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

Review of "CULTURAL TOURISM" José Antonio Donaire - Vitel • the Editions

Cultural tourism, between experience and ritual"It is a book worth reading by little you feel a certain interest in tourism.

The author knows what he's talking and knows the subject, not in vain is a specialist in tourism management in historic cities (among others related to geography and tourism topics).Turisme Cultural - José Antonio Donaire

Although in principle the book is aimed at an academic audience, the content is treated in a pleasant and at the same time is an amazing scholarship. It is recommended for all audiences.

The book is really dense in content, so it's not a book to read at a stretch. It is rather a bedside book. Something to read for a while and then stop to reflect on reading.

Some of the topics covered in the book are:

  • Culture (in capital letters) vs culture (lowercase)
  • The image of a destination vs. the real identity of its inhabitants
  • How is a cultural tourist
  • Cultural tourism is an experience or ritual

With deft skill, the author will introduce topics that seem simple and goes by going to dilemmas that require reflection, and eventually force you to leave the book aside, like it or not, and force you to think about what he said to you a opinion and position yourself to one side or another.

It also includes some interesting thoughts on web 2.0 and its applications in tourism issues.

Anyway ... A real pleasure to read.

Blog author: José Antonio Donaire
Publisher website: Vellum Publishing

Certain words stand out. "Luxury" is one of them.

Following analysis Eyetracking tests for the study of Search Marketing-oriented tourism, conducted during the months of December and January, today we will talk about the words that attract attention in the texts.

In the study "Eyetracking Media España"By the AIMC Y Alt64 in which I participated in 2005 when we analyzed the patterns of reading Spanish online press, we noted that before starting the reading of a text, the brain of the user scans the page you're thinking of reading, searching for words to call him attention. When the brain encounters words then you decide whether it is worth making the effort to read or not.

The same have been able to observe in the results pages of Google, and especially with certain Adwords. Let's see:

As I was operator of some of the tests conducted in December 2008 during the recording itself and I noticed that many of the people tested specifically looked some ads. Eye! No clicaban, only looked ... I mean, something caught their attention, but then kept looking. Obviously, some do clicaron on them because most of ads had to do with the search performed by the user.

If we look at the attached recording (see attached video), observaremos que tras revisar la página de resultado, algo llama la atención al usuario mientras mira columna de Adwords de la derecha. Hay un anuncio que llega a mirar hasta 3 veces. La grabación pertenece a un usuario al que se estaba testeando en la búsqueda “hotel Barcelona” y su tarea consistía en indicarnos dónde buscaría un hotel en esta página de resultados (SERP=Search Engine Result Page).

We can see that after reading more or less in depth the SERP, goes to read the ads on the right and after them all, staring at one of them and then return to it. It is the announcement of Splendia. Why is fixed at that ad? You failed to tell us why.

Another user (see this other video attached) In the same SERP it performs the same type of navigation and again is fixed in the notice ... but this time also it click. Why do you look at him? Why do you click? Asked the user, he says that just because they noticed him, liked what it said (and that is) and CLICO in it.

But the action set in this particular ad and not the rest has been something that has made 22% of users (12 persons over 54) who tested this page. Looking at the map of heat generated by these users, we found that really something caught 12 people.
Eyetracking Google Adwords Splendia

(see map attached map showing the addition of the 12 users who set eyes on this point. We can see how it really was for them an important point in the SERP)

In another task in which users tested were looking for a hotel suite in Barcelona from the SERP that appears when searching for "suites hotel Barcelona"He happened exactly the same, but with greater intensity: this time, 37% of users set their sights on a particular ad: Adword second in the right column. And guess what ... it was again Splendia announcement, which appeared on this page in another position.Eyetracking Google Adwords Splendia 2

Again, something caught the attention of users, this time 20 people from a total of 54.

(See image map hot aggregate of the 20 people who watched the announcement of Splendia. In this case we can see that the effect is not as explosive as above, but continues to call attention to the 20 people fix their gaze on this announcement, when they are looking for "Suites" and the ad the word does not even appear)

This "something" that draws attention to many users in different search results pages, is the word “Luxury” that Splendia used at the beginning of the description of your ad.

In the study Eyetracking Search Media You can read more about this and you will discover what else caught the attention of users.

Hotel vs. Intermediary Portal: Portal wins ... and long!

