The Travel Industry and the Internet – A Two Day Crash Course Courtesy of "The Chicks"

Ever wanted to learn about how Web 2.0 is affecting travel distribution, marketing and promotion? Then you should have been at the Online Revealed Conference Tourism Internet Marketing Strategy Conference in Puerto Rico mid September.

Citing itself as a source for solutions to the declining airlift, global recession and nervous consumers, the conference provided strategies and tips on how to maximise return on investment, target your specific travel niche and exploit the increasingly frugal consumers’ love of special deals and offers. According to a number of sources, with over 42% of online travel consumers researching and purchasing travel online today, for travel marketers the Internet is definitely the place to be.

The Conference series which was the concept of “A Couple of Chicks e-Marketing Agency”, a dynamic Canadian company seeking to make Internet marketing strategies more accessible to the travel industry, provides a forum with a unique approach to the ever-changing online marketplace and what it means to hospitality suppliers, vendors, hotel groups, individual hotels, tourism operators, travel intermediaries, agencies and other Travel Professionals.

Patricia Brusha and Alicia Whalen were the best hostesses ever and made the topics a cool, clear obvious path to success rather than geeky and intellectual.

Whereas most forums leave you feeling more confused and overwhelmed with all the jargon and technical techniques reserved for smart Harvard grads, “the chicks” seemed intent on “dumbing” down the topic and making it a really simple subject (RSS?). Even the obviously very experienced and successful presenters seemed to have been well schooled by “the chicks” to avoid “infomercials” and to speak in ordinary understandable language.

The small intimate group of participants left the conference on the final day as team members and colleagues, not as strangers, intent on conquering the Internet to ensure the Caribbean travel industry gains its rightful share of global business.

With attendees from a number of Caribbean countries including Tourist Boards and hoteliers from St. Thomas, St. Croix, Jamaica, Antigua and Montserrat, in addition to participants from the US mainland including Minnesota, Florida and further afield, the seminars, workshops and one on one sessions, provided expertise from some of the most respected advocates in the travel business, focussing on using the Internet to more effectively market the Caribbean.

The best part of the Conference was the unusual accessibility of the presenters through both structured one on one ten minute sessions allowing all attendees to sign up to speak to presenters on more specific issues related to their business, as well as the luncheons which were not structured formal stuffy affairs, but quick buffets allowing people to mingle with those experts and colleagues that could help them tweak their marketing strategies. The entire Conference had a special informal and casual feel - had to ditch the suit on day 2 - which made for a more productive, educational experience, no hard pitches, just a willingness for complete sharing of information.

I have already received feedback and follow up from two presenters- thanks Richard Kunz and Edward Perry. Hoping to add you to my mentor list!

Top notch presentations were given by Hari Nair, Vice President of Market Management at Expedia; Richard Kunz, Principal Consultant - Tourism and Hospitality for T4G Ltd; Marvin Dejean, Senior Vice President of Media Strategies and James Shan, Strategic Global Markets Advisor of Poweri Technologies; Edward Perry, Director of E-commerce for WorldHotels; Mandy Gresh of Travelzoo; Cal Simmons Founder of Five Star Alliance; Mark Carlinski, VP Sales and Business Development of VFM Interactive; Carson Pierce, President of Idea Market; Melinda Van Patter, Client Relations Manager at Marketwire; Brian Silengo of TIG; and Patricia Bruscha and Alicia Whalen of A Couple of Chicks e-Marketing.

My greatest takeaways: · How hotels can maximise their business from online sources resulting in major increases in online bookings. By recognising the reduction in airline capacity and the increased airfares to the region, hoteliers can seek to ensure that guests receive value for money by utilising online channels and packaging options.

· The case study of Tourism British Columbia which has successfully shifted much of its marketing budget (70%) to online marketing giving significantly higher and measurable return on investment.

· Key drivers for lucrative online bookings- Websites with virtual tours, videos, social networks and blogs, in addition to utilising the growing number of travel review sites for vital feedback and promotion, developing a good email database for email campaigns, and maximising testimonials and recommendations to better position hotels.

· Rich media increases online bookings by 36% for virtual tours; 112% for videos and 149% for a combination of virtual tours and videos.

· Essentially, travel is a highly visible and experience based product, lending itself to a more interactive method for marketing and a greater reliance on customer perception, which is most often shaped by the experience of others. The Caribbean images and lifestyles are made for rich media. The Internet has the potential to bring a property or destination to life more effectively than magazine editorials or print advertising.

“The chicks” are hoping to bring the forum back to the Caribbean in 2009 in their well received fun, interactive and non- intimidating environment. I will definitely be booking for the next conference - the Caribe Hilton was a great venue also - give me the dates so I can plan my vacation around the conference. Perhaps August would be a better time or early December so I can Xmas shop also? Hopefully by then I will have a case study to present on my success using the strategies and tips learnt in the inaugural conference.

