Over 3/4 of Internet users (77.7%) used Internet to book hotel room. The second most common practice is to book by phone (33.3%).

Before finalizing the booking, 90% of the Internet users surf on the web to look for information that will confirm their choice of the hotel. This media has thus far exceeded the travel guides (16.8%) and travel brochures (10.3%). Traditional media such as magazines, TV, newspapers and radio are used for this purpose only by a tiny minority of Internet users.

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Tourism Industry, especially based in Europe and Northern African, must find new markets and diversify its clientele. Why not France?

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Some figures: more than 300 million people in the world are members of a social networking site. They spend more than 5 hours per month in it on average (the Australians and the Russians are the most addicted with more than 7 hours of use).

Social networking becomes the main source of information for travelers. 77% of the internet users refered to comments & suggestions to organize the best value for money trip.Why ? People need to discuss around to confirm their choice. Comments count as they are numerous, fresh, trustworthy and genuine.

Some basic recommendations on how to federate and manage online community:

The basis relies on the members as the community creates teh community. LISTEN TO IT.
Show your community is alive. Enhance its activities. OPEN THE DISCUSSION
Motivate daily the community. PROPOSE AND SPOIL WITH INFORMATION.
Moderate it, even though you have to let it express. MAKE THE BEST OF ITS OPINIONS.
Reward its members with special offers and promotions, but cautiously. ANIMATE IT.

BE YOURSELF AND BE PROFESSIONAL.

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Spring has arrived with some optimistic figures for the tourism indusry!

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Indeed, number of French Travellers are still growing in many foreign countries whereas British and German markets are dramatically declining. According to the DGCIS, more than 26% of them travelled abroad, totalling 20,5 millions in 2008. Even the length of stay increased. In Indonesia, for example, the growth of French tourists exceeds 28% compared to 2007. Both German, UK and even Dutch markets declined.

Thus, France  has been recently held in higher regard by some destinations from all over the world. Texas, Estonia, Peru and Colombia, to name a few, have set up a partnership with representation offices in France to promote their destination to the French trade and media. This is the usual first step to get familiar with the market. Let's make sure this is a long term strategy as it takes always time for the French to discover a new destination. They need long term relationships to be reassured... But once the path is mapped for them, their loyalty remains.

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Unavoidable

Internet has become the main source of information when it comes to holiday’s organization (75% of the French holiday makers). Customers now make decisions on their own terms, relying - in seconds - on friends, family, colleagues, and other trusted networks to inform their opinions. With this in mind, it is critical for any travel related company to build and manage its online presence to meet these new customer expectations. Key benefits exist for those that develop core market online strategies to cover an international online focus.

Good value-for money

Online marketing gives you the ability to reach a wide but targeted audience for a fraction of the cost of traditional advertising budgets.

We tie together creative and technical aspects of the internet, including design, development, advertising and sales and our online services include search engine marketing, display advertising, e-mail marketing, affiliate marketing, interactive advertising, online reputation management and also Social Media Marketing Methods such as blog and viral marketing.

While the online techniques can be complicated and specialized, the essence of the activity resides in traditional marketing ethics - placement of brand, distribution, pricing, communication etc. However, the opportunity is greatly enhanced due to the wide audience targeting and paradoxically the one-one relationship that potentially exists between organization and customer.

Key benefits of an internet travel marketing campaign include:

• Convenience: An internet travel marketing campaign puts an organization's message in front of consumers precisely when and where they want it.
• Customization of  on line advertisements  & easy to change
• The flexibility advantage: it enables advertisers to cost-effectively launch ad campaigns at short notice in response to specific needs. Easy to implement and easy to withdraw.
• Immediate publishing of information and content
• The ability to run multiple campaigns
• One-to-one vs. one-to-many approach: The targeted user is typically browsing the internet on their own, and the marketing messages reach them personally.
• Demographics targeting vs. behavioral targeting: Off-line marketers typically segment their markets according to age group, sex, geography, and other general factors. Online marketers have the luxury of targeting by activity. This is a deeper form of targeting, since the advertiser knows that the target audiences are people who engage in a certain activity e.g. searching for flights, uploading photos, blogging etc.
• Measurability: Almost all aspects of an online travel marketing campaign can be traced, measured, and tested.

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