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Guide d’utilisation des médias sociaux et de l’analyse des critiques dans le marketing hôtelier

Guide d’utilisation des médias sociaux et de l’analyse des critiques dans le marketing hôtelier | eTourism Trends and News | Scoop.it
Bien que les critiques d’hôtel en ligne fassent, à l’évidence, l’objet d’une grande attention, d’un point de vue de la gestion de la réputation, elles ont une autre utilité qui est tout aussi importante : fixer le cap de vos campagnes publicitaires et de marketing. L’attention vouée à la gestion de réputation en ligne des hôtels a été considérable cette année. Les consultants d’hôtel et les agences de réservation éduquent actuellement les hôteliers pour inciter les clients d’hôtel à faire part de leur expérience en ligne et pour élaborer une réponse aux critiques de la part de la direction. Cette enquête est tout à fait justifiée : le groupe d’e-commerce a découvert que 89 % du public prétendent que les critiques influencent leur décision d’achat. Le revirement qui a lieu dans l’environnement concurrentiel a poussé bien des hôtels à réévaluer leur qualité reflétée dans les critiques en ligne et ...
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eTourism Trends and News
Social media, mobile Internet, online distribution, online communication in tourism (French-English-German) Web: www.hevs.ch / www.tourobs.ch / www.etourism-monitor.ch
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The Future of Social Media Customer Service In Travel

The Future of Social Media Customer Service In Travel | eTourism Trends and News | Scoop.it

Social media has evolved to become another platform to provide customer service, but it needs to be well understood before brands dive in and start tweeting. Here’s what they need to know.

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Marriott.com using Booking.com’s white label services to power its Italian website

Alongside providing intermediaries with a search and booking system, Booking.com was also now offering hotels the chance to take a similar service. Apparently, Marriott is the first to test this system, running it on its Italian and Brazilian sites.

Each solution is made specifically for an individual chain and takes up an entire web domain owned by that chain. 

How deep a hotel chain wants to get in with Booking.com is a key question in all this - hotels have a delicate balancing act to tackle, as they look to increase direct bookings but also know that the Booking.com is a large distribution network (frenemies in action, perhaps).

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How hotel marketers embrace consumer diversity on mobile

As the use of mobile devices continues to grow, so do the opportunities for hoteliers to capture additional bookings. By 2015, mobile is expected to generate an average of 22% of online bookings, up from 11% in 2013. As this growing trend continues, it is impossible for hoteliers to doubt the importance of a strong mobile strategy.

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The Smart Hotelier’s Guide to 2015 Digital Marketing Budget Planning

For the fifth year in a row, HeBS Digital announces the launch of “The Smart Hoteliers Guide to 2015 Digital Marketing Budget Planning,” just in time for the 2015 budget planning season.

This article outlines how to structure your budget so that you can shift more bookings to the direct online channel, better utilize your marketing dollars by increasing campaign effectiveness, and generate the highest returns possible from your property website and digital marketing initiatives.

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36% des Français stoppent leur achat sur Internet à cause des frais dissimulés

36% des Français stoppent leur achat sur Internet à cause des frais dissimulés | eTourism Trends and News | Scoop.it
Yuseo, spécialiste de l’optimisation de l’expérience digitale client, a réalisé un baromètre sur le comportement des cyberacheteurs de voyages français, chinois et américains au cours du mois de juin 2014. L’enquête a été menée auprès de 5 600 cyberacheteurs de voyage, dont 1 980 français, 1 460 américains et 2 160 chinois et révèle notamment que les frais cachés irritent tout particulièrement les internautes.
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You like a hotel, it likes you back

Travelers active on social networks have scored airport lounge passes, deals on hotel rooms, free drinks and late checkouts. And a new hotel-booking site is aiming to go even further: Hotelied.com promises customized deals for travelers who join the site and link their various social media accounts.

