Online marketing for travel agency,html5 video player streaming,ppt on brand strategy,internet marketing party san diego 2014 - Plans Download

10.04.2014
In preparation for a special 10th year addition of Online Revealed - the digital marketing conference for travel and tourism, I met with some Canada's top destination marketers, hoteliers and online travel professionals to prepare both an introspective look at the past 10-years in marketing travel online, and a glimpse into where the advancements of digital marketing and technology might bring us next.
I will be joined by a panel of experts on Thursday April 2nd at the 10th annual Online Revealed Digital Marketing Conference to discuss how digital media and technology has impacted consumer marketing for Destinations, Hotel Brands, Online Travel Agencies, Attractions and other Travel suppliers - with a goal to explore what we can learn to be prepared for what will come next. Fast forward to today where Search, Social and Mobile are only the tip of the iceberg in marketing tourism and travel to an increasingly connected digital consumer.
Reflections from 10-years of change in Marketing Tourism and Travel onlineSince 2005, the travel industry has seen changes in how we deliver our products and services like no other time in history.
Consumers have gone from "being online" to living online, and now research, book, experience and share travel across platforms and multiple devices. How has this impacted those charged with marketing and selling hotels, destinations, airlines, and attractions? Through interviews with some of Canada's top tourism industry marketing professionals, I have summarized some of the key trends and challenges we have faced as an industry over the past decade of what we can call a digital convergence of media, and will explore more of what the future holds for tourism marketers on April 2nd 2015 at the 10th Annual Online Revealed Conference. Properly vetting digital platforms and technology, as well as long term budgeting for development of digital assets (of any kind) is recommended as we continue to shift more of our budgets to digital, social and mobile media marketing- and in technology required to support it. In 2015 we are seeing job titles that include Social Media Manager, Digital Marketing manager and Digital Analytics Specialist. Today, complex digital and social media marketing require in house resources including analytics specialists, digital media buyers, and web developers that once would be contracted to agencies and consultants. We also need to look to our educational institutions to ensure we are developing the leaders of the future who will need to become more and more specialized in digital media analytics and digital marketing performance analysis across multiple platforms. There really are no "experts" just those of us who have held on and shifted quickly a€“ adapting fast to new technology and ways to communicate to our customers. We have come into a time where we can measure so much that we have even labeled it "BIG DATA." Digital media is the most measurable marketing medium we have ever seen. We have over the years adapted to more standardized metrics with universal analytics solutions like Google Analytics, and other solutions that measure Social Media sentiment, engagement, and whether your customer prefers the colour Blue. What has had the greatest impact on the travel industry during the past 10 years of Digital? Social media has impacted marketing, sales, CRM, revenue management, operations, HR and everything in between. Web content management platforms (CMS) whether open source or proprietary, Mobile platforms and APPs, eCommerce solutions (booking engines and email marketing solutions) Social Media integration and measurement platforms, Responsively designed digital assets, and Social Media communities that can keep up with the rapid changes to Facebook and Twitter only scratch the surface in the long list of responsibilities of the digital marketing professional. The digital convergence of devices and how it has impacted the tactics and media mix has kept us spinning with each new startup, APP or technology that we need just to keep up. From how we track the performance of digital media, social media, and mobile marketing, to how we prepare budgets, manage agency relationships, and grow our human resources to support digital media marketing and communications. What can we expect in the Future, and what have we learned to help us be more prepared over the next 10 years?
About the AuthorAlicia Whalen is the co-founder of Online Revealed and a Digital and Social media marketing professional specializing in Travel and Tourism. About Online Revealed:Join tourism and travel professionals from across the country as we look into the future marketing travel to a digitally connected consumer. This is a roundup of product news and announcements for travel DEVICES in tourism and hospitality for MayA 2016. The Africa-based online hotel booking service already launched its Android app six months ago. The Cook-operated hotel brand will give future guests the chance to pick up additional content from posters and brochures. HHonorsA guests can now access a Google Streetview-hosted platform within the Hilton app so that they can visualise the location of their room in a property. The mobile hotel door access provider is releasing v.3 of its platform this week, with a number of new features including location tracking, estimated time of arrival notifications, ID scan, hotel amenity search and booking. After launching nearly a year ago for a singe-route, Flapp now covers all markets Travelstart covers in Africa, the Middle East and beyond.
Didi Chuxing (formerly Didi Kuaidi) has confirmed a $1 billion investment from Apple as part of its latest funding round, adding that this is the biggest ever single investment the company has received. In volume terms, more than 11 million rides a day are booked through Didi’s platform and its user base is around 300 million. Apple’s move into the taxi-app space in China is interesting in itself, getting a seat at the top table with some very important businesses and investors. Another long-term aside to the deal is autonomous vehicles and the extent to which Apple’s investment in transportation is a sign that it is starting to sniff around the self-driving vehicle sector. Amidst the speculation around how the relationship between Didi’s investors will pan out, where does this leave Uber? And only last week Uber announced a deal with Alibaba-backed digital wallet Alipay allowing account holders to pay for their Uber ride using their Alipay account. Uber is a global brand and Apple’s peripheral and potential involvement in Rides Everywhere via Didi is probably a bigger long-term headache than China. Peggy Bianco joins the company to be its vice president for head of hotel sourcing, reporting to senior vice president for hospitality, Niklas Andreen. The hotel reservation IT provider will establish its first presence in the country in Hyderabad. The hotel deals website has opened operations in Singapore, Hong Kong, Indonesia and Malaysia, its first foray into the region. Online travel veteran Michelle Peluso has re-joined investment firm Technology Crossover Ventures (TCV).
