e-Commerce in Tourism: a presentation to the ICAEW

Written by: Jonathan Briggs

November 19, 2007 [5200 views]

These are the slides from a presentation I gave at ICAEW's Tourism & Hospitality Group Annual Conference at the Chartered Accountants Hall, London.

Slides in PPT format (1.5 MB)

Developing your online strategy (outline of presentation)

1. Why have a site at all?
2. Who is the site for?
3. Changing online customer expectations?
4. How will your site change over time?
5. How will you know that your site is successful?
6. Part of your bigger business strategy?

Why have a site?

1. Your audience is online
2. Your audience is ‘Googling’ you
3. Your audience wants to talk to you
4. There is revenue to be made
5. Your competitors have one

You probably already have a site but is it working hard enough for your business?

why does ZSL have an excellent site ?

http://www.zsl.org

1. Engaging the visitor
2. Revenue
3. Donations and adoptions
4. Retail
5. Ticketing
6. Membership

Make sure that what you are planning is integrated with your business processes

Who is your site for?

1. Customers
2. ‘Window shoppers’
3. Competitors
4. The media
5. Investors
6. Your staff
7. Funders
8. Students
9. Job hunters
10. Suppliers
11. Foreign tourists
12. Changing customer expectations?

Think about designing your online presence for audiences used to FaceBook, Google, instant messaging, mobile, Flickr, YouTube, Google maps, WiFi, Blogs

Defining success

1. Understand your current site
2. Track your current visitors
3. Ask your visitors
4. Analyse your competitors
5. Understand demand

http://www.google.com/analytics

Start to experiment with editorial, site functionality, design, voice, feedback, commerce, visitor journeys, advertising

Online business strategy

1. Reducing operating costs through service orientation
2. Integrated marketing
3. Customer engagement and involvement
4. 360 degree customer service
5. Greater business transparency
6. Staff engagement

How did The Royal Academy change it’s site?

http://www.royalacademy.org.uk

1. Simplified the navigation to directly meet visitor needs
2. Designed visitor journeys for a wide range of audiences (members, foreign, research, student, disabled)
3. Experimenting with visitor participation (A’level summer exhibition)
4. Increased revenue generation: ticketing, retail
5. Integration within business processes
6. Invest in transforming business processes

Change your site

1. Go well beyond a brochure
2. Talk and listen to different audiences
3. Respond directly to customer needs
4. Design and track visitor journeys
5. Develop an online brand voice and personality

Iy you would like to follow up any of the issues raised in this talk or ask any questions, feel free to ask them here...

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