Training Agenda Day 1 

 

Registration
08:30-08:45  
 

Introduction: Disintermediation, Occupancy and Competition in the Cyprus Travel Sector
08:45 – 09:00

 

Twenty Winning Sales Initiatives in the Travel  Sector 
09:00 – 10:50

We will review twenty strategies for using tactical sales initiatives. Each initiative will be explained and demonstrated using case studies.

1. Discounting: OTA / Channel Specials

2. Discounting: Daily Deal Websites

3. Discounting: Direct Online

4. Supplements: Half Board / Full Board

5. Supplements: Room Upgrades

6. Supplements: In-Resort Credit

7. Supplements: Spa Treatments

8. Supplements: Lessons or Activities

9. Customer Segments: Children Stay Free

10. Customer Segments: Loyalty Upgrades

11. Customer Segments: Loyalty Free Stays

12. Customer Segments: Regenerate Lost Accounts

13. Customer Segments: Group Offers

14. Time Planning: Mid-Week Specials

15. Time Planning: Weekend Specials

16. Time Planning: Seasonal Specials and Low-Season Offers

17. Time Planning: Long Stay Offers

18. Time Planning: Holiday Specials

19. Time Planning: Selling Events

20. Other Promotions

 

Morning Coffee Break
10:50 – 11:05

 

Calculating the Cost and Revenue of Service, Part 1
11:05 – 12:45

Providers tend to see special offers in a single dimension—filling occupancy—rather than in terms of costs of service. In this module, we will review different forms of calculating the cost of service. When viewed in this light, the real costs and benefits of a special offer or other tactical initiative become clear.

Methodology 1: Cost per Day

Methodology 2: Cost per Staff Hour

Methodology 3: Cost per Meal Upgrade

Methodology 4: Cost per Room Upgrade

 

12:45 – 13:45 Lunch Break

 

Calculating the Cost and Revenue of Service, Part 2

13:45 – 15:00

Methodology 5: Cost per Child Supplement

Methodology 6: Cost per Free Stay

Methodology 7: Cost per Free Spa Treatment

Methodology 8: Cost per Free Car Rental

Methodology 9: Cost per Free Lesson

Methodology 10: Cost per Third-Party Referral

 

15:00 – 15:15 Afternoon Coffee Break

 

Consumer Segmentation and Targetting
15:15 – 17:15

• Definition of Customer Segments and Micro-Segments

• Quantification of Micro-Segments

• Determination of Value and Image by Segments

• Quantification of Sales Success and Conversion Rates

• Media and Communications Channels

• Other Forms of Selling

 

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Training Agenda Day 2

 

 

Tourism Promotion on Facebook, Part 1
08:45 – 10:45

Facebook is rapidly transforming into one of the most cost-effective tools for tourism marketing. This module explores Facebook marketing techniques for the tourism sector, and includes:

• Generic posting and management requirements

• Gaining Likes and followers

• Managing online comments

• Vouchers and events

• Advertising formats

• Retargetting / remarketing

• Facebook lead generation

 

Morning Coffee Break
10:45 – 11:00

 

Tourism Promotion, Part 2
11:00 – 12:45

• Claiming and Managing your FourSquare Page

• Developing travel incentives, competitions and vouchers using PageModo

• Developing travel incentives and competitions using Side Stack

 

12:45 – 13:45 Lunch Break

 

Direct Travel Marketing Using MailChimp
13:45 – 15:30

• Exporting Guest Data and Contacts

• Consolidating and Cleaning Contacts

• Segmenting Contacts Offline

• Uploading Contacts and Creating Segmented Lists

• Developing and Scheduling Tactical Sales Offers

• Measuring Results

 

Afternoon Coffee Break
15:30 – 15:45

 

Analytics and Campaign Management
15:45 – 17:00

• Measuring results across the online value chain

• Newsletter opens and clicks

• Social media referrals and special offer take-ups

• Google Analytics and Webmaster Tools

• Landing page performance

• Online sales performance

 

Conclusions and Closing
17:00 – 17:15