Articles about actions of digital Web 2.0 applied to tourism marketing.

Slides of the presentation at the "University Conference on Religious Tourism"

Today I had the pleasure of participating as a speaker at the Fourth Conference on Religious Tourism made in the setting of the Abbey of Montserrat.

These are the slides that I used to illustrate my paper.

I hope you find them useful.

It has been a pleasure to participate in and even what has been, asist to the papers that the rest of my colleagues have done during the two days that lasted the congress.

We talk to each other.

Dinner - Conference on Tourism organized by the CETT 3.0

On March 20 I have the pleasure of participating in a dinner - colloquium organized by the University School of Tourism LETE. The event will be held at the hotel Hotel Acta Atrium Palace from Barcelona.

My presentation will focus on the evolution of Marketing at what we call Marketing 3.0 and how this affects tourism. Especially important everything related to Mobile Marketing, since during the summer campaign reached 30% of visits to tourist websites made through mobile devices.

The event is free, but seating is limited, so if you want to attend, please contact the organization as soon as possible.

Here I leave a link with more information: Dinner Colloquium Innovation and Tourism

See you!

Tourists not made reservations through social networks but use them for inspiration

A study by Text100 about 4,600 tourists of different nationalities, analyzes trends and behaviors of this group in social networks, and in general, compared to technology.

One detail before entering in social networks: according to this study the main reason why someone travels to a particular destination rather than another, is the price (61%)... Sobering when creating an action plan to promote a destination.

The tourist and social networks

The study shows that social networks are having a crucial role in the first phase of tourism (inspiration) and the last of the four phases (remembrance of experience). 88% of tourists under 34 admit to having used Facebook to decide what they choose for your vacation destination. 49% shared experiences through social networks during or after completion of the holiday.

Still, the recommendations of friends and family remains the main source of influence when deciding on a destination.

44% of respondents indicated that travel blogs helped them decide the fate (specifically blogs traveler more than the destination). 37% said they were travel forums, 27% Facebook, 24% Youtube / Vimeo, Pinterest and 22%.

Regarding Facebook, commenting that the figure of 27% who commented in the previous point, if we break down by continents is quite different: while in Asia 42% of tourists have used Facebook to decide, in Europe is only 15% who confesses did.

The group that has used social networks to find inspiration is aged between 25 and 34 years. Although that has influenced their decision was the segment 18 to 24 years.

Interestingly, in the "over 55" segment, 18% have looked confesses social networks to decide which hotel they selected destination.

With regard to recruitment, in Europe where less travel agencies online (37% in Europe, against 52% in the US and 50% in Asia) are used, although in all 3 cases, is the most widely used source hire both airline tickets and hotel nights (45% overall, Against 41% for web pages directly from airlines and hotels).

Tourists and Mobile marketing

Regarding mobile phones, the study indicates that tourists took the phone to keep in touch with family and friends while we are traveling (68% of tourists).

On the other hand, 33% of tourists use mobile phones to find information about the destination where you are. Approximately 50% preload their mobile applications that will be useful during the trip (read the study to see the type of application).

... It is already sickest 33% of Asian mobile tourists take to work while on vacation (globally, it is 25% of tourists).

Culture and age are the variables that affect the mobile phone usage occurs while on vacation. There is no difference between men and women.

As a negative point, 40% of tourists state that more images share through social networks while traveling if they had access to WIFI networks (You have to take note of this fact by managers of hotels and destinations).

Most shared shopping experiences are positive (for Americans and Asians) and experiences in historical sites (for Europeans).

The study is interesting and says so much more. If you want to go directly to it, you can download it here: study on tourism, social networks and Mobile marketing.

If you prefer to see a summary of the study, here is the video that the authors have done to make it known.