Majority-owner Travelport CEO, Gordon Wilson, will become chairman of the payment tech provider, alongside fellow senior Travelport execs Bernard Bot and Thomas Murphy, CFO and general counsel respectively. Ex-senior business development manager at Skyscanner, Jennifer Chua, joins as the travel tech specialist’s new vice president for Asia-Pacific. The luggage web service has recruited ex-UK Border Force director general Tony Smith as its senior government affairs advisor. Ryanair instigated proceedings against both eDreams and Google in the Irish High Court late last year, claiming the OTA is using misleading advertising on Google that confuses passengers into thinking they are booking tickets on the carrier’s website. Now, Ryanair wants Google to show the same prohibition slapped on payday loan ads (the ban will come into force in July this year) to those allegedly masquerading as the carrier.
Whilst the airline would no doubt be keen to avoid a long-running and inevitably expensive legal battle with both parties in the courts, Ryanair is determined to stick to its guns and ensure a policy can be put in place to prevent the alleged misleading ads that are placed by eDreams and accepted by Google. Elsewhere during the discussion in Dublin, Jacobs played down the role of the global distribution systems in its push to attract more corporate customers. Jacobs says the airline will consider introducing discounted rates to companies – but this will be as a result of a direct relationship with the organisation, rather than through an agency.
More than ever before, the line between a€?hotela€? and a€?homea€? is becoming blurred: few in the industry would still deny that todaya€™s traveler wants lodging to feel more localized, personalized and authentically welcoming. While consumer demand has driven the explosive growth of the short-term home rental marketplace over the past decade, the hospitality industrya€™s biggest players are just beginning to acknowledge the need to get a competitive foot in the door.
Without being able to offer the option of short-term home stays, some of the worlda€™s leading accommodations providers risk losing out on a fast-growing segment of their market. AccorHotels, one of the forerunners, whichA acquired a 30% stake in my company Oasis Collections in February of this year, has also acquired full-service home rental provider Onefinestay and a stake in French vacation-rental operator Squarebreak.
These are bold moves that acknowledge the fact that a growing number of travelers value the authentic experience of staying in a local home over the predictability of a traditional hotel stay. On the flip-side of the coin, Airbnb has acknowledged the demand for fully-serviced home rentals by quietly launching Sonoma Select, a pilot program of select homes in Sonoma, CA that offer 24-hour check-in, local amenities and Instant Booking. Announced last week and rolling out this summer, ita€™s one of the first efforts the company has made to provide a consistent level of service and standardized guest experience that competes more directly with hotels. That being said, given the wide-open, peer-to-peer nature of the platform, it will be a major challenge to offer consistency of product and service on a global scale. Wea€™ve reached a tipping point in the hospitality industry where a critical mass of consumers are demanding a more authentic accommodation option that lets them experience a destination less like a tourist and more like a local. Yet, unlike the young, adventurous early adopters that fueled the early growth of the short-term rental industry, this mass of travelers is also accustomed to the creature comforts offered by a traditional hotel. The industry leaders of tomorrow will be the ones who are quick enough to accommodate this dynamic shift in travel culture by creating a product that combines the authenticity of a home with the comfort and consistency of a hotel, while bringing something new to the party that delights and inspires the traveler. This is a roundup for product news and announcements for travel DISTRIBUTION in tourism and hospitality for MayA 2016. The hotel distribution provider will plug into the Book On Google service so that its portfolio of hotels can be guests can secure instantly on the site.
The Russian carrier will participate in the Rich Content and Branding element of Travelport’s Merchandising Platform, giving it the ability to showcase and display fares and products on agency desktops. Amadeus Airline Ancillary Services will display content from the Canadian airline to travel agencies. The new agreement gives Travelport-connected agencies full access to Marriott’s portfolio of hotel properties around the world, including ancillary products. The airline group will use the Rich Content and Branding service on the Travelport Merchandising Platform to display its fares and ancillary products on agency desktops in the same as it does on consumer-facing websites.
Amadeus Airline Ancillary Services will now feature content from the European regional carrier for travel agencies. Expedia Inc has renewedA its existing distribution agreement with Amadeus, giving it access to content from airlines, hotels, rail and cruise operators.
