ROI-based IFE projects are more important than ever

ROI-based IFE projects are more important than ever

Past the Covid19 crisis, you will need to focus even more on finding ways to maximize ROI on all your projects, while ensuring the best passenger experience on board.
With limited resources what are the best ways to find correct tools assisting you in providing better level of services and managing effectively your IFE?

Three pillars for a secured ROI

There are three main ways to obtain the best ROI: Triggering direct monetization, generating indirect monetization and minimizing costs.

To reach the direct monetization,

you can tap on both inflight digital advertising, creating valuable adspaces managed by a state-of-the-art ad-server integrated into your platforms, and by leveraging onboard sales. For those latter, you can easily create and manage a digital snacking & duty free catalog therefore engaging your passengers by proposing them to buy directly through their dedicated portal. You can even organize inflight shopping experiences with home delivery. Such onboard shopping experience also optimize the cabin crew sales period freeing them for more customer care actions.

The indirect monetization

is more likely bound to loyalty enhancement. Many levers can be relied on: you can use your IFE platforms to dramatically enhance your brand experience through a comprehensive and engaging about us section that will trigger FFP applications, but you can also offer your passengers additional services such as: in-destination services, connections info, destination guides and transportation services


When it comes to cost savings,

the proper gathering of analytics and tools for managing effectively content organization are ways of effectively reducing the costs of your IFE. You need to know exactly what your passengers are interested in and accordingly adapt your content; therefore limit all unused and unnecessary content. Should you want to increase significantly operational cost reduction, you also can rely on your platform to create additional services targeted to your own crew: live onboard sales stock management to reduce catering operations, inflight maintenance reports generation to reduce ground maintenance ops
beyond pure entertainment there are many solutions to turn your entertainment platform into a monetizable inflight services unit.

While ROI remains the never ending challenge faced by every company around the globe, passed COVID-19 will be a very critical phase.

In those peculiar times of major financial impact, we understand customers’ needs for ancillary revenue generation as well as cost savings and therefore have designed our solutions to achieve those mandatory targets together.

How Covid-19 may impact future inflight experience?

How Covid-19 may impact future inflight experience?

Whilst current pandemic has dramatic consequences on your daily operations, there is merely no doubt that it will also change the passengers’ expectations and behaviors when they will resume their travel habits.

Needless saying that face masks, gloves and extra care of the cleaning routines will probably become the standard. Beyond that, one can easily imagine that inflight magazine, food & drink menus as well as seatback screens and PCUs will become less popular to the benefit of personal device.

The good news is that the technology is ready!

Pairing the seatback IFE to the PED is becoming a standard among the IFE manufacturers, inflight magazine can be turned into an inflight webzine experience, food & beverage as well as onboard duty-free catalog can easily be digitized to provide a seamless purchasing experience.

No power? No IFE!

As PED-based inflight experience is set to become a passenger sought-after, the first step is undoubtedly to consider the in-seat power for 2-hour+ flight.Here again, the manufacturers now offer monetizable in-seat power solutions.

What about the content?

As the physical impacts need to be managed, the psychological entailment must also be addressed. There are few doubts the passengers’ stress level will be higher especially during the reopening early stages. To help your passengers, don’t hesitate to include in your content offering wellbeing content: calm & relax videos, respiratory function improvement, meditation


There are still many unknowns and economic uncertainties at this stage but we believe that strong competition opportunities will quickly arise for the “day after” and therefore consider as our mission to support our customers in looking forward, providing ROI-based solutions meeting your customers’ expectations.

AIX is postponed! Discover the alternate tradeshows

AIX is postponed! Discover the alternate tradeshows

Q1-2020 has been tough and challenging on Airlines’ businesses so far, yet the team at PXCom has been constantly focusing on designing solutions to maximize profitability, engage more passengers and simply monetize your IFE.

AIX postponed for health safety reasons, however lots of tradeshows and conferences are still happening near you with the opportunity to explore the latest technologies this demanding industry has to offer. PXCom team will be attending most of the below upcoming events:
To schedule a meeting or a webconference with our team and explore our solutions, please contact us on meet@pxcom.aero

Balance your content between seatback screens & IFC server

Balance your content between seatback screens & IFC server

According to eMarketer, between 48% and 70% of people in the United States use a second screen to browse online while they watch a show, according to its importance. Of course, such trend is not limited to the US, and can be witnessed in quite anyplace in the world. Since passengers expect to feel like at home during their flight, airlines’ content managers need to keep this trend on top of mind, when deciding the content strategy.

A Cost Saving Opportunity

The good news is that such trend represents a huge opportunity to make savings on the operations. The cost of seatback screen content update is quite significant in the whole budget, involving update cycles from one to more than 6 months! On the opposite, content update is far more affordable on an IFC/W-IFE platform, even with a daily or weekly cycle.
Then, by balancing seatback content & IFC, airlines will both meet their passengers’ expectations and reduce operational costs.

Delight Your Passengers

Of course, many passengers will tap into the IFC to email and socialize as there are watching their program on the screen. However, our recommendation would be to transfer most of the games, the digital press, the destination services.
Some content maybe duplicated, such as onboard shopping catalogue, and airline branding section.
Reduced update cycles and connectivity are also two major levers that can be activated to boost the passengers’ engagement, and satisfaction. A good point for your NPS (Net Promoter Score)!

Make Money Out Of It

Beyond the cost savings, airlines can easily generate direct ancillary revenues from the second screen usage. At first through the advertising, since you create new media spaces, with additional touchpoints. Then of course, through onboard sales (snacking, duty free, home delivery goods
).

Promote It!

You offer a new service onboard? Promote it! Most of the passengers don’t even know they can use their device onboard. Hence, rely on all the possible touchpoints, including your seatback screen, to promote your new offering.

PXCom onboard LOT Polish Airlines

PXCom onboard LOT Polish Airlines

PXCom is proud to contribute to LOT Polish’ long-haul passenger experience. We have been selected to integrate 3 apps on their Thales Avant IFE platform: Destination Section, Corporate Section and Meals Menus.

PXCom is well known for its cutting edge technology, creating new sections on the legacy seatbacks IFE, simplifying the digital content management process and its related cost, whilst delivering a web-like user passengers experience.
As for all PXCom project, PXCom has fully customized the apps’ GUI to deliver a full UX consistency throughout the entire IFE.

Interactive Destination Guides

PXCom and Arrival Guides (A Lonely Planet Company) have partnered to provide LOT Polish Passengers with engaging destination content, covering 100% of the company’s growing network of B787-operated destinations.
Passengers will find all the destination top activities, restaurants/cafes/bars and shopping points of interest that will enlighten their journey.

Corporate Section

LOT has chosen to rely on PXCom technology to manage all the corporate branding on their IFE. Thank to the offered flexibility, such section can now be managed like a website, by publishing news in a couple of clicks. Since all the contents are already produced by the airline for web and mobile purpose, LOT Polish’ corporate section is “just” a new added distribution channel, leveraging a captive touchpoint.

Meals Menus

PXCom technology can also be used to manage the onboard meals menus presentation. Segmented by seatclass and route, passengers will be soon able to discover the meals options for their flight. Beyond all the storytelling that can be done around meals and beverage, it is also a good opportunity for the airline to get rid of the printed menus management.

5 cost effective touchpoints to boost your onboard audience

5 cost effective touchpoints to boost your onboard audience

Having great content is mandatory both to meet your passengers’ expectations and to keep them engaged on your platform and hence drive ancillary revenues.
But, when it comes to wireless-IFE or IFC, your beloved passenger must know such offer lays just at their fingertips, otherwise your take up rate (connection rate) will be so low that you’ll miss both your targets, and ruin your project P&L.
There are really many touchpoints that are as many levers to boost your audience. Our consultants have listed at least 14 that are highly recommended. You’ll find in this article the 5 you must not miss.

The Ticket Booking Zone

Both on your website and mobile app, make sure you mention your onboard offering. Here again, throughout the booking path you can identify several touchpoints. The most effective will be a “Thank you” popup that will display when the ticket booking is completed, and which is an ideal space to inform your passenger about your awesome inflight digital service.

Travel Documents & Boarding passes

Here again don’t forget to keep your passengers informed. You can even add popup displays at the airport check-in counters. Stickers or digital popups on your airport machines (check in, self-bag drop
) are also welcome.

Boarding Gate

How about adding a popup display in the boarding zone? It’s also a good place to promote latest content onboard that passengers will be able to enjoy, and/or start explaining the connection process, and promoting your in-seat power if any is available on board.

Your Cabin Crew

Your cabin crew is your most personalized touch point. They have the passenger’s attention. Involve them at the very beginning of your w-IFE/IFC project, train them to connect and explain how to connect. A public address is also important to remind your passengers about this service

Cabin and/or Tray-Table Graphics

We kept this touch point at the end, since it is the most important, if not the mandatory one. Our partners have noticed a +600% increase of their take up rate thanks to tray table placards. In few words, you remind about the service and explain how to connect. And the good news is that such placard can be also a good support for advertising, so you can even get money out of them! Ask your media sales agency 😉

How the MVP approach leads to a successful InFlight Service Platform

How the MVP approach leads to a successful InFlight Service Platform

A common belief among our airline customers is that to offer inflight entertainment on short & medium haul flights, it simply consists in onboarding a box with a bunch of movies and games, integrate advertisings and generate revenues. Ms. LORENIUS, VP Product & Services at Scandinavian Airlines (SAS) sums it up clearly: “Nothing is finished once you have the [platform] onboard an aircraft”.

Well, actually there are so many reasons why such a project can fail that the Minimum Viable Product (MVP) approach is a perfect fit. The key for a successful InFlight Service project is to consider all the related layers as a whole and push the project forward for each of them, step by step. In any case should one start with the bottom layer and then stack them.

When you consider such project, so many stakeholders are involved, within your company as well as through your partners and suppliers, that the cornerstone is a reliable and agile governance process that covers all the project stages, from product definition to users feedbacks (pax, cabin crew, maintenance teams
) and troubleshooting management.

When it comes to direct ancillary revenues generation (advertising and onboard sales), make sure to fulfill all the minimum requirements that will lead to a significant captive audience. Without that you cannot expect an optimized ROI on your project.

Regarding the services and content themselves, make sure you launch your project with the best fit according to your budget and expectations, and progressively enrich them, according to the generated ROI as well as to your IFS platform maturity.

The future of Inflight magazines

The future of Inflight magazines

Written press has had its own revolution about 10 years ago with the apparition of the first smartphones. Editors are in constant evolution ever since to retain their readers and advertisers but also to find a viable and sustainable economic model. This change has, of course, also affected the world of consumers magazines, including the ones from airlines available on board of airplanes: the inflight magazines.

According to Mark Tjhung (Forbes, “No, the inflight mag is not dead”), this number one communication channel for airlines that we all love to flip through when traveling, Inflight magazine is far from being dead. Mark is certainly right as the pleasure of reading a paper book or magazine is still very important for a number of passengers. However, the economic and environmental impacts (overconsumption of fuel, logistics costs
) lead airlines to rethink this media.

To better understand the importance of their reflexion, you need to know that the weight of onboard magazines per airplane varies from 80 to 200 kg depending on the number of pages and the number of passengers. On short- and mid-haul flights, this additional weight represents in average an extra consumption from 10 tonnes of kerosene per aircraft per year, and about the double for long-haul. As for the environmental impact, for each tonne of kerosene consumed, we count 3 tonnes of CO2 produced
 Quite a challenge!

Airlines, who used to offer a large range of daily press, have yet decided to go digital by offering through their app the same newspapers they had in paper. The success of Adaptive Channel, a major player in the digital press onboard, is a good proof for it.

The next step has just been taken thanks to PXCom (embedded technologies) and Adaptive Channel (online press system) getting together to offer a 100% interactive reading experience on seatbacks or on the new passenger experience systems based on embedded Wi-Fi servers. This innovation, unveiled during last APEX Expo Boston, allows airlines to reassure their advertisers and benefit from complementary revenues.

Indeed, like paper press, ad sales in inflight magazines are dropping, due to the complexity of targeting and engaging the chosen audience. Thanks to XPlore by PXCom, brands will be able to create targeted and measurable campaigns with original contents in order to offer an unforgettable digital experience to the passengers!

From InFlight Entertainment to InFlight Services

From InFlight Entertainment to InFlight Services

The usual perception of IFE lies in its very name, since the ‘E stands for Entertainment. However, airlines often do not realize that setting up such project involves onboarding a server (whether standalone or connected to the aircraft) that can offer a comprehensive set of services far beyond plain passive entertainment.
The secret lies in integrating the right software on those powerful hardware platforms. The parallel can be done with smartphones and tablets, where the added value is created by the apps that deliver incredible services.
As a consequence, an IFE platform can easily be turned into an IFS (InFlight Services) platform, adding significant value to the project, and generating new sources of ancillary revenues for the airline. Five families of services are then identified:

Passive entertainment

Watching videos and listening to music is obviously the most common usage of IFS platform. Even for those topics additional features can be created. There are many ways to improve the passenger experience: personalization (bookmarking, preselection
), inflight rating (creating a community within the airline passengers), or resume streaming on subsequent flights.

Interactive entertainment

The most common onboard interactive experience is provided by games. Thanks to innovative partners, a full-journey gaming experience can be created to entice this rapidly growing segment of passengers.
Beyond the games, eLearning sessions can be offered on the platform whilst sponsored brand experiences can generate huge amounts of advertising revenues.
An advanced meals menu presentation enabling dietary info, storytelling, click & delivery
 can also be featured onboard.
Full journey health & wellness “channel”, passenger chat and User Generated Content complement this interactive entertainment category.

Destination Services

Who has never dreamed of booking its arrival transportation during his flight? What about having real time information on the connecting flight, that includes an interactive map to help finding the shortest way to catch his next flight?
The use cases are countless. Some of them require inflight connectivity, but not all of them. Destination services is one of the categories that will generate the most important conversion rate, bring both value to the passenger and revenues to the airline.

Cabin Services

Forget the good old printed snacking and duty-free catalog. Open the door to digital onboard shopping services. You will both save money, improve your CSR, and increase the onboard sales through an engaging onboard shopping platform. Thanks to a cutting-edge technology, you can even organize an onboard-click / on-the-ground delivery!
Your IFS platform also can host state-of-the-art survey management systems enabling you to stand at the closest of your passengers’ feedbacks and expectations.

Airline Services

Save up to 15 mn on ground operations for each cycle, by relying on your IFS platform to generate structured reports by your cabin crew. Within a few months/years you will also be able to ensure the collection and funneling of all the connected equipment (seats, galleys, toilets
) for an even effective maintenance process.
Your caterer will also be delighted, and cost sensitive, if you offer him a platform that host the real time onboard status of the sales and missing items.

As mentioned in the introduction, airline can easily rely on powerful solutions to create new services and generate a significant ROI from their initial investment. The good news is that, alike the smartphone world, such services can be staged gradually, and can easily fit in an agile process for a secured ROI.

Two new features for Dubai Air Show 2019

Two new features for Dubai Air Show 2019

ATR, the leading regional aircraft manufacturer, unveils at Dubai Airshow 2019 two new features on its onboard wireless IFE solution:

  • Aircraft 360° visit
  • interactive Quizz

Both developed by PXCom, those innovative solutions bringing significant value to the airline branding strategy, have been implemented on ATR selected w-IFE, CabinStream from Amphenol/Phitek.

Immersive experience onboard

Airlines invest to produce immersive experiences of their premium classes, new aircraft interiors, new lounges
 that they integrate in their on-the-ground communication strategy. PXCom’ 360° player for IFE platforms seamlessly enables airlines to extend the ROI of such investment to in the #inflight touchpoint with their passengers, one of the most engaging throughout the journey.

Onboard live events

iQuizz provides airlines with a software tool to create in a couple of clicks an interactive quiz that can be launched by the cabin crew and “played” onboard by the passengers.

Dedicated to create inflight events, iQuizz can also be used by brands willing to organize inflight promotional operations, generating ancillary revenues for the airlines.

A comprehensive overview of the inflight content offering (2/2)

A comprehensive overview of the inflight content offering (2/2)

Last month we introduced you to the first part of the inflight content that can delight and engage your passengers. This month we complete this overview always keeping in mind that all the components forming your passengers experience must generate ancillary revenues (directly or indirectly) and/or optimize your IFEC costs.

Corporate Section – Airline Branding 

Forget the poor videos expensive to produce and barely watched by the passenger. It’s time to reuse all your existing assets : your website content, your alliance content when it exists, your inflight magazine content
All these contents will form a comprehensive and dynamic corporate section. And thanks to digital you can engage your passenger in a deeper relationship. Here are some examples: 
  • You (or your alliance) open a new lounge? Promote it, and offer your passenger a voucher to test it
  • You celebrate your airline’s birthday? Time to have a specific GUI for that, and highlight your airline saga throughout all these years. To do so, you can organize a quiz enabling your passengers to win some goodies of yours
  • You receive a new aircraft: promote it, and by the way mention the destinations it will operate introducing a call-to-action enabling your passenger to buy a ticket for the maiden flight
 
The examples are countless. The secret is through the home page of your GUI to ensure a regular promotion of such content.

Health & Wellness 

The 21st century has ushered in an incredible array of opportunities for travelers of every kind to seek out uncharted horizons; to simplify their international schedules; to bolster the perks they receive during their journey…it truly is a new world of adventure, affordability, and convenience. Passengers are at the forefront of this (literal) ‘movement’, demonstrating a keen awareness with regards to maximizing both the value and enjoyment to be found in their domestic and international transportation itineraries. 
 
However, as these same savvy and experienced travel veterans can attest to, the journey itself can take a toll on the body’s ability to function at optimal health levels. Long-haul flights, waiting at airports can force us to cramp our bodies into a small seat for numerous hours at a time (amidst dehydrating circumstances, to boot).   
 
When traveling on a multi-hour flight, for instance, the combination of plane travel stress, time zone/sleep pattern changes, and altered eating schedules can disturb your mind/body balance. The effort involved in combating the resulting jet lag after long haul travel can make you feel exhausted. A solution to these oftentimes-challenging circumstances involves a simple series of mental techniques, physical routines, and basic preparation mindsets that will improve your vitality and energize the nervous system, enabling you to stay focused and alert – especially when you have meetings to attend soon after landing. They will also help to maintain a healthy digestive system (especially if you’ve been seated for long periods of time) and provide ways in which to help you relax, unwind, and aid in a restful night sleep. 

Meals menus

There is so much storytelling to do when it comes to treating your passengers with the onboard meals! Especially in the premium classes, for which you invest so much to delight your passengers. 
 
Your IFE can become the digital showcase of your onboard menus and snacking offering. From dietary information to cooking advice brought by your selected chef, the range of content is really huge.
 
This section on your IFE deserves a real editorial committee. What about having your sommelier give your passengers some advice about wine tasting? What if the champagne producer provided you with history about its soil? Of course, the content has not to be produced directly by your team, but more likely being free-of-charge provided by your handpicked partners and blent with the content coming from your favorite catering supplier.
 
You can even go further and shift to a true onboard shopping experience. For example, having discovered a wine onboard, your passenger can buy some bottles directly through the IFE/C and have them delivered at home!
 
When it comes to presenting the snacking menu, keep in mind that the product manufacturers will be more than happy to promote them on this dedicated channel to boost the sales. 

Digitized Inflight Magazine & Thematic channels

You want to reduce weight onboard? One of the solutions is to digitize your inflight magazine. Such opportunity will also enable full digital advertising, increasing the revenues initially generated by your magazine. To achieve this goal, you can either go through an enhanced pdf reader, delivering “article view” for a more comfortable reading experience, or go full digital, offering your passengers a true web-like experience. This latter solution is also a good tool to pimp your website and get even more traffic through the SEO increase that it generates.
On your IFE, your infight magazine can be split into several sections/subsections introducing thematic digital channels : fashion, art & lifestyle, 
One of this thematic channel that has to be but at the forefront of your IFE’s home page is the Corporate Section (see next chapter)

The take-aways from Hamburg Aircraft Interiors Expo 2019

Once again, this year’s edition has been a tremendous one. Not only a step beyond, but a great leap. The IFEC zone, initially attended by the happy few of airlines equipped with seatback screens, has been widely visited by smaller carriers.

The boom of wireless IFE

Those new attendants have understood that IFE has become truly affordable. Such service is no longer the preserve of the big ones.
On the suppliers side, last year one thought that their offering had reached a ceiling, with the first rise and fall, as well as market concentration. AIX 2019 refuted this assertion. Airlines wishing to bring onboard wireless IFE can now choose among 30+ solutions, from plain hardware to full turn key platforms. 

Beyond IFE
Inflight Services

One big question still remains for all the attendees of the IFEC zone. When IFE onboard offering is a no-brainer when it comes to long haul flights, and is consequently included in the ticket price, the ROI topic is far more sought after when it comes to short and medium haul. How to offset the costs of this must-have feature in the making?
The good news comes to the systems capabilities themselves: beyond plain entertainment, with state-of-the-art software integrated into those platforms, airlines can also manage cabin services, and even facilitate ground operations, turning their IFE into a comprehensive Inflight Services Platform.

Game changers in the seatback market?

Last year the world was simple for seatback screens. Airlines had the choice between Panasonic, Thales & Safran (ZII). Two new offering have made big noise this year: Burrana (formerly Digecor who acquired Rockwell Collins’ IFE business), and the newcomer Mythopoeia who secured Air Greenland and Rossiya. Those newcomers both blow a wind of flexibility surfing on the latest available technologies.
 
Soon in your cabin! (At the industry time-scale)
Innovations at AIX Hamburg is at every aisle’s corner. One of the most promising is on the windows side: Collins aerospace’s 100% virtual window, and Vision Systems’ ActiVision, interactive touch window. 
 
Another trend promised to a bright future is the rise of the LiFi. Although consumers electronic devices are far from embracing such technology, the airline industry is definitely preparing to serve this standard since it will generate huge hardware & wires-related direct and indirect costs savings.
TOP 10 : Global Classic Painted Aircraft 2019

TOP 10 : Global Classic Painted Aircraft 2019

AND THE WINNER IS…. ?

 

TOP-01 / China United Airlines — QingYang ?

