Eurostar SNAP

Over a year ago, Eurostar launched a new « SNAP » offer.

The principle:

The aim? When connecting to the online service, the traveller can chose their destination and travel date, all while indicating whether they prefer a leaving in the morning or in the afternoon. Two days before departure, Eurostar sends the customer their allotted time schedule. Unlike a customer that pays the full price and can chose what time their train will be, Individuals using Eurostar Snap cannot chose a specific hour. Fortunately for them, prices are therefore considerably reduced.

To advertise this new service, social networks were the brand’s top priority. Their main target are young students frequently travelling to and from London and Paris. The campaign was mainly launched on Facebook and Instagram. To put forward their promotion,  they collaborated with the famous live streaming platform, Youtube.

Very little communication has been made around this up and coming concept. If you go on Eurostar’s website, you will not find this offer anywhere, unless you have already been informed about it. It never appears on the website.

So, despite the fact that the offer is very interesting and approachable, the company does very little advertising. It could attract many people and a new clientele who would not have the means to afford a classic ticket but it seems to be reserved exclusively for the frequent travellers. Perhaps this is due to their offer that appears only on their Facebook account, or maybe just by word-of-mouth.

Did EUROSTAR purposely remain discreet with this offer or was it always only reserved for certain users and at certain times of the year?

We will never know, but we believe that it is not very good communication.

Gare du Nord - Eurostar

Nina

Club Med is no longer the leader of holiday agencies in France

From the 1950’s to the 1990’s, Club Med was the leader and pioneer of all-inclusive holidays. Creating both a warm and cheerful atmosphere, they organised a lot of animations, outdoor sports, as well as a generous treat yourself lunch and luxurious swimming pools. The whole package was a revolution for travellers  around the world.

21640370_1318893134905622_1225478928_o

But then, with the rise of consumerism and the appearance of competition, Club Med became weaker. Their opponents: Marmara, Tom Cook, Lookea. These agencies suggested the same services for a lower price.

With the economic crises in 2008, Club Med definitely lost their position in the top rank and became quickly surpassed by the other agencies. The gap is between them is huge today, Club Med is seen as an expensive and premium service, whereas tourists today are more eager to discover other countries in a much more immersive experience such as couch surfing, or AirBnB.

Julie

Do you know the environment of the tourism market ?

Online reservations, mobile marketing, buying clothes, tourist goals and expectations… Discover some key figures and major trends of e-tourism in 2016 and early 2017. Here is the conclusion of the latest studies and surveys carried out among French and international travellers worldwide.

      Key figures for e-tourism in 2016-2017 : 

  • 77% of the French population have prepared their trips or short stays online in 2016 ( greater than in 2015), according to the Raffour Interactive study.
  • 49% booked all or part of their holiday online (+ 4 points), paying in full online.
  • The mobile search rate will rise to 39% in 2017 against 32% in 2016.
  • Overall e-tourism revenue grew by 5% (excluding collaborative tourism), according to the study conducted by Phocuswright. It is expected to reach more than 20 billion euros in 2017.
  • Booking.com came up with 40% of sales. Half of them were made by Online Travel Agencies.
    During the individual’s trip, the online penetration rate reached 43%, according to the Phocuswright firm. Online and physical agencies  are basically equal.

The volume of on-line reservations is expected to maintain its strong growth of around 5-6% per year, reaching 20 billion euros in 2017 and reaching near parity with the in-store of physical agencies. Online agencies will share about 45% of the market, compared to 43% in 2015.

   Trends to do with travelling in the world  

What do travellers look for in 2016 around the world? How do they decide on what they want? What essential themes and criteria are taken into account when making their decision? Will their budget be increased in 2017 compared to 2016?

Capture d’écran 2017-10-20 à 13.07.06 Capture d’écran 2017-10-20 à 13.07.14

Capture d’écran 2017-10-20 à 13.07.20

Caroline

AirBnB taking over the hotel world

AirBnB is an online platform where people across the world can offer their homes for a certain time to holiday-goers that are looking for an affordable place to stay. Therefore, it is extremely practical and popular. However, the hotel industry is decreasing dramatically due to this new way of travel.