Really, what are they saying about YOU?

Well I recently had a reason to be checking the news online extensively to monitor reports related to a recent local incident. Of course, I had bought the book mentioned in my earlier post “What are they saying about YOU!” written by Andy Beal and Judy Strauss called “Radically Transparent- Monitoring and Managing Reputations Online”, but had not yet read it. So I dusted it off, scanned the contents and went straight to Part III- Monitoring, Repairing and Planning your Online Reputation.

Funnily I had set up Google alerts for my name many months ago – I just like to read about myself online! But decided to use the guidance in the book to check on a particular local company. I used Google alerts, technorati, blogpulse, some forums, social bookmarking sites and reputation engines to set up a sentiment analysis. The sentiment analysis process really helped to pull together what could be very overwhelming into a systematic analysis of how you are viewed online and how it changes over time. It also provides a method to track your progress once you start to implement some of the strategies suggested to improve online reputation. (Question though, some of the same sites and blog posts come up through different channels i.e. Technorati and Google Alerts and also on subsequent days- should these be counted separately as part of the chatter or disregarded as duplicate?)

So while tracking, I read the rest of the book- well, actually couldn’t put it down. Well researched with many real life examples, this is a book that provides you with the tools, and specific guidance on how to use these tools. Every professional and business should have knowledge of these tools, although I still believe many may not recognise the importance or impact the new world of Web 2.0 may be having on their business. Which is leading me along the path to do some research related to the hospitality industry.. I am currently checking on what academic research has been done in this area… there is a dissertation to be written there!

I was also quite enthused that even before reading the book, I had done a number of things for my personal reputation suggested… yes, I am blogging (and already have seen great results in terms of a few good connections); I have a LinkedIn profile; I have a Facebook profile; I have a website (not yet very social media friendly). There are many things I can do to increase my online profile.. i.e. get more involved in forums and review sites (first thing will be to write a review of this book on Amazon!), respond to Yahoo Answers queries, write a few wikis and obtain myname domain. This book provides a rational reason to get more involved whereas before I wasn’t quite sure of the value of the time spent in these “social” networking areas. Still can’t quite get my head around Second Life but shall keep an open mind and have a proper look.

I will have to give this book a read at least a few more times, although, it is written in such a way that you can easily skip to specific areas of interest. There is a lot in it but you can pick off one strategy at a time, explore it, implement it and of course, monitor it.

I just read about a further iteration of online reputation management, that there are also services out there where anybody can check your online profile and reputation by just tracking your email address (e.g. Rapleaf) and they can also give feedback on you and your reputation. So it seems you cannot hide at all in this “Radically Transparent” World. The key is to know what you are doing, know why you are doing and know what the implications and consequences may be.

Next stop, Amazon.

From Blogging to Reality

It's been a while, I know. But what a busy time. Of great interest, a couple of months ago was the visit of the POWERi team to Antigua and Barbuda, and the Turks and Caicos.

You may recall from my posts many moons ago, that through blogging about a presentation at the CTO Conference last year, I met the very impressive POWERi Technologies team and to cut a long story short, have been working with them to extend emarketing knowledge and tools throughout the Caribbean.

In May, the high powered team comprising Marvin Dejean, Vice President of Media Strategies and Laura Pierson, Vice President of Client Services from POWERi Technologies along with their Metamend partners including Glen Convey, President and Murray Owen, Vice President of Marketing, spent 3 days in Antigua, then 3 days in Turks and Caicos.

The seminars were hosted by the Antigua Hotel & Tourist Association and Wired Island in Turks and Caicos and gathered a cross section of hoteliers, bankers, Government officials, wholesalers and website designers totalling nearly 100 people between the two islands.

Quite a lot of media attention was generated both in Turks and Caicos and Antigua (click here for some TV footage).

We are hoping to spread the message across the Caribbean so that particularly small independent hotels (some of the most unique and intimate hotels in the world) can exploit the power of the Internet to position their hotels beside the big players and maximise revenue.

I'll fill you in on our crusade throughout the Caribbean.

The Internet and Small Hotels in the Caribbean- Part II

Listen to the second part of the interview with David Andrade, CEO of POWERi Technologies.


http://www.drivehq.com/file/df.aspx/shareID3389804/fileID137987195/AudioPlayer.swf

The Internet and Small Hotels in the Caribbean

A few weeks ago I was able to speak to David Andrade, CEO of POWERi Technologies (see earlier post- The Power of the Internet-Nov 22, 2007, to see the power of blogging and making new connections!) He shared his thoughts on the impact of the Internet and Social Networking in the travel industry, and how small hotels and small businesses in general,particularly in the Caribbean, can use these tools to maximise profit. Actually, it has taken me all that time to work out how to get it in the blog! But I have always believed in learning by doing- I shall soon be an expert!

http://www.drivehq.com/file/df.aspx/shareID3312363/fileID133583730/Interview%20with%20Poweri-Dec%203dhqcomma%202007-%20Part%20I.swf

Listen out for the second Part in the next post

What are they saying about YOU?!

