How to engage travellers on their purchase journey

August 21, 2019

Gupta: travel marketers are able to win new business and loyalty from travellers with the clever use of location data and intelligence

Today’s travellers are increasingly looking for personalised and meaningful experiences when travelling. To them, the use of personal data by hotels and service providers to deliver an experience that’s specifically tailored to them can either make or break the trip.

Blis’ recent #RealRetail series revealed that the majority of travellers worldwide prefer to book their travel online. 89 per cent of Australians and 92 per cent of Singaporeans would rather browse a website – on any screen – than go to a travel agency to plan their next vacation.

Therefore, to fully capture the travellers’ market, especially with the upcoming seasonal holidays, businesses should use a combination of first-party data and real-world intelligence, to provide targeted services and offerings to suit the travel patterns and needs of the travellers, improving their brand recall when travellers are deciding where to go in future.

The latest research from Blis in partnership with WBR, Real-World Intelligence: Mapping human behaviour to effective mobile marketing, highlights additional trends in travellers’ behaviour that marketers can learn from. According to our survey of 150 senior marketers in Asia-Pacific, the purchase journey for travellers can be broken down into five phases, each of which is an opportunity for marketers:

1) Being inspired to go and travel
2) Searching for providers (airlines, hotels, tour companies, etc.)
3) Booking the trip
4) The actual travelling phase
5) Reviewing and sharing the trip upon return

According to our research, travel marketers believe that the inspiration and booking phases are the two most important opportunities for location-based marketing to deliver personalised adverts and messaging to travellers. The numbers break down like this:

While it’s logical to invest the most in marketing while prospective travellers are online ideating, researching and booking, there are opportunities at the later stages of the journey.

Travel time marketing
Marketers can leverage real-world intelligence to discover what kind of experiences vacationers will enjoy, what they’re willing to pay for their travel, and where they want to go for their next excursion.

Many travel companies in the region have access to troves of first-party customer data via reservations, loyalty clubs and other sources. All of this can be combined with real-time and historic customer data to make appealing offers, both while the traveller is onsite and after their trip.

For example, if a hotel club member is staying at your facility, and you know from their files that they travel frequently for business, an offer for a discounted massage or high-end car service might be appreciated. A family that frequently stays with your franchise might respond well to offers for packages to kid-friendly attractions in the area.

When asked if they have delivered location data-enhanced dynamic digital creative to target travellers, one marketer responded: “We have digitally mapped geo-locations and activity hotspots across the country and use these locations to run our campaigns and send promotions on a frequent basis.”

Since many airports now offer free Wi-Fi, there are also opportunities to reach weary travellers as they land. Letting them know there are nearby coffee joints, car services or rentals, and other amenities will simultaneously make their lives easier and boost your business results.

Post-travel opportunities
Even when the trip is over, there are additional opportunities to attract new prospects and to win the loyalty of just-landed travellers. Using a combination of first-party data and real-world intelligence, marketers can gain a lot of insight into what people did on their trip, and what their past travel habits have been. Using this information, personalised messages and offers can be sent to recent visitors that make them feel valued – and inspire them to travel again.

A hotel could thank a traveller by very simply offering a complimentary night or meal on their next stay. Restaurant chains in the region might consider the same tactic. But consider how these offers could be personalised further: If the traveller enjoyed a favourite drink or activity, like beach yoga, while staying at your property, why not make a personalised offer or thank you note based on that activity? If their travel history shows that they’re more adventurous, invite them to properties that feature kayaking, rock climbing or another activity they might enjoy. If they enjoy shopping, show them photos and information about sale seasons in destinations known for great shopping. These personalised touches are sure to win their loyalty and repeat business.

For brick-and-mortar travel services
Travel agencies are struggling these days, but there’s still a market for in-person bookings, particularly for tours and more elaborate family vacations. The small percentage of travellers in Asia-Pacific who prefer to meet with a human to book their trip still constitutes a market worth fighting for.

Our recommendation is to use location data to send targeted ads to prospects as they are approaching a nearby competitor. This is a classic retail strategy, and it is successful at increasing footfall. As a potential traveller walks in the direction of the nearest Thomas Cook, make sure they see an offer for your agency first – and make sure it’s one that will get them in your door instead of theirs.