The Kiev-based carrier will use the Amadeus Airline Ancillary Services platform to give travel agencies the opportunity to find and purchase additional products. The newA Dubai-headquartered hotel booking site will use the DHISCO platform to power search for over 110,000 properties around the world, including photos, reviews, rate details and booking services. The travel industry worldwide has been witnessing a modern-day gold rush called the sharing economy.
Read this newest Tnooz Report, aimed at travel industry professionals worldwide who want to take what is valuable from the sharing economy and ignore the parts that arena€™t relevant.
This was how many considered the decision by TripAdvisor in June 2010 to plug into the world of Facebook, with the launch of a feature called Trip Friends. One issue that had dogged the hotel review site (as it solely was back then) was that the reviewsA were from the masses of the global travelling public but perhaps not as helpful as recommendations and tips might be from like-minded people with the same requirements or preferences. Someone travelling with their young family for a beach holiday might have different expectations for a property than someone on a romantic weekend away.
It was thought for a long time that in the late-2000s that TripAdvisor might build a social network of its own to help with this, so users could build out a profile that could organise reviews in a better way for the user. It was seen as a simple yet efficient way for users to tap into their personal social graph to make better choices for hotels. Almost six years on, Trip Friends is still operating as part of the site and is a way for users to get feedback via Facebook. In short, the volume of reviews flowing between the Facebook-connected friends were low, not least because that unless an individual and his or her circle of friends are extremely regular travellers to the same destinations, it’s very unlikely that a user will find a friend that has visited a property. And this is at the heart of the social travel planning issue that has seen off countless startups in recent years. The next-generation travel booking app debuted in the US Apple App Store today, after a half-year of buzz from the Boston-based behind it, which was founded by former top employees of online travel success story Kayak and which has received $19.7 million in funding.
In phase two (most likely in the summer), the startup plans to open a call center (most likely in Europe), which could scale up to about 100 consultants. These tools aim to help agents find inventory and put together itineraries more efficiently.
To find out, we caught up with CEO Paul English and CMO Rob Birge while they were visiting New York City this week. It is often easy (maybe even convenient) to forget that the majority of travel bookings are still made offline and not via the internet. But within 18 months, Europe will be the first region on the planet toA see online overtaking offline as the leading booking channel for travel products. Phocuswright, at its conference in Dublin, Ireland, this week, estimates that the continent’s digital penetration for bookings will move past that of North America (still under half of all bookings) to reach 52% by the end of 2017.
A watershed moment in the evolution of the worldwide digital travel economy, but what is driving it? At a utility level, it is still the fact that more people are being connected to the web via broadband technology,A and many consumers are using their smartphones to access the internet.
But, equally, the major players have done a significant job in building their brands as trusted methods to search and shop for travel products. In particular, has been the success of the online travel agencies in Europe in their drive to capture a huge share of travel bookings (and, not least, triggering a lot of the desire by suppliers to persuade travellers to book direct). Phocuswright analysis of the sector found that, in terms of accommodation, almost half of bookings in the sector are made on OTAs, with France, Germany and the UK all seeing those percentages almost double in the space of four years, as direct bookings have fallen. As a result, online travel agency annual growth rate is 16%, higher than the 13% for online travel and 11 percentage points ahead of the travel sector as a whole (5%).
Last week’s #ExpediaMarketplace Tweet chat covered a number of relevant industry topics, such as how hotel visibility works in the marketplace and how the new Accelerator tool comes into play.
NB This is a viewpoint by Melissa Maher, senior vice president of the Global Partner Group, at Expedia, Inc. Whether hotel owners choose to affiliate with chains or not, Expedia still considers them as partners and works to provide them with a service that meets their needs effectively and cost-efficiently. To better understand the potential impact that these public loyalty rates could have on ownersa€™ revenue, Expedia created an analysis based on reasonable assumptions and data to illustrate the hypothetical revenue cost of public loyalty rates.
The OTA Bookings bar showcases the loss of overall OTA production, based on the natural effect in Expediaa€™s Marketplace algorithm as an example.A  The graph assumes a conservative 30% dip in bookings on an OTA.
The billboard effect is the concept that hotel partners get more bookings on their direct sites due to their exposure on an OTAa€™s marketplace. Recaptured OTA bookings shows an assumption of 50% of OTA traffic recaptured by the chaina€™s direct marketing efforts. Savings of the OTA compensation represents the absence of the OTA commission from the loss of OTA bookings. When all of these impacts are added up, this particular hypothetical hotel owner is experiencing an 8% loss in revenue in online bookings. This is just an illustration; owners should utilize this analysis with their own numbers to determine how public loyalty rates impact their revenue.
In recent years, Expediaa€™s average compensation rate has gone down several hundred basis points to make the OTA value proposition to owners even stronger.
Expedia has outpaced the chainsa€™ direct channels growth by demonstrating consumer value and, as a result, increased the OTA share of the mix of chain hotelsa€™ bookings. This could be their most competitive publicly available rates orA  blocking non-price benefits such as free Wi-Fi.
