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The new scenario in tourism

Unit 2:
IV.- Trends and social innovation that affects
tourist activities

Joantxo Llantada
UCAM. Murcia, november 2015
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Index
1.
2.
3.
4.

Constant growing in global tourist industry


Demographic changes
The new tourism
A global market more competitive, both for DMO and
SME
5. Destinations: price, security and reputation sensitive
6. Deep changes due to innovation, information and
new technologies
1. Technology and innovation in tourism
2. Tailor made and personalization in travel
3. Information technologies, a competitiveness factor
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Tags: change, reputation, obsolescence, social


commerce, age of customer, human centricity,
wereables, long tail, omnichannel, buying journey,
bitcoins, QR codes, loyalti programs, value chain,
tourism development framework, UNWTO,
disruption, innovation, holistic target, brand index,
World Economic Forum, Bloom Consulting, Future
Brand, Travel Canada, Republic of South Africa,
Republic of Kenia, Philippine, TUI Travel, sharing
economy, ubber, airbnb...
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Days of constant
changes that affects
to everything
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1.994

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We understand life through content,


content are stories

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Everything change, channels as well

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Social funnel

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Long tail and tourism

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The relevant brands are already there

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https://www.grouponworks.com/case-studies

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http://www.breakingtravelnews.com/news/article/travelocity-first-online-travel-agency-tointroduce-free-concierge-service/?utm_source=feedburner

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Loyalty it is a challenge

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http://www.robbedinbarcelona.com/

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The tourism
ecosistem

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Value Chain

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http://www.expedia.com/p/infoother/vacation_deprivation.htm

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http://www.expedia.com/p/info-other/vacation_deprivation.htm

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Data framework
useful to understand
the challenge
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http://data.worldbank.org/indicator

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Never forget: focus, focus, focus!


Growth !

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Approach to the
starting point:
tourism is a global
industry
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Tourism, key to development, prosperity and


well-being
An ever increasing number of destinations
worldwide have opened up to turning tourism
into a key driver of socio-economic progress
through export revenues, the creation of jobs
and enterprises, and infrastructure
development.
Over the past six decades, tourism has
experienced continued expansion and
diversification, becoming one of the largest
and fastest-growing economic sectors in the
world.
Despite occasional shocks, international tourist
arrivals have shown virtually uninterrupted
growth from 25 million in 1950 to 278 million
in 1980, 528 million in 1995, and 1087 million
in 2013.
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Long-term outlook
International tourist arrivals worldwide are expected
to increase by 3.3% a year from 2010 to 2030 to reach
1.8 billion by 2030, according to UNWTOs long term
forecast Tourism Towards 2030.
Between 2010 and 2030, arrivals in emerging
destinations (+4.4% a year) are expected to increase at
twice the rate of those in advanced economies (+2.2%
a year).
The market share of emerging economies increased
from 30% in 1980 to 47% in 2013, and is expected to
reach 57% by 2030, equivalent to over 1 billion
international tourist arrivals.
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Internationaltourismin2013-keytrendsandoutlook
International tourist arrivals (overnight visitors) grew by 5% worldwide in
2013, reaching a record 1087 million arrivals
Asia and the Pacific recorded the strongest growth with a 6% increase in
arrivals, followed by Europe and Africa (both +5%).
International tourism receipts reached US$ 1159 billion worldwide in
2013, up from US$ 1078 billion in 2012.
With a 5% increase in real terms, the growth in international tourism
receipts equalled the growth in arrivals.
China has consolidated its position as the number one tourism source
market in the world, spending US$ 129 billion on international tourism.
Forecasts prepared by UNWTO in January 2014 point to growth of 4% to
4.5% in international tourist arrivals in 2014 above The Tourism Towards
2030 long-term forecast of 3.3% a year.
By UNWTO region, prospects for 2014 are strongest for Asia and the Pacifi
c (5% to 6%), followed by Africa (4% to 6%).
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International Tourist Arrivals