As I mentioned in my previous post, during the months of December and January we have been conducting a study aimed at Tourism Marketing Search using Eyetracking technology. (Read previous post)

Well, we did another test users to testeábamos was to request that they should seek a hotel in Barcelona making Google search "hotel Barcelona" (without quotation marks).

Eyetracking_Google_hotel_barcelonaEyetracking_Google_hotel_barcelona

Let's keep going…
Una de las cosas que queríamos averiguar al realizar este test era si los usuarios entrarían en un portal de intermediación hotelera o bien elegirían un hotel determinado. Los resultados fueron concluyentes, el 74% de los usuarios se decidieron por un portal de intermediación y sólo un 26% clicó en un resultado que pertenecía a un hotel. Curiosamente, todos los usuarios que clicaron directamente a un hotel, lo hicieron a través de Google Maps.

So let's see why people CLICO where CLICO:

So let's see why people CLICO where CLICO:

When we asked why users had clicked where they clicked, most of which clicaron on a brokerage site indicated they did on that specifically because they knew him.

People who clicaron about hotels, also said it was because they knew him or because they had heard and knew the hotel was nice, and was well situated, etc ...

In some cases, users indicated that the ad title was what had most caught their attention. Especially the "400 hotels in Barcelona” de Booking.

In other cases, certain words caught their attention, that users did read the title and accompanying text and clicaran. This is the case eg in Splendia Adword 5 position shown on the left ... a place where almost theoretically would not have to receive clicks.

The theme of the words that draw little attention and get people to fix their gaze and click there, deserve special analysis ... so these words will discuss in the next post.

... and another interesting thing related to this research: between the results shown in this first page natural positioning (SEO) only appear 4 hotels. Well, 3 of them are hotels that we have done consulting position to reach on this page: Hotel Pulitzer, the Axel Hotel and the Hotel Royal Ramblas. It is something that all members of GEA Internet we are proud.

Later note: The study has already been published. You can download it here: Eyetracking Search Media .

Google Maps vs SEO: SEO keeps winning

During the months of December and January we have been conducting a battery of tests to develop a study Search Marketing-oriented tourism. The tests for the study were performed using Eyetracking technology and a personal interview after the test is completed, to know where users tested looked and looked there and why not elsewhere.

In total, 54 people aged between 16 and 68 years were tested.

The results have been very interesting and will publish on this blog as we move forward in analyzing the data.

The first of the curious things we've noticed is that While Google Maps appear is important, more important still running first for natural positioning. Especially in specific searches. In general searches such as "hotel in Barcelona"There is no doubt about the importance of appearing on Google Maps. In this post we will analyze the specific searches.

Let's see why we have come to this conclusion:

One of the tasks to be carried out by users was to find the website of the Hotel Pulitzer in Barcelona between all the results that appear on Google by searching for "Hotel Pulitzer Barcelona"(Without the quotes). Apareceían 234,000 results.
Eyetracking Hotel Pulitzer Barcelona
Looking at the heat map image I show along these lines, we can see that the official website of the hotel appears in both Google Maps and in the first place by natural positioning. As well:

  • A 51.85% of users in clicaron first result of natural position.
  • 40.74% of users clicaron on the web that appears on Google Maps.
  • 7.41% of users (4) were wrong and clicaron on Adwords or other natural results, convinced that clicaban the hotel website.

When we asked why they had clicked clicked where the answers were as follows:

  • Those who had clicked on SEO results indicated that rely more of these results. In fact, 22% had not even looked at the area of ​​Google Maps and gone directly to the SEO area. When asked why they did not trust, most indicated that they thought it was instead advertising and knew the results that follow the map are not advertising.
  • Those who clicaron on the map indicated that clicaron on the map that appeared in the middle of the screen and saw that it was directly and the hotel page.

Most people indicated that the URL of the hotel was what I told them it was the hotel's official website (obviously they called the "hotel management" not the URL, I am writing URL to facilitate the writing of this post). 25% also indicated that the title of the result indicates "Official Website" had reaffirmed that they were right and that was the official website.