The travellers’ purchase journey offers many opportunities for marketers to reach and engage these desirable consumers. Using a powerful combination of real-time location data and real-world intelligence – along with their own first-party data – travel marketers can win new business and loyalty from travellers at any stage.

Sofitel to make South Korea debut in 2021

By TTG Asia

August 21, 2019

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Sofitel_Ambassador_Seoul_Hotel_&_Serviced_Residences_Signing_Ceremony_2 — Accor Ambassador Korea will be launching the first Sofitel in South Korea in partnership with kt estate. In attendance at the signing ceremony of Sofitel Ambassador Seoul Hotel & Serviced Residences were (from left) kt estate's Min-Soo Sohn, Kong-Hwan Lee and Dae-San Lee, and Accor's Patrick Basset, Hyun-Jun Cho and Chris Cho

Accor Ambassador Korea, a joint venture between Accor and Ambassador Hotel Group, will launch its first Sofitel Hotel & Serviced Residences in Songpa, Seoul.

Slated to open in 2021, Sofitel Ambassador Seoul Hotel & Serviced Residences will feature 563 rooms and suites, an all-day dining restaurant and bar as well as meetings and events space. Leisure facilities include an indoor swimming pool, outdoor Jacuzzi, fitness, spa and kids’ room.

Accor Ambassador Korea will be launching the first Sofitel in South Korea in partnership with kt estate. In attendance at the signing ceremony of Sofitel Ambassador Seoul Hotel & Serviced Residences were (from left) kt estate’s Min-Soo Sohn, Kong-Hwan Lee and Dae-San Lee, and Accor’s Patrick Basset, Hyun-Jun Cho and Chris Cho

Set in a commercial tower adjacent to Jamsil Subway Station, the hotel and serviced residences will be interconnected to an office building and overlook Seokchon Lake Park. Besides its proximity to Lotte World, the property will also allow easy access to Gangnam Business District and Coex Convention and Exhibition Center.

Patrick Basset, COO, Accor, Upper South-east & North-east Asia and the Maldives, said: “The development of Sofitel Ambassador Seoul Hotel & Serviced Residences represents our commitment to growing Accor’s collection of luxury and premium brands in South Korea.”

Currently operating 24 hotels in seven cities across South Korea, Accor Ambassador Korea will enhance its presence in the luxury and premium segments with a pipeline of hotels, including Fairmont Seoul in 2020 and MGallery Seoul Mapo in 2022.

Wellington Capital Tastes, New Zealand

By Mimi Hudoyo

August 21, 2019

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Zen_Food_Tour_2 — Cheese platter tasting

Why
Wellington, which claims to have more cafes, bars and restaurants per capita than New York City, is packed with places to eat and drink. Most of these establishments serve both local and international cuisines, but they mostly make use of local produce and products.

Cheese platter tasting at Moore Wilson’s grocery store

What
New Zealand’s Zest Food Tours offers the Capital Tastes walking tour, which takes guests on an exploratory journey of the tastes and flavours that Wellington serves up. The 3.5-hour tour comes with a personal guide to relay local stories, sprinkled with morsels of history and architecture along the way.

The tour also takes travellers behind the scenes of the various dining establishments, allowing them to learn the process of food production and offering opportunities to sample the high-quality products of Wellington’s artisan businesses.

Other food tours that Zest Food Tours operates include the Private Taste Wellington, which visits to a local foodie’s home, and the Wellington Walking Gourmet tour, which features a two-course tasting lunch matched with New Zealand wines.

How
The tour started from Wellington i-SITE Visitor Information Centre, where our guide, Fab, was waiting for us. After a short introduction and safety briefing, we walked down the road to Mojo Coffee at One Market Lane and had the choice of starting our morning with a cup of coffee, tea or hot chocolate. There was also a platter of petite fours – cheese scones, ginger crunches and caramel slices – laid out. While we munched on the delights, Fab shared with us a brief history of the café, as well as its organic tea and coffee products.

We then walked to the Gelissimo Gelato by the waterfront and tasted the variety of home-made gelato and sorbets, with flavours ranging from chocolate and salted caramel to passionfruit and lemon.

Owner Graham Joe also invited us to peek into his production kitchen just behind the counter, where he produces 300 litres of gelato and 400 litres of sorbet every day.

