Online Booking and Experiences Launch of the MBTAG Tourism Ideas - - PowerPoint PPT Presentation

www.digitaltourismscotland.com

Launch of the MBTAG Tourism Ideas Fund Galashiels, 05 September 2018 Nik Sennhauser

Online Booking and Experiences

www.digitaltourismscotland.com

Ni Nik Se Sennhauser

• DTS Trainer and Coordinator
• MSc International Tourism Management
• 11 years experience in business support
• “Digital Traveller”

nik nik@sennhaus nnhauser.co.uk uk @DT DTSnik

Hi, I’m Nik!

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Digital Tourism Scotland

A partnership with the backing of seven organisations: Scottish Government, Business Gateway, Highlands and Islands Enterprise, Scottish Enterprise, Scottish Tourism Alliance, Skills Development Scotland and VisitScotland Programme delivery partner: Elevator

www.digitaltourismscotland.com

Digital Tourism Scotland

We’re here to help you understand and take advantage of your digital marketing options with clear, practical advice on everything from search engine optimisation to social media. www.digitaltourismscotland.com

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400

Workshops Aug 2015

4000

Workshop Delegates

94%

Excellent

• r Good

Digital Tourism Scotland

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Wh Why y Digital?

• Advancements in technology and changes in consumer behavior
• Why being online bookable is important
• Online booking options for Experiences
• Online travel agents
• Online booking engines
• Peer-to-peer online marketplaces (Sharing Economy)

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Technology

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• 7.6 billion payments (2017)
• 244 million active accounts
• 17 million businesses worldwide
• 202 countries
• Accept 100+ currencies

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• 100+ countries
• 100+ currencies
• Preferred by young tech businesses: Twitter, Kickstarter, Shopify, Salesforce, Lyft

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• 520 million registered users
• 100 million daily users

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• Millennials now make 54% of their purchases
• nline
• Four in ten purchases are made using only an
• nline channel for searching and buying
• In 2017 almost 59% of ecommerce sales
• ccurred via mobile

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#Babysitting

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#Silversurfers

!

!

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Ev Everywhere !!!

Who sleeps with their phone?

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70% sleep with or next to their phone 13% keep in in bed 3% sleep with device in their hand

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75% of millennials would rather lose their sense of smell than their mobile phone

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• 40 Websites visited before booking
• 77% Read reviews before choosing hotel
• 53% won’t book hotel without reviews
• 62% More likely to book hotel if

management responded to reviews

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• Make it easy for people to spend their money
• Visitor Management Tool
• Save time
• Customisable

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Experiences

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Online Booking Options

Online Travel Agents (OTAs) Online Booking Engines Peer-to-peer online marketplaces

(Sharing Economy)

*non-exhaustive list

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Pros Cons

• Dominate Search Results
• Reach
• Volume
• Access to travel agents worldwide
• Trusted Brands
• Easy to use for customers
• Low maintenance
• Low marketing costs
• Commission
• Control over price
• Control over product

Online Travel Agents (OTAs)

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• highest number of tour and activity listings globally (55%)
• 11 local languages and has more than 3,500 partners
• 8 million visitors a month
• 20% of traffic comes from Tripadvisor (which has 155million visits a month)
• Lowest price guarantee

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VS

Viator Expedia

Types of trips Scheduled and on demand Scheduled only Cancellation policy Prescribed Set your own cancellation policy Customer information provided

• Guest name
• Contact number
• Additional information such as pickup

location and add-ons

• Guest name
• Email address
• Booking number

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Pros Cons

• Lower fees (flat fee + booking fee)
• Greater control over price and product
• Your own branding
• Customisable
• Set up costs
• (Digital) Marketing costs
• Maintenance costs
• Compete with OTAs
• Payment Gateway Fees

Online Booking Engine

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Channel Management

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• Millennials
• Quest for authenticity

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UNYOKED

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Waiting list 1,200 land owners registered by 2018

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• Vayable's mission is to become the global platform for real-life experiences.
• Vayable is a new way to experience local culture.
• Experiences are created by independent insiders.

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• Vayable's mission is to become the global platform for real-life experiences.
• Vayable is a new way to experience local culture.
• Experiences are created by independent insiders.

www.digitaltourismscotland.com

www.digitaltourismscotland.com

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• Sum Fees/ Commissions
• Features and policies
• Reaching your audience
• (Digital) Marketing requirements

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Thank you. Any questions?

0300 013 3385 www.digitaltourismscotland.com