IE Business School

Digital Innovation in the Travel Industry

IE Business School
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  • Imparte:
  • Modalidad:
    Presencial en Madrid
  • Precio:
    4.700 €
  • Comienzo:
    Desde el 16/04/2018 hasta el 19/04/2018
  • Lugar:
    C/ María de Molina 27
    Madrid 28006
    España
  • Horario:
    9:00- 18:00
  • Otras Convocatorias:

    Presentación

    This program acclimates participants to the latest digital travel landscape. Through exposure to- dynamic case studies, thought leadership, practical experiences, techniques, tools, platforms and KPIs, managers will identify and embrace current and future opportunities to reach, engage with, and learn from customers.

    Dirigido

    Designed for Marketing and business development executives in the tourism sector, for public officials in the tourism field and for entrepreneurs in the tourism industry.

    Objetivos

    Understand the “digital tourist” and embrace the tools to develop effective marketing strategies for this target.
    Understand the main digital techniques and “best practices” in the tourism sector.
    Understand the drivers of digital strategic plan and identify opportunities in a tourism company.
    Define a digital tourism business scorecard, realistic objectives and expected results; as well prioritize the KPIs for the strategy.

    Programa

    DAY 1: DISRUPTION IN DIGITAL TOURISM

    The connected traveler
    The paradigm of digital tourism
    How to wow travelers and generate advocates
    Digital Marketing Strategies
    The Advertising Paradigm
    The Customer Journey
    The Digital Challenge of NH Hotels
    How to manage the digital travel funnel
    Key tactics and success factors
    Indicators and optimization strategies
    Practical session on how to build a customer journey and buyer personal strategy in travel.

    DAY 2: HOW TO DEVELOP A NETGRAPHY OF YOUR DIGITAL CUSTOMER?

    Techniques to develop digital intelligence
    Generated blue oceans with netnography Case Study: Pullmantur
    Most effective strategies
    Fail Fast and Fail Soon
    Mobile in tourism industry
    Best mobile & app strategies
    The IDEA method
    Workshop: How to design a mobile strategy in travel
    Best practices of usability, conversion and optimization (UCO)

    DAY 3: HOW TO BUILD COMMUNITIES AND ENGAGEMENT

    Indicators of Brand advocacy
    Most effective strategies
    Best practices of SEO, usability, conversion and optimization (SUCO)
    Understanding SUCO techniques in travel
    Paid Media: Connecting with travellers
    How to win in the era of paid media
    Effective digital travel campaigns
    Reinventing the Marketing Plan for Travel
    A new battleground in marketing
    Most effective tactics in digital travel

    DAY 4: LOYALTY AND SOCIAL CRM IN TRAVEL

    Social CRM in Travel
    Designing your digital crm strategy
    Innovation Workshop : Thinking out of the Box
    Reason why and methodology of innovation
    Payback of co-creation and innovation
    The Scorecard of Digital Travel
    How to measure results in digital travel
    Understanding results and optimization
    Innovation and Marketing
    How to build unique value propositions
    The Future of Travel
    Evolution of the traveler
    New value propositions

    Publicidad

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