TUI - Digital Strategy Updated

DIGITAL
MARKETING
STRATEGY
THE STATE OF INTERNET IN INDIA
DIGITAL LANDSCAPE- INDIA
Internet Stats-India Internet Demographic-India
Confidential +
Proprietary
INTERNET PENETRATION
Confidential +
Proprietary
DIGITAL BUYING- INDIA
Preferred digital payment

Number of digital buyers in India
methods in India in 2015 and
from 2014 to 2020 (in millions)
2020
Confidential +
Proprietary
MOBILE & INTERNET GROWTH- INDIA
Smartphone Penetration by 2020-

Internet Penetration by 2020 -India
India
Confidential +
Proprietary
Hotel and Travel Sector in India
INDIAN TRAVEL MARKET- GROWING CURVE
Source- BCG
TRAVEL LANDSCAPE- INDIA
Number of departures of Indian

nationals from 2000 to 2016 (in
millions)
INDIAN HOTELS- GROWTH
Source- BCG
ONLINE HOTEL BOOKING LANDSCAPE
Source- BCG
Trends & Benchmarks 2017
Google Data- At a Glance
Confidential +
Proprietary
Airline Tickets, Fares & Flights
Search query and trends in India
Confidential +
Proprietary
INTERESTING FACTS
Source- Google
METRICS
Source- Google
Queries Trend
Impressions Trend on Mobile
Source- Google
SEASONALITY TREND
Source- Google
Hotels
Search query and trends in India
INTERESTING FACTS
Source- Google
METRICS
Source- Google
Queries Trend
Impressions Trend
Source- Google
SEASONALITY TREND
Source- Google
Competitors- Overview
Visits in last 3 months
Make My Trip has the maximum traffic – 100 M
Monthly Visits
Make My Trip has the maximum monthly traffic – 33 M
Source- SimilarWeb
Traffic Share- Geography
Traffic Engagement
Source- SimilarWeb
TRAFFIC CHANNELS- OVERVIEW
- Organic gets maximum traffic to the website

- Direct is second highest source of traffic
Source- SimilarWeb
DIGITAL
MARKETING
STRATEGY
- Hotels Only
- Hotels+ Flights
BRAND UNDERSTANDING
BRAND BRIEF BRAND UNDERSTANDING

TUI has recently changed it business TUI enjoys its presence in hundred and
model from ‘Package’ only to eighty countries around the world. The
selling Hotels and Hotel+ Flights company caters to audience by offering
online booking model. them best in class travel experience.
TARGET AUDIENCE – GROUPS & GEOGRAPHY
TARGET GROUPS TARGET GEOGRAPHY
• Men & Women • Pan India (Tier 1 & Tier 2 cities)

• Travel enthusiasts+ Business
Travelers
• 23 years and above
OUR OBJECTIVE
Awarene Engagem Visitors

Branding
ss ent Encouraging
Establish a
Encourage traffic on
Increase brand value
conversatio our website
visibility and and
ns with and
popularity personality
audience conversion
PROPOSED CHANNELS
Social
Media
Optimiz
ation
Channels
Search
Paid Engine
Channels Optimiz
ation
SOCIAL MEDIA
MARKETING
STRATEGY
OUR KEY
TAKEAWAYS
WHAT NEEDS TO BE DONE- LEARNING FROM OUR SOCIAL
ENGAGEMENT & COMPETITORS
• Revised content bucket for all platforms.
• Boosting the important posts.
• Encouraging user generated content on the page.
• Irregular posting should be substituted with defined posting

schedule (after having going through the audience insights)
• Encouraging conversation on the page via engagement

posts.
• Running a contest on our social media handles.

