Presenting in Greece's leading tourism conference

It was an honor to deliver a key note at the 11th annual "Tourism & Development" conference organized by the Association of Greek Tourism Enterprises (SETE), after an invitation by its Director General Mr George Drakopoulos.

My keynote was entitled “Communication and promotional strategies for tourism enterprises and destinations: A low cost approach and ways of influencing travel related consumer behaviour”. The presentation described the role of social media in tourists’ “expanded trip”, their impacts on consumer behavior, and suggested tactics and actions that destinations and tourism companies can incorporate into their marketing and communication strategies.

This year conference was entitled: "Marketing Greece - promoting the quality side of modern Greece". It took place on 29-30 October at Athenaeum Intercontinental, and among the other keynote speakers were: Mr Antonio Tajani, Vice-President of the European Commission responsible for Industry and Entrepreneurship; Mrs Maria Damanaki, European Commissioner of Maritime Affairs and Fisheries; Mrs Olga Kefalogianni, Minister of Tourism; Dr Andreas Andreadis, SETE President; and Mr George Drakopoulos, SETE Director General and President of the Affiliate Members Board of UNWTO. 

Before my keynote, there was a round table discussion session on “Marketing Greece: Cooperation between public and private sector in promoting Greek tourism”. The discussion panel consisted of Mr K. Karahalios, Secretary General of the Greek National Tourism Organization; Mr K. Lambrinopoulos, President of the Hellenic Management Association; Mr D. Mavros, President of the Association of Greek Advertising & Communication Companies; Mr G. Tsakiris, President of the Hellenic Chamber of Hotels; Mr G. Tsopelas, Managing Director of McKinsey & Company (Greece); and Mr A. Andreadis, President of the Association of Greek Tourism Enterprises.

The Association of Greek Tourism Enterprises (www.sete.gr) represents 14 Panhellenic Unions of Tourism Enterprises & 485 Tourism Business Units. SETE aims at constantly boosting competitiveness and demonstrating the key role of tourism in the Greek economy. Their annual conference is considered to be the prime tourism forum in Greece. 

For more information you may visit SETE's conference page (in Greek).

The Bournemouth University eTourism Lab

I feel honored to be among the members of the Bournemouth University eTourism Lab. The Lab explores cutting edge information and communication technologies, alongside e-based strategic management and marketing for the tourism and hospitality industries. The eTourism Lab resides within the International Centre for Tourism and Hospitality Research (ICTHR) in the School of Tourism at Bournemouth University. The School has a long tradition of generating research output in the information technology and information systems field and the formation of the Lab demonstrates the university’s commitment to this field.

The eTourism Lab offers global excellence in the field of eTourism in the widest possible sense which includes eTravel, eTransport, eHospitality and eCatering/Food. In addition it researches how social media is becoming critical for organisations to communicate effectively and compete globally. Led by world expert Professor Dimitrios Buhalis who is also currently the President of the International Federation of Information Technology for Travel and Tourism (IFITT) the Lab is emerging as a research centre of global excellence.

Academic members include Dr Philip Alford, Dr Soo Jun, Dr Miguel Moital, Dr Christos Gatzidis, Dr Janet Dickinson and researchers include John Fotis, Nicolas Gregori, Barbara Neuhofer, Andrew Spencer, Ivana Rihova, Soultana Symeonidou, Georgina Sekadakis, Zornitza Yovcheva and Luca Smiroldo.

Read here about my research at the Lab

ENTER 2012 Presentation: Social media use and impact during the holiday travel planning process

 

New paper: Social media use and impact during the travel planning process

Fotis, J., Buhalis, D. and Rossides, N., 2012. Social media use and impact during the holiday travel planning process. In: Fuchs, M., Ricci, F. and Cantoni, L., eds. Information and Communication Technologies in Tourism 2012. Vienna, Austria: Springer-Verlag, pp. 13-24.