He explained that he has developed around 300 flavours since the cafe’s launch in 2010. Ingredients from local suppliers feature heavily, such as ginger beer from HardieBoys, peanut butter from Fix & Fogg, heritage plums from Hawks Bay, and mandarins from the orchards of Gisborne. These flavours are then mixed with 80 per cent plus organic fresh milk. Joe also tries to use seasonal fruits, and we were lucky to taste the feijoa flavour when we visited in mid-May.

Feeling energised and with a cup of gelato in hand, we continued the tour to Kura Gallery. Along the way, Fab pointed out to the street art adorning the walls and buildings, and relayed the story behind each of them. At Kura Gallery – which showcases Maori and New Zealand art and design – we tasted three New Zealand honeys of Manuka, Rewarewa and Tawari, each possessing its own unique flavour.

After a little souvenir shopping, we continued our walk to Wellington’s famous Moore Wilson’s grocery store. This 1918 establishment is said to be the best place to find local New Zealand produce and products. I then realised we were not here to grocery shop, but to have a cheese tasting.

Fab had set up a table in one corner of the bustling store, with a cheese platter awaiting our tastebuds. We gathered around it, and had a delightful time combining the different cheeses with an assortment of bread, crackers, seasonal fruits, chutney and preserves available.

Chocolate tasting at the Wellington Chocolate Factory

Our last stop was the Wellington Chocolate Factory, located in a building that originally housed a shoe factory in 1923, before it was turned into a New York-style apartment in 1996. The building now houses a craft brewery, bakery, café, cocktail bar and restaurant. Wellington Chocolate Factory was the first craft bean-to-bar factory to open in the country and it produces only certified organic chocolate made in New Zealand.

Here we learnt and tasted different chocolate beans and various chocolate bars. There were single origin bars like Solomon Island and Peru Chocolate Bars; inclusion bars like Chilli Lime Peanuts and Craft Beer Chocolate Bars; and speciality vegan bars like Coconut Milk Chocolate Bars.

Verdict
The tour requires a minimum of two, with a maximum group size of eight people. The small group made it easy to follow Fab’s storytelling, as well as obtain answers to our burning questions. Out of the 3.5 hours, actual walking was around 90 minutes on flat surfaces, so this tour is definitely suitable for most travellers.

Also, at the end of the tour, I was delighted that I had a couple of jars of honey and a few bars of chocolate to take home.

Duration Half-day tour from 09.15 to 13.00
Rates NZ$205 (US$131) per person
Contact details
Website: www.zestfoodtours.co.nz

Competition for SE Asia’s budget hotel sector heats up as RedDoorz raises another US$70m in funding

By TTG Asia

August 20, 2019

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Barely weeks after closing its US$45 million Series B round, Singapore-based hospitality start-up RedDoorz has raised a fresh US$70 million investment as first close of a larger Series C round driven by high investor demand.

The latest funding round, which is ongoing, was led by Singapore-based growth equity firm Asia Partners. Other co-investors include Rakuten Capital and Mirae Asset-Naver Asia Growth Fund, as well as existing investors Qiming Venture Partners and International Finance Corporation.

The new funding brings the total amount of funds raised by the company to approximately US$140 million since its launch in 2015, putting it on head-to-head competition with rival Oyo in the South-east Asian market while Accor recently inked a franchise deal for 15 budget hotels in Singapore.

RedDoorz has raised US$70m as first close of a larger Series C round (Photo Credit: RedDoorz)

Amit Saberwal, founder and CEO of RedDoorz, said: “This new round is a testament to our strong business growth and market leadership position we were able to build during the last few years. RedDoorz operates in some of the most dynamic markets in the world and we see tremendous opportunities to continue growing our platform and expanding into new markets.”

He added: “We believe we are on the right track to create the next tech unicorn in South-east Asia and with the backing of our new investors, who bring deep expertise building large successful tech and digital businesses in our region, we are well positioned to fully execute on our strategy and mission.”

RedDoorz said it will use the new funds to launch in new markets and scale technology, customer experience projects, people and marketing investments to further strengthen its leadership position in the region. A significant portion of the latest proceeds will be used to build a second engineering hub in Vietnam which will complement the current regional tech hub based out of India.