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Avec «Ingress», les villes se muent en terrains de jeu

Avec «Ingress», les villes se muent en terrains de jeu | eTourism Trends and News | Scoop.it
Fini, le stéréotype du gamer isolé devant son écran. Désormais, on joue dehors, on visite, on découvre.
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Les agences de voyages en ligne, ni amis ni ennemis (bis)

Les agences de voyages en ligne, ni amis ni ennemis (bis) | eTourism Trends and News | Scoop.it

On en parle depuis quelques années déjà, mais le phénomène a pris de l’ampleur au cours des 12 à 18 derniers mois en particulier. Je fais référence évidemment à la montée en puissance des agences de voyages en ligne, aussi appelées OTA (online travel agencies), telles que Booking, Expedia, Travelocity ou Orbitz. Il faut comprendre leur modèle d’affaires pour comprendre le noeud du problème. Ces sites agissent essentiellement à titre de revendeur, comme canal de distribution, écoulant l’inventaire des hôteliers, auberges et prestataires touristiques. Les hôteliers trouvent ainsi une clientèle à qui vendre leurs chambres, et les OTA se rémunèrent avec une commission sur chaque transaction effectuée. Ce niveau de commission oscille entre 15-25%, et peut parfois se rendre jusqu’à 35% lorsqu’on souhaite un positionnement privilégié sur l’engin de réservation d’Expedia, par exemple. Dans un monde idéal, chacun y trouve donc son compte: l’hôtelier obtient plus de réservation que s’il ne dépendait uniquement de son site web et ses tactiques marketing, et l’OTA obtient des commissions lucratives sur un volume de ventes intéressant. Mais on le sait, il n’y a pas de monde idéal…

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Study shows 99% of organic social posts create almost no engagement

Study shows 99% of organic social posts create almost no engagement | eTourism Trends and News | Scoop.it

A new study that takes in data from 1.6 million organic (nonpaid) social posts from Twitter, Facebook, and Google+ has found that 99 percent of those updates create little to no engagement at all. Social media optimization platform SocialFlow conducted the study between April 1 and July 31. In total, the organic social posts it analyzed reached more than 361 million unique users and generated nearly 1.5 billion social actions.

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Let's Stop Pretending It's Bad to Bring Devices on Vacation

Let's Stop Pretending It's Bad to Bring Devices on Vacation | eTourism Trends and News | Scoop.it
It's time to stop feeling guilty about bringing mobile devices on vacation. Although it is a great idea to unplug, soak up the outdoors , enjoy the company
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Version 2 of online travel will leave no business model unchanged

Whereas phase 1 was based on choice and price comparison, phase 2 of travel and the internet is all about multi-platform - online and offline rather than online versus offline - and travel becoming more like a publishing business, with much more emphasis on peer reviews and personalised content.

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Here Are Travel Brands Doing Instagram Right

Here Are Travel Brands Doing Instagram Right | eTourism Trends and News | Scoop.it

When is a picture worth more than a thousand words? Here’s one answer: When travel suppliers and travel sellers leverage Instagram effectively to connect with consumers.

Instagram has become a popular way for consumers to share their lives with one another and for brands to share their products, attitude and brand values with consumers. The service is an especially powerful tool for lifestyle brands looking to show the kinds of experiences they provide.

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Activités touristiques: la distribution en ligne s’organise

Activités touristiques: la distribution en ligne s’organise | eTourism Trends and News | Scoop.it
Les voyageurs peuvent facilement réserver leurs billets pour un zoo, un festival, un musée ou encore une excursion en kayak sur un même site Web, grâce à de nouvelles plateformes qui agrègent et vendent en direct une multitude d’activités touristiques.
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Guest Post: Why have a mobile app?

Guest Post: Why have a mobile app? | eTourism Trends and News | Scoop.it

Why should your business have a mobile app? “Because my competitor has one!” is the most frequent answer you get from travel businesses looking to develop an app or that already has one.

I have challenged companies in numerous discussions on why they think they have to have a mobile app. The other response is “just because it’s there”.

Admittedly, I am generalising, but there is a lot of hype around mobile apps. Decisions to launch them might not be founded in sound strategic consideration.

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Hotels should make tablets more accessible during on-site experience

Hotels rightfully take pride in their service teams and sometimes view certain technology as either unnecessary or an encroachment on employee relevance. However, studies have shown that many consumers prefer to interact with technology if the option is given.

Many hotel brands are leveraging tablets in useful ways to enhance the guest experience.

From digital lecterns to immersive apps that compel repeated interaction, tablets have broad application for hotel brands, which tend to be more user-friendly than smaller devices. Also, mobile booking is changing how many brands bring consumers to their properties in the first place.

