SMART TOURIST: IT S ALL ABOUT RELATIONSHIPS

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2 SMART TOURIST: IT S ALL ABOUT RELATIONSHIPS

3 Sra. Carme Rubió Subdirectora General de Programación Turística Dirección General de Turismo

4 SMART TOURIST: IT S ALL ABOUT RELATIONSHIPS

5 Sr. Damià Serrano Responsable LABturisme Gerencia de Servicios de Turismo Diputació de Barcelona

6 Sr. Damià Serrano Presentació Presentación

7 SMART TOURIST: IT S ALL ABOUT RELATIONSHIPS

8 Sra. Leire González Responsable de Destinos España y Portugal TripAdvisor

9 World s largest travel site It s all about the opinion

10 Who Consumers Trust trust recommendations from people they know trust online consumer opinion Source: Nielsen Consumer Trust in Online, Social and Mobile Advertising Grows, April 2012 Inspiration > Planning > Travel > Review

11 TripAdvisor in 2002

12 TripAdvisor today

13 TripAdvisor 150 MILLION Reviews & Opinions 260 MILLION Unique Visitors a month 90 User contributions every minute 3.7 MILLION Businessess and properties listed 139 THOUSAND Destinations 19 MILLION Candid traveller photos Inspiration > Planning > Travel > Review

14 #DidYouKnow Spain has 1.9 Million Uniques a month (71% grew YoY) Source: ComsCore November 2013

15 #DidYouKnow User Review trends: 287% increase reviews for properties around the globe 347% increase reviews for Spanish properties Source: TripAdvisor internal data

16 #DidYouKnow 83% of travelers say TripAdvisor reviews make them more confident in their travel decisions. Source: PhocusWright December 2013

17 #DidYouKnow 80% of travelers read at least 6-12 reviews before booking a hotel. 1 in 3 Spanish travelers read 11+ reviews before choosing a hotel Source: PhocusWright December 2013

18 #DidYouKnow 60% of Spanish Travellers read TripAdvisor opinions before they choose a Restaurant Source: PhocusWright December 2013

19 #DidYouKnow 67% users visit TripAdvisor more than one time a month Source: PhocusWright December 2013

20 #DidYouKnow The #5 best Destination in world is Barcelona in 2013 Travellers Choice Awards

21 #DidYouKnow Over 7.8k business awarded with Certificate of Excellence in Spain during 2013

22 Source: PhocusWright December % of travelers are more likely to book hotels that won a TripAdvisor award.

23 THANK YOU

24 SMART TOURIST: IT S ALL ABOUT RELATIONSHIPS

25 Sr. Ismael Vallvé Co-fundador Onfan

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57 Sr. Marco Fanton Social Media Director Meliá Hotels Internacional

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59 Tweet Experience Hotel Proyecto piloto lanzado verano en Palma de Mallorca.

60 Connected, always on, unabashedly multitasking, and living across multiple screens each and every day. Live a digital lifestyle

61 Cliente C-generation siempre conectado

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63 Los Objetivos - Piloto bajo riesgo - qprender del proyecto. - Conocimiento sobre el perfil clientes. - Test experiencia cliente. - Probar un nuevo canal de interacción tiempo real con clientes. - Nuevo concepto para cambiar la percepción del destino.

64 Por qué un Tweet Hotel?

65 Menciones sobre #hotel

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67 La experiencia Habitaciones temáticas - Twitter Social WiFi Experiencias y engagement Conversación staff en Twitter Integración entre experiencia hotel y la conversación virtual

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69 LA APP #SOCIALWAVE

70 Guests at Sol Wave tweet with each other by logging onto Twitter via a special web app #socialwave available only through the hotel's Wi-Fi. Once logged on, guests share pictures, send private messages, see who's online, find out where other visitors are staying inside the hotel and are able to send virtual kisses. by Kyana Gordon Aug 01, 2013

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75 STAFF ENGAGEMENT 2 Twitter concierge que se dedican exclusivamente a la conversación con los huespedes. Tweet antes de la llegada y welcome check-in y participar en las conversaciones de la app WIFI. El personal de bares, restaurante y recepción ha recibido una formación básica su Twitter. Conversa firmando con sus propios tweets.

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78 Ego-system: los clientes son los protagonistas #Selfie

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81 Resultados: Proyecto piloto: 106 dias 85% satisfacción clientes nuevos cliente sociales en BBDD 1880 Seguidores orgánicos Más de 3944 menciones Más de 920 respuestas 375 favoritos Más de1508 retweets Impresiones cobertura media: 435 medios 41 países

82 Social experience hotel: #heretostay

83 Season Meliá Hotels International The text, images, and other contents of this presentation are property of MELIA HOTELS INTERNATIONAL The partial or full transmission, use, distribution, or reproduction by any means of the contents of this contents can only be carried out with prior written permission from MELIA HOTELS INTERNATIONAL except if the contrary is indicated, or if they are used for private purposes and without infringement of the rights according to the law.

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85 Sr. Doris Casares Editora 3viajes.com y miembro fundador Travel Inspirers

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87 Sr. Àngel Remacha Jefe de Servicio Promoción de Ciudad y Comercio Ayuntamiento de Mataró

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