Tourism and Travel industry often uses various online and offline channels for promoting its services. While we all stick to the common fact that in offline world you know you’ve spent your half of the budget wrong but don’t know which half, in Internet world it all becomes much clearer! If we plan our activities in a wise way, we can track the money we spent on a website visitor not only up to his arrival at the hotel but also while he is at the facility, spending his money on activities we organize for him.
In order to properly track the whole analytics circle, the first advice would be to establish a good website. Try not to hire the “cheapest kid next door”, because although he might be a good designer, he may not be able to follow your website needs once it is online. Just remember one line: a hard work on the website starts after it has been launched, not before.
Imagine your business year as a car race. We have a track that we must pass with the best lap time, we have a race-car and a team that participates in the preparation of the car, forecast monitoring and all the deciding factors that may affect the ride, the team that changes the parts in the pitstop... The best team is the one in which each of the individuals is a specialist in his/her area and clearly knows their role on the team, thus doing the right thing at the right time with the other members of the team. Just one weak link can cause the loss of a podium place.
A successful manager knows to set up an effective system for monitoring the performance of each department and allowing him in that way to wisely manage resources and take the company up to the podium.
Digital media is anunavoidable part of all tourism activities nowadays. Social networks, web pages,
CRM systems, loyalty programs, implementation of different Analytics systems and many other things are the key elements that make the tourism industry the way we know it.
Besides the classic market research that is in use today, why don’t we rely on the data we get in the real time and that can give us better results in every system? Tourism brands rely on these things, but those brands that have implemented this systems have a slight advantage.
How much help can we get from the previous festivals data? They are precious. Through different analitic systems we can see, and eventually use, data on the origin of our guests. It seems as valuable information, but the information is still more valuable when we know the city, town, street, Facebook ID number, email and at what time are packages being bought. Learning from previous years led us to the fact that we know when our target makets get their paychecks, when they spend money and at what time they buy packages and do their bookings. This process is valuable and certainly the phenomenal benchmark. However, one needs to know how to read the information and how to recognize them. By taking a look at the analytics tools doesn't offer much if one doesn't not know how to read the data, so the starting point and a prerequisite for everuthing is analytics knowledge and experience.
The notion of knowledge sharing continues to evolve with the Internet. Wikis, blogs, a MOOC allow to know everything about a topic or even keep track of the news published for a product, a brand or a leader in the industry in one click. Someone will regret the relative disappearance of human contact, but the economic benefits and the new agility found in different forms of access to knowledge are largely in favor of electronic means. This true as social networks partially offset the lack of human contact. Thus companies are forced to limit the number of employees who can actually go to another town for several days for meetings, symposia and congresses which costs remain important.
This approach has led users to create hashtags for topics that they think is newsworthy. This is so for WESTMMICE which could perfectly be followed, like the TEDx, in real-time or delayed by thousands of people to thousands of kilometers. We wiijl also see that the use of hashtags is a great way to interact with the participants, be they in the room or thousands of kilometers away.
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