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.
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.
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.
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