marketing

Urlare in una piazza vuota – le 10 cose che fai su Facebook ma che non faresti mai nella vita “reale”

Urlare in una piazza vuota – le 10 cose che fai su Facebook ma che non faresti mai nella vita “reale”

Sfatiamo subito un mito: no, i comportamenti che teniamo su Facebook non sono avulsi dalla cosiddetta vita reale. Non esistono gradi di separazione tra il giudizio che un utente può farsi del tuo brand a seconda del mezzo con cui viene in contatto con esso. Se impara a conoscerti attraverso la tua pagina Facebook, ti giudicherà in base al modo in cui comunichi sulla tua pagina Facebook. E cosa c’è di peggio di un hotel che, nel tentativo di promuoversi, si mostra poco incline alla comunicazione con l’ospite e all’accoglienza? Ricordati che i social possono dare alla tua azienda grande visibilità nel bene…e nel male. E che l’errore è dietro l’angolo e può creare grossi danni alla tua immagine. Un’immagine che viene percepita come reale e non virtuale da chi ti legge. Ti faccio un semplice esempio: prova a passare in rassegna i contatti che hai con il tuo profilo personale. Le persone intelligenti che conosci non postano forse contenuti intelligenti? I tuoi amici più simpatici, non condividono post divertenti? E quelli – diciamo così – un po’ più superficiali, non comunicano forse banalità anche su Facebook, proprio come fanno dal vivo? Ecco, per il tuo hotel vale la stessa regola.

Per l’utente social, sei quello che posti. E se posti contenuti poco interessanti, sei un hotel poco interessante. Semplice, no? No, purtroppo non è così semplice. La comunicazione, proprio come l’ospitalità, è un mestiere, una propensione. Ma io sono un albergatore, non un comunicatore!, ribatterai tu. Ok, e io ti risponderò che il tuo lavoro è fatto anche e soprattutto di comunicazione. Con i tuoi ospiti, con il tuo staff, con i tuoi fornitori. E se non sei tenuto a essere un professionista dei social, sei tenuto comunque a conoscere gli strumenti che utilizzi per la promozione dell’hotel e a evitare comportamenti che sono scorretti sui social così come lo sarebbero dal vivo.

Trattandosi di uno strumento virtuale, invece, risulta più facile lasciarsi andare ad atteggiamenti superficiali. La verità è che – e questo vale a tutti i livelli di comunicazione – stiamo trasferendo sui social tutte le peggiori abitudini del nostro rapportarci con il prossimo e molto di più. Tante infatti sono le cose che non faresti mai – o che giudicheresti come maleducate, irrispettose o semplicemente inutili – dal vivo e che invece non ti fai problemi a mettere in pratica sulla tua pagina Facebook. E che possono arrecarti molti danni.
Ne ho selezionate 10: analizza la pagina della tua struttura e prendi le distanze da queste worst practices.

CONJUGUEZ TRAVAIL ET PLAISIR DANS VOTRE APPROCHE MARKETING

CONJUGUEZ TRAVAIL ET PLAISIR DANS VOTRE APPROCHE MARKETING, source

Votre clientèle d’affaires a tendance à prolonger son séjour pour s’adonner à des activités d’agrément? Proposez-lui des forfaits personnalisés, offrez-lui des rabais ou encore repensez votre positionnement marketing.

Par des statistiques, des exemples de bonnes pratiques et des conseils d’expert, cette analyse exposera :

  •  le comportement des voyageurs de type bleisure;
  •  la manière de s’adresser à eux;
  •  le type d’offres à commercialiser.

UNE TENDANCE BIEN PRÉSENTE PARMI LES VOYAGEURS

Dans l’hôtellerie, on assiste à l’allongement des séjours professionnels à titre personnel et on constate l’intérêt grandissant des voyageurs d’affaires pour les activités d’agrément. D’après un sondage de BridgeStreet Global Hospitality effectué auprès de 640 voyageurs internationaux en 2014, 60 % des répondants ont déjà réalisé des voyages de type bleisure, et près de 46 % d’entre eux prolongent la plupart de leurs séjours d’affaires de quelques jours à cette fin. Voici quelques faits saillants du sondage :

