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How to Develop an Integrated Digital Marketing
Strategy for Tourism and Hospitality Promotion@skydigitalagency

hello@skycrm.asia

www.skydigitalagency.com

http://bit.ly/skydigital-youtube
Charmaine Lee
Chief Digital Marketing Officer 

Sky Digital Agency
Charmaine Lee
Chief Digital Marketing Officer 

Sky Digital Agency
A little about me…
Founded in 2010 Rebranded in 2014 Founded in 2015
Trainer in Instagram Marketing
& Email Marketing Courses
Collaborations in 2019Associate Adult Educator
Charmaine Lee
Chief Digital Marketing Officer 

Sky Digital Agency
How many of you are from:
Tourism Industry:

Tourism development,
management of the travel
industry, tourism marketing, 

and tourism services
Hospitality Industry:

Hotels, restaurants, cruise
ships, amusement parks,
country clubs, and convention
centers
Other Industries / 

Just want to learn
more
© 2019 Sky Digital Agency. @skydigitalagency. hello@skycrm.asia
Video to watch: https://www.youtube.com/watch?v=7t2uI42dY9A
Charmaine Lee
Chief Digital Marketing Officer 

Sky Digital Agency
© 2019 Sky Digital Agency. @skydigitalagency. hello@skycrm.asia
Industry 1.0 to 4.0
Most businesses define your business as what you do, instead of
the benefits you provide. - Guy Kawasaki
Guy Kawasaki used to work for Apple under Steve Jobs. And noted that in order to leap unto the next industry
revolution, we need to be innovators. He used Ice Business in the 1800s as an example in his Ted Talk. In the ice
business, the companies in Industry 1.0 never made it to Industry 2.0, and those in Industry 2.0 did not make it
to Industry 3.0.
WHAT IS 4.0?
Internet of things. Digital
Transformation. Virtual
Experience.
ICE 1.0, ICE HARVESTING
Late 1800s, early 1900s
Bigger Horse, Bigger Saw
ICE 2.0, ICE FACTORY
No limitations by climate
and season.
ICE 3.0, FREEZER
Personal Ice Factory, like a
Personal PC
Charmaine Lee
Chief Digital Marketing Officer 

Sky Digital Agency
© 2019 Sky Digital Agency. @skydigitalagency. hello@skycrm.asia
What is Industry 4.0?
Who owns the largest
amount of hotels
around the world?
Who owns the
largest cab fleet
around ASIA?
Largest retail
company in the
world?
Charmaine Lee
Chief Digital Marketing Officer 

Sky Digital Agency
© 2019 Sky Digital Agency. @skydigitalagency. hello@skycrm.asia
Barnes & Nobles
B&N responded by trying to get in on the ebook craze and
created their ereader, the NOOK. While the logic was
certainly there, this was, ultimately, a failed venture, losing
the company more than a billion dollars.
Burning through four CEOs in five years and closing over
150 bookstores in the past decade
Source: https://bookriot.com/2019/08/27/what-happened-to-barnes-and-
noble-and-whats-in-store-for-the-chain/
1What is key in every country but has not evolved?
© 2019 Sky Digital Agency. @skydigitalagency. hello@skycrm.asia
What is Digital Marketing?
Comprises of all marketing efforts that uses electronic devices or the internet.
Website SEO Marketing
Blogging Video Marketing Content
Marketing
Email Marketing Social Media
Search Engine
Optimization (SEM)
Also known as 

Pay-per-click
© 2019 Sky Digital Agency. @skydigitalagency. hello@skycrm.asia
What are the Benefits of Digital Marketing?
Here are some Key Benefits of Digital Marketing:
© 2019 Sky Digital Agency. @skydigitalagency. hello@skycrm.asia
Saves Time vs
Traditional Marketing
Campaigns
Real Time Analysis
of Campaign
Results & ROI
Economical for
SMEs, even more
so for MNCs
Instant Feedback,
Received well or
not
Provides Flexibility
to change and
improve
Ability to Target
Specific
Audiences
Sales v.s. Marketing
What is Sales?
Charmaine Lee
Chief Digital Marketing Officer 

