Slides Colloquium "Innovation, Tourism and Web 3.0" CETT Alumni

These are the slides I used to illustrate my participation in the symposium organized by CETT Alumni and entitled "Innovation, Tourism and Web 3.0," which was held on Wednesday 20 March in Hotel Acta Atrium Palace from Barcelona.

The organization of the event was flawless and assistance of numerous public, so what more can you ask?
I hope you slides are useful.

A hug.

University Conference on Religious Tourism this March in Montserrat

One more year, the Abbey of Montserrat next to the University of Girona, the University of Barcelona and the International University of Catalunya organize these days dedicated to reflection and debate in the specific field of Religious Tourism, Which in this edition I have the pleasure to participate. The sessions will be held on 4 and 5 March 2013.

What is Religious Tourism?

He Religious Tourism It is a reality that is growing and is constantly evolving. Its origins date back to antiquity, with the organization of pilgrimages to go to places that are considered sacred.

although the Religious Tourism born from the desire to get in touch with God, from the point of view of people who practice it can be considered a junket where the religious element is a main goal, besides the desire to move, to rest, the desire to meet new landscapes, new people, to know the cultural heritage, etc.

This means that you can give the promotional and organizational treatment of any tourist event, not losing sight of its main objective, which is the religion ... although it is noteworthy that academically precisely the difference between a "pilgrimage" and an act of "religious tourism" is that in the pilgrimage the goal is the journey to reach the holy place, and the Religious Tourism It is considered the sacred place as part of the trip, but not the final destination ... academically might consider the Religious Tourism a variant of Cultural Tourism, but with a religious orientation.

Approaches controversial about Religious Tourism

Some people are angry with the use of the term "Religious Tourism"They believe it is the result of the secularisation that affects everyone. I am not of this opinion. From the pastoral point of view and particularly from monasteries and Catholic Shrines, I think that this form of tourism is a unique opportunity to make known God's word, while showing the magnificent cultural heritage of the Church, disclose their customs, rites and life in their communities. And of course, also it is considered as a source for funds for the maintenance of this heritage, but this is not the main objective of this tourist practice.

Marketing and Religious Tourism

My presentation at the conference will be about how to publicize religious tourist resources (material and immaterial) and the establishments in which to spend the night, through the Internet and specifically with the use of all specific techniques of Digital Marketing. In fact, the whole afternoon of the second day of the conference will be dedicated to Digital Marketing for Religious Tourism and will have the presence of renowned speakers such as José Antonio Donaire appreciated and Núria Galí (whom even I have the pleasure to know, but I hope to remedy during the conference).

For my part, the goal of my participation will be formed, much as I can in the time I have assigned in Congress, in Digital Marketing for Religious Tourism the persons responsible for promoting websites Monasteries, Sanctuaries, Retirement Homes and specialized in pilgrims.

The target audience reach with messages is large (there are around 2,000 million Christians in the world), hence from the point of view of a marketer thinks a good job segmentation and product creation can be done specific for each segment, with unique value proposals and adequate promotion to each segment.

Given that I am Catholic and I sing in a Sacra choir specializing in musicI think I'll be able to gather worlds, a priori, seem contradictory, but in reality they can be reconciled perfectly.

If you want to attend the conference, you will find more information in this PDF: Tourism seminar program IV

Or here:

Montserrat Abbey Foundation, 2025
08199 Montserrat
Tel.: 93 877 77 25

Registration closes on 25 February.

Since the days are university, assisting them 1 ECTS credit provides free choice in the organizing universities, if this is your case, please alert the register to prepare the necessary documentation to validate credit.

See you in Montserrat 4 and 5 March.

A hug.

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.

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

See you in Camprodón.

A hug.

See Google Hotel Finder, before coming to Spain

[Style_image width = "250" height = "300" image = "" align = "alignright" alt = "Google Hotel Finder "url =";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, 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.

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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:

I hope this information will be useful.

We talk to each other.

Mobile session in Girona Tourism Marketing

Turisme Costa BravaOn December 13 I have the pleasure of giving in Girona a session devoted entirely to Mobile Marketing for tourism businesses.

This session is taught in the context of training: VIII Training Workshop of Tourism of Costa Brava which aim to train in different areas all tourism businesses in the Costa Brava.

This session will cover the following:

  • What is Mobile Marketing and why it is so important.
  • How to know if we need it or not.
  • Different ways to practice the Mobile Marketing
  • Different ways to get a website to be fully functional from a mobile phone.
  • Different types and levels of application for a mobile phone.
  • Two-dimensional codes, what they are and what they do. Tools to create them ourselves.
  • Advertising on mobile phones and how we can hire.
  • Augmented reality applied to mobile telephony.

As usual in this type of session, I will see that as practical as possible and all examples will be related to tourism.

Registration for this session was closed due to lack of available seats, but the organization has changed the location where it should be done in this way, able to accommodate more people. So if you want to attend and you had not communicated to the Patronat, there's still time to do so. You will find more information here:

Note: If your company has already developed some tourist application you want to analyze and, eventually, include best practices, please contact me through this blog. In the end credits I will thank these companies and will include their data.

We talk to each other. A hug.

Class Slides Advanced WordPress

Yesterday I had the pleasure of teaching a class of Advanced WordPress, especially designed for tourism businesses. The event was organized the Tourist Board of the Costa Brava Gone to cabo and the magnificent Auditorium of the Technological Park of the University of Girona.

This class was the second part of the class Creating Websites using WordPress, y ya dábamos por supuesto que todos los asistentes sabían cómo utilizar un WordPress y las utilidades de sus funciones básicas. Así que dedicamos las 4 horas de clase a mejorar la instalación base de WordPress para conseguir una página web con un mejor posicionamiento en buscadores, a conocer cómo incluir los códigos de Google Analytics, a cómo conseguir una página web con un buen formulario de contacto, una zona con suscripción a una newsletter o a novedades de la web, vimos un gran número de plugins que pueden sernos de utilidad en la página web de un hotel o de cualquier establecimiento turístico, vimos cómo crear una landing page para una campaña (y conseguir que esta página no aparezca en el menú) y vimos también ejemplos de páginas de hoteles creadas utilizando WordPress.

Overall, I think the students were well prepared to work a little more on their projects and get excellent web professionals with all the features necessary for their business sites.

I used slides to illustrate my explanations are as follows.

I hope you find them useful.

A hug.

Good practices in promoting Spanish tourism brands

Seven Spanish universities are working together on the development of an interesting compendium of best practices in the promotion of tourism destinations. The project is called "New advertising strategies and promotion of Spanish tourism brands on the web”.

In this research the quality and appropriateness of the portals of Spanish to your target audience tourist brands as well as its content, usability of the portals, interactivity with the user, the transmission of branding, marketing, analyzes etc. .

The aim of the project is to make available to the destinations a set of best practices that help them enhance their brands and connect with potential customers.

The project is running since January 2009 and still will be until the end of 2011, so it is not over and the investigation is ongoing. Fortunately, the website created especially to share this information and you can see some of the good practices: good practice in SEO to destinations in treating brand, accessibility, etc.

If you want to see some of these best practices, you can do so by clicking here: good practices in promoting tourism destinations

If you want to see when presentations will be made on research and results, you can see by clicking here: Results presentation

If you're not a destination, I think that this information can be of use, so do not miss it!

A hug.