clia river cruise conference 2016 amsterdam · best marketing promotion of river cruise – retail....

CLIA River Cruise Conference 2016 Amsterdam 20 - 21 November 2016

Lucy Huxley & Andy Harmer

CLIA River Cruise Conference 2016


Best River Cruise NewcomerREADER OFFERS LTD

Best Marketing Promotion of River Cruise - OnlineTHE CRUISE VILLAGE

Best Marketing Promotion of River Cruise - HomeworkerCRUISE.CO.UK

Best Marketing Promotion of River Cruise – RetailBALDWINS TRAVEL

River Cruise Ambassador of the YearMARGARET MCCORRISTON - PLANET CRUISE

River Cruise Agent of the YearJULIET ARCHER - BLUE WATER HOLIDAYS

Best Overall Performance NorthRIVER VOYAGES (WTH UK)

Best Overall Performance SouthIGLU CRUISE / PLANET CRUISE


#RiverConf16


CLIA River Cruise Conference Questionnaire 2016

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Q5: In the last 3 years have you sold more river cruise holidays?Answered: 81 Skipped: 0

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Q6: What proportion of your total holiday sales are river cruises?Answered: 79 Skipped: 2

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Q7: What seems to inspire customers to ask for a river cruise?Answered: 81 Skipped: 0

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Q8: In the last 3 years have you found more customers asking for river cruise holidays?Answered: 80 Skipped: 1

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Q9: Thinking about your river cruise customers are theyAnswered: 80 Skipped: 1

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Q10: Do customers asking for a river cruise tend to know which river they would like to sail on?Answered: 80 Skipped: 1

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Q11: Do customers asking for a river cruise tend to know which river cruise operator they wish to sail on?Answered: 80 Skipped: 1

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Q12: How would you rate your knowledge of the differences between the river cruise operators?Answered: 81 Skipped: 0

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Q13: How would you rate your knowledge of the different experiences available on the different rivers?Answered: 81 Skipped: 0


Giles HawkeCLIA UK & Ireland Deputy Chair

Welcome

Presenter

Presentation Notes

On behalf of CLIA UK and Ireland and the executive committee, a massive welcome. Congratulations to all of last nights finalists and winners and I hope you’ve had a productive morning so far One year ago visited my first ever river cruise ships at cruise convention. I was impressed and surprised at the quality and range on offer – an auspicious visit for me as it turns out!

Presenter

Presentation Notes

Two months after the river cruise convention last year, I was offered a job working in the touring and river cruise sector. 7 months ago started in new role with responsibility for Avalon river cruises. You’ll see here some pics from the very successful convention last year and I’m sure there will be lots of photos and tweeting and follow up from this year, so get your best smiles ready! In fact, let’s start now with a big selfie from the stage to get things going – (GH take a pic and tweet it!) You’re here because either already know how good river cruising is for your customers, or you’re about to find out!

Presenter

Presentation Notes

So, Before I got involved in river cruising, I may have been guilty of having some stereotypes about what river cruising actually is! My Previous views on river cruise included: Niche Low quality Expensive For old people Dull Awful entertainment Cramped cabins Poor quality buffets

Presenter

Presentation Notes

Having spent ten months in river cruising and seen river cruise ships las year I’ve realised the following Very high quality Appealing to all ages So much to do all the time The best type of city break Convenient Simple The Industry itself some years behind ocean in terms of promoting itself and managing itself – pricing, campaigns, online etc Need to differentiate - copy and paste issue between brands Challenges I'd never heard of before - low and high water for instance! Amazing positives and very few negatives which can’t easily be overcome

Future OpportunitiesTechnologyProductTravel AgentsUSPsShorex

Presenter

Presentation Notes

PR, Technology, £$€, Product, USPs, Shorex, Travel Agents So let’s talk about future opportunities for the River Cruise market: Future opportunities: Improve systems and agent tools – booking, training, research, pricing – all have room to be better and make it easier for agents – incumbent on river cruise lines to do this Product development - active, family, city break, durations, - how to make it more sexy! Agent focus - river not just an afterthought but a core part of strategy - river cruise lines make it easy Brands develop usps further – avoid the “cut and paste” issue of homogenity – need to stand out and have clear selling points – help you and your customers Destination and shorex development – new places, new things to do Shout very loud about what river cruising actually is and who it is for – everyone! Yield management approach – get better with pricing and deals and campaigns and make more money for everyone!

