The Facebook Send button in the travel industry

Mujteba Naqvi, the founder of US-based social travel startup Bonvoy wrote an article on “How the travel agencies can make the most of Facebook Send”.

Celebrating its most successful year, the Facebook Like button has been incorporated through more than 2.5 million websites. Although email is still the largest and most personal social network, the Facebook Send button might just shatter that gap.

Facebook gives us the ability to click a button which helps in sharing contents with whomever we want on Facebook.

Mujteba Naqvi believes that the Facebook Send button has to be also adopted in travel industry, which will help in sharing hotel and trip information. For instance the review sites such as TripAdvisor or Yelp can integrate it so users and their friends can exchange information whilst tapering the field of choices or activity and tour websites like Viator and Trafalgar need the button so friends can discuss what they should do while on their trip. Moreover flash sales sites like Jetsetter or LivingSocial integrate it so that a user can send their deals to a friend with whom they wish to go on a trip, as well as airline, hotel, and car companies should implement this so loyal customers share directly from their sites.

As an entrepreneur in the social travel industry Mujteba Naqvi finds it overwhelming that Facebook validates what they have already been doing at Bonvoy.

Bonvoy is supporting groups of friends on cooperation around any topic, while they have been assisting travel collaboration and planning for groups of friends within Facebook as an app. They are expecting Facebook to continue to integrate, thus giving users the opportunity to be selective with their social graph. “It will be exciting to see how travel sites use the Send button, I can envision friends kicking off trip planning or estimating costs”, says Mujteba Naqvi.

He considers that the mission of most travel websites is to make travelers’ experiences better and he anticipates that the Send button will help in this development and will enjoy scores of success.

It has been explained how Facebook's Send application can be used for the travel sector, it's use divers and useful, it is still not explained how it can be implemented into the events sector and how it will impact it?

For the time being is hard to actually predict how the Send button will affect and influence the events environment, but one thing seems very clear. Facebook will make itself known to that sector shortly. What do you think?

Five future Internet trends that will change Hotel Internet Marketing

With the evolution of the Internet, hotels need to reconsider the way they market themselves through this channel. More than ever, hospitality professionals need to adopt technologies that the Internet user is or will be familiar with in the near future. Consequently, online hotel marketing will go through 5 different kinds of developments:

• Focus on choice
A successful online distribution will come from the choice that suppliers offer to the consumer. Indeed, the consumer is looking for an experience and the success of his experience will result from the variety of options available. Also, hotels will have to give the opportunity to individually book services such as rooms, dining and spa internally and externally, so that consumers can tailor their own memorable experience.

• Irrelevancy of search rankings
Nowadays, an effective Internet search is being complex and does not provided personalized content. For instance, a Google account owner may be given data based on its past search behavior. This tells what tourism businesses should aim at in the future. The most successful hotel search marketing will have to strategically use the benefits of the social search channels’ online communities, as well as the appropriate niche, to optimize its content and target the right audience.

• Development of the online omnipresence: from “web-sites” to “omni-sites”
The evolution of the web throughout the years has allowed any user to create content, whatever his knowledge of web design is. In the forthcoming years, the shape of the online form will change. Consumers and the technologies are being more and more mobile and the online form must adapt so as to be present an all supports: web browsers, mobile devices, televisions, billboards, etc. So the main challenge for hotels will be to make the content available on any device, assured of its usability and its impact on consumers.

• Close relationship between the supplier and the consumer
The Web and the social networks are going to be crucial elements for the communication between suppliers and consumers. Indeed, social channels enable consumers to share their experience, exchange relevant news and help the consumer make his buying decision. Also, it will be important that guests have the possibility to directly interact with the hotel’s representatives. In this way, a special relationship between a hotel and its guests is settled.


• The virtual worls as an opportunity

It is quite a common thing that consumers complain about the information a hotel provides. Indeed, they can show discontent because the photos of the property are limited or outdated. This kind of problem should be less and less frequent in the future, due to the other possibilities the consumer disposes of in order to visit a site (Google Earth for instance or 3 Dimensional views offer by Microsoft’s PhotoSynth). Additionally, potential guests have the opportunity to view photos or videos posted on the Internet by other consumers.

Some of the above developments are already in use. Others may not sound realistic but they will undoubtedly take place in the coming years. Technology is the future and hoteliers seriously need to consider these strategies as they will guarantee a simplified and global vision of the offer.

Image retrieved from:
http://hospitalitymarketingexperts.com/blog/featured-hospitality-marketing-concepts/hospitality-internet-marketing-benefits-from-sales-keywords/109

Social Media and Mobile Devices

Earlier this month, Tourmag gave a rapid overview of the topics which dominated this year’s ITB: Social Media, Mobile technology and the combination of both trends.

The statistics speak for themselves and confirm that suppliers need to be featured on social media and, just as importantly, need to monitor what is being said about them. Users are not waiting for companies to get with the times; they’ve taken things into their own hands and are moving ahead. With 63% of interviewees saying they leave feedback on social media to share their experiences, companies who don’t listen may be left out of a major conversation and a great opportunity to interact with potential clients.