  • La principale raison émise par les clients pour allonger le séjour est la volonté de découvrir la destination et de vivre des expériences culturelles.
  • La quasi-totalité (94 %) des jeunes voyageurs (18 à 35 ans) prévoit faire autant ou plus de voyages de type bleisure dans les cinq prochaines années, comparativement à 88 % pour la moyenne des voyageurs.
  • Un peu plus de la moitié (54 %) des répondants ayant réalisé ce type de voyage étaient accompagnés par des membres de leur famille.
  • Près de 83 % des voyageurs d’affaires consacrent du temps à visiter la ville. Les principales activités réalisées sont les visites touristiques (77 %), les repas au restaurant (66 %), les sorties culturelles ou artistiques (66 %) et les activités de plein air (34 %).
  • Peu de touristes de type bleisure visitent une autre ville durant leur séjour; 42 % le font rarement et 31 %, jamais.

PROMOUVOIR LES SERVICES DE L’HÔTEL ET DES PRESTATAIRES

Afin de cibler cette clientèle, des hôtels ont créé des forfaits alliant activités d’affaires et d’agrément. The Orchard Hotel à Singapour commercialise son forfait « Bleisure Experience » en mettant de l’avant ses installations comme sa piscine et son jacuzzi, et en invitant les voyageurs d’affaires à visiter la ville. L’offre inclut un bon d’achat de 60 dollars américains à utiliser dans un salon de beauté.

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Source : Millennium Hotels

Pour sa part, Hotel G, situé à San Francisco, propose comme incitatif une promotion « Bleisure at the G », qui permet d’utiliser les transports en commun, d’accéder à un espace de travail partagé durant une journée et d’obtenir des rabais dans plusieurs attraits de la ville (centre commercial, restaurant, etc.). Pullman Hotels and Resorts, par l’entremise de son forfait « Time for Pleasure by Pullman », inclut entre autres des remises immédiates sur les services de l’hôtel.

ADOPTER UN POSITIONNEMENT CLAIR

Avec le slogan « Work Hard Play Hard », l’objectif de ce nouveau positionnement est d’enrichir l’expérience client en entremêlant l’univers du jeu avec celui du travail

Le forfait de Pullman Hotels and Resorts présenté ci-dessus fait partie de sa nouvelle image de marque entièrement développée pour cette clientèle. Avec le slogan « Work Hard Play Hard », l’objectif de ce nouveau positionnement est d’enrichir l’expérience client en entremêlant l’univers du jeu avec celui du travail.

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Source : Pullman Hotels

INCITER LE VISITEUR À PROLONGER SON SÉJOUR

Au Canada, les hôtels Days Inn ont créé le tarif « vacances d’affaires », qui permet d’économiser jusqu’à 15 % sur le meilleur tarif disponible. D’autres établissements offrent le tarif de groupe négocié quelques jours avant et après l’événement d’affaires, selon la disponibilité.

L’hôtel Ten Manchester Street à Londres relaye sa promotion sur les médias sociaux et cible de façon claire cette clientèle en lui conseillant d’ajouter quelques journées personnelles à son voyage d’affaires et en utilisant le mot-clic bleisure.

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Source : Twitter

Bob Jacobs, vice-président pour la gestion de la marque des hôtels Sheraton et Westin de la région Amérique du Nord, explique que cette offre incitative représente la principale demande des groupes, particulièrement le segment de la génération Y.

L’agence de marketing Tambourine conseille d’offrir ces tarifs aux clients avant leur arrivée, mais aussi durant leur séjour, pour les encourager à prendre une décision spontanée. L’agence suggère aussi de proposer d’autres offres valides uniquement la fin de semaine, telle qu’une navette gratuite pour se rendre dans les attraits de la ville, ou encore des rabais sur le service à la chambre ou dans les restaurants.

CIBLER LES MEMBRES DE LA FAMILLE

Les hôtels positionnés principalement dans le segment affaires peuvent user de quelques tactiques pour attirer les familles de ses clients.

Les hôtels positionnés principalement dans le segment affaires peuvent user de quelques tactiques pour attirer les familles de ses clients. Ils peuvent notamment les aider à planifier leur séjour ou leur offrir des rabais pour des attractions familiales locales. C’est le cas des hôtels Sheraton et Westin de la région Amérique du Nord, qui envisagent de proposer davantage d’activités et de services aux membres accompagnateurs de la famille.

