National rail company SNCF has long been a pioneer of digital services. Its subsidiary Voyages-sncf.com, launched in 2000, is a collaboration with digital travel firm Expedia, selling tickets and passes for European rail travel. It also provides real-time information on specific trains and routes, including track maintenance updates.
To find out, marketing agency Ryan Solutions looked at five hotel email campaign types - newsletter, pre-arrival, in-resort, post-departure, weather report - sent to over 250,000,000 recipients across 50,000 campaigns. Newsletters saw the fewest opens per opener at 1.5 while pre-arrivals saw the highest at 3.5. Some emails are useful only for the few seconds we read them. Others we mentally highlight and return to again and again. The idea may impact the strategy behind each, so which is which? And can we quantify this behavior based on the type of message? That’s what we wondered. Here’s what we found.
Travel brands are realizing that today’s connected vacationers no longer have purely transactional relationships with them. Instead, brands need to develop ongoing engagement across multiple digital channels that are punctuated with real-world transactions. They need to create their own social ecosystems where consumers can engage with and encourage other users to create and share UGC during their vacations. In turn, this provides a valuable mix of content that is highly effective at driving brand engagement, consideration and sales conversions.
Spending on digital display advertising in the US will total $27.05 billion in 2015, according to new figures from eMarketer, and the market is shifting toward the leading social networks. By 2017, when US digital display ad expenditure will reach $37.36 billion, Facebook and Twitter together will account for 33.7% of the market, up from 30.2% this year.
A l'heure où de nombreuses réservations de dernière minute s'effectuent sur des smartphone tant pour rechercher le bon plan dans une ville que nous ne connaissons pas que de la réservation proprement dite, Google annonce un changement majeur de son algorithme en ce qui concerne les mobiles.
For the first year, UBS expects TripAdvisor’s “effective cost per click” from the Instant Booking model to be about 14% lower than last year. However, the company should enjoy improvements in conversion rates as it attracts partners of higher quality and as consumers become more familiar with Instant Booking.
t is well known that Expedia Inc., the online travel titan, does thousands of tests on users of its websites to find out what does, and doesn’t, work. In so-called “A/B testing,” the company presents users with different versions of a website. Then it compares how users respond. What’s less known is how Expedia has tapped into the science of electromyography for its work. A case in point is the Scratchpad app on the Expedia.com brand site.
For some time, Amazon has let hotels unload their unbooked inventory by offering steep discounts on rooms through its Amazon Local app. But now, Amazon is expanding its service to include ongoing booking of rooms at published rates - edging further into the realm of online travel giant Expedia. The change is already visible in the Amazon Local app, at properties in states including Pennsylvania, New Jersey and Oregon. According to the report, Amazon downplays any plans to compete against Bellevue-based Expedia and its family of sites - and Amazon still has just a fraction of Expedia’s presence in hotel booking - but hotel operators tell Skift that they expect Amazon to compete more aggressively than the company is letting on.
GSN Games, which designs mobile games like poker and bingo, collects billions of signals every day from the phones and tablets its players are using—revealing everything from the time of day they play to the types of game they prefer to how they deal with failure. If two people were to download a game onto the same type of phone simultaneously, in as little as five minutes their games would begin to diverge—each one automatically tailored to its user’s style of play.
TripAdvisor is embarking on a major strategy to woo providers of tours and activities to the platform, with promises of direct sales to consumers. Existing operators that are members of TripAdvisor For Business programme have been invited to join the Viator Marketplace in order to “turn your TripAdvisor views into paying customers”. The reality is that the “direct sales” element of the pitch is actually making sure operators sign up to Viator – the intermediary bought for $200 million last summer – and feature their products there.
Aggressive spending in the hotel space has created much greater awareness for OTAs in recent years. However, consumers are still looking to suppliers when the credit card is in their hands, according to a new study that analyzed the hotel path-to-purchase. Throughout 2014, OTAs spent aggressively on advertising, both digital and traditional, to drive incremental booking activity and increase brand-awareness among online travel bookers.