TOP-02 / Qatar Airways — Barcelona

TOP-03 / KLM — Delft

TOP-04 / Kulula — Flying 101

TOP-05 / Azores Airlines — Whale

TOP-06 / ANA — Star Wars

TOP-07 / Alaska Airlines — The Incredibles

TOP-08 / Air New Zealand — Lord of the Rings

TOP-09 / Eva Air — Gudetama

TOP-10 / Jetstar — Singaporeans

 

Congratulations to all of you !

A comprehensive overview of the inflight content offering (1/2)

A comprehensive overview of the inflight content offering (1/2)

A compelling portfolio of content hosted on your IFE/C platform is one of the three pillars to build ​successful ancillary-generating passengers experience. The new trend is to offer your passengers a web-like experience: your IFE/C is no longer a plain screen providing Video-On-Demand! At the age of media consumption commonality, you are committed to wow your passengers.

Videos 

Credits : Nello Consulting

“Blockbusters are a no-brainer”. This is what we often hear from the industry. Obviously, when speaking about long haul flights, this assertion is true. However, blockbusters are not the only video content. As Raphael, from Nello consulting mentions it:

“Nowadays, content is everywhere and a good way to escape from hours of flight is to watch interesting content. Generally speaking, most of the passengers are thinking that they absolutely need to watch a blockbuster to have a good time, it’s not 100% true! Especially if we add the constraint of a short or medium-haul-flight, passengers don’t have the time to watch a full-length movie and the airline companies are often obliged to reduce the offer to some low-level documentaries. It’s not true anymore and even people will tell you that passengers are now downloading content to their smartphone before to take off, it is only representing 5% of the population. What about the others? Airline companies still need to keep their passenger entertained. How? By choosing relevant content and not accepting everything. If you’ll take the time to look at it, there is plenty of categories that worth the case: 

  • You’re looking to keep children quiet.? There is plenty of animation from old time to the most recent with famous brands sometimes forgotten
  • You’re looking to address millenials? What about discovering the e-sport magazine with the top trends video games
  • You’re looking to entertain all generations? What about adding short form awarded movies? You’ll be surprised to recognize also a famous actor or some gold nugget.
  • Did you get a fan of Sports aboard? Offer the weekly highlights of the matches of several soccer teams or propose the band new formula electric.”

There are so many hidden gems, produced by every culture, that you will be surprised
as will be your passengers! Adding on the top of that sponsored video content, and you get the perfect mix for your passengers
and your budget.

Audio

Credits : Nello Consulting

Forget the traditional “Listen” section. Turn it into “Musical Experiences”. Since most of the passengers carry their own music on their device, providing them with the top charts, top classical is not always relevant. Your passengers are about to discover new cultures, new worlds, then offer them a musical glimpse of the in-destination music offering.

You can also include a handpicked selection of less-known artists that match to your airline brand. Or, if you don’t have the budget, you can get such selection sponsored by a music provider or a fragrance brand.

As the video is also a sought-after media, you can create a “music videos” subsection in which you offer the top 10 by music genre and/or add the set of trendy deejays

Games

Credits : Gladi8tor

Did you know that the gaming industry is one of the most dynamic industry (+11% CAGR)? Gaming is no longer a children activity. Most of the age groups, most of the social categories are impacted.

Wouldn’t you like to promote a new onboarded game within your social community, and offer your future passengers to win credits and have them redeemed them during their flight? Wouldn’t you like to organize e-sport tournaments from one aircraft to another? Would you be looking for a branded famous car race game sponsored by your official rental car partner?

All this is now possible. We highly recommended to have a real gaming strategy setup throughout the entire journey. Thanks to that, additional ancillary revenues can be driven:

  • Directly from advertising and in-game upselling
  • Indirectly through loyalty enhancement

To achieve such goal, it is mandatory to phase the project, since such strategy may involve several stakeholders in your company: IFE team, IT team, Digital Communication


Moving Map

Credits : FlightPath3D

Who has been bored watching the aircraft slowly progressing along its flight path? Such experience can now be dramatically improved with interactive moving maps offering a Google Maps/Google earth-like experience. Thanks to high-end interactive moving maps such as FlightPath3D, your passenger can browse, swipe, zoom, and be delighted with engaging points of interest, theme-based, that can also be sponsored. Did you know that such digital experience is one of the most sought after by the passengers?

Destination Content and Services

Credits : PXCom

Did you know that 80% of the travelers rely on their paper tourist guide during their trip to sort the best points of interest and activities that will enlighten their journey? Not only tourists are looking after in-destination activities, with the rise of leisure, but you will also delight your business travelers.

Their flight is the perfect moment to engage them with a sought-after service, especially if you also provide them with the ability to book some tickets, download discount coupons


However, you must absolutely avoid providing them with plain user-generated content such as Tripadvisor. They can access it everywhere from their mobile, at any time when they are connected. Such content contributes to the success of your brand. Prefer offering curated content, blending cold advice with seasonal editorial recommendations for a better experience.

Digital Press

Credits : Adaptive Channel

Newspapers and magazines are a traditional form of entertainment for passengers, however switching to digital press now provides airlines with significant benefits. Switching to digital press provides airlines with the rare opportunity to simultaneously reduce costs and improve the passenger experience, a rare feat for any airline with budget constraints and demanding passengers!  It reduces logistical and cleaning costs associated with a printed press but most importantly by reducing the onboard weight, it reduces fuel consumption and CO2 emissions. On the cabin front, the digital press allows passengers to be entertained on board but also at the gate and after the flight with newspapers and magazines that are always up to date and never run out.

“Digital press is also an experience that passengers really enjoy in particular on short and medium haul flights which traditionally lack a proper IFE service. For airlines, digital press may be made available to passengers on any IFE systems such as Seat-back IFE and Wireless IFE but also on the passenger’s own mobile device using a cloud based service when no IFE is available (Mobile IFE)”, states Laurent SAFAR, Adaptive Channel’s CEO

“It should also be mentioned that on-board reading experience passenger experience has been enhanced by the availability of high-end eReaders which allow passengers the full use of their mobile device to read their favorite newspapers and magazines in page mode as well as in article mode, a feature particularly useful with a smartphone!”

There are so many more content opportunities and strategies to discover! Don’t miss our next month issue of PXConnect for the second part of this overview.

Health & Wellness: The new travel megatrend

Health & Wellness: The new travel megatrend

Ultra-long-haul routes, fear of flying, rise of “The good life”, Athleisure
and many more are the groundwork of the big leap of Health & Wellness in the air travel. From preflight experiences in the lounges and/or on the mobile app, to inflight digital offering, to in-destination recommendation, the airlines are quickly embracing this new frontier.

Skift, the ‘daily homepage of the travel industry’ has issued a comprehensive overview of this megatrend in Skift : The Megatrends Defining Wellness in 2019

Future Travel Experience, one of the major travel industry change leaders, has also dedicated a full article dedicated to inflight wellbeing. You can discover it on Future Travel Experience: How airlines are leveraging science and technology to enhance passenger wellbeing inflight? 

A NEW AWARD FOR PXCom! ?

A NEW AWARD FOR PXCom! ?

TravelWellÂź : AWARD WINNER!?

PXCom, Charlotte Dodson Yoga and SkyLights Inc. are proud to win the Inflight MEA 2019 Best Supplier Innovation Award for TravelWell¼, the only 360° Health & Wellness experience, that elevates the passenger’s experience throughout the entire journey, whilst creating ancillary revenue opportunities for the airlines.

TravelWell¼ is your new immersive guest experience in health and well-being as a lifestyle digital channel, that passengers can enjoy before the flight through the airline mobile app, on the lounges wifi, during the flight regardless of the IFE/C platform, on SkyLights’ Allosky VR headset and after the flight on their own device.

Royalty & celebrity yoga teacher, Charlotte Dodson is your traveling companion to help you feel good along the way, offering visually-rich guided meditations in VR, FLYWELL onboard exercises as well as nutritional advice.

As with all of PXCom solutions, TravelWellÂź comes with a comprehensive set of monetizing opportunities, from onboard shopping to native advertising to in-destination sponsoring options.

5 INFLIGHTS TRENDS TO WATCH IN 2019

5 INFLIGHTS TRENDS TO WATCH IN 2019

2019 INFLIGHT TRENDS

Inflight Connectivity

RouteHappy’s Annual Inflight Wifi Report is expected to be released In less than one month. Last year’s release showed a 17% increase on 2017 with 82 airlines offering inflight connectivity. No doubt that this year’s report will highlight a rapid increase of equipped aircraft. Yet, 2018 has also stressed the limits of Inflight Connectivity, especially when it comes to ensuring a sustainable ROI for those airlines who have heavily invested in the enhancements. Although there is no magical formula, stacking specific solutions car significantly offset some costs:

  • Use the IFC beyond the simple pax pleasure, especially for MRO usage, weather/routes optimization

  • Use the IFC for operational cabin crew reports, saving costs
  • Split content between seatback & IFC in order to drive audience and monetization opportunities
  • Integrate connectivity-free ad-serving solution
  • Include partnerships for streaming services


To date, Finnair appears to be one of the best in class, relying on its high-end Nordic Sky Wifi that drives ancillary revenues based on food and beverage, travel retail and upgrade sales, bundled with seamless payment solutions, especially targeting Chinese passengers with Alipay.

Personalization

Will PNR and customer data eventually be linked to the IFE platforms? As of today, it is no longer a technical issue, as Thales showcased it recently on its latest Inflyt platform. Neither it is a legal issue since GDPR provides the right frame to it and all the airlines collect personal information for their ticket sales process. The big question is ‘who will be the first airline to accept sharing that data on a third party platform to allow a full journey-through personalized experience’. Thanks to both the cookies technology and their mobile app, airline get a strong understanding of their passengers. Blend it with data gathered during the flight and a strong Netflix-like recommendation engine, and you can feed a virtuous circle that produces an ever more personalized inflight experience.

The first inflight chatbots

The airline has embraced chatbot technology for the last two years, offering interactive communication with their passengers
on the ground. In the wake of the personalization quest, such technology will help passengers in rapidly adapting the onboard experience to their immediate need from finding the right content at the right moment to experiencing more customer-centric onboard shopping. Of course, the stake is to add to your IFE platform a connectivity-free chatbot

Content disruption

During the last two years, we have witnessed the explosion of Netflix, Amazon Prime and another video on demand platforms. The media industry, at least for the BtoC model, has definitely shifted to a consumption-based business model. What about the airlines? No doubt that by the end of the year, disruptive content service providers will eventually manage to negotiate with the majors, to drop down the usual “flat fee” to offer their airline customer a kind of pay-per-view business model.

Blockchain for the onboard payment

Last year we saw a couple of exiting statements unveiling the adoption of the blockchain technology. Among them, Singapore Airlines unveiled KrysPay, which it claims to be “the world’s first blockchain-based airline loyalty digital wallet”. Shall we see it bundled with the “Tap & Pay” technology developed by Panasonic and rolled out on Level Airlines? Beyond that, blockchain or not, one of the big expected improvement for this year is a dramatic change in the onboard payment user experience. As payment is the last possible touch point that could lead to a shopping abortion, a seamless payment experience like on-the-ground has become a no-brainer stake for the airlines.

TRAVEL BY AIR FRANCE DIGITAL TRAVEL GUIDES USE PXCom TECHNOLOGY

TRAVEL BY AIR FRANCE DIGITAL TRAVEL GUIDES USE PXCom TECHNOLOGY

Available both on the web www.airfrance.fr/guide-voyage and on the “Air France Play” mobile app, the digital travel guides of Air France allow travelers to search for inspiration and to access broad travel diaries and download content selections to prepare and organize their stay.

These guides have recently become available on company aircraft from seatback screens and on smartphones as well as passenger tablets.

Specialist in inflight solutions, PXCom was chosen by Air France to deploy its technology on board.

“Air France relies on PXCom’s technological solutions because they contribute greatly to the passenger experience on board our aircraft”, confirms Florence Fournier, IFE Manager by Air France. “The broad spectrum of their applications relies on a particularly proactive team that understands the needs of our company. The result is an effective partnership that generates value. “

With on-board connectivity, passengers will eventually be able to book their hotels, restaurants and tourist activities via the on-board application during the flight.

“What is interesting for Air France is also to be able to rely on our technology to offer its business partners a new space of expression on the passenger entertainment platform to promote their activities via native advertising.”Says Cyril JEAN, CEO of PXCom.

Air France may also collect data to identify and analyze passenger usage and to offer them more personalized and relevant information in the future.

Is your inflight content really adapted to your flight operations?

Is your inflight content really adapted to your flight operations?

One size does not fit all

When it comes to inflight content, airlines spend thousands USD per month, up to millions per year, to delight their passengers with the best possible content during hours of flight.
Whilst it’s a no brainer to have a minimum portfolio of movies -but not only- for long haul flights, it becomes a nonsense to have such offering for flights under two hours, unless you can organize a (costly) streaming feature throughout the entire journey!

Suggested methodology

For short and medium haul flights, which represent 70% of the worldwide daily flights, you need to reconsider your inflight entertainment offering.

First step: define some routes segments. For example: flights under 2h00 and flights between 2 and 4 hours.

For the second step, request the help of your marketing team. They should be able to provide you with customers profiles per segment and period of the year. However, be careful, start simple! Avoid defining to many profiles/routes sub-segments.

The result of such analysis is a simple matrix:

Rows: route segments
Columns: route subsegments (e.g domestic, domestic<>Northern Europe,
)

According to the considered season (start with two), each cell of the matrix can be filled with passengers’ general information: x% business traveler, y% family, top 3 nationalities


For each cell, adding the number of transported pax gives you the weight of importance in your content decision process.

Don’t forget the advertising component

When it comes to content consumption, you also need to consider the forecasted advertising revenues. If you expect to get significant advertising revenues out of your inflight platform, you need to ensure an average of 4 advertising exposure per flight per passenger.

Hence, how do you expect to monetize your inflight offering with 45-minute expensive TV programs on a 1H15mn flight?
In such case, you need to ensure that each “content” will be no longer than 15 to 20 mn.

Assuming your IFE software is able to display the right set of content according to the route and passenger profile, you are now ready to source the right content
at the right price! Don’t miss our next articles dedicated to a comprehensive overview of the inflight content offering, and organizing an effective and valuable passengers’ feedback.

When IFE comes to the rescue of flight attendants!

When IFE comes to the rescue of flight attendants!

Last week, I was coming back from Italy on board a low-cost airliner. In a number of ways, this company was just as good, in terms of passenger experience, as the so-called “full-service” traditional airlines.

The on-board sale of sandwiches, beverages, and candy drew to a close. And then began an ordeal that was especially trying for one member of the crew: selling passengers perfumes and fashion goods, explaining all the while that this was considerably less expensive than the duty-free shop
 And that’s not all! Such-and-such a watch comes with a five-year warranty directly from the airline, blah, blah, blah. A hesitant (and, in the end, unconvincing) speech. I truly felt bad for this person, whose profession is to ensure comfort, safety, and the passenger experience, but who was obliged to go through the motions of this sales pitch worthy of a street peddler!

I honestly felt like taking down the flight attendant’s name and writing to the company to attest to the effort deployed by this individual, who is innately unsuited to sales. And what is there to say about the more traditional companies, with their carts pushed down the aisle to sell duty-free goods, the same way cinema ushers used to sell ice cream back when we were kids?

Fortunately, certain companies understand. They have brought in the power of digital technology and offer passengers the opportunity to place orders directly on their entertainment systems for items presented just as well as on a website, made more attractive by one deal or another, and delivered either directly on board the flight – or, even better, to their homes!

It is now possible to fit out an airplane with a WiFi portal to which passengers can connect with their own smartphone or tablet, or even on a seatback screen, offering also additional revenues from the products & services promotion through native advertising, on the top of onboard sales
 I also wanted to tell that crew member, “Hang in there, in a few months you’ll once again be able to concentrate on the profession in which you excel: the passenger experience!”

 

Click here to learn more

The limits of user generated content

The limits of user generated content

The limits of user generated content

The temptation to use non-professional content (commonly referred to as “User-Generated Content”) from the most well-known review sites (TripAdvisor, Booking, OpenTable…) is extremely high for our clients: airlines, rail and bus companies… And what could be easier than opening an API and filling the passenger entertainment system with the opinions of thousands of users?

The Shed at Dulwich (London) case speaks volumes about the limits of these platforms. In a couple of months, this fake restaurant created by an independent journalist succeeded in becoming one of London’s top-rated restaurants!

Certainly, these platforms are useful, essential even, for a sort of quality control on what is in store for us.

But when passengers consult content on entertainment systems on planes, buses or trains, the company’s image is at stake. Of course, the company displays the source of this content, and will even spend a lot of money to use the brand of the platform in question. However, these have no added value, nor provide a service to their customers, since this information can be accessed by anyone with a smartphone or tablet.

It is essential, therefore, that this content comes from professionals in tourism, gastronomy, or other sectors… And that it is published or produced upon the company’s request.

Once at their destination, inspired passengers are entirely free to check these platforms, to see if the on-board favourite picks match their inclinations at the time.

To take things one step further, if transport companies wish to introduce a scoring system of recommendations that takes inspiration from this content, they can. With tools such as XPlore by PXCom, they can organise their own opinion community, starting a virtuous cycle of personalising recommendations to match the tastes and habits of their passengers as closely as possible.

PXCom.media is now open!

PXCom.media is now open!

Dedicated to all tourism businesses located over our 250 operated destinations, pxcom.media is now open! Whether you are a city tour, a boat or car rental company, a restaurant, a craft shop, a museum, an entertainment venue
you’ll find on our brand new website, all the solutions to promote your property or activity onboard. You target the passengers flying to your destination, and engage them in buying your products or services.

According to your location, our large portfolio of digital advertisings range from sponsored page in our interactive inflight destination guides, to comprehensive digital campaigns thanks to our partnership with IMM International.

For a compelling brand experience, we can also create your own microsite flying at 30,000ft, and integrate it into the onboard entertainment platforms.

Our blogging team, formed of experts in travelers’ digital engagement will also provide you with comprehensive how-tos for effective tourism marketing actions plans.

Looking forward to welcoming you onboard!

PXCom gives birds eye views via IFE platform

PXCom gives birds eye views via IFE platform

A world-first: 360° live external stream

In partnership with IrisAero, a French provider of 360° 4K cameras for the airline industry, PXCom has developed PXVision, a 360° player dedicated to the InFlight Entertainment ecosystem, that also includes Interactive Augmented Reality experience.

“Our technical team has clearly achieved a great challenge”, says Cyril JEAN, PXCom’s CEO. “PXVision is aimed at providing passengers with a live 360° external video stream, and discover in real time the points of interests that the aircraft is flying over. Should the camera be mounted on the top of the aircraft, passengers will be offered to discover sky constellations for example. Based on this new inflight entertainment offering, we can now roll out so many business cases that will both elevate the Passengers’ Experience and drive ancillaries to the airlines”

Integrated in a tablet-based IFE demo

This new feature has been integrated in a tablet-based IFE demo specifically produced by PXCom for the leader in regional aviation, ATR, to support their aircraft showcase at Paris Air Show, with a customer friendly Graphic User Interface (GUI).

Thanks to XPlore by PXCom, the entire GUI and its related contents can be dynamically managed by the airlines. This demonstrator also includes all the contents that can be found on a legacy IFE platform: movies, games, music, PXCom’s destination guides, digital press


Meet PXCom at Aircraft Interiors Expo on #3C30B

Meet PXCom at Aircraft Interiors Expo on #3C30B

Let’s talk Passengers’ Engagement

Our teams are thrilled to inform you that this year PXCom will showcase its new full IFE/C offering encompassing both passengers and cabin services, relying on our groundbreaking technology, that will enable you to reduce your IFE/C costs, generate ancillary revenues, and elevate your passengers’ experience. Stay tuned for further information!

We will welcome you on #3C30B (spot the French Pavilion in the IFEC zone).

Don’t hesitate to contact us to secure to best time slot.

http://www.aircraftinteriorsexpo.com/

PXCom comes to AIX 2019 !

PXCom comes to AIX 2019 !

This year at Aircraft Interiors Expo, held in Hamburg Messe, PXCom will showcase a large range of digital content for the IFEC industry.

XPlore by PXCom goes beyond destination content

XPlore by PXCom is an end-to-end solution, focused on destination content, deals & services, that enables content creation, aggregation and management on the ground and automatically generates the inflight apps or updates for the inflight apps, that are aimed at being integrated into the IFEC platforms. 11 airlines currently benefit from this highly innovative solution for the destination content management.

Beyond destination content, XPlore by PXCom now encompasses all the inflight digital experience: airlines can choose to change both the UX and the whole digital content management, in a few clicks.

Personalizing inflight experience

PXCom’s technical teams have integrated “tags management” into XPlore by PXCom. The displayed content (e.g. restaurant list, things to do at destination, movie categories
) is automatically adapted to the passenger’s preferences. “Such feature is especially adapted to w-IFE/IFC portal, since we log in the passenger’s device all the settings. Thanks to that, from one flight to the next one, on the same airline, the passenger can browse tailormade content”, states Olivier HELIOT, PXCom’s CTO. ”Personalizing the inflight experience is a fantastic challenge, for which PXCom is committed to bring easy-to-roll-out solutions to its airlines partners.”

Introducing SkyHi Reviews

SkyHi Reviews is the ability given to the passengers to rate during their return flight, the activities and points of interest mentioned in PXCom’s inflight destination guides. Since the reviews need to be controlled to avoid any trouble, they are off-loaded from the aircraft at its landing, controlled and aggregated in the next content update delivery.

World culture at PXCom

Last year at the APEX Expo, PXCom announced the partnership with Ctrip’s Bamboo Compass, enlarging the scope of the destination content to Asia.

AIX Hamburg 2019 is the opportunity given to PXCom to jump into Middle East culture, as the company launches a new interactive app for IFE platforms, called “Hajj & Umrah Preparation”. “Hajj & Umrah is an important journey for all Muslims in the world. It’s a once in lifetime experience, but involves an important preparation from the pilgrims to perform the rites in the right way” explains Cyril JEAN, PXCom’s CEO.” Hajj & Umrah represent 15 million of pilgrims each year, and 2 million can be welcome at the same time to Mecca. Hence, it’s mandatory that PXCom be able to support airlines in providing the right content at the right moment for their passengers.