Owners of franchised hotels should take a step back and consider how these actions by their chains impact their results. If an owner agrees that making great rates available for consumers shopping and booking on Expedia is not only in the best interest of consumers but also in their own best interests, they should contact their chains and let them know. More generally, they can work with their Expedia contacts on how they can better serve their mutual customers.


NB2 Expedia has produced a white paper, Understanding the Science Behind Expedia’s Marketplace. Amadeus has looked at the digital business of 50 of its top performing airline customers to reveal gains not only in passenger volumes but also ticket value.
The distribution giant is claiming a 15% growth in PNR volume as well as a yield increase of almost nine percent year-on-year for those carriers and believes merchandising is playing a significant role. Philippe der Arslanian, vice president of merchandising and digital, Amadeus IT Group, says the growth is being driven both by airlines bringing more volume online either via their websites or other digital solutions as well as employing merchandising techniques to increase ticket value online. He says that carriers are offering and selling more products as well as incentivising travellers to buy more through improved merchandising techniques as well as improving the user experience.
A tie-up with Plusgrade just announced by Amadeus enabling travellers to bid for a seat upgrade or an additional adjoining seat is a good example. Amadeus opted for the company because it already works with some of the same airline customers as the distribution giant which meant faster implementation.
Robert Booth,A head of product marketing, airline merchandising solutions, Amadeus IT Group airline says partners have been requesting sort of capability in RFPs.
Findings from the latest IdeaWorks-CarTrawler report on ancillary revenue also show how average ancillary revenue per passenger is rising with growth of more than eight percent between 2013 and 2014. And, rivals in the distribution space have also seen a pick-up of airline interest in the whole area of merchandising with Travelport reporting back in March that it had 150 airlines live on its solutions.
All in all it’s an interesting time to be in the airline space in terms of the evolution of how fares and ancillaries are being sold. Der Arslanian believes the trend this year will move towards a focus on the overall travel experience and helping travellers by offering them additional products and service when things go well as well as in times of disruption.
A report from IAB Europe and IHS shows that mobile display is the fastest-growing digital advertising channel across Europe.
The UK is by far the largest digital advertising market in Europe, with Euro 11.8 billion spent online in 2015. The significance here is that mature e-commerce markets, such as the UK, are still showing signs of growth. Mobile display ad spend is 60% up on the previous year, outperforming desktop in all but two of the 27 markets analysed for the study.
Mobile is also growing in the paid-search category and accounts for 23% of the total paid search spend across Europe. While the study does not offer any specific travel insights, it is a useful way to put into context the eye-watering amount of money that Priceline Group and Expedia Inc spend online.
These figures are global and converted in dollars but it is safe to say that a fair proportion of this spend took place in Europe. So if anyone is under any illusion about how important these two travel companies are in the online advertising ecosystem, their combined global online ad spend is equivalent toA 15% of the amount spent across every vertical in every country in Europe.
At Expedia, size clearly matters, which, in turn, drives every aspect of corporate strategy. Case in point: Despite being acquired last year, Travelocity is defining itself with its own features. It in the process of rolling out what it calls its Customer 1st Guarantee (aka C1G), which allows guests facing service issues to reach out to the company via Facebook and Twitter and soon via Facebook Messenger on the Travelocity app and the mobile web.
According to John Morrey, vice president and general manager of Expedia and Travelocity, U.S.
Meanwhile, the company is going in the opposite direction on the back-end, investing heavily to bring as many brands as possible onto a single technology platform. The company is also playing the long game with other current initiatives, such as Accelerator, its algorithm-based system that allows hotels to get better visibility (for a fee) based on the quality of their offer, a proprietary quality score and commission paid. While the product has produced a drag on Expediaa€™s revenue-per-room-night, Okerstrom isna€™t worried, especially since the accompanying lowering of standard commission rates makes the companya€™s network more accessible to more properties. Evaneos, a France-based online marketplace connecting travellers with travel agents in destination, has raised $21 million in funding.
The round, which is the company’s third and brings its total funding to $26m, has come from Serena Capital, Fonds Ambition Numerique (BPIFrance), ISAI and XAnge. The company, which started life in France in 2009, is now also available for English, German, Spanish and Italian speakers as well. Evaneos saysA 40% of turnover comes from international markets, a figure it wants to double in the next four years by expanding its service starting with the Netherlands, Denmark and Sweden by the end of 2016. European travel giant TUIA  Group continues to take more bookings online in the UK and Scandinavia, confirming that even in mature ecommerce markets there is room for online travel to grow.
In the six months to end of March 2016, 57% of UK bookings were made online – a 3% increase on the same period last year. The Nordics has always been TUI’s strongest online region and continues to grow from a high base. Its Benelux region is comparable to the UK in terms of passenger numbers, although online lags slightly at 56%, still up from 54% last time. The only blot on the online landscape is its German business, by far its biggest source market with more than two million passengers using TUI in the half. Looking ahead, online is also up for the peak summer season, accounting for 39% of bookings so far across the four markets compared with 36% at the same stage last year. Brands include Hayes & Jarvis, Sovereign Holidays, Citalia and Austravel serving the UK, American Holidays serving Ireland with MyPlanet and MarcoPolo for Scandinavia.
