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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. “
“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.
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!
When we know that it is possible to fit out an airplane with a WiFi portal to which passengers can connect with their own smartphone or tablet, offering some content, such as destination guides, a handful of TV shows, music, and above all the full inventory of on-board sales from snacks to duty-free goods, and all of this for under $20,000… 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
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!
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…
Let’s talk Passengers’ Engagement
In less than 5 years PXCom has become a key player in the Digital Inflight Entertainment, providing airlines with interactive contents that both leverage their passengers experience and generate ancillaries.
This expo will be the opportunity to unveil new airlines that onboard XPlore by PXCom the end-to-end solution that aggregates destination guides, deals and services.
With a focus on “Meeting your passengers’ expectations”, PXCom will also unveil new personalization features, as well as new contents.
PXCom and its media sales partner IMM International will welcome you on the French Pavilion, IFE zone, booth #3C40B.
Be sure to attend #AIX2019 on http://www.aircraftinteriorsexpo.com/
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
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.
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!
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.
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
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.
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.
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?
NXP Smart Tour for IoT stopped by Bordeaux yesterday. Our technical team was there!
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!
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.
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.
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.
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.
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?
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.
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.
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 !
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.
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 !
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.
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 !
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’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.
Just 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.
PXplorer®: The ultimate toolbox for sightseeing tours
Thanks to our PXPlorer®, 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).
PXplorer® 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 estará presente en Aviation Festival, uno de los principales eventos mundiales que reúne a los líderes de la industria aeronáutica. Allí se presenta la última tecnología y servicios para las líneas aéreas.
El evento se realizará en Londres del 7 al 9 de setiembre. Los asistentes podrán encontrar a nuestro CEO, Cyril Jean en el stand #63. Además brindará 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:
- Creación de un medio interactivo con guías turísticas y ofertas en el destino.
- Monetización de IFEC gracias a contenidos
- Los procesos rumbo al full Digital Inflight Advertising
¡Esperamos verles ahí! Si desea reservar una reunión, ingrese aquí here
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
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.
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
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.
Of course, it needs a consistent strategy that involves all players in the local ecosystem.
For example, we found very promising initiatives in Spain:
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!
“Don’t hide from summer”
Have a good season!
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 está dando cuenta que es en vacaciones cuando pueden dedicarse plenamente al cuidado de sus cuerpos.
Vivir mejor para vivir más
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 están en la lista de sitios a visitar en el verano?
Porque aún están relacionados con el dolor. En ese caso, un gimnasio también es un lugar dedicado al dolor físico.
¡Aja! Eso quiere decir que la clave está 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 turístico, ¡hay buenas noticias! El mercado está en boga y es enorme. Según un reciente estudio, el turismo médico representa millones de dólares, y el crecimiento anual está calculado en 25% durante los próximos 10 años.
Es más, al menos 3% de toda la población mundial tomará 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 paraíso
Según el mismo estudio, los principales destinos médicos para el turista americano son: Canadá, Reino Unido, Israel, Singapur y la India.
¿Y qué tal si eligiesen Barcelona, Mallorca o Tenerife? Sea cual fuese su malestar, sin duda se sentirán mucho mejor.
Hay 3 grandes criterios para tomados en cuenta para subir posiciones en el ranking, a los cuales yo les agregaría un cuarto:
- El entorno ofrecido por el destino
- La organización del turismo médico
- La calidad de los servicios e instalaciones
- Precios competitivos
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 está en la posición 11. Mientras tanto, el Reino Unido, recibiendo la mitad de turistas se ha colocado en el segundo lugar.
Por supuesto, crear una oferta de turismo médico requiere la organización de todos los actores del ecosistema local.
Por ejemplo España está realizando esfuerzos notables:
Gracias a iniciativas como estas, poco a poco, la oferta de servicios de salud se está 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 decidí terminar este post con algo de inspiración.
Tener la mejor oferta no es suficiente, la creatividad puesta en la campaña de publicidad es clave. Al fin de cuentas, los beneficios serán siempre mayores.
“Don’t hide from summer”
Have a good season!
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!
La tecnología 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 tráfico 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 conexión
Este vuelo fue muy especial para nosotros, ya que fue el primero en difundir nuestra guía interactiva. Así, millones de pasajeros tendrán en sus manos la información más actualizada y dinámica existente dentro de un avión. Los turistas descubrirán los puntos de interés y actividades esperando por ellos en su destino.
La información está organizada en diferentes secciones: See&Do, Restaurantes, Shopping, Playas, y otras más basados en contenidos de ArrivalGuides, el más grande editor de guías digitales del mundo.
Nuestros primeros auspiciadores también empiezan a promocionarse de manera innovadora a través de sus PXPage (páginas multimedia). Las funciones incluyen: un botón call-to-action, la emisión de cupones y pre-reservación de actividades dentro del avión.Para más información: Contáctenos
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…
As 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
A menos que hayas estado totalmente desconectado estos últimos días, debes haberte sorprendido con el fenómeno de Pokémon Go. Con más de 20 millones de descargas en solo 2 semanas, hemos visto la euforia desatada por los POcKEt MONsters 20 años después de su aparición. Es la primera vez que un videojuego en línea 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 más simple es instalar y conectarse al juego con una cuenta de Google. Lanza el juego y verás si tienes cerca una Pokeparada (lugares donde los jugadores pueden obtener ítems) o Gimnasios (donde se realizan las batallas).
