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Tourism 2.0 - Back to the Roots

How many have read the document which is the manifesto of Tourism 2.0 Edu William?:
Tourism 2.0. The Social Web as a platform to Develop a knowledge-based ecosystem

The concepts have been known for some time now and the socialization of tourism, the knowledge related to the destinations, comments on services and suppliers, are all things that have entered the daily lives of those who benefits from tourism through the web .

Many have put into practice not knowing the scenario described by William, and so have flourished blogs that talk about tourism, the sites of comments and opinions on travel and hotels, media collections of photos and videos related to tourist destinations, and so on and so forth.

What you hear most is the lack of an aggregator of all this content, a filter that allows to discern this sea of \u200b\u200binformation that overwhelms the user from the first search on any search engine.

What is described as the "paradox of choice" by Schwartz, leads to paralysis and inability to choose in the presence of too many options available without the customer or user information is provided with a clear and effective policy selection based on certain parameters.

Google always tries to solve this dilemma with its system of ranking search results, but it is a choice of sealed it does not take into account the personal needs of those who are looking for. A step forward has already been done by changing the search based on previous research by the same user, to the sites visited in the past, in short to his tastes, but still not enough.

Google Map is going one step forward, presenting on the map in relation to the type of research done, including user-generated content such as photos or video, or comments and opinions on business.

After several tests I have to say that this method is still very immature, but Google, and perhaps he alone has the power to aggregate the enormous amount of data that is available around every single point on the planet, especially when it comes to tourist destinations.

What I have not seen, and I invite anyone to report me if there are any examples, is the application of the concept of "reward", ie gratification and gain from the user to have contributed to the overall growth of knowledge, which is transformed into benefits for the use of services or goods. Although the desire to communicate on the web today looks like a wave in the middle, resulting in the exhibition are often pure, we need a system that encourages the user to channel his creativity and desire to communicate within the boundaries of what is truly useful to network. Simple examples may be the loyalty programs based on feedback from customers after their stay: you were right? write a nice review and get a discount in the future.
Although these methods do not like TripAdvisor, if applied within a network where customer and supplier have equal weight, and especially if linked to mechanisms of reward-weighted according to the "quality" of contribution, all would be not only permissible but also desirable because it would immediately unmasked the fake reviews by users.

piacerebe Another concept that I see used is what I call "extreme tagging", ie the possibility of knowledge within the network linked to the tourist destination, to include tags on each free-text, multimedia or abstract, and this not only by the owner, but especially by those who enjoys the knowledge to allow searches not only on the material aspects, but also on the qualitative aspects of information accompanying research.

I think this topic deserves a dedicated post, all for now.

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Twitter as a tool

in a very well chosen, Francesco Piersimoni talks about how to use Twitter to the hotel's .

I discovered just twitter and found it a good idea in some respects, although there are some issues to be considered carefully in a use-oriented marketing. Here is the idea that I have done:

• E 'minimally invasive, you select your network and decide who to follow, but you can not force others to listen. He
• Push dynamic, so you can immediately get your message to someone if he decided to follow because it believes it is important that you speak of.
• E 'synthetic, because it must be all in 140 characters, a tribute to brevity.
• E 'is strongly oriented to the cabinet, his device is the ideal smartphone, and the arrival in Italy' s iPhone will certainly increase the number of twitteriani. For now it is a service "niche."
• There you can easily take my hand, and after a while you know in real time when someone gets up and eats when it gets boring, of course when the person who writes only talks about himself and not for something. For now, most people use it as if it were Big Brother.

The question of whether to Twitter be used effectively as a marketing vehicle for a hotel or tourism in general, I am intrigued.

say that the fundamental assumption is that the user, in its broadest sense, the channel and find it interesting dicide to follow (follow). To do this it is necessary that is already somewhat interested in the product or service, and then decides to follow its development before you buy, maybe in the next few days to see if there is some change or some reduction in profit or some important news that can change his plans.

In fact Twitter can be used both as a marketing tool than as a tool post-sales and retention, depends the type of messages you send, because those who have booked at the hotel is very interested in knowing what happens before his arrival, and if we promise to update it in real time any change is likely to be even more encouraged to book.

