Tag Archives: marketing

July 10, 2014 · 2:44 pm

Generating Synergistic Value for Business and Society

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Synergistic value integrates insights from the stakeholder theory [1] [2] [3] and the resource based view theory [4] [5].

The stakeholder theory [1] provides opportunities to align business practices with societal expectations and sustainable environmental needs. Businesses ought to reconcile disparate stakeholders’ wants and needs (e.g. employees, customers, investors, government, suppliers etc.). Firms can create synergistic value opportunities by forging alliances with internal and external stakeholders.  This may lead to an improvement in mutual trust and understanding. As a result, there are also benefits for corporate reputation, brand image, customer loyalty and investor confidence. This societal engagement also responds to third party pressures, it lowers criticisms from the public and minimises regulatory problems by anticipating legal compliance.

The synergistic value model [6] as featured in Figure 1. presents the potential effect of the government’s relationship on the organisation’s slack resources. Moreover, scarce resources are a facilitator for quality and innovation. Therefore, discretionary expenditures in laudable practices may result in strategic CSR [7] outcomes  including; effective human resources management, employee motivation, operational efficiencies and cost savings (which often translate in healthier financial results) [6]. business-comment_05_temp-1359037349-510143a5-620x348(source: Camilleri, 2012)

This promising notion suggests that there is scope for governments in their capacity as regulators to take a more proactive stance in promoting responsible behaviours. They can possibly raise awareness of social and sustainable practices through dissemination of information; the provision of training programmes and continuous professional development for entrepreneurs [6]. They may assist businesses by fostering the right type of environment for responsible behaviours; through various incentives (e.g. grants, tax relief, sustainable reporting guidelines, frequent audits et cetera) [6].

 

Synergistic value implies that socially responsible and environmentally-sound behaviours will ultimately bring financial results – as organisational capabilities are positively linked to organisational performance. Synergistic value is based on the availability of slack resources, stakeholder engagement and regulatory intervention which transcend strategic CSR benefits for both business and society.

References:

[1] Freeman, E.E. (1994). The Politics of Stakeholder Theory: Some Future Directions Business Ethics Quarterly, 4(4), 409

[2] Jones, T. M. (1995). Instrumental stakeholder theory: A synthesis of ethics and economics. Academy of Management Review, 20(2), 404–437.

[3] Donaldson, T., and Preston, L. E. (1995). The stakeholder theory of the corporation: Concepts, Evidence and implications. Academy of Management Review, 20(1), 65–91.

[4] Orlitzky, M., Siegel, D. S. and Waldman, D. A. (2011). Strategic Corporate Social Responsibility and Environmental Sustainability. Business & Society, 50(1), 6-27.

[5]McWilliams, A. and Siegel, D. 2011. Creating and capturing value: Strategic corporate social responsibility, resource-based theory and sustainable competitive advantage. Journal of Management, 37(5), 1480-1495.

[6] Camilleri, M. A. (2012). Creating shared value through strategic CSR in tourism.. University of Edinburgh. https://www.era.lib.ed.ac.uk/handle/1842/6564 accessed 10th July 2014.

[7] Werther, W. and Chandler, D. (2006). Strategic Corporate Social Responsibility: Stakeholders in a Global Environment. London: Sage Publications.

[8] Porter, M. E. and Kramer, M.R. (2011) Creating shared value. Harvard business review 89.1/2 (2011): 62-77.

 

Links:

http://www.timesofmalta.com/articles/view/20131010/business-comment/Unleashing-shared-value-through-content-marketing.489766

http://www.timesofmalta.com/articles/view/20130523/business-comment/Leveraging-organisational-performance-through-shared-value-propositions.470940

http://www.timesofmalta.com/articles/view/20130124/business-comment/Creating-shared-value-for-long-term-sustainability.454548

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May 26, 2014 · 2:05 pm

A Search Engine Optimization Strategy for Content Marketing Success

This post also appeared on Social Media Today

Internet Marketing

Search engines are continuously collecting data from every web page so that they can better serve their online users. It may appear that they act like librarians who try to find the right book to satisfy their patrons. Evidently, the search engines’ systems are capable of taking a lot of information before they split up the best results for their users. Every search engine has a secret recipe which is called an algorithm. The algorithm turns all the information into useful search results. It goes without saying that the web pages which appear in the first page of search results are placed in a better position than other sites which feature in the latter pages of the same search query. Therefore, certain web sites are ranked higher in search results. Some sites are more popular than others as they are easier located on the web.