Come and meet us this year on French Pavilion in the IFE Zone, booth #3C40-B

Air Caraibes’ new A350: XPlore by PXCom live on-board!

Air Caraibes’ new A350: XPlore by PXCom live on-board!

On March 2nd, 2017, Air Caraibes’ first A350 takes off to its first destination in the French West Indies. This aircraft is the first A350 delivered to a French airline.

Thanks to Thales AVANT’s, passengers will enjoy a state-of-the-art InFlight Entertainment platform on their seatback screen, that also integrates PXCom’s interactive destination guides.
The operated destination is always displayed first, enabling passenger to browse and select the activities that will enlighten their journey, but for connecting or returning flyers, they also can access the full list of Air Caraibes’ operated destination.

 

Local tourism players can also rely on this platform, in order to promote their property/activity on-board.

Festive Season 2016 Infography

Festive Season 2016 Infography

During the last festive season, 500+ thousands of passengers flew and could enjoy PXCom’s interactive destination guides on their IFE (Inflight Entertainment system).

Since all our solutions integrate full tracking system in order to analyze passenger’s behavior, we are glad to share this first of its kind infography.

In consistence with Bexit’s impact on UK tourism, many passenger considered London during their holiday. Not surprisingly “bars & nightlife” section was a hit just before New Years Eve!

PXCom guide’s popularity is also increasing since the average time spent raised from 10 to 12 minutes in a few months, for an average flight duration of…1h40!

2017: the year of Sustainable Tourism

2017: the year of Sustainable Tourism

The United Nations has designated 2017 as the International Year of Sustainable Tourism for Development. An economic sector that represents almost 10% of world GDP and is constantly growing!

During the 2016 edition of WTM (World Travel Market), the organisers published a study* which showed that, for 75% of the travellers surveyed, preservation of the environment was an essential element in their choice of destination. And 60% considered that it is the responsibility of the tourism industry to have strong social commitment in this area.

On the occasion of the opening ceremony to be held on 18th January in Madrid (http://www.tourism4development2017.org), and to promote all the players engaged in sustainable tourism, PXCom decided to launch two innovations for 2017, leveraging its audience of over 41 million passengers.

Identify local players in destination guides

On our interactive tourist guides, that can be found on the inflight entertainment systems of our partner airlines, we are going to promote tourist offices and structures that engage in sustainable tourism and make passengers, who will be finalising the details of their holiday during the flight, aware of the possibility of choosing eco-friendly activities, services and products“, noted Cyril JEAN CEO of PXCom. “This action has been relayed directly to the tourist offices of the 248 destinations that we operate, thanks to our supplier and partner, ArrivalGuides, the digital destination guides world-leader“.

Helping airlines in their social commitment

Through another dedicated area, the one where the airline presents itself, PXCom has suggested to the companies that they educate their passengers on the various aspects of their social commitment: use of biofuels, actions for NGOs, social engagement… “We have created a fun space for companies with complete interaction“, said Cyril JEAN. Quizzes, games with social purpose… all solutions which are intended to enrich what the airline traditionally presents! “And in both cases passenger awareness can continue after the flight, thanks to the possibility of downloading a PDF during the flight or sending an email once they have arrived at their destination“, concluded Cyril JEAN.

* Click Here for the WTM Press Release.

Top 3 Tourism Marketing Challenges for 2017

Top 3 Tourism Marketing Challenges for 2017

Bye bye 2016! It has been a heck of a year, hasn’t it? 2017 is about to start, full of promises, but also full of challenges to be taken up.

The digital acceleration we are witnessing is more accurate than ever, PED-addict travelers are still soaring, and, as a result, becoming a top-of-mind interest for this mercurial target requires from you, as tourism marketing professional, a high rate of creativity, effectiveness and relentless agility.

Hence, for this upcoming year, like Aladdin’s Djinn, let’s offer you three wishes

Target

At the digital age, do you still accept to pay for a large share of audience that is not only formed of potential customers? Your customer’s journey is a long path, from at-home inspiration to in-destination information gathering. Throughout this path, you’ll find many digital touchpoints, and for each of them, a solution to target and retarget your future customer.
Yet, you must keep an eye on an emerging issue: the invalid traffic, also called IVT. Read our dedicated article on that digital-specific hazard.

Reach

Once you’ve got a 20 on the target, you must concentrate your efforts on reaching it in the most effective way. Among all the issues that have to be solved at this stage, two of them stand out.
First of all, ensure your message is in the right format. Static items belong to history. Jump into Native Fluid Items (check IAB recommendations), in order to ensure a full compliance regardless of the device (laptop, tablet, smartphone and
IFE systems)
Then, your next big challenge is ad-blocking behaviors: IAB predicts 50% of ad-blockers-equipped devices in the near future. Solutions exist, among them the “Acceptable Ads Program (AAP)” from IAB.
When it comes to digital inflight advertising, PXCom’s solutions guarantee that your message won’t be blocked. Read more about ad-blockers.

Engage

Where micro-moments are king, personalization is queen.

It’s all about delivering the right content at the right time. Google names that “Micro-moments” (see https://pxcom.aero/blog/get-ready-to-win-the-travelers-micro-moments/). As written above, an inbound tourist journey is full of touchpoints. This future customer’s expectations vary according to the stage of the journey.
Your challenge is to produce the right contents to be sent at the right touchpoints.
To add value to your content, and maximize your engagement rate, you also need to consider a growing expectation from the tech-savvy travelers: personalization. Discover more about that key factor

Next year, and more than ever, Digital Tourism Marketers can be compare to the marketing super-heroes! But triumph without peril brings no glory, isn’t it?

How IoT can leverage Passenger Experience

How IoT can leverage Passenger Experience

NXP Smart Tour for IoT stopped by Bordeaux yesterday. Our technical team was there!

Report

The NXP smart tour day in ENSEIRB has been full of enlightment about IoT state of the art. The component manufacturer NXP, strengthened by its merge with Freescale proposes a large hardware and software ecosystem allowing a fast and efficient deployment of IoT devices. In addition with the presentation of their full offer and truck embedding more than 150 IoT demonstrations, speakers from 4Mod and UCARE have presented their hardware solutions embedding NXP components. We have seen a growing interest in making IoT networks safer with the integration of dedicated chips removing some computing cost from the MCUs. An extended exchange with AVNET Silica has confirmed this tendency. Directly linked to our core activity, the safety of data and networks seems to be a burning topic for industrials as well as users, especially when you’re talking about personal data.

The importance of IoT in #PaxEx

It’s all about personalization. In order to deliver the best passenger’s experience, airlines and other transportation companies struggle to introduce personalized answers at the right moment. The most important trigger has been the Google glasses last year, enpowering airport crews for smarter check-in experiences. We also curently witness IoT wide usage for luggage tracking throughout the journey.

In a near future for in-flight, for example, should a passenger be unusually nervous onboard, its wearable can inform the cabin crew thanks to an automatic connection to its InFlight Entertainment (IFE) platform, so that he is offered a relaxing VR session.

Another effective example comes from your smart-watch. Just imagine that you’re a frequent runner. Since it is stored in your watch, which automatically connects to your IFE, this latter can suggest the best jogging paths at destination, that you can even download them…sponsored by Nike or Reebok of course!

In those two simple examples, the airline can both leverage its #PaxEX and monetize this micro-moment…and there are so many onboard use cases!

To deliver such service level, a confidence climate has clearly to be established. Last surveys show that passengers are likely to share their personal data, but need to be ensured that it is done in a safe way, and for service personalization purpose.

IoT will dramatically enpower the future of #PaxEx. IFE Manufacturers are here to connect the dots, and PXCom to bring the service and monetize the experience!

Meet us at APEX Expo 2016 Singapore on #1120!

Meet us at APEX Expo 2016 Singapore on #1120!

INSPIRE.

With nearly 200 equipped-aircraft, 41M passengers can enjoy our interactive experience, and benefit from destination-related information and services during their flight.
Did you know that 80% of your long-haul passengers go over their paper travel guide during their flight to prepare their journey at destination?
Enhance your passenger’s experience by providing them with an unmatched full interactive destination guide, relying on the industry’s largest portfolio of content as well as bespoke solutions.

ENGAGE.Ticket Booking Form

According to travel industry professionals, ubiquitous booking is becoming the norm. Especially during a flight, when the audience is captive and willing to spend at destination!
PXCom solutions enable your passengers in booking their skip-the-line tickets, city passes and other transportation offerings directly from their seat.

GENERATE ANCILLARIES.IFE Welcome Screen With Advertising

Thanks to AirSAS, our digital ad-server devoted to IFEC platforms, you are provided with a comprehensive ancillary generator supply-chain, from advertisers sourcing to inflight digital campaigns management.

DISCOVER OUR SOLUTIONS.Advertising Screen

Our featured products will be live on our booth (#1120) and on many IFE Manufacturers’ since we are compliant with quite all existing platforms whether seatback screens or w-IFE.

You can also meet Cyril JEAN, our CEO and cofounder, during the conference. As a leading company in the digital inflight entertainment, we are invited on the dedicated panel: “The Digital Ecosystem: Ancillary Revenue Opportunities & Obstacles”. Click here for APEX Conference details.

Get ready to win the traveler’s micro-moments

Get ready to win the traveler’s micro-moments

Today, time is no longer counted in days, hours, minutes or seconds. The unprecedented growth in our use of smartphones has created a new sense of time: a day now consists of alternating experiences and moments, which tend to be short. Some of these moments, which happen to be particularly short, are directly related to the smartphone user’s relationship with their device. We call these “micro-moments”.

A while ago, Google published a number of articles on micro-moments (watch Google’s presentation), times when we’re online and awaiting something specific from this digital device which we’ve adopted so wholeheartedly. These moments can be classified as different cases of “I want”. I want information, I want to buy a product or service, I want to have fun… and all instantaneously! The initial feedback from brands which have integrated these micro-moments into their strategy is particularly illuminating.

Within the tourism world, which is of particular interest to us, everything is technically ready for an advertiser to be present in real time and to respond to consumers’ overwhelming need for immediacy. But what about you? Are you ready to respond to these consumers? Do you know how to make the link between your business and their expectations, during these short periods of time? Do you know what to do to best make use of these moments in terms of your own objectives?

The prerequisites

To make the most of these micro-moments, you need to respond to two essential prerequisites:

  • Immediacy: during these micro-moments, the mobile user is ready to make a decision straight away, to find out information, to find a service, to do or buy something.
  • Suitability: To engage the mobile user, your service must be quickly understood and easily accessible or implemented.

Some examples

When it comes to travellers and tourism, we’ve highlighted some of these critical moments:

  • “It’s been raining for the last 15 days, I’ve left the office and I’m on public transport. I want some sunshine. I’m going to see where I could spend a few days in the sun.” In this case, a presence on sites which list sunny winter destinations can be particularly effective. (click for example)
  • “I’m on the plane, I’m watching a film and I’m starting to imagine myself on holiday. What do I want to begin with?” In this case, it’s important for a tourism company to be included in the interactive guides offered as part of passenger entertainment systems (click for example).
  • “I’ve finished visiting a museum and I’m hungry!” In this case, nearby restaurants who have ensured that their online reputation is good will be quickly chosen.

The iterative approach

Despite the very high number of these micro-moments in a tourist’s day, whether before, during travel or once there, you must adopt a methodical and iterative approach:

  • Start by developing a very simple mapping of the daily micro-moments of your target audience by putting yourself in their place.
  • Clarify the expectations of your target audience for each identified micro-moment.
  • Select a few micro-moments which seem most consistent with your services.
  • Use contextual technology to ensure that you’re present, delivering the best possible message.
  • Ensure that the experience that you’ll deliver on mobile or tablet is simple and efficient (in terms of information loading time, responsive design, etc.).
  • Measure the ROI.

Draw conclusions: Do I need to improve my message or the way in which I deliver it? Should we abandon this touchpoint and remove it from the mapping? Imagine other micro-moments and start the process again. You’ll see, your mapping will quickly expand, and you’ll only retain the most effective options for your business!

One last tip: mobile users, especially millennials love social networking. Don’t forget about the “Share” option. It can have a very positive impact on your online reputation and can provide you with new customers.

The must have applications when visiting Lyon

The must have applications when visiting Lyon

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My reflex and the one of many people is to use our smartphones as soon as we can, and the rule does not escape during travels in France and abroad. So if I offer a small selection of the best applications for visiting Lyon, would you follow me? En route for the city of lights!

Application of the City of Lyon

The official application of the City of Lyon has everything a tourist needs : the list of activities to do and the sights to visit, the time of visit and of course the cultural agenda … Perfect for scheduling your trip !

TCL

Because i used it plenty of times and it helped me plan my trips, i need to speak about TCL. This app creates your itinerary and gives you information about next passages of your buses and subways. You will gain a lot of time and won’t have any excuses for being late.

metro-TCL

Parkopedia

Find your perfect parking space using the growing database of thousands of parking lots and garages in Lyon, street and metered parking and even private driveways !

RĂ©sultat de recherche d'images pour "car parking"

Uber

The American app Uber arrived in Lyon more than a year ago for to the delight of residents and tourists. Because being transported from point A to point B in a beautiful car and attractive price, a driver in suit and must of all : a small bottle of water offered ! This can’t be refused.

RĂ©sultat de recherche d'images pour "uber"

PXCom 

PXCom interactive destination guides help you discover Lyon and even book your activities from your airplane seat and during your stay in Lyon aswell : Rooftops, museums, restaurants … you won’t miss anything from the city of lights !

RĂ©sultat de recherche d'images pour "tourist with phone"

Digital InFlight Advertising: An IVT-free zone

Digital InFlight Advertising: An IVT-free zone

In late 2015, the Association of National Advertisers (ANA) forecasted that marketers would waste as much as $7 billion globally in 2016, buying online advertisements that people do not see. Much of today’s digital advertisement fraud occurs because of IVT: Invalid Traffic, which is actually non-human traffic, that receives advertising impressions paid for by the advertiser, when in reality a human never actually sees the advertisement. Beyond the loss of impact for a campaign, ITV also undermines all its KPIs (Key Performance Indicators).

Moreover, according to ComScore’s latest survey, more than a half of digital ads in the world won’t be seen by their target. For example, IAB’s high impact formats such as Wallpapers or Rising Star are not always adapted to the end-user’s screen by the designers, generating thousands of non-viewable use cases.

With the rise of inflight digital advertising, such questions often raise in the discussions. Since inflight ad-serving solutions remain disconnected from the internet, the tools developed by companies such as ComScore or Integral AdScience become useless.

However, IVT and Non-viewable issues cannot be encountered when it comes to digital inflight advertising mostly because the supply chain is far more simple than for web & mobile, from the brand to the passenger. Such a topic is so innovative that only a fistful of players operates that market. For example, IMM International, the world leading media sales agency for inflight advertising has created a digital-dedicated subsidiary, IMD, in order to help brands and media agencies in making their first steps into digital inflight advertising. Jean-Marc CHEVASSUS, IMD’s managing director explains: “Unlike web & mobile campaigns, digital inflight advertising offers brands an unmatched impact due to the quality of the targeted audience and the exposure time. Thanks to our AirSAS ad-serving solution, we can guarantee visibility while avoiding all legacy related issues, such as ad-blocking, IVT, and format mismatch.”

Memosine dĂ©marre sur Bordeaux avec du “PXCom Inside” pour ses Wine tours et ses City breaks

Memosine dĂ©marre sur Bordeaux avec du “PXCom Inside” pour ses Wine tours et ses City breaks

Les fondateurs de la Compagnie Memosine proposent une nouvelle façon de vivre le Tourisme.
A travers des véhicules originaux, électriques en ville, cabriolets en vignobles, ils ont en effet imaginé une expérience innovante pour découvrir le monde qui nous entoure via des circuits audio-guidés multimédia et interactifs.

Ce sont les Ă©quipes d’ingĂ©nieurs de PXCom qui ont travaillĂ© Ă  leurs cĂŽtĂ©s pour intĂ©grer un systĂšme embarquĂ© derniĂšre gĂ©nĂ©ration qui livre, aux touristes, les secrets distillĂ©s tout au long des ballades proposĂ©es.

Memosine_interieur_CImaginez
, vous naviguez Ă  votre rythme au volant d’un vĂ©hicule ouvert et ĂȘtes guidĂ©s, restant libres de vos “tours et dĂ©tours”, sur circuits originaux en accĂ©dant, sur l’écran placĂ© sur le tableau de bord, Ă  des photos, textes et commentaires audio) vous accompagne tout au long des circuits choisis.

Nous sommes trĂšs fiers d’avoir Ă©tĂ© sĂ©lectionnĂ©s par Memosine pour l’équipement et le guidage multimĂ©dia de ses vĂ©hicules.
GrĂące Ă  notre PXPlorerÂź, premiĂšre suite logicielle permettant de construire et de gĂ©rer ses propres circuits, nos clients peuvent dĂ©sormais diffuser les contenus soit sur des tablettes Ă  bord, soit via un portail wifi embarquĂ© dans le vĂ©hicule lorsqu’il s’agit d’un car ou d’un bateau de croisiĂšre fluviale.

Le PXPlorerÂź propose en outre des fonctionnalitĂ©s de chat entre l’opĂ©rateur et les touristes, ou mĂȘme entre les vĂ©hicules, ainsi que la possibilitĂ© d’organiser, pour des groupes, des rallyes ou des quizz culturels.

Nous souhaitons tous nos vƓux de succùs à Memosine (www.memosine.com) !

Memosine dĂ©marre sur Bordeaux avec du “PXCom Inside” pour ses Wine tours et ses City breaks

Memosine to launch its Wine tours and City breaks in Bordeaux with PXCom Inside

Memosine’s founders offer a new way to discover local points of interest to inbound tourists. Thanks to dedicated vehicles, electric for downtown and convertible for the vineyards, equipped with new generation of “audio-guides”, they have created an innovative touristic experience.

PXCom’s engineers have worked with Memosine to integrate an embedded multimedia interactive system that provide vehicles’ passengers with all the relevant information, all along the tour.

Memsosines car interiorJust imagine
you are driving at your own pace an open-car, following genuine paths, and access on the onboard-tablet, to pictures, texts, videos, and audio comments.

PXCom is really proud to have been selected by Memosine to supply them with the heart of their equipment, the embedded software and the back-office management system.
PXplorerÂź: The ultimate toolbox for sightseeing tours
Thanks to our PXPlorerÂź, first ever comprehensive software solution that enables sightseeing-tours editing and managing, our customers can now stream the content either on embedded devices or on on-board wifi server (for coaches and river cruise ships).

PXplorerÂź also offers chat features, between operator and vehicles, but also within a fleet of vehicles, and the possibility to organize cultural quiz or interpretation rallies for groups.

We wish Memosine (www.memosine.com) all the best!

PXCom en Aviation Festival Londres 2016

PXCom en Aviation Festival Londres 2016

PXCom estarĂĄ presente en Aviation Festival, uno de los principales eventos mundiales que reĂșne a los lĂ­deres de la industria aeronĂĄutica. AllĂ­ se presenta la Ășltima tecnologĂ­a y servicios para las lĂ­neas aĂ©reas.

El evento se realizarå en Londres del 7 al 9 de setiembre. Los asistentes podrån encontrar a nuestro CEO, Cyril Jean en el stand #63. Ademås brindarå una keynote en la Aviation Festival Innovation Theatre el 8 de setiembre a las 11:10am dedicada a la monetización de los sistemas de entretenimiento a bordo (IFEC In-flight Entertainment & Connectivity).

Los temas a tratar son:

  • CreaciĂłn de un medio interactivo con guĂ­as turĂ­sticas y ofertas en el destino.
  • MonetizaciĂłn de IFEC gracias a contenidos
  • Los procesos rumbo al full Digital Inflight Advertising

¥Esperamos verles ahí! Si desea reservar una reunión, ingrese aquí here

PXCom en Aviation Festival Londres 2016

Meet us at Aviation Festival London 2016

The Aviation Festival is one of the leading events where the world’s aviation leaders meet and do business. The exhibition features the latest technology and services available to airlines. Its main focus is on the revenue and customer side of the airline business, and the technologies and strategies that airlines need to meet and delight their customers to achieve their revenue growth objectives.

PXCom is pleased to participate in the 13th Aviation Festival held in London from Sept 7th to 9th. Beyond our presence on booth #63, Cyril JEAN, PXCom’s CEO will hold a keynote at the Aviation Festival Innovation Theatre on Sept 8th at 11:10am dedicated to the monetization of your IFEC platforms.

The discussed themes are:

  • Create a media with Interactive Destination Guides & Deals
  • Monetize your IFC with destination-related services
  • The path to a full Digital Inflight Advertising

If you are involved in the airline business, this is the industry event you cannot afford to miss.

We are looking forward to meeting you! If you want to book a meeting click here

PXCom en Aviation Festival Londres 2016

Rendez-vous à l’Aviation Festival Londres 2016

L’Aviation Festival est l’un des Ă©vĂšnements majeurs de la rentrĂ©e, oĂč se rencontrent les dĂ©cideurs du secteur aĂ©rien. Vous dĂ©couvrirez les derniĂšres technologies et services destinĂ©es aux compagnies aĂ©riennes, avec un accent particulier portĂ© sur la gĂ©nĂ©ration de revenus, l’expĂ©rience passager, et les stratĂ©gies que doivent adopter les compagnies aĂ©riennes afin de satisfaire leur clientĂšle pour atteindre leurs objectifs de croissance.

Nous vous accueillons sur le stand #63 de cette 13Ăšme Ă©dition de l’Aviation Festival, qui se tiendra Ă  Londres du 7 au 9 septembre. A cette occasion, Cyril JEAN, animera Ă©galement une confĂ©rence Ă  l’Aviation Festival Innovation Theatre le 8 septembre Ă  11.10, qui aura pour thĂšme « La monĂ©tisation de votre plateforme de divertissement passagers ».

Les principaux sujets abordés seront :

  • Les guides touristiques interactifs gĂ©nĂ©rateurs de revenus
  • La monĂ©tisation de votre connectivitĂ© via l’intĂ©gration de services Ă  destination
  • Prendre le virage de la pub digitale sur votre IFE

Si vous ĂȘtes un dĂ©cideur du transport, l’Aviation Festival est un rendez-vous incontournable pour le dĂ©veloppement de votre activitĂ©.

