On April 3, the annual Callday.Tourism 2019 conference, focusing on end-to-end analytics and effective marketing for tour operators and hoteliers, was held at the Mail.ru Group office. Over 100 industry representatives met at one venue, and, as usual, Calltouch organized the event. and myTarget.
The conference was opened by Olga Chvanova, Leading Business Development Manager myTargetOlga discussed choosing the optimal strategy for promoting tourism through targeted advertising. For example, when targeting by sociodemographics, it's important to consider gender, age, and geography, while when targeting by interests, it's important to consider higher education and the visitor's level of education. Advertising placements in the "Tours, Hotels, Tickets, and Services" segment are primarily conducted on cross-platform and mobile platforms. Airlines, on the other hand, prefer desktop placements, as it's easier for customers to fill out forms and purchase tickets from a work or home computer. Mobile phones, on the other hand, are the "first touchpoint": customers learn about an offer that interests them. Creative design and presentation play a particularly important role. Here, Olga recommends generating native messages tailored to the specific age range of the audience and their search queries.
Next is the head of the agency department Calltouch Yulia Karpova Yulia spoke to the audience about end-to-end analytics in the context of modern realities. She elaborated on aspects of working with call tracking and CRM systems. She also announced a new feature: Calltouch can now convert phone conversations into text. This significantly simplifies the process of reviewing call center employees' performance. Furthermore, keywords can be tagged and categorized, for example, as positive, negative, or inappropriate. The speaker noted that properly configured end-to-end analytics allows the system to make the sales funnel more transparent and track the entire customer journey.
The performance continued Sergey Ivanov, hotel e-commerce manager Metropol and a boutique hotel Petrovsky Travel Palace, And Alexandra Tsvetkova, account manager for a digital communications agency MolinosThe speakers presented an engaging case study: "Uncovering the Secrets of Hotels: Rich History and Modern Digital." By implementing end-to-end analytics, they were able to reduce CPA costs threefold and the share of advertising spend from 20.2% to 6.7%. ROI increased by 10,50%.
The event was continued by the founder of Moscow's largest hostel chain Artist Hostel Igor ShapkinHe began with specifics: SEO played a major role in the network's development: the site ranked in the top five search results and had no problems with inquiries. Contextual advertising was used seasonally due to the high cost per inquiry—600 rubles. Yandex.Maps was tested, and it showed the best conversion rate: the cost per inquiry was 180 rubles. Another high-conversion tool is placement on aggregator sites. But no matter what tools the speaker uses, the most important thing is tracking effective advertising sources. According to Igor, Calltouch best meets business needs: it's easy to assess the effectiveness of advertising channels and the budget spent on them, and it tracks the cost of inquiries and calls.
Anastasia Golenetskaya, SMM specialist Amigo-S, shared a case study: "Callback: We Have Contact!" To set up the callback feature, it was decided to customize the callback feature for each website page. We redesigned the widget and developed different formats for each country and age group of customers. Now, when customers fill out a form on the website, their email addresses are entered into the company's database, which the service can then use to send interesting offers. Among other benefits: the company has become faster at returning customer calls, and they have also begun monitoring call center performance.
Head of International Development MAPS.ME Ilya Gusakov He discussed the monetization opportunities offered by travel maps. He believes that an additional revenue opportunity for travel companies is the creation of special itinerary collections and travel guides for tourists, which are then published on a dedicated platform. In the speaker's experience, providing such services leads to increased customer loyalty and brand awareness, and, as a result, increases overall sales conversion.
Olesya Oleynikova, Deputy General Director Profi. Travel, presented a study on marketing expenses in the tourism industry. 82% marketers spend more than half of their budget on online promotion. Air carriers prefer to use contextual advertising, create special projects on third-party platforms, and email marketing. NTOs and tourism authorities choose to work with influencers (opinion leaders in a specific field), targeted advertising on Facebook and Instagram, and community management. Hotels primarily focus on lead generation and use email marketing, social media, and contextual advertising. DMCs choose the most transparent and measurable tools such as email newsletters, community management, and social media targeting. Travel agencies emphasize SMM, social media, and email marketing. The top three methods for tour operators are email, social media, and contextual advertising. OTAs most often use newsletters.
Source: trn-news.ru