  • 4 people wrong and clicaron on other outcomes, they were convinced that they were right and had given the correct web (until they saw the web to which arrived after clicking, of course, at which time they realized their mistake). In most cases it was the URL that misled them and made them believe they were on the correct result. URLs that were the type clicaron "Hotel-Pulitzer-Barcelona.h.rez.com"Hence some people confused. Although the titles of the ads also helped confuse "Hotel Pulitzer Barcelona"As the title of a Adword is able to confuse anyone if not take into account other parameters.

As for Adwords in general, almost everyone looked at some point 3 advertisements are highlighted in the upper zone (only 25% not looked), regarding the lateral Adwords, were not so lucky, and only 22% watched them.

In another post again we discuss the issue SEO vs. Google Maps, but using an example in which the results it delivers the page, in both cases are different (the Avanzo ... SEO wins again).

Later note: The study can download it here: Eyetracking Search Media .

Online sales in the hotel sector and revenue Management in HotelTrack'08

On October 21 will be held HOTELtrack´08 under HOSTELCO. This seminar is organized by IDtrack and judging by your program promises to be interesting:

  • Development and practical application of revenue management in the hotel sector. Montserrat Cano Sol Melia
  • Strategies for implementation of Yield Management in a hotel. Sonia Prieto of NH Hoteles
  • Advantages and disadvantages in implementing an ERP in a chain. VIVA HOTELS Royal Bernat
  • Panel Discussion: revenue management is the future for small and large chains? moderated by David Manzanares CETT Peguero Consultants
  • The importance of seal of quality in the online channel. Miguel Mirones of ICTE - Institute for Spanish Tourist Quality
  • Closest approach to clients: marketing through the web, using web 2.0 in the sector. Javier Moreno Gonzalez-Soria and the Holy GOOGLE Spain
  • Web 2.0 in the hospitality industry: the importance of the opinion of the visitor. Pablo Ciutad of ATRAPALO
  • The mediator's role in time of crisis: problems and practical solutions. Francesco Canzoniere of VIAJAR.com
  • Online sales strategy from the point of view of a hotel. Ton Lodder T3 Hotels
  • The four keys to the success of your hotel online. Toni Mascaro of eMascaró
  • Social media marketing, the customer takes power. ITH Jaime Pons (hotelier Technology Institute)
  • The sale and online positioning. Moderator: Enric Lopez CETT - UB

I find it particularly interesting to hear the different proposals on the Web2.0 applications to the hospitality industry that will make Google, Atrápalo and ITH, as it is not easy to apply a large number of concepts 2.0 to the website of a hotel, and so new approaches are always welcome.

También la ponencia de Toni Mascaró promete ser interesante por la gran experiencia que tanto él, como su empresa, tienen en el sector hotelero online. Será un placer escucharlo.

Witbookings GeaMarketing Y Witbookings estamos llevando a cabo una batería de A/B testing con la página web de un hotel, donde parte de los temas que testeamos son el impacto de los sellos de calidad y seguridad. El objetivo es aumentar la conversión de visitas a cliente en la web de este hotel del 1% al 3%. La página es nueva y está online desde agosto, ahora ya tenemos suficiente masa crítica como para empezar a realizar este tipo de tests, así que en ello estamos.

The A / B testing is interesting: in some cases have reached 4.5% thanks to having made A / B testing with various versions of web pages of hotels ... but I'm going with "branches" and now I would speak of a / B testing and is an issue that goes a long way ... so I return to the issue of HotelTrack'08 and close the post: HotelTrack see you in next Tuesday!

A hug.

Review of "ODYSSEY" Jack McDevitt - La Factoria de Ideas

ODISEA, Jack McDevitt - La Factoria de Ideas"Odyssey" It is part of the series The God Machine And you can see it. The first quarter of the book is only in a position to put the reader and makes you wonder more than once if you've not made a mistake and you've already read this book.

Another quarter of the book is dedicated to budgetary policy and to give an opinion on the marketing and very simple and primary public relations, which could have done without quietly.

Some of the characters are the same as Omega, Chindi Y Deepsix, aunque más maduros ya que ha pasado el tiempo. En esta ocasión tienen que conocer la verdad sobre “los jinetes lunares”, unas naves espaciales que aparecen cerca de sistemas cercanos a la Tierra y que amenazan algunas de las construcciones humanas fuera del planeta, entre las que se encuentra un colisionador de partículas construido en la órbita de un planeta fuera del Sistema Solar (obviamente, disponen de tecnología que les permite viajar a través del hiperespacio y por lo tanto, situarse en cualquier parte de la galaxia en tiempos razonables)… como en la mayor parte de las obras de esta serie, el libro se termina sin que quede claro quiénes son los visitantes de otro mundo.