TUI wants to sell these businesses in one go and the sales effort will begin in earnest this September. This week Facebook has launched Dynamic Ads for Travel (DAT), its native retargeting solution for travel advertisers, as Tnooz first reported.
As a Facebook Marketing Partner exclusively focused on the travel sector, Adphorus is one of the first partners to support DAT and we are very excited about all the extra features and benefits that DAT will bring to travel advertisers.
Until now, travel advertisers have been using Dynamic Ads (formerly known as Dynamic Product Ads, or DPA) for their retargeting campaigns.
This is also driven by the fact that travel sector consists of different sub verticals, such as meta-search engines, OTAs, airlines and hotels, and all of them have different user funnels and business models. For a travel business, the definition of a a€?producta€? is different from that of an e-commerce business. The new Product Catalog for DAT includes additional hotel-specific variables such as detailed address info, hotel chain, price and star ratings. With DAT, travel advertisers will no longer have to adjust their user funnel to fit into that of an e-commerce website.
DAT allows advertisers to utilize many variables such as length of stay, number of weekends between check-in and check-out dates, number of travelers and star ratings to set up more focused targeting.
For example, you can create an audience set for a€?couple travelers who searched for a hotel stay of eight nights at least three times in the past 15 days but havena€™t booked yeta€?. Most of us have become irritated when a travel advertiser continues to show the same remarketing ad when you are already on your holiday. Different than those in e-commerce, prices and availability in travel change more frequently. Advertisers are now able to create more customized creatives by adding parameters that are used in the hotel catalog or captured as user intent. Having check-in and check-out date preferences of each user will also allow advertisers to customize the redirection URL of each ad. Our previous tests show that having customized creatives that include check-in and check-out dates, personalized landing pages coupled with all the new targeting options of DAT increases the performance for travel advertisers remarkably. To conclude, we believe Facebooka€™s Dynamic Ads for Travel is the beginning of a new chapter for travel advertisers. Any new travel business plotting to capture some of the action in the rental and sharing sector should probably think again. Or, at the very least, they should not be assuming the financial backers will be queuing up to part with their money. That’s the view of some leading venture capital execs who believe the home rental sector is now hugely over-invested.
But it’s not all bad news forA budding entrepreneurs, with the VCs suggesting the coporate travel market is still ripe for disruption, or at least having a bunch of existing players that should be challenged.
Other areas where businesses are more likely to win the hearts and minds of a VC include hospitality software, CRM systems and personalisation IT. More than 100 news articles and broadcast reports have covered the site’s debut, to date, since the AP reported on it. Yet despite the free publicity, a search on Twitter for use of the hashtag #iHatethewait comes up with barely a handful of results from actual passengers so far. Ditto for Facebook, where most of the postings with the hashtag #ihatethewait that are publicly available merely repost the news stories. The travel industry is talking a lot about voice-powered search these days, thanks in part to Alexa — a personal assistant developed by Amazon that uses artificial intelligence to understand simple voice commands. Skyscanner was the first travel search company to tap the power of Alexa, enabling consumers to search for flights by speaking.
Part of Alexa’s appeal is that it lives inside home appliances, and many families report (via more than 35,000 reviews on Amazon) that speaking commands out loud is becoming second nature.
Me llego esta excelente infografia sobre el futuro del marketing, que quiero compartir contigo. Sin embargo, 61% de los propietarios de las pequenas empresas usan el Social Media para identificar y atraer nuevos clientes.
Descargalo desde la parte superior de la columna derecha de mi blog, debajo de la imagen de la portada, colocando tu nombre y tu email.
Susana Villalobos – Tu Coach de MarketingSusana te da tips y astucias acerca de como hacer crecer tu negocio a traves de sus recursos gratuitos como su blog, sus ebooks, sus cursos gratuitos y su Newsletter.
Y te ayuda a acelerar resultados con sus cursos y con sus servicios exclusivos de Coaching.
Las mejores Soluciones para Profesionales y Empresas de servicios?Eres un profesional emprendedor? Para acelerar resultados, Susana te ofrece los mejores cursos de marketing, y sus servicios personalizados como Coach de Marketing. Youa€™ll be joining the 130,000 Smart Insights members from 80 countries who trust our advice to Plan, Manage and Optimize their marketing. To help you keep up-to-date with the rise in consumer and company adoption of mobile and its impact on mobile marketing, I will keep this post updated throughout 2016 as the new stats come through to support ourA 120 page Expert members Ebook explaining how to create a A mobile marketing strategy. Our Mobile Marketing Strategy Briefing explains the key issues to plan for in mobile marketing.
The latest data shows that we are now well past the tipping point mentioned at the top of this post. The implications are clear - if you're not able to reach your audience through mobile search or display, or you're not providing a satisfactory mobile experience you will miss out compared to competitors who are. The trend in mobile device usage ('vertical screens') compared to all screen use again shows that we're well past the tipping point.