Abstract:

Through an empirical study among holiday travellers, residing in the Former Soviet Union Republics, this paper presents a comprehensive view of role and impact of social media on the whole holiday travel planning process: Before, during and after the trip, providing insights on usage levels, scope of use, level of influence and trust. Findings suggest that social media are predominantly used after holidays for experience sharing. It is also shown that there is a strong correlation between perceived level of influence from social media and changes made in holiday plans prior to final decisions. Moreover, it is revealed that user-generated content is perceived as more trustworthy when compared to official tourism websites, travel agents and mass media advertising.

Download the accepted version here. The original publication is available at www.springerlink.com

Presenting at ENTER 2012 in Helsingborg, Sweden

During the ENTER 2012, held in Helsingborg (Sweden) between January 24 and 27th, I delivered two presentations: The first was a full research paper co-authored together with by D. Buhalis and N. Rossides entitled "Social Media Use and Impact during the Holiday Travel Planning Process". The second was during a "Destination Focus" session and was entitled "Consumer Behaviour and Social media", where I presented some thoughts on how consumers use social media throughout their holiday process and what are the implications for destination marketers

The decision making cycle of connected consumers

Brian Solis released recently (in his Flickr page) the above graph describing the decision making cycle of connected consumers. As he admits, the graph is influenced by the McKinsey's Consumer Decision Journey and of course by his own work. Solis said that this graph belongs to a chapter in his forthcoming book "The end of business as usual: Rewire the way you work to succeed in the consumer revolution" . 

Honoured to offer my knowledge and services to Bournemouth University's Digital Hub

The Digital Hub, an initiative by Dr Philip Alford, is an emerging centre which brings together the skills and knowledge of Bournemouth University academics that have expertise in digital media and innovative technology, providing a one-stop point of contact for research-led enterprise. The spirit of the centre is to work without barriers, in inter-departmental synergy, creating, using, and passing on knowledge for the benefit of all those we work with: students, businesses, our staff, government and many more. The Digital Hub offers a range of services drawing on the skills, experience, research and consulting work undertaken by academics at Bournemouth University (BU). The team consists of staff members from the School of Tourism, the School of Design, Engineering & Computing (DEC), the Media School and the Business School, sharing skills in Cloud Computing, Digital Marketing, Eyetracking, Geographic Information System (GIS) and Social Enterprise. The wealth of knowledge and expertise at BU provide business solutions through The Digital Hub online gateway and they are available to local, national and international businesses. The centre allows easy access to details of BU consulting services, online content advice, funding opportunities (including Knowledge Transfer Partnerships), training, seminars, conferences, Continuing Professional Development (CPD), e-learning, digital consumer profiling, usability testing, online advertising and more.  The Digital Hub services include: Cloud Computing, Geographic Information System (GIS), Market Intelligence, Social Enterprise, Digital Marketing, Process Improvement, Computer Animation, Eye Tracking, Continuing Professional Development (CPD), Knowledge Transfer Partnerships (KTP), Training, and E-Learning. For more information about the Digital Hub, and how we can assist your business to gain competitive edge in digital media and innovative technology applications please contact Dr Philip Alford at thedigitalhub@bournemouth.ac.uk

Skyscanner launches flight search within Facebook

Story from Travelmole.com:

"Flight comparison site Skyscanner has launched a way of finding flights via Facebook.

The new ‘Skyscanner for Facebook’ tool allows Facebook users to post a flight request on Skyscanner’s Wall and receive a price quote and flight details back in seconds.

The tool has been created specifically for Facebook functionality, which means there is no need to navigate away from the Facebook site or install any apps.

Users simply ‘like’ the Skyscanner page to use the tool.

The post also includes a link to the flight details on the main Skyscanner site, from where flights can be booked or options filtered.

The service uses ‘free text’ technology that means customers don’t have to select pre-set dates or destinations.

TravelMole tested the site and it did, indeed, come back with a response within a minute.