Demand exceeded expectations
in 2013 International tourist
arrivals (overnight visitors) grew
by 5% in 2013, reaching a record
1087 million arrivals worldwide,
up from 1035 million in 2012,
when the 1 billion mark was
exceeded for the first time ever.
Despite a global economy in
low gear, demand for
international tourism exceeded
expectations, with an additional
52 million international tourists
travelling internationally in
2013.
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Europe led the growth in absolute terms, welcoming 29 million more


international tourists in 2013, and raising the total to 563 million. Growth
(+5%) was double the regions average for the period 2005-2012 (+2.5% a
year).
Asia and the Pacific recorded the fastest relative growth across all UNWTO
regions, with a 6% increase in international arrivals, or 14 million more
than in 2012. Africa saw an increase of 5%, equivalent to 3 million more
tourists, reaching 56 million.
In the Americas, international arrivals grew by 3% to 168 million, or an
increase of five million. The Middle East (0%) has not yet succeeded in
returning to growth, even though some destinations performed rather
well and others saw a moderate recovery.
Growth is expected to continue in 2014 at a sustained rate of 4.0% to
4.5% worldwide. By UNWTO region, prospects for 2014 are strongest for
Asia and the Pacific (+5% to +6%) and Africa (+4% to +6%), followed by
Europe and the Americas (both +3% to +4%). In the Middle
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In 2013, travel for holidays,


recreation and other forms of leisure
accounted for just over half of all
international tourist arrivals (52% or
568 million). Some 14% of
international tourists reported
travelling for business and
professional purposes and another
27% travelled for other reasons, such
as visiting friends and relatives (VFR),
religious reasons and pilgrimages,
health treatment, etc. The purpose
of visit for the remaining 7% of
arrivals was not specified.

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In 2013, international tourism receipts in


destinations around the world grew 5% in real
terms (taking into account exchange rate
fluctuations and inflation) to reach US$ 1159
billion (euro 873 bn). Growth in receipts
mirrored the growth in international arrivals
(also +5%), confirming the strong correlation
between these two key indicators of
international tourism.
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The challenge it is to
adapt to the
changes evolution!!
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Perception. Brand
index,
- Futurebrand
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Perception. Brand
index,
- Bloom consulting
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Bloom Consulting CRC Brand Wheel objectives,


target audience and respective needs

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Perception. Brand
index,
- Travel and Tourism
methodology
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Each of these three subindexes is composed in turn by a number of pillars of


T&T competitiveness, of which there are 14 in all. These are:

1. Policy rules and regulations


2. Environmental sustainability
3. Safety and security
4. Health and hygiene
5. Prioritization of Travel & Tourism
6. Air transport infrastructure
7. Ground transport infrastructure
8. Tourism infrastructure
9. ICT infrastructure
10. Price competitiveness in the T&T industry
11. Human resources
12. Affinity for Travel & Tourism
13. Natural resources
14. Cultural resources

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http://www.weforum.org/issues/travel-and-tourism-competitiveness

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Benchmarking,
aproach of
destinations
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The strategic aproach


to the new
framework from
TUI Travel
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TUI Travel Strategy

TUI Travel strategy

The new economic


framework

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Discuss those issues within ECM

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COMPETITIVITY,
DESTINATION AND PLACE
DESIGN

EXPERIENCE
DESIGNE
FACTOR
MICRO
PARA LA
COMPETITIVID
AD

Motivation
Emotional State
.

e
s
u
r
n
q
i
e
g
l
i
n
s
e
U av de
r
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Mobile SDK moduleGIS server

Cmo funciona?

Analytic web module

apptrack
GIS apptrack visualization

Heat Maps
Cluster Maps

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apptrack
Big Data

Data filtering in Real Time

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apptrack
Comparative visualization of different
moments of the day

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It is able to track users anonymously and record


different aspects of their space and services
consumption patterns

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Results can be filtered and visualized in different ways

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Semana Grande

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ACTIVATION OF THE RESOURCES IN THE


CITY
MULTI-PROFILE

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ACTIVATION OF THE RESOURCES IN THE


CITY
MULTI-PROFILE

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ACTIVATION OF THE RESOURCES IN THE


CITY
MULTI-PROFILE

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MEASURIN EMOTIONS:
emotionmeter

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iKUScommerc
e

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iKUScommerce abarca la
medicin, el anlisis y la
modelizacin de los flujos
de consumo