Great Wolf Lodge, une chaîne de centres de villégiature présente aux États-Unis et au Canada, évalue à 60 % la part des voyageurs d’affaires accompagnés par leur famille durant leurs événements d’entreprise. En Floride, les hôtels du complexe de loisirs Universal Orlando Resort, qui accueillent de nombreux congrès et réunions, offrent à la clientèle d’affaires des entrées à tarifs réduits dans les attractions, afin que celle-ci se joigne à leurs familles à la fin de la journée.

De profonds changements s’opèrent dans le comportement des voyageurs. La clientèle d’agrément travaille à distance et la clientèle d’affaires s’accorde du temps pour se détendre. Avez-vous commencé à cibler les voyageurs de type bleisure dans votre établissement?

Image à la une : © pexels

source: https://gianoraconsulting.squarespace.com/config#/pages/54b5308ce4b0c041d868a538|/news

More article on www.gianoraconsulting.com

 

How to Attract Chinese Tourists with the Digital?

How to Attract Chinese Tourists with the Digital?

By Gentlemen Marketing Agency (full article and source) 

China has experienced a particularly impressive growth over the last 5 years and although some industry are stopping to grow, this is not the case of two sectors: tourism and e-commerce.

Chinese tourism market is indeed very sought after. It is not before the late 20th century that Chinese got 2 days off per week and 9 public holidays per year. The incredible increase of e-tourism in China.

After that, tourism started to be on the rise. Between 2000 and 2012, the market has increased by 8 times and they are now the first number of tourists traveling abroad (almost 100 million in 2013) and they are the most spendthrift (75.5 billion euros in 2012) too.

China is also hosting the largest number of netizens with about 600 million Internet users in 2014. This represents almost half of the population and it is more than the actual European Union’s population. On the 600 million users, almost half had already made a purchase on the Internet and this is increasing of 30% each year. By 2015, China will be the first e-commerce market in the world.

How does the Chinese tourist think ?

As you may have noticed, the growth of these two sectors has produced a change in the way tourists decide to choose their holiday destination. In Western countries, we decide a particular destination thanks to family or network advice. While in China, it is mainly the Internet that will tip the scale to a corner of the globe or another.

Internet has become an indispensable tool for over 50% of Chinese if they want to go on holidays abroad. When it comes to choosing a destination, book a hotel or a flight, the first reflexes they will have, is to search and seek for information on the web. Before taking the final decision, they will cast a glance at the social networks. Read reviews, watch travelers' pictures, check out on forums the reputation of the travel agency and its services and then ask its virtual network.

If you want to capture Chinese tourists’ attention, you need to know what influences them the most and what are the place where they seek for information. Then, you will be able to control information, the image that your brand vehicle and know the best ways to sell travel services on the Chinese Internet.

Favorite on-line places you don’t want to miss

If today’s large traditional agencies such as CITS or CIT, are not winning unanimous support, new players take place into the market. Ctrip, eLong Qunar, Ivmama, Tuniu manage to distinguish themselves and even control a big piece of the market as they occur only on the Internet and therefore riding the wave of the e-commerce and e-tourism in the same time.

Baidu is never off the Chinese tourists lips these days. This is the main search engine in China (similar to Google) with 70% market share. It offers countless features and functions including Sina. This site offers the possibility for Chinese to share their experience and give feedback on their travel. Other blogs and forums exist as well and mostly appreciate by the population. Among them are Tuniu or Baidu Tieba.

If you want Chinese tourists to find you through Baidu, your site must be well ranked on this search engine. A good ranking is necessary in China and, of course, possible if you choose appropriate keywords to match your agency services. Afterwards, you will have a much better percentage of customer really interested in your services.

Your website must be hosted in China, written entirely in Mandarin and be consistent with Baidu’s standards. Let’s not forget Baidu uses different algorithms from Google, the ranking is therefore not based on the same criterion. SEO or SEM campaign can also help you gain visibility by enhancing your position on the search engine and target interested customers. Several foreign companies based in China can help you build that kind of strategy.

