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MEXICO

Email Blast in Travel
by Rodrigo Esponda

MEXICO WIKI

Publication date: September 2007

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In today's highly technological and digital driven society massive emails are still increasingly used to broadcast a message; but, how effective it is for tourism marketing purposes when travelers are looking for unique experiences and business to stand out from the rest?

MARKETING AND WEB 2.0

Since the Internet boom, email messages have been esteemed as a marketing tool because of its low cost and relative measurability. However, hasn't Web 2.0 with blogs, wikis, social networks, file-sharing and podcasts changed the way travel marketing must be done? The travel and tourism industry is being transformed by operators and by clients in ways that were not possible five years ago.

Now for a reasonable price small companies and entrepreneurs can easily build-up creative web sites where travelers, actual and potential, can actively review and share travel experiences by blogging, chatting live, uploading photos and videos, listening podcasts, pulling news (RSS) or becoming part of a social or virtual network.

For business to business purposes it is even more attractive to take marketing strategies to the next level. Competitive travel companies are showcasing services, destinations and experiences in virtual trade shows and webcasts, offering training through webinars, replacing press releases with industry-only blogs and video blogs, qualifying RFPs and placing free advertisements.

The question is 'are travelers and businesses across the board taking advantage of the web 2.0 for tourism and travel purposes?'

TRAVELERS

Among travelers probably there are significant psychographic differences, especially between markets (geographically segmented), generations (boomers, X, Y and millennials), lifestyles and interests. Well-educated tourists all over the world scrutinize available bits of information thoroughly before traveling. In most cases the Internet is the main source of information, no matter how, when, and where they finally decide to close the booking.

Businesses have been using technology to innovate, maximize resources and reach new markets. The Internet has revolutionized entirely the travel industry. However, still there are more conservative sectors where the internet has also been seen as a threat, not a value added. Those businesses who have not yet taken advantage of the web 2.0 represent the biggest potential, especially because the industry as a whole would be benefited with a better marketing.

The more precise information available in the internet, the better for travelers and businesses alike. Web 2.0 and the traveler-generated content media, additionally, but especially as a related consequence, are increasing the social and cultural awareness of millions. So with that said, why keep polluting the digital world with the email blast?


AUTHOR

Rodrigo Esponda, is Deputy Director of the Mexico Tourism Board in New York and will start teaching this fall as Adjunct Faculty of the Preston Robert Tisch Center for Hospitality, Tourism and Sports Management at New York University.


FEATURES

g Email 101
g Strategies for using Web 2.0 for Travel Operators and Visitors
b It's Time to Stand Up to Your Email - Wall Street Journal


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