Presenter

Presentation Notes

So, as I see it, we have the tools, we are in launch position and now could well be the moment for river cruise to really Blast off!!! Enjoy your conference


River Cruise Expert PanelAngela Waite - APT River CruisesJoseph Grimley - Riviera Travel

Werney Beyer - Scenic


Anthony RawlinsDigital Visitor

Demographics: Targeting River Cruise Audiences on Social Media

People you can talk to. Results that speak for themselves.

An award-winning social media agency.

We specialise in the leisure and tourism industry and work with a wide range of organisations right across the sector.

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Digital Visitor

Clients

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Why Social media?

• Highly targeted

• Cost effective

• Inspirational

• Under utilised in Cruise – some notable exceptions

• Your audiences are on social

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Strategy & Tactics

Strategy Content Lead gen Ads

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• Actionable insight

• Ensures activity is effective

• Relevant to audience

• Attention & consideration

• Pre-qualified leads

• Convertible audiences

• Highly targeted

• Cost effective

Brands

Interests

Media Consumption

Motivations Shopping habits

Key audience

Sainsbury's, Own brand, BBC, Times, First Direct, M&S, VW cars, GBBO, Gap, Evans Cycles, EBay

Family & friends -

Visiting or visits to kids, talking and networking with friends, increasingly online where necessary

Holidays –

Often 3 foreign trips a year from cities & cultural getaways to an awakened appetite for “soft adventure”

Entertainment –

Catch up TV, art house movies, concerts, reading, some festivals & some sports

Increasingly active on mobile. Heavy internet users, with older higher end smartphone & tablet at home. Active on social media, primarily on Facebook. Using Skype & Whats App more. Women make buying decision. Men like photography and may share online

Empty nesters• 45+ year old

• Consulting or retired

• Well travelled & still travelling

• Family away from home

• Wealthy for time & money

Family & relatives

Experience & memories

Health & Comfort

Cultural & authentic

More online shoppers

Planned weekly shop

What friends do

Read & research first

Content

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Content

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• Tell your story - don’t sell

• Consistent editorial themes

• Bring brand values to life

• Frequent updates

• Invite customers to connect & engage

• Brand touch point

• Capture feedback

• Evidence & validation

Presenter

Presentation Notes

Customer more active in social

Lead generation

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Lead generation

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Lead generation

• Creative campaign hosted on social and website

• Directed targeted audiences to campaign

• Should immerse in brand and educate e.g. Illustrate new routes

• Captures leads / Emails • Phone numbers • Address for brochure

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Presenter

Presentation Notes

Previous campaign – opt in data form

Lead generation

• £5-£20 CPL in cruise? Social can deliver better quality or lower cost

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Presenter

Presentation Notes

Previous campaign – opt in data form

Social Advertising

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Travel Advertising 2012

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Presenter

Presentation Notes

Image - 5 years ago

Travel Advertising 2014

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Today

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Challenge: Promote discount offer for 2017

Audience: UK 45-65 women Interests: Cruising, Canal Holidays, I Love Cruising group, Daily Mail, Venice

Advert: Holiday offer promoted withweb click advert

21 3

Presenter

Presentation Notes

Phenomenal targeting options

Today

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Challenge: Lead generation campaign for European cruises

Audience: UK 45-65 women Interests: Cruising, Canal Holidays, I Love Cruising group, Daily Mail, Venice

Advert: Web click ad driving entrants to app on Facebook

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Social Ads Vs Traditional

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Travel Agency traffic

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Channel Impressions

Clicks Cost

Lonely Planet 500,000 3,400 £17,820Trip Advisor 1,8222,834 £25,500Travel network

3,000,000 2,177 £32,400

Facebook

Travel Agency traffic

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Channel Impressions

Clicks Cost

Lonely Planet 500,000 3,400 £17,820Trip Advisor 1,8222,834 £25,500Travel network

3,000,000 2,177 £32,400

Facebook 750,000 27,222 £17,500

Airline bookings

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Channel Impressions

Clicks Cost

DailyTelegraph

1,336,760 5,333 £35,000

ReadersDigest

1,200,000 3,390 £25,000

Guardian 412,000 £30,000Facebook

Airline bookings

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Channel Impressions

Clicks Cost

DailyTelegraph

1,336,760 5,333 £35,000

ReadersDigest

1,200,000 3,390 £25,000

Guardian 412,000 £30,000Facebook 562,000 18,750 £15,000

Key points

• Social can deliver your audiences

• Use social to Inspire and educate

• Sophisticated targeted

• Improved advertising

• Perfect for lead generation and getting better at direct sales

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Questions

62

Anthony RawlinsManaging [email protected]

clia river cruise conference 2016 amsterdam · best marketing promotion of river cruise – retail....

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