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How AirBnb Is Using Content Marketing to Stay on Top

How AirBnb Is Using Content Marketing to Stay on Top | Tourism 2.0. | Scoop.it
For the past 24 months, Inc. magazine's company of the year has been crafting a lavish collection of branded content.
Pauline Dumont's insight:

Airbnb is a disruptive social business all the way through! This company is not just about enabling people to easily rent their room or their flat. That would be the tip of the iceberg. Airbnb strives in selling a unique traveling experience, fully customer-centric. To succeed, they've bet on an enriched content marketing strategy. The content is innovative (eg. (Airbnb neighborhoods, economic impact studies), the formats are varied (written stories, short films, a vine film, a photography-based magazine, etc.). And by allowing their community to customize the airbnb logo, they've made the brand even more likeable.

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Hôtellerie : de l’Humain et des Histoires en vidéo | eTourisme Feng Shui

Hôtellerie : de l’Humain et des Histoires en vidéo | eTourisme Feng Shui | Tourism 2.0. | Scoop.it

L'hôtellerie américaine, mais aussi européenne repasse à l'offensive en vidéo ! 

Pauline Dumont's insight:

[#BrandContent] Les grandes marques hôtelières mondiales misent sur les vidéos pour séduire les futurs voyageurs et concevoir leur identité

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Why Airbnb's Redesign Is All About People, Not Places | WIRED

Why Airbnb's Redesign Is All About People, Not Places | WIRED | Tourism 2.0. | Scoop.it
Today, Airbnb is pulling the wrapper off of a redesign that encompasses everything the consumer touches.
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Comment le mobile redessine peu à peu le secteur du tourisme

Comment le mobile redessine peu à peu le secteur du tourisme | Tourism 2.0. | Scoop.it
Les smartphones et tablettes progressent en tant que canal de réservation, mais sont aussi de plus en plus utilisés pendant le voyage. Le point en chiffres.
Pauline Dumont's insight:

Cette étude confirme certains comportements spécifiques liés à l'utilisation du mobile par les (futurs) touristes : consultation à des fins informatives, réservation de séjours de courte durée ou de dernière minute et utilisation durant son séjour.

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Air France Launches Clever “UpgradeChallenge” | Digital Buzz Blog

Air France Launches Clever “UpgradeChallenge” | Digital Buzz Blog | Tourism 2.0. | Scoop.it

Air France just launched a clever little mobile based game that allows people waiting at the gate to compete for upgrades to first class. I think this is pretty great for many reasons. It targets customer engagement at a key point of attention opportunity, when people are waiting for their flight and likely nose down into their devices. Simple. And the carrot at the end of the stick is something of high value to everyone in that ‘waiting’ moment. They’re already thinking about their ensuing discomfort of a long flight. Motivating.

Pauline Dumont's insight:

Une opération de communication innovante qui profite du parcours client!

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Hotel chain utilizes modern tech to transform the check in experience

Hotel chain utilizes modern tech to transform the check in experience | Tourism 2.0. | Scoop.it
Starwood Preferred Guest (SPG), the loyalty program from Starwood Hotels & Resorts Worldwide, Inc., has reimagined the traditional check-in experience.
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The hotels of the future: could Li-Fi, video tables and intelligent coffee machines become the norm? - Content Loop

The hotels of the future: could Li-Fi, video tables and intelligent coffee machines become the norm? - Content Loop | Tourism 2.0. | Scoop.it

Hotels could change beyond recognition in the next few yeras - but will travellers miss the human touch.

 

Pauline Dumont's insight:

Other examples of how hotels could use technologies to innovate and reshape the guests' experience during their stay.

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ehotelier - Hotel TVs - what guests want to watch

ehotelier - Hotel TVs - what guests want to watch | Tourism 2.0. | Scoop.it

In a world where WIFI is king, and mobile devices accompany travelers whereever they go, how relevant is a hotel TV in giving guests what they want during their stay? Turns out that it's still pretty important. However the way that guests use hotel TV is changing, and hotels will need to adapt the type of TV services they provide in order to keep their guests happy and stay profitable.