WAY FORWARD
LET’S PHASE IT OUT
TUI
PHASE 1 PHASE 2 PHASE 3

(1 Month) (1 Month) (1 Month)
SANITIZING THE PAGE

AND CAMPAIGN LAUNCH SUSTAINING THE CAMPAIGN
GENERIC POSTS / TESTIMONIALS
THE BIG CONCEPT
Why complicate?
CAMPAIGN IDEA
#UncomplicateYourGo
#UncomplicateYourGo
Think of travel/hotels/packages- know
who the pros are!
Travel made easy with TUI Travel made easy

CONTENT BUCKETS – FACEBOOK
Campaign Related Why TUI TUI Recommends

Product Posts
Posts (USPs) (Must Visit Places)
Facebook Live Did You Know Facts

Food & Culture Customer
(On important (Can talk about both,
Around The World Testimonials
events and Branded & Non-
launches) Branded Content)
Engagement Idea Contest Idea

CONTENT BUCKETS – TWITTER
Twitter Trending
Product Posts Twitter Polls Live Tweeting
Posts
Travel Tips and Travel and Food

Blog Shares Testimonials
Hacks Quotes
CONTENT BUCKETS – LINKEDIN
TUI’s News and Mentions Accolades and Honors What’s New At TUI
Sharing Industry News Sharing Market Reports

SAMPLE COVER IMAGE
SAMPLE POST
Post Copy:
Plan your travel- not your confusion!

SAMPLE POST
Post Copy: Post Copy:
Fly and stay or just stay? When your mind follows your heart-
pack your bag and leave.
We’ve bought you the best of both
worlds! For everything else, we’ve got your
SOCIAL LISTENING
Knowing that the social media is an open platform for the audience to exchange
their vies, it is important keep a tap on what is our talking about.
It is important to keep a check of:
a. Brand mentions
b. Comments
- If positive: Acknowledge
- If negative: Resolve it
c. Ratings
d. Messages
SEARCH ENGINE
OPTIMIZATION
STRATEGY
Website Analysis
WEBSITE STATS- BRIEF (LAST 3 MONTHS)
180,000
160,000 154,716
140,000
120,000
100,000
80,000
60,000
48,150
40,000 37,073
32,090 28,050
20,000
8,626 7,621
209 22
0
Organic Search Paid Search Direct Referral Display Social (Other) Email Other Advertising
Total Traffic in Last 3 Months – 316,557
Average Monthly Traffic – 105,519

36.24% Mobile
Average Bounce Rate – 65.49%
63.76% Desktop
Mobile Web has maximum Traffic Share – 64%
Website Audit – Current Gaps
WEBSITE AUDIT – SEO SCORE
Technical Testing Status

SEO Factors Details Status
Google Indexed pages 6,620 OK
Canonical Issue Not Found OK
Custom 404 page Found OK
Trailing Slash Found Poor
On Page Testing
On Page Factors Details Status
Page Title Found Need to Optimize
Meta Description Found Need to Optimize
H1 Heading Found - Multiple H1's Poor
Code to Text Ratio 13.52% Poor
Robots.txt Found OK
Image Alt Tags Not Found Poor
Sitemap.xml Found OK
Website Content Found Need to Optimize
Mobile Page Speed 65/100 Average
Desktop Page Speed 84/100 Average
WEBSITE AUDIT – SEO SCORE
SEO Score is 72 – Average

No. of Errors is 13 – Poor
No. of requests at page load is 136 - Poor

Page Size is of 3.10 MB – Poor
Page Load Time is 4.4 s – OK
Domain Authority – Average

Backlinks – OK
Page Authority – Average
WEBSITE AUDIT – TECHNICAL HEALTH
Key elements not optimized for better load time

WEBSITE AUDIT – PAGE SPEED
Mobile Page Speed is Average Desktop Page Speed is Average

WEBSITE ANALYTICS – TRAFFIC BIFURCATION
With Package Without Package
33.50%
46.02%
53.98%
66.50%
All Traffic Organic Traffic All Traffic Organic Traffic
Organic has 67% traffic share in All Traffic