AirBnB appears to be more attractive to the customer’s eye because it offers a place to stay that feels like home. Indeed, instead of staying in a cold, depressing hotel room, you are able to live in a welcoming and cosy apartment, occasionally even a house. Some hotel rooms cost as much as renting a place to stay, that is much bigger.

Ever since it’s appearance, 115 million travellers have stayed in 3 million AirBnB residences in more than 191 countries.

airbnb-a8707ed9_original

Its popularity is mainly due to the young tourist group, (between 18 and 30 years of age). Many decide to travel around this age period and therefore, are often not able to afford a hotel. It is a great way to travel and they are able to share the location with their friends or other people who are in a similar economic situation. This phenomenon resembles a lot like the concept of a hostel.

Hotels tend to always be located in the centre of the city and are often full. AirBnB suggests homes wherever you want. This then enables you to live wherever is most convenient.

When renting a home with AirBnB, some amenities are included in the price: wifi, washing machine, etc.  On the other hand, when you’re a customer in a hotel, in order to be able to get luxuries like free breakfast, for example, you need to pay extra.

Check-ins and checkouts in hotels are always at extremely strict hours forcing you to meticulously follow the schedule. However, when staying with AirBnB, between the time you arrive and the time you leave, are open for negotiation with your guest. Depending on the individual, they are more than likely to agree with you, whatsoever.

Furthermore, staying in the same AirBnB as your host can help you meet new people as well as immerse yourself in the culture.

AirBnB was created in 2008 and its attractiveness has never ceased to grow. In 2015, hotels saw their occupancy drop drastically. Moreover, they have an additional reason to worry due to the fact that the alternative lodging business is now targeting business travellers: the basic hotel client.

Raphaëlle

When a travel agency makes fun of a virtual reality

Surfing the waves in Bali, toasting at the Oktoberfest in Munich, learning yoga in Phuket … in the campaign by TBWA Raad, everything is possible without even moving from your living room. All this thanks to a virtual reality mask. And judging by the enthusiasm of the users, the simulation seems convincing.

Virtual reality: a technology that now, few people have tried, and yet is the only thing people seem to be talking about nowadays. However, the travel company Dnata Travel, supported by the TBWA \ RAAD agency, does not share the same enthusiasm. Their campaign mixes videos and print and demonstrates the ridiculousness of the trend: that recalls with humour and self-derision to the audience that a virtual trip will never replace real life.

Brands are decreasing because they are unable to adapt themselves due to a virtual reality. With examples sometimes successful, such as that of Audi: with their campaign offering to their customers the chance to create their own circuit. Dnata Travel is a highlight to it’s service. The journey here is shown as a visual experience, but also sensorial, experimental and social. The simplicity in the aim of the campaign makes the message even more explicit: « The real journey, is better. « 

What’s better for a travel agency than to convey a humorous image by insisting on the happiness of traveling and feeling all the sensations for real while surfing on the current technological trends that make the buzz?

Nina

The launch of Lidl Travel on Trade

The French distributor Lidl is expanding it’s activities to the tourism sector, launching a platform that enables you to book trips on the Internet.

Lidl

The brand wanted to « add a new rope to it’s bow », and « go up the market by becoming a supermarket that out stands any other, » said Michel Biero, one of the leaders of the group in France, at a press conference Tuesday evening.

Lidl is not the first French distributor to sell start selling trips: Carrefour, Auchan and Leclerc also have a sales activity for vacations and tours that has been open for several years.

Casino and Cora, however, are two similar brands that eventually abandoned this sector, because of the lack of sufficient profitability.

Today, the distributor started their communication around this new service by creating an Instagram account and a Facebook page. They also organized an event with influencers in Paris to present this new offer.

Nina