Identificar los itinerarios


de compra

FACTORES
PARA LA
COMPETITIVIDA
D

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COMPETITIVITY,
DESTINATION AND
PLACE DESIGN

PLACE
DESIGN
FACTOR
TERRITORIAL
PARA LA
COMPETITIVIDA
D

CASO 1

2
2
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Enva informacin a tus usuarios


mviles en base a su contexto

http://it3labprojects.tourgune.org/pandora/

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Plataforma online que permite configurar el


envo de notificaciones push en base al
contexto del usuario

Localizacin del usuario en exteriores


Localizacin del usuario en interiores
Rango de fechas y horas

Orientada a empresas de desarrollo de apps,


que quieran dotar a las mismas de una capa de
personalizacin en base al contexto del usuario
La solucin se basa en el concepto de
geofencing, complementado con tecnologa
iBeacon para la localizacin en interiores y el
anlisis de datos en tiempo real
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Dispone de un SDK para desarrolladores, que


puede integrarse en cualquier tipo de
dispositivo mvil y wearable (Android, Android
Wear, iOS)

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Dispone de interfaz web para configurar las


condiciones de contexto para desencadenar los
envos de informacin y de un API para
programadores

Definicin de reas
(indoor y outdoor)

Configuracin de
parmetros de contexto
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Campos de aplicacin
Location based systems (indoor and outdoor)
Recommender systems

Ambient intelligence
Adaptive systems
Smart Cities
mMarketing

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WHAT ARE SMART CITIES?


The idea of the smart city is built around 4 main items:
Taking into account environmental challenges
and energy constraints;
The main actors functioning as a network - local
authorities, citizens and businesses;

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The movement away from ownership


to usage - participation of users
in the design of products
and services of the destination
The inclusion of new technologies
(information and communication,
intelligent transport systems etc.)

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A world on the move

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2/3 of population will live in cities by 2020

Cities represents 2% of the globe surface,


and 50% of the world population

75% of the energy is consumed in cities

Cities 80% of CO emissions

City tourism has become the dominant factor in


European tourism

Source : ECM Benchmarking Report 2014

1. ENVIRONMENTAL CHALLENGES

1. ENVIRONMENTAL CHALLENGES

89% of ECM members consider sustainability to be


a critical issue

58% are working on specific sustainability projects


A further 48% consider sustainability to be a
key part of their USP

2. EVERYONE IN THE CITY MAKES


THE CITY

Daily challenges for CTOs


Improve the city product
Establish public-private partnerships
Strengthen the image of the city on the national and
international market

3. FROM OWNERSHIP
TO USAGE

3. FROM OWNERSHIP TO USAGE


Consumer empowerment is one of the 3 factors
having the most impact on destination strategies,
according to ECM digital survey held in September
2014
Consumer become data inputers
From mass tourism to person driven strategy

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Social is mobile

Already the primary means of accessing and


contributing content, mobile is rewriting the rules of
social content consumption and creation.

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5 ways mobile is
rewriting social in travel
More content than ever
Traveller content is getting shorter and shorter
Less texts and photos, photos, photos
Every traveler is a photographer, videographer, reviewer
and real-time opinion-maker
And they expect instantaneous feedback

Source : PhoCusWright

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Monitoring and measuring


mobile in European Cities

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Most important consumer channels


for destinations

Source : ECM Digital Survey 2014

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Destinations social media strategies

27 %

31 %
23 %
17 %
2%

Source : ECM Digital Survey 2014

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Content sharing
15 %

46 %

2%

29 %

8%

Source : ECM Digital Survey 2014

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How cities understand consumer


engagement in social media
30 %
33 %
33 %

2%
2%
Source : ECM Digital Survey 2014

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However, few initiatives from CTOs yet to


get consumer engagement
4%

2%

23 %

17 %

54 %

Source : ECM Digital Survey 2014

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4. INCLUSION OF NEW
TECHNOLOGIES

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4. INCLUSION OF NEW TECHNOLOGIES


information and communication,
intelligent transport systems etc.
crowd management

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Integrated transport system

Source : ECM Digital Survey 2014

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Connected tools
8%
76 %

8%
22 %
14 %

19 %

Source : ECM Digital Survey 2014

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Link Mobile / CRM Strategy

Source : ECM Digital Survey 2014

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Herramientas desarrolladas por la


Fundacin Turismo Valencia
Tarjeta
inteligente
Valencia
Tourist Card,
prximament
e con NFC

Servicio de
recomendaciones
online
georreferenciado
para
restaurantes.

Plataforma
tecnolgica
online para
restaurantes,
comercios,
etc.

APP para
reserva y
compra de
entradas.