Search Engine Optimization (or simply SEO) is the process of getting traffic from the “free,” “organic,” “editorial” or “natural” listings on search engines. All the major search engines including Google, Yahoo and Bing present search results along with links to web pages and other content including videos or local listings. Such content is displayed and ranked according to what the search engine considers the most relevant to its users. Of course, the sites’ content cannot lack proper visibility. Websites cannot afford to become buried in search results. A recent saying among millennials goes; “The best place to hide a dead body is page two of Google’s search results.” There are several key ingredients that site administrators ought to consider as they develop their quality content. Ideally, the content strategy of web sites should resonate with the individual internet users in the following ways:

 

  1. Keywords Based on Search Intent
    Search results will feature pages with information containing the few words which were inserted by internet browsers in their search query. Therefore, keywords maintain their vital role in optimization. They determine page rank as they drive relevant search traffic. Keywords are still the primary entry method to the search process, whether initiated by conversational or exact match searches. It is very advisable to integrate keywords in URLs, titles, body texts and internal links to align meta-information of content with the search intent.Recently, the release of Google’s Hummingbird algorithm has expanded rank requirements beyond keywords. Although greater emphasis is now placed on conversational search, Hummingbird did not eliminate the need for keyword targeting. Interestingly, this week Google announced its latest update, namely; Panda 4.0. Google maintained that it wants to prevent sites with poor quality content from working their way into its top search results. In other words, Google strives to remain relevant, as it is assuring its users that they will get the answers they are looking for.
  2. Quality Inbound Links for Authority and Discoverability
    Quality inbound links between websites matter. The webpages which link to other sites will often strengthen their URL link for search engines. Quality content will naturally gain quality links. Yet, link-building strategies should never be disregarded. Inbound links continue to influence search rank and visibility. Search engines will always evaluate the authority of inherent, linked content. Therefore, links are one of the best indicators of relevance and credibility. That’s why savvy site developers often keep focusing their attention on gaining quality links through organic, white-hat methods such as reciprocal linking.
  3. Responsive Design for the Mobile User Experience
    As the mobiles’ share of digital traffic continue to rise, content should be optimized for an enhanced mobile users’ experience. Mobile internet has already surpassed desktop traffic. According to a recent comScore survey, mobile devices accounted to no less than 55 percent of all digital site traffic in January 2014. In addition, comScore maintained that 89.4 percent of mobile media users had accessed Google sites via smartphones in January 2014. Consequently, marketers need to optimize their content for mobile search. Key mobile considerations that factor into responsive design may include page load time, content length, voice search behavior, image and video processing as well as formatting and structure. Mobile consumption habits and responsive elements can be at the forefront of web site administrators. It is in their best interest to ensure a fluid content consumption experience across all devices.
  4. Social Sharing Functionality to Enhance Social Signals
    When relevant content is widely shared across different social networks, search engines may respond by identifying and incorporating all social signals in their search results. Strong social engagement often signifies content quality and resonance. Therefore, site developers ought to place social sharing buttons to facilitate their content promotion for further dissemination – through other digital media. The frequency of user updates may also attribute rank value to dynamic data. It is very likely that in the foreseeable future, social actions will gain greater influence. Google’s algorithms are increasingly becoming more sophisticated as they continue to expand to include broader web and social connections.
  5. Authorship Mark-ups for Rank Influence
    Apparently, both Google’s and Bing-Klout’s Authorships have incorporated their users’ social influence and digital presence in their rankings so as to improve the quality of their search results. In a sense, there is an opportunity for web site administrators to pursue engagements with influencers. Previously, the credentials to display author information may have included web signals such as authorship mark-ups and email verifications. The new qualifications now include relevance and engagement levels of content. This latest development reaffirms the tie between high quality content and SEO.

In conclusion, this contribution suggests that the recipe for a good SEO is changing all the time. Content strategists and marketers who care about their e-reputation realize that they have to come up with fresh, engaging content with a growing number of quality links. They have to make sure that their websites offer great content for different search engines. A SEO strategy demands consistent high quality content which is meaningful and purposeful for target audiences.