N’hĂ©sitez pas Ă  nous contacter rapidement pour organiser un rendez-vous. A trĂšs vite !

The sun rises for medical tourism in 2017

The sun rises for medical tourism in 2017

When people think about tourism, they are likely to imagine a perfect balance between relax and pleasant activities for their bodies. In one word: wellness, and you will agree that well-being is necessarily related to health.

In these years when productivity comes first, working people is realizing that holidays season is when they really can focus on taking care of themselves.

Live more, live better

This global awareness has raised huge markets around wellness such as: healthy food, fitness chains, spas, yoga retreats, and so on.

In the main travel destinations, all of those business have taken an important place in the tourism economy, but what about the real specialist in health: doctors?

Health is wealth

Why healthcare centers are not in the list of places to visit?
It is because the concept of their services and facilities remain related to pain. In that case, a gym is also a place dedicated to physical pain. Aha! So, it is a matter of creating a stimulating atmosphere and promoting the recognition of the benefits. Both of them means HEALTH MARKETING.

If you run a medical service in a tourism destination, good news! The market is there and it is huge. According to a recent research, medical tourism represents USD 439 billion, and the annual grow rate is estimated to 25% for the next 10 years.

Not impressed enough? At least 3% of the world’s population will take a flight to other country for health-related travel.

Do not limit the medical tourism to illness treatments, take into account that preventive care is equally important so you can consider every tourist as a potential patient.

Paradise, please

According to the research, the top medical destinations for americans are: Canada, UK, Israel, Singapore and India. (1)

What if tourists receive an invitation for a full health check-up in a wonderful place? No matter the discomfort, there they will immediately feel better there, for sure!

There are 3 main criteria to work on in order to climb positions in the ranking, to which I would add the last one:

  • Destination environment
  • Medical Tourism Industry
  • Quality of Facilities and Services
  • Competitive prices

2017-medical-tourism-trends

Comparing the ranks of the most popular destinations and their position in the top medical tourism ranking we will see that marketing managers in those countries are sitting on a gold mine.

medical tourism Of course, it needs a consistent strategy that involves all players in the local ecosystem.

For example, we found very promising initiatives in Spain:

In all Spain: Spaincares
In Barcelona: Barcelona Medical Agency
In Mallorca: Mallorcare

Soon, tourist will consider the proximity of a medical service as an important criterion in the selection of their next vacation spot.

Travel and health are friends

Once your city has reunited the 4 previously mentioned criteria you will need to spread the word, so I wanted to finish this post with some inspiration.

Remember that a good offer is not enough, your advertising campaign must be creative. Let’s put in mind of tourists that taking care of their health in holidays is a good plan. Make your audience feel the benefits!

medical tourism advertising
“Don’t hide from summer”

medical tourism advertising

medical tourism advertising

Medical tourism advertising

Medical tourism advertising

Medical tourism advertising

Medical tourism advertising

Medical tourism advertising

Have a good season!

The sun rises for medical tourism in 2017

Se viene el boom del turismo médico

Cuando pensamos en turismo, solemos imaginar momentos de relax y actividades agradables para el cuerpo. En una palabra: bienestar. Y para estar bien la salud es lo primero.

En la era de la productividad, la gente activa se estå dando cuenta que es en vacaciones cuando pueden dedicarse plenamente al cuidado de sus cuerpos.

Vivir mejor para vivir mĂĄs

Se trata de una conciencia global que ha levantado grandes mercados en torno al bienestar: comida sana, cadenas de fitness, spas, sesiones de yoga, etc.

En los principales destinos, todos estos negocios han tomado un rol importante en la economía turística, pero, ¿dónde quedaron los expertos en salud: los médicos?

La salud es un tesoro

¿Por qué los centros de salud no estån en la lista de sitios a visitar en el verano?
Porque aĂșn estĂĄn relacionados con el dolor. En ese caso, un gimnasio tambiĂ©n es un lugar dedicado al dolor fĂ­sico.
¥Aja! Eso quiere decir que la clave estå en crear un ambiente agradable y promocionar los beneficios. Ambos forman parte del MARKETING DE LA SALUD.

Si usted gestiona un establecimiento de salud en un destino turĂ­stico, ÂĄhay buenas noticias! El mercado estĂĄ en boga y es enorme. SegĂșn un reciente estudio, el turismo mĂ©dico representa millones de dĂłlares, y el crecimiento anual estĂĄ calculado en 25% durante los prĂłximos 10 años.

Es mås, al menos 3% de toda la población mundial tomarå un vuelo internacional por un motivo relacionado a la salud.

Pero no limitemos el turismo médico al tratamiento de enfermedades, la medicina preventiva es igual de importante, por lo cual cada turista es un paciente potencial.

Rumbo al paraĂ­so

SegĂșn el mismo estudio, los principales destinos mĂ©dicos para el turista americano son: CanadĂĄ, Reino Unido, Israel, Singapur y la India.

¿Y qué tal si eligiesen Barcelona, Mallorca o Tenerife? Sea cual fuese su malestar, sin duda se sentirån mucho mejor.

Hay 3 grandes criterios para tomados en cuenta para subir posiciones en el ranking, a los cuales yo les agregarĂ­a un cuarto:

  • El entorno ofrecido por el destino
  • La organizaciĂłn del turismo mĂ©dico
  • La calidad de los servicios e instalaciones
  • Precios competitivos

2017-medical-tourism-trends

Si vemos la posición de los principales países receptores en el ranking de destinaciones de turismo médico, España debería estar en el tercer lugar, sin embargo estå en la posición 11. Mientras tanto, el Reino Unido, recibiendo la mitad de turistas se ha colocado en el segundo lugar.

medical tourism Por supuesto, crear una oferta de turismo médico requiere la organización de todos los actores del ecosistema local.

Por ejemplo España estå realizando esfuerzos notables:

En toda España: Spaincares
En Barcelona: Barcelona Medical Agency
En Mallorca: Mallorcare

Gracias a iniciativas como estas, poco a poco, la oferta de servicios de salud se estå convirtiendo en un criterio de peso a la hora de elegir un destino.

Salud y turismo van de la mano

Una vez reunidos los 4 criterios mencionados previamente hay que darse a conocer al mundo entero, por eso decidĂ­ terminar este post con algo de inspiraciĂłn.

Tener la mejor oferta no es suficiente, la creatividad puesta en la campaña de publicidad es clave. Al fin de cuentas, los beneficios serån siempre mayores.

medical tourism advertising
“Don’t hide from summer”

medical tourism advertising

 

medical tourism advertising

Medical tourism advertising

Medical tourism advertising

Medical tourism advertising

Medical tourism advertising

Medical tourism advertising

Have a good season!

The sun rises for medical tourism in 2017

Le soleil se lÚve pour le tourisme médical

Les individus associent gĂ©nĂ©ralement le tourisme avec l’Ă©quilibre parfait entre relaxation et activitĂ©s physiques agrĂ©ables. En un seul mot : Le bien-ĂȘtre. Et nous sommes d’accord, bien-ĂȘtre va souvent de paire avec bonne santĂ©.

En ces jours oĂč la productivitĂ© prime, les personnes rĂ©alisent que les vacances sont une opportunitĂ© de prendre soin de leurs corps.

Vivez plus, vivez mieux

Cela fait partie de la prise de conscience gĂ©nĂ©rale qui a donnĂ© naissance à de nouveaux marchĂ©s liĂ©s au bien-ĂȘtre tels que: Les restaurants bio, les chaĂźnes de salles de sport, les spas, les sĂ©ances yoga, et ainsi de suite.

Dans les principales destinations de voyage, ces activitĂ©s ont pris une place majeure dans l’Ă©conomie touristique… mais oĂč est la place des spĂ©cialistes de la santĂ© dans tous ça ?

La santĂ©, c’est la richesse

Pourquoi les établissements médicaux ne sont pas dans les listes de lieux à visiter ?
C’est parce que le concept mĂȘme de leurs services est liĂ© Ă  la douleur. Dans ce cas me direz-vous, une salle de sport est Ă©galement un endroit dĂ©diĂ© Ă  la douleur physique. Eh oui ! C’est donc une atmosphĂšre stimulante et la reconnaissance des avantages qui changent la donne. Les deux concepts sont rĂ©unis autour d’un mĂȘme terme: LE MARKETING DE LA SANTE.

Si vous dirigez un service médical dans une destination touristique, bonne nouvelle, le marché est là et il est immense ! Selon une recherche récente, le tourisme médical représente 439 milliards de USD, et le taux de croissance annuel est estimé à 25% pour les 10 prochaines années.

Pas encore conquis? Au moins 3% de la population mondiale prendra un vol vers un autre pays pour des raisons de santé.

Ne limitez pas le tourisme médical aux simples traitements contre les maladies. Il faut prendre en compte que la prévention est toute aussi importante et que chaque touriste est un patient potentiel.

Le paradis s’il vous plait

Selon la mĂȘme recherche, les destinations mĂ©dicales phares pour les touristes amĂ©ricains sont: Canada, Royaume-Uni, IsraĂ«l, Singapour et l’Inde. (1)

Et si vous donniez aux patients le choix entre Majorque, Tenerife, Barcelone ou bien Nice pour faire un bilan santĂ© ? Peut importe l’inconfort, ils se sentiront beaucoup mieux Ă  coup sĂ»r !

Il existe trois critĂšres, auxquels j’ajouterai un quatriĂšme, qui permettent d’amĂ©liorer son classement :

  • Environnement de la destination
  • Industrie du tourisme mĂ©dical
  • QualitĂ© des services et des infrastructures
  • CompĂ©titivitĂ© des prix

2017-medical-tourism-trends

En comparant les classements des destinations touristiques les plus populaires et leur position dans le classement des meilleures destinations mĂ©dicales, nous noterons que les responsables marketing des services de santĂ© de ces pays sont assis sur une mine d’or. Par exemple, la France, premiĂšre destination au monde, n’occupe que la position 7 dans le classement !

medical tourism Evidemment, cela demanderait une stratĂ©gie consistante qui impliquerait l’ensemble des acteurs des Ă©cosystĂšmes locaux.

Nous avons trouvé des initiatives espagnoles trÚs prometteuses:

Dans toute l’Espagne: Spaincares
A Barcelone : Barcelona Medical Agency
A Majorque : Mallorcare

Ne soyez pas surpris si un jour le touriste considÚre la proximité à un service médicale comme un critÚre de sélection important pour ses prochaines vacances.

Le voyage et la santé sont amis

Une fois que votre ville a rĂ©uni les 4 critĂšres mentionnĂ©s prĂ©cĂ©demment, vous aurez besoin de vous faire connaitre, je voulais ainsi terminer cet article en vous donnant un peu d’inspiration.

Rappelez-vous que la qualitĂ© seule ne suffit pas, votre campagne doit ĂȘtre crĂ©ative. Il s’agit de faire savoir au touriste qu’une visite chez un spĂ©cialiste, dans un cadre sympathique, pour leur faire beaucoup de bien. Mettez en avant les bĂ©nĂ©fices !

medical tourism advertising
“Ne vous cachez pas de l’Ă©tĂ©”

medical tourism advertising

 

medical tourism advertising

Medical tourism advertising

Medical tourism advertising

Medical tourism advertising

Medical tourism advertising

Medical tourism advertising

Bonne saison Ă  vous !

5 of the most powerful travel and tourism ads

5 of the most powerful travel and tourism ads

Promoting holidays and travel tourism is obviously easy: Put some pictures of the most beautiful beaches around the world together with summerish cocktails decorated with small umbrellas and voila!
This article presents the non-exhaustive list of brands that have played a different card through smart product placements, humor and Story-Telling. These campaigns have one thing in common: They went beyong usual codes related to travel and holidays.

5 – Oldie but goodie: Louis Vuitton “L’invitation au voyage”

4- Airbnb : “Love is Welcome Here”

During the Pride month, Airbnb has launched a powerful campaign regarding travel of LGBT couples and its specificities. His slogan could not be more poignant “We look forward to a world where all love is welcome”

3- British Airways “Seize the moment”

To create this campaign, British Airways worked with two bloggers that haven’t met before. Both editors have learned to know each other and have been challenged to plan a trip of 24 hours for each. Their adventures have been told on social networks and on their own blogs. British Airways relayed the underlying message of “Seizing the day” in an incredibly creative way.

2- WestJet and christmas miracles 

Who never wished of seeing the gift of his dreams magically appear? WestJet has made the wishes of some lucky passengers come true during the Christmas period. Enjoy and let the magic shine.

1 – And our big winner is : Airbnb “Don’t go there. Live there.”

The Cali Start-up pulled off a masterstroke with this advertising that we could all enjoy on our screens this summer. Rather than talk about the quality of its apartments, Airbnb emphasized what most travelers are looking for: discover a city by living like the locals.

Do you have favorite travel ads? Feel free to share them in the comments below!

5 of the most powerful travel and tourism ads

Top 5 des meilleures publicités de voyages

Promouvoir vacances et voyage serait a priori simple : Quelques photos de belles plages et de cocktails estivaux ornés de petits parapluies sur le bord et le tour est joué !
Cet article prĂ©sente la liste non exhaustive des marques qui ont jouĂ© une carte diffĂ©rente grĂące Ă  des placements de produits intelligents, Ă  l’humour et au Story-Telling. Ces campagnes publicitaires ont toutes un point en commun, celui d’avoir cassĂ© les codes habituels liĂ©s au voyage et aux vacances.

5 – Old but Gold : Louis Vuitton “L’invitation au voyage”

4- Airbnb : “Love is Welcome Here”

Pendant le mois de la Gay Pride, Airbnb a lancĂ© une puissante campagne concernant le voyage des couples LGBT et de ses spĂ©cificitĂ©s. Son slogan n’aurait pas pu ĂȘtre plus poignant “Nous attendons avec impatience un monde oĂč tout amour est le bienvenue”

3- British Airways “Seize the moment”

Pour crĂ©er cette campagne, British Airways a travaillĂ© avec deux blogueurs qui ne se connaissaient pas. Ces deux Ă©diteurs ont appris Ă  se connaitre et ont eu pour challenge de planifier un voyage de 24 heures pour l’autre. Leurs aventures respectives ont Ă©tĂ© racontĂ©es sur les rĂ©seaux sociaux et dans leur blogs. British Airways a relayĂ© le message sous-jacent de “Profiter du moment prĂ©sent” d’une maniĂšre incroyablement crĂ©ative.

2- WestJet et le miracle de Noel

Qui ne rĂȘverait pas de voir apparaĂźtre le cadeau de ses rĂȘves comme par magie ? WestJet l’a fait pour quelques chanceux pendant la pĂ©riode de Noel. On vous laisse apprĂ©cier.

1 – Et notre grand gagnant : Airbnb “Ne visitez pas. Vivez lĂ  bas.”

La Start-up Californienne a rĂ©ussi un coup de maĂźtre avec cette publicitĂ© que nous avons pu apprĂ©cier sur nos petits Ă©crans cet Ă©tĂ©. PlutĂŽt que de parler de la qualitĂ© de ses appartements proposĂ©s partout dans le monde, Airbnb met l’accent sur ce que recherchent avant tout les voyageurs qui utilisent ses services : dĂ©couvrir un pays ou une ville en vivant comme les locaux.

Vous avez des publicitĂ©s de voyages favorites ? N’hĂ©sitez pas Ă  les partager en commentaire ci-dessous !

La guĂ­a interactiva de PXCom ya estĂĄ disponible en Eurowings

La guĂ­a interactiva de PXCom ya estĂĄ disponible en Eurowings

La tecnologĂ­a de PXCom ya se encuentra en todos los vuelos europeos de la flota de Eurowings, parte del grupo Lufthansa.

El lunes 1 de agosto, los pasajeros de Colonia (Köln) despegaron en el vuelo 4U584 rumbo a Palma de Mallorca, y al igual que los viajeros a bordo de otros 70 aviones de Eurowings, accedieron a contenidos multimedia en sus propios dispositivos móviles.

El mayor tråfico de pasajeros de la línea aérea, principalmente turistas alemanes, se dirigen a los principales destinos turísticos españoles, como Barcelona, Tenerife, Fuerteventura, Gran Canaria, Mallorca, Ibiza y Menorca.

Contenidos y publicidad digital en los aviones sin necesidad de conexiĂłn

Do and See in Berlin interactive guide eurowingsEste vuelo fue muy especial para nosotros, ya que fue el primero en difundir nuestra guía interactiva. Así, millones de pasajeros tendrån en sus manos la información mås actualizada y dinåmica existente dentro de un avión. Los turistas descubrirån los puntos de interés y actividades esperando por ellos en su destino.

La información estå organizada en diferentes secciones: See&Do, Restaurantes, Shopping, Playas, y otras mås basados en contenidos de ArrivalGuides, el mås grande editor de guías digitales del mundo.

Nuestros primeros auspiciadores también empiezan a promocionarse de manera innovadora a través de sus PXPage (påginas multimedia). Las funciones incluyen: un botón call-to-action, la emisión de cupones y pre-reservación de actividades dentro del avión.

Para mĂĄs informaciĂłn: ContĂĄctenos
Les guides interactifs de PXCom disponibles sur Eurowings

Les guides interactifs de PXCom disponibles sur Eurowings

Lundi 1er août, les passagers du vol 4U584 ont décollé de Cologne (Allemagne) en direction de Palma de Majorque.
A l’instar des passagers des 70 autres avions moyen-courrier d’Eurowings, ils bĂ©nĂ©ficient dĂ©sormais d’un systĂšme de divertissement accessible depuis leur tablette ou leur smartphone.

Ecran a voir a faire guide interactif BerlinAu-delĂ  des films, musique et jeux

Comme pour tout divertissement à bord, l’offre comprend un bouquet de films, de musiques, de jeux


NĂ©anmoins, cette flotte est trĂšs particuliĂšre pour PXCom, puisqu’elle marque le dĂ©but d’une longue liste de compagnies aĂ©riennes qui sont en train de s’équiper des guides touristiques interactifs produits par nos Ă©quipes.

Tous ces passagers peuvent dĂ©sormais consulter et sĂ©lectionner pendant leur vol les activitĂ©s et points d’intĂ©rĂȘts qui feront de leur sĂ©jour Ă  destination un moment inoubliable. Plusieurs sections leurs sont ainsi proposĂ©es : A voir/Ă  faire, se restaurer, sortir, faire du shopping


Le contenu vient de notre partenaire ArrivalGuides, leader mondial dans la production de guides touristiques digitaux.

Les acteurs du tourisme pour leur part, ne sont pas en reste ! De nombreux partenaires, localisĂ©s dans les diffĂ©rentes villes EuropĂ©ennes desservies par Eurowings, ont trĂšs vite saisi l’opportunitĂ© de promouvoir leur activitĂ© sur nos guides.
Ils bénéficient en outre de fonctionnalités marketing innovantes comme le call to action, autrement dit, la possibilité offerte aux passagers de charger instantanément un coupon de réduction ou de faire une pré-réservation pendant leur vol, qui sera confirmée une fois arrivés à destination.

 

Pour plus d’information : Contactez-nous
La guĂ­a interactiva de PXCom ya estĂĄ disponible en Eurowings

PXCom’s Interactive destination guides available on Eurowings

On Monday, August 1st, passengers from Cologne (Köln) took off on flight 4U584, heading to Palma de Mallorca.
Like the 70 other Eurowings’ aircraft passengers, on board, they could benefit from a new Inflight Entertainment (IFE) system they can access to, on their own device.

Beyond movies, music, games…

Do and See in Berlin interactive guide eurowingsAs every classic IFE, the passengers can enjoy movies, music, game


But something was really different about this flight, and made it very special for us, since this fleet is the first in a longue list to fly with PXCom exclusive interactive destination guides. Passengers can now discover the activities and points of interest that will enlighten their journey at destination, through several sections: do & see, dining, shopping, beach life


The content has been provided by ArrivalGuides, the world’s largest distributor of digital destination content.

Tourism players from different cities operated by the airline throughout Europe have already jumped on the opportunity to promote their activity directly throughout the guides, with call to action features such as couponing or activity pre-booking in the flight and once on the ground.

 

For any further information: Contact us
Cómo el turismo puede aprovechar la fiebre Pokémon Go

Cómo el turismo puede aprovechar la fiebre Pokémon Go

A menos que hayas estado totalmente desconectado estos Ășltimos dĂ­as, debes haberte sorprendido con el fenĂłmeno de PokĂ©mon Go. Con mĂĄs de 20 millones de descargas en solo 2 semanas, hemos visto la euforia desatada por los POcKEt MONsters 20 años despuĂ©s de su apariciĂłn. Es la primera vez que un videojuego en lĂ­nea pone a tanta gente a recorrer las calles del mundo real.

En vez de ser un espectador, como actor del turismo puedes beneficiar a tu negocio con esta fiebre mundial. Bienvenidos a la gamification del turismo.

Este es un ejemplo de cómo uno de nuestros partners comunica con sus seguidores. De la misma manera puede hacerlo en su espacio en nuestras guías interactivas los vuelos internacionales:

Revisa si tienes una Pokeparada

La manera mås simple es instalar y conectarse al juego con una cuenta de Google. Lanza el juego y verås si tienes cerca una Pokeparada (lugares donde los jugadores pueden obtener ítems) o Gimnasios (donde se realizan las batallas).

Tourism and pokemon GOSĂ­ la tienes

Si tu negocio se encuentra cerca de uno de estos puntos estratégicos, lo primero es: ¥hacerlo saber!
Actualiza todo tu contenido en las redes sociales, coloca un cartel en tu entrada
 que todos sepan que allí tienes pokémones.
También puedes crear ofertas especiales para jugadores de Pokemon GO y difundirlo en todos tus canales de comunicación. La idea es dar una experiencia especial a tus visitantes.

No olvides preparar a todo tu staff para que estén atentos a su llegada, puedan ayudarles con consejos y sobretodo ofrezcan tus productos.

Si lo que deseas es crear engagement en redes sociales, organiza concursos o competencias en base a un hashtag invitando a que la gente comparta fotos de los pokémones en tu establecimiento. Procura compartir las mejores.

Para atraer mĂĄs trĂĄfico de transeĂșntes puedes invertir algo de dinero, como el restaurante de pizzas L’inizio en Nueva York, compando algunos inciensos. Son Ă­tems que se colocan en las PokĂ©paradas para atraer mĂĄs criaturas, y por consecuencia mĂĄs jugadores. El dueño solo gastó $10 en la tienda del juego (equivalente a  20 horas). El resultado: un aumento de 75% de sus ventas. Nada mal.

