online marketing challenges zürich tourism
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Online marketing challenges Zürich Tourism
Marc Bertschinger
Zürich Tourism, [email protected]
http://www.zuerich.com
ENTER 2015 Swiss day
Organization
• Private association (non-governmental) • Responsible for destination marketing in Zurich City and Airport • 130 employees• > 3,8m overnight stays in 2013
Zürich Tourism
Main issues
• Focus on inspiration, information and share (social media)~ similar to “A” and “I” of the AIDA-principle
• Increase bed nights by 8% between 2014 and 2018– Solid marketing activities in our main markets
Switzerland, Germany, North America and United Kingdom– Expansion of activities in Asia, Middle-East, and overseas
• Concentrating on leisure (30% of bed nights) and convention (10%)
• Establish 360° advertising (offline & online)
Marketing strategy
Decrease in online sales of hotel rooms (indexed)Online distribution
Source: Zürich Tourism
-70.3%
2005 2006 2007 2008 2009 2010 2011 2012 2013 2014
100.0
159.3
47.3
Market shares in online sales of hotel roomsOnline distribution
2008 2009 2010 2011 2012 2013
75.5%71.3% 71.1%
66.8%62.2% 63.8%
8.1%12.6%
15.0%18.6%
22.7% 22.5%
4.9% 4.1% 4.6% 3.1% 3.2% 1.4%
11.5% 12.0%9.3%
11.5% 11.9% 12.5%
Hotel Online Travel Agencies/GDS DMO / CTO Other
Source: HES-SO Wallis
Market share of Hotels in online salesOnline distribution
Source: HES-SO Wallis
2008 2009 2010 2011 2012 2013
5.7%
10.6%
13.6%
16.4%
20.9%19.4%
3.9%
4.4% 4.9%6.3% 5.6%
7.5%
Online Travel AgenciesHotel online bookings
Advantageous booking channelsHotel marketing project for Hotels in Zurich
OTA
Meta-Search Engine
OTA
OTA
Meta-Search Engine
Organic Search Engine Results (SEO)
Direct DistributionProject launched 2014
Advantageous direct DistributionProject planned for 2015
DMO
Search Engine Advertising
(SEA)
Ho
tel-
Web
site
Cu
sto
mer
Framework for Swiss Tourism IndustryHotel marketing project for Hotels in Zurich
Specific Keywords “Hotel Storchen”
Mid-generic Keywords
“Holiday Zurich”
Generic Keywords“Holiday Switzerland”
Abroad> 3h
Day Visitors< 3h
In Destination< 3h
Hotel
Destination
Switzerland Tourism
Offer to members of Zürich Tourism
• More than 16 Hotels are already participating• Low agency costs (starting at CHF 50/month)
• 3 different levels• Consecutive optimization
Hotel marketing project for Hotels in Zurich
42% of visitors are using mobile devices (zuerich.com)From Desktop to Mobile
mobile
tablet
desktop
Q3 2012 Q4 2012 Q1 2013 Q2 2013 Q3 2013 Q4 2013 Q1 2014 Q2 2014 Q3 2014 Q4 2014
79.0%
58.0%
12.6%
27.8%
8.4%14.2%
Source: Zürich Tourism
Bounce rate dropped after relaunchFrom Desktop to Mobile
Relaunch Website (responsive design)
January February March April May June July August September October November December
61.3%
53.3%
71.1%70.0%
62.2%
58.2%
All devices mobile
Social Media Channels of Zürich Tourism
• 117.000 follower on Facebook • 650 follower on Google+• 650 follower on YouTube
Social Media
Developing a new social media strategy 2015+Social Media
A I D A
Social Media
zuerich.com
Campaigns
Newsletter
City Map“The Visitor” Magazine
ExperienceTransactionInformationInspiration
ShareMarketing
model
AIDA principle
Owned Media
Paid Media
Booking Engine
Listen, Engange, Measure