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Tourism Intermediaries - Coggle Diagram
Tourism Intermediaries
Mechanisms for distribution
New techniques that come available because of technological developments
B2C
B2B
OTA
Old techniques
Sales quotas
a type of management strategy that is used to regulate the number of tourists visiting a particular destination
Guaranteed saled
GDS
Reservation system that connects travel bookers to the supply, for instance booking a seat in an airplane via vliegtickets.nl
CRS
a platform used in the hotel industry to centralize reservations, distribution, rates and inventory in real time
Unit 3 - The impact of Tourism
Hotel distribution
Quotas
are the link between OTA and hotels. It is simalar to a bedbank, but it serves more as an agreement
Traditional Travel Agency
Call center
Tour operator
Global Distribution System
Direct sales of the hotel
Website
Initially they needed either a call center or GDS, which cost a substantial initial investment, but websites and CBS changed that
Customer Reservations System
In case of a chain, it allows for more direct communication with the customers, enhancements of loyalty schemes and branding :unlock:
It is important to note that the different routes have different margins or investments, so as a tourism manager you must be strategic about how to distribute your product
E-commerce implementation
Phase 1
Informative website
:pencil2:Wikipedia
Phase 2
Exchange of info
Reviews :pencil2:
Phase 3
Payments
:pencil2:Ideal
Phase 4
Business software
:pencil2:Bedbanks
Example question, what phase is characterised by the implementation of Reviews :question:
B2C
E-market is in the center and connects customers to suppliers
:pencil2: hotel chain website, travel agent, Airline company
Roomkey isa website let by the main American hotel groups
OTAs
Speed up the process of booking a flight or a hotel
:pencil2:Trivago
Expedia :pencil2:
Meta searchers
Helps you compare
:pencil2:Trivago
Peer 2 Peer
Priceline
Search platform for hotels
B2B
Bed bank
I think it's mostly useful for very basic hotels, because the bed banks purschase rooms in bulk and then resell it to travel agents or OTAs (Online Travel Agencies). This can sometimes lead to duplicity of commissions because both the bed bank and the OTA might claim a commission for the same booking.
CRS
Central purchasing entities / wholesaler
The integration of such channels lets hotels managa their inventories and prices in many online travel sites at on time :fire:
Unit 4 - Commercial Strategies
SEO and SEM
On the long term SEO is better :black_flag:
If you've written a good blog text it has more sustained value
Trustworthy :star:
Free :star:
Types of Keywords
Informative
Looking for info 'how to make lasagna'
Transactional
To complete a tranaction such as "buy a laptop' or 'book a hotel'
Navigational
Is aimed at finding a specific website
Search volume
Head
Very general; Hotel
Middle tail
Specified but still very general
Yoga benefits
Long tail
Very specified with little competition
NBA scores of today
SEM
Quick results
Better data
Test-able Experiences
Keyword Research
Use Google Trends
RTB - Real Time Bidding
Affiliate Marketing
types of digital marketing based on getting results
MetaSerachers
Social Media
The rates of social media usage are increasing
Slot machine
To receive (small) rewards at random moments is really addictive :black_flag:
VideoGames are also based on this
Fifa
After the match you get coins
You can improve your team
People spend more time on the market then actually playing games
Social Media works the same way
After a certain time the most interesting content comes up to keep you interested
Most famous social media
1 YouTube #2 Facebook #3 InstaGram
Different devices have different ad placements :black_flag:
Advertisements
Different formats
PDF
DOCK
JPEG
Looking like normal posts
Video prior to the real video
Alexa
Uses AI intellligence to improve itself
Online Marketing chanels
Programmatic Display or Real Time Bidding
RTB
It's a way to show how much companies are willing to pay to have their ads appear
This happens is less then a second :black_flag:
Reviews
Affiliates
A link that gives you as advertiser a bonus, only when the customer ends up buying something
Can be managed through affiliate network
They connnect Affiliates (such as influencers) and Merchants that should have a high rate of succes
High click rate :fire:
Relevance to content
Only get paid per purchase
Examples question: What Intermediaries to use
Booking
if nobody knows you yes
They have more users
Offline Travel Agencies
Own website
To invest in your own website and really have people find you costs a lot of initial investmenst
SEO
SEM
Bedbanks
Middleman for beds/rooms
Cookie categorisation
Necessary
Preferences
Statistics
Marketing
Types
1st party
By the website itself
3rd party
Different website
When Facebook asks to track something while you're browsing logitravl.com :pencil2:
Online marketing
Costs per click
Click through rate
uCPC
costs per unique click
Only when the user clicks it for the first time (in a specific timeframe)
Bounce rate
Cost per action/lead
Conversion rate
CPM
cost per mille
Google
Landing score is based on
Keyword relevancy
Cliick-through rate
This counts for 65% of the quality score :star::black_flag:
Landing page
Historical Performance
Ad relevancy
Various relevancy factors
Unit 1 - Tourism Intermediation Landscape
Charter companies
Charter flights in Europe have decreased significantly after 2000s
Decline is passenger demand for charter companies
Focus shifts to medium or long haul LCC
It's more cost-effective, convenient and widely availlable for the mass appeal :unlock:
:black_flag:provides a whole aircraft on rental basis to charterer
business, leisure or sports teams :pencil2:
Package travel become more important
However the younger generation will not be the traditional package holiday consumers
Succes in the hospitality branche
Hyper fragmentation of the value chain
Chains own less than 5% of the hotels in their system
Each chain has their strengths and weaknesses, but here is no global industry leader when it comes to value creation for stakeholders or brand equity
Intermediaries
have the real succes: :pencil2:
The most successful travel companies with the highest return on investement
capital are online platforms such as Airbnb, Tujia, Trip Advisor, and
Expedia. They have also captured over 40% of the nearly $100 billion in
equity market capitalization created over the past decade.
Their market cap grew from 12% to 24.7% between 2005 and 2015 :black_flag:
Restaurant, media, entertainment and retail brands will be significant players in reshaping hospitality into a living space industry
:pencil2: Hard Rock, IKEA, virgin hotels
The retailification of the car rental industry
To survive and prosper in an industry marked by low visibility, low-touch processes and unrelenting competitive pressures, car rental companies can learn from the best practices of the retail industry.
only 48% of leisure travelers saw a clear difference between car rental brands
Open new channels :unlock:
Code Halo
Every time people use this application, data is generated to create a unique virtual identity
Online/pick-up at store
BlaBlacar is disrupting the traditional way
Ways to improve customer experience :star:
Omni channel
Gives you online support with every step on the way
Personalized add-ons
Preference of vehicle is remembered
mailfunctions of the cars are detected by the app
Help can be called
customer centric
Social Media optimized
Automation
Proactive support
Gamification
Price match
Reasons for intermediation
Time division
Consumption and production don't happen at the same time
Assortment disrepency
Third parties give multiple options to the customer so that he/she can choose and that there is healthy competition :dart:
Distance and skills
You get in touch with people close to the customer that fulfill your demands
Unit 2 - Tourism before the internnet
Marketing
4Ps
Place
Price
Promotion
Product
+3
People
Physicall
Process
:black_flag:Marketing mix helps you determine the price
PLC = product life cycle
Cash flow
It matters how people pay