Turismo

Information about the destination

Web www.turisvalencia.es offering infromation and online booking ; print-home service


available in 12 languages

Tourist virtual information : http://www.turisvalencia.es/TouristInfo/ES/index.html

Includes maps, guides and apps downloads

Online consulting system (zoopim) in order to solve any question

Onsite, during your trip

version web .mobi


app (IOS y Android) with touristic information, geolocalization, and notification system to
inform the consumer. Offline use to avoid roaming costs.
Valencia Tourist Card: Smart city card with NFC technology offering access to
transportation, free entries, discounts in restaurants and shops.
Valencia Tourist Card app supporting and completing the smart city card
Restaurant week: online management of information, bookings, confirmation and
payments, providing restaurants with a booking platform available throughout the year
Restaurant week app (Valencia Cuina Oberta) to facilitate the use on mobile devices
Interactive digital map on mobile devices

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http://www.driftsanjose.com/

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https://www.airbnb.es/s?host_id=1320934

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1. SOCIETAL DRIVERS: The desire for an independent lifestyle,


public concern about environmental and community sustainability
and disillusionment with a consumer culture of acquisitiveness all
drive greater consumer interest in sharing rather than owning.
2. ECONOMIC DRIVERS: Rising costs of production, the desire to
maximize resource utilization and consumer interest in developing
new sources of income through freelancing and making all create
pressures and opportunities for the growth of the collaborative
economy.
3. TECHNOLOGICAL DRIVERS: Technologies like mobile devices,
social networks, sensors (enabling the internet of things) and
payment systems all facilitate new types of sharing services that
rely on real-time identification of idle resources and peer-to-peer
transactions.

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TECHNOLOGY, 85% of all participants believe


that Web and mobile technologies will play a
critical role in building large-scale sharing
communities for the future.
COMMUNITY, 78% of participants felt their
online interactions with people have made
them more open to the idea of sharing with
strangers, suggesting that the social media
revolution has broken down trust barriers.
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ENVIRONMENTAL CONCERNS, more than 3 in 5


participants made the connection between
sharing and sustainability, citing better for the
environment as one benefit of sharing.
GLOBAL RECESSION, The two most popularly
perceived benefits of sharing (67% each*) were
saving money and being good for society,
echoing the we + me mentality now popular
amongst Millennials; saving money neednt come
at the expense of helping the environment or
society.
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THE STATE OF PHYSICAL SHARING

After information and media, the most shared categories are, respectively:
Living space (58%)
Work space (57%)
Food preparation/meal-sharing (57%)
Household items/appliances (53%)
Apparel (50%)
Car-sharers shared across significantly more categories than non-car-sharers

WHAT KIND OF STUFF IS SCREAMING TO BE SHARED?


Transportation: automobiles, bikes, boats
Infrequent-Use Items: household items, event equipment, sporting goods
Physical Spaces: garages, parking spaces, spare rooms

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Path to purchase

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Long tail and tourism

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http://www.fvm.withgoogle.com/fvm/es/d/

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ONLINE TRAVEL PURCHASING AND DISTRIBUTION TRENDS


Today, travellers are empowered by instant access to information, at any
time and on any device be it computer, tablet or on a mobile phone, and
while at work or waiting in line for a coffee. So it is easy to understand
why over 78% of travel research is now done online.
And it is not just about research but inspiration; 29% of Facebook users
claim they have been motivated to book a trip based on a posting they
saw.
Internet travel booking revenue has grown by more than 73% over the
past five years providing over 50% of a businesses' bookings. A company's
online presence can make or break them. But you don't have to take our
word for it, see the latest statics from June 2013 about online travel sales

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http://www.statisticbrain.com/internet-travel-hotel-booking-statistics/

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http://www.statisticbrain.com/internet-travel-hotel-booking-statistics/

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The new customer

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Turn

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56% of travelers say they always start the


travel booking and shopping process with
search, yet 96% of leisure travelers have
started their hotel planning with search.
Certainly a finding that hotel marketers will
take good note of!

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RitzCarlton.com is by far our fastest-growing


channel and is our most profitable channel
online. Its been growing by double digits
year over year. Chris Gabaldon
Chief Sales and Marketing Officer
The Ritz-Carlton Hotel Co.

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Social media en viajes

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Del mass media a medios ganados

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Del mass media a medios ganados

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2003: el boom del Low Cost

El viajero siempre conectado

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