Social Media used to get travel information before booking:

Surprisingly, we notice that only 15% of the 22% social-media users go to the Facebook page or group of a company before booking.

The increasing use of mobile devices expands the access to information as anyone can instantly search internet from their mobile phone or other hand-held device. This therefore expands the importance of social media as people can make and review comments anytime, anywhere much more easily. Furthermore, it facilitates late bookings as people no longer need to be in a room with a computer and an internet access to book their hotel, tour, transport, etc. This means that not only can last minute bookings be made much more easily, they can be just as informed and no longer just the “luck” of the client who walked-in.

As we see in this article, social media are there and it seems increasingly difficult to go against the phenomenon which is evolving from a trend to a way of life. The community is becoming more and more dependent of this easy access to information, where the reputation of a company can be made of gold or sand! All the professional tourism stakeholders should be aware and include social network in their strategies.

Images from:

http://www.lifewithsocialmedia.com/are-smartphones-transforming-our-social-media-interactions/

http://www.tourmag.com/avant-de-reserver-la-moitie-des-voyageurs-passent-par-les-reseaux-sociaux_a44094.html

NYC Audio Tours Application

Launch in January 2011 the NYC audio tour is an application for Iphone and Ipod. The goal of this application is to have a comprehensive audio tour guide of New York City. The article present the different tools of the application and where to use them.

Guide application offers free and easy access to a wealth of must-have travel information. “This application covers more than 100 historical and interesting places that are grouped according to their locations and are situated within walking distance from one another for users' convenience.”
The application offers five major tools to its users. First, it is an audio tour of more than 12 areas in New York City. It also has the navigation functionality with its different maps include in the application. Furthermore users can choose the content they want to see and specify their search. For example you can look for a restaurant or a metro station. You can also thanks to the filter tools select a specific place as a restaurant according to its prices. Finally the Audio guide includes children info as attractions or places to go.

The audio guide is always upload 24 hours a day, 365 days a year to let users know about the hottest restaurants, the most prestigious hotels and all manner of clubs, bars, spas, gyms, shops, markets and sightseeing spots across new york.

Updated regularly with new benefits, new venues and new locations, the guides allow user to know about:
- Where to stay
- When to go
- Where to eat
- What to see
- What not to miss
- How to get around (with GPS satellite directions)

Article name: New NYC Audio Tours App Takes New Yorkers and Visitors on Exciting Audio Tours of New York City

Key words: Computer Electronics, Consumer Electronics, Entertainment, Mobile Entertainment, Telecommunications Industry, Leisure & Tourism, Travel Industry

Antoine Blanc & Marcellin Brunot

KLM wants faces of Facebook fans on the side of an aircraft

In January we discussed an article about the “KLM Surprise”, where the Dutch Airline used Social Media and the information their customers revealed on the internet in order to give them a personalized gift at the boarding gate.

Now KLM came up with a new idea wanting to put the faces of Facebook fans on the side of an aircraft. The correlating article, written by Kevin May on the 28^th of April 2011 discusses an innovative way of using Web 2.0 in order to engage customers and create awareness.

The campaign is called “Tile & Inspire” and the idea behind it came from a popular Dutch tradition of placing ornate blue ceramic tiles, painted with pictures, around a person’s home. The tool used is a Facebook application that allows the airline’s page fans to place their picture and an inspirational message on a tile. If the project launches, KLM will be using a Boeing 777-200 and paint it entirely with the gathered “tiles” from their Facebook page.

This project is taking the use of Social Media one step further and will surely arouse a lot of attention. The good thing is, KLM will not be using just regular fans of their Facebook page but only those ones agreeing on the special application’s terms. In other words, KLM respects their customers’ privacy if they do not want to appear on the aircraft.

By introducing this new project, KLM again proves their creativity by using Facebook and engaging their customers. The “KLM Surprise” that we mentioned earlier, was a very successful customer loyalty tool and millions of people twittered about this experience. By picturing one’s own face on a passenger aircraft, this could create some real and authentic feelings towards the airline.

In our opinion this campaign is creative and revolutionary, and it could develop into a real marketing success. However, the high costs involved in repainting an entire aircraft, might exceed the return on investment of this campaign, so we question ourselves- is it worth it?

A cost-benefit analysis will show if this project is feasible and viable as a long term investment.

Source: http://www.tnooz.com/2011/04/28/news/klm-wants-faces-of-facebook-fans-on-the-side-of-an-aircraft/

Crowdsourcing & Tourism Campaigns! Using the Power of the Crowd

“Simply defined, crowdsourcing represents the act of a company or institution taking a function once performed by employees and outsourcing it to an undefined (and generally large) network of people in the form of an open call. This can take the form of peer-production (when the job is performed collaboratively), but is also often undertaken by sole individuals. The crucial prerequisite is the use of the open call format and the large network of potential laborers” Jeff Howe, originator of the term in 2006 (crowdsourcing.typepad.com)
Tourism Authority of Thailand Launches “The Most Amazing Show On Earth”

Every journey has a story, and the Tourism Authority of Thailand is calling upon past visitors to share their stories of Thailand in its latest campaign for a chance to win a cash prize and become the inspiration for a film.