Sky Digital Agency
© 2019 Sky Digital Agency. @skydigitalagency. hello@skycrm.asia
Sales v.s. Marketing
What is Marketing?
© 2019 Sky Digital Agency. @skydigitalagency. hello@skycrm.asia
Charmaine Lee
Chief Digital Marketing Officer 

Sky Digital Agency
“The best marketing
doesn’t feel like marketing.”
– Tom Fishburne, Founder of Marketoonist
© 2019 Sky Digital Agency. @skydigitalagency. hello@skycrm.asia
Charmaine Lee
Chief Digital Marketing Officer 

Sky Digital Agency
1
In 1920s, we had
Colour in Print of
Magazines
In 1960s, we had the
Emotional Impact that
changed the Creative
Industry.
In 2000, Google
launched AdWords by
Intent revolutionise
advertising.
In 2012, Facebook introduced
targeted advertising, in 2013
Facebook buys Atlas Solutions from
Microsoft for $100 million, and
started serving re-targeting ads.
In the 1800s, we
had print in black
and white.
120 years 40 years 40 years 12 years
The evolution of advertising
© 2019 Sky Digital Agency. @skydigitalagency. hello@skycrm.asia
Majority of our marketing and advertising
messages, jump from awareness to action!
AWARENESS,

or Attracting
Attention
INTEREST,

Generating Interest
DESIRE,

Stimulating Desire
ACTION, 

Spurring Action
A.I.D.A
How can we improve your
social media marketing?
© 2019 Sky Digital Agency. @skydigitalagency. hello@skycrm.asia
Strengths & Weaknesses: The beauty of Philippines
7,641 islands 82 provinces
Beaches, 

Summer Weather
Diving & 

Snorkelling
Food & 

Seafood
© 2019 Sky Digital Agency. @skydigitalagency. hello@skycrm.asia
© 2019 Sky Digital Agency. @skydigitalagency. hello@skycrm.asia
1. Understanding your
buyer’s journey with you…
AWARENESS CONSIDERATION DECISION
1. Course Content

2. Course Fees (Grants)
3. Trainer Profile
4. Convenience of location (Raffles Place)
5. Regular schedules
6. Video tips on YouTube, Peatix
7. Visually appealing website
8. Active and/or Advertise on Social Media
9. Testimonials (Website)
10. Facebook / Google Reviews (Credibility)
11. FREE Ebooks: Website / Facebook Ad
12. EventBrite / Peatix
1
What triggers the
decision for travel
destinations?Work or Holiday
What will trigger an A.I.D.A to travel to
your destination, and use your service?
The AWARENESS stage
on a destination.
What type of
traveller are you?
© 2019 Sky Digital Agency. @skydigitalagency. hello@skycrm.asia
1
What triggers the decision
for travel destinations?
The key questions that triggers my
travelling behaviour and choice:
CONSIDERATION

• Flight Price
• Day Trip Options
• Price for Day Tours
• YouTube Videos
• Street Food

• Walking Tours

• Free & Easy
Work or Holiday
The AWARENESS stage
on a destination.
What type of
traveller are you?
© 2019 Sky Digital Agency. @skydigitalagency. hello@skycrm.asia
1
What triggers the decision
for travel destinations?
A Buyer’s Journey on the Internet
Work or Holiday
DECISION
• Reviews Online

• Branding
• Easy to Use Website

• Word of Mouth

• Pricing
What type of
traveller are you?
CONSIDERATION

• Flight Price
• Day Trip Options
• Price for Day Tours
• YouTube Videos
• Street Food

• Walking Tours

• Free & Easy
The AWARENESS stage
on a destination.
© 2019 Sky Digital Agency. @skydigitalagency. hello@skycrm.asia
1
1. Customer Persona, Who are they?