The company also plans to ramp up its hotel staff and quality training programmes across all properties in Singapore, Indonesia, Vietnam and the Philippines as it helps employ approximately 10,000 people across the region through its hotel partners.

Oliver Rippel and Nicholas Nash, co-founders and partners of Asia Partners, which was involved in the IPO of South-east Asia’s startup Sea and Flipkart’s sale to Walmart, said: “Our mission is to help build and mentor Southeast Asia’s next generation of tech unicorns. Our team has a unique combination of investing and operating skills to help companies such as RedDoorz become true market leaders.”

Rakuten Capital, the corporate venture arm of Japanese Internet services giant Rakuten Group, has invested in regional leading companies such as Gojek, Carousell and Shopback. The Mirae Asset-Naver Asia Growth Fund, a joint venture between Seoul-based Mirae Financial Group and Internet company Naver Corporation, counts HappyFresh and BigBasket as portfolio companies and also recently participated in Grab’s US$1 billion Series H round.

Sri Lanka’s private sector takes matters in own hands to drive tourism recovery

By Feizal Samath

August 20, 2019

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In the absence of tourism recovery efforts by the Sri Lankan government following the Easter Sunday terror attacks, the country’s private sector industry is ploughing its own resources to woo visitors back to the country.

One such company is Aitken Spence Travels (AST), which is the largest DMC in Sri Lanka. Parakrama Dissanayake, deputy chairman of Aitken Spence Group, which controls AST, said the DMC and its chain of hotels are spending “a lot of money” to boost inbound tourism.

Sri Lanka’s private sector companies are holding their own marketing campaigns to promote inbound tourism

The travel firm is 50 per cent owned by TUI, which is also stepping up promotion efforts, he said, declining to give details of their marketing budget. AST said in an earlier statement that in the 12-month period ending March 2019, it invested over 250 million rupees (US$1.4 million) to promote the destination in overseas markets.

Dissanayake said the government should have commenced their tourism recovery promotion immediately, instead of delaying action. “It’s too late now for the winter promotions, which should have been in April to June,” he said, adding that their marketing efforts are now focused on India and China, which are the country’s largest source markets.

However, arrivals from China have dropped sharply since the April 21 terror attacks on three churches and three luxury hotels, which killed more than 250 people, including 50 tourists.

While arrival numbers are now on the mend, the normally busy winter season from November is expected to see a 30 per cent drop in arrivals.

In the meantime, tourism authorities have run into problems with launching an emergency PR and marketing campaign in key markets.

“We need to look at the campaign anew as there were delays in its launch and now the (two-month) PR campaign is of no use. We are looking at a new marketing campaign which would take three months for an idea to be transformed to reality,” said state-owned Sri Lanka Tourism Promotion Bureau chairman Kishu Gomes. The problems arose because proper tender procedures were not followed, industry officials said.

Hiran Cooray, a veteran hotelier from Jetwing Hotels, said that proper procedures should be adhered to even if it takes another two months for approval. He added that even if the plan is not ready to launch ahead of the winter season, advertising and promotion should continue, apart from this recovery plan initiative.

Cooray said companies like Jetwing were investing their own resources into marketing the country, while many foreign journalists and travel magazines were complimentary of the destination. “There is a lot of PR taking place now, urging people to visit Sri Lanka,” he said.

Devindre Senaratne, managing director at JourneyScapes, said that his inbound travel company has spent US$35,000 on marketing promotions across many markets and fam tours for agents from Germany, Belgium and Australia in the aftermath of the Easter attacks.

“We are a small- to medium-sized company so our investment is nowhere near those of the big DMCs,” he said, adding that such promotions should have been carried out by state tourism agencies.

He added that small companies, which form the bulk of the industry, find it hard to spend money on promotion, and that they need state support.

Aviation tech provider Hitit trains sights on expansion in Asia

By Rosa Ocampo

August 20, 2019

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Turkey-based aviation technology player Hitit is prioritising Asia in its expansion plans by targeting airlines in Malaysia, Vietnam, Sri Lanka, Bangladesh and India.

Nevra Onursal Karaagac, Hitit chief sales and marketing officer, told TTG Asia that the company plans “to enhance our partnership ecosystem throughout Asia” as “(South-east Asia) is the most important regional organisation (and) trade and bilateral ties between Turkey and Asia have been rising consistently in all sectors including aviation technology”.