In the recruitment phase of the campaign, the Tourism Authority of Thailand has sent out an open call for submissions. From April 8 onwards, TAT is accepting submissions of “Amazing Moments”, or unique stories from anyone who has visited Thailand in the form of photo essays. By logging on to http://www.MostAmazingShow.com, users can upload their photos or sync it to an album on Facebook, mark the regions/provinces to map out their journeys, add descriptions, and share the story with others via social media. These moments will then be collected and shown as part of “The Most Amazing Show On Earth”, a website where visitors can browse stories of Thailand from all over the world.

By capturing real stories from real visitors, the TAT hopes to be able to give prospective visitors a diverse and realistic portrait of tourism of the whole country through the eyes of other visitors rather than an organization.

In the second phase, TAT will develop a film inspired by the submissions. The film will be divided into short episodes to be broadcasted online, with each episode featuring different regions and provinces in Thailand and a sample of the experiences they can offer. In addition, the film will involve online participants further by allowing viewers of each episode to tag gifts related to each particular episode for a chance to win the gifts and have them delivered to a physical mailing address.

Source: www.prweb.com
“Share Your Washington” campaign

The $300,000 “Share Your Washington” tourism campaign kicked off April 18. The mostly-online campaign asks Washington residents to invite their friends and family to visit the state, as a way to pump up a hospitality industry bracing for the imminent demise of the state Tourism Office because of budget cuts.

Web viewers can click a button to instantly send scenic online postcards to their friends and enter a drawing for prizes from sponsor Alaska Airlines.

Marsha Massey, who directs the soon-to-expire state tourism office, said there could be 20,000 new tourism jobs if each Washington resident got a friend to visit. ”This is saying, ‘You can be part of the solution — You can be part of economic development for the state,’ ” she said.

Tourism officials expect people to see the campaign on Facebook or at www.ShareYourWashington.com, although there are also TV and radio broadcast versions, too. The new nonprofit Washington Tourism Alliance is working on a plan to take over the ad campaign as well as state’s tourism promotion website, www.experiencewa.com, when the tourism office closes June 30.

Source: www.bizjournals.com
Getting the Irish to “Talk for Ireland”

DiscoverIreland.ie has just launched a dynamic new campaign called “Talk for Ireland” aimed at getting people to talk passionately and with pride about holidaying in Ireland.

The aim of the campaign is to encourage people to share their favourite destinations, activities, attractions and festivals with each other on the new DiscoverIreland.ie Facebook page as a way of encouraging people to take breaks in Ireland this year.

“To really get the ball moving we would like to encourage any tourism business already active in social media to share this campaign with their followers via their website, Facebook and Twitter accounts”.

Those willing to share their favourite places to holiday in Ireland will have the chance to win weekly prizes, as well as entry into a grand prize draw where they’ll get to experience the current Discover Ireland ‘The Fun Starts Here’ TV ad for themselves! The competition will be promoted on the Breakfast with Hector Show on 2FM and the RTE Guide as well as a range of national newspapers.

To enter the competition, participants simply have to upload a video, or a captioned image, onto Discover Ireland’s new Facebook page www.facebook.com/discoverireland.ie, which expresses exactly what it is they love about taking a break in Ireland.

Source: www.failteireland.ie

When words get in the way of a Google search

The applications for mobile phones come to the tourism industry to stay. Every month the new mobile applications are emerging. We can see the variety of mobile services and applications that facilitate virtual experiences to tourism with consideration of the destination marketing organization’s innovativeness and consumers’ needs. In March 2011, Google launched the upgraded Google Search application. The newly upgraded app makes it easier to scour the Web with pictures straight from smartphone camera. The application’s feature, a point-click-and-search ability called Google Googles. Google Goggles lets to tourists use pictures taken with their mobile phone to search the web.

Everybody knows how sometimes difficult to find the right words to describe something that’s unfamiliar to you. The developers of Google Googles wished tourists could hold up a photo and find this, and make it snappy. This application is ideal for things that aren't easy to describe in words. The tourists don’t need to type or speak their query. All they have to do is open the application, snap a picture, and wait for search results.

Using this travel tool, tourists can find the information ten times fast. Application not only recognizes visual cues, building, architectural landmarks, artwork, etc. but translates words from English, French, German, Italian, and Spanish.

The testing of this device in New York City shows that Google Googles can even recognizes Ney York City’s lesser-known objects, such as the Grace Building and Bryant Park.

The practical uses of this application are endless. Tourists can make the trip abroad without fear of being linguistically weak. Also, very often tourists have pictures from when they traveled and didn’t label very many. Sometimes they can only have a general idea and wonder exactly they were. Google Goggles works with pictures of books, landmarks, barcodes, logos, contact info, artwork, text. It can recognize up to three items at a time. The application is not so good when taking pictures of animals, plants, cars, furniture, or apparel. Developers of this application recommend, for the best results when taking pictures, hold the phone in "left landscape" mode. Google Goggles is free for Android devices, iPhone 3GS and iPhone 4 devices, iPad, and iPod.

What is the next? What kind of new mobile applications will add the value for our tourist experience? We hope that the next year students of Skema Business school will describe it in their blogs.