“ทำตลาดเชิงรุก บุกตลาดกับ ททท.”

Prospering in 2011: How to reach our guests in today's environment?

Presented by Steve A. Johnson

Marketing Manager

Tourism Authority of Thailand, New YorkFriday, 17 June 2011

Baby Boomers

Generation X and Y

Honeymooners

LGBT

Medical tourists

Friday, 17 June 2011

Value Remains in Vogue: In pursuit of the best deal

Tourism Authority of Thailand, New YorkFriday, 17 June 2011

Bangkok

We depend on the kindness of strangers… but by better understanding our guests, their preferences and use of technology, we can be more independent and successful in reaching them.


Our Agenda

Sources: Google Images

What is the 2011 outlook for leisure travel?

How do different generations of leisure travelers interact with technology to plan and shop for travel online?

What affects the decision making of different generations when planning a trip—and what should you do to succeed?


Factors affecting our guests

Sources: Google Images


Totally Value focused

We cannot be reactive marketers – its about understanding where the customer is going and how to reach them

Most have realized that cheap is not always best.

Brand loyalty keeps falling, the new consumer is willing to trade down or try new areas, destinations, and or hotels – provided the price is right


We have to become smarter

Will require continuous dialogue and consistent support through

Travel marketing and e-commerce 1 in 5 consumers have no idea where they plan to vacation.

Fewer online consumers read hard copy material - we recently saw the closure of Borders

Media landscape has become highly fragmented – more interactive and dynamic


Baby Boomers Boomers take an average of 3.6 trips per year.

The longest trip averages 8 days;

They love life’s luxuries – they consider them necessities;

They are at ease with online research and travel booking;

Boomers want both comfort an adventure.


Generation X and Y 60% book some component of travel online

Gen. Y utilizes facets such as YouTube, Twitter, Facebook, MySpace etc

Gen Y adults remain optimistic about the economy, they are expected to play an essential role in the economic recovery with an aggregate income approaching 1 trillion

Between 2011-15 growth will largely come from Hispanic, Black and other multicultural groups


Honeymooners Echo boomers – highly experienced and sophisticated guests at a younger age

Demand personalization, raised with technology and shop 24/7 on their terms

82% of honeymoons are researched by the bride – 13% by the groom

An equal amount 37% book through a honeymoon specialist or online

50.6% choose a honeymoon destination based on affordability

87% use the internet to plan and research honeymoon options


GLBT affluent Travelers 86% take a minimum of 2 vacations per year

89% of these will take more than 4 a year

78% of these vacations are to long haul destinations

56% will fly premium cabin

87% will choose boutique/design led properties

90% will only stay in 4+ star proprieties


How do different generations of leisure travelers interact with technology to plan and shop for travel online?




Do I have to pay to check my bags?

How much? Are you kidding me?

Is it a nice hotel? Is it safe? Which is

better, a superior or deluxe room?

When is the weather best?

Where are some nice places to eat and shop? What else is there to do?

Would I save money if I went on another day? Or a different

month?

How can I trust what you‘re telling me?

Should I buy the cheapest fare or something else? Remember, this is your inheritance we‘re talking about.





WHAT DOES THIS MEAN FOR YOU?


I DON’T KNOW



4 Google Confidential and Proprietary

The Digital Revolution in Context

Distribution and Information Commerce Communication “Read” “Buy” “Talk”

1994 1998 2000 2003 2006 2010 Users 77M 400M 500M 1B 1.9B



Communication Hub: texts / email

Always on internet

GPS

App Enabled

Broad Availability: Android, iPhone, Blackberry, Palm


An Estimated 50% by the end of 2011


A changing consumer mindset Then

•I wonder how old Angelina Jolie is?

•I should shop around, it might be cheaper elsewhere • That restaurant is

probably booked up

Now

•Instant answers. •Search at fingertips/voice •Apps:

• OpenTable

• Red Laser • Kayak


Built in GPS Offers News

Maps Info

Search Directions

Friends


GPS for the traveler Then Fodors Frommer`s Local paper

Now

Lonely Planet Google MapsFodors.comGaycities.com


Lonely Planet


GPS for the local AND traveler

Then

Yellow Pages Concierge Print Maps / Guides

Now

Yelp UrbanSpoon MenuPages GayCities


For Locals and Travelers

Yelp Search Discover Nearby with Urbanspoon

Find the menu on MenuPages


A whole new world •

"Check In" and find your friends, tell them where you are

• Foursquare • Facebook Places • Gowalla • GayCities


Sharing your whereabouts


Google Confidential and Proprietary



8

What We’re Predicting for 2015!


