e-Business et Marketing
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e-Business et Marketing
Des idées et des réflexions à propos des derniers développements des stratégies et techniques du marketing. En particulier en ce qui concerne les approches e-Business, e-Marketing et tourisme
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Rescooped by Jean-Claude Morand from Destination Management Issues
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[Data] Airbnb squatte les villes touristiques

[Data] Airbnb squatte les villes touristiques | e-Business et Marketing | Scoop.it
La plateforme de locations de chambres et de logements entre particuliers (en principe) a fait son nid dans les grandes villes touristiques, concurrençant à des degrés divers l'offre hôtelière. Nous avons analysé dans le détail les données de Lourdes, Chamonix et La Rochelle, des champions de la fréquentation touristique.

Via Roland Schegg
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Rescooped by Jean-Claude Morand from eTourism Trends and News
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Back to basics - ten tips for travel search marketing [INFOGRAPHIC]

Back to basics - ten tips for travel search marketing [INFOGRAPHIC] | e-Business et Marketing | Scoop.it
Okay, so we all know that both leisure and business travellers use the web for researching travel plans.
And that, therefore, search marketing plays (and still plays, despite the supposed rise of social media, etc) a hugely important role in defining how and where travellers are going to learn about destinations and products.
Yet in the maelstrom of recent years, when many have questioned how important Google can still be given its own entry into travel search through Hotel Finder and Google Flights, many of the tactics have fallen by the wayside.

Via Roland Schegg
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Rescooped by Jean-Claude Morand from Animer une communauté Facebook
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Évolutions Facebook : vidéos en live streaming et contacts facilités entre les pages et les fans

Évolutions Facebook : vidéos en live streaming et contacts facilités entre les pages et les fans | e-Business et Marketing | Scoop.it

Facebook annonce plusieurs nouveautés dont une qui va plaire aux CMs : les pages peuvent contacter plus facilement les fans en privé (et vice versa).


Via Mathieu Bruc
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Rescooped by Jean-Claude Morand from Hotel and accommodation trends
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Suisse: Sur le Net, les hôtels romands sont plus critiqués que les alémaniques

Les villes sont également moins bien notées que les stations de montagne.

Via Roland Schegg
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Rescooped by Jean-Claude Morand from eTourism Trends and News
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In a test, Google Now trials hotel price drop alerts

In a test, Google Now trials hotel price drop alerts | e-Business et Marketing | Scoop.it
n a test, Google has prototyped a service that alerts Android users about drops in a hotel rate in the day or so after a reservation is made.
In the test, the alerts were provided via the company’s Google Now service, according to a report by Search Engine Roundtable.
Following up on the story, Search Engine Land asked the company about the project. Google said “it’s very much an internal experiment with no current plans to launch in that format.”

Via Roland Schegg
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Rescooped by Jean-Claude Morand from eTourism Trends and News
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Deep dive into last-minute online hotel booking habits

Before HotelTonight and chums came along the big boys of travel had probably never considered carving out a niche for last-minute hotel booking via mobile.

Via Roland Schegg
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Rescooped by Jean-Claude Morand from Innovation and trends in tourism
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Sharing economy - much to do, plenty to offer [INFOGRAPHIC]

Sharing economy - much to do, plenty to offer [INFOGRAPHIC] | e-Business et Marketing | Scoop.it
Shock, horror! Almost six out of ten Millennial Americans are aware of the sharing economy but less than half of consumers as a whole have knowledge of such services.
Nothing particularly surprising there – brands such as Airbnb, Uber, Lyft et al have arguably positioned themselves (and by the mainstream) to that generation of young folk.
That is slowly changing, obviously (thus the 47% figure of all generations being aware, according to a study by Allianz Global Assistance).

Via Roland Schegg
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Rescooped by Jean-Claude Morand from eTourism Trends and News
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Enjeux humains du tourisme à l'ère numérique

Enjeux humains du tourisme à l'ère numérique | e-Business et Marketing | Scoop.it
Nicolas Délétroz de l'OVT a participé à la quatrième édition des Francophonies de l’e-tourisme qui s’est tenue en Wallonie, Belgique, du 23 au 25 juin dernier sur le thème des enjeux humains, des métiers et des compétences dans l’univers de l’e-tourisme d’aujourd’hui et de demain. Nous reprenons ici le résumé de nos confrères canadiens du Réseau de veille en tourisme, Chaire de tourisme Transat. Le texte a été écrit par Maïthe Levasseur (http://veilletourisme.ca/author/maithe/).

Via Roland Schegg
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Rescooped by Jean-Claude Morand from Hotel and accommodation trends
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Proposal to Restrict Airbnb in San Francisco Becomes Ballot Measure

Proposal to Restrict Airbnb in San Francisco Becomes Ballot Measure | e-Business et Marketing | Scoop.it
A proposal to strictly curtail short-term home rentals in San Francisco has qualified for the Nov. 3 ballot. The ballot measure limits home-shares to 75 ni

Via Roland Schegg
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Rescooped by Jean-Claude Morand from Hotel and accommodation trends
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How Hotels Use and Understand Their Guest Data

How Hotels Use and Understand Their Guest Data | e-Business et Marketing | Scoop.it
Big data is driving opportunities to create loyalty and conversions for the hospitality industry, but it’s also posing challenges. The key to leveraging the power of customer information is to bring these datasets together. This report examines how to do that, and the value that can be extracted from big data once integration is underway.