For hotels, offline ad spending has greatly influenced where consumers shop. When Booking.com and Hotels.com were at the peak of their offline advertising in the second quarter of 2014, 64% of hotel shoppers visited an OTA, compared to just 57% shopping hotel supplier sites.
Personnellement je trouve que le cabinet d’études PhoCusWright propose des études d’excellente qualité dans le domaine du etourisme. Elles ne sont pas par contre forcément bon marché… Cela tombe bien, car en ce moment, PhoCusWright offre 2 études en s’abonnant à leur lettre d’information. La première, How the Deep Web, Big Data, Semantic Relationships and Personalized Content Change Travel Marketing traite des problématiques autour du web sémantique, du contenu et du big data dans le tourisme. La seconde étude, The Phocuswright Yearbook 2014: The Year Ahead in Digital Travel, propose une synthèse de l’année 2014 dans le tourisme et plus particulièrement du etourisme. Aujourd’hui je vous propose donc une rapide synthèse de ce document.
What’s the point in reaching email awesomeness? Email is just one of those marketing channels that went away, right? Wrong. Email marketing isn’t going anywhere, it’s only going to grow. Studies from Radicati say email usage is expected to grow at an average rate of 6 percent year over year. With about 4.1 billion email users worldwide and mobile email growing, reaching email awesomeness is a must.
Both the Priceline Group and Expedia Inc. upped the advertising ante in 2014, increasing their spending by about one third. Priceline came out on top in the advertising arm wrestle, spending 62% more than Expedia Inc. did at $2.6 billion versus $1.6 billion. That said, Expedia Inc. had still increased its advertising spending by 33.3% from the year before, about the same percentage as Priceline, who raised their budget 34.5% from 2013.
Avez-vous déjà vu ou entendu parler d’un capitaine de bateau qui naviguerait sans carte ou outil technologique pour s’orienter? Ou d’un pilote d’avion qui tenterait de faire voler son engin sans s’appuyer sur des données de vitesse, altitude, longitude et latitude? L’analogie s’applique autant aux entreprises qui ont une présence numérique mais qui ne mesurent pas l’efficacité de leur site web. Il existe pourtant un outil gratuit qui vous permet de mieux comprendre et analyser la performance de votre site: Google Analytics.
Comment sont nés ces «#SecretsAuxerre Awards » ? Depuis la création de notre compte Instagram @SecretsAuxerre et de son hashtag #SecretsAuxerre en juin 2013, de nombreux instagramers s'illustrent par leurs clichés de notre destination (640 abonnés et surtout 2740 photos postées par nos visiteurs, locaux et touristes, avec le fameux hashtag). On avait envie de rencontrer en vrai ceux qui publient le plus régulièrement mais aussi de les valoriser et donc les encourager à continuer J
J’ai une démarche plutôt proactive concernant l’animation de nos communautés et cela me paraît important, pour aller plus loin, de passer du virtuel au réel. Ce que j’avais d’ailleurs déjà fait avec l’organisation de 2 photowalks en 2014 (#photowalkxerre et #SaintBrisFantastic).
Some interesting findings around the potential for virtual reality to push more sales online in this Future of Retail study released by Walker Sands. Although not travel specific, the study tips virtual reality as an emerging technology which will change consumer shopping habits albeit to the detriment of the high street. The research, carried out among 1,400 US consumers, shows more than a third (35%) would shop more online if they were able to virtually try a product or service using technology such as an Oculus Rift headset.
L’un des distributeurs préféré de Tendance Hôtellerie nous donne sa réponse.
Aujourd’hui 19 Mars, avec la fallacieuse excuse de la sécurité (cf. ci-dessous), Booking.com vient d’empêcher tout contact direct par e-mail entre l’hôtel et le voyageur. Toute communication se fera désormais via Booking.com.
Rappelons en introduction que le client (et son e-mail) est ce qui valorise votre fonds de commerce…
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