I hope you find it useful.
A hug

Discover the most sought after tourist activities in the online tourism sector

It has come to my hands an interesting academic study on most wanted tourist activities in the internet from United States. In this study searches, search intent, satisfaction with the results, how they have searched, etc. are analyzed In general, valuable information to plan the SEO strategy destinations and tourism businesses.

The study was conducted in the US with 10,000 users. The only criticism is that it uses very current data (which have academic research) and works with data from 2008 and 2009, which is an eternity in internet. Still, the results are interesting and I think that still apply in early 2013.

One of the most significant tables and I think it may be more useful, is analyzing the most sought type of tourist activity on the Internet (Table 1 study).

Types of planning of tourist activities online through a search engine:

Finding information about a particular destination 76.2 %
Searches prices hotel or a similar establishment 68.6%
Searches prices and airline schedules 62.2%
Searches for maps and directions to a destination 55%
Search of things to do at the destination 52.6%
Searches travel discounts and promotions 45.3%
Searches of potential destinations to visit 42.6%
Searches for places to eat or leisure destination 41.8%
Price Search for rental cars 35.9%
Find a local calendar to see events destination 33.4%
Searches of packages in resorts 25.3%
Searches of shops and places where to buy 23.5%
Searches related to cruises 22.8%
Searches of websites that distribute free travel brochures 15.1%
Searches of 800 numbers (of information) 8.4%

This information can be useful to us, for example, to the web of a hotel. If we know that 52.3% of searches are related to things to do in a destination, we can create a section on our web site precisely with this information, and title it "What to do ... (name of destination)", if a 41.8% are looking for places to eat at a particular destination, can do the same: create a section on our website where we offer this information. In short it is making "content marketing"Ie create complementary to our content and serve to attract visitors from search engines to our website.

Returning to the article in question, also it indicates that searches tend to be getting longer, but the authors do not see a correlation between long searches and satisfaction with the results. Both those doing long searches as those who make short, are equally satisfied with the results: about 44%.

On the other hand, the study analyzes what word used in first position when searching (see Table 8 of the document). For queries related to hotels, usually the name of the hotel or directly to your website, for tourist attractions, is usually part of the slogan of advertising, for destinations is the destination name or the name of the journal in which the they have been cited for routes is very tight, so much the name as the slogan, like the website, however, to find a means of transport is the name of an intermediary (a portal intermediation) used.

The entire document is downloadable from this link: A Framework of Search Engine Use for Travel Planning

I warn those who are not accustomed to rubbing shoulders academic documentation is a little hard to read why it is full of appointments and methodological clarifications, which on the other hand is necessary to give academic validity and rigor in conducting research. Luckily, you can go to the data tables and perform our own analysis directly.

I hope you find it useful.

Good Practices in Tourism Destination Marketing

One of the advantages of teach is that over time, the number of students who pass through the hands of one is huge, and if you are lucky enough that these students are people awake, alert to new trends and over, generous . That's when you have the privilege of going to receive updates on everything that is happening in the world of digital marketing continually. This is exactly what happened with the information that follows.

Marina Lopez, an alumna of Master of E-Tourism the Cett is working as a researcher in a new project Online communication Tourism Destination at UPF. Marina has been kind enough to send me the executive summary of the report "Communication Strategies of Marks destination in Spain"For who knows firsthand the online tools they are using the destinations analyzed in your research.

A very interesting information, which a few days later has been published in the journal Hosteltur (available here: Communication strategies destination brands in Spain).

Marina thank you very much!

And continuing the theme of promoting destinations, this morning I was working on creating an agenda on Digital Marketing for Sustainable Tourism on behalf of the IN ORDER TOWhen I come up with a video that automatically have become best practice in Videomarketing Sustainable Destinations and has been created by the Tourist Office of Peru. Do not miss it, it is really good and perfectly conveys the values ​​of sustainable tourism: respect and understanding local culture, tourism seen as an element of personal development of the tourist, tourism as an element of community development target, absolute respect the environment, etc ... and over, the main actor looks a lot (suspiciously) George Clooney :-)

Here it is embedded:

I hope that both the report and the video will be useful.