For example, the Mole posted “Gatwick to Amsterdam, July 29" and within seconds Skyscanner Flight Search had emailed back with a link to flight options, including £121 Cheapest direct (easyJet) £135 Cheapest indirect (British Airways, easyJet) £140 Shortest (1 hour 10 minutes out, 1 hour back).
It included a link to all 126 results and a link to click for further searches.

Even if customers don’t have specific dates, they can enter “Manchester to Malaga in August” to request a quote for the cheapest flights in that month.

Skyscanner director of sales and marketing Frank Skivington said: “Travel companies are starting to realise that there is more to Facebook than collecting fans, and we’re proud to have developed a pioneering tool for members that has been created with Facebook users in mind.”

Ebookers Explorer iPad app claims to be the 'first social media travel guide'

As posted by Brad Girtz in Travolution.com

"Ebookers and digital solutions company Fortune Cookie have developed a new iPad app they claim is the first social media travel guide.

The ebookers Explorer application aggregates social media content from around the web to create a dynamic travel magazine, integrating with services such as Flickr, Facebook, YouTube, Google Blogs and Twitter.

It also serves relevant hotels from the ebookers inventory.

The new app is set to launch at the travel agent consortium Advantage's 2011 conference, where Justin Cooke, Fortune Cookie CEO will be speaking with Travolutions own Simon Ferguson. The new software is not intended to handle bookings, but rather to help inspire users in the early stages of the travel decision-making cycle.

Users will be able to share content from their personalized magazine with friends and family by Facebook, Twitter and email."

The application is already available at http://itunes.apple.com/gb/app/ebookers-explorer/id431915790?mt=8


My comments: Well, it seems as an interesting application, however its real value could unfold if the app had the additional function of locating and presenting travel content within the network of your existing friends!!!! Its not stated in the specs, however I do not have an iPad to test it out. Any one with an iPad out there who can test this and tell us if there is such a thing? Simply comment on the post!!!

Five secrets for social media success from Sofitel

As it appeared in ehotelier.com

Following a comprehensive study by PhoCusWright, the travel industry's esteemed research authority, Sofitel Luxury Hotels, in partnership with Travel Spike is proud to announce the details of their successful social media strategy for their nine properties in North America. The report focuses on the best practices for hoteliers to build a quality and relevant following on important social media sites like Facebook and Twitter.  While many companies focus solely on numbers, Sofitel has implemented a plan that drives targeted repeat customers to their social media sites on a daily basis.

The following are several Facebook/Twitter- tips for hoteliers to consider, that have been proven effective by Travel Spike, on behalf of Sofitel building a strong presence within the social media realm:

Tip #1 - Appoint a social media coordinator for each property. This person will be the eyes and ears to what is happening on the property level, including sharing specials at the spa or menu changes at the restaurant.   They will coordinate with sales, marketing, weddings, meetings & events and the concierge to share the updates so their social media team can get the message out.

Tip #2 - Be authentic! Customers don't want to read updates that sound like a robot has written them. Sofitel is a unique upscale brand known for its stellar service and French style, so the social media updates stay true to the product.

Tip #3 - Target your demographics.  For Sofitel, targeting discerning travelers and gourmet diners remains a top priority.

Tip #4 - Sprinkle in local events.  Show off your concierge skills by becoming the local inside source for events, parties and festivals. Sofitel Los Angeles, for example, tweeted live from their recent Golden Globe Gifting Suite.

Tip #5 -Engage with your audience, don't just sell. The quickest way to lose a consumer is to ‘bang them over the head' with product information.  Sofitel Washington DC, for example, asked their Facebook fans what DC tips they would like to receive - consumers responded that they wanted to hear more about museums, family travel, luxury dining & romantic tips for couples.

The results speak for themselves as within a year, Sofitel went from 1,000 'random' followers on Twitter to over 28,000 ‘quality' travelers.

"We are honored to be recognized by such a prestigious travel research firm such as PhoCusWright," said Director of Marketing," Gabriela Navejas, "Sofitel looks forward to strengthening our social media platforms with our travel partner, Travel Spike, by providing fresh content and exclusive offers to our growing online audience."