We've created a new summary showing the global popularity of using different digital devicesA using data from Global Web Index to include in for our State of Digital Marketing 2015 infographic. It clearly shows the popularity of smartphone ownership and emerging mobile devices like Smartwatches. Insight from comScore published in their February 2014 market review shows the picture that marketers need to build up.
However, we need to be careful with interpreting data on hours spent,A since we spend most of our time on smartphones checking email and using social media. So with so many site visits still on desktop, it's important when designing using a responsive web designA that the desktop experience isn't degraded and this has led to many larger businesses using an adaptive web design where layout and content are tailored for desktop, tablet and smartphone screen dimensions. We have a separate compilation of Ecommerce conversion stats if you're creating a business case for mobile optimised sites as explained in our mobile marketing strategy guide, this data is also valuable since it shows the variation in conversion rate by mobile type. The data clearly shows that Smartphone add-to-cart and conversion rates are much lower than for desktop - important if you're making the business case for a mobile responsive site. This source is useful since it's a regular survey showing the growth in use of mobile site visitors. Consumer preference for mobile apps vs mobile sites should also be thought through as part of mobile strategy. We reported comScore data in May 2012 that showed that on smartphonesA 82% of mobile media time is via apps.
This 90% figure is a key insight as companies decide whether to develop mobile apps or restrict themselves to mobile optimised sites. This research sourced from a 2015 study by eMarketerA into mobile ad budgets shows a different view. This update to this post features some of the latest updates on mobile statistics from 2014 and highlight some of the best sources to make the business case for investment in mobile marketing in your presentations and business cases to colleagues or clients. In addition to downloads for each country, you can also create your own charts focusing on KPIs of interest. Comscore is one of theA key worldwide sources useful for marketers to help us find out about the changes in use of mobile media by consumers. The report shows much lower levels of adoption in other European countries though - not even a fifth in most.
The report also has useful summary of dayparts of different device behaviour, similar to others published.
We hope this compilation of statistics about mobile usage and effectiveness continues to be useful - please share if it is and we'll continue to update it in 2015. If you want a single source of the latest stats across the whole of digital marketing, for Expert members, we compile a regularly updated set of usage statistics to use in presentationsA - it's updated each quarter so all the latest stats are categorised in a single place for including in presentations. Our "one-stop" download includes the latest stats to include in presentations to make the case for digital investment.
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This was the first of its kind event dedicated to educating and sharing in best practices for marketing tourism online. We have had to adjust much faster than other industries as travel-buying behaviour was quick to be influenced by access to the Internet.


The next "Big Thing" can wait.First we must understand how consumer behavior is shifting with increased time spent online and in consumption of media, and more specifically how this affects our business before investing in new platforms and technology. The importance of Education, on-going Training and Resources required to specialize in Digital Media. All of those I interviewed have developed larger internal teams, and have also expanded their network of agencies and specialists to keep up with the growth. Tourism spend and its economic impact needs to be measured beyond website traffic, social shares and to some degree even sales.
Join over 45 DMO's, All Major Hotel Brands, Hotel Management Companies and Attractions for two days of education and networking on March 31st a€“ April 2 in Toronto, at the TELUS Centre for the Performing Arts. After identifying the relevant content in hard copy, the iOS and Android app will play videos and other material to showcase the specific product. A pair of SneakairsA will connect to an app which uses GPS in the phone to direct the wearer by vibrating each shoe for the direction.
But Didi is so dominant in China,A Uber hardly touches the sides – Didi has an 87% share of the private-car hailing market in China and a virtual monopoly on taxi hailing with a 99% share.
But Didi is also a founding member of the global ride-sharing alliance, Rides Everywhere, with US-based Lyft. Apple’s involvement in this alliance on a global scale will be worth keeping an eye on in the medium-to-long term.
Reports based on Apple’s most recent earnings statement noted that sales in China fell year-on-year (although they still came in at more than $12 billion in three months). Bianco was most recently the group vice president for global hotel services at Orbitz Worldwide, with previous stints at Starwood and Hyatt.
Running the facility will be Sathish Nuggu, as managing director, having joined the company from Accenture where he ran projects for Starwood, MarriottA and Hilton.
The expansion follows its $60 million Series CA cap-raise in 2015 and entry into North America and other European markets. Peluso launched last-minute OTA Site59 in 1999 and sold it to Travelocity for $43 million in 2002, where she spent the next seven years as CEO. Chua started in the world of GDSs with Abacus and then Amadeus, before joining Travelocity and most recently Skyscanner. Danielle Sharp joins the company to become head of security and compliance, joining from Gatwick Airport where she was border security manager. It also, in a not-so-subtle way, declares that large-scale hotel owners and operators need to acknowledge and compete with the likes of Airbnb. Hence the interest in companies like Oasis, as well as services which aim to professionalize vacation rentals – such as Austin-based TurnKey. The addition of Amoma will bring the total number of hotels instantly bookble on Google to 230,000 in 19,300 destinations.
