Online Optimization For Tourism Industry Presented at AmCham Paris France
36
Complex Made Simple Optimizing Online Sales For The Tourism Industry image source: stockvault.com @stringcanagency
-
Upload
jay-feitlinger -
Category
Business
-
view
317 -
download
2
description
The presentation for the AmCham France Hospitality and Travel Working Committee, and the AmCham France Retail Working Committee, are pleased to invite you to: Optimizing online sales for the Tourism industry Acquire and retain guests in an Online Travel Agency (OTA) dominated environment by maintaining control of your brand on Google and engaging your clients The Internet landscape is constantly changing and it is difficult to remain current on how to grow business from online sales. Today, when U.S. tourists are searching online, there are so many choices that often your company website is nowhere to be found. Instead, large travel websites are found when tourists are looking and they require that you surrender a higher profit in order to acquire those customers. What if you could build your own direct relationship with passionate consumers through online word of mouth? What if you were more frequently found when U.S. tourists are looking? What if you could increase your profits by driving more reservations directly through your own website, avoiding large travel portal sites that take a significant piece of your margins? Speaker: Jay Feitlinger, American Digital Marketing and Search Engine Optimization (SEO) Expert and CEO of StringCan Interactive, a US-based digital marketing agency with an office in Paris will share what changes have happened with the Internet, specifically with Google, why these changes were made, and ideas on how your Tourism, Hotel or Restaurant can leverage best practices on how to improve your profit and relationship with U.S. tourists. About the event: Most American travelers today use Google to find and make reservations online when traveling to Europe. The majority of these international visitors will ultimately find and use large travel portal sites like TripAdvisor, Orbitz, and Expedia, which decrease the profits made by the service provider. However, the digital tools exist to compete effectively with these portal websites especially with repeat customers and referral opportunities. In his presentation, Mr. Feitlinger will discuss how hotels, restaurants and travel service providers can leverage recent changes from Google on how to drive more traffic to their site and increase the number of reservations made directly on site. He will also discuss how to create awareness and build loyalty through online word of mouth, how to use content to increase your findability, and how to build an online bra
Transcript of Online Optimization For Tourism Industry Presented at AmCham Paris France
Complex Made Simple
Optimizing Online Sales For The Tourism Industry
image source: stockvault.com
@stringcanagency
Generating Results Globally
+
@stringcanagency
Our Volunteer @stringcanagency
GETTING FOUND
website.fr
WEBSITE
DURING image source: Flickr CC @DasNickus, @Yellowstone & @Door Concepts
AFTER
1 2
3 4
@stringcanagency
image source: Flickr CC @DasNickus
GETTING FOUND
@stringcanagency
6 BILLION searches per day
source: google.com 1/2014
@stringcanagency
source: cnet.com 5/2013
@stringcanagency
source: cnet.com 5/2013
@stringcanagency
PLEASE DON’T DO THIS
image source: twitter.com
image source: twitter.com
Proper Linking “The philosophy that we've always had is if you make something that's compelling then it would be much easier to get people to write about it and to link to it.” ~ Matt Cutts, Head of Google Webspam
@stringcanagency
image source: Flickr CC @Henry’s Travel, @Bee happy123 & @Dan Ripplinger
PAGE QUALITY SPAM SEMANTICS
@stringcanagency
Every day, 78% of search results
have some ranking change.
source: moz.com
@stringcanagency
source: moz.com
2009
@stringcanagency
source: moz.com
The Big Changes • Social Signals • Reviews • Local Optimization • Relevant New Content
@stringcanagency
Getting The Most Out Of Paid Search • OTA Contracts
• Using Branded Keywords • Optimized for your audience
• Focus on longtail keywords • Landing pages
@stringcanagency
800,000,000+
Google Hotel Finder
Google Hotel Finder Optimization • Google Places Page • Google Business Photos • No duplicate pages • Google+ account • Directories updated (i.e. TripAdvisor, Yelp) • Connection to a Global Distribution System
@stringcanagency
website.fr
LEVERAGING YOUR WEBSITE
INFORMATION EASY TO USE
VALIDATION image source: Flickr CC @Horia Varlan, @Zen Sutherland & @newsusacontent
SALES
1 2
3 4
@stringcanagency
Informational
Aspects of Website Information: • Text content • Image Content • Brand /
Ambiance
@stringcanagency
Easy to Use Your competition is Booking.com and Expedia, is your website easier to use?
@stringcanagency
Validating Can a visitor validate their decision without leaving your site?
@stringcanagency
Sales Driven Is your site the best salesman on your team? • Sales Speak • Understands the audience • Not everyone is ready to sign up on the 1st visit
@stringcanagency
DURING THE INTERACTION
image source: Flickr CC @Yellowstone
3 Goals During the Interaction • Likes • Reviews • Attach - emails
@stringcanagency
Like Getting the guest to Like, Follow, Pin or +1
Be creative Be exclusive Be active
@stringcanagency
Attach Find a way to collect an email address
Free WiFi Check-In
START
Kiosk
Rewards Cards
@stringcanagency
Review Reviews are vital to search ranking and purchase validation
Check-in Deals
Ask your guest
Email them request
@stringcanagency
AFTER THE INTERACTION
Getting Them Back Dynamic follow up strategy
Guest Departure Email – Receipt
Business Guest
Thank you email – Leave a review
+2 days
Special Business Guest Deal in
May
Family Guest
+2 days Thank you email – Leave
a review
+7 days – free desert if you book again
+38 days -‐ 72 hour Summer
Deals
American Guest
Thank you email – Leave a review
+2 days
+ 35 Days Share with a friend Deal
+65 days Special Facebook Access
to the Chef
@stringcanagency
Create Brand Advocates Develop and garner brand advocates • Invite online influential people to experience your
brand • Interact when brand is mentioned • Offer deals for advocates
@stringcanagency
6 Key Points • Google is constantly changing • Relevant content is king • Leverage & Optimize getting found • Make sure your website is as user friendly as
the OTA’s • Your website should be your best sales
person with content, reviews & call to actions • Engage with your guests during and after their
visit with social media, reviews and email
Q&A THANK YOU!
@stringcanagency