71% Organic traffic coming on Package pages making these pages extremely important from a branding standpoint
in Google’s eyes
60% Organic traffic coming on Travel-Guide pages (under without package)
WEBSITE ANALYTICS – TRAFFIC REDEMPTION V1
Old Travel-Guide Urls Redirection on New URL
https://www.tui.in/international-travel-guide/greece-tourism
All Traffic Orgnaic Traffic https://www.tui.in/destinos/greece
508 454
https://www.tui.in/international-travel-guide/antarctica-tourism
All Traffic Organic Traffic https://www.tui.in/destinos/antarctica
294 274
https://www.tui.in/international-travel-guide/thailand-tourism
All Traffic Orgnaic Traffic https://www.tui.in/destinos/thailand
150 136
Suggestions: - Need to redirect Travel Guide pages on new location specific pages
Benefits:- While this will not counterbalance the loss, it will increase the SEO score of the new pages as an overall entity
WEBSITE ANALYTICS – TRAFFIC REDEMPTION V2
Old Travel-Guide Urls Redirection on New URL

https://www.tui.in/package/honeymoon-bali
All Traffic Orgnaic Traffic
2724 2347
https://www.tui.in/package/goa-bonanza-deluxe
1696 1423
https://www.tui.in/package/costa-neoclassica-mumbai-maldives
1354 1180
https://www.tui.in/package/
https://www.tui.in/package/mesmerizing-malaysia-singapore
729 824
https://www.tui.in/package/serene-singapore-cruise
801 725
https://www.tui.in/package/experience-best-hong-kong-and-macao
815 657
Suggestions: - Need to redirect Package pages on TUI.IN/PACKAGE page. Also, We should block this page from Robots.txt
Benefits:- Removal of the most traffic garnering section can impact the remaining categories and also decrease the brand
value. By taking up this strategy we are mitigating the brand impact this section might suffer as a result of the removal of
the package section
KEYWORD TARGETING
KEYWORD IDENTIFICATION AND SEGMENTATION

SAMPLE KEYWORDS
Suggested Keyword Avg. Search Vol. Suggested Keyword Avg. Search Vol.
delhi to bangalore flights 33100 hotels near delhi airport 14800
chennai to bangalore flights 9900 5 star hotels in delhi 12100
airline ticket booking 6600 hotels near mumbai airport 12100
Detailed
flights to singapore 4400 5 star hotels in mumbai 9900
Keywords List
flight tickets from delhi to mumbai 2900 hotels in new delhi 8100
flight booking india 2400 5 star hotels in pune 6600
singapore flight tickets 1900 hotels in navi mumbai 5400
international flight tickets booking online 1900 hotels in karol bagh 5400 TUI_Keyword list
mumbai to dubai flight fare 1900 delhi airport hotel 4400
flight tickets from delhi to bangalore 1900 hotels in mg road bangalore 4400
bangalore to delhi flight fare 1900 cheap hotels in delhi 3600
bangalore to bali flight 1900 hotel booking in mumbai 3600
flight tickets to india 1600 five star hotels in delhi 3600
SEO STRATEGY & Approach
STEPS/ APPROACH TO IMPROVE PERFORMANCE
STEP 1 STEP 2 STEP 3 STEP 4 STEP 5

Technical On Page URL Revision Content Off Page
Elements Elements Activation
Identify the Redrafting the

technical Two or more URLs Content Content based
elements with the
elements of running same Optimization & focused Off page
proper use of
section of the content on Internal Linking activities
keywords in the Improvement
website webpages
main elements
Objective
Better density,
Better Push ranking on
Remove Duplicity keyword based
Crawlability of the the keywords that Support in ranking
Issue of the content & anchor
Section & good have low of critical keyword
website text using relevant
user experience competition
keywords
SEO ACTIVITIES – MONTHLY REPORTING
Performance Reports On-page Report Content Marketing
• Highlighting campaign • Activities carried out • Content Marketing

status on KPIs during the month Activities Summary
• Keyword Rankings • On Page Elements • Back Link Creation