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May 11, 2014 · 6:35 pm

A snapshot of the tourism industry in Malta

This article appeared on the The Sunday Times of Malta

Ghajn-Tuffieha-Bay-600px
Malta is often portrayed as a safe and pleasant environment. Moreover, the smallest EU State was consistently ranked amongst the top countries in the world for its quality of life index. According to a latest economic impact report by the World Travel and Tourism Council (WTTC, 2014), last year the travel and tourism industry in Malta has contributed to 13.6% of the country’s GDP. This figure is expected to rise by 5.6% during this year. WTTC (2014) reported that the tourism industry alone has generated more than 25,500 jobs, directly. This figure is forecast to grow to 27,000. It translates to 15.5% of the total employment in Malta and Gozo. Arguably, positive results do not come by chance. In the last decade the Maltese governments’ concerted efforts may have helped to ensure that our tourism industry remains a major contributor to the Maltese economy. The fruitful and collaborative relationships among tourism stakeholders also augur well for the sustainability of our tourism industry. Malta’s national tourism policy (2012-2016) builds on proactive frameworks of previous policies, whilst keeping pace with contemporary trends in travel and tourism.

A recent report (2013) by the economic policy department within the Ministry of Finance aimed to establish a strategy for accommodation development, whilst taking into account the type of accommodation required, the optimum mix, market developments, the market segments, limiting factors and environmental considerations. A number of actions have already been undertaken or are being dealt with in this regard. Emphasis is being placed on supporting investment in tourism product development by the private sector. This is being accomplished through the allocation of €120 million of EU structural funds (from the 2007-2013 programming periods) and additional national funding. Some €10 million were allocated to a Grant Scheme for Sustainable Tourism Projects by enterprises, including small and medium sized enterprises. This scheme directs funds towards the economic development of the tourism sector and is intended to support product upgrades, enhance accessibility, increase innovation, strengthen marketing initiatives and promote tourism projects that aim to tackle current challenges in an environmentally and socially responsible manner.
Given that a large number of tourism businesses in Malta are operating either directly in tourism or in related sectors; it is important to maintain or increase current tourist numbers and tourism earnings. While there is scope for any increase during the peak summer months, there remains room for significant improvements during the shoulder months. In response, Malta is seeking to attract tourists from a spread of markets which will be attracted by niche products. Some market segments may respect Malta’s unique heritage and may have the propensity and the resources to spend more. Malta is striving to make the islands more accessible for all. Two EU co-financed Calypso projects were implemented between 2009 and 2013. The first one focused on research analyses which define the present product offering. This project also identified certain areas which have to be addressed in order to untap the social tourism market. The Maltese tourism product and service quality can be differentiated to attract visitors with personalised services and accessibility needs. The second project was approved in 2011. Its major objectives was to assess the degree of accessibility within selected tourist zones around the Maltese Islands. It has also given recommendations for improvements. A special allocation was directed to the maintenance and promotion of rural localities by supporting the establishment of walking trails and small scale infrastructural interventions which, in turn improve rural and natural areas. This latter project is being co-funded through the European Agricultural Fund for Rural Development.
The Malta Tourism Authority (MTA) is increasingly focusing its energies on environmental initiatives. Today’s travellers are becoming more demanding on sustainability issues and green travel. This may pose a number of challenges for the industry practitioners to constantly update their methods of operation to be in line with the constantly changing market requirements. Eco-certification is the national scheme which ensures the environmental, socio-economic and cultural sustainability of hotels in the Maltese islands. It has been recognised by the Global Sustainable Tourism Council as fully reflecting the GSTC criteria. The scheme was launched by the Malta Tourism Authority in 2002. Some 16.2% of hotel accommodation establishments, covering 3, 4 and 5 star categories (accounting to 32% of beds) in Malta are eco-certified (MTA, 2014).

In spite of the record figures in terms of tourist arrivals, bed nights and tourist spending, the tourism stakeholders are very aware that not everything in the garden is rosy. The ToM Business Supplement reported (27th March) about a number of unlicensed accommodation establishments who last year evaded VAT and taxes. It goes without saying that such accommodation establishments may have not been subject to any form of quality control on their product. Such unlicensed accommodation establishments may have also created some distortions in price structures, particularly for hospitality enterprises. Interestingly, another ToM article (25th March) featured a summary of some findings from an MTA research about the highs and lows of tourism in Malta. For instance, it reiterated the importance of improving aesthetics in Maltese tourism zones. It reported that eight per cent of visitors said they would not return to Malta. Apparently, some informants complained of a dirty environment, excessive building, bad experiences with accommodation, poor transport and unfriendly locals. This same article hints that MTA may set up quality assurance structures as it wants to measure sustainability. It mentions some of the challenges of the tourism industry and makes a few recommendations which resonate with the national policies.