Hitit’s Nevra Onursal Karaagac (pictured) said the Turkey-based software company is extending its footprint in Asia

Known for its Crane IT solutions geared towards every part of the business lifecycle of flag carriers, low-cost and hybrid airlines, and ground handling agencies, Hitit believes that the cost-saving opportunities of its new Crane Agency Portal Plus will attract more carriers in Asia.

Karaagac said that since last year, this new solution allowing indirect ticketing sales through IATA BSP agents is connecting Pakistan International Airlines (PIA) with over 2,500 travel agencies. The implementation process took only a record-breaking five months and saw online sales jump from two to 25 per cent, with savings of more than 70 per cent expected from the carrier’s existing passenger service costs over the next five years.

She also shared that this year Hitit launched a new solution in mobile and travel merchandising developed by its “new department devoted to trends and cutting-edge solutions, such as an Internet booking engine and a mobile to enhance the quality of the areas where the airline touches the passengers”.

Hitit’s first Asian partner was Turkmenistan Airways, followed by Air Manas (Kyrgyzstan), FlyArystan (Kazakhstan) and Kam Air (Afghanistan), she recalled.

Last year, Hitit entered South Asia when PIA became a partner, followed by K2 Airways, which led to the company opening a liaison office in Karachi.

Noting that “airline and travel IT is a very niche market in the technology area,” Karaagac said that Hitit has grown from a local Turkish IT provider 25 years ago to become one of the top five passenger service suppliers worldwide out of the approximately 40 providers in the industry, including those from China, the US and Europe.

“(Our) competitors have thousands of employees and support from multinational consortiums, but despite these significant differences, Hitit is successfully competing with them,” she stressed.

IATA recently granted Hitit the NDC 4 status, which is the highest level of accreditation for IT providers in the distribution of NDC capabilities.

Currently, Hitit has 25 airline partners across 17 countries, and its departure control system, or Crane DCS, is used in more than 160 airports worldwide. It expects to process 65 million passengers through its systems by year-end.

Singapore’s ICA extends e-arrival card trial service to more visitors

By TTG Asia

August 20, 2019

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More visitors to Singapore will be able to submit electronic arrival cards online or through a mobile app up to 14 days before their arrival, as part of an Immigration and Checkpoints Authority (ICA) trial, according to The Straits Times.

The move is an extension of a trial ICA has been conducting on electronic arrival cards since last October, said the report.

More visitors to Singapore need not fill out paper cards upon arrival at Changi Airport if they submit electronic arrival cards beforehand

ICA said in a statement that only foreign travellers with selected transport operators can submit electronic arrival cards in place of the paper-based disembarkation/embarkation cards that they are currently required to submit on arrival.

The transport operators included in the trial are AirAsia, Jetstar Asia, Cathay Pacific, Singapore Airlines, Transtar Travel, BatamFast Ferries, Bintan Resort Ferries, Horizon Fast Ferry and Majestic Fast Ferry.

Under the new system, they will need to produce only their passports for immigration clearance upon arrival, as the ICA’s system would already have their electronic arrival cards which were submitted in advance, according to a statement by the ICA.

All other visitors are still required to complete the paper-based disembarkation/embarkation cards. This includes those arriving at sea checkpoints via cruise liners, land checkpoints via rail, cars, motorcycles and lorries, and those entering Singapore to assume work pass status, said the authority.

ICA said that it will study the results of this trial and progressively extend the SG Arrival Card e-service to all foreign visitors.

The electronic arrival card is expected to replace the paper-based cards by 2021, said the Straits Times report.

Los Angeles Tourism ramps up APAC efforts with SE Asia added to regional director’s portfolio

By TTG Asia

August 20, 2019

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The Los Angeles Tourism & Convention Board is expanding its presence in the region with the appointment of Craig Gibbons to now oversee Indonesia, Malaysia, the Philippines, Singapore, Thailand, Vietnam, in addition to Australia and New Zealand.

Based in Sydney, Gibbons has been Los Angeles Tourism’s regional director for Australia/New Zealand since 2014.

In his expanded role, Gibbons will develop and support air service for Los Angeles International Airport; design a destination training programme for the travel trade utilising the L.A. Insider programme; and attend key industry trade shows in the region.