Being referenced on Baidu is the first steps to attracting Chinese tourists

After establish yourself on the Chinese search engine, then travelers will be able to solicit your company for its services directly on your website, which they are used to do in general. Press is also a good way to have visibility and reassure clients on your services but don’t forget to choose specialized one to match your target. Online ads and commercials are taken too, but the target is too vague to be truly qualitative.

Social networks are the most used channels in China and particularly in this sector. 92% of active Internet users use social networks. On these platforms, some accounts are entirely dedicated to the promotion of travel, not in a commercial way, but through travelers posting their latest discovery. To discuss with forum’s users and try to make a name for yourself, one thing have to be done: register on Sina Weibo, WeChat and Tuniu. These are the places of choice for Chinese who share their last trip abroad.

Key Opinion Leader are very important

Among them, Key Opinion Leader (KOL). In China, they are present on every social networks and are very popular among Chinese. Whether for cosmetic brands, clothes brands or for travel agencies, it is always in your favor to be named by one of the KOL. Several agencies also had the good idea to offer free trips to stars or celebrities in exchange for them to post their holidays on social networks and, by that, share with their entire virtual community. Yaochen (the Chinese actress) made the buzz by posting photos of her holidays in New Zealand. This led to a crave for the country never seen before.

Source: iResearch

A precious help

If you want to start in the Chinese e-tourism, you need to know some websites. They do not value their own airline or resort but offer to host and reference your service to allow Chinese tourists to compare them with other company. The good side of these platforms is that they have a reputation that will automatically impact your agency and your services.

There are several e-tourism firm that emerged in the past year. Ctrip is one of them, brand new, the application has wreaked havoc and the company dominates the market with its 8000 employees. Qunar, the new application of Baidu is unbeatable in terms of traffic. Finally, eLong, the oldest, which loses its influence and is about to close down. These platforms, such as the famous B2C and C2C ones, let customers interact and share with each other after their trip.

These companies go up in the ranking of the most successful companies in China and for the first time this year came up in the top 100. This is why they will help you improve your sales faster. Register your hotel complex, seaside resort, your restaurant or your business is more than necessary to succeed in the Chinese market. Chinese consumers are very oriented and influenced by the price. More than knowing what others think about a destination, they want to compare prices. These platforms are the perfect tool for them, so do not hesitate!

Full article and source:  http://www.4hoteliers.com

7 Secrets for Creating the Perfect Length of Everything

7 Secrets for Creating the Perfect Length of Everything

source: blog.leonardo.com & blog.bufferapp.com

Have you ever got so immersed in your writing to the point when you finally take a step back and look at your product, you begin questioning yourself if it’s too long or too short? After all, how long should your Facebook posts be? What’s the right amount of text to include with your photos? Should you write a short or long blog post?

 

1. Twitter

  • Tweets must be a maximum of 140 characters but the ideal length of a tweet is 100 characters
  • Tweets shorter than 100 characters get a 17% higher engagement rate
  • 71-100 character, in the “medium” range, get the most retweets

2. Facebook

  • The ideal length of a Facebook post is less than 40 characters
  • Posts under this format receive 86% higher engagement than others

3. Blog Post

  • The ideal length of a blog post varies, but should be about 7 minutes (1,600 words) while others agree 400-500 words is plenty

4. Google+

  • Google+ is a highly underutilized tool because many marketers are still unsure of what it can actually do for them. Google+ indexes content within the search engine behemoth and provides a great SEO boost in terms of first page rankings.
  • The ideal length of a Google+ headline is less than 60 characters
  • Google changed the template so you only see three lines of the original post so make the first sentence epic to get a stronger click through rate (CTR)

5. Videos

  • The ideal length of a YouTube video is 3 minutes
  • A “snackable” video is a big trend in digital hotel marketing. Short videos are quick and easy to watch and they convey their messages more effectively than a longer video packed with more and varied information
  • Two to three 12 – 45 second videos that capture the unique features & amenities of the property act as great virtual tours

6. Website Headlines

  • The ideal length of a headline is 6 words

7. Meta Descriptions and Titles Tags

  • The ideal length for a meta description is roughly 145 characters
  • Title tags should be 65 characters or less, with the keyword near the beginning