2. Understanding your customer’s buyer journey.
AWARENESS

• Flight Promotion

• JetStar Weekly Newsletter
• SilkAir Spontaneous GetAway
• Yearly Family / Friends Travel 

• Food Videos on YouTube
CONSIDERATION

• Personal Experience
• Day Trip Options
• Price for Day Tours
• YouTube Videos
• Street Food

• Free & Easy

• Safety / Shopping
DECISION

• Budget
• Period of Travel
• Places to Visit

• Type of Activity
• How instagram-able?
+ +
© 2019 Sky Digital Agency. @skydigitalagency. hello@skycrm.asia
3. Digital Marketing v.s. Integrated Digital Marketing
© 2019 Sky Digital Agency. @skydigitalagency. hello@skycrm.asia
Video Link: https://www.youtube.com/watch?v=dZTbCDi0ePc
© 2019 Sky Digital Agency. @skydigitalagency. hello@skycrm.asia
What is your Enticing/
Valuable Offer?
Social Media Ads
Capture their Emails
with Giveaways
Send them emails to
nurture them
Make a sale / Offer
to purchase
1
4. Map out a Sales Funnel for your
Social Media Marketing Strategy
1Let’s look at some Singapore Tourism Case Study
Digital Marketing Strategy for Tourism Industry
Digital Marketing Strategy for Tourism Industry
Digital Marketing Strategy for Tourism Industry
Digital Marketing Strategy for Tourism Industry
Digital Marketing Strategy for Tourism Industry
Digital Marketing Strategy for Tourism Industry
5. How can you stand out from the crowd?
1
Leverage on the story you can tell with these amazing photos and travels!
1
Start involving Videos in your Tourism Marketing Strategy!
AIRASIA x NOC

since 2016
SILLKAIR x NOC

since Sep 2019
© 2019 Sky Digital Agency. @skydigitalagency. hello@skycrm.asia
1
1
How many of Hotels get booked
directly from Hotel Websites?
* EMAIL LEAD GENERATION

• Upon Booking

• Upon Check-in
• Provide more value

• Fun Facts about travel destination or itineraries
Business Partners: 

Events, Conference
Weddings
Airline 

Partners
Travel Agency
Partners
Celebrity
How can you develop an Integrated Digital Marketing
Traffic for Tourism & Hospitality Promotion?
1. Customer
Persona
2. Understand their
buyer’s journey
3. Integrated
Digital Marketing
4. Sales Funnels in
for your business
5. Stand out from
the crowd
1
Landing Pages v.s. Website
© 2019 Sky Digital Agency. @skydigitalagency. hello@skycrm.asia
1. Your Unique Selling Proposition (USP) 

• The main headline 

• A supporting headline


2. The hero shot
• Image or video showing context of use


3. The benefits of your offering 

• A bulleted list summary of benefits 



4. Social proof 

• Testimonials or reviews


5. A single conversion goal
© 2019 Sky Digital Agency. @skydigitalagency. hello@skycrm.asia
YouTube Video: https://www.youtube.com/watch?v=3Sk7cOqB9Dk
© 2019 Sky Digital Agency. @skydigitalagency. hello@skycrm.asia
YouTube Video: https://www.youtube.com/watch?v=cbtf1oyNg-8
What are your Digital Marketing Goals?
Let’s begin with the end in mind.
Generate / Increase
Leads for your Business
How will you track it?
Cost per Email
Lead Collected
Generate Traffic to your
Business Website?
Expand your
email database?
Cost per Click
to your website
Cost per Lead Generated
from Campaign
© 2019 Sky Digital Agency. @skydigitalagency. hello@skycrm.asia
If there are nine rabbits on the
ground, if you want to catch one,
just focus on one. - Jack Ma
© 2019 Sky Digital Agency. @skydigitalagency. hello@skycrm.asia
1
A Sales Funnel will help optimize your
Return on Investment & Conversion Rates
Social Media Ads
Capture their Emails with
Giveaways with Pop-ups
or Landing Pages
Send them emails to
nurture them, re-market,
cross sell, etc.
Make a sale / Offer
to purchase
Thank you!
Q&A Time
@skydigitalagency

hello@skycrm.asia

www.skydigitalagency.com

http://bit.ly/skydigital-youtube
Charmaine Lee
Chief Digital Marketing Officer 

Sky Digital Agency
© 2019 Sky Digital Agency. @skydigitalagency. hello@skycrm.asia