A part that is interesting is that talks about space tourism and balance between research budgets and sources of income derived from space tourism.

The book goes well, but not of hitching.

91% of US hotels have WIFI and only 16% charged for it

Tourism Review ha publicado un artículo en el que se indica que el 91% de los hoteles norteamericanos ofrecen conexión WiFi a sus clientes. Según esta misma fuente, hace 4 años, el número de hoteles que ofrecían éste servicio en éste mismo país era de 35%. Así que podemos constatar que es un servicio cada vez más ofrecido y que por supuesto, los clientes van a estar acostumbrados a recibir.

Desconozco las cifras españolas a este respecto, pero llama la atención que sólo un 16% de los hoteles cobran por este servicio, cuando en España, la tónica general es la contraria: muchos hoteles españoles ofrecen WiFi a sus clientes, pero pocos hoteles ofrecen WiFi gratuito a todos sus clientes. Aún así, algunos empiezan a hacerlo e incluyen el WiFi gratis a ciertos tipos de cliente, por ejemplo, en sus packs para hombres y mujeres de Negocios o a clientes preferentes.

Parece pues que en España deberá realizarse una corrección en este sentido y además de generalizar el ofrecer WiFi, deberá ofrecerse gatuitamente, si se desea una orientación al cliente completa.

Para leer el artículo en Tourism Review hacer click aquí: http://www.tourism-review.com:80/top_weekly_full.php?id=1082

Ansari X-Price: spacecraft Contest - Prize for who gets to place a spacecraft to 100 km

Tomorrow marks the Ansari X-Price in the Mojave Desert, California. This year the prize for getting to place a ship 100 Km. High, it is 10 million dollars. The big favorite is the team of Paul Allen (Microsoft) and Burt Rutan (aerospace pioneer) in SpaceShipOne.

Virgin Galactic SpaceShipOne (which is one of the ships of the team Paul Allen and Burt Rutan), means that increasingly we are closer to private space flight.

But back to the X-Price:

The X-Price is to achieve two flights to 100 Km. Of soil, within a maximum of two weeks.

Allen and Rutan are sure to get it, but there are 24 more teams competing against them.

Among these, is the team of Eric Meier and Phil Storm, the company Space Transport Corp Inc, both renowned scientists and experienced in the manufacture of spacecraft since both worked for Aerojet Corp. (Redmond [neighboring town of Seattle] ).

[Mental Note 1: Paul Allen = Seattle, Aero Jet Corp = Seattle ... It seems that the Seattle area is fully aerospace boil. Will it be by generations of locals have worked at Boeing and the subsidiaries that have been created around?].

In the Seattle area, we also find another interesting company: LiftPort Inc (Bremerton). Nothing more and nothing less than dedicated to building a space elevator, which will drastically reduce the cost of materials placed in orbit. Specifically, according to statements by its President and founder Michael Laine, the cost would be reduced from $ 20,000 per pound to $ 400. The first prototype is already under construction.

(Article where we explained a few months ago, the operation of a space elevator: space elevator)

Although it seems clear that SpaceShipOne wins, most of the participants, what they really expect is to find investors for their projects. Projects are all aimed at locating people and goods in space, at low cost, which in itself, and seem like a good deal.

It is said by unofficial means Jeff Bezos, Amazon.com founder is also working on creating a company that will manufacture spacecraft. Specifically it founded in Seattle (yes, again Seattle) the Blue Origin, a company that thinks devoted to space tourism.

[Mental Note 2: With Paul Allen (Seattle), Jeff Bezos (Seattle) and Richard Branson (London) and we have 3 billionaires entrepreneurs, tucked into the world of space tourism. This is a clear indication that there are business opportunities and money to win].

From these pages we will monitor the X-Race in the coming days ...

very interesting years ahead. Definitely.

Further information for anyone wishing to broaden their knowledge:

Official of X-Price:
X-Price

Information on the Argentine team that will compete in the X-Price:
WildFire

The Seattle Post article where the virtues of companies in the Seattle area and its relation to space tourism industry and the X-Price are discussed:
Seattle Post - Space Tourism