How antisocial are social media during holidays?

As per MyDestinationinfo.com press release via PRNewswire (March 14, 2011)

Antisocial Media: iPad Madness Causing Holiday Sadness?

The age of antisocial media is upon us. A recent online MyDestinationInfo.com survey, conducted by YouGov, revealed that 30% of UK holidaymakers who use a portable multimedia device update their Facebook status when on holiday, while 26% check their social feeds and 8% tweet (of those holidaymakers updating Facebook, women are busiest: 35% compared to 25% of men). Even more startlingly, 48% of the holidaymaking technology generation (those aged 16-24) use their devices to update their Facebook status when on holiday, while 43% check social feeds and 19% tweet. 

These figures underline the notion that we are quite literally incapable of switching off from social media, as we become increasingly interconnected.

The iPad 2 launches today; will this increase the trend in antisocial media whilst on holiday?

The survey revealed that only 2% of people currently use an iPad in the UK, which is surprising given the hype surrounding the product's launch.

Given that the iPad is a portable multimedia device, its usage whilst on holiday is expected to increase as it gives the user the capability to stay connected and be entertained whilst away from home. This 

increase is most likely to affect the way full time workers interact with their devices whilst on holiday.

Full time workers have many uses for their devices whilst on holiday, but use such devices mainly for emails (61%). The antisocial media trend is also highlighted -this group is not just working on holiday, they are also connecting socially with their devices. 28% of full time workers say their device usage, whilst on holiday, is geared towards checking their social feeds (Twitter, Facebook newsfeeds etc.) with a further 32% using their devices on holiday to update their Facebook status. This begs the question; do we ever really switch off on holiday?The iPad would provide the perfect platform for workers to regularly satisfy their social and working and entertainment needs (watching movies, playing games etc.) whilst on holiday.

The trend of antisocial media becomes clearer when studied across a wider range of devices. The percentages of smartphone users who keep using their device while on holiday are as follows:

- 88% Apple iPhone

- 79% Android

- 85% Blackberry

- 86% Symbian phone (Nokia)

James Street, MyDestinationInfo.com co-founder commented: "My dream holiday is one without my phone, laptop and iPad so I can completely switch off, relax and enjoy myself. Unfortunately it remains a dream. There's nothing more antisocial than only having someone's partial attention while they check their feeds and update their status."

In addition, the overall usage figures across all devices being used while on holiday (tablets, smartphones, laptops, desktop computers and e-book readers) are as follows:

                                    Activity    Percentage

                                      Emails           61%
                                       Calls           37%
                                         SMS           39%
        Checking Social Feeds (e.g. Twitter,
                         Facebook Newsfeeds)           26%
                           News Subscription            5%
                               Reading books           18%
                              Watching films           12%
                          Listening to music           31%
                               Reading blogs            6%
                               Playing games           25%
                         Updating my blog(s)            3%
                     Facebook Status Updates           30%
                              Twitter Tweets            8%
                               Photo Sharing           15%
               Checking In (Facebook places,
                                 foursquare)           14%
             Localization (maps, local info,
                                  languages)           27%

These figures show that social media has very much become a part of the modern holiday experience, and with the new iPad 2 which became available to the public last Friday, it will be easier than ever for holidaymakers to stay connected wherever in the world they are. Whether this is cause for gladness or sadness is a debate that is only likely to intensify for years to come.

All figures, unless otherwise stated, are from YouGov Plc. Total sample size was 2205 adults. Fieldwork was undertaken between 7th - 9th March 2011. The survey was carried out online. The figures have been weighted and are representative of all UK adults (aged 16+).

Live map on the phenomenal contribution of Twitter on tsunami and earthquake affected populations

The contribution of Twitter on the distribution / exchange of information regarding the recent tsunami and earthquake is expected to be phenomenal among the populations affected today.  You can witness live the huge information flow on http://trendsmap.com/  I am sure that Twitter and associated mapping / tweets aggregating platforms will prove today very useful to million of people around the globe. Let's hope for the best for those affected. 