Products such as its reserved seats (including its Econo, Flex and Plus fare options) will be offered on the platform.
Products such as extra bags and others will be available on the platform, with Amadeus claiming a 100% increase on ancillaries sold for its airline customers during 2015. The deal now includes the Orbitz business, alongside existing brands such as Expedia, Hotwire, Travelocity, Egencia and Wotif. HotelSkanner is the consumer-facing travel service from the ExMarketplace media brand in the UAE. Hoteliers, online travel agencies and metasearch sites, rental car brands, and travel management companies are having to adjust how they do business in ways small and large. The winners will be those who have successfully adapted their travel technology businesses to the challenges and opportunities that have been exposed in the past several years by the sharing economya€™s success. You don’t need to start running a peer-to-peer marketplace to have a chance to profit from the adjacent opportunities. And no doubt it saved TripAdvisor a lot of headaches by sparing it from having to develop its own platform. The company has kept the app invite-only because it has only 15 travel consultants, based at its Boston headquarters, to handle booking requests from users.
Does having raised $19.7 million give Lola more runway than the typical travel startup (others are attempting a similar proposition)? Ita€™s important to note that this is a natural consequence of how Expediaa€™s Marketplace works.A  A hotela€™s visibility on the Expedia Marketplace is calculated by offer strength, quality score and compensation. Unfortunately, the chains, who are mostly asset-light marketing and distribution companies, have yet to make a step in the same direction for the benefits of their owners by reducing their franchise fees. This means that owners are now feeling the pinch of the large franchise fees that chains charge on bookings made via OTA channels even more.
They are discriminating against these consumers in the guest experience by, for instance, making online check-in available only to their loyalty program members who book on the chaina€™s own channels. Plusgrade chief executive Ken Harris says more than 50 airlines are seeing revenue growth as a result of its solutions. This is more than double the second biggest, Germany, where the spend came in at Euro 5.8 billion. And as company executives told Tnooz yesterday at their Bellevue, Wash., headquarters, theya€™re not planning on slowing down anytime soon.
On the front end, it explains the companya€™s commitment to maintaining individual brands, even after acquiring Orbitz, Travelocity and HomeAway last year. Migrations of Orbitz for Business to Egencia and the partner networks for Orbitz and Travelocity are also in the pipeline.
According to Morrey, the company spent $830 million on technology last year, plus another $3.4 billion in marketing spend.
ISAI and XAnge are believed to have participated in a Series B round for the company in 2014.
With this funding round, we will be able to invest more rapidly in quality and user experience, the ease of communication between travellers and local agents, and the development of new technological features to benefit our travellers, such as launching the website as a mobile application. For reference, TUI had a total of more than one-and-a-half million UK customers in the period.
Dynamic Ads has been the most effective Facebook retargeting product to date and it works great for e-commerce advertisers, but, time and again, we had to come up with customized solutions for our clients to make it work for travel.
It will allow travel advertisers to implement the main components of their business model into the newly created ad format and promote their business to the most relevant audience in an effective way. Using these new parameters, advertisers will be able to group categories by value or create more granular product sets, such as a€?Hotels with 4+ starsa€?, to bid more effectively.
In other words, if you are selling both flights and hotels on your website, you will be able to use flight signals for your hotel-level retargeting. By doing this, you will have the chance to bid more for the target group with higher length of stay which will help you to optimize ROI in a more effective way.
One of the most impressive changes on targeting with DAT will be excluding users whose check-in dates have passed from your target audience. Thus, once a user clicks on the ad, she will be redirected to the hotel page with the pre-defined check-in and check-out dates specified by the user on her previous visit.
For example, you will be able to show more expensive hotels’ ads to the users who viewed or searched for cheaper hotels in the same neighborhood and vice-versa.
Aqui veras como la utilizacion de un blog y de las redes sociales por las empresas ha venido en aumento, y continua creciendo.
Por ejemplo, el ano pasado 34% de las empresas en Estados Unidos tenian un blog, el proximo ano seran 43%.
Her deck is nearly 200 slides, so we have selected the statistics which best summarise the importance of mobile devices today. Mobile digital media time in the US is now significantly higher at 51% compared to desktop (42%).
This panel data shows that the majority of consumers are "multiscreening", accessing retail sites on mobile or desktop, so consistent experiences across device need to be deployed. As Rob Thurner explained in his post on KPIs to review mcommerce effectiveness, it's important to keep track of the split between users of mobile and desktop devices visiting your site(s).
This data from Nielsen on mobile media time shows the consumer preference for mobile apps which account for 89% of media time in mobile as might be expected from the use of the most popular social network, email and news apps. A Today, the latest data from Yahoo's Flurry analytics shows that 90 percent of consumer's mobile time is spent in apps. A You do have to be careful about interpreting this since, as the chart below shows, Facebook, messaging, games and utility apps will naturally have the greatest time spent and browser use is still significant by volume if not proportion. In 2015 mobile ad spending accounts for 49% of digital ad spending, which is only slightly behind the trends of how people are using their devices.