Finalmente, estemos atentos a Niantic’s (el editor del juego), su CEO dijo a The New York Times que los comerciantes tendrán la posibilidad de patrocinar lugares y colocar publicidad dentro del juego.

No la tienes

Pkemon GO for tourismRellena un formulario en este enlace. Mientras tanto, localiza los puntos mås cercanos, prepara a tu staff y a tu community manager.

Nadie sabe cuánto va a durar esta fiebre, por eso lo ideal es lanzarse lo más pronto y siempre experimentar nuevas maneras de atraer tráfico. Toma en cuenta que los jugadores pasan 33 minutos en Pokemon GO versus 22 minutos en Facebook y 18 en Snapchat

La moraleja de todo esto es que como profesionales del turismo debemos estar atentos y reactivos a todas las oportunidades que brindan las nuevas tendencias digitales.

ÂĄQue tengas una excelente temporada!

Cómo el turismo puede aprovechar la fiebre Pokémon Go

Vous voulez plus de touristes chez vous ? Attrapez-les tous avec Pokemon GO !

A moins d’avoir complĂštement dĂ©connectĂ© ces derniĂšres semaines, vous ne pouvez pas avoir ratĂ© la dĂ©ferlante Pokemon. Avec plus de 20 millions de tĂ©lĂ©chargements en deux semaines, on assiste Ă  un formidable regain d’intĂ©rĂȘt pour ces petits POcKEt MONsters, ravivant 20 ans d’engouement trans-gĂ©nĂ©rationnel, et propulsant dans la rue des joueurs suspendus Ă  leur smartphone pour essayer de capturer ces monstres virtuels dans une rĂ©alitĂ© augmentĂ©e.

PlutĂŽt que de constater simplement le phĂ©nomĂšne, en tant qu’acteur du tourisme vous pouvez aisĂ©ment bĂ©nĂ©ficier de la fiĂšvre ambiante, moyennant un budget ultra raisonnable. Elaborez vite une stratĂ©gie de « gamification » autour de votre Ă©tablissement !

Commencez par vĂ©rifier comment vous ĂȘtes impactĂ©

Le meilleur moyen est de tĂ©lĂ©charger vous aussi l’application, et de vous y connecter via un compte Google. Lancez le jeu et vous dĂ©couvrirez rapidement les Pokestops (endroits oĂč les joueurs peuvent collecter des objets utiles Ă  leur quĂȘte) et les gyms (arĂšnes virtuelles oĂč se dĂ©roulent des batailles entre joueurs), qui pourraient ĂȘtre autour de vous.

pokemon 2 stratégie marketing tourismeVous avez de la chance ?

Si votre Ă©tablissement est directement concernĂ© ou Ă  proximitĂ© d’un de ces points d’intĂ©rĂȘt virtuels, faites-le savoir immĂ©diatement ! Secouez votre Community Manager afin d’en informer vos rĂ©seaux sociaux, mettez Ă  jour votre communication dans les avions, affichez-le sur la porte de votre Ă©tablissement, etc. Vous devez impĂ©rativement faire savoir auprĂšs de la communautĂ© des joueurs que vous ĂȘtes un hot-spot !
Vous pouvez Ă©galement aller plus loin, crĂ©er des offres spĂ©ciales pour les joueurs et bien entendu communiquer sur le sujet. L’objectif est ainsi d’utiliser le jeu pour crĂ©er une expĂ©rience positive auprĂšs de ces clients potentiels.

N’oubliez pas d’impliquer et surtout de former votre personnel, leur permettant ainsi de rĂ©pondre aux questions de vos nouveaux clients, voire mĂȘme de leur fournir des trucs et astuces.

Si vous souhaitez crĂ©er de l’engagement sur les rĂ©seaux sociaux autour de votre activitĂ©, organisez des “concours” ayant pour point commun votre hashtag, dans lesquels les joueurs partagent sur les rĂ©seaux les images des Pokemon capturĂ©s dans votre environnement, sans oublier, bien sĂ»r, d’ĂȘtre rĂ©actif Ă  votre tour et de les viraliser.

Un autre moyen d’augmenter l’affluence dans votre Ă©tablissement est de dĂ©penser une poignĂ©e de dollars, Ă  l’instar de la pizzeria L’inizio Ă  New-York, et d’acheter des lures sur l’application. Ce sont des leurres, qui sont ajoutĂ©s aux Pokestops qui vous concernent directement, ayant pour effet d’attirer ces crĂ©atures virtuelles, et par consĂ©quent d’attirer les joueurs/consommateurs bien rĂ©els. Le propriĂ©taire de L’inizio a juste dĂ©pensĂ© 10 dollars dans la section « shop » de l’application (ce qui correspond Ă  20 heures de prĂ©sence d’un leurre), et aurait vu la frĂ©quentation de son Ă©tablissement grimper de 75% durant cette pĂ©riode !

Un dernier conseil, gardez un Ɠil sur les communications de la sociĂ©tĂ© Niantic (Ă©diteur du jeu). En effet, leur directeur gĂ©nĂ©ral a confiĂ© au New York Times que les Ă©tablissements privĂ©s allaient prochainement pouvoir bĂ©nĂ©ficier d’une nouvelle opportunitĂ© : la publicitĂ© intĂ©grĂ©e dans le jeu, permettant ainsi de sponsoriser certains lieux stratĂ©giques


Pokemon GO for tourismMoins chanceux ?

S’il n’y a pas de Pokestop ni de gyms dans les parages, pas de soucis, Niantic a tout prĂ©vu !
Connectez-vous sur https://support.pokemongo.nianticlabs.com/hc/en-us/requests/new et remplissez le formulaire pour devenir vous-mĂȘme un Pokestop. Soyez sĂ»r que Niantic ne passera pas Ă  cĂŽtĂ© de l’opportunitĂ© d’intensifier son maillage et par lĂ  mĂȘme d’augmenter
ses revenus indirects.

En attendant la rĂ©ponse, commencez Ă  cartographier les alentours, formez votre personnel et crĂ©ez de l’engagement sur les rĂ©seaux sociaux en indiquant que chez vous, les joueurs pourront trouver des renseignements utiles pour leur quĂȘte.

Personne ne sait vraiment combien de temps va durer l’engouement, mais il est Ă©vident qu’il gĂ©nĂšre de nouvelles opportunitĂ©s marketing pour les acteurs du tourisme que vous ĂȘtes. Pour l’heure, gardez bien en tĂȘte qu’un joueur passe prĂšs de 33 minutes par jour sur le jeu, contre
22 minutes pour Facebook et 18 sur Snapchat.

Dans tous les cas, la principale leçon Ă  tirer est que les Ă©quipes marketing se doivent d’ĂȘtre en permanence sur le qui-vive, prĂȘtes Ă  saisir ces nouvelles occasions qui n’auront de cesse de se multiplier, afin d’en tirer des bĂ©nĂ©fices en temps rĂ©el.

Nous vous souhaitons une belle saison touristique.

Cómo el turismo puede aprovechar la fiebre Pokémon Go

Want more tourists? Catch ’em all with Pokemon GO!

Unless you’ve been fully disconnected during those last week, you cannot have missed the recent Pokemon phenomenon. With more than 20 million downloads in two weeks, we witness a real craze for these little POcKEt MONsters, reactivating 20 years of love, sending phone-clutching players into the streets to catch virtual monsters in the real world.

Beyond mere witnessing, as a tourism stakeholder you can easily benefit from this fever with very low budget. Build a small game-ification strategy for your property.

Check if you are a hotspot

The easiest way is to download the app and connect from a Google account. Launch the game and you will quickly discover the nearby Pokestops (places where players can get some useful items) and the gyms (places where virtual battles take place)

Tourism and pokemon GOLucky

Should your property be located close to one of these virtual points of interest, first of all, communicate on it! Shake your community manager for your social presence, update your content on the inflight entertainment systems, display it on your front door
you do need to let players know that you’re a hot spot.
You can also create some special offers for Pokemon GO players and include them in your communication. This will create a positive experience for this potential guests.

Do not forget to educate your staff, enabling them to be able to answer to your new guests, and also provide them with some hints and tips.

Should you want to create social engagement, organize a contest relying on your hashtag when sharing out pictures of Pokemon caught in your vicinity, and be prepared to re-share the best pictures.

If you want to boost nearby foot traffic you can spend a fistful of dollars, just like pizza restaurant in NYC L’inizio, and buy some lures. They are items that are added to Pokestops in order to attract the pixelated creatures, and thus the swarms of players. The property owner just spent $10 in the “shop” section of the app (corresponding to 20 hours), and saw a 75%-increase of his turn over during the operation!

Finally, keep an eye on Niantic’s (the game editor) statements, since their CEO recently hinted in The New York Times that retailers will soon be able enjoy another perk: in-game advertising, allowing them to sponsor some locations.

Pkemon GO for tourismUnlucky

You need to fill a dedicated form here. It is free, but be sure that Niantic will not miss new opportunities to increase their meshing, and by the way
their indirect incomes

Meantime, you can prepare some maps of the surroundings, educate your staff, and generate some social engagement for who comes to your property.

Nobody knows how long this fever will last, but for sure it generates new marketing opportunities for the tourism players. For the moment, keep in mind that for the moment players spend a daily average of 33 minutes on Pokemon GO versus only 22 minutes on Facebook and 18 on Snapchat


The take-away of this phenomenon, is that marketing teams have to be really aware of such upcoming events, agile and reactive in order to take benefit in real-time of such opportunities.

We wish you a good tourists season!

Marketing Digital, el héroe del turismo ante las crisis

Marketing Digital, el héroe del turismo ante las crisis

Brexit, atentados, recesión, subida del petróleo, huelgas 
 Las empresas turísticas con todo su encanto suele ser amenazado por factores externos. Sin embargo, el marketing digital sí está a su alcance y le ofrece la mejor manera no solo de protegerse sino de convertir el riesgo en una oportunidad.

El efecto de las crisis econĂłmicas en los paĂ­ses emisores se ve minimizado por un hecho contundente: los turistas siempre buscarĂĄn alternativas mĂĄs econĂłmicas para llegar a su destino. Internet se las da.

El sector hotelero en plena transformaciĂłn digital

Por por Airbnb ni tenemos que preocuparnos. Ellos lograron crear un modelo de negocio que les genera ingresos sin crisis y con crisis aĂșn mĂĄs.

Son mĂĄs bien los grandes hoteles quienes de a pocos y con paso firme estĂĄn apuntando a reforzar sus ingresos a travĂ©s del e-commerce, como MeiĂ  que prevĂ© invertir 100 millones de euros en su transformaciĂłn digital, mejorando sus canales de venta online y en el desarrollo de ‘apps’ (1). Que los rentabilizarĂĄ, seguro que sĂ­.

Con herramientas de monitoreo de las redes sociales y una pasarela de venta online conectada con plataformas de reservas, una buena dupla entre el responsable de reservas y el de marketing digital, pueden jugar con ofertas de precios y lanzar campañas de webmarketing segmentadas que atraigan viajeros indecisos o desconcertados.

El móvil,  la guía de viajes de bolsillo

Mientras tanto en casa, Mark y Julia han decidido pasar sus vacaciones en Mallorca. Queriendo evitar el riesgo de hacer desembolsos por adelantado y para tener la garantĂ­a de obtener el mejor precio, se contenta con tener en mano el billete de aviĂłn y la reserva de su alojamiento. Con los pies en su destino y teniendo dĂłnde dormir, ya tiene asegurada la tan deseada evasiĂłn.
El resto, prefiere decidirlo in situ.
Los millenials lo llaman: “Tener el control de mi experiencia”.

Los smartphones han convertido a los nuevos consumidores en adoradores de la inmediatez, por eso mås de 66% de actividades sean elegidas durante y después del vuelo. (2)

El medio de transporte conectado

El despegue del aviĂłn marca el inicio de la experiencia en el destino, fĂ­sicamente Mark and Julia aĂșn no estĂĄn ahĂ­, pero sus mentes ya estĂĄn totalmente puestas en las calles y playas de Mallorca. Es ahĂ­ que la publicidad a bordo tiene todo su potencial a favor de las marcas y servicios que deseen estar en las primeras opciones de compra.

Actualmente 86% de pasajeros consulta atentamente las revistas colocadas frente a sus asientos. Fåcilmente podemos asumir que esta cifra se volcarå a medios digitales a bordo.  (3)

El destino se vuelve inteligente

Hasta hace poco calificĂĄbamos a una ciudad por sus monumentos y su gente, pero Ășltimamente constatĂ© que como turistas tambiĂ©n valoramos mucho la experiencia en cuanto a servicios digitales. Es una capa invisible pero que aporta 3 grandes beneficios: ganar tiempo, descubrir opciones y ahorrar dinero.

Es así que vi a un grupo de jóvenes en una esquina en Barcelona, en vez de preguntar a los pasantes,  buscar en sus móviles las mejores tapas que puedan pagar con su presupuesto. La tendencia ya supera el 50% de consumidores y va en aumento. (4)

La inteligencia va ligada a la memoria, es entonces cuando entra en juego el retargeting y el big data. Para cuando el turista vuelva a casa, se habrå recolectado suficientes datos como para acompañarle en sus próximas vacaciones.

¿Estå su estrategia digital lista para una crisis?

Para ser prĂĄcticos, pongĂĄmoslo como una checklist:

☑ Sitio web optimizado para mĂłviles.
☑ 
Estrategia online antes, durante y después del viaje.
☑ 
Un equipo de marketing que monitoree las tendencias de los mercados emisores.
☑ 
Un porcentaje de tu presupuesto dedicado a nuevos medios.

AnĂ©cdota, durante el boom de trĂĄfico de turistas a Canarias, fui a reunirme con el jefe de marketing de una importante empresa de alquiler de autos. Muy liado me contĂł que se habĂ­a visto obligado a poner en pausa sus campañas de publicidad online porque ya no se daban abasto debido al overbooking por internet. Eso es lo que se llama un problema positivo y realmente es el Ășnico problema que te deseo. Por favor, no lo tomes a mal.


Fuentes:

(1) http://www.expansion.com/economia-digital/companias/2016/02/25/56cf39fd268e3e94028b462d.html
(2) Fuente:  SITA IT Trends 2016
(3) Fuente: Ink-Global 2016
(4) http://www.emarketer.com/Article/Smartphones-Lead-Diners-Restaurants/1014013

54% des passagers auront accÚs au multimédia sur leur tablette en 2018 durant leur vol

54% des passagers auront accÚs au multimédia sur leur tablette en 2018 durant leur vol

SITA vient de publier sa derniĂšre enquĂȘte « Airline IT 2015 ». Cette Ă©tude reflĂšte la vision de plus de la moitiĂ© des 100 premiĂšres compagnies aĂ©riennes mondiales sur les orientations stratĂ©giques en termes de NTIC.

Parmi les rĂ©sultats collectĂ©s, on relĂšve que l’ensemble des interrogĂ©s poursuivent leur effort d’investissement dans le Wifi cabine, confirmant la digitalisation massive du divertissement passager amorcĂ©e rĂ©cemment.

En ce qui concerne les opportunitĂ©s donnĂ©es aux passagers de rĂ©server leurs activitĂ©s Ă  destination durant le vol, celles-ci voient un bond de 6% aujourd’hui Ă  44% d’ici la fin 2018. Cet accroissement sera notamment facilitĂ© par l’adoption massive d’un accĂšs internet Ă  bord (66%), associĂ© Ă  la gĂ©nĂ©ralisation de l’accĂšs au contenu multimĂ©dia depuis sa tablette ou son smartphone durant le vol (54%).

Le rapport complet est disponible sur : http://www.sita.aero/resources/type/surveys-reports/airline-it-trends-survey-2015

54% des passagers auront accÚs au multimédia sur leur tablette en 2018 durant leur vol

54% of inflight multimedia on passengers’ device by end of 2018

Last SITA’s 2015 Airline IT Survey is out. The survey represents the views and insights of over half of the top 100 carriers, providing a clear insight into IT strategic thinking and developments for the industry.

Among the results collected, one can notice that airlines still plan to offer more wireless choice in-flight, confirming the current trend for Inflight Digital Media.

Opportunities given to the passengers to book destination services, such as onward travel from the airport, are also set to increase rapidly from 6% currently to 44% in 2018. This will be enabled both by a raise of inflight internet equipment (66%) and inflight multimedia access on passengers device (54%).

Download full report on:http://www.sita.aero/resources/type/surveys-reports/airline-it-trends-survey-2015

Marketing Digital, el héroe del turismo ante las crisis

Digital marketing, the hero in tourism crisis

Brexit, recession, oil prices, strikes, 
 Tourism companies, despite of all their charm, are often threatened by external factors, completely out of their control. Fortunately, they have digital marketing on hand, not only for protecting their business, but also for converting risks into opportunities.

The collateral effect of most economic crisis in tourist source countries would be minimized by a conclusive fact: tourists will always seek cheaper alternatives to arrive to their destination. Internet is there to provide them with it!

Accommodations sector in the midst of digital transformation

Let’s exclude Airbnb, they have set up a business model able to generate even more revenue in crisis periods. Ho-ho-ho!
Now, hotel chains are rather (it’s never too late) aiming at increasing their turnover through e-commerce. For example, MeliĂ  plans to invest 100 million euros in digital transformation by improving their online sales channels and developing ‘apps’ (1). Will they get ROI? Absolutely!
Do all property owners have 100 million euros to invest? Absolutely not!

With social network monitoring and their e-commerce gateway plugged to the main online booking platforms, a good marketing-booking management duo can play with price offers and launch webmarketing campaigns targeted on undecided and disconcerted vacationists in many source countries.

Mobile phone, a personal tourist guide in the pocket

In the meantime, Mark and Julia have decided to spend their holidays in Mallorca. Wanting to avoid the risk of committing money in advance and have the guarantee of getting the lowest prices, this young couple is content to have only the flight ticket and the room booking in their hands. With this, their so dreamed trip is at least ensured.
For the rest, they prefer to choose and pay for it in situ.
Millenials call this: “I take control of MY experience”.

Indeed, smartphones have turned consumers into immediacy worshipers. As a matter of fact, more than 66% of activities are chosen during and after the flight. (2)

Welcome to the connected transportation

The plane takeoff marks the beginning of the destination experience. Ok, physically Mark and Julia are not there yet, but their minds are totally set on the mallorcan streets and beaches. It is exactly at this moment where inflight ads reach all their potential in favor of the brands determined to get to the top of mind choices.

Currently, 86% of passengers look for tourism advertising in inflight magazines (3), we can easily assume that this number will switch to inflight digital media.

Destinations become smart

Until recently, we valued a city according to its monuments and the hospitality of its people. Lately I realised that as tourists we also value the experience in a city through its digital facilities. It is an invisible layer but it definitively provide 3 main benefits to visitors: gain of time, opportunity discovering and money saving.

By these means, I saw a bunch of germans in downtown Barcelona, instead of asking to passersby, started seeking on their smartphones the best tapas their budget could pay that night.
The trend has far exceeded 50% and continue growing. (4)

Intelligence is linked to memory, that is why big data analytics and retargeting advertising are making so much noise nowadays.

When tourists will be back home, there will be sufficient data on their preferences to allow marketing specialists to be there when they plan the next trip.

Is your marketing strategy ready for tourism crisis?

Hum
 To be pragmatic, let’s put it as a checklist:

  • A website and e-commerce store optimised for mobile
  • Online marketing strategy before, during and after flight
  • A marketing team monitoring trends in the tourist source markets
  • A share (at least 20%) of your marketing budget allocated to new digital media

Anecdote

During the peak season in Canary Islands, I had a meeting with a marketing manager of an important car rental company there. Desperate, he told me that he was running out of cars and was forced to pause all their marketing campaigns due to the online overbooking.

This is a positive problem, and really, it is the only problem I wish you. Please don’t get me wrong.

Do you have you some other examples on how digital marketing can save tourism companies from panic?

Please share them with us.


Sources
(1) http://www.expansion.com/economia-digital/companias/2016/02/25/56cf39fd268e3e94028b462d.html
(2) SITA IT Trends 2016
(3) Ink-Global 2016
(4) http://www.emarketer.com/Article/Smartphones-Lead-Diners-Restaurants/1014013

Tourist offices face the challenge of digitalisation

Tourist offices face the challenge of digitalisation

Towns and regions keep on maintaining tourism offices and other welcoming desks for tourists, some of these structures managed to adapt to the digital transformation in order to reach new targets.

The original idea was to provide visitors with useful information so that they can find the activities they might like, and, eventually come back or recommend the destination.
Today, their missions include:

  • Welcome and information for tourists
  • The tourism promotion of the municipality or group of municipalities
  • The coordination of interventions of the various partners of local tourism development.

Over the past two decades, tourism offices have become true marketing agencies of the destination, locally, but also far beyond. We even witnessed the birth of architectural masterpieces. Nice to look at, they certainly catch the eye of the visitor, however an attractive facade alone will not attract more tourists to the city. Moreover, an average of only 10% of travelers visit the tourist office of a destination(1).

In this case, how can they achieve this goal toward the remaining 90%?

At the same time, we have witnessed the birth of the Internet, Wi-Fi and smartphones. Thanks to them, the visitor has in his own hands more information than ever: digital tourist guides (click here for more information), travel sections in magazines, online travel magazines that incorporate the “must do” of cities and dozens (even hundreds) of travel blogs and applications for each city.

The physical assistance can even be replaced by the voice command of the traveler’s smartphone. Actually, try to ask to Siri the opening hours of the Picasso Museum in Barcelona or the price of the entrance of the Guggenheim Museum. It quickly and effectively finds answers to all your questions. If you want to search a complete list of the “must do” or themed circuits, try magazines & online guides or blogs & specialized applications. You can even find famous people recommendations and some good local advices to help you avoid common tourist traps.

The digital is thus a challenge that tourist offices are facing. Two choices are open to them in this case: to adapt, or ideally, to innovate.

Why do we go to tourist Offices?

Tourist offices are often strategically located where most tourists go. And the idea of taking some brochures and receive information, enjoy a refreshing time in an air conditioned room seduce. In addition, for some tourists, physical and human assistance cannot be replaced by technological assistance. This is where the ultimate asset of the tourist offices is.