11 Predictions for the future Tourism

CNN published a few days ago a report on the predictions made by different experts on issues related to transport and tourism in the near future. Based on the investigation, a percentage probability assigned to each point and tidied most likely to least likely. This is a summary of predictions:

99% chance of that: magnetic levitation trains replace air transport

Well, it seems nowadays, high-speed trains are already replacing the aircraft on certain routes such as London-Paris or Milan-Rome. In our case, the Barcelona-Madrid, it is true that more and more people use it, but then to replace the airlift, even missing. Experts say that instead of trains as current, magnetic levitation trains are used (nearly frictionless) much faster than the current yes a replacement in the type of transport for short routes will occur. The prediction is to within about 10 years.

80% chance of that: Passports are obsolete documents

Experts indicate that paper documents will be replaced by microchips and biometric recognition. To me, it's prediction seems more plausible than before and faster to implement ...

70% chance of that: The space is a tourist destination

This is a reality, but not for everyone. But Space Adventures already markets the Russian space flight, Virgin Galactic and prepare their trips to orbit ingrevidez for next year. I would give almost 100%.

60% chance of that: Aircraft fly pilotless

Ui, ui ... here, I would drop them the chance. Although a couple of summers ago I was on the subway line that connects the area Doglands to central London and is driverless. To reassure passengers, there was a responsible man who was walking by train with a bunch of keys in his hand and intimating that he could take control if necessary. But then to generalize on airplanes ... even I see it a bit far.

50% chance of that: Hague hotels in space

Given that there is launching a capsule hotel planned for 2016 ... will all depend on how private space flight work ... but I would raise the probability.

40% chance of that: The planes are part of the transparent fuselage

This would be nice ... to see vast landscapes from the plane. In this case I do not have enough information and knowledge to assess the probability that you assign.

40% chance of that: the cars fly

Ummm ... the cost of something is very high. I would lower odds.

30% chance of that: Let's have a space elevator

There have touched my heartstrings, because as a good fan of science fiction, I spent years following the development of this issue and it seems that the predictions of 5 years are not going to meet (the elevator was scheduled for 2025 and there is a X and-Prize to encourage him to have it long before), but now it is talking about have it by 2050 (although I hope to see either an old woman). So you likely would rise, although long term.

You can find more info on the elevator and how is the issue in this article: space elevator (I included images of the models with which you are working)

20% chance of that: There exist no children flights

This is typical of certain cultures. In London there are establishments that do not let children (not smoking issue, if not to bother) ... and there are airlines on the top floor of the 747 seats allocated no children to ensure silence. So it may be that someone without children a flight to mind. We should see anti-discrimination laws what they think about it.

10% chance of that: The Airport Duty Free disappear and are only a showroom.

It seems very unlikely, although the idea is that you see the products, buy online and have them when you get home. The problem I see is that the Duty Free also are a hobby at the airport ... and that the issue of gifts back home must take into account that are delivered when you arrive, you do not come in the mail while you travel . So I would assign a probability of almost 0%.

To read the original article, you can do so here: CNN Predictions Tourism

We talk to each other.

Digital Marketing suite in Camprodón, July 4

Following workshops Digital Tourism Marketing organized by Costa Brava Pyrenees TourismThis July 4th I have the pleasure of giving "The nine basic techniques of Digital Marketing"In Camprodón.

This is a general talk on the main techniques that help drive traffic to a website. These are the SEO (search engine optimization), SEM (paid position), email marketing, public relations, presence on social networks, and others. It is an introductory class to the broad field of Digital Marketing. It is also a good way to review the basic techniques, if you have already participated in any of the previous talks.

During the five hours that lasts the day, we will analyze one by one all the techniques of attracting traffic, applied to tourism.

For more information or to attend this event, you will find what you need http://www.costabrava.org/jornades/turisme360/taller2012/

See you in Camprodón.