Social Media and the Hospitality Industry: Holding the Tiger by the Tail

The Center for Hospitality Research (School of Hotel Administration, Cornell University) just released a new report on social media and the hospitality industry, by Glenn Withiam.  To download the full report (free registration is required) click here.


Executive Summary (as published in School of Hotel Administration, Cornell University website) 


Social media present a golden opportunity for the hospitality industry to make greater contact with its customers, with an ultimate goal of developing a partnership for brand growth and development. Underlying that opportunity are the twin dangers that hospitality operators will mishandle their social media connections or that customers (and the media themselves) will move on, leaving the industry behind. So, just as hotels and some restaurants have built their websites, they now have to make sure that their site is optimized for search engines, have mobile apps, and, more to the point, keep customers involved in a conversation about the operation. Although many hotel chains have embraced mobile apps, Facebook, and other channels, others are hardly represented at all in the social media firmament. One great potential advantage of social media is that guests are willing to share information about their likes and dislikes. By using appropriate analytic methods, hoteliers can get a sense of what guests want generally and how they react to the hotel specifically. Most important right now is the development of mobile apps, since travelers expect to use their mobile devices to book rooms or other travel services on the spot. A comprehensive strategy of customer engagement will employ all social media, whether it’s Facebook or Flickr, YouTube or Twitter—or all of them, and will also help you keep an eye out for new applications and customer desires.

The 2011 Travel & Tourism Competitiveness Report

The World Economic Forum recently released its 2011 Travel & Tourism Competitiveness Report:  "Slowly recovering", and "cautious optimism" are expressions used, to describe the current status of the industry. The Travel & Tourism Competitiveness Report measures and analyzes the drivers of T&T competitiveness in economies around the world. In this year's report findings, Switzerland, Germany and France have the most attractive environments for developing the travel and tourism industry.  

Mapping the travel mind: A study by Conrad advertising

As published in a Press Release in Conrad Advertising's website:

Whilst conventional industry research tells us in general terms what media is used by travel consumers, Conrad Advertising recognised that travel marketers and advertisers need a more sophisticated understanding of the role played by different media at each stage in the consumer’s holiday planning and buying process. Which media is used and when, and which media and content influences a consumer’s choice?

When we can answer this question, we begin to understand how best to integrate conventional digital and social media into successful travel advertising strategies.

Conrad Advertising worked with YouGov and TNS Research to interview 1,340 respondents. 1,040 completed an online questionnaire and 300 were interviewed in person. The sample was designed to be representative of the general population’s age, gender and social profile and all respondents had taken an overseas holiday of at least five days in the previous twelve months.

The research produced a number of key insights including:
It challenged conventional thinking into the link between age and internet usage when planning a holiday, demonstrating that older consumers are neither more nor less likely than other age groups to use the internet. The extent of their online usage is reliant on other, social factors, an insight that has important implications for marketers targeting the ever-growing grey market.
TV, Newspapers and the Travel sections of Media websites continue to be the most used media sources of holiday ideas and inspiration, with Travel review websites and Travel company’s own websites also considered as highly trusted sources of holiday recommendations. Even so, despite the popularity of review websites, only 8% of respondents voluntarily write reviews after each holiday!
The internet was recognised as playing a key part in the planning and buying process with 70% of respondents preferring to book their holiday online. Interestingly, for a majority of Travel consumers, online search and research is used mainly for price comparison rather than convenience. With travel company websites the most mentioned source of holiday packages and offers, the role of advertising is now surely to drive targeted traffic to company websites. Response management then ensures that campaigns are optimised to maximise results.
Although Social Media is a great topic of debate amongst marketers and advertisers, it is not considered the best source of inspiration and recommendation by travel consumers, who are more likely to turn to company websites or travel review sites for ideas.