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Digital Marketing Strategy for Tourism Industry

  • 1. How to Develop an Integrated Digital Marketing Strategy for Tourism and Hospitality Promotion@skydigitalagency
 hello@skycrm.asia
 www.skydigitalagency.com
 http://bit.ly/skydigital-youtube Charmaine Lee Chief Digital Marketing Officer 
 Sky Digital Agency
  • 2. Charmaine Lee Chief Digital Marketing Officer 
 Sky Digital Agency A little about me… Founded in 2010 Rebranded in 2014 Founded in 2015 Trainer in Instagram Marketing & Email Marketing Courses Collaborations in 2019Associate Adult Educator
  • 3. Charmaine Lee Chief Digital Marketing Officer 
 Sky Digital Agency How many of you are from: Tourism Industry:
 Tourism development, management of the travel industry, tourism marketing, 
 and tourism services Hospitality Industry:
 Hotels, restaurants, cruise ships, amusement parks, country clubs, and convention centers Other Industries / 
 Just want to learn more © 2019 Sky Digital Agency. @skydigitalagency. hello@skycrm.asia
  • 4. Video to watch: https://www.youtube.com/watch?v=7t2uI42dY9A
  • 5. Charmaine Lee Chief Digital Marketing Officer 
 Sky Digital Agency © 2019 Sky Digital Agency. @skydigitalagency. hello@skycrm.asia Industry 1.0 to 4.0 Most businesses define your business as what you do, instead of the benefits you provide. - Guy Kawasaki Guy Kawasaki used to work for Apple under Steve Jobs. And noted that in order to leap unto the next industry revolution, we need to be innovators. He used Ice Business in the 1800s as an example in his Ted Talk. In the ice business, the companies in Industry 1.0 never made it to Industry 2.0, and those in Industry 2.0 did not make it to Industry 3.0. WHAT IS 4.0? Internet of things. Digital Transformation. Virtual Experience. ICE 1.0, ICE HARVESTING Late 1800s, early 1900s Bigger Horse, Bigger Saw ICE 2.0, ICE FACTORY No limitations by climate and season. ICE 3.0, FREEZER Personal Ice Factory, like a Personal PC
  • 6. Charmaine Lee Chief Digital Marketing Officer 
 Sky Digital Agency © 2019 Sky Digital Agency. @skydigitalagency. hello@skycrm.asia What is Industry 4.0? Who owns the largest amount of hotels around the world? Who owns the largest cab fleet around ASIA? Largest retail company in the world?
  • 7. Charmaine Lee Chief Digital Marketing Officer 
 Sky Digital Agency © 2019 Sky Digital Agency. @skydigitalagency. hello@skycrm.asia Barnes & Nobles B&N responded by trying to get in on the ebook craze and created their ereader, the NOOK. While the logic was certainly there, this was, ultimately, a failed venture, losing the company more than a billion dollars. Burning through four CEOs in five years and closing over 150 bookstores in the past decade Source: https://bookriot.com/2019/08/27/what-happened-to-barnes-and- noble-and-whats-in-store-for-the-chain/
  • 8. 1What is key in every country but has not evolved? © 2019 Sky Digital Agency. @skydigitalagency. hello@skycrm.asia
  • 9. What is Digital Marketing? Comprises of all marketing efforts that uses electronic devices or the internet. Website SEO Marketing Blogging Video Marketing Content Marketing Email Marketing Social Media Search Engine Optimization (SEM) Also known as 
 Pay-per-click © 2019 Sky Digital Agency. @skydigitalagency. hello@skycrm.asia
  • 10. What are the Benefits of Digital Marketing? Here are some Key Benefits of Digital Marketing: © 2019 Sky Digital Agency. @skydigitalagency. hello@skycrm.asia Saves Time vs Traditional Marketing Campaigns Real Time Analysis of Campaign Results & ROI Economical for SMEs, even more so for MNCs Instant Feedback, Received well or not Provides Flexibility to change and improve Ability to Target Specific Audiences
  • 11. Sales v.s. Marketing What is Sales? Charmaine Lee Chief Digital Marketing Officer 
 Sky Digital Agency © 2019 Sky Digital Agency. @skydigitalagency. hello@skycrm.asia
  • 12. Sales v.s. Marketing What is Marketing? © 2019 Sky Digital Agency. @skydigitalagency. hello@skycrm.asia Charmaine Lee Chief Digital Marketing Officer 
 Sky Digital Agency
  • 13. “The best marketing doesn’t feel like marketing.” – Tom Fishburne, Founder of Marketoonist © 2019 Sky Digital Agency. @skydigitalagency. hello@skycrm.asia Charmaine Lee Chief Digital Marketing Officer 
 Sky Digital Agency
  • 14. 1 In 1920s, we had Colour in Print of Magazines In 1960s, we had the Emotional Impact that changed the Creative Industry. In 2000, Google launched AdWords by Intent revolutionise advertising. In 2012, Facebook introduced targeted advertising, in 2013 Facebook buys Atlas Solutions from Microsoft for $100 million, and started serving re-targeting ads. In the 1800s, we had print in black and white. 120 years 40 years 40 years 12 years The evolution of advertising © 2019 Sky Digital Agency. @skydigitalagency. hello@skycrm.asia
