ʻOi aku ka maikaʻi o ka ʻenehana digital i ka ʻoihana ma mua o nā koho kuʻuna i ka wā maʻi maʻi Covid-19, e hōʻike ana i ka noiʻi i hoʻokuʻu ʻia i kēia lā (Poakahi 1 Nowemapa) e WTM London a me Travel Forward.

Ma kahi kokoke i 700 mau luna nui mai ka honua holoʻokoʻa i komo i ka WTM Industry Report a ua noi ʻia e hoʻonohonoho i ka pono o nā ʻano ʻenehana a me nā ala. Ma kahi kokoke i ka hapalua o ka laʻana (47%) i ʻōlelo ʻia ʻo nā kaila kūʻai kikohoʻe e like me ka huli ʻana i ka ʻenekini, ʻimi uku a me ke kūʻai aku ʻana i ka leka uila i maikaʻi loa i ka wā o ka maʻi maʻi, me kahi 30% e wehewehe ana iā lākou he maikaʻi loa. ʻO 6% wale nō i wehewehe iā lākou he mea pono ʻole.

I ka hoʻohālikelike ʻana, ʻo 25% wale nō o nā execs i ʻōlelo he maikaʻi loa nā māka huakaʻi alanui kiʻekiʻe i ke kākoʻo ʻana i kā lākou ʻoihana i ka wā o ka pilikia, me ka liʻiliʻi (31%) e ʻōlelo ana he maikaʻi loa lākou. ʻO ka hapa nui (16%) i ʻōlelo ʻaʻole pono nā luna alanui kiʻekiʻe.

ʻO ka ʻōlelo maʻamau, ʻoi aku ka ikaika o nā ala pololei i ka mea kūʻai aku i ka wā maʻi maʻi. Ua hōʻike ʻia nā paena pūnaewele brand, nā polokalamu a me nā kikowaena hoʻopili i ka maikaʻi a i ʻole ka maikaʻi loa e ka ʻoi aku o 70% o ka laʻana, me ka helu e hoʻokuʻu ana iā lākou no ka mea ʻaʻole pono i loko o ka pākēneka helu helu hoʻokahi.

ʻO ka hoʻokaʻawale ʻana, ʻoi aku ka maikaʻi a i ʻole ka maikaʻi o ka media kuʻuna e like me ka paʻi, TV a me ka leka uila no ka liʻiliʻi ma mua o 50%, akā he pākēneka kiʻekiʻe - 17% - ua hoʻokuʻu i kēia mau ala ʻaʻole pono.

Ma nā wahi ʻē aʻe, ua nīnau kikoʻī ʻia nā execs e pili ana i ʻelua mau ʻenehana ʻenehana mua-Covid era. ʻOi aku ka maikaʻi o ke ao ma mua o ka hapalua o ka laʻana (52%), ʻoiai e makemake ana nā mea kūʻai aku a me nā luna moʻokāki e ʻike i ke kumu i manaʻo ai ʻaʻole pono ke ao. Pēlā nō, ʻoi aku ka maikaʻi o nā API - polokalamu e hiki ai i nā ʻōnaehana ʻelua ke launa pū kekahi me kekahi - no ka hapalua o ka hāpana akā ʻaʻole pono no 8%.

Eia nō naʻe, ʻo ka ʻāpana hana maikaʻi loa ʻo ia nā moena moe a me nā aggregators, me ka liʻiliʻi o ka hapalua (48%) e ʻōlelo nei ua kākoʻo kēia mau ʻoihana i ka wā maʻi maʻi, ʻo ka helu haʻahaʻa haʻahaʻa loa o kekahi ma ka papa inoa. Eia hou, he hapa liʻiliʻi - 13% - hoʻokuʻu iā lākou he mea ʻole.

ʻO ka ʻokoʻa, ʻo ka hihia hoʻohana ʻenehana hana maikaʻi loa ʻo ia ke kamaʻilio, me nā limahana a me nā mea kūʻai aku. ʻOi aku ma mua o 80% o ka laʻana i ʻōlelo ʻia ua kūpono kēia mau mea hana no ka hoʻohana ʻana i loko, me ka 4% wale nō e ʻōlelo nei ua hāʻule kēia mau mea hana. ʻO ka hoʻohana ʻana i ka ʻenehana e kamaʻilio me nā mea kūʻai aku o waho ua hana maikaʻi no ka aneane ʻekolu a ʻehā (74%), me 6% wale nō ka ʻoluʻolu ʻole.

Ua ʻōlelo ʻo Simon Press, Luna Hoʻokele, WTM London a me Travel Forward; "He ʻike hoihoi kēia i ka maikaʻi o ka ʻenehana - ma ke ʻano ākea - i ke kiʻekiʻe o ka maʻi maʻi. Hōʻike ia i ka ʻāpana ʻenehana me kekahi mau ʻenehana a / a i ʻole nā waena i kūpono ʻole no ke kumu a hāʻule i ka mea e pono ai, aʻo nā mea ʻē aʻe ua puka mai me ka ʻae ʻia o ke ao holoʻokoʻa.

"Ke hōʻike nei ʻo WTM London a me kāna kaikuahine e pili ana i ka ʻenehana ʻo Travel Forward e kōkua i nā hui huakaʻi e ana i ke ʻano o ka ʻenehana a lākou e pono ai a me ka mea e hui pū ai e kūkulu hou i ka huakaʻi."

He aha e lawe ʻia mai kēia ʻatikala:

Brand web sites, apps and contact centers were described as quite or very effective by more than 70% of the sample, with the number dismissing them as ineffective was in the single digit percentages.
Nearly half the sample (47%) said that digital marketing channels such as search engine optimization, paid search and email marketing were very effective during the pandemic, with a further 30% describing them as quite effective.
Nearly 700 senior execs from around the globe took part in the WTM Industry Report and were asked to rank the efficacy of a range of technologies and channels.