Sí 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 más tráfico de transeúntes puedes invertir algo de dinero, como el restaurante de pizzas L’inizio en Nueva York, compando algunos inciensos. Son ítems que se colocan en las Poképaradas para atraer más criaturas, y por consecuencia más 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
Rellena un formulario en este enlace. Mientras tanto, localiza los puntos más 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.
¡Que tengas una excelente temporada!
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)
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.
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!
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 económicas en los países emisores se ve minimizado por un hecho contundente: los turistas siempre buscarán alternativas más económicas para llegar a su destino. Internet se las da.
El sector hotelero en plena transformación digital
Por por Airbnb ni tenemos que preocuparnos. Ellos lograron crear un modelo de negocio que les genera ingresos sin crisis y con crisis aún más.
Son más bien los grandes hoteles quienes de a pocos y con paso firme están apuntando a reforzar sus ingresos a través del e-commerce, como Meià que prevé invertir 100 millones de euros en su transformación digital, mejorando sus canales de venta online y en el desarrollo de ‘apps’ (1). Que los rentabilizará, seguro que sí.
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 garantía de obtener el mejor precio, se contenta con tener en mano el billete de avión y la reserva de su alojamiento. Con los pies en su destino y teniendo dónde dormir, ya tiene asegurada la tan deseada evasión.
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 más de 66% de actividades sean elegidas durante y después del vuelo. (2)
El medio de transporte conectado
El despegue del avión marca el inicio de la experiencia en el destino, físicamente Mark and Julia aún no están ahí, pero sus mentes ya están totalmente puestas en las calles y playas de Mallorca. Es ahí 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. Fácilmente podemos asumir que esta cifra se volcará a medios digitales a bordo. (3)
El destino se vuelve inteligente
Hasta hace poco calificábamos a una ciudad por sus monumentos y su gente, pero últimamente constaté que como turistas también 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 habrá recolectado suficientes datos como para acompañarle en sus próximas vacaciones.
¿Está su estrategia digital lista para una crisis?
Para ser prácticos, pongámoslo como una checklist:
☑︎ Sitio web optimizado para móviles.
☑︎ 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.
Anécdota, durante el boom de tráfico de turistas a Canarias, fui a reunirme con el jefe de marketing de una importante empresa de alquiler de autos. Muy liado me contó que se había 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 único problema que te deseo. Por favor, no lo tomes a mal.
(2) Fuente: SITA IT Trends 2016
(3) Fuente: Ink-Global 2016
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
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, Melià 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
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.
(2) SITA IT Trends 2016
(3) Ink-Global 2016
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.
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.
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:
- Travelers mainly use TripAdvisor before their actual journey, during the booking process of the two pillars: transportation and accommodation.
- 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!
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.
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.
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.
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.com™ 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.
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 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.”
Mientras las empresas y promotores de turismo buscan canales de comunicación con los viajeros, tanto en tierra como en la web estamos llegando al punto de saturación.
El turista está 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 atención ideal para descubrir nuevas ofertas: Durante el vuelo.
Al momento del despegue, el pasajero deja atrás 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 inspiración.
Las principales ventajas de hacer campañas digitales a bordo
- Cualitativamente, los pasajeros son un público calificado. A diferencia de internautas extranjeros que ven sus anuncios en su lugar de residencia, quienes están embarcando rumbo la ciudad donde usted se encuentra ya han pasado los filtros de segmentación.
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.
- Los volúmenes están en constante crecimiento. Nunca las personas han viajado tanto en avión y eso se refleja en el constante aumento del tráfico aéreo (+5% anual). Los vuelos son más baratos, se abre nuevas rutas, los aeropuertos amplían sus instalaciones.
- 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.
- Los espacios son accesibles. Al ser un nuevo medio es posible obtener tarifas de introducción. Se sorprenderá saber que una campaña digital en un avión puede costar menos que en las revistas impresas.
- Diferenciación. Nada mejor que salir del montón anunciando en un nuevo medio digital, además el único disponible dentro del avión. La recordación de la marca y de la oferta serán mucho más profundas.
- Contenido selecto, Sin adblockers ni falso tráfico. 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.
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 firstname.lastname@example.org to set up a meeting)
What was the spending habits of tourists in 2014?
Let’s see this infographics…
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 aceleración del equipamiento de los aviones con redes locales de Wi-Fi y pantallas interactivas, lo cual nos abre mayores oportunidades de comunicación directa con el pasajero.
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 más de 30 años brindando espacios publicitarios a bordo de más de 150 líneas aéreas para las marcas más importantes del mundo. “Nos especializamos en difundir campañas multicanal dirigida al turista antes y después 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 permitirá a los directores y agencias de marketing desplegar campañas mucho más eficientes sea cual fuese el sistema utilizado por la línea aérea.
Los anunciantes seleccionan los parámetros 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 aerolíneas”, comenta Cyril Jean, CEO de PXCom.
De esta manera ofrecemos guías turísticas de cada destino y espacios puramente publicitarios. Nuestra filosofía es preservar el equilibrio perfecto entre la experiencia del pasajero y un mayor impacto para nuestros anunciantes.