Prior to joining Los Angeles Tourism, Gibbons was the commercial & trade executive, South-east Asia & Australia for Visit Britain and held the role of Australia country manager for Visit Indonesia.

“South-east Asia continues to be an expanding source-market for travel to the US and we are keen to increase and support airlift from the region,” stated Kathryn Smits, vice president, tourism for the Los Angeles Tourism & Convention Board.

Radisson adds Hoi An to Vietnam portfolio

By TTG Asia

August 20, 2019

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Radisson Hotel Group has announced the signing of a beachfront property close to Hoi An, the heritage port town on Vietnam’s central coast.

Slated to open in 2021, Radisson Blu Hoi An will be nestled directly on the Ha My Beach, just eight kilometres from Hoi An’s UNESCO World Heritage-listed town centre and 30 minutes’ drive from Danang International Airport.

Radisson Hotel Group announced at a signing ceremony they will be opening Radisson Blu Hoi An, their fourth property in Vietnam

The low-rise property, comprising 734 rooms, suites and villas, will flow around a series of reflective pools, with wooden walkways and landscaped gardens. Facilities on-site include a water sports and recreation centre, several swimming pools, a spa, fitness centre, kids’ club, rooftop garden, three restaurants, a lobby lounge and pool bar. The property also features a ballroom, meeting facilities and a private beach for alfresco occasions.

Developed by Indochina Hoi An Beach Villas, a subsidiary of the Bamboo Capital Group, and designed by BAKH Architecture, Radisson Blu Hoi An will embrace eco-friendly features, such as solar panels, rainwater harvesting systems, recycling, energy conservation and green walls.

Radisson Blu Hoi An is the company’s fourth property in Vietnam, following Radisson Blu Resort Phu Quoc, Radisson Blu Resort Cam Ranh and Radisson Resort Phu Quoc Long Beach.

Thai Airways unveils royal barge livery plane

By TTG Asia

August 20, 2019

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Thai Airways International (THAI) has embellished a Boeing 777-300 aircraft with the Suphannahong Royal Barge livery to commemorate the coronation of Thailand’s new king this year.

THAI’s president Sumeth Damrongchaitham, who presided over a sacred ceremony to bless the aircraft livery, said the effort is an expression of the national carrier’s loyalty and honour to the royal coronation – which was held on May 4, 2019, with celebrations to continue until May 4, 2020.

The royal barge livery on THAI’s Boeing 777-300 aircraft will appear on the plane till end 2022

The airline received permission to paint the Suphannahong Royal Barge aircraft livery on its Boeing 777-300 aircraft, which was royally bestowed the name “Lahan Sai”. The emblem will appear on the aircraft till end 2022.

This special aircraft, equipped with 34 seats in Royal Silk Class and 330 seats in Economy Class, will be operated on round-trip flights from Bangkok-Seoul, Taipei, Beijing, Singapore, Kuala Lumpur and Sapporo.

The Suphannahong Royal Barge, originally called “Si Suphannahong” or “Chai Suphannahong Royal Barge” has been the Thai king’s royal barge since the Ayutthaya era.

The current Suphannahong Royal Barge was constructed upon the order of King Rama V, and completed during the reign of King Rama VI.

At the front or bow of the barge is a golden swan figurehead, the body or hull is the body of the swan etched in wood and decorated with gold leaf, mirrors, tassels and engraved glass. The exterior of the barge was painted black, while the interior was painted red, with a throne in the middle of the barge for the monarch or royalty. The Royal Barge is 46.2m long, 3.2m wide, and 15 tons in weight.

How to engage travellers on their purchase journey

Sofitel to make South Korea debut in 2021

Wellington Capital Tastes, New Zealand

Competition for SE Asia’s budget hotel sector heats up as RedDoorz raises another US$70m in funding

Sri Lanka’s private sector takes matters in own hands to drive tourism recovery

Aviation tech provider Hitit trains sights on expansion in Asia

Singapore’s ICA extends e-arrival card trial service to more visitors

Los Angeles Tourism ramps up APAC efforts with SE Asia added to regional director’s portfolio

Radisson adds Hoi An to Vietnam portfolio

Thai Airways unveils royal barge livery plane

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