Read on twitter in a hotel things like: "Today 70 guests at the restaurant, the fish was delicious," or "nice weather today, visitors to the beach", or "tomorrow evening barbecue by the pool," surely involve can score making him feel part of the community, and give you peace of mind in the days before his arrival, however, may know how is the weather, what happens in the hotel or in town, and things like that, which I think are more engaging than reading a thin "this week three nights for the price of 2. After a while, I fear, you cease to follow, because the deals will be repeated without fail, more or less the same, becoming boring and almost annoying.

extending the concept by the individual hotels to tourist portal, which speaks of the twitter single destination may retain those who are planning a holiday in that place, especially if it comes to practical things and not only promotes the services of the portal. The sale should not come from twitter, but by a sense of belonging that twitter established between the customer and the supplier for the value-added content it transmits, and for that sense of "human" that makes felt behind the web page.

The fact remains that the time for twitter to make an effective marketing tool can be significant and must be highly motivated to find every day if not every hour, the right phrase to be sent into the ether for anyone is listening .

think ... maybe I will continue to devise something practical to try.

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Tourism Marketing Dynamics "on-request" era

One question I turned to head for a long time:

How can we reconcile the dynamics of booking services on-request "with the demands of immediacy of the web?

For non-experts, "on-request" means "on demand" and refers to all the tourism products and services that can not be booked in real time or for which it is necessary to verify the actual availability, or because they have to go through a phase estimate based on customer requests.

If we go into a travel agency and ask for a holiday we are already prepared to attend the counter that makes a series of phone calls to check with the various stakeholders, the availability of flights, hotel, and whatever else we need. Very often, even if the agency's computer systems connected to allow suppliers to have a quote immediately and almost always a willingness, there is invariably the call little to clarify the doubts of the customer (there will be "the cradle for the baby in the room?" or "Is it possible to depart from another airport?").

And if the services are out of print book, or the same indicates that the catalog is available upon request, here is the direct contact telephone (if the customer is present), or email / fax is almost inevitable.

On the web this seems intolerable, and the common idea is that the customer must necessarily instantly book, some prices have suffered, with certainty, guaranteed availability. But the reality is often quite different.

The customer who uses the Internet and is willing to book a trip or a Holiday often acts like a vulture, with concentric circles ever closer: After a first exploratory tour to retrieve information and get an idea about the destination, start selecting potential suppliers and to compare offers and prices going back several times on the same sites. Eventually, once restricted to the rose two or three possibilities, there are two distinct ways depending on the type of customer. The first road leads straight to the travel agency from home, where it will arrive already well acquainted with the estimates and printed from the web. The second road leads to the booking via the web, but only if all doubts were dispelled by the navigation on the site, or you must go through a contact email / phone with the vendor to clarify the remaining questions.

immediate purchase at the first visit to a site is usually only in these cases:

• The purchase includes only one single service, a flight, a hotel, a rental car. Maybe the process will be repeated on several sites to build their own package.
• The customer already knows the vendor's site and has been used in the past. Loyalty always plays a key role in the web shop.
• The web client received all the information and clarify all doubts, and is therefore fully convinced of the purchase.

When the customer is willing to wait for a response to its required?

I think the customer may be prompted to send a request and then wait for a response in these cases:

• The customer has a particular need, and the website contains specific guidance on that type of requirement, making him understand that by sending a request that will surely be satisfied.
• The customer alone is unable, for whatever reason, to book on-line with everything they need, and if he becomes convinced that the other side is an experienced consultant who can make an estimate , is prepared to send a request for feedback.
• The customer does not trust the online reservation, does not want using your credit card (or do not have one), and wants to force a human touch to dispel his doubts.

But there is another key issue that is overshadowing the need to wait for a confirmation upon reservation: the value of the requested service and its "uniqueness." A classic example is the market for summer rentals, villas, in part of the farm, where each structure is unique and consists of a few units, or where the value of the book is very consistent. In these cases, the customer can accept that it is not possible to check the availability in real time via the web, and even when this happens it can still be willing to wait for a confirmation. If the price is high, then also takes over the psychological need of human contact, even via email, to calm down the other side there is someone in the flesh that we respond and that this is not a scam.

In my view, in certain contexts, the management of on-reservation request via the web is not negative, and indeed can contribute significantly to the establishment of dialogue with the client that you need to overcome all the pitfalls and anxieties of the reservation in real time. This should however be supported by a highly effective communications that accompany the client to the completion of his application form with the certainty that you will receive an appropriate response and professional. Not so the classic form "Request Availability and price," but a genuine request for advice on-line where the customer can explain in detail your needs.