• Organic Traffic • Content Suggestions • Content syndication
• Leads Generated • Website & Technical Changes • Activities on Content marketing
• Activities Completed • Plan of Action – Next Month platforms
• Plan of Action – Next Month • Plan of Action – Next Month
SEO TOOLS – USED IN THE PROCESS
Google Webmasters
Raven SEO Tool
Screaming Frog
Xenu SEO Scan
Google Page Speed Test
Structure Data Testing Tool

PAID MARKETING
STRATEGY
PAID CHANNELS
Hotels Only
Google Facebook Native

ACEBOOK: Hotels Only (Targeting)
Website 1:) Users Visiting the Website via any medium;We would be re-marketing to them
Audience
Lookalike Audience showing similar behaviors to those who have visited the website.{List created automatically by Facebook}
Audience Audience similar to any database(Email or Phone Numbers)
Location
Targeting India
Age 25+
Gender Both
Liker Base Targeting Liker Base of Our Facebook Fan Page
Friends of
Likers Targeting Friends of Page Fans
Air Berlin, Air India, Cleartrip, EaseMyTrip.com, Emirates (airline), Expedia, Inc., GoAir, Goibibo, Indian Railway
Competitors
Targeting Catering and Tourism Corporation, Indigo, Jet Airways, Kayak, MakeMyTrip, Paytm, Skyscanner, SpiceJet, Thomas
Cook, TripAdvisor, Trivago, Viacom, Yatra.com
Travel Interest Tourism, Travel deals, Travel, Travel the World, All frequent travelers, Frequent International Travelers
Hotel Interest Hotels, Resorts
Generic
Interest Luxury Experiences, Luxury Life, Luxury Lifestyle, Luxury Resorts, Luxury Travel, Modern Luxury Lifestyle
FACEBOOK: Targeting Options
Targeting Capabilities and

Audience Segmentation
OOGLE ADWORDS: HOTELS ONLY (SAMPLE)
Keywords Avg. Monthly Searches

hotels in new delhi 148,000
dubai hotels 148,000
hotels in goa 148,000
hotels in mumbai 121,000
hotels in delhi 99,000
resorts in bangalore 99,000
hotels in bangalore 99,000
singapore hotels 54,200
resorts in mumbai 36,200
hotels near delhi airport 29,600
5 star hotels in delhi 24,200
hotels near mumbai airport 24,200
hotels near bangalore airport 19,800
5 star hotels in mumbai 19,800
5 star hotels in bangalore 19,800
5 star hotels in goa 13,200
resorts in goa 13,200
OOGLE ADWORDS: HOTELS ONLY(QUARTERLY PLAN)
1st Month
Network Est. Monthly Budget Est. Impressions Est. Clicks Est. CTR Est. CPC Est. CR Est. Conversions CPA
Google - Search INR 756,000 302,400 15,120 5.00% INR 50.00 2.70% 408 INR 1,851.85
Total INR 756,000 302,400 15,120 5.00% INR 50.00 2.70% 408 INR 1,851.85
2nd Month
RLSA INR 37,800 13,716 727 5.30% INR 52.00 2.70% 20 INR 1,925.93
Total INR 756,000 303,956 15,384 5.06% INR 49.14 2.75% 423 INR 1,786.03
3rd Month
RLSA INR 75,600 27,714 1,484 5.35% INR 50.96 2.75% 41 INR 1,850.40
Total INR 756,000 305,512 15,653 5.12% INR 48.30 2.80% 439 INR 1,722.58
ACEBOOK: Hotels Only (Targeting)
ACEBOOK: HOTELS ONLY(QUARTERLY PLAN)
1st Month
Web Conversion INR 324,000 248,238 12,462 5.02% INR 26.00 1.00% 125 INR 2,600.00
Total INR 324,000 248,238 12,462 5.02% INR 26.00 1.00% 125 INR 2,600.00
2nd Month
Remarketing INR 16,200 11,333 578 5.10% INR 28.03 1.20% 7 INR 2,335.67
Total INR 324,000 249,589 12,658 5.07% INR 25.60 1.02% 129 INR 2,512.71
3rd Month
Remarketing INR 32,400 22,900 1,180 5.15% INR 27.47 1.21% 14 INR 2,266.29
Total INR 324,000 250,942 12,857 5.12% INR 25.20 1.04% 133 INR 2,428.39
NATIVE CONTENT MARKETING
1st Month
Network Est. Monthly Budget Est. Impressions Est. Clicks Est. CPC
Colombia 100,000 4,100,000 8,333 12
2nd Month
Colombia 100,000 4,100,000 8,333 12
3rd Month
Colombia 100,000 4,100,000 8,333 12