That said, the lack of centralized welcome space does not necessarily rime with lack of services to tourists. Firstly, because as explained above, downloadable travel guides, online shopping platforms and specialized websites offer the same service, and secondly, the removal of a tourist office may encourage travelers to interact with the locals. If a coffee shop with wireless connection, air conditioning and toilets (for consumers) completed the tourist office, a specific part of tourists would eventually prefer to navigate on their smartphones and tablets while sipping a cappuccino.

Sure, not everyone owns a smartphone, this part is however getting fewer and fewer. These “analogic” visitors, which are not tech-savvy, prepare their trip thanks to paper guides. They are mostly part of the 10% of visitors that enter tourist offices. The purpose of tourism offices with this target is to gain their loyalty. The broadcast of basic information is facilitated by digital tools today; this share will tend to fall logically. The challenge is mainly to attract and retain the “mobile users” by embracing the digital wave.

Let’s focus on the 90%

The question is: “How to help the 90% tourists that do not enter the office? “

To adapt to an ever increasing competition, tourist offices rely on a better ranking on search engines, better targeting of their customers by communicating upstream of their stay (before and during the flight rather than just during the stay), and work better the online reputation of its members through appropriate advices. All this is now immediately available to tourism professionals via more attractive, more efficient, and probably more profitable service packs.

As an example, tourist offices like those of Bahrain and Madrid are doing their promotion encompassing some of their members directly towards travelers during their flight through the various platforms of digital inflight entertainment of the airlines operating the destination.

Another idea: The opening of a special lounge for visitors. If you’ve walked in a town for hours, wouldn’t you enjoy a space similar to an airport VIP Lounge, where you could rest, refresh yourself and have access to a good internet connection? No need to return to your hotel room to rest!
Better to provide comfortable chairs so visitors can recharge their batteries and rest their feet before leaving for another sightseeing and shopping tour.

I translate my idea: a resting lounge would encourage some visitors to rest so they continue to walk around the city, visit attractions and shops, and of course, consume.

Just like Maribor in Slovenia(2), some cities have already dealt with the digital transformation and have simply closed their tourist offices. Maribor performed a segmentation of its visitors into two groups; the “mobile users” and “none mobile users”.

The first group is digitally literate and alerts. The second is away from it all and is very attached to the relational and to tangible materials. For the “non-mobile users”, “tourist relays” were created in partnership with many shop owners. Primarily with bars, hotels and restaurants that are friendly meeting places. But also bakeries, gas stations and many other types of businesses visited by tourists.

Concerning the “mobile users” group that constitute the bulk of the tourist population, a Wi-Fi network in the city consisting of “tourist relays” has been developed. A mobile user on vacation does not have access to his 3G network, Wi-Fi hotspots are therefore offered to him with shop owners as partners. The “mobile user” can also download a digital guide that allows him, thanks to the numerous QR codes it contains, to reach through his phone, many digital assets and download them to accompany his discoveries.


Sources :
(1) http://www.etourisme.info/o-fils-tourisme-vois-tu-rien-venir/
(2) http://www.etourisme.info/loffice-cest-fini/

Tourist offices face the challenge of digitalisation

Les offices de tourisme face au challenge de la digitalisation

Les villes et les rĂ©gions continuent de maintenir les offices de tourisme et autres centres d’accueil pour touristes, et certaines de ces structures ont su Ă©voluer et s’adapter Ă  la transformation digitale dans le but d’attirer des cibles diffĂ©rentes.
L’idĂ©e originelle des offices de tourisme Ă©tait de fournir aux visiteurs des informations utiles afin qu’ils puissent trouver les activitĂ©s qui leur conviennent et, Ă©ventuellement, revenir ou recommander la destination.

Aujourd’hui, leurs missions comprennent :

  • L’accueil et l’information des touristes ;
  • La promotion touristique de la commune ou du groupement de communes
  • La coordination des interventions des divers partenaires du dĂ©veloppement touristique local.

Au cours des deux derniĂšres dĂ©cennies, les offices de tourisme sont devenus de vĂ©ritables agences marketing de la destination, sur place, mais Ă©galement bien au-delĂ . Nous avons mĂȘme assistĂ© Ă  la naissance de chefs-d’Ɠuvre architecturaux. AgrĂ©ables Ă  regarder, ils attirent certainement l’Ɠil du visiteur, nĂ©anmoins, une façade attrayante ne suffira pas Ă  attirer plus de touristes dans la ville. Par ailleurs, en moyenne, 10% de l’ensemble des voyageurs d’une destination se rendent dans un office de tourisme(1).

Comment, dans ce cas, remplir cette mission auprĂšs des 90% restant ?

ParallĂšlement Ă  ça, nous avons assistĂ© Ă  la naissance de l’Internet, du Wi-Fi et des smartphones. GrĂące Ă  eux, le visiteur a entre les mains plus d’informations que jamais : guides touristiques digitaux (cliquez ici pour plus d’informations), sections voyage dans les magazines spĂ©cialisĂ©s, magazines de voyages en ligne qui intĂšgrent les « must do » des villes et des dizaines (voire des centaines) de blogs de voyage et d’applications pour chaque ville.
L’assistance physique peut Ă©ventuellement ĂȘtre remplacĂ©e par la commande vocale de l’assistant numĂ©rique du tĂ©lĂ©phone du voyageur. En effet, essayez de demander Ă  Siri les horaires d’ouvertures du MusĂ©e Picasso de Barcelone ou le prix de l’entrĂ©e du MusĂ©e Guggenheim. Il trouvera rapidement et efficacement rĂ©ponses Ă  l’ensemble de vos questions. Si vous voulez recherchez une liste exhaustive des « must do » ou de circuits Ă  thĂšmes prĂ©dĂ©finis, essayez les magazines et guides en ligne ou les blogs et applications spĂ©cialisĂ©es. Vous pouvez mĂȘme y trouver des recommandations de cĂ©lĂ©britĂ©s et les bons conseils de locaux qui vous Ă©viteront les piĂšges Ă  touristes communs.
Le digital est donc un dĂ©fi auquel les offices de tourisme font aujourd’hui face et doivent relever. Deux choix s’offrent Ă  elles dans ce cas : Ă  minima s’adapter, idĂ©alement innover.

Pourquoi nous rendons nous aux Offices de Tourisme ?

Les offices de tourisme sont souvent situĂ©s stratĂ©giquement lĂ  oĂč la plupart des touristes se rendent. Et l’idĂ©e de prendre quelques brochures et recevoir des renseignements, de profiter d’un moment rafraichissant dans une piĂšce climatisĂ©e sĂ©duit. De plus, pour certains, l’assistance physique et humaine ne saurait ĂȘtre remplacĂ©e par une assistance technologique. C’est lĂ  que rĂ©side l’atout ultime des offices de tourismes.

Ceci dit, l’absence d’espace d’accueil centralisĂ© ne rimerait pas forcĂ©ment avec absence de services aux touristes. D’une part parce que, comme expliquĂ© prĂ©cĂ©demment, des guides touristiques tĂ©lĂ©chargeables, des plateformes d’achat en ligne et des sites internet spĂ©cialisĂ©s offrent le mĂȘme service, et, d’autre part, la suppression d’un office de tourisme encouragerait peut-ĂȘtre les voyageurs Ă  interagir avec les locaux. En effet, si un cafĂ© dotĂ© d’une connexion WI-FI, de climatisation et de toilettes (pour les consommateurs) complĂ©tait l’office de tourisme, une partie spĂ©cifique de touristes prĂ©fĂ©rerait Ă©ventuellement naviguer sur leurs smartphones et tablettes tout en sirotant un cappuccino.

Si certaines personnes ne possĂšdent pas de smartphones, elles sont cependant de moins en moins nombreuses. Ces visiteurs « analogiques », Ă  dĂ©faut de smartphones, prĂ©parent leur voyage grĂące Ă , entre autres, des guides papiers. Ils font majoritairement partie des 10% de visiteurs qui poussent la porte de l’office. Le but des offices de tourisme auprĂšs de cette cible est de la fidĂ©liser. La diffusion de l’information de base Ă©tant aujourd’hui facilitĂ©e par les outils numĂ©riques, cette part tendra logiquement Ă  diminuer. Le challenge est donc surtout d’attirer et de fidĂ©liser les « mobinautes » en embrassant la vague numĂ©rique et digitale.

Et si on se concentrait sur les 90% ?

Il s’agit de se demander : « Comment faire pour aider les 90% de touristes que nous ne croisons pas ? »
Pour s’adapter Ă  une concurrence toujours plus accrue, les offices de tourisme misent sur un meilleur rĂ©fĂ©rencement sur les moteurs de recherche, un meilleur ciblage de leur clientĂšle en communiquant en amont du sĂ©jour (avant et pendant le vol plutĂŽt qu’uniquement pendant le sĂ©jour), et mieux travailler la e-rĂ©putation de ses adhĂ©rents via des conseils adaptĂ©s. Tout cela est dĂ©sormais immĂ©diatement accessible aux professionnels du tourisme via des packs services, plus attractifs, plus efficaces, et sans doute bien plus gĂ©nĂ©rateurs de revenus pour eux.

A titre d’exemple, des offices de tourisme comme celles de BahreĂŻn et de Madrid font leur promotion et celle de certains de leurs adhĂ©rents directement auprĂšs des voyageurs dans l’avion via les diffĂ©rentes plateformes de divertissements digitales des compagnies aĂ©riennes arrivant Ă  destination.

Autre idĂ©e : La crĂ©ation d’un Lounge spĂ©cial pour les visiteurs. Si vous vous ĂȘtes promenĂ© dans une ville pendant des heures, n’aimeriez-vous pas un salon semblable Ă  un Lounge d’aĂ©roport VIP, oĂč vous pourriez vous reposez, vous rafraichir et avoir accĂšs Ă  une bonne connexion internet ? Plus besoin de retourner jusque votre chambre d’hĂŽtel pour vous reposer !

Mieux vaut fournir des chaises confortables afin que les visiteurs puissent recharger leurs batteries et reposer leurs pieds avant de repartir pour un tour de shopping et le visites.
Je traduis mon idĂ©e : une salle de repos sous forme de Lounge pourrait encourager une partie des visiteurs Ă  se reposer afin qu’ils continuent Ă  se balader dans la ville, visiter attractions et boutiques, et bien sĂ»r, consommer.

A l’instar de Maribor en SlovĂ©nie(2), certaines villes ont dĂ©jĂ  abordĂ© la transformation numĂ©rique et ont mĂȘme tout bonnement supprimĂ© leur office de tourisme. Maribor a effectuĂ© une segmentation de ses visiteurs en deux grands groupes ; les « mobinautes » et les « zĂ©ronautes ». Les premiers sont numĂ©riquement alphabĂ©tisĂ©s et alertes. Les seconds sont loin de tout cela et sont trĂšs attachĂ©s au relationnel et au papier. Pour les « zĂ©ronautes », des « relais touristiques » ont Ă©tĂ© crĂ©Ă©s avec de nombreux commerçants. En prioritĂ© avec les bars, hĂŽtels et restaurants qui sont des lieux de rencontre et de convivialitĂ©. Mais aussi avec des boulangeries, des stations-service et beaucoup d’autres types de commerces trĂšs frĂ©quentĂ©s par les visiteurs. Pour les « mobinautes », qui constituent la majeure partie de la population touristique, un maillage wifi de la ville constituĂ© par les « relais touristiques » a Ă©tĂ© dĂ©veloppĂ©. Un mobinaute en vacances n’a pas accĂšs Ă  son rĂ©seau 3G, si ce n’est Ă  prix d’or, des Hotspots wifi lui sont donc offerts dont chaque commerçant partenaire est un maillon. Le mobinaute peut Ă©galement tĂ©lĂ©charger un livre d’initiatives touristiques qui permet au visiteur, grĂące aux nombreux QR codes qu’il contient, d’atteindre, grĂące Ă  son tĂ©lĂ©phone, de nombreuses ressources numĂ©riques et de les tĂ©lĂ©charger pour l’accompagner dans ses dĂ©couvertes.


Sources :
(1) http://www.etourisme.info/o-fils-tourisme-vois-tu-rien-venir/
(2) http://www.etourisme.info/loffice-cest-fini/

5 innovations digitales au service du tourisme

5 innovations digitales au service du tourisme

Le tourisme est une formidable source d’inspiration pour les sociĂ©tĂ©s innovantes, principalement parce que celles-ci peuvent s’appuyer sur la part importante que tient l’émotion dans l’acte d’achat.

Nos Ă©quipes ont sĂ©lectionnĂ© pour vous les 5 innovations qui peuvent vous apporter Ă©normĂ©ment, Ă  chaque phase du voyage : depuis la recherche d’une destination, jusqu’au sĂ©jour sur place.

3D et réalité virtuelle : Achetez ce que vous vivez

Quelques compagnies aĂ©riennes ainsi que des grandes marques d’hĂŽtels nous offrent depuis quelques semaines, la possibilitĂ© de dĂ©couvrir virtuellement ou en 3D leurs intĂ©rieurs depuis notre canapĂ©. A l’instar d’Emirates qui fait appel Ă  Nicole KIDMAN vantant les mĂ©rites de sa premiĂšre classe, il s’agit surtout de faire le buzz. Et çà marche.

NĂ©anmoins, cette nouvelle technologie dĂ©marre trĂšs fort dans le secteur touristique, et son avenir est plus que radieux. En effet, imaginez-vous pousser la porte d’une agence de voyage, vous installer dans un salon dĂ©diĂ©, et vous immerger virtuellement dans les diffĂ©rents endroits qui vous tentent pour vos prochaines vacances ! Nul doute que les taux de conversion vont exploser.

Organisez votre sĂ©jour depuis votre siĂšge d’avion

Les nouveaux systĂšmes de divertissement des avions proposent dĂ©sormais de vĂ©ritables guides touristiques interactifs, qui permettent aux passagers de sĂ©lectionner les activitĂ©s qui les intĂ©ressent, les charger sur leur smartphone, et mĂȘme de prĂ©-rĂ©server leurs billets d’entrĂ©e.

Au-delĂ  de ce service innovant, le dĂ©ploiement fulgurant de la connectivitĂ© Ă  bord des avions permet d’envisager Ă  court terme un Ă©largissement des services accessibles Ă  bord : rĂ©servez votre taxi, enregistrez-vous Ă  votre hĂŽtel, achetez vos places de concert ou de match, faites vos courses pendant le vol
Autant de possibilitĂ©s qui vous feront oublier le temps de vol.

Les « beacons » pour de l’engagement dans l’instant

Les beacons ou balises Bluetooth de nouvelle gĂ©nĂ©ration, fleurissent dans les aĂ©roports et mĂȘme en centre-ville, car ils permettent un engagement immĂ©diat du consommateur / touriste.

Ainsi les passagers qui flùnent dans les zones duty free de certains aéroports sont avertis en temps réel de leur embarquement, tout en tenant compte du temps nécessaire pour rejoindre la bonne porte.

Au-delĂ  de ce service, les magasins, qu’ils soient en aĂ©roport ou en centre-ville commencent Ă©galement Ă  s’équiper de cette technologie afin d’adresser au chaland, en temps rĂ©el, sur son smartphone, un message l’invitant Ă  bĂ©nĂ©ficier d’une offre spĂ©ciale, s’il pousse la porte. N’oubliez pas que vous obtenez les meilleurs taux de conversion une fois le client dans vos murs !

Les smart-cities multiplient les points de contact

« Smart City » autrement dit la ville intelligente. Le mot est sur toutes les lĂšvres, des Ă©lus aux offices de tourisme. En marge des solutions de transport et de dĂ©veloppement durable innovantes, le concept implique Ă©galement un maillage trĂšs fin permettant Ă  tout un chacun de bĂ©nĂ©ficier du wifi gratuit n’importe oĂč dans la ville, ce qu’a d’ailleurs rĂ©cemment initiĂ© NYC.

Des sociĂ©tĂ©s leader sur le marchĂ© du mobilier urbain, comme JCDecaux, proposent ainsi des concepts novateurs, comme l’AbriBus Concept, ou le Digital Harbour. Autant d’espaces qui permettent d’interagir avec les citoyens de la ville mais Ă©galement avec les touristes. En effet, ces Ă©quipements ne proposent pas que de l’accĂšs Wifi. Ils vous offrent ainsi toute une palette de services permettant vous permettant de communiquer directement avec vos cibles via ces nouveaux points de contact.

Surprenez vos clients avec des robots accueillants et efficaces

Le contact humain reste fondamental. Cependant, quelques grands noms de l’hĂŽtellerie, ainsi que quelques aĂ©roports commencent Ă  introduire des robots humanoĂŻdes, aux points d’enregistrement, Ă  la dĂ©pose bagage, au point info… Ces robots peuvent mĂȘme vous guider dans le dĂ©dale des couloirs.

Ici encore, ces essais relĂšvent, pour l’instant, plus du coup marketing. Cependant ils tĂ©moignent de la vague sous-jacente qui nous attend en termes d’expĂ©rience client.

Il y a fort Ă  parier que d’ici quelques courtes annĂ©es, votre parc d’attraction ou votre musĂ©e sera Ă©quipĂ© de ces robots, qui renseigneront vos clients, et qui, en plus, seront particuliĂšrement performants pour rĂ©aliser quelques ventes additionnelles !

L’innovation dans chaque segment du voyage

Cette sĂ©lection est bien entendu un condensĂ© des nouveaux services ou produits qui serviront directement ou indirectement l’industrie touristique.
La bonne nouvelle, c’est qu’elles ont toutes un point commun : l’augmentation de l’expĂ©rience client que vous souhaitez dĂ©livrer, tout en crĂ©ant de nouveaux points de contact
que vous devrez intĂ©grer dans votre stratĂ©gie marketing.

5 innovations digitales au service du tourisme

5 innovations in digital tourism for a better engagement

Tourism is an amazing playground for innovators, since the emotional dimension has a big share in the customers’ mind. Our core business is the traveler. Hence we spend a lot of time in marketing intelligence and technological watch for our partners’ benefit.

You’ll find a handpicked selection of what we believe are the most valuable innovations for the tourism stakeholders, sorted accordingly to the stage of the travel: before the journey, during the transportation and once arrived at destination

3D and virtual reality: Buy what you experience

A couple of hotel chains and airlines have recently launched some tests enabling the customers to discover their offering from their seat. For the moment, it’s more about marketing buzz and brand awareness, as Emirates does when it features Nicole KIDMAN in a 3D experience to discover its new fisrt class.
3D and virtual reality in the tourism industry are breaking through with a bright sky ahead. Just imagine yourself entering a travel agency that enables you to have an immersive experience of the resort and destination you are interested in! No doubt that the conversion rates will dramatically increase.

Organize your journey during your flight

New inflight entertainment systems, seatback screens as well as bring- your-own-device platforms, provide the passengers with interactive destination guides, enabling them to select and storage the activities that will enlighten their journey, and also book skip the line tickets.
Beyond that, the rapid expansion of inflight connectivity opens the doors to a wide range of services: book your taxi, pre-check your hotel, book live performance tickets or sports events, benefit from a set of click& collect goods


Beacons for immediate deals and services

Beacons are rapidly expanding in airports and destinations, as they can drive immediate engagement.

Passengers who stroll in airport duty free zone can be warned in real time about their boarding and time lead to the boarding gate.

Yet, your shop, whether you are located inside the airport or downtown, can rely on beacons in order to push special offers to passers-by on their mobile phone enabling them to benefit from a special offer, and engage them in entering your property. Keep in mind that the best conversion rates are reached in-house!

Smart cities create new touchpoints

“Smart City” is currently in the mouth of every DMO (Destination Management Organization). Beyond intelligent transportation infrastructure and other relevant topics, this also involves an important meshwork of wifi access points, just like NYC did recently.

The leading street furniture company JCDecaux provides cities with innovative concepts for digital services in urban environment. Among them the Concept-Bus Shelter and the Digital Harbour, designed to make the city easier for its inhabitants but also for the tourist. Beyond wifi access point, they offer dedicated spaces to promote your activity through new touchpoints with the tourist.

Surprise your customer with effective robots

Human contact is king. However, some hotel chains and airports are currently testing the introduction of robots for checking, baggage drop, information purpose or even as personal guide throughout the passageways

Once again these first trials are more marketing-driven experiments but they testify that there is an underlying trend in in disrupting the customer experience.

Let’s bet that your entertainment park or museum will be populated in a couple of years with these welcome & assistance-bots which also ensure some additional sales!

Innovation at every stage of the journey

This selection is obviously a tiny snapshot of new services or products directly intended for the tourism industry or not. The good news is that they are all designed to enhance the customer experience you want to deliver, while adding new touchpoints that you will integrate in your marketing strategy.

Pourquoi une bonne notation sur Tripadvisor n’est pas suffisante

Pourquoi une bonne notation sur Tripadvisor n’est pas suffisante

Tripadvisor est devenu sans conteste un composant clef dans le succĂšs ou l’échec d’une activitĂ© touristique.

Selon ComScore, une sociĂ©tĂ© leader dans la mesure de l’impact de la pub digitale, 50% des voyageurs prĂȘts Ă  valider leur achat, confirment que Tripadvisor a fait partie des sites consultĂ©s sur leur parcours digital. Avec un tel impact, il est Ă©vident qu’une mauvaise notation est dramatique pour un acteur du tourisme.

Mais à l’inverse, une note de 4/5 ou 5/5 ne fait pas tout, loin de là.

Moins de 30% des internautes utilisent réellement Tripadvisor
et le font principalement pour leur hébergement

Lors de la derniĂšre confĂ©rence sur l’OSD, Desimir Boskovic a prĂ©sentĂ© une Ă©tude dĂ©taillĂ©e particuliĂšrement instructive sur l’impact de Tripadvisor : moins de 30% des internautes ont reconnu Tripadvisor comme source principale d’information.

Son Ă©tude rĂ©vĂšle en outre que les hĂŽtels et chambres d’hĂŽtes sont loin devant les autres activitĂ©s Ă  destinations en termes de consultation (mĂȘme devant les restaurants). Par exemple, les recherches sur les activitĂ©s « A voir, A faire » n’ont intĂ©ressĂ© que 6% des sondĂ©s.

