This award winning case study of a campaign to build viral buzz on MarketingSherpa caught my attention as not too many are from the travel industry. It explains in detail how Germanwings used web 2.0 tools to involve their audience with their brand while at the same time grow their database of new customers. A key element of the campaign was a specific micro-site. This is what I have proposed a number of years ago to DMOs to build rather than drive traffic to their main website where interaction is limited. The added benefit is that such a site can be deployed more quickly and in many cases reused, at least in part, for future similar campaigns at lower cost.
The results are an indicator of how well this campaign was received with a 26% open rate. 7.2% click-through, 45,000 profiles and 15,000 groups created. In addition their 1.4 million email list grew by 0.5%. What’s equally positive is the 9.5 minutes people spent on the micro-site, longer than the average time spent per visitor on their mainsite. Looks to me like a well deserved award winner and a model that DMOs should emulate in their own campaigns, especially those that integrate off- and online elements, where a micro-site would be best suited as the core fulfillment mechanism.Read Full Post | Make a Comment ( 2 so far )
the TravelersChoiceAwards2008 list of top hotels which I’m sure is full of hotels that not only deliver on their promise but very likely over deliver and are rewarded for it. They probably also are aware of how they are perceived in the marketplace by participating in the conversation that happens about them and take corrective action quickly if needed to avoid the fate of those who take things for granted and probably don’t care.Read Full Post | Make a Comment ( None so far )
reports Hotelmarketing, based on an article on Scotsman.com with the headline of “Tourist website has to be worth a visit”, which sounds pretty much like a no-brainer to me. I have to admit that I’m not familiar with the details of their situation but apparently a number of local suppliers are claiming the failure of the site as a victory which seems at least somewhat odd to me. If structured and organized correctly, a site with a popular address for a well known, global brand should be a success for both the DMO and its suppliers.
At least that’s the case for Switzerland, a destination I know more about, which launched Switzerland Travel Centre, a commercial, industry owned venture that since its inception ten years ago has grown to become a well established and profitable company, not only as the accommodation booking engine for MySwitzerland.com but also for local and regional DMOs in the country as well as being the largest distributor for rail products.
According to Klaus Oegerli, the CEO of STC, the model is successful due to their relationships with the industry both as a technology provider and major distribution partner, including a merchant model for hotels with more than 300 properties being sold through tour operators and online travel portals.
The Swiss model is proof to me, that with the right set-up and industry cooperation a successful online distribution system can be built that provides a welcome and effective marketing tool for the destination and its supplier partners that makes economic sense and a profit for both.Read Full Post | Make a Comment ( None so far )
“Online comparison sites move beyond price”
reads the headline of Rob Lovitt’s column on msnbc.com about the travel meta-search companies that some of us industry bloggers have written about for over a year now.
I can only say – welcome to the party! and the earlier the main stream media start writing about the fact that online travel is not just used to go looking for the cheapest price the better.
This type of single issue media focus has been one of the main reasons travelers were trained to look only for bargains rather than value for money on online travel sites. The sooner this mindset is replaced by a different attitude the better.
The industry players, on the other hand, will then have to deliver a shopping experience that exceeds those higher, no longer only price focused expectations. That’s the challenge the industry needs to address while moving to the next level.Read Full Post | Make a Comment ( None so far )
and I think you’ll read about it here first. Below is the link to a great video giving an exciting glimpse at what’s coming down the line on the web by Nova Spivak of Radar Networks who are about to introduce Twine It explains in clear terms about the semantic web and ultimately artificial intelligence (AI) with a reference to travel somewhere in the second half. I tend to agree that it will take much more than some incremental technology to offer the ultimate online travel buying experience.Read Full Post | Make a Comment ( None so far )
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