The evolution Of Travel And Tourism Marketing

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The e-volution Of Travel And
Tourism Marketing

• Yesawich, Pepperdine, Brown Russell
• WTTC Conference
• May 15, 2003

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The Tragic Events Of 911The War In IraqSARS

• Which Is Likely To Have The Greatest
  Impact On Global Travel And Tourism?

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1996
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2001
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Active Internet Users(In MM, Top Ten Travel
Sites)
Source NetRatings, 2002
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Strategic Control
Agree The single most important change created
by the Internet is giving consumers like me
greater control.


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Internet/Online Usage(To Plan Some Aspect Of
Travel)
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Sources Used When Planning A Leisure Trip
(Leisure Travelers)
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Shopping Behavior
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Internet Users Per 100 Population
Source International Telecommunications
Commission, 2002
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Internet Access From Home
Source Nielsen/NetRatings Global Internet Trends
Q4 2002
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High-Speed Internet Users
Per 100
Population
Source International Telecommunications
Commission, 2002
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Strategic Control

• Consumers want to participate in the creation of
  new options
• Turn both existing and new brands into their own
• Personalize products and services

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Strategic Control

• Want to control the transaction
• Through access to comparative pricing

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Strategic Control

• In the travel category
• More looking than booking
• Low conversion rates
• Control of transactions
• Shopping BOTS
• Comparative shopping sites
• Auction sites

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Travel Web Site Features
Being able to check the lowest rates for
airfare, hotels and car rentals 90
92 Destination maps illustrating area
activities, dining, shops,
attractions 74 79 Photos of the
area, hotels 69
71 Virtual tours of area/lodging
58 60
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PRICE LOYALTYThe New Consumer Mandate
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