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CCCI and Navigator's training on Online Promotion and eMarketing for the Tourism Sector in Cyprus


Date: 22 October 2013 - 23 October 2013
Location: Larnaca, Cyprus, 08:45 - 17:15

 

The Cyprus Chamber of Commerce & Industry and Navigator Consulting Group will be holding a training programme on innovative eCommerce and online marketing tools and tactics for tourism enterprises in Cyprus. This will take place in Larnaca on October 22-23, 2013. The two-day training will be followed by single day consultancy visits to participating companies.

This seminar is designed for hotels, travel agents and tour operators, DMC specialists and other tourism service providers. No prior experience in web design or other technical specialisation is necessary.

Participation is open to all Cypriot companies in the tourism or related sectors.

Introduction

The online marketing environment for tourism is one of the most competitive in the world, and by extension the most competitive in Cyprus. This calls for a strategic, results-oriented approach to managing emarketing campaigns, budgets and third-party services. The situation is complex:

  • While the prime objective is to achieve sales, there is a trade-off between price competitiveness and brand value. The overcapacity in tourism supply and the dominance of tour operators and online booking sites means that discounting is endemic. Maintaining and developing brand value and pricing in this environment is brutal.

  • The oversupply of tourism products is matched by the oversupply of websites. Achieving high search engine results or any other “tourist mindshare” is difficult—or even impossible—without a high budget and high efforts.

  • The adverse business environment (rising taxes and utilities costs) and the dominance of intermediaries makes it difficult for an individual hotel or company to survive economically. Cyprus has a number of additional challenges, including limited flight access and the present financial crisis.

Although many Cypriot companies have developed a website and advertise online, they rarely see practical results from it. This is usually because of a combination of the following factors:

  • Most companies rely on external web designers for site management. Yet they have not understood the success factors behind successful site performance, and have not allocated in-house or external resources necessary to see a result. This is a management issue.

  • The website is static and has not been sufficiently updated since its first launch. This means that consumers do not find compelling content, while search engines rank the site lower due to the lack of news, updates and relevant content. This is an operational issue.

  • The website text is incorrectly phrased, too “sparse” and not keyword optimised. The site architecture is incomplete and does not have enough pages or content. Page titles, image tags and coding is not search engine optimised. This is an SEO issue.

  • The website content is undifferentiated and does not include compelling content or special offers to make visitors recommend the site or purchase from it. The design is difficult to understand and navigate.

  • Besides an obligatory presence in online resellers (Booking.com, others), the company does not make any additional, systematic effort to keep in touch with its retail or trade customers.

Training Objectives

This training programme is oriented towards the specific needs of tourism enterprises:

  • Developing a realistic, measurable online promotion strategy and expectation of results.

  • Developing and maintaining a competitive website and online marketing ecosystem. This includes copywriting and SEO techniques.

  • Differentiating website content to take into account the different psychological drivers and needs of different customer segments.

  • Online marketing via third party channels, including online booking sites and directories.

  • Social media marketing and promotion.

 

PROGRAMME

Tuesday, 22 October 2013

08:45 – 10:45 Online Tourism Sales and Promotion Strategy

  • Basic elements of online marketing strategy and campaign management

  • Strategic objectives: online objectives, conversions, business income – profit centres

  • Designing an online “ecosystem” for your company: inbound and outbound marketing

  • Understanding web statistics: using Google Analytics

  • Website design and content: principles SEO integration in site structure and text

  • Balancing between graphic design and SEO; SEO keyword analysis principles

10:45 – 11:00 Morning Coffee Break

11:00 – 12:30 Search Engine Optimisation for Tourism

  • On-site SEO: keywords in text

  • On-site SEO: keywords in site structure

  • Off-site SEO: linking and link exchange strategies

  • Off-site SEO: traffic strategies

12:30 – 13:30 Lunch Break

13:30 – 15:30 Content Development

  • Product content

  • Destination content

  • News and events

  • Blogging and tied site development

  • Calls to action and page sculpting

15:30 – 15:45 Afternoon Coffee Break

15:45 – 17:15 Social Media Marketing for Tourism

  • Facebook

  • LinkedIn

  • Google+

  • Twitter

  • Other Networks

 

Wednesday, 23 October 2013

08:45 – 10:45 Pay-per-Click and Branded Advertising for Tourism

  • PPC campaigns using Google Adwords

  • PPC campaigns using Facebook

  • Branded advertising campaigns

  • Conversion rates and ROI

10:45 – 11:00 Morning Coffee Break

11:00 – 12:30 Outbound Marketing and CRM

  • Customer database development

  • Exporting contacts from different sources (including social media)

  • Creating campaigns using Mailchimp

  • Monitoring campaign results (campaign statistics)

12:30 – 13:30 Lunch Break

13:30 – 15:30 Yield Management on Third-Party Sales Sites

  • Optimising for hotel booking sites

  • Optimising for airlines

  • Optimising for travel guides and reviews

15:30 – 15:45 Afternoon Coffee Break

15:45 – 17:15 Tourism Campaign Management

  • What to do in-house; what to commission to third parties

  • Time / cash trade-offs

  • Campaign design and monitoring

  • Return on investment monitoring

 

For participation and further information please contact:

Christos Tanteles

Senior Training Officer

Cyprus Chamber of Commerce & Industry

Tel. 22-889-800

Email: christos@ccci.org.cy


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