News 07.11.13 MARKETING TOOL


Google boss wants ‘inspiring video’


IF TRAVEL companies want to improve their “distressingly low” online conversion rates they must produce inspiring video content, according to a top Google executive. Sarah McDonald, head of holidays for the


search giant, said businesses across the sector had only recently started to realise the value of moving pictures. “Travel content online has been done


really badly up until now. Video is the brochure of the future.” McDonald stressed that good video


content served two roles – helping to inspire customers and then answering the key decision-making questions of “is this holiday what it says it is?” and “is it right for me?” Google research suggests conversation


rates across the holiday industry are between 0.3% and 1%, mainly attributed to the uninspiring way product is presented. McDonald said operators, destinations and hotels should consider the possibilities of YouTube, and especially its “skipable ads” facility. About 15% of consumers watch the ads served up before YouTube content, making it a very effective distribution channel. In the UK, click-through from ads cost from 3p, making them cheaper than traditional Google search keywords in travel. She also stressed the growing importance


of Google’s “indoor” Street View, which already has been used to show facilities on some cruise ships and hotels. “The aim is to have everywhere as well documented as the outdoor space on Street View.”


Hyatt goes all in with new brands


Katherine Lawrey


HYATT IS moving in to the all-inclusive market with the launch of two new brands: Ziva and Zilara. On November 1, Hyatt Ziva took over the


former Barcelo Los Cabos, while the former Royal Resorts Cancun is due to become the Hyatt Zilara Cancun on November 15. Chris Walker, vice-president, brand


experience, described the distinction between the brands. “Ziva is for all ages, for families, groups and events. Zilara is adults- only, from age 16,” he said. “Ziva is about energy and vitality and


interacting as group, while Zilara is more sophisticated and will have different dining options.” Hyatt’s brand partner for the project is


owner and franchise operator Playa Hotels & Resorts. Walker said Hyatt was looking at


developing more sites with Playa, but would also consider other developers. “The partnership with Playa works


because they have the all-inclusive experience and we can bring a little more polish to the food and beverage and customer service,” he said.


Hyatt Zilara is a former Royal Resorts property “None of our competitors have launched


specialist all-inclusive brands. All-inclusive is hugely growing and the way people perceive it has changed from 15 years ago. We now believe the all-inclusive customer experience is more in line with what we’d expect to deliver as a brand.” Towards the end of next year a third hotel


will join the portfolio: Hyatt Ziva Rose Hall in Jamaica – a former Ritz-Carlton property that is currently closed for renovations. Walker confirmed there are also plans to


expand the brands globally: “There will certainly be more properties in the Caribbean and Mexico. We are also looking at all-inclusive in the Mediterranean and North Africa, and Asia.”


Hyatt Ziva Los Cabos replaces Barcelo Los Cabos He added Hyatt made the decision to offer


all-inclusive brands after it had carried out research with existing and new customers, and both segments had showed an increased intention to stay in an all-inclusive hotel if it was attached to the Hyatt brand. “Twenty per cent of our Gold Passport


members were already staying in all- inclusives outside of the brand,” he said.


ONLINE COURSES Visit Brazil adds training modules


THE VISIT Brazil Travel Association is to add four modules to its online agent training programme (brazilot.com) later this month. The new modules, covering British


Airways, TAP Portugal, Air Europa and tour operator partners, will go live by the end of November.


Destination-specific modules on Bahia, Rio de Janeiro and Maranhao are also in the pipeline for January 2014. Chris Fuzinatto, chairman of VBRATA, said that online training is vital for a destination that is unfamiliar to many agents. “Some agents still think Buenos Aires is


the capital of Brazil,” he said. Agents will be offered the chance to win


GROWING BRAND: Celebrating expansion for Tourico Holidays are, from left: Oliver Stahlberg, Tourico Holidays; John Donnelly, Unister; Dermot Quigley, Tourico Holidays; Lauren Volcheff, Tourico Holidays; Maria Weich, Unister; Christian Kubler, Unister; Lauri Gagnon, Tourico Holidays; and Torge Petersen, V Tours.


08 07.11.2013


a place on a fam trip in 2014 as part of an agent incentive, and high-definition destination posters that are currently available to be posted out to agents will be available to download from the


VBRATA site to print off, as of next week. He reminded agents that high-resolution


photographs can already be downloaded from the tourist board’s Flickr gallery at flickr.com/visitbrazil.


The UK arm of the association now has 56 members. VBRATA is represented in the UK by Bossa Brazil, a specialist consultancy and representation company which helps European companies break into the Brazilian market. Services offered include market research, digital PR, training and sales visits. Fuzinatto, who was formerly the head of


Embratur (the Brazilian tourist board) in the UK, now works for Bossa Brazil. He encouraged any travel companies or tourist boards which hope to attract tourists from Brazil to consider using Bossa Brazil’s online training platform to reach out to travel agents and tour operators in Brazil.


Come and visit us at the TTG Media stand (EM1670) and find out more about our 360-degree media business connecting travel sellers with buyers across digital, print and events.


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