A hug.

See Google Hotel Finder, before coming to Spain

[Style_image width = "250" height = "300" image = "https://www.montsepenarroya.com/wp-content/uploads/2012/05/Captura_hotel_finder.jpg" align = "alignright" alt = "Google Hotel Finder "url =" http://www.google.com/hotelfinder/#search;l=Barcelona,+Spain;d=2012-05-27;n=1;ar=4147697,221841,4143466,204652,4132435, 209711,4131365,220221; v = l; h = 9712185766256903815; si = d8813345 "border =" yes "lightbox =" yes "fade =" yes "] This month of May has started operating a new version of Google Hotel Finder, A metasearch engine comparing prices hotel reservations web pages that are enlisted in this service (hotels and OTAs). This service started its first tests a few months ago as an experiment by Google, to enter fully in the tourism sector.

The launch was made only in the US, for the moment, but navigating between the results hotels can be found anywhere in the world, including Barcelona.

Expedia, Getaroom, Hotels.com and Booking are the major content providers of this service. Nevertheless, hotel sheets I've reviewed link directly to the hotel website (either by Google !!!), and only when you want to make a reservation directly from the portal, offers website providers but also gives you again, go to the hotel's own website.

Hotels can be searched by availability, price, star and user rating.

Each tab offers a summary of the main features of the hotel, comments Google accused to Tripadvisor, Expedia and other providers, a gallery of images (also taken from other websites), and a map with the location of the hotel in question.

In addition to its own website, Google Hotel Finder part of the Universal Search de Google and therefore its content also appears in the pages of search results on Google. Hotels appear right between Adwords and fruit of natural positioning results (see image under these lines), this is one of the novelties of the new version.

[style_image width=”” height=”” image=”https://www.montsepenarroya.com/wp-content/uploads/2012/05/Google-Hotel-Finder.jpg” align=”aligncenter” alt=”Google Hotel Finder” url=”http://www.google.com/hotelfinder” border=”yes” lightbox=”yes” fade=”yes”]

The downside of this service is that natural results are increasingly far from the top positions. Google already has us accustomed to watching videos, books, pictures, online stores (with the new Google Shopping), before the natural results. Now also include comparative hotel prices, when the search is related to this subject.

You will find more information about this service on the website of Google Hotel Finder: http://www.google.com/hotelfinder

I hope this information will be useful.

We talk to each other.

Digital Marketing for Rural Tourism, on May 2 in Banyoles

Course in Digital Marketing for Rural TourismOn May 2 I have the pleasure to teach a course Digital Marketing for Rural Tourism BanyolesOrganized by the Tourism on the Costa Brava - Pyrenees.

In the course of 5 hours, we will concentrate on analyzing the main techniques to attract visitors to a website: we will see how we can improve our position in Google (without paying, paying and through Google Places), we will see how advertising works on the internet, How can we make email marketing using tools that help us control campaign results, how to conduct public relations in online media, how to use social networks to find new customers and retain existing ones, and how is evolving the network into the already we call web 3.0.

If you want to attend this class or to view more information, please click the following link: Digital Marketing for Rural Tourism

See you there.

Web 2.0 for tourism businesses in Estartit

On March 19 I have the pleasure of teaching in Estatit 5 hours of Digital Marketing devoted to Web 2.0 and its evolution.

In this session we will see what is Web 2.0, how it differs from 1.0, which conform tools and how they can be used by tourism businesses in the area. Finally, we will see what is Web 3.0 and new brings.

This is a talk that I teach several times each week but which greatly enjoy every time I do. The specially prepared for each session and included examples that will help attendees understand each of the concepts. Over the days and weeks to review the section on Web 3.0 developments I found getting excited and passionate about my work make me.

This time is no exception.

If you want to attend the conference, please follow this link: Tourism Workshop 2.0

See you at the Estatit.