Via Roland Schegg
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Rescooped by Jean-Claude Morand from Le Cluster Montagne
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Cluster Montagne, l’AG a livré son verdict

Cluster Montagne, l’AG a livré son verdict | e-Business et Marketing | Scoop.it
Cette année, l’Assemblée Générale du Cluster Montagne était un moment attendu, encore plus que les deux précédentes. La raison est simple, le Cluster Montagne, qui en est à sa troisième année d’existence, devait procéder par un vote des adhérents, à l’élection des membres composants son conseil d’administration qui procéderont ensuite à l’élection du bureau, des présidents de commission et du président.

Via ClusterMontagne
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Rescooped by Jean-Claude Morand from eTourism Trends and News
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Apple Watch Gets Hotel Bookings via Booking.com App

Apple Watch Gets Hotel Bookings via Booking.com App | e-Business et Marketing | Scoop.it
Although checking itineraries and swiping boarding passes will be the most common travel functions on Apple Watch, the ability to complete actions will likely become more important as the device’s novelty wears off.

Via Roland Schegg
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Rescooped by Jean-Claude Morand from Hotel and accommodation trends
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How to boost voice channel bookings

A search for “increasing reservation conversions” returns hundreds, possibly thousands, of articles and blogs posts about growing hotel website conversions. The topic of hotel call conversions, on the other hand, is often treated as a dinosaur to the modern travel era.


Via Roland Schegg
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Rescooped by Jean-Claude Morand from Innovation and trends in tourism
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TpM2015: Sharing Economy and New Digital Marketing Trends (4.12.2015)

TpM2015: Sharing Economy and New Digital Marketing Trends (4.12.2015) | e-Business et Marketing | Scoop.it
Il ne se passe pas un jour sans que les médias n’en parlent, l’économie du partage ou consommation collaborative, ne laisse personne insensible. Véritable révolution pour les uns, simple mode passagère hors-la-loi pour les autres, la consommation collaborative est plus que jamais un thème d’actualité. Pour débattre de cette thématique, le TpM2015 aura l’honneur d’accueillir un panel de personnalités de qualité dont les apparitions médias se font rares. Simon Lehmann, membre du board de HomeAway, et Steve Salom, manager suisse d’Uber, partageront leur vision de cette nouvelle forme d’économie. Gavin Bate, CEO d’Adventure Alternative, discutera cette nouvelle tendance dans une perspective de tourisme responsable tandis que Thomas Allemann de l’association faîtière hotelleriesuisse en analysera les conséquences sur les secteurs traditionnels du tourisme. L’après-midi de ce 16ième TpM sera, quant à lui, consacré aux dernières tendances du marketing digital. Etre autres experts reconnus, Samuel Blatter, Account Manager chez Facebook sera présent.

Via Roland Schegg
Jean-Claude Morand's insight:

La "sharing economy" sera probablement l'un des mots à retenir de l'année 2015. On en parlera encore au Tourism Professional Meeting.

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Rescooped by Jean-Claude Morand from Animer une communauté Facebook
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Changement du calcul du CPC pour les Annonces Facebook

Changement du calcul du CPC pour les Annonces Facebook | e-Business et Marketing | Scoop.it
Et si je vous disais que le coût par clic (CPC) sur Facebook ne prend plus en compte les actions d'engagement mais seulement les clics vers les sites web et les applications? Vous pensez sans doute qu'il s'agit d'une bonne nouvelle. Vous avez raison. Mais

Via Mathieu Bruc
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Mathieu Bruc's curator insight, July 9, 2015 6:04 AM

Un mode de calcul qui paraît positif sur le ROI mais avec deux conséquences importantes :

"

- Un taux de clic inférieur à votre taux de clic moyen actuel à objectif égal puisque les clics additionnels ne sont plus comptabilisé.

- Un coût par clic plus élevé puisqu’il est possible ainsi d’obtenir une meilleure conversion.

"

Rescooped by Jean-Claude Morand from Hotel and accommodation trends
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Marriott launches “it pays to book direct” campaign

Marriott launched a new digital campaign that highlights the benefits for consumers who book their hotel stays directly on Marriott.com. The campaign - “#itpaystobookdirect” - uses talent from the digital and social world to go directly to consumers on those channels.

Via Roland Schegg
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Rescooped by Jean-Claude Morand from Hotel and accommodation trends
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Etude de cas Airbnb à New York : Airbnb représente une véritable concurrence des hôtels

Etude de cas Airbnb à New York : Airbnb représente une véritable concurrence des hôtels | e-Business et Marketing | Scoop.it
STR, la société qui fournit l’indice de référence des tarifs hôteliers dans plusieurs pays dont les Etats Unis, vient de réaliser une étude détaillée sur l’impact d’Airbnb à New York.