It was a few posts ago (see November 22, 2007), when I was in awe of the Power of the Internet and Technology. But realised, with the advent of social networking (through chat, messaging, email, video, voice chat, file sharing, blogging, discussion groups, etc.) word of mouth information is now on steroids!! Whereas before a person would see or call a friend and family and workmates about their recent vacation, now you can post photos and send your review to family, friends, workmates, and a million other stranger-friends through blogs, forums, message boards, YouTube and the many other growing configurations of Web 2.0, at a touch of a mouse.

Now, that is fine if the experience was good and good things are being said. In fact this has spawned a whole new revolution in marketing and PR, using and developing consumer brand advocates by harnessing the power of consumer generated content online. Buzz marketing, viral marketing and influencer marketing emphasise the effectiveness of getting compelling messages to critical persons who will have a propensity to pass on the message to a wide network of persons, and social networking has made this so much easier.

But what if somebody is saying something bad about you on the World Wide Web? Chances are that someone has sampled your service and is saying something about it that others are reading which is influencing their decision. I asked whether hotels and destinations are really monitoring what is being said about them and the effect this is having on their business?

Well, apparently hotels can and are monitoring what is being said about them on the World Wide Web. “Buzz monitoring” is a whole industry in itself spawning a number of specialized services and some specifically designed for hotels and those in the hospitality industry to help them manage their brand and strengthen their reputation management. Services like Collective Intellect, HotelProtect; Chatterguard, Searchview; Avalon Report; and Review Analyst are providing businesses with the information on what is being said in which forum and by whom and even how they are rated on travel review sites.

Probably costs a huge amount, is it worth it? According to Todd S. Defren of SHIFT Communications “The CEO, CFO and CMO care about MONEY. They know implicitly that reputation drives REVENUE, which is the only reason they care about reputation in the first place.”

But for those on smaller budgets you can apparently do it your self for free- well to a certain extent, not counting the time to do it. News Alerts like Google Alert will cover mainstream media, blogs, forums and groups to find out what they are saying about you; Technorati and Google Blog Search can be used to track what is being said about you by bloggers if you subscribe to RSS feeds or email alerts for your brand; co.mment.com can be used to track the comments of the blogs which may be more relevant. The same can be done with Flickr for photos, YouTube for videos and Boardtracker for forums. Serph, pulls together this information from a number of sources as does Yahoo Pipes, letting you custom design what you what to find out from a variety of sources. MyBuzzMonitor allows you to place the results of your buzz monitoring on your website so you let people know what is being said about you (quite a brave approach).

That’s your homework for this week, set up an alert for your property or business. Also set up one for say a well known brand and see what results you get. See a whole selection of free tools at http://www.marketingpilgrim.com/2007/08/26-free-tools-for-buzz-monitoring.html

And when you find out what they are saying what should you do? How should you respond? Many may take these issues lightly but according to Jonathan Ashton, Director of SEO, Agency.com, while presenting at the Search Engine Strategies Conference 2007 in San Jose, California “Brand owners can no longer control your message. The community sites facilitate the word of mouth communication. That branding you've invested can be killed completely by one single complaint.” He illustrates some brands that don't exist anymore because of the impact of negative word of mouth marketing. “Complaints can have a life of their own. Buzz management is now brand management. Push marketing from corporate sources is less impactful. In this era of social computing, word of mouth, customer reviews, and tagging that carries more weight than the billions of dollars you've invested. You need to abandon the top-down perspective on brand management. Actively seek out the communities that respond and engage them. You have to play defense.”

An entire book (soon to be released) has been written about online reputation management by Andy Beal and Judy Strauss called “Radically Transparent- Monitoring and Managing Reputations Online”. Andy said at the same Conference “A great brand can take months, if not years, and millions of dollars to build. It should be the thing you hold most precious.-It can be destroyed in hours by a blogger upset with your company. A new product launch could take hundreds of TV commercials, dozens of newspaper ads, and an expensive ad agency.-It can also spread like a virus with the praise of just one customer, at one message board. A company can dominate market share, throttle competition and hold the #1 brand in the world. It can also crash in months if it fails to listen to what its customers want.”

He suggests some very useful tips on addressing consumer generated media at http://www.marketingpilgrim.com/2006/03/online-reputation-monitoring-beginners.html, how to manage incorrect information, how to manage negative information and also how to outreach to relevant message boards, forums, user groups and blogs before any trouble strikes.