DON’T PANIC!


12

‘Must Dos’ for Marketers: The Four Be’s

Be Found

Be Relevant Be Accountable

Conversion Optimizer

Be Engaging


*Source: Community Marketing, 14th Annual Study, 2009 Report Google Confidential and Proprietary 15

**Source: Gay & Lesbian Social Media Usage, eMarketer, 1/11 *Source: Community Marketing, 14th Annual Study, 2009 Report Google Confidential and Proprietary 15


**Source: Gay & Lesbian Social Media Usage, eMarketer, 1/11

Be Found

Nationally, pride events continued to move millions of hotels in the U.S*

Gays & Lesbians read travel blogs at twice the rate of heterosexual users**

Travel reservations are one of the Top 10 online activities for gays &

lesbians

The annual economic impact of GLBT travelers is approx. $63.3 Billion in the US*





Be Relevant


Google Confidential and Proprietary 16

Be Engaging: Customized Landing Pages




Be Accountable: Measuring Success

Google Insights for Search

Google Analytics


Mobile Web

How does your site measure up?


Mobile Web Browsing Look at your site on mobile Android and iPhone Make simple changes Avoid flash content (displays as a blank) Make sure site has big text / buttons Set right width (technical term: viewport width)


Mobile Web Browsing

Mobile Version of your site Harder, but good long term bet Focus on easy browse, reading, booking Select only critical pages

Click to call? Do you need an app? Maybe, maybe not HTML 5 gives app-like experience without the headaches Android, Blackberry, iPhone - long term investment


Importance of Local Search engines

Claim your listing on sites Info from web => info in mobile apps Ensure your info is accurate, up-to-date, and complete

Future: Advertising options will become available


More creative promotions CatchaChoo - Jimmy Choo Treasure Hunt


What should you be doing?

2011 Get your website mobile ready

Experiment in some way (advertise, special promo, etc)

2012 Mobile becomes key part of your plan


Source: comScore Brand Metrix, Norms Database, November 2008 26 Google Confidential and Proprietary

Develop Creative that Resonates with the Audience

Google Confidential and Proprietary 27

27

Most travelers are more likely to

purchase products and services

advertised with them in mind.


Successful curve ad campaigns




Connect With Users Through Engaging Video

YouTube, the world’s second largest search engine, is the home of online

Google Confdenta ad Proprietary video with 144M users worldwide . Source: Google Internal Data


How do we succeed moving forward?


Google Confidential and Proprietary 30 Google Confidential and Proprietary 30 Google Confidential and Proprietary 30

Recommendations on Utilizing Online Media

Opportunity

Search

Action Item • Maintain market share on queries • Have target market friendly ad copy • Drive search traffic to market specific landing pages

Mobile

Display

Similar to search, target ads to market specific friendly queries, i.e. active vacation, spa, history, cuisine, gay-friendly hotel Where relevant, run local ads • Run on target market high index sites • Reach audience through highly indexed interest category targeting • Have friendly creatives– both in terms of copy and image ads

YouTube

Target market friendly channel Highlight diversity attributes through compelling video


48

© 2010 Forrester Research, Inc. Reproduction Prohibited 48


© 2010 Forrester Research, Inc. Reproduction Prohibited

You have multiple opportunities and channels in which to sell – create your ―story arc‖

Story arc

Planning Purchase Departure Trip Return Next Trip


Source: Google Images

How to view traveler brand loyalty moving forward…

33 © 2010 Forrester Research, Inc. Reproduction Prohibited


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Create new ways to help travelers find the value you offer


Source: Google Images Source: Google Images

Travelers don‘t always know where they want to go



48



Make it easy for travelers to open their wallets


Make sure you offer the right written and visual content – and enable to traveler to configure it to her needs

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Let travelers share your content in their social networks



Partner with TAT - NY

We welcome your partnership –

It is key for achieving success.


Thank You

Tourism Authority of Thailand, New York