Via Roland Schegg
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Rescooped by Jean-Claude Morand from eTourism Trends and News
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Hotel website: Five reasons why your online booking numbers are low

Hotel website: Five reasons why your online booking numbers are low | e-Business et Marketing | Scoop.it
Hoteliers work vigorously to find ways to increase bookings. In today’s highly digital era, the online website is a hotelier’s strongest tool to attract more guests to the property. Over the past few years, the number of online bookings, especially from phones and tablets, have increased at enormous rates.

Unfortunately, there are still many hotels who negatively affect their booking frequency; and they don’t even know it. If you’re doing everything right when it comes to marketing your hotel, but you’re still not seeing an increase in your bookings, then you are most likely making one of these common hotel website mistakes.

Via Roland Schegg
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Rescooped by Jean-Claude Morand from eTourism Trends and News
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The psychology behind successful hotel websites

Some hotels are more beautiful or more grand than others. Some are placed in more stunning locations. Then, there are the hotels that are simply better at convincing people to book than others.
Don't count it as a fluke or good luck. These successful hotels are reaping in direct reservations because they learned how to tap into the psychology behind buying behaviors and encourage them by implementing psychology and human behavioral insight into their hotel Website design.

Via Roland Schegg
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Rescooped by Jean-Claude Morand from Innovation and trends in tourism
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It's Beginning: Onefinestay Pilot With Hyatt Highlights Sharing Economy Collaboration To Come

There's a split developing among major hotels chains that are open to learning from and collaborating with sharing-economy lodging companies and those that

Via Roland Schegg
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Rescooped by Jean-Claude Morand from eTourism Trends and News
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Sabre tests hotel bookings from Google search results

Sabre tests hotel bookings from Google search results | e-Business et Marketing | Scoop.it

Sabre is testing out a new tool from Google that allows hotels to get direct bookings from searches. The Google Hotel Ads Commission Program is designed to help drive more bookings using a commission model, rather than pay-per-click.


Via Roland Schegg
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Rescooped by Jean-Claude Morand from Hotel and accommodation trends
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Why Big Hotel Brands Need to Act More Like Airbnb

Why Big Hotel Brands Need to Act More Like Airbnb | e-Business et Marketing | Scoop.it
The big hotel brands can do a lot more to elevate the whole “local” trend by recommending apps and web-based platforms that guide guests to local neighborhoods, just like Airbnb hosts do.

The concept of the next generation hotel acting as a hyper-connected knowledge hub in its immediate community is compelling, but for the most part unrealized. The industry has talked at length about the potential role of hotels as gateways into their neighborhood, but in reality, it’s been mostly actualized via hotel associates acting as insider sources, partnerships with local restaurant/bar owners, and maybe a generic list on a hotel website somewhere. That was interesting five year ago.

Via Roland Schegg
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Rescooped by Jean-Claude Morand from Hotel and accommodation trends
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Hotel: Robots and personalization take to the aisles of HITEC 2015

Hotel: Robots and personalization take to the aisles of HITEC 2015 | e-Business et Marketing | Scoop.it
Despite rising in mainstream consciousness, robots had yet to appear in force at HITEC’s annual tradeshow for hospitality technology.
This year marked the end of that run with the appearance of Savioke’s delivery robots. Savioke is the company that received a wave of global press for Aloft Hotels’ A.L.O robot, the first robobutler to be deployed at the Silicon Valley location of the global hotel brand.
The Savioke Relay was roaming the aisles, making friends and posing stoically for countless pictures. The buzz was deafening, with people pushing and jostling for position to snag a picture.

Via Roland Schegg
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Rescooped by Jean-Claude Morand from eTourism Trends and News
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Étude 2015 : la performance des stations de montage sur les réseaux sociaux

Étude 2015 : la performance des stations de montage sur les réseaux sociaux | e-Business et Marketing | Scoop.it
Après une première étude sur les réseaux sociaux dans les stations et destinations de montagne, l’agence WeLikeTravel, spécialisée sur les réseaux sociaux dans le tourisme, réitère cette année en publiant une étude 2015 sur la performance des stations de montage sur les réseaux sociaux, en partenariat avec Savoie Mont Blanc Tourisme. Une étude et une infographie qui se veulent plus complètes avec une analyse sur un panel de 192 destinations de montagne françaises (159 stations, 15 domaines, 18 territoires) et 1 100 stations internationales (35 pays). Quels sont les chiffres et les tendances à retenir ?

Via Roland Schegg
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Rescooped by Jean-Claude Morand from eTourism Trends and News
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Opérateurs hôteliers et ventes en ligne, quelle nouvelle stratégie se met en place entre les partenaires?

Opérateurs hôteliers et ventes en ligne, quelle nouvelle stratégie se met en place entre les partenaires? | e-Business et Marketing | Scoop.it
Les rapports tendus entre OTA et groupes hôteliers se sont pacifiés par obligation ou par choix une fois prises en compte les puissances et les contributions respectives. Où en est-on des stratégies mises en place par les uns et par les autres : partenariats sincères et fructueux ? Hôteliers et acteurs du digital ont débattu de la question lors de la dernière édition du Global Lodging Forum.

Via Roland Schegg
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