In conclusion, this contribution suggests that frequent situation analyses (and longitudinal studies) may possibly give a better picture of our product offering and service quality. Certain findings may be an eye-opener for some stakeholders as there are some issues which will have to be addressed in the foreseeable future.

The views expressed in this article are my own – Drmarkcamilleri.com

 

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April 12, 2014 · 9:39 am

A Content Strategy for Lead Generation

socialmedia2This contribution also appeared on BUSINESS2COMMUNITY

Businesses are increasingly creating a broad range of online content for many reasons. Quality content has the ability to educate, inform, generate leads and entice customers. Therefore, it comes as no surprise that the notion of content marketing is gaining ground, particularly in the C-Suite.

Lately, savvy marketers are focusing their attention on content and inbound marketing as they strive to enhance their visibility. The right content on corporate websites, blogs and social media can build the brands’ image and reputation. Carefully designed landing pages often use persuasive content which can ultimately bring good prospects through the buying funnel. Therefore, marketers are encouraged to try different formats of content as they engage with customers. Digital marketers should feature content which should be a good fit for their target customers as well as for their corporate objectives. Their marketing content may be displayed on: web pages; online articles and guest posts; blog posts social media posts, eBooks, presentations; customer review content, product FAQs; videos and micro-videos; pictures, infographics, and animated GIFs among others media.

On-Site Content
The underlying questions is: How can marketers be capable of repositioning their business for search engine optimisation (SEO)? Nowadays, marketers are becoming more measurable in their marketing tactics as they experiment with website design and content variations to determine which layouts, copy text, offers and images may improve their conversion rate. Fresh, quality content on websites and blogs with back-links onto homepages are the basis for successful content marketing strategies. That’s why decent content and flagship pieces should be constantly updated on corporate websites. Content marketing has the potential to raise the businesses’ profile.

Guest Blogging
Another common practice that seems that has picked up in the last two to three years is guest blogging. Many marketers are contributing in blogs and other online media on subjects which are usually related to their niche. These contributions often contain a back link to their site. Interestingly, this trend has become a very effective way to accomplish marketing goals. However, guest blogging is easily abused where there is poor quality content on low-end sites.
Branding and reputation management are some of the other good reasons why site-owners and entrepreneurs should use guest blogging sites. Guest blogging has a wider reach. It promotes content to new audiences. The most appealing content can drive traffic to websites. Content may generate leads and followers as there is more engagement with customers. Therefore, guest blogging may be considered a good tool to build brand equity. Businesses ought to choose relevant sites to associate themselves with.

Promoting the Content
Content is of limited value if no one knows about it. Although content can be found through organic search queries, marketers can add fuel to their content through strategic promotion and integrated marketing communications. Again, this will inevitably bring many benefits including lead generation and better conversation rates. In addition, social contagion and product virality can also affect diffusion across online media and networks. This way, businesses can reduce their dependence on search engine optimisation for their content marketing.

In a nutshell, this contribution suggests that there are different approaches for content strategy. Businesses can enhance their online presence in a number of ways:

• Social Media Marketing: Content can be promoted through social channels and viral marketing. Businesses need to simplify social contagion by including follow and share buttons. These plugins can possibly encourage the readers to share the content they liked.
• Engage in Trending Conversations: Businesses can connect their content to wider conversations through the use of hashtags in order to promote their content on certain social media including Facebook, Twitter and Instagram among others.
• e-Newsletters: Subscribers to blogs or corporate websites may have different expectations. From time to time, businesses may send out round-ups of quality content (their very own as well as other bloggers’ curated content).
• Targeted Outreach to Influencers: Marketers have to keep themselves up-to-date with the latest developments in their field of expertise. It is in their interest to actively engage with key influencers on social networks.
• Direct Engagement with Consumers: Online content should be relevant to audiences. The most attractive content is mostly shared through personal emails and across social media networks. This online activity has the ability to generate leads and it can truly enhance conversion rates for more customers.

 

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March 13, 2014 · 12:44 pm

UNWTO partners with the International Hotel and Restaurant Association

wto

This week, the United Nations World Tourism Organisation (UNWTO) and the International Hotel and Restaurant Association (IH&RA) have consolidated their partnership in a Memorandum of Understanding (MOU) in matters related to sustainable hospitality. The MOU was signed on the 10th of March  (which coincided with the 1st World Hospitality Day) at Interlaken, Switzerland.

