Online Booking and Experiences Launch of the MBTAG Tourism Ideas Fund Galashiels, 05 September 2018 Nik Sennhauser www.digitaltourismscotland.com
Hi, I’m Nik! Ni Nik Se Sennhauser • DTS Trainer and Coordinator • MSc International Tourism Management • 11 years experience in business support • “Digital Traveller” nik nik@sennhaus nnhauser.co.uk uk @DT DTSnik www.digitaltourismscotland.com
Digital Tourism Scotland A partnership with the backing of seven organisations : Scottish Government, Business Gateway, Highlands and Islands Enterprise, Scottish Enterprise, Scottish Tourism Alliance, Skills Development Scotland and VisitScotland Programme delivery partner: Elevator www.digitaltourismscotland.com
Digital Tourism Scotland We’re here to help you understand and take advantage of your digital marketing options with clear, practical advice on everything from search engine optimisation to social media. www.digitaltourismscotland.com www.digitaltourismscotland.com
Digital Tourism Scotland 400 4000 94% Workshops Workshop Excellent Aug 2015 Delegates or Good www.digitaltourismscotland.com
www.digitaltourismscotland.com
Wh Why y Digital? • Advancements in technology and changes in consumer behavior • Why being online bookable is important • Online booking options for Experiences • Online travel agents • Online booking engines • Peer-to-peer online marketplaces (Sharing Economy) www.digitaltourismscotland.com
www.digitaltourismscotland.com
www.digitaltourismscotland.com
www.digitaltourismscotland.com
www.digitaltourismscotland.com
www.digitaltourismscotland.com
www.digitaltourismscotland.com
www.digitaltourismscotland.com
www.digitaltourismscotland.com
Technology www.digitaltourismscotland.com
www.digitaltourismscotland.com
• 7.6 billion payments (2017) • 202 countries • 244 million active accounts •Accept 100+ currencies • 17 million businesses worldwide www.digitaltourismscotland.com
• 100+ countries • 100+ currencies • Preferred by young tech businesses: Twitter, Kickstarter, Shopify, Salesforce, Lyft www.digitaltourismscotland.com
• 520 million registered users • 100 million daily users www.digitaltourismscotland.com
www.digitaltourismscotland.com
www.digitaltourismscotland.com
Millennials now make 54% of their purchases • online Four in ten purchases are made using only an • online channel for searching and buying • In 2017 almost 59% of ecommerce sales occurred via mobile www.digitaltourismscotland.com
www.digitaltourismscotland.com
#Babysitting www.digitaltourismscotland.com
#Silversurfers ! ! www.digitaltourismscotland.com
Who sleeps with their phone? Everywhere !!! Ev www.digitaltourismscotland.com
70% sleep with or next to their phone 13% keep in in bed 3% sleep with device in their hand www.digitaltourismscotland.com
www.digitaltourismscotland.com
75% of millennials would rather lose their sense of smell than their mobile phone www.digitaltourismscotland.com
www.digitaltourismscotland.com
www.digitaltourismscotland.com
www.digitaltourismscotland.com
www.digitaltourismscotland.com
www.digitaltourismscotland.com
www.digitaltourismscotland.com
www.digitaltourismscotland.com
• 40 Websites visited before booking • 77% Read reviews before choosing hotel • 53% won’t book hotel without reviews • 62% More likely to book hotel if management responded to reviews www.digitaltourismscotland.com
www.digitaltourismscotland.com
www.digitaltourismscotland.com
www.digitaltourismscotland.com
www.digitaltourismscotland.com
www.digitaltourismscotland.com
www.digitaltourismscotland.com
www.digitaltourismscotland.com
www.digitaltourismscotland.com
www.digitaltourismscotland.com
www.digitaltourismscotland.com
www.digitaltourismscotland.com
www.digitaltourismscotland.com
www.digitaltourismscotland.com
www.digitaltourismscotland.com
www.digitaltourismscotland.com
www.digitaltourismscotland.com
• Make it easy for people to spend their money • Visitor Management Tool • Save time • Customisable www.digitaltourismscotland.com
Experiences www.digitaltourismscotland.com
Online Booking Options Online Travel Agents (OTAs) Online Booking Engines Peer-to-peer online marketplaces (Sharing Economy) *non-exhaustive list www.digitaltourismscotland.com
Online Travel Agents (OTAs) Pros Cons Commission • Dominate Search Results • • Control over price Reach • Control over product • • Volume Access to travel agents worldwide • Trusted Brands • Easy to use for customers • Low maintenance • • Low marketing costs www.digitaltourismscotland.com
www.digitaltourismscotland.com
www.digitaltourismscotland.com
highest number of tour and activity listings globally (55%) • • 11 local languages and has more than 3,500 partners 8 million visitors a month • 20% of traffic comes from Tripadvisor (which has 155million visits a month) • Lowest price guarantee • www.digitaltourismscotland.com
VS Viator Expedia Types of trips Scheduled and on demand Scheduled only Cancellation policy Prescribed Set your own cancellation policy Customer information provided Guest name Guest name • • Contact number Email address • • • Additional information such as pickup • Booking number location and add-ons www.digitaltourismscotland.com
Online Booking Engine Pros Cons Lower fees (flat fee + booking fee) Set up costs • • Greater control over price and product (Digital) Marketing costs • • Your own branding Maintenance costs • • Customisable Compete with OTAs • • Payment Gateway Fees • www.digitaltourismscotland.com
www.digitaltourismscotland.com
www.digitaltourismscotland.com
www.digitaltourismscotland.com
www.digitaltourismscotland.com
Channel Management www.digitaltourismscotland.com
www.digitaltourismscotland.com
www.digitaltourismscotland.com
www.digitaltourismscotland.com
www.digitaltourismscotland.com
www.digitaltourismscotland.com
• Millennials • Quest for authenticity www.digitaltourismscotland.com
www.digitaltourismscotland.com
www.digitaltourismscotland.com
www.digitaltourismscotland.com
www.digitaltourismscotland.com
www.digitaltourismscotland.com
www.digitaltourismscotland.com
www.digitaltourismscotland.com
UNYOKED www.digitaltourismscotland.com
www.digitaltourismscotland.com
Waiting list 1,200 land owners registered by 2018 www.digitaltourismscotland.com
www.digitaltourismscotland.com
www.digitaltourismscotland.com
www.digitaltourismscotland.com
www.digitaltourismscotland.com
www.digitaltourismscotland.com
• Vayable's mission is to become the global platform for real-life experiences. • Vayable is a new way to experience local culture. • Experiences are created by independent insiders. www.digitaltourismscotland.com
• Vayable's mission is to become the global platform for real-life experiences. • Vayable is a new way to experience local culture. • Experiences are created by independent insiders. www.digitaltourismscotland.com
www.digitaltourismscotland.com
www.digitaltourismscotland.com
www.digitaltourismscotland.com
www.digitaltourismscotland.com
www.digitaltourismscotland.com
www.digitaltourismscotland.com
www.digitaltourismscotland.com
• Sum Fees/ Commissions • Features and policies • Reaching your audience • (Digital) Marketing requirements www.digitaltourismscotland.com
Thank you. Any questions? 0300 013 3385 www.digitaltourismscotland.com www.digitaltourismscotland.com
Recommend
More recommend
