Presentation on theme: "The online journey Setting the scene. An electronic jigsaw with even more pieces! Jamie Cash Project Development Director, Landor Travel Publications."— Presentation transcript:
The online journey Setting the scene. An electronic jigsaw with even more pieces! Jamie Cash Project Development Director, Landor Travel Publications
Influences in the marketing mix Changing attitudes to leisure, holidays and travel Changing nature of the groups market and group travel Changing technology and delivery systems
Changing attitudes to leisure, holidays and travel Quest for new things Green consciousness Expansion in holidays and leisure Not happy to do the same things every time UK breaks – more group travel What happens in a recession?
Changing nature of the groups market and group travel Decline in work subsidised holidays Regulatory restrictions Demographics – Rockabillys not Derby and Joan! More ad hoc groups Live in the past or try new things?
Changing technology and delivery systems Rise of electronic delivery systems Magazines, brochures, face-to-face TV channels – cable & satellite niche channels Websites and the internet Websites, webcasts, booking engines Social networks Change in how information is received Mobile platforms – smart phone, pda, mobile device
What about groups? No Google for groups No groups filter Cannot provide it as a business Still a role for a publication for ideas and encouragement of group trips Information from magazines and personal files of information are the most important * * Source: Understanding Group Travel Organisers: National Group Travel Report 2006, QA Research, York Lot of smaller tour operators and attractions 86% of UK venues attraction only 15% of all visits
Fragments from the online world Information quality questionable Lots of ideas, but very few can be businesses Information overload Changing fashions – MySpace, Facebook Lots of experts, but no single message
MySpace / Facebook Rupert Murdoch paid Restricted to students $580m in 2005 until 2006 Growth for year May 2007 - 2008 5% 162% Facebook overtook MySpace in April – Murdoch recently said Facebook is a "flavour of the month" Half users are aged 35+ on both sites Launched 2003 Launched 2004 $1.4bn advertising spend between two sites
Online advertising spend Magazine advertising SIX times online spend Newspaper advertising FOUR times online spend United States companies in 2006
Online advertising spend Top ten online spenders in US in 2006 ($m) Advertiser Offline Online % of Total Budget Vonage $ 279 $ 185.7 39.96% AT&T $2,038 $ 166.4 7.55% Dell $ 591 $ 136.9 18.81% Walt Disney Co $1,302 $ 132.7 9.25% General Motors $2,169 $129.5 5.63% Experian $ 54 $128.0 70.33% Verizon $1,822 $123.4 6.34% Apollo $ 2 $123.1 98.4% IAC/Interactive $ 183 $123.0 40.20% TD Ameritrade $ 75 $119.8 61.50% Large variance!
Online advertising spend Magazine advertising SIX times online spend * Large variance in proportion and amount of online advertising spend Around half of all online advertising spend comes from the US Newspaper advertising FOUR times online spend * * United States companies in 2006
Fragments from the online world Information quality questionable Lots of ideas, but very few businesses Information overload Changing fashions – MySpace, Facebook del.icio.us, Digg, Reddit, Stumbleupon – over 150 More than 50 video sharing sites Blogging Lots of experts, but no single message Various paid for online advertising Can you do it all?
The Group Travel Business Forum attending trade shows advertising in magazines organising open days / fam trips website for information social networking working as a consortium to create a shared presence working through VB or regional tourism organisation Wed like to hear whats working for you – some ideas: brochures viral marketing e-shots direct mail