Lorsque l’on confronte cette Ă©tude Ă  des recherches menĂ©es en interne par les Ă©quipes de PXCom, ces contrastes sur l’utilisation de TripAdvisor s’expliquent par deux raisons majeures :

  1. Les voyageurs consultent ce site avant leur voyage, au moment du processus de rĂ©servation des deux fondamentaux du voyage : comment je me rends dans la destination ? et oĂč vais-je dormir ? Ils sont encore loin de se demander ce qu’ils vont faire une fois sur place.
  2. Les voyageurs cherchent dans TripAdvisor, une sorte de « garantie » que leur choix est le bon. « Tiens cet hĂŽtel a l’air sympa, qu’en disent les internautes ? »

Un touriste consulte en moyenne 31 sites avant de finaliser ses achats

A l’ùre du voyageur connectĂ©, le future touriste consulte en effet en moyenne 31 sites rien que pour rĂ©server son mode de transport et son hĂ©bergement !

Par consĂ©quent, au-delĂ  d’ĂȘtre performant et apprĂ©ciĂ© de vos clients, ce qui condamne le secteur Ă  une quĂȘte de l’excellence, vous devez en faire beaucoup plus pour dĂ©crocher le Graal numĂ©rique, Ă  savoir le passage du panier Ă  l’état de commande effective. Il est indispensable d’élaborer une rĂ©elle stratĂ©gie marketing, qui, en plus, se doit d’ĂȘtre « agile », c’est-Ă -dire adaptĂ©e en temps rĂ©el.

Une telle stratĂ©gie commence par l’identification des points de contact, avant, pendant et aprĂšs le trajet, et pour chacun de ces points, vous devez y inscrire le message adĂ©quat, depuis une publicitĂ© digitale classique, jusqu’à un marketing de contenu complet, afin de dĂ©livrer une rĂ©elle expĂ©rience de marque.

TripAdvisor est sans aucun doute dans ce mix digital, et il doit ĂȘtre manipulĂ© avec une grande attention, mais il serait dangereux de tout miser dessus !

Pourquoi une bonne notation sur Tripadvisor n’est pas suffisante

Why a good Tripadvisor (and related) rating is not enough?

It is a no brainer that TripAdvisor has quickly become a key component in the success or failure of a tourism-related business.

According to ComScore, a leading company in advertising effectiveness measurement, 50% of the travelers about to make a purchase, confirm that TripAdvisor has been part of their online journey. With such impact, one can understand the consequences of bad ratings.

But on the opposite, a good rating is not all.

Less than 30% use TripAdvisor… and look mainly for accommodation

At the last international conference on OSD, Desimir Boskovic’s study highlighted that less than 30% of inbound travelers did use TripAdvisor “as a source of information”.

The same study revealed that information about accommodation is far beyond from the others (even restaurants). For example, researches for outdoor activities drop to 6%.

Comparing that study to other similar, our team found that two of the main reasons of this contrast come from the actual use of TripAdvisor:

  1. Travelers mainly use TripAdvisor before their actual journey, during the booking process of the two pillars: transportation and accommodation.
  2. Travelers mainly use TripAdvisor to check if the tourism activity they are about to book is well-rated enough according to their allocated budget.

31 is the average number of visited websites

At the age of the connected traveler, before having booked the transportation mode and the accommodation, the future tourist visits an average of 31 websites. You can easily imagine that for a full journey including destination activities, such figure dramatically increases!

As a consequence, beyond being good in your business and appreciated by the tourists, which is a good thing for the end customer, you have much more to do to engage the travelers during the purchase funnel: it is mandatory to build a reliable tourism marketing strategy, and thanks to the digital, such strategy can be “agile”, i.e. that can be adapted in real-time.

Your strategy must rely in the identification of the touchpoints, and for each of it, the definition of the adapted action, from plain advertising, to full content marketing enabling a strong brand experience.

TripAdvisor is undoubtly one of those elements, has to be well managed, but it would definitely be dangerous to go all-in with it!

Abandon de panier : l’industrie du tourisme et du voyage est la plus concernĂ©e

Abandon de panier : l’industrie du tourisme et du voyage est la plus concernĂ©e

A l’ùre du voyageur connectĂ©, deux rĂ©centes recherches menĂ©es l’une par Skift, Ă©ditorialiste majeur du secteur voyage/tourisme, et l’autre par LK Conseil, agence de marketing digital, montrent clairement que l’abandon de panier est un souci majeur pour l’ensemble des e-commerçants, avec Ă  leur tĂȘte l’industrie du tourisme et du voyage.

75,3% d’abandon de panier en 2015

En hausse sensible (+12,1%) depuis l’annĂ©e prĂ©cĂ©dente, cette rupture dans le parcours d’achat est supĂ©rieure de 3% environ pour le tourisme par rapport aux autres secteurs.

Les principales causes sont liĂ©es Ă  un parcours de dĂ©cision dans ce secteur bien plus complexe qu’ailleurs : les vacances sont pour tout un chacun, un sujet hautement sensible, pour lequel la garantie satisfaction est la plus recherchĂ©e.

Ce qu’il faut donc retenir en prioritĂ© de ces Ă©tudes, est qu’il est indispensable pour vous, acteur du tourisme, de maĂźtriser le parcours d’achat du voyageur, depuis la recherche d’inspiration chez lui, jusqu’à vos guichets d’entrĂ©e. Une telle maĂźtrise permet d’identifier l’ensemble des points de contacts, moments propices pour communiquer auprĂšs de votre cible, afin de construire le meilleur mix marketing/communication.

Pas de solution magique. Restez sur les fondamentaux !

De plus amples recherches en stratĂ©gie marketing touristique montrent qu’il existe un panel trĂšs variĂ© d’outils, de concepts


Bien sûr, on voit émerger chaque trimestre une nouvelle idée brillante, une nouvelle technologie merveilleuse. Récemment le cross-shopping, ou lecompetitive advertising font la une des newsletters marketing, mais derriÚre tous ces nouveaux acronymes, ce sont autant de concepts que les responsables marketing doivent assimiler, rendant leur tùche de plus en plus ardue !
A y regarder de prÚs, ces techniques sont autant de remÚdes certes performants, mais pour des problématiques trÚs circonscrites, et en aucun cas des solutions globales.

Cependant, pour amener le voyageur Ă  transformer ses (prĂ©)rĂ©servations en une visite effective de votre Ă©tablissement, vous devez vous poser la question de ce qui l’intĂ©resse rĂ©ellement.
Et dĂšs lors que vous avez le contenu de son panier digital, celui-ci vous livre de trĂšs prĂ©cieuses informations qu’il vous faut exploiter, via un lead nurturingefficace, ou comment chouchouter son prospect.

Prenons l’exemple d’un panier renseignĂ© pour 2 adultes et 2 enfants assorti d’une date potentielle. Vous pouvez dĂ©sormais proposer du contenu adaptĂ© Ă  ce prospect :
‱ Un ensemble d’activitĂ©s complĂ©mentaires et non compĂ©titives autour de votre Ă©tablissement
‱ Une semaine avant la date visite potentielle, vous pouvez envoyer un bulletin mĂ©tĂ©o, surtout si les prĂ©visions sont compatibles avec votre activitĂ©
‱ DĂšs lors que vous avez une date de naissance et qu’elle coĂŻncide peu ou prou avec la date de visite, appuyer vous sur cet Ă©vĂšnement pour adresser un message qui jour sur l’émotion

Une telle stratĂ©gie de re-contact personnalisĂ© vous permettra d’augmenter de façon sensible votre taux de visite.
La seule limite est celle votre imagination !

Au-delĂ  du CTR (Click Through Rate)

De tels taux d’abandon de panier induisent finalement que le calcul ROI (retour sur investissement) doit ĂȘtre abordĂ© de maniĂšre sensiblement diffĂ©rente, c’est-Ă -dire en allant au-delĂ  des ratios classiques du digital, et en considĂ©rant l’ensemble du dispositif marketing.

S’il vous en faut plus pour vous convaincre, un rĂ©cent rapport de Monetate indique que les taux de conversion sur place sont de 50% contre Ă  peine 3,5% pour le e-commerce.

Par consĂ©quent, si l’on considĂšre le fait que l’on sait dĂ©sormais communiquer auprĂšs du voyageur avant, pendant son trajet, ainsi qu’une fois sur place, un tel dĂ©calage dans les taux de conversion implique que, ce qui importe surtout, c’est d’investir dans des moyens de garder le contact avec votre cible tout au long de son parcours depuis chez lui, et de l’amener progressivement Ă  se rendre sur place
c’est-Ă -dire, chez vous !

Abandon de panier : l’industrie du tourisme et du voyage est la plus concernĂ©e

Travel and tourism are the most harmed by shopping cart abandonment

At the age of the digital traveler, recent researches both from Skift, a leading travel industry publication, and LK Conseil, a French digital marketing company, highlight that shopping cart abandonment is a major concern for e-commerce industry, with a special hit for travel and tourism players.

75.3% of shopping Cart Abandonment in 2015

While last year witnessed a dramatic increase of this break in the purchase process (+12.1%), the travel & tourism industry still remained roughly 3 percentage points higher than the rest of e-commerce sectors.
This is mainly due to a more complex purchase path than other sectors: holiday are always a very sensitive purchase, where personal ROI is clearly a target for the consumer. The main take-away of such information, is that you have to know perfectly the purchasing path of the travelers, from inspiration stage to the arrival to your cash desk. Such knowledge will provide you with a set of touchpoints where you can reach your target, enabling you to build the most effective marketing & communication mix.

No one-fits-all solution. Go to basics!

Deeper researches in tourism marketing strategy lead to a huge panel of tools and concepts. And, yes, each quarter see brilliant new trends and technologies arise, such as cross-shopping and competitive advertising, making it more and more complex for a tourism marketing executive. Let’s say that these ideas are more often new remedies for very specific issues, maybe some of them are yours, rather than real global solutions.

In order to entice the traveler to move bookings from an idle state to an effective visit to your property, you have to identify and keep in mind what exactly matters to them. As long as you have the content of a shopping cart, the traveler has provided you with precious information that you must rely on in order to ferry him to your property, with an effective lead nurturing!

For example: a shopping cart with 2 adults, 2 children, and a booking date enables you to create some bespoke content for this family:
‱ Provide them with non-competitive activities close to your property,
‱ One week before the booking date, you can send a weather report, that highlights that your business fits perfectly the upcoming weather.
‱ Should you have a good match between the birthday dates, and possible visit dates, rely on this emotion-full event to send the right message, 


Such a personalized nurturing strategy will definitely bring you a top ROI. Its limit is your own creativity.

Beyond the CTR

Mixing the fact that you can reach a traveler before and during its journey to destination, with such high rates of cart abandonment involves a shift in the ROI calculation.
Recent report from Monetate highlights that conversion rates when the consumer is in a traditional shop are at an average of 50% while digital is barely above 3.5%. With such gap, it’s a no brainer to state that efforts must be done on a web-to-shop strategy, rather than a 100% digital strategy.

In other words, for the tourism industry, do not focus your investments expecting digital ROI, but ensure your target is driven throughout his journey, from his home, to your property.

Marketing Digital, el héroe del turismo ante las crisis

Le marketing digital au secours du tourisme

Brexit, récession, prix du baril, grÚves, catastrophes naturelles
Autant de menaces extérieures qui pÚsent sur le tourisme et sur lesquelles les acteurs du tourisme, malgré toute leur attractivité, ne peuvent influer. Heureusement pour eux, ils disposent du marketing digital, non seulement pour préserver leur activité, mais surtout pour convertir des risques en opportunité.

Les crises Ă©conomiques que connaissent la plupart des pays “sources” ont une consĂ©quence immĂ©diate : les touristes vont systĂ©matiquement rechercher les moyens les plus Ă©conomiques de se rendre dans leur destination. Internet leur apporte tous les outils pour cela.

L’hĂ©bergement au cƓur de la transformation digitale

Ecartons d’emblĂ©e AirBnB, puisque intrinsĂšquement leur activitĂ© gĂ©nĂšre encore plus de revenus en pĂ©riode de crise.

DĂ©sormais, tous (ou presque, il n’est jamais trop tard pour s’y mettre !) les hĂ©bergements cherchent Ă  augmenter leur taux d’occupation en misant Ă  fond sur le digital. Initialement les OTA apparaissaient comme les sauveurs, on remarque cependant une tendance de fond Ă  vouloir se dĂ©gager de leur emprise, et Ă  faire du digital par soi-mĂȘme.

Le dernier exemple en date ? Le groupe MĂ©lia prĂ©voit d’investir 100 millions d’euros dans le digital, pour accroitre leurs canaux de vente en e-commerce, et dĂ©velopper leurs propres « apps » (1). Vont-ils bĂ©nĂ©ficier d’un beau retour sur investissement ? Absolument !

Néanmoins, tous les propriétaires ont-ils 100 millions à débourser ? Absolument pas !

Rien n’est perdu pour autant. Les rĂ©seaux sociaux offrent un pilotage abouti et des passerelles de e-commerces intĂ©grĂ©es et connectĂ©es aux principales plateformes de rĂ©servation. Ainsi le duo marketing/booking associĂ© Ă  une politique de prix adaptĂ©e, et Ă  quelques campagnes webmarketing bien dimensionnĂ©es, permettent Ă  moindres frais d’influer grandement sur les futurs vacanciers en recherche d’inspiration.

Le smartphone, un guide personnel dans sa poche

Prenons le cas de Mark et Julia. Ils ont dĂ©cidĂ© de passer leurs vacances Ă  Mallorque. Afin d’éviter de dĂ©penser Ă  l’avance et Ă  l’aveugle, ce jeune couple n’achĂšte avant de partir que ses billets d’avion et l’hĂ©bergement. Pour le reste, ils dĂ©cideront sur place au grĂ© de leurs envies. Ces millenials appellent cela « Garder le contrĂŽle pour des vacances PERSONNALISEES ».

Rien de cela ne serait possible sans les smartphones qui ont transformĂ© les consommateurs en accros de l’immĂ©diatetĂ©. A titre d’information, plus de 66% des activitĂ©s sont dĂ©cidĂ©es pendant et aprĂšs le vol (2)

Bienvenue dans les transports connectés

Le dĂ©collage marque presque tout le temps le dĂ©but des vacances. Ok, physiquement Mark & Julia ne sont pas encore sur place, mais ça y est ! Leur esprit est enfin 100% connectĂ© sur Mallorque, ses rues, ses plages. C’est d’ailleurs Ă  ce moment prĂ©cis que les publicitĂ©s inflight prennent toute leur importance, pour le plus grand bĂ©nĂ©fice des marques qui ont choisi de bien marquer les esprits.

Pour info, 86% des passagers lisent les publicitĂ©s touristiques dans les magazines inflight (3). Un tel intĂ©rĂȘt se retrouve bien entendu sur la communication digitale inflight.

Les destinations à l’heure du digital

Jusqu’à il y a peu, nous mesurions l’attrait d’une destination principalement sur la richesse de ses points d’intĂ©rĂȘts, ainsi que sur l’hospitalitĂ© des locaux. J’ai rĂ©cemment eu la preuve que dĂ©sormais les touristes attendent d’une ville qu’elle leur offre l’accĂšs au digital. C’est une caractĂ©ristique qui peut paraĂźtre anodine mais qui prĂ©sente au moins trois avantages majeurs pour l’expĂ©rience touristique : gain de temps, Ă©largissement des opportunitĂ©s de visite, et gain d’argent.

A plusieurs reprises j’ai Ă©changĂ© avec des touristes allemands dans Barcelone, qui, au lieu de demander aux locaux, ont systĂ©matiquement utilisĂ© leur smartphone pour trouver les meilleures tapas Ă  dĂ©guster autour d’eux et compatibles avec leur budget. Cette tendance dĂ©passe dĂ©sormais les 50% et continue sa gĂ©nĂ©ralisation Ă  grands pas (4)

Par ailleurs, la pertinence du ciblage est directement liĂ©e Ă  la connaissance de l’historique de navigation. C’est pour cette raison que le Big Data, le retargeting et la programmatique connaissent un succĂšs aussi retentissant.

Lorsque les touristes sont de retour chez eux, une bonne connaissance des informations « enregistrĂ©es » pendant leurs vacances permet dĂ©sormais aux spĂ©cialistes du marketing d’ĂȘtre performant au moment oĂč leur cible commencera Ă  planifier le voyage suivant.

Votre stratégie marketing est-elle à la hauteur de vos enjeux?

Soyons pragmatiques et déclinons là comme une courte check list:

  • Un site web et un site marchand optimisĂ©s pour le mobile
  • Un plan marketing couvrant avant, pendant et aprĂšs le vol
  • Une Ă©quipe marketing qui analyse les tendances dans les marchĂ©s Ă©metteurs de touristes
  • Une part non nĂ©gligeable (au moins 20%) de votre budget marketing allouĂ©e au digital

Anecdote

Durant la pleine saison aux Canaries, j’ai rencontrĂ© un responsable marketing d’une importante entreprise de location de voiture locale. DĂ©sespĂ©rĂ©, il m’indiquait devoir mettre en pause sa campagne digitale car
il Ă©tait Ă  court de vĂ©hicules, et se faisait dĂ©passer par les excellents rĂ©sultats de celle-ci !

Il s’agit lĂ  d’un bon problĂšme, et ne vous mĂ©prenez pas, c’est sincĂšrement tout le succĂšs que je vous souhaite.

Vous avez des exemples de succĂšs en marketing digital Ă  la rescousse du secteur touristique ?

Personalizing the passenger experience: when media becomes a value-added service

Personalizing the passenger experience: when media becomes a value-added service

For a little over two years now, we have seen digitalization of passenger entertainment systems take off for airlines, coaches, trains, etc. This has been driven by the meteoric rise in the use of smartphones and tablets by the general public.
Recent entertainment systems are automatically digital because they are based on wifi portals and were designed by keeping in mind all the technologies that we use every day. Now it’s time to take traditional screens already built into passenger seats and bring them into the digital revolution. With new available technologies, these screens have become an actual digital media with the capacity of communicating directly with each passenger’s smartphone. This is a revolution that offers incredible opportunities!

What is the next step?

Part of the answer can be found in the overall trends in digital marketing. Gone are the floods of pop-up windows, and users receiving e-mail messages that are of no interest to them. When people access the internet through a wifi hotspot in a train station or an airport, who actually pays attention to the advertising that they are subjected to? Who actually has a positive user experience waiting for the ad to load before surfing the web?
It is because passenger entertainment systems had been so behind technologically-speaking that they present the biggest advantage. In fact, this industry can capitalize on what has been learned in the different avenues explored by digital technology, successes as well as failures. There is no time lost experimenting, and the gap between smartphone technology and passenger entertainment systems grows smaller every day.

What do the latest studies show?

People more readily accept ads that are targeted to their immediate situation. If not, the advertiser risks being permanently blocked by an “ad-blocker”. In other words, all of the marketing tools being developed are currently focused on personalizing message content.
Consequently, if transportation companies want to maximize their return on investment in passenger entertainment systems, all of the digital marketing players have to concentrate their efforts on creating a personalized passenger experience. From the hashtag #PaxEx, we must move to #MyPaxEx. Passengers are also expecting more added value. Therefore, passenger entertainment systems need to become platforms that offer services instead of ads.

PXCom’s offer

In this environment, PXCom has launched a research program aiming at creating a model to personalize services depending on the destination. This model takes into consideration the latest technology available in current passenger entertainment systems, and anticipates future evolutions.
PXCom will soon be publishing more details about this unique model. Until then, find out more about what it does in the attached graphic divided into three sections: the Personalization Cycle, a Map of Personalization Factors, and Options for User-Generated Content.

PXCom_PXMe_Infographics

Le marketing de contenu est-il dĂ©sormais incontournable pour l’industrie du tourisme ?

Le marketing de contenu est-il dĂ©sormais incontournable pour l’industrie du tourisme ?

A l’approche de l’étĂ©, les acteurs du tourisme prĂ©parent activement la haute saison. Selon la rĂ©cente Ă©tude d’Hotels.comℱ (Hotels.comℱ Mobile Travel Tracker), plus de 76% des voyageurs placent cette annĂ©e le smartphone en tĂȘte de la liste des objets indispensables Ă  mettre dans leurs bagages. DĂšs lors, on aura compris qu’aucun site touristique digne d’intĂ©rĂȘt ne peut faire l’économie d’une vĂ©ritable stratĂ©gie marketing digitale !

Identifier & comprendre les points de contact avec votre cible

Afin d’attirer les touristes dans votre Ă©tablissement, le premier pas est d’analyser le parcours de ce futur potentiel client, dans sa globalitĂ©, et identifier les occasions qui se prĂ©sentent Ă  vous pour promouvoir votre activitĂ©.

Avant son voyage il y a trois grands moments : la phase inspirationnelle (celle oĂč le futur vacancier recherche sa destination), la phase d’achat (moyen de transport, formule, hĂ©bergement
) et enfin, la phase prĂ©paratoire (qu’y a-t ’il Ă  voir et Ă  faire autour). Pendant le voyage, de nouvelles occasions se prĂ©sentent aussi Ă  vous : Ă  l’aĂ©roport/gare de dĂ©part comme d’arrivĂ©e, via les systĂšmes de divertissement passager proposĂ©s Ă  bord
 Une fois arrivĂ© Ă  destination, vous avez lĂ  encore de nouvelles opportunitĂ©s pour promouvoir votre activitĂ© : l’affichage en extĂ©rieur, la promotion Ă  l’accueil des hĂŽtels


En clair, vous disposez donc d’un Ă©ventail de moment privilĂ©giĂ©s pour communiquer auprĂšs de votre cible.

Les Google Ads ne sont pas la potion magique du digital !…

Quelques clics suffisent pour s’apercevoir qu’il y existe un fossĂ©, voir un ocĂ©an, entre les prĂ©conisations des plus grands gourous du marketing digital et ce qui est rĂ©ellement fait par les responsables marketing/communication des sites touristiques.

Conscients du boom des voyageurs connectĂ©s, ces derniers prennent souvent un raccourci en s’accordant sur le poncif suivant : prĂ©sence digitale = GOOGLE
 DĂšs lors, la grosse partie des investissements se rĂ©sume Ă  l’animation des pages du site web (en oubliant trop souvent le travail sur le rĂ©fĂ©rencement naturel) de sa page Facebook et l’achat de Google Ads. Or il existe un moyen bien plus efficace d’engager ces « prĂ©cieux » touristes, on l’appelle le marketing de contenu.