Sounds like there is a new full time job on the horizon for every serious company- an online reputation manager! Or better yet outsource.

It's The Conversation Economy.....Stupid!

It has been a while since my last post, but I have actually been on a mission. A mission to find answers to the questions posed in my last post. I was guided quite serendipitously to the Caribbean Sales and Marketing Strategy Conference hosted by the Hospitality Sales and Marketing Association International and the Caribbean Hotel Association.

The Conference held in Puerto Rico in mid December was quite focussed on Internet Marketing, eCommerce and Integrated Marketing Communications and presented information on society trends such as the new digital lifestyle and social networks by Trend Analyst, Michael Tchong of Ubercool.

I now know about “screensucking” and “logonorrhea”; how the new consumer values time over money (“luxury is having time to do what you want to do”) and are propelled by the Foutain of Youth trend (driving growth in spas- the 4th largest industry in the US, yoga, plastic surgery and memory enhancing games (Brain Age and Brain Age 2- my brain age is 34!))

That “Generation Ecstasy” is demanding the very best and now; and the Sushi Generation expect superb experiences rather than goods and services. (The Experience Economy by B. Joseph Pine II and James H. Gilmore in 1999 is still extremely relevant where they define a new economic era in which every business is a stage, and companies must design memorable events for which they charge admission and engage customers in an inherently personal way. Delivering great service is still no longer a winning strategy).

Of particular interest was the presentation by Cindy Estis Green of the Estis Group, on “Social Media and Social Networking: The Dawn of Customer Engagement”. As promised the presentation delivered information on the evolution in Internet Market described as nothing short of a revolution. “Consumers are driving the many new uses of online media, and they aren’t stopping to worry about how marketers will communicate with them in this brave new world. It’s a place where promotional messages are being replaced with conversations, where discussion of product is being replaced by expert handling of content, where distribution is being replaced by an understanding of social networks.”

According to wikipedia (itself a reference social media) “Social Media is the democratization of information, transforming people from content readers into content publishers. It is the shift from a broadcast mechanism to a many-to-many model, rooted in conversations between authors, people, and peers”. Social media can take many different forms, including Internet forums, message boards, blogs, wikis, podcasts, pictures and video. Technologies such as blogs, picture-sharing, vlogs, wall-postings, email, instant messaging, music-sharing, group creation and voice over IP, to name a few. Examples of social media applications are Google (reference, social networking), Wikipedia (reference), MySpace (social networking), Facebook(social networking), Last.fm (personal music), YouTube (social networking and video sharing), Second Life (virtual reality), and Flickr (photo sharing)."


We learnt about tools like bookmarks, tags, widgets, brand education, blogs and how the travel industry favourite, consumer reviews, can be leveraged to the benefit of a travel marketer. Essentially Cindy described how “The name of the new game is customer engagement” and how we can use many online techniques to successfully reach the customer (research indicates that two-thirds of online customers use social media and not just teenagers!). The concept is to understand and meet the consumer in a more engaging fashion and facilitate their research rather than seeking to lecture them on what we think is best. Social Media will change the way marketing is done! Savvy travel marketers will now need to seek to influence consumers at every point during the travel planning process using these new tools.

But caution was given on how marketers should enter this brave new world and join “the conversation” to avoid appearing to seek to control messages, an approach consumers no longer eagerly accept or believe. It was recognised that the most important brand managers are consumers themselves and that marketers should be encouraging consumers who like what they are selling to speak about it among their various social networks (90% of consumers said a hotel review influenced their ultimate purchase).

And why is this so important? Engaged customers spend more money and come back more often; and you are only as good as your most recent Google or Yahoo results (or bad trip advisor review!).

Unfortunately, only 150 people were at this Conference (one of the best I have attended) when this is so crucial to how the Caribbean moves forward and ensure that we are not yet again left behind. The Caribbean as a destination must understand the trends affecting our guests and ensure that we deliver what they need.

The Caribbean should be leading in the embrace of these online tools as it doesn’t cost much compared to attending trade shows, half page monthly ads in travel magazines, and filming resort ads to air on CNN (which probably only Sandals can afford).

And further, by nature, Caribbean people love to converse and engage people- could this be a way to harness and develop a possible comparative advantage in the Conversation based economy?

When I came up with my title to the blog post (which I thought was quite innovative), of course I googled it (as you do) and lo and behold it is a title already used. Read this article from Business week in April 2007 which basically speaks of the same issue, the change in media and the effect on marketing.

http://www.businessweek.com/innovate/content/apr2007/id20070409_372598.htm

Well for those waiting for answers to those questions posed in the post below, I will let you know in my next post what I found to be happening in the industry already and areas yet to be exploited.