IH&RA (a UNWTO Affiliate Member) has long been a strategic partner to UNWTO. This MOU will allow both organisations to cooperate even closer towards their common goal of driving positive changes in  a number of initiatives related to the hospitality industry; including the Nearly Zero-Energy Hotels (NEZEH) Project, supporting hotels in improving their energy efficiency and reaching nearly zero energy levels.

This partnership agreement may serve as a catalyst for further cooperation agreements between private and public sectors for the best interest of all stakeholders in the hospitality industry.

Source: http://media.unwto.org/press-release/2014-03-12/unwto-and-ihra-sign-memorandum-understanding

Links:

NEZEH European Project, Nearly Zero Energy Hotel

European Commission > Energy > Intelligent Energy Europe > “Nearly Zero-Energy Hotels” (NEZEH)

Centre for Energy Efficiency in Sweden: Nearly zero energy hotels – IEE funded project

Tsoutsos, Theocharis, et al. (2013) “Nearly Zero Energy Buildings Application in Mediterranean hotels.” Energy Procedia 42: 230-238.

ihra

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January 26, 2014 · 8:37 pm

Google’s Advantage in Native Advertising

google

There are many internet users who may be wary of their privacy settings and on the information they share online. One of the reasons is that it is very likely that ICT giants like Google and Facebook may know their users very well. Google, in particular might know where its users are, the places they go to, the location of their home address and where’s their place of work, who are its users’ closest friends, the things they like, the websites they browse and in many cases, even the content of their emails.

Provided that individuals don’t mind giving up a chunk of personal data, their life can be made a bit easier by the web’s services. The internet’s mantra is to make information more useful, accessible and readily available to everyone. Nowadays, we use our tablets or smart phones and visit dozens of websites to learn about products and services. Savvy consumers like to compare prices whether they are buying items online or in retail stores. The latest technological developments and additional sources of information are influencing consumer behaviour as it appears that they are becoming more frugal in their purchase decisions. Consumers are seeking better value and good deals in return for their money.

Google is increasingly exposing its search functionality to its users. Last year, it tested a ‘Knowledge Graph’ pop-up which featured a carousel of images along with certain search results on hotel accommodation. As with restaurants and bars, review scores and recommendations are usually generated by consumers themselves rather than through conventional search engine optimisation tricks. It seems that Google’s drive is to personalise the search experience through ‘meta-search’ tools which aim to recognise what exactly users are looking for. In this day and age, it is very important to understand the broader context of consumers’ search queries. For instance, internet users may start searching for flights. Afterwards they might browse for hotels, then restaurants as well as cultural activities. Evidently, Google is responding to such queries by bringing up pictures of neighbourhoods, reviews as and also Trip Advisor content.

Recently, Google has been looking for the meaning beyond its users’ search content. Before September 2013, Google’s searches were focused on site content which improved its results by penalising low-quality material. However, the search engine’s latest algorithm, Google Hummingbird is focusing more on the search query itself. Hummingbird has implemented something called “conversational search” in order to better understand what users want when they either type or speak a search query into Google’s search engine. For example; the query, “Where can I buy a smart phone, near me?” Pre-Hummingbird Google would have prioritised search results that match individual words – like “buy” and “smart phone.” With Hummingbird, Google can better understand what users want from their query. Most probably, Google may know your exact location and hopefully it can find smart phones near you. It may be in a better position to determine whether you want a brick-and-mortar store rather than an online retailer. In a nutshell, Hummingbird is focusing on the meaning of the entire search query rather than simply searching for key terms. Hummingbird allows Google to provide its users with more accurate results and better site rankings.

Notwithstanding, Google often utilises its users’ data to re-target advertising to them. Google collates its users’ profiles with their data. Personal information is being used by Google for business purposes. Google Adwordsdisplays the marketers’ messages in front of potential customers; right when they’re using its search engine, watching a video on YouTube or when they are receiving their email through Gmail. As a result, online marketing ads appear on google users’ screens. These ads capture the users’ attention by providing certain content which may possibly appeal to them as potential customers. Such online advertising is called ‘native advertising’. Professional marketers are capable of producing relevant content which can entice customers’ to purchase their products or services. The right content is personalised in both its form and function according to individual customers’ needs and wants. This way, paid advertising may feel less intrusive and there’s a better chance that internet users will click on these web ads. The most popular formats for native advertising usually feature promoted articles, images, videos, music as well as other media.

