« More than half of French tourists prepared their stays online last year »

« More than half of French tourists prepared their stays online last year »

17.2 million French prepared their stays online last year, more than half (58%) of those who travelled in 2011, according to the Opodo annual survey in 2012, directed by the Cabinet Raffour Interactive. 73% of them made a reservation directly online, or 12.5 million people on the 29.6 million who travelled last year. "(Veille Info Tourisme)

There are now new ways of distribution and new buying behavior due to the overall growth of the number of users (thanks to the higher level of equipment) and the improvement of the connection quality providing an enrichment of content (images, sound, video). The development of mobile phones and tablets also alter consumer behavior. We see the emergence of new personalized consumption trend (everyone can create his own trip).

The e-tourisme (but also m-tourisme via mobile phones) is the first sector of e-commerce in France. The market for online sales is now mature and highly competitive. Most importantly, consumers are becoming more demanding in particular on the interface and usability of the website and they quickly form an opinion on the quality of a website, and by extension of the tourism offer. Visitors make indeed quick shortcuts: An aging website means that the offer is also aging!

We know that the vast majority of French people use the internet to plan their holidays, consumers can get information on the Internet to find a hotel and ultimately call the hotel to book a room. The physical outlets suffer from an economic recession. What about tourism offices ?

But on the web, a website is not enough to promote its destination or to ensure visibility to its offer. It is about putting in place an Internet strategy based on different channels: work and orchestrate its presence and reputation in social networks (join the community phenomenon), on the main websites. The challenge is not simply to be visible on the Internet or monetize its audience. More and more online devices highlight the relationship with consumers and develop the "conversation".

Facing the takeover by users who submit opinions and comments, participate in forums, create blogs books or travel, go online photos and videos induces changes in purchasing patterns. The content generated by users (opinions, stories etc..) is now part of the decisive factors for purchase. This is why it is strategic to conduct an online presence, establish a relationship with users.

Alexis & Gabriel

Keywords: e-commerce, m-tourisme, e-tourisme, distribution, community, french tourists, internet strategy.

Source:Nouvelle technologie et e-tourisme, Retrieved February 28th, 2013, from http://www.veilleinfotourisme.fr