In a world where Wi-Fi is king, and mobile devices accompany travelers wherever they go, how relevant is a hotel TV in giving guests what they want during their stay? Turns out that it’s still pretty important. However the way that guests use hotel TVs is changing, and hotels will need to adapt the type of TV services they provide in order to keep their guests happy and stay profitable. - See more at: http://ehotelier.com/insights/2015/01/29/hotel-tvs---what-guests-want-to-watch?utm_source=Daily+Newsletter&utm_medium=newsletter&utm_campaign=January+29,+2015#sthash.kXxEjqft.EUkQQM0x.dpufIn a world where Wi-Fi is king, and mobile devices accompany travelers wherever they go, how relevant is a hotel TV in giving guests what they want during their stay? Turns out that it’s still pretty important. However the way that guests use hotel TVs is changing, and hotels will need to adapt the type of TV services they provide in order to keep their guests happy and stay profitable. - See more at: http://ehotelier.com/insights/2015/01/29/hotel-tvs---what-guests-want-to-watch?utm_source=Daily+Newsletter&utm_medium=newsletter&utm_campaign=January+29,+2015#sthash.kXxEjqft.EUkQQM0x.dpufIn a world where Wi-Fi is king, and mobile devices accompany travelers wherever they go, how relevant is a hotel TV in giving guests what they want during their stay? Turns out that it’s still pretty important. However the way that guests use hotel TVs is changing, and hotels will need to adapt the type of TV services they provide in order to keep their guests happy and stay profitable. - See more at: http://ehotelier.com/insights/2015/01/29/hotel-tvs---what-guests-want-to-watch?utm_source=Daily+Newsletter&utm_medium=newsletter&utm_campaign=January+29,+2015#sthash.kXxEjqft.EUkQQM0x.dpuf
Pauline Dumont's insight:

TV used to be a major feature in a guest's hotel room. However, with WIFI being widely accessible nowadays (thus enabling people to connect to their own entertainment services such as Netflix), there's a great opportunity for hotels to re-think their TV offer, not in terms of programs but in terms of service and experience.

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For travelers, sharing is a critical component of research and planning. - ShareThis.com

For travelers, sharing is a critical component of research and planning. - ShareThis.com | Tourism 2.0. | Scoop.it

Travel, particularly around the holiday season, tends to drive a lot of positive engagement across social networks. We tend to share what we're most passionate about, and traveling contributes significantly to our perspective, fulfillment, and personal identity - it makes sense that we would want to share about these experiences with our friends and family. From a consumer standpoint, the research & planning phase for travel is a much longer and more involved process than it is for most other process than it is for most other purchase decisions.

Pauline Dumont's insight:

A research on travel as a highly social topic

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Wifi en avion : Ia tarification au Mo prohibitive - La Revue du Digital

Wifi en avion : Ia tarification au Mo prohibitive - La Revue du Digital | Tourism 2.0. | Scoop.it

25 compagnies aériennes proposent du Wifi à bord désormais. Les modes de tarification explorent les différentes possibilités, avec une facturation au Mo transféré, à la durée, ou la gratuité pour la 1ère classe. Le comparateur de voyages Momondo a établi un comparatif des tarifs pratiqués.

Pauline Dumont's insight:

Tarification au Mo prohibitive et débit réel très faible, le WIFI débarque dans les avions. Les usages sont donc limités. Mais comme toutes avancées technologiques, des progrès devraient vite améliorer ces deux points.

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7 Digital Travel Trends for 2015

7 Digital Travel Trends for 2015 | Tourism 2.0. | Scoop.it

The truth is we’re only just beginning because 2015 will bring even more technological changes – and challenges. The best way to tackle these developments is to keep your eyes on them and strategize in advance – which is why I recently attended eMarketer’s webinar, “7 Travel Trends for 2015 – How Digital Will Drive New Opportunities for Revenue and Distribution.

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SPG | Starwood Preferred Guest

SPG | Starwood Preferred Guest | Tourism 2.0. | Scoop.it
Introducing SPG Keyless mobile check-in from Starwood Hotels and Resorts, the first truly mobile, check-in system. Available only through the SPG app on iTunes and Google Play. Experience it at select W Hotels, Aloft Hotels, and Element Hotels.
Pauline Dumont's insight:

What a great step forward in improving a customer's experience! With this simple app, its no longer necessary to check in or out, everything is handled through the app!

 

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Rencontre avec Vivek Badrinath, le super-Chief Digital Officer d’Accor

Rencontre avec Vivek Badrinath, le super-Chief Digital Officer d’Accor | Tourism 2.0. | Scoop.it

Qui ? Vivek Badrinath, DGA d'Accor, en charge du marketing, du digital, de la distribution et des systèmes d'information du groupe dont il a rejoint le comité exécutif en mars dernier. Quoi ? Une interview pour comprendre comment Accor mène sa digitalisation et compte dépenser les 225 millions d'euros qui viennent d'être attribués au numérique pour les cinq prochaines années. Comment? Réponse dans l'article!