In the past few years tech giants, particularly Google strived in their endeavours to gather valuable information about their users’ interests, the things they look for, their friends, the places they like and what have you! Google maintains that it can better serve its users if they voluntarily disclose their data on the web.

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January 19, 2014 · 12:51 pm

A Recent Portrait of Asian Travellers

Travelzoo Asia Pacific has released its annual subscriber survey findings that show that this year they are forecasting an increase of 17 percent in travel budgets over 2013. The results also indicate certain changes in vacation spending patterns of the Chinese travellers. It transpires that the majority of them are willing to spend more to upgrade their holiday experiences as they are opting for high-end accommodations.

shaThe Pearl landmark in Shanghai.

This survey mapped changes in consumer behavioural attitudes and it also provides a benchmark for the travel industry across the Asia Pacific region. A study was conducted among 3,400 Travelzoo subscribers between November 24 to December 15, 2013. The informants hailed from Australia, China, Hong Kong, Japan and Taiwan.

This quantitative study suggested that the Chinese travellers will continue to lead the region with regards to travel frequency. On average the mainland Chinese subscribers are expected to travel about 6.5 leisure trips and will spend around USD $8,200 each during 2014. These figures are followed by the Japanese segment, with 5 leisure trips and an average expenditure of USD $4,800. The Taiwanese with 4.4 leisure trips and an average expenditure of USD $6,170; and Hong Kong travellers with 4.3 leisure trips and an average spend of USD$6,900. Curiously, Australians will travel the least, with an average of 3.5 leisure trips in 2014. However, this study suggests that they will fork out the most. The Ozzies will be spending over USD $9,340 for their vacations this year.

When respondents were asked to describe their attitude towards leisure travel, 62 percent of the informants indicated that they would prefer to explore the destinations at their own pace. Fifty four percent declared that they want to rest and relax during their vacations. Almost half of the informants would like to improve on the quality of their vacation package. The informants revealed that they will spend more on hotels, food and entertainment, and less on shopping. The Chinese subscribers are willing to spend an average of USD $169 per night. This finding is in line with their willingness to spend even more for a better holiday experience.

Group Tours: Interestingly, the Group tours’ appeal continued to decline among all subscribers, with a regional average of 30 percent who will choose to travel in groups. Evidently, the Chinese like to personalise their own travel experiences as only 14 percent go for group tours, and 58 percent purchase accommodation and transportation individually.

All-Inclusive Holidays: Over 51 percent prefer all-inclusive holiday packages and purchasing accommodation and transportation only. Fifty four percent of the Chinese subscribers prefer all-inclusive holiday packages

Mobile Internet: Over 80 percent of Travelzoo Asia Pacific subscribers will be using mobile internet during their holidays. An overwhelming 98 percent of the Chinese subscribers maintained that they will do so, followed by 93 percent Hong Kong subscribers. Eighty four percent of Asian travellers held that the first thing they would do when they reach a café / restaurant or a hotel is to check for the availability of free Wi-Fi.

This study confirms that tourism in the Asia Pacific region is yet another important engine for economic growth. It shows that outbound tourism in Asia is poised to grow further in the coming years. Travel Zoo’s study has also noted some of the emerging trends in the tourism sector. As a result the travel and hospitality businesses will have to respond to their customers’ expectations by offering higher levels of personalised service as well as better quality vacation products. Those tourism practitioners are required to satisfy their customers’ needs and wants, if they want to remain competitive.

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January 10, 2014 · 8:25 pm

Consumer Behavioural Attitudes: Implications for eTourism

online

Last month, the University of Central Florida’s Rosen College of Hospitality Management in collaboration with Elsevier organised the 2nd World Research Summit for Tourism and Hospitality in Orlando. During this inspiring event, one of the keynote speeches featured some interesting findings from a national US survey entitled; ‘The Portrait of American Travellers’. This quantitative study consisted of 2,511 informants (who reportedly were active leisure travellers in 2013); who reside in households with an annual income of $50,000 or more (they also included “affluent travellers” with an annual income over $125,000); who have taken at least one leisure trip of 75 miles or more from home during the previous 12 months (who have used overnight accommodations).