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So Many Social Users, So Little Trust - eMarketer

It seems like everyone uses social networks now, but that doesn't mean they trust such platforms. According to industry sources, the majority of internet users are concerned about their privacy on social media, especially older consumers.
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One in eight bookings at smaller hotels are made on mobile devices

One in eight bookings at smaller hotels are made on mobile devices | eTourism Trends and News | Scoop.it
The massive shift from desktop to mobile devices and tablets continues its rigorous pace, and the change is not limited to the major global hotel companies.
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Dossier de l'été : Booking reste le pire ami des hôteliers

Dossier de l'été : Booking reste le pire ami des hôteliers | eTourism Trends and News | Scoop.it

Le géant du web s'attire les foudres de nombre d'hôteliers, qui avouent ne plus pouvoir couper le cordon. Le gouvernement a porté plainte contre Booking, dans l'espoir d'initier des relations plus équilibrées.

Booking fascine autant qu'il inquiète les professionnels de l'hôtellerie. Environ 300 000 visiteurs uniques français consultent chaque jour ce site d'une redoutable efficacité commerciale, selon Médiamétrie. La filiale de l'américainPriceline s'est hissée au deuxième rang des sites marchands français de voyages, derrière Voyages-sncf.com, loin devant Air France.

A l'échelle mondiale, 500 000 hôteliers sont devenus partenaires du site, qui s'invite sur les terres d'Abritel avec sa nouvelle marque Villas.com. Nombre d'hôteliers sont aujourd'hui Booking-dépendants, en plus de Google-dépendants.

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Comment Google peut garder les traces de vos déplacements

Comment Google peut garder les traces de vos déplacements | eTourism Trends and News | Scoop.it
Google enregistre potentiellement la totalité des déplacements des utilisateurs de smartphones. Un site internet permet de vérifier les données conservées.
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KMU und Facebook

KMU und Facebook | eTourism Trends and News | Scoop.it
Oft springen KMU ohne Plan ins Social Web. Das erkennt man von aussen sehr schnell. Nicht wenige kommen dann zum voreiligen Schluss: Social Media bringt nichts fürs Geschäft. Eine verpasste Chance. Die dritte Folge unserer Web-Sprechstunde für Schweizer KMU zusammen mit Christian Bossert. Wem’s gefällt: uns freuen Abonennten auf YouTube. Gratis-Download "Wirksames Web für Schweizer …
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TripAdvisor Acquires Viator: What It Means For Tours & Activities

TripAdvisor Acquires Viator: What It Means For Tours & Activities | eTourism Trends and News | Scoop.it

Last week, TripAdvisor announced that they bought Viator for $200 million, mostly in cash. This is BIG news for the tours & activities sector.

Here’s a breakdown of what it means for tour suppliers like yourself.

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Thomas Cook signs deal to keeps an eye on hotels via social monitoring

Thomas Cook signs deal to keeps an eye on hotels via social monitoring | eTourism Trends and News | Scoop.it

Thomas Cook has agreed a multi-year deal with TrustYou to keep a check on the online reputation of its 45,000+ hotel partners. This agreement will enable Thomas Cook to monitor the performance hotels it has contracted, as well as search and analyse reviews from consumers about its properties. Thomas Cook says this will ensure its hotel partners are aware of the public feedback from their guests and to take corrective action (if needed) to meet the standards of the tour operator.

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‘Phablets’ will lead to explosion in mobile travel bookings

As more Americans own smartphones and iPads or other tablets, they are shopping for and booking more of their travel with hand-held devices. The growth is already dramatic now, but a new breed of mobile device that's a cross between a smartphone and a tablet will lead to an explosion in travel bookings, according to PhoCusWright.

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Competitive Landscape Of The U.S. Online Travel Market Is Transforming

Competitive Landscape Of The U.S. Online Travel Market Is Transforming | eTourism Trends and News | Scoop.it
Online travel agencies are keen to grab a chunk of the market since the outlook is largely positive. PhoCusWright estimates that the share of online channels in travel bookings will rise from 41% in 2012 to 43% by 2015.
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Tourisme: Auxerre fait marcher les Instagramers!

Tourisme: Auxerre fait marcher les Instagramers! | eTourism Trends and News | Scoop.it
Les initiatives des organismes locaux de tourisme autour d’Instagram sont vraiment un phénomène intéressant. A la suite de la publication de notre article sur la campagne Instagram de Brive, Anne Sophie Latry, manager numérique de destination à l’office de tourisme d’Auxerre nous a contacté pour nous présenter le chantier en photos carrées de la cité bourguignonne, avec notamment un fameux photowalk à la fin du mois de juillet.   Les secrets d’Auxerre L’office de tourisme a créé …
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