PAID CHANNELS
Hotels+Flight
Google Facebook Native

ACEBOOK: FLIGHT+ HOTELS ONLY (TARGETING)
Website 1:) Users Visiting the Website via any medium;We would be re-marketing to them
Audience
Lookalike Audience showing similar behaviors to those who have visited the website.{List created automatically by Facebook}
Audience Audience similar to any database(Email or Phone Numbers)
Location
Targeting India
Age 25+
Gender Both
Liker Base Targeting Liker Base of Our Facebook Fan Page
Friends of
Likers Targeting Friends of Page Fans
Air Berlin, Air India, Cleartrip, EaseMyTrip.com, Emirates (airline), Expedia, Inc., GoAir, Goibibo, Indian Railway
Competitors
Targeting Catering and Tourism Corporation, Indigo, Jet Airways, Kayak, MakeMyTrip, Paytm, Skyscanner, SpiceJet, Thomas
Cook, TripAdvisor, Trivago, Viacom, Yatra.com
Travel Interest Tourism, Travel deals, Travel, Travel the World, All frequent travelers, Frequent International Travelers
Hotel Interest Hotels, Resorts
Generic
Interest Luxury Experiences, Luxury Life, Luxury Lifestyle, Luxury Resorts, Luxury Travel, Modern Luxury Lifestyle
FACEBOOK: TARGETING OPTIONS
Targeting Capabilities and

Audience Segmentation
OOGLE ADWORDS: FLIGHTS+ HOTELS ONLY (SAMPLE)
Keywords Avg. Monthly Searches

dubai packages 36,200
dubai tour packages 36,200
singapore tour package 36,200
singapore packages 24,200
delhi tour package 13,200
tour packages from bangalore 13,200
thailand tour package 10,800
dubai holiday packages 8,800
thailand package 8,800
mumbai tour package 7,200
singapore honeymoon package 7,200
dubai packages make my trip 5,800
singapore holiday packages 5,800
thailand honeymoon package 5,800
indonesia tour packages 5,800
dubai trip package 4,800
OOGLE ADWORDS: HOTELS+FLIGHT(QUARTERLY PLAN)
1st Month
Total INR 504,000 205,882 9,882 4.80% INR 51.00 2.20% 217 INR 2,318.18
2nd Month
RLSA INR 25,200 8,041 458 5.70% INR 54.98 2.00% 9 INR 2,748.90
Total INR 504,000 205,645 10,038 4.88% INR 50.21 2.21% 222 INR 2,269.95
3rd Month
RLSA INR 50,400 16,249 935 5.76% INR 53.88 2.02% 19 INR 2,667.25
Total INR 504,000 205,381 10,196 4.96% INR 49.43 2.22% 227 INR 2,222.91
CEBOOK: Flights+ Hotels Only (Targeting)
ACEBOOK: HOTEL + FLIGHTS (QUARTERLY PLAN)
1st Month
Total INR 216,000 135,849 7,200 5.30% INR 30.00 1.00% 72 INR 3,000.00
2nd Month
Total INR 216,000 136,458 7,314 5.36% INR 29.53 1.02% 75 INR 2,899.28
3rd Month
Total INR 216,000 137,066 7,429 5.42% INR 29.08 1.04% 77 INR 2,801.98
NATIVE CONTENT MARKETING
1st Month
Colombia 100,000 4,100,000 8,333 12
2nd Month
Colombia 100,000 4,100,000 8,333 12
3rd Month
Colombia 100,000 4,100,000 8,333 12