  • 15. Majority of our marketing and advertising messages, jump from awareness to action! AWARENESS,
 or Attracting Attention INTEREST,
 Generating Interest DESIRE,
 Stimulating Desire ACTION, 
 Spurring Action A.I.D.A How can we improve your social media marketing? © 2019 Sky Digital Agency. @skydigitalagency. hello@skycrm.asia
  • 16. Strengths & Weaknesses: The beauty of Philippines 7,641 islands 82 provinces Beaches, 
 Summer Weather Diving & 
 Snorkelling Food & 
 Seafood © 2019 Sky Digital Agency. @skydigitalagency. hello@skycrm.asia
  • 17. © 2019 Sky Digital Agency. @skydigitalagency. hello@skycrm.asia 1. Understanding your buyer’s journey with you… AWARENESS CONSIDERATION DECISION 1. Course Content
 2. Course Fees (Grants) 3. Trainer Profile 4. Convenience of location (Raffles Place) 5. Regular schedules 6. Video tips on YouTube, Peatix 7. Visually appealing website 8. Active and/or Advertise on Social Media 9. Testimonials (Website) 10. Facebook / Google Reviews (Credibility) 11. FREE Ebooks: Website / Facebook Ad 12. EventBrite / Peatix
  • 18. 1 What triggers the decision for travel destinations?Work or Holiday What will trigger an A.I.D.A to travel to your destination, and use your service? The AWARENESS stage on a destination. What type of traveller are you? © 2019 Sky Digital Agency. @skydigitalagency. hello@skycrm.asia
  • 19. 1 What triggers the decision for travel destinations? The key questions that triggers my travelling behaviour and choice: CONSIDERATION
 • Flight Price • Day Trip Options • Price for Day Tours • YouTube Videos • Street Food
 • Walking Tours
 • Free & Easy Work or Holiday The AWARENESS stage on a destination. What type of traveller are you? © 2019 Sky Digital Agency. @skydigitalagency. hello@skycrm.asia
  • 20. 1 What triggers the decision for travel destinations? A Buyer’s Journey on the Internet Work or Holiday DECISION • Reviews Online
 • Branding • Easy to Use Website
 • Word of Mouth
 • Pricing What type of traveller are you? CONSIDERATION
 • Flight Price • Day Trip Options • Price for Day Tours • YouTube Videos • Street Food
 • Walking Tours
 • Free & Easy The AWARENESS stage on a destination. © 2019 Sky Digital Agency. @skydigitalagency. hello@skycrm.asia
  • 21. 1 1. Customer Persona, Who are they?
 2. Understanding your customer’s buyer journey. AWARENESS
 • Flight Promotion
 • JetStar Weekly Newsletter • SilkAir Spontaneous GetAway • Yearly Family / Friends Travel 
 • Food Videos on YouTube CONSIDERATION
 • Personal Experience • Day Trip Options • Price for Day Tours • YouTube Videos • Street Food
 • Free & Easy
 • Safety / Shopping DECISION
 • Budget • Period of Travel • Places to Visit
 • Type of Activity • How instagram-able? + + © 2019 Sky Digital Agency. @skydigitalagency. hello@skycrm.asia
  • 22. 3. Digital Marketing v.s. Integrated Digital Marketing © 2019 Sky Digital Agency. @skydigitalagency. hello@skycrm.asia Video Link: https://www.youtube.com/watch?v=dZTbCDi0ePc
  • 23. © 2019 Sky Digital Agency. @skydigitalagency. hello@skycrm.asia What is your Enticing/ Valuable Offer? Social Media Ads Capture their Emails with Giveaways Send them emails to nurture them Make a sale / Offer to purchase 1 4. Map out a Sales Funnel for your Social Media Marketing Strategy
  • 24. 1Let’s look at some Singapore Tourism Case Study
  • 31. 5. How can you stand out from the crowd?
  • 32. 1 Leverage on the story you can tell with these amazing photos and travels!
  • 33. 1 Start involving Videos in your Tourism Marketing Strategy! AIRASIA x NOC
 since 2016 SILLKAIR x NOC
 since Sep 2019 © 2019 Sky Digital Agency. @skydigitalagency. hello@skycrm.asia
  • 34. 1 1 How many of Hotels get booked directly from Hotel Websites? * EMAIL LEAD GENERATION
 • Upon Booking
 • Upon Check-in • Provide more value
 • Fun Facts about travel destination or itineraries Business Partners: 
 Events, Conference Weddings Airline 
 Partners Travel Agency Partners Celebrity
  • 35. How can you develop an Integrated Digital Marketing Traffic for Tourism & Hospitality Promotion? 1. Customer Persona 2. Understand their buyer’s journey 3. Integrated Digital Marketing 4. Sales Funnels in for your business 5. Stand out from the crowd
  • 36. 1 Landing Pages v.s. Website © 2019 Sky Digital Agency. @skydigitalagency. hello@skycrm.asia 1. Your Unique Selling Proposition (USP) 
 • The main headline 
 • A supporting headline 
 2. The hero shot • Image or video showing context of use 
 3. The benefits of your offering 
 • A bulleted list summary of benefits 
 
