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Online Marketing Solutions for the Cyprus Tourism Sector

Navigator completed a blended learning programme for a group of eight tourism enterprises from Paphos, Cyprus. The programme included 2 days of training followed by a one-day consultancy visit to each participating enterprise. The training included online marketing methods for hotels, travel agencies and other tourism sector companies.

 

Navigator completed a blended learning programme for a group of eight tourism enterprises from Paphos, Cyprus. The programme included 2 days of training followed by a one-day consultancy visit to each participating enterprise. The training included online marketing methods for hotels, travel agencies and other tourism sector companies.

The internet has become the defining marketing tool for tourism destinations and service providers. Yet most small hotels and travel agents do not have the skills necessary to effectively market online. Instead, they rely on external web designers and other service partners, who are project-based and usually do not have a long-term perspective on tourism strategy.

The Navigator training programme provided eight Cyprus tourism companies with tangible skills and competencies:

  1. Developing a realistic, measurable online tourism promotion strategy across a range of online channels and tools

  2. Search engine optimisation (SEO) tactics for higher ranking on Google and other search engines, including use of Google Adword keyword tool finder, Google Webmaster, and Google Analytics

  3. Developing effective content management systems (CMS) for regular updating of tourism news, references, services and events

  4. Online marketing via third party channels, including Booking.com and other Online Travel Agencies (OTAs), TripAdvisor.com, and other online travel sites and directories

  5. Social media marketing and promotion using Facebook, LinkedIn, Youtube, Google Plus, Google Maps, Pinterest and other popular platforms

The training was attended by eight tourism enterprises in Paphos and Limassol, Cyprus, including:

Kefalos Beach Tourist Village, Paphos

http://www.kefalos.com.cy/

Kefalos comprises the Kefalos Hotel, located in a beautiful site on the Paphos seafront, and the Damon Hotel Apartments, which are located inland. A key differentiator are the weddings and other events offered by the Kefalos Hotel.

Capital Coast Resort and Spa, Paphos

http://www.capitalcoastresort.com/

The Capital Coast Resort and Spa was built in 2008 and is one of the most recent hotel constructions in Cyprus. It comprises well-furnished hotel apartments around a central pool, on the seafront.

Sofianna Hotel, Paphos

http://www.sofianna.com/

The Sofianna Hotel is located in a walled garden in Kato Paphos. It features a range of hotel apartments located around a pool, as well as a unique garden.

Anemi Hotel Apartments, Paphos

www.anemihotelcyprus.com/

The Anemi Hotel is a 4* hotel apartment in Kato Paphos, located near the harbour and Castle of Paphos. The hotel has recently been fully renovated. The Anemi Hotel has also recently re-launched their website.

Kissos Hotel Paphos

http://www.kissoshotel.com/

The Kissos Hotel is located in the Paphos Tourist Area, and comprises a new and old wing. The hotel has hotel rooms, suites and hotel apartments.

Helios Bay Hotel / Kotsias Estates, Paphos

www.heliosbayhotel.com/‎

The Helios Bay Hotel is located on a unique garden in the Paphos Tourist Area. The gardens extend toward to the sea shore, and provide beautiful views of the Mediterranean Sea. Seven villas, branded as Kotsias Estates, are also part of the same group and are located near the Coral Bay.

Cyprus Dream Weddings

www.cyprusdreamweddings.com

Cyprus Dream Weddings is a premier wedding planner in Paphos, Cyprus. The company handles between 150-200 weddings per year, and is one of the main specialists in this field in Cyprus.

AL Mantovani & Sons

http://www.almantovani.com/

AL Mantovani & Sons is a ship management and travel agency based in Limassol. The company was founded in 1856, and offers corporate and group travel, event management, shore excursions, ticketing and range of other travel services.

The training agenda comprised:

 

Monday, 29 April 2013

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

  • Basic elements of online tourism marketing strategy and campaign management

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

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

  • Understanding web statistics: using Google Analytics

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

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

 

10:45 – 11:00 Morning Coffee Break

 

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

  • On-site SEO: keywords in text

  • On-site SEO: keywords in site structure

  • Off-site SEO: linking and link exchange strategies

  • Off-site SEO: traffic strategies

 

12:30 – 13:30   Lunch Break

 

13:30 – 15:30   Tourism Content Development

  • Company Information and News

  • Destination Information and News

  • Tourism and Destination News and Events

  • Blogging and Site Development

  • Calls to Action and Page Sculpting

 

15:30 – 15:45 Afternoon Coffee Break

 

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

  • Facebook

  • LinkedIn

  • Google+

  • Twitter

  • Youtube

  • Pinterest

  • Other Networks

 

Tuesday, 30 April 2013

 

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

  • PPC campaigns using Google Adwords

  • PPC campaigns using Facebook

  • Branded advertising campaigns

  • Conversion rates and Return-on-Investment (ROI)

 

10:45 – 11:00 Morning Coffee Break

 

11:00 – 12:30 Outbound Marketing and CRM

  • Customer database development

  • Exporting contacts and consolidating databases (including social media)

  • Creating email and newsletter campaigns using Mailchimp

  • Monitoring email campaign results (campaign statistics)

 

12:30 – 13:30   Lunch Break

 

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

  • Optimising for hotel booking sites such as booking.com

  • Optimising for airlines

  • Optimising for travel guides and reviews such as Tripadvisor.com

 

15:30 – 15:45 Afternoon Coffee Break

 

15:45 – 17:15 Online Tourism Promotion Campaign Management

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

  • Time / cash trade-offs

  • Campaign design and monitoring

  • Return on investment monitoring

 

Conclusions and Closing