Team Structure
Execution Team
Account SEO content

Manager writer
CEO
SEO
SEO Head Team Lead
Executive
Technical
Account Expert
Director
SEM Expert
SEM Head Team Lead
Group
Head SMO Head SMO Lead
SMO
Executive
SUPPORT
Designer Copy Writer SMO Strategist
TEAM
Commercials
Costing
Payment Plan
Platforms Service Cost/Month (INR)**
Social Media Optimization (SMO) 1.25 Lakhs Monthly + Boost Budget + Spends
Search Engine Optimization (SEO) 1.75 Lakhs Monthly Fixed Retainer*
Paid Marketing (SEM) 8% of Ad Spents on Google and FB and Other Digital Media
*Growth of 150% organic traffic annual

** Excluding GST
Let’s uncomplicate our go!
(Because a mere Thank You is too mainstream)

TUI - Digital Strategy Updated

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DIGITAL

Internet Stats-India Internet Demographic-India

Preferred digital payment

Smartphone Penetration by 2020-

Number of departures of Indian

Impressions Trend on Mobile

Make My Trip has the maximum traffic – 100 M

Make My Trip has the maximum monthly traffic – 33 M

- Organic gets maximum traffic to the website

BRAND BRIEF BRAND UNDERSTANDING

TARGET GROUPS TARGET GEOGRAPHY

• Men & Women • Pan India (Tier 1 & Tier 2 cities)

Awarene Engagem Visitors

• Revised content bucket for all platforms.

• Boosting the important posts.

• Encouraging user generated content on the page.

• Irregular posting should be substituted with defined posting

• Encouraging conversation on the page via engagement

• Running a contest on our social media handles.

PHASE 1 PHASE 2 PHASE 3

SANITIZING THE PAGE

Travel made easy with TUI Travel made easy

Campaign Related Why TUI TUI Recommends

Facebook Live Did You Know Facts

Engagement Idea Contest Idea

Travel Tips and Travel and Food

Sharing Industry News Sharing Market Reports

Plan your travel- not your confusion!

Post Copy: Post Copy:

It is important to keep a check of:

Total Traffic in Last 3 Months – 316,557

Average Monthly Traffic – 105,519

Technical Testing Status

SEO Score is 72 – Average

No. of requests at page load is 136 - Poor

Domain Authority – Average

Key elements not optimized for better load time

Mobile Page Speed is Average Desktop Page Speed is Average

With Package Without Package

All Traffic Organic Traffic All Traffic Organic Traffic

Organic has 67% traffic share in All Traffic

Old Travel-Guide Urls Redirection on New URL

All Traffic Orgnaic Traffic https://www.tui.in/destinos/greece

All Traffic Organic Traffic https://www.tui.in/destinos/antarctica

All Traffic Orgnaic Traffic https://www.tui.in/destinos/thailand

Old Travel-Guide Urls Redirection on New URL

KEYWORD IDENTIFICATION AND SEGMENTATION

STEP 1 STEP 2 STEP 3 STEP 4 STEP 5

Identify the Redrafting the

Performance Reports On-page Report Content Marketing

• Highlighting campaign • Activities carried out • Content Marketing

• Keyword Rankings • On Page Elements • Back Link Creation

Raven SEO Tool

Xenu SEO Scan

Google Page Speed Test

Structure Data Testing Tool

Google Facebook Native

Targeting Capabilities and

Keywords Avg. Monthly Searches

Colombia 100,000 4,100,000 8,333 12

Colombia 100,000 4,100,000 8,333 12

Colombia 100,000 4,100,000 8,333 12

Google Facebook Native