Commented Nick Henley, Media and Planning Director of Conrad Advertising: “This research is highly relevant to travel marketers and advertisers as it demonstrates the different roles played by each media type at the various stages of the travel planning and buying process. It has long been recognised that media selection and creative strategy must vary according to the consumer’s position on the path to purchase – this research provides new insight to optimise planning accordingly”.

How DMOs use social media? How they measure performance?

A very comprehensive picture (just six slides) to give a glimpse on how 100 Destination Management Organizations use social media and the social media metrics they use, through the findings of a study made by Destination Marketing Association International.
Originally posted by destinationmarketing.org
Thank you abouTourism

View more presentations from abouTourism.

Tenerife uses social media to attract UK tourists

Tenerife uses social media to attract UK tourists

by easier.com

72% of U.S. hotel owners plan to respond to both positive & negative online guest reviews in 2011

On February 17th, TripAdvisor announced the findings of its first "Accommodation Owners Survey"  of more than 1,000 U.S. accommodation owners -- hoteliers, B&B owners and innkeepers -- who revealed their plans to attract travelers in 2011 and increase repeat customers.

As per the social-media related findings:

A. Responding to Online Guest Reviews in 2011

• 72 percent will respond to both positive and negative reviews.
• 14 percent will respond only to negative reviews.
• 13 percent will respond only to positive reviews.
• One percent have no plans to respond to reviews.

B. Getting Noticed Online with Photos

• According to the survey, 10 percent of respondents said they posted 11-20 photos of each of their properties on TripAdvisor last year.
• Many accommodation owners are planning to increase the number of photos per property in 2011, as the number of respondents planning to post 11-20 photos per property on TripAdvisor in 2011 rose to 26 percent. Still, the majority of owners (67 percent) said they will post 1-10 photos per property this year.

C. Social media budget

Most owners also appear to be embracing online engagement with consumers, as 57 percent expect their social media marketing budgets to increase this year versus last year. Thirty-seven percent with social media budgets expect them to stay the same, and only six percent anticipate social media budget cuts. Meanwhile, virtually all owners surveyed (99 percent) plan to respond to online guest reviews.

Survey respondents also offered insights into a range of other hospitality industry trends, from mobile marketing to plans to implement green programs this year.

Other interesting findings include:

D. Most Accommodations Offering Free In-Room Internet Access

Accommodation owners seem to be meeting a key consumer demand—staying connected while traveling:

• 91 percent of respondents said that they will offer in-room Internet access as a free amenity in 2011.
• Five percent of respondents will offer in-room Internet access for a fee this year.
• Four percent said they had no plans to offer in-room Internet access.

E. Mobile Marketing is a Growing Trend

• 27 percent of survey respondents plan to launch programs, for the first time in 2011, to engage with travelers using mobile devices.
• Another 27 percent indicated that they had offered such programs last year and will continue to do so this year.
• 46 percent have no plans to offer programs to engage travelers using mobile devices in 2011.

F. Deals Owners Plan to Use Most Often This Year to Attract Guests

• Discounts on rooms – 61%
• Special amenities – 36%
• Rewards points – 29%
• Deals on nearby attractions – 23%
• Free night's stay with booking – 16%

G. Few Planning to Charge Consumers Additional Fees

• According to the survey, 94 percent have no plans to charge consumers additional fees for amenities.
• Six percent, however, do plan to add fees for such items.

H. Eco-Friendly Programs on the Rise in 2011

• 47 percent of travelers take eco-friendly factors into consideration when making travel plans.
• Environmental concerns are also an important factor for owners, as 70 percent of survey respondents plan to offer programs in 2011 to reduce their impact on the environment.
• By contrast, 30 percent of accommodation owners have no plans to implement such programs.

"TripAdvisor's first annual Accommodation Owners Survey suggests that the hotel industry is still being affected by a slow economy, as the majority of respondents don't foresee room rate increases this year," said Christine Petersen, president of TripAdvisor for Business. "Yet, savvy hoteliers are attempting to stand apart from the crowd by embracing social media, launching mobile marketing features and offering the programs consumers demand most."

Source: TripAdvisor