 4. Social proof 
 • Testimonials or reviews 
 5. A single conversion goal
  • 37. © 2019 Sky Digital Agency. @skydigitalagency. hello@skycrm.asia YouTube Video: https://www.youtube.com/watch?v=3Sk7cOqB9Dk
  • 38. © 2019 Sky Digital Agency. @skydigitalagency. hello@skycrm.asia YouTube Video: https://www.youtube.com/watch?v=cbtf1oyNg-8
  • 39. What are your Digital Marketing Goals? Let’s begin with the end in mind. Generate / Increase Leads for your Business How will you track it? Cost per Email Lead Collected Generate Traffic to your Business Website? Expand your email database? Cost per Click to your website Cost per Lead Generated from Campaign © 2019 Sky Digital Agency. @skydigitalagency. hello@skycrm.asia
  • 40. If there are nine rabbits on the ground, if you want to catch one, just focus on one. - Jack Ma
  • 41. © 2019 Sky Digital Agency. @skydigitalagency. hello@skycrm.asia 1 A Sales Funnel will help optimize your Return on Investment & Conversion Rates Social Media Ads Capture their Emails with Giveaways with Pop-ups or Landing Pages Send them emails to nurture them, re-market, cross sell, etc. Make a sale / Offer to purchase
  • 42. Thank you! Q&A Time @skydigitalagency
 hello@skycrm.asia
 www.skydigitalagency.com
 http://bit.ly/skydigital-youtube Charmaine Lee Chief Digital Marketing Officer 
 Sky Digital Agency © 2019 Sky Digital Agency. @skydigitalagency. hello@skycrm.asia