It may be useful for pushing back against over-enthusiastic colleagues or understanding consumer barriers.
This graph shows the pattern across Europe - follow the link above for US and other country breakdowns. So extrapolating UK behaviour to other countries would seem to be a mistake with the mobile figure still key.
Audience growth rate is 80% + on mobile in these UK sites, but lower on grocer sites for obvious reasons. Ofcom Internet usage report.A Ofcoma€™s Eighth International Communications Market Report was published in December 2014, this examines take-up, availability, price and use of broadband, landlines, mobiles, TV, radio and post across 17 major countries. May be this can be the other aspect through which many eCommerce companies are switching towards mobile app development.
By knowing what they are targeting and how mobile marketing works, they can allocate their marketing budget better and also reach more potential audience. Mobile marketing is becoming a vital component of a well-rounded digital marketing strategy. It is no longer enough to derive strategies to reach out to people in the spectrum: consumers, stakeholders, associates and employees through traditional mode of communication. Profee AdPro's unique combination of robust technology and innovative commercial model allows us to offer compelling propositions for our clients. In that inaugural event, produced in association with the Canadian Tourism Commission, the conference was focused around Search Engine Optimization, Website usability and development best practices, and more search engine marketing. These are only a few of the buzz words that have rushed us, maybe too soon into building expensive Mobile APPs, or to investing in Website development, most often without the budget to support it, or a plan to manage it. We need to continuously educate and be educated, and we require the support of our agencies and suppliers to keep us up to date now more than ever before.
Efficiency in marketing spend has become more important than ever before as digital marketing continues to become increasingly expensive, cross platform and devices, and Social media and reviews have become critical factors within the consumer path to purchase of travel.
Amadeus says that more than 110 airline customers have contracted its merchandising solutions. Therefore, when a hotel is, for example, not offering its most competitive rate to consumers shopping and booking via Expedia, those consumers are more likely to book a room at a hotel that is offering its most competitive rates.A  Expediaa€™s algorithm recognizes this natural shift in consumer preference and adjusts the visibility of these hotels in the marketplace accordingly. The initial version of DAT will be focused on hotel advertisers, allowing them to create retargeting campaigns at a property level. With the new structure, you will be able to target people who have shown more explicit intent, such as those who have searched for the same hotel more than three times. That feature will help you to avoid wasting impressions and money by showing ads to the users whose check-in dates have passed. As prices change frequently within the travel industry, DAT keeps your prices up to date and helps you serve more effective ads which will increase performance. There is no need to take out a phone, and Alexa is always listening — no button needs to be pushed.
Segun mi experiencia, pareciera que esta es una tendencia mundial, porque la misma situacion de promocion y adopcion del Social Media por las pequenas empresas las he observado aqui en Francia, y en Espana. It's now a question of using the statistics to understand how consumers behaveA when using different types of mobile devices and what their preferences are. Although mobile is growing in importance, this data from Adobe's latest Digital IndexA shows that in all industries the majority of visits are still on desktop.
But this has implications for advertising on mobile to reach consumers using apps like Facebook and Gmail. These stats also show projections for future growth, which is important as it shows where the market is going. As might be expected search was the most common starting point, but it's lower than desktop showing the importance of branded apps and mobile sites.
A regular survey for different countries starting in 2011, this enabled you to prepare your own reports.A Now this has been replaced by Google's Consumer barometer which enables you to create similar reports. For example, less than a third of Australians have ever bought on a smartphone and you can see there are barriers of security and preference for desktop purchases. The International Telecoms Union data reports mobile usage including mobile broadband subscriptions to show growth in use of mobile. This is a great source for showing the overall level of app usage across the four major mobile app platforms by country and drilling down into the popularity of individual apps for different sectors like retail, banking and travel. As example, here's the picture of desktop vs mobile device in the UK showing that when you look at most important device,A desktop and laptop remain important. Here is another extensive and visually lush infographic about the growth of Internet, Social Media & Mobile Usage in the last decade. Today, brand communication is all about individually connecting with people and retaining that connect. The result is Profee AdPro's SMS Marketing, the cost effective End-to-End Enterprise Mobile Messaging Service with high service level availability that is unmatched in the industry. The industry was just bracing for what was to come as access to WIFI and technology changed the way consumers buy and experience travel. Some travelers find their hotel with Expedia, and then choose to book direct with the hotel.A  Expedia receives no payment for these travelers, which effectively amounts to free advertising for hotels. The Web Just Lives in It.A This is a key insight as companies decide whether to develop mobile apps or create mobile device specific apps. It is clear that mobile is the future, and within 3 years it will come to dominate digital ad spending.
This reported at country, continent and overall levels, so is the best overall source for mobile penetration worldwide. For example, the latestA mobile app growth figures from Flurry show growth of category use by more than 50% in many categories. It provides both 1-Way & 2-Way communication and empowers customers with best quality, technologically advanced and highly secure customizable services.



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