The survey, which was conducted during February 2013, has provided an in-depth examination of the impact of the current economic environment, prevailing social values, and emerging media habits on the travel behaviour of Americans. Unlike most surveys in the travel category this particular study explained how consumers plan, purchase and share information about their travel experiences. It also revealed some of the underlying motivations that often influence travel decisions. Respondents were selected randomly and screened before they voluntarily participated in a 45-minute online survey. The study indicated that all tests of statistical significance were made at the 95 percent level of confidence.

In a nutshell, this American study has shown that the latest advances in technological developments and additional sources of information are increasingly influencing the tourists’ choice of tourism destinations. Apparently, travellers are becoming more frugal in their purchase decisions. They are often making smarter options, seeking better value and good deals in return for their money. Travel shopping sites such as Kayak and Dealbase have gained in popularity and are now used to make travel reservations by 28 percent of travellers. Interestingly, this figure rose from a mere 15 percent in 2010. Meanwhile, six in 10 leisure travellers (58 percent) typically use an online travel agency (OTA) such as Expedia, Travelocity or Orbitz to research travel. Yet, at the same time the use of OTAs to make travel reservations is down from 66 percent in 2010 to 58 percent in 2013.

Evidently, the tourism and hospitality enterprises have become cautious in pricing their products (and services) and they often resort to revenue management tactics. This study suggests that travellers are planning to spend slightly more on travel / vacations as 82 percent of the informants have indicated that they are planning to take as many (or even more) trips in 2014 when compared to last year.

Some of the most significant results of this study include:

  • Low Cost versus Legacy Carriers: Since the cost of travel remains a major issue in influencing leisure travel preferences, it follows that half of all leisure travellers (47%) prefer travelling on a low-cost carrier. Only three in ten (30%) prefer to fly on a full-service carrier. However, one-quarter (23%) have no preference. And it should be noted that leisure travellers are significantly more likely to prefer a low-cost carrier today than in previous years – in 2010 only 42% favoured such carriers.
  • Digital Marketing: More than eight in ten leisure travellers use the internet to either obtain travel information (87%) or make travel reservations (83%). 54 percent have downloaded airline branded apps, followed by hotel branded apps (38 percent), and destination guides (27 percent).
  • E-Commerce: More leisure travellers now access the internet via a smartphone (62%) than from the office (59%). Four in ten (43%) also now access the internet from a tablet. Access to the internet via tablets jumped from 7% of all leisure travellers in 2011 to 43% in 2013.
  • Mobile E-Commerce: Smartphone usage among travellers has nearly tripled since 2010, and the act of downloading travel-related applications has also increased dramatically – from 19 percent in 2010 to 36 percent in 2013. Among travellers who have downloaded travel related apps,
  • Social Media: Only 17% of leisure travellers with household incomes over $250,000 have confidence in the information read or seen on a social media site about potential travel destinations. This is significantly lower than the percentage of those with lower household incomes; 25% of leisure travellers with household incomes of $50,000–$124,999 and 21% with household incomes of $125,000–$249,999 have confidence in social media when considering vacation destinations.
  • Word of Mouth. Eight out of ten travellers (82 percent) expressed confidence in the recommendations of friends and family members when considering vacation destinations, while six in ten (58 percent) turned to online advisory sites such as Yelp or TripAdvisor.com. Approximately four in ten travellers (41 percent) are confident in consumer reviews read on a blog, while slightly less (39 percent) are confident in articles found in newspapers, magazines, TV and radio.
  • Going Green for Green. Though eight out of 10 leisure travellers (79 percent) describe themselves as environmentally conscious, just 10 percent are willing to pay higher rates/fares for environmentally-friendly travel services, and only one in 10 (11 percent) has selected an environmentally-friendly travel service supplier who demonstrates environmental responsibility. Four in 10 (44 percent) indicated that they would probably choose an environmentally-friendly travel supplier who expresses concern about the environment over one who does not.
  • Consumer Outlook: Three-fourths of leisure travellers (73%) are optimistic about their own future and the future of their children (73%), while six in ten are optimistic about the future of their job (62%) or company (61%).

For more information about these latest travel and tourism industry insights are also available on MMG Worldwide.