Votre cƓur de mĂ©tier est de fabriquer du bonheur

Une fois que vous avez sĂ©lectionnĂ© les points de contacts sur lesquels vous souhaitez ĂȘtre prĂ©sents, vous devez impĂ©rativement dĂ©cider du message que vous allez dĂ©livrer Ă  ce futur client.

A ce stade, vous avez plusieurs options : le contenu publicitaire pur (le fameux « Eat at Joe’s »), l’histoire que vous pouvez raconter (« DĂ©couvrez comment Joe, notre chef, sĂ©lectionne avec passion les meilleurs produits pour nos clients »), et le contenu crĂ©Ă© par vos propres clients (l’exemple le plus connu est celui de Tripadvisor).

Votre activitĂ© est intrinsĂšquement gĂ©nĂ©ratrice d’émotions et de sensations. Vous avez donc tout le matĂ©riel nĂ©cessaire pour rĂ©aliser un marketing de contenu qui vous corresponde. Que vous soyez un restaurant, un centre de plongĂ©e, un parc d’attraction, un city tour, un hĂŽtel
., votre mĂ©tier est de crĂ©er du bonheur ! Alors racontez comment votre passion et votre expertise vont permettre de vivre une expĂ©rience inoubliable Ă  vos clients. Montrez le bonheur de ceux qui sont venus chez vous, faites-les parler avec des mots, des photos et des vidĂ©os. Et enfin, puisez dans cette manne de contenus pour construire vos messages et les positionner au bon moment et sur le bon canal.

Ainsi, vous pouvez ĂȘtre sĂ»r que vos futurs clients trouveront l’inspiration qui dĂ©clenchera chez eux l’envie de venir Ă  leur tour vivre l’expĂ©rience. Chez vous !

Le marketing de contenu est-il dĂ©sormais incontournable pour l’industrie du tourisme ?

Is content marketing a must-go for the tourism industry?

As summertime is nearly here, all the tourism stakeholders are actively preparing the vacation season. At a time when over 76% of the travelers rank the smartphone in their favorites travel accessories (Hotels.comℱ Mobile Travel Tracker), each tourism-related player cannot disregard a solid digital strategy.

Understand the touchpoints

In order to bring the tourists spending some money in your property, the first step is to analyze the whole traveler’s journey, and identify the touchpoints: these specific moments when you can reach your target. There are so many!

Prior to the trip, you’ll find at least three important touchpoints: the inspirational stage (when the future tourist is looking for inspiration for his next vacations), the ground-purchasing stage (transportation tickets + accommodation), the journey preparation (destination activities). During the trip, there are also some touchpoints: airport/railway station, onboard entertainment systems (click here for more info),
 Finally, once arrived at their accommodation, you benefit from additional touchpoints: outdoor display, in-hotel promotion, 


Clearly said, you benefit from a wide range of relevant touchpoints to reach your target.

Google Ads are not the Magic Potion

However, one can easily notice that there is a huge gap between marketing gurus, highly accurate on every new digital marketing trends, and local property owners or communication managers. Although these latter are aware about the travelers’ digitalization, most of them take a too-easy short cut: DIGITAL = GOOGLE. Then the digital investments are summed up in a website (mostly without any attention paid to SEO), facebook page and Google Ads.

There is yet an effective way to engage your audience: the content marketing

Your business is to create happiness

Once you’ve selected the relevant touchpoints for your activity, you have to decide with which message you want to reach the inbound tourist. At this stage you have several possibilities: full advertising content (“Eat At Joe’s”), content that you produce (“Discover how our chief selects the best products at Joe’s”), user generated content (Tripadvisor,
), 
 There is not one magic solution, but it’s a “holy mix” that you need to hatch.

The good news is that your activity is so emotion-rich that you have all the material that you need just under your feet. Should you be a restaurant, a diving center, an entertainment venue, a city tour
Your business is to create happiness! Tell to your targets how your passion and your expertise can generate an emotional trip, that will enlighten the tourist’s journey. Show the happiness of your customers, let them talk about you through texts, videos and pictures.

And then, dig into your own gold mine of content, to inspire your target with such material
at every selected touchpoint.

Libérez-vous des ad-blockers avec la publicité digitale inflight !

Libérez-vous des ad-blockers avec la publicité digitale inflight !

TEADS.TV a récemment publié une étude sur les raisons pour lesquelles les ad-blockers rencontrent un tel succÚs depuis quelques mois.

Sans surprise ce phĂ©nomĂšne trouve ses origines dans l’exaspĂ©ration provoquĂ©e par les pop-ups, publicitĂ©s interstitielles et autres banniĂšres. L’impact est majeur : ce sont quelques 22 milliards de dollars de publicitĂ©s dĂ©pensĂ©s inutilement ! On comprend aisĂ©ment pourquoi le sujet des ad-blockers est au centre des prĂ©occupations des Directeurs Marketing pour 2016.

Par contre, pour ce qui est de la publicitĂ© digitale inflight, ce problĂšme peut ĂȘtre contournĂ© trĂšs facilement.

Comment fonctionnent les ad-blockers ?

En gĂ©nĂ©ral, sur une page web, il y a des espaces rĂ©servĂ©s Ă  la publicitĂ©. Lorsque l’utilisateur charge cette page, automatiquement ces espaces interrogent des ad-servers (serveurs de publicitĂ©) qui, en temps rĂ©el, vont leur envoyer les contenus Ă  afficher.

C’est lĂ  que se trouve le talon d’Achille de ces publicitĂ©s : les ad-serveurs sont extĂ©rieurs (et donc diffĂ©rents) du serveur qui hĂ©berge la page web consultĂ©e. De fait, l’ad-blocker identifie alors immĂ©diatement cette “intrusion” et la bloque. L’annonceur a donc payĂ© pour une publicitĂ© qui n’est malheureusement pas affichĂ©e ! Un beau gĂąchis


Une solution efficace pour la Publicité Digitale Inflight

Les systÚmes de divertissement passagers basés sur le BYOD* connaissent depuis 2015 un essor sans précédent. De fait, le problÚme des ad-blockers est devenu un des sujets systématiquement abordé par les annonceurs.

Dans ce cas de figure, tout le contenu accessible par le passager est dĂ©jĂ  chargĂ© sur le serveur embarquĂ© dans l’appareil. Par consĂ©quent, les outils marketing proposĂ©s par PXCom deviennent indĂ©tectables des ad-blockers installĂ©s sur les devices des passagers. C’est la garantie pour les Marques que leur message atteindra bien systĂ©matiquement leurs cibles !

Pour une publicité responsable

Afin de prĂ©server Ă  la fois l’expĂ©rience passager et l’efficacitĂ© des messages de ses clients, PXCom est particuliĂšrement attentif au respect d’un certain nombre de principes : pertinence du message, cohĂ©rence du contenu et intrusion minimale.

Sur la base de ces principes, qui conduisent Ă  une sĂ©lection rigoureuse des annonceurs et des messages, PXCom peut ainsi garantir la dĂ©livrance d’une expĂ©rience de marque optimale.

*Bring Your Own Device : le contenu est accessible depuis la tablette ou le smartphone du passager pendant le vol.

PXCom_Infographics_ad_blockers

Libérez-vous des ad-blockers avec la publicité digitale inflight !

Inflight digital advertising: bypass the ad-blockers issue

A recent survey conducted by TEADS.TV highlights the main reasons leading to the recent rise of ad-blockers on personal devices.

Unsurprisingly, this survey shows clearly that the ad-blockers targets the popups, interstitial ads and banners. With an estimated $22b revenue lost in 2015, the ad-blockers’ popularity has quickly become a major issue in the world of Digital Advertising.

When it comes to Inflight Digital Advertising, this issue can be easily dismissed!

How do ad-blockers work?

Generally, in a web page there are some specific spaces dedicated for digital advertising. When the user connects to this web page, these specific spaces retrieve advertising content from dedicated ad-servers.

Since the ad-server is an external server from the one which hosts the selected web page, the ad-blocker detects the “intrusive” content, and eliminates it automatically. The advertiser has paid for an ad, which actually does not reach its target.

An effective Inflight Digital Advertising solution for passengers’ devices

As the inflight entertainment based on BYOD mode (Bring Your Own Device) is dramatically rolling out, the issue of the ad-blockers has become a Frequently-Asked-Question from advertisers.

Yet, in such case, all the content, including the advertising one, is hosted on the same server: the one which is on-boarded in the aircraft.

Thanks to that, PXCom solutions are not detected by ad-blockers, guarantying the advertiser that its content will always reach the passengers!

For a sustainable inflight advertising

In order to serve both passenger’s experience preservation and advertising effectiveness, PXCom strongly believes that the advertisements should respect a couple of requirements: relevance, inflight content consistency and easy-to-skip messages.

Relying on these beliefs, which lead to a handpicked selection of contents and advertisers, PXCom can guarantee a maximized brand experience delivery.

PXCom_Infographics_ad_blockers

PXCom and IMM International partner and open new revenue stream

PXCom and IMM International partner and open new revenue stream

PXCom is usually well known in the IFE industry for its interactive destination guides, which enhance airlines’ passengers experience, while generating ancillaries through destination-related advertising.

In order to boost the ancillary generation for the airlines, the company has decided to partner with IMM International (www.imm-international.com). This world-leading group has a 30-year of proven track record in inflight media advertising, serving 150+ airlines with one of the major brands portfolio.

“Our expertise lies in supporting brands in their multi-channel campaigns aiming at reaching the traveler, including digital”, explains Nicolas DEVOS, IMM’s CEO. This encompasses pre- and post-flight. The partnership with PXCom brings now the missing piece of the puzzle: the digital inflight advertising”

This unique offering enables any brand to roll-out an efficient digital inflight advertising campaign, regardless of the IFE platform. The advertisers select their campaign’s features, and IMM/PXCom platforms redirect the right ads on the right targets.

“IMM brings the advertisers, their expectations and a strong mobile & web advertising experience to reach the travelers. Thanks to that, we have started to connect our platform with a couple of IFEs, for every stakeholder’s benefit”, comments Cyril JEAN, PXCom’s CEO, “We work with the airlines and IFE manufacturers, in the assets definition, in order to get the right balance between #PaxEx and expected revenues. Then we connect to the IFE, and open a new revenue stream for the airline.”

El nuevo marketing turĂ­stico se hace dentro de los aviones

El nuevo marketing turĂ­stico se hace dentro de los aviones

Mientras las empresas y promotores de turismo buscan canales de comunicaciĂłn con los viajeros, tanto en tierra como en la web estamos llegando al punto de saturaciĂłn.

El turista estå expuesto a una sobrecarga de información, mejor dicho de anuncios promocionales, desde que elige su destino hasta que llega a él. Esto dificulta enormemente la visibilidad de las empresas que quieren darse a conocer. Por un lado la competencia por los espacios es dura y por el otro el uso de adblockers no deja de aumentar.

Es en pleno vuelo que anunciantes y pasajeros pueden conocerse mejor

Rumbo a su destino, hay un momento clave en el que el pasajero cuenta con el tiempo y atenciĂłn ideal para descubrir nuevas ofertas: Durante el vuelo.

Al momento del despegue, el pasajero deja atrås su vida cotidiana y empieza a vivir la experiencia de su viaje.

Es entonces que los turistas buscan “matar el tiempo” y aprovechan esas horas para planificar su estancia u ojean las revistas a bordo en busca de inspiraciĂłn.

the best moment to promote your brand is inflight

Las principales ventajas de hacer campañas digitales a bordo

  1. Cualitativamente, los pasajeros son un pĂșblico calificado. A diferencia de internautas extranjeros que ven sus anuncios en su lugar de residencia, quienes estĂĄn embarcando rumbo la ciudad donde usted se encuentra ya han pasado los filtros de segmentaciĂłn.

    Véalos como clientes potenciales encapsulados en un medio de transporte llegando a pocos kilómetros de usted.

    El reto es colocar a su negocio se encuentre en la lista de los “must” a realizar.

  2. Los volĂșmenes estĂĄn en constante crecimiento. Nunca las personas han viajado tanto en aviĂłn y eso se refleja en el constante aumento del trĂĄfico aĂ©reo (+5% anual). Los vuelos son mĂĄs baratos, se abre nuevas rutas, los aeropuertos amplĂ­an sus instalaciones.
  3. Nivel de engagement a tope. El pasajero tiene muchas expectativas relacionadas con el disfrute, La predisposición a la compra es muy alta y lo mejor de todo es que tiene un presupuesto totalmente dedicado.
  4. Los espacios son accesibles. Al ser un nuevo medio es posible obtener tarifas de introducción. Se sorprenderå saber que una campaña digital en un avión puede costar menos que en las revistas impresas.
  5. DiferenciaciĂłn. Nada mejor que salir del montĂłn anunciando en un nuevo medio digital, ademĂĄs el Ășnico disponible dentro del aviĂłn. La recordaciĂłn de la marca y de la oferta serĂĄn mucho mĂĄs profundas.
  6. Contenido selecto, Sin adblockers ni falso tråfico. Los contenidos son difundidos a través de un servidor interno, al cual el usuario puede conectarse con toda seguridad, mientras que el anunciante tiene también la garantía de que los clics que recibe no provienen de fuentes dudosas.

Con todas estas ventajas, la publicidad digital dentro de las aerolíneas encaja perfectamente en su plan de marketing turístico, tanto online como offline, mejorando su impacto.

Une association strategique au service de l’experience passager

Une association strategique au service de l’experience passager

Entreprises innovantes au service de l’ExpĂ©rience Passager, les sociĂ©tĂ©s PXCom et Adaptive Channel ont conclu un partenariat visant Ă  proposer une offre commune de contenus et services dĂ©diĂ©e aux acteurs du transport aĂ©rien.

Adaptive Channel est le pionnier de la presse digital aux passagers et en quelques annĂ©es, la sociĂ©tĂ© est devenue un acteur majeur du secteur.. AprĂšs avoir lancĂ© le service de presse digitale d’Air France en premiĂšre mondiale, Adaptive Channel a rĂ©alisĂ© les dĂ©ploiements de presse digitale et de divertissement pour de nombreux opĂ©rateurs aĂ©riens et aĂ©roportuaires comme Air Caraibes, SAS, TAP Portugal, AĂ©roport de Paris, AĂ©roport de Nice, AĂ©roport de Toulouse. Par ailleurs la sociĂ©tĂ© est Ă©galement prĂ©sente dans le ferroviaire et le taxi notamment avec Thalys et Taxis G7. Sa plateforme ACES, Adaptive Content Entertainment System, permet aux passagers de disposer d’un bouquet de titres quotidiens, hebdomadaires ou mensuels sur une tablette mise Ă  leur disposition ou directement sur leur propre appareil mobile (tablette/smartphone/laptop).

« Avec ce partenariat, les operateurs pourront facilement amĂ©liorer l’expĂ©rience passager tout en rĂ©duisant leurs couts avec la presse digitale d’Adaptive et en gĂ©nĂ©rant des revenus complĂ©mentaires avec les guides de PXCom, c’est simplement unique ! », note David FAIRAND, DG d’Adaptive Channel.

« Ce rapprochement stratĂ©gique permet Ă  nos deux entreprises de proposer une offre de contenu complĂšte, pouvant s’intĂ©grer facilement dans l’application mobile de la compagnie de transport », indique Cyril JEAN, DG de PXCom. « Les passagers concentrent ainsi dans une seule App, celle de la compagnie aĂ©rienne, les infos sur leur vol, leur sĂ©lection de presse digitale, le guide Ă  destination incluant une sĂ©lection d’offres commerciales, le plan de l’aĂ©roport,
 »

Une association strategique au service de l’experience passager

Adaptive Channel and PXCom: A strategic agreement to leverage #PaxEx

PXCom and Adaptive Channel, have entered into partnership in order to provide a comprehensive passenger experience combining software applications and custom mobile content.

“This partnership generates a unique opportunity for any travel operator improving passenger satisfaction, reducing costs and generating revenues. Adaptive’s digital platform already serves a number of clients across the hospitality sectors and including PXCom’s extensive travel guide capability greatly enhances the proposition”, noted David Fairand COO of Adaptive Channel.

“This strategic partnership enables both companies to market a comprehensive content offering which can easily be integrated into transport companies own mobile application” said Cyril Jean, CEO of PXCom, “Passengers can experience flight information, digital press, travel guides and retail opportunities all within a single, unified application.”

Adaptive Channel will be present at APEX Asia and FTE Asia (please contact david.fairand@adaptive-channel.com to set up a meeting)

Lanzamos la publicidad digital en vuelos internacionales

Lanzamos la publicidad digital en vuelos internacionales

Durante nuestra presencia en al feria Aircraft Interiors Expo 2016, nos sorprendió gratamente ser reconocidos por grandes actores de la aviación comercial.

Pudimos constatar la aceleraciĂłn del equipamiento de los aviones con redes locales de Wi-Fi y pantallas interactivas, lo cual nos abre mayores oportunidades de comunicaciĂłn directa con el pasajero.

Cyril Jean, CEO de PXCom en Aircraft Interiors Expo 2016. Crédito foto: Maxim Sergienko.

De cara a esta demanda de contenidos, hemos decidido establecer una alianza con el líder de la publicidad a bordo, IMM Internacional (www.imm-international.com).

IMM Internacional lleva mĂĄs de 30 años brindando espacios publicitarios a bordo de mĂĄs de 150 lĂ­neas aĂ©reas para las marcas mĂĄs importantes del mundo. “Nos especializamos en difundir campañas multicanal dirigida al turista antes y despuĂ©s del vuelo”, explica Nicolas Devos, CEO de IMM. “La alianza con PXCom nos aporta la pieza que faltaba a nuestro engranaje: una plataforma de medios digitales en el medio de transporte.”

Esta alianza permitirå a los directores y agencias de marketing desplegar campañas mucho mås eficientes sea cual fuese el sistema utilizado por la línea aérea.
Los anunciantes seleccionan los paråmetros de sus campañas y nosotros los conectaremos con la mejor audiencia en los aviones.

“IMM aporta su amplia cartera de anunciantes. Gracias a ello, hemos empezado a trabajar con 2 nuevas aerolĂ­neas”, comenta Cyril Jean, CEO de PXCom.

De esta manera ofrecemos guĂ­as turĂ­sticas de cada destino y espacios puramente publicitarios. Nuestra filosofĂ­a es preservar el equilibrio perfecto entre la experiencia del pasajero y un mayor impacto para nuestros anunciantes.

Personalizing the passenger experience: when media becomes a value-added service

La personnalisation de l’experience du passager quand le media devient un service a valeur ajoutee

La fulgurante adoption en masse des smartphones et des tablettes, ainsi que l’accĂ©lĂ©ration technologique associĂ©e ont amorcĂ©, depuis un peu plus de deux ans, la nĂ©cessaire digitalisation des systĂšmes de divertissement passagers des compagnies de transport (avions, bus, taxis
).
Les rĂ©cents systĂšmes de divertissement Ă  base de portail wifi Ă©tant de facto digitaux puisque conçus avec les technologies qui peuplent notre quotidien, ce sont les Ă©crans traditionnellement intĂ©grĂ©s dans les siĂšges passagers qui vivent aujourd’hui cette rĂ©volution. Ils deviennent en effet des mĂ©dias digitaux capables de converser avec le smartphone du passager. Une rĂ©volution qui ouvre de fabuleuses perspectives !

Quelle est l’étape suivante ?

Un des Ă©lĂ©ments de rĂ©ponse se trouve dans les grandes tendances du marketing digital. Exit les popups sauvages, exit une exposition Ă  des messages qui n’intĂ©ressent pas l’utilisateur. Qui, lorsqu’il se connecte au portail wifi d’une gare, d’un aĂ©roport afin d’accĂ©der Ă  Internet, regarde encore les messages publicitaires qu’il comporte ? Lorsqu’on est forcĂ© de patienter quelques secondes le temps que le prĂ©cieux message soit diffusĂ©, qui en retire une expĂ©rience utilisateur positive ?…
Ces systĂšmes de divertissement passager eux, ont un atout majeur : leur retard sur le monde des smartphones, mĂȘme si celui-ci se rĂ©duit de jour en jour. En effet, il s’agit pour cette industrie de retenir les principaux enseignements des diffĂ©rentes voies explorĂ©es par le digital, ses succĂšs et ses Ă©checs.

Que nous montrent les derniĂšres Ă©tudes ?

Le message publicitaire est acceptĂ© et intĂ©grĂ© par celui qui le reçoit, s’il est en phase avec le contexte de la cible. Dans le cas contraire, son Ă©metteur s’expose Ă  ĂȘtre dĂ©finitivement bloquĂ© par un « ad-blocker ». Autrement dit, l’ensemble des dĂ©veloppements des outils marketing sont actuellement concentrĂ©s sur la personnalisation des messages.
Par consĂ©quent, si les compagnies de transport souhaitent maximiser les bĂ©nĂ©fices de leur investissement dans un systĂšme de divertissement passager, l’ensemble des acteurs de l’écosystĂšme doit concentrer ses efforts sur les moyens de crĂ©er une personnalisation de l’expĂ©rience passager. De #PaxEx, nous devons passer Ă  #MyEx. D’autant que le passager s’attend Ă  de la valeur ajoutĂ©e. De simples supports publicitaires, les systĂšmes de divertissement passagers doivent donc devenir des plateformes de services.

La proposition de PXCom

Dans ce contexte, la sociĂ©tĂ© PXCom a modĂ©lisĂ© le processus de personnalisation de l’offre de services Ă  destination, en tenant compte de l’état de l’art de la technologie Ă  disposition dans les systĂšmes de divertissement passagers ainsi que de son futur proche.
Les dĂ©tails de cette modĂ©lisation, feront l’objet des prochaines publications de PXCom. Cependant, vous pouvez d’ores et dĂ©jĂ  dĂ©couvrir le rĂ©sultat de cette modĂ©lisation dans l’infographie ci-jointe.
Celle-ci est divisĂ©e en trois sections : le cercle vertueux de la personnalisation, une cartographie des facteurs de personnalisation, et l’introduction du contenu gĂ©nĂ©rĂ© par l’utilisateur.

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