Pauline Dumont's insight:

Avec un secteur hôtelier déjà fortement digitalisé (35% du chiffre d'affaire d'Accor provient du web), Accor entreprend un virage digital en lançant un plan à 360°. Le focus change d'une optique produit (la nuitée hôtelière) à client (l'expérience avant, pendant et après le séjour). La volonté de partager cette vision a pour objectif de mobiliser les collaborateurs et est un gage de promesse envers le public externe : clients, partenaires et marché. Elle s'inscrit dans une logique "d'open innovation" déjà mise en place par le Groupe.

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Expedia previews live travel ticker and real-time reviews

Expedia previews live travel ticker and real-time reviews | Tourism 2.0. | Scoop.it
Expedia revealed two new data-led features on stage from the annual Expedia Partner Event in Las Vegas: a live travel ticker and real-time hotel reviews.
Pauline Dumont's insight:
Expedia's new technology platform aims at better using real-time data to improve business as well as customer experience. By enabling hotel clients to review their experience in real-time using the app (vs afterwards such as on TripAdvisor), it enable hoteliers to take action on the spot rather than trying to recover from a bad review a few weeks/months later. It's a great way to tie into guest sentiment in real-time, which is never easy.Another great initiative to improve customers' experience during their search is the combination of Expedia's algorithm with a human-curated algorithm so that the search is customized to the client's needs. That's a great challenge for Expedia but would be quite a wonder when booking one's trip!

 

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Un bon exemple d’utilisation de la réalité augmentée au musée d’Orsay | etourisme

Un bon exemple d’utilisation de la réalité augmentée au musée d’Orsay | etourisme | Tourism 2.0. | Scoop.it

Le musée d’Orsay propose une expérience immersive pour découvrir les secrets de « l’atelier du peintre » de Gustave Courbet. Les visiteurs sont équipés d’une tablette tactile et filment le tableau à l’aide de la caméra de l’appareil. L’oeuvre se transforme alors à l’écran.

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XL Airways embarque des tablettes pour divertir ses passagers

XL Airways embarque des tablettes pour divertir ses passagers | Tourism 2.0. | Scoop.it
La compagnie low cost distribue des tablettes à ses passagers pour visionner des films, jouer ou lire. Un choix plus économique pour elle que les coûteux systèmes de divertissement intégrés au siège.
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Startup wants to remove the stigma from booking a hotel during the day

Startup wants to remove the stigma from booking a hotel during the day | Tourism 2.0. | Scoop.it

Care for a little lo-- er, totally professional relaxation in the afternoon?

Many hotel rooms sit empty during the day, and there's a startup that wants to fill them.

HotelsByDay thinks there's a big opportunity to serve business travelers who want to take a nap or work between meetings, and leisure travelers looking for downtime — or maybe a quiet place to relax with the kids.

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The TravelClick Perspective – January 2015: The TripAdvisor Effect

The TravelClick Perspective – January 2015: The TripAdvisor Effect | Tourism 2.0. | Scoop.it
While building a positive brand on TripAdvisor is important, new research conducted by Dr. Edwin N. Torres and Dr. Dipendra Singh, both faculty in the Hospitality department at University of Central Florida, in conjunction with TravelClick, found that while many think that positive reviews are most important, the sheer number of reviews can impact a hotel’s revenue per transaction. This may include the length of stay, price for hotel room, as well as amenities. 
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New app creates pop-up social networks at hotels

New app creates pop-up social networks at hotels | Tourism 2.0. | Scoop.it
A hotel app allows business travelers and others to network on the road.
Pauline Dumont's insight:

This temporary is another great digital innovation in the travel industry that enables lonely travelers to meet up and connect within a specific space.

 

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Qantas va proposer des Samsung Gear VR à certains de ses passagers

Qantas va proposer des Samsung Gear VR à certains de ses passagers | Tourism 2.0. | Scoop.it

En partenariat avec Samsung, la compagnie aérienne Qantas va  proposer des casques Gear Virtual Reality à ses passagers de 1ère classe pendant les vols longs courriers. Au programme : regarder des films, visiter les monuments de votre destination... Ce dispositif sera testé sur une période de 3 mois.