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November 29, 2013 · 10:12 am

UNWTO Partners UNESCO to Promote Sustainable Tourism

unwto

The United Nations World Tourism Organisation (UNWTO) and the United Nations Educational Scientific and Cultural Organization (UNESCO) have forged a new cooperation agreement.  A Memorandum of Understanding  consolidates the two intergovernmental organizations’ efforts on sustainable tourism, as they  will work together on national, regional and global initiatives to safeguard natural and cultural heritage. This agreement covers the following issues:

– The implementation of the UNESCO World Heritage and Sustainable Tourism Programme

– The development of transnational tourism initiatives to promote and protect the shared heritage of the Silk Roads Heritage Corridors

– The identification, development and networking of sustainable tourism initiatives and activities in biosphere reserves

– The promotion of sustainable tourism through United Nations partnerships and initiatives, such as the United Nations

Steering Committee on Tourism for Development (SCTD) and the Global Partnership for Sustainable Tourism (GPST).

UNWTO has already been working closely with UNESCO for many years to ensure a sustainable approach to heritage management and tourism. Tourism plays a significant role in the preservation, conservation and promotion of cultural and natural assets. This agreement further strengthens both organizations’ capacity to integrate sustainable tourism principles with the protection of the world´s heritage. This MoU is the third agreement between UNESCO and UNWTO since 1979.

Source: http://www2.unwto.org/en/press-release/2013-11-28/unwto-and-unesco-join-hands-sustainable-tourism-promotion

Related Link: UNESCO/UNWTO Silk Roads Heritage Corridors Workshop set visa facilitation as top priority:

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November 20, 2013 · 7:18 pm

Digital Marketing: Ten things you need to know!

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Businesses always need to find new ways how to leverage themselves through innovative marketing applications. They often make use of multichannel communications to reach their target audiences. Digital marketing can help to raise awareness of business. It comprises distinct sets of tools including blogs, wikis, email marketing, social-networking sites and search engine optimisation among other channels. Nowadays, entrepreneurs can build stronger ties with their networks through the following tactics:

  1. Mobile Friendly Web Pages: Corporate sites have to be compatible with different browsers on mobile devices including smart phones and tablets.
  2. Easy Navigation: Navigation in the corporate sites should be as easy as possible, with user-centred design. Corporate businesses’ sites may possibly enable interactive information sharing, inter-operability and collaboration across Twitter, Facebook, LinkedIn Google +, Digg, Reddit, Pocket, StumbleUpon, Pinterest, Tumblr, Paper.li and ScoopIt among others.
  3. Testimonials, Blogs and Forums: Rotating testimonials are used to pull customers by providing views of satisfied customers. Marketers can create a forum where clients or web visitors can ask questions, get tech support, or post comments. Consumers themselves are quickly becoming ambassadors for businesses’ products and services. For instance, Trip Advisor and Yelp offer trusted advice, opinions and reviews from real customers. Very often, customers are posting their pictures and experiences associated with products and brands on Instagram and Pinterest.
  4. Pay per Click Advertising: Online marketing is usually carried out through Google AdWords, Bing Ads, and Facebook.
  5. SEO: The purpose of search engine optimization is to enhance the visibility of web sites in search engine results. Through effective SEO, relevant keywords will direct more traffic to web sites. Nowadays there are many firms offering professional SEO software. In addition to marketing analytics software, customers will usually access SEO and inbound marketing resources.
  6. Google Maps/Places: Google has changed the search landscape with the introduction of GoogleMaps. When web users search for places, Google locates all the businesses on its map.
  7. Social Media Marketing: Social media accounts are also open for business. Some of the latest networks allow their prospective users to login to their site from Facebookor Twitter.
  8. Video: Businesses can showcase their products or services through Youtube, Dailymotion, Vimeo and Vine. Marketeers are increasingly uploading short, fun videos which often turn viral.
  9. Email Marketing: Emails are forwarded to lists of customers and prospects which are based on their past purchases. Emails and e-newsletters are an effective way to retain existing customers. Many customers like to be informed of the latest products and offers.
  10. Hashtags: Customers’ are often invited or rather pushed to share facebook statuses / tweets about business offers and deals as a requirement to take part in competitions. Businesses and customers alike have also learned how to use the hashtag (#) to enhance the visibility of their posting.

This contribution provides some good advice on contemporary digital marketing. The most successful business practitioners are those who are capable of forging direct relationships with their customers. Consumers ought to be involved in marketing and selling activities; from product development to after-sales feedback. In this day and age, it is imperative that companies value their consumers’ opinions and preferences on various aspects of the marketing mix.

Dr Mark Camilleri is an academic, independent writer, speaker and a business strategist. He specialises in marketing communications, evaluation, and research – http://goo.gl/4jYlBl

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