Pauline Dumont's insight:

Une nouvelle idée utilisant les dernières technologies pour améliorer l'expérience client dans le secteur du tourisme.

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La Génération Y redessine l’hôtellerie du futur - MBA MCI

La Génération Y redessine l’hôtellerie du futur - MBA MCI | Tourism 2.0. | Scoop.it
Grand dilemme pour le secteur hôtelier : comment s'adapter à la Génération Y dont les attentes sont très différentes de la génération d’avant?
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Le mobile : un enjeu business et serviciel

Le mobile : un enjeu business et serviciel | Tourism 2.0. | Scoop.it
Depuis 2010, Best Western France travaille sur sa stratégie mobile. L'objectif est de générer du chiffre d'affaires supplémentaire et d'améliorer la relation client. Dans cette optique, le groupe hôtelier a créé une application «&nbspd'e-conciergerie ». Interview de Maud Serrault, directrice e-commerce et marketing de Best Western France.
Pauline Dumont's insight:

Il est intéressant d'observer que même si les réservations mobiles représentent une partie infime du chiffre d'affaire réalisé par Best Western, elles sont 1/ en forte croissance, 2/ majoritairement utilisés par une clientèle fidèle avide d'une expérience client enrichie. C'est également dans ce sens que s'inscrit le programme "e-conciergerie" au travers d'une application. Le digital accompagne l'évolution de l'hôtellerie en libérant le personnel des tâches à faible valeur ajoutée (check in/out, ...) pour le repositionner sur du relationnel de proximité. Et, parallèlement, parce qu'il n'est pas possible d'avoir du personnel partout et à tout moment, le digital accompagne virtuellement le client durant tout son séjour (applications, beacons, ...) pour une meilleure expérience intégrée.

 

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Radisson RED : les hôtels de luxe à l'heure de la Génération Y

Radisson RED : les hôtels de luxe à l'heure de la Génération Y | Tourism 2.0. | Scoop.it
Pensés et conçus pour la Génération Y, les hôtels de luxe Radisson RED sont à l'image des établissements de demain.
Pauline Dumont's insight:

Un concept innovant qui répond aux nouveaux usages digitaux des clients non seulement dans l'aménagement des espaces et le choix du mobilier mais aussi la manière de repenser la relation et l'expérience client. A tester et à suivre!

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Everything You Wanted to Know About Instagram, Snapchat & Vine

Everything You Wanted to Know About Instagram, Snapchat & Vine | Tourism 2.0. | Scoop.it
Instagram, Snapchat and Vine are revolutionizing the way we consume snackable content. Take note hoteliers.
Pauline Dumont's insight:

These social networks are mainy used by Millennials. However, as they will grow from youngsters to young professionals, these tech-savvy digital natives will expect hotels to follow up. Because this time, they'll have the means to purchase a stay.

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How iBeacon will deliver for travel in 2015 - Tnooz

How iBeacon will deliver for travel in 2015 - Tnooz | Tourism 2.0. | Scoop.it
Apple’s upgrade lays the ground work for collecting location-based events and engagement attribute data, giving travel marketers far greater insight into the behavior of their customers across channels as well as the ability to act on those insights in real time.
Pauline Dumont's insight:

As Beacons' technology evolve, they should be a great mean to improve a traveler's journey, especially for airline companies and hotel properties. Benefits include streamlined services and a better way to observe clients and get a complete view of his/her engagement across channels. The author's conclusion is worth keeping in mind: as always when adopting new technologies, marketers should keep on open and testing mindset as they experiment with them. Building best practices in the personalization of real-world interactions with clients will take time.

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Accor: “Si on ne pense qu’à la numérisation de la relation client, on risque de tomber dans un trou béant” | L'Atelier: Disruptive innovation

Le groupe Accor entreprend un vaste programme digital à plusieurs volets tant à l’égard des clients, que des collaborateurs et partenaires. La digitalisation de l'accueil est l’un des axes majeurs.
Pauline Dumont's insight:

Redirection stratégique majeure pour Accor, en ce qui concerne le digital, avec un plan qui se décline en 8 programmes. Si la digitalisation des collaborateurs est moindre (ils sont pour beaucoup déjà habitués aux nouveaux usages liés au web et au mobile), l'entreprise ne sous-estime pas les efforts nécessaires en termes de conduite du changement et de formation. Un des premiers effets visibles attendus : la digitalisation de l'accueil, axe majeur au sein d'un établissement hôtelier.

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