{"id":10736,"date":"2022-03-21T16:04:56","date_gmt":"2022-03-21T15:04:56","guid":{"rendered":"https:\/\/ewyabbkav.preview.infomaniak.website\/?p=10736"},"modified":"2022-03-21T16:30:15","modified_gmt":"2022-03-21T15:30:15","slug":"strategie-medias-pour-atteindre-les-voyageurs","status":"publish","type":"post","link":"https:\/\/www.comtogether.com\/fr\/2022\/03\/21\/strategie-medias-pour-atteindre-les-voyageurs\/","title":{"rendered":"Comment \u00e9laborer une strat\u00e9gie m\u00e9dias pour atteindre les voyageurs"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"10736\" class=\"elementor elementor-10736 elementor-10680\" data-elementor-post-type=\"post\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-720e02b2 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"720e02b2\" data-element_type=\"section\" data-settings=\"{&quot;background_background&quot;:&quot;gradient&quot;,&quot;shape_divider_bottom&quot;:&quot;opacity-fan&quot;}\">\n\t\t\t\t\t\t\t<div class=\"elementor-background-overlay\"><\/div>\n\t\t\t\t\t\t<div class=\"elementor-shape elementor-shape-bottom\" aria-hidden=\"true\" data-negative=\"false\">\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" viewBox=\"0 0 283.5 19.6\" preserveAspectRatio=\"none\">\n\t<path class=\"elementor-shape-fill\" style=\"opacity:0.33\" d=\"M0 0L0 18.8 141.8 4.1 283.5 18.8 283.5 0z\"\/>\n\t<path class=\"elementor-shape-fill\" style=\"opacity:0.33\" d=\"M0 0L0 12.6 141.8 4 283.5 12.6 283.5 0z\"\/>\n\t<path class=\"elementor-shape-fill\" style=\"opacity:0.33\" d=\"M0 0L0 6.4 141.8 4 283.5 6.4 283.5 0z\"\/>\n\t<path class=\"elementor-shape-fill\" d=\"M0 0L0 1.2 141.8 4 283.5 1.2 283.5 0z\"\/>\n<\/svg>\t\t<\/div>\n\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-3ac4f3c\" data-id=\"3ac4f3c\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-24d9c1c elementor-widget elementor-widget-heading\" data-id=\"24d9c1c\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h1 class=\"elementor-heading-title elementor-size-default\">Comment \u00e9laborer une strat\u00e9gie m\u00e9dia pour atteindre les voyageurs<\/h1>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-3088a348 elementor-view-default elementor-widget elementor-widget-icon\" data-id=\"3088a348\" data-element_type=\"widget\" data-widget_type=\"icon.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-icon-wrapper\">\n\t\t\t<div class=\"elementor-icon\">\n\t\t\t<i aria-hidden=\"true\" class=\"fas fa-plane-departure\"><\/i>\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-78ae63cd elementor-widget elementor-widget-text-editor\" data-id=\"78ae63cd\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Le marketing digital pour les voyageurs<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-9d7edb9 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"9d7edb9\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-55883bc3\" data-id=\"55883bc3\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-1fd618fd elementor-widget elementor-widget-image\" data-id=\"1fd618fd\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img fetchpriority=\"high\" decoding=\"async\" width=\"2460\" height=\"2460\" src=\"https:\/\/www.comtogether.com\/wp-content\/uploads\/2021\/10\/IMG_0802-1.jpg\" class=\"attachment-full size-full wp-image-9834\" alt=\"Brice Ferrenbach Linkedin profil picture\" srcset=\"https:\/\/www.comtogether.com\/wp-content\/uploads\/2021\/10\/IMG_0802-1.jpg 2460w, https:\/\/www.comtogether.com\/wp-content\/uploads\/2021\/10\/IMG_0802-1-300x300.jpg 300w, https:\/\/www.comtogether.com\/wp-content\/uploads\/2021\/10\/IMG_0802-1-1030x1030.jpg 1030w, https:\/\/www.comtogether.com\/wp-content\/uploads\/2021\/10\/IMG_0802-1-80x80.jpg 80w, https:\/\/www.comtogether.com\/wp-content\/uploads\/2021\/10\/IMG_0802-1-768x768.jpg 768w, https:\/\/www.comtogether.com\/wp-content\/uploads\/2021\/10\/IMG_0802-1-1536x1536.jpg 1536w, https:\/\/www.comtogether.com\/wp-content\/uploads\/2021\/10\/IMG_0802-1-2048x2048.jpg 2048w, https:\/\/www.comtogether.com\/wp-content\/uploads\/2021\/10\/IMG_0802-1-735x735.jpg 735w\" sizes=\"(max-width: 2460px) 100vw, 2460px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-3c0dbb72 elementor-widget elementor-widget-heading\" data-id=\"3c0dbb72\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h4 class=\"elementor-heading-title elementor-size-default\">By BRICE FERRENBACH<\/h4>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-39b4f47e elementor-widget elementor-widget-spacer\" data-id=\"39b4f47e\" data-element_type=\"widget\" data-widget_type=\"spacer.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-spacer\">\n\t\t\t<div class=\"elementor-spacer-inner\"><\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-f4f7cde elementor-widget elementor-widget-text-editor\" data-id=\"f4f7cde\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><em>Saviez-vous qu\u2019environ 10 % du PIB mondial provient du tourisme et que cette industrie d\u00e9pend grandement du transport a\u00e9rien ?<\/em><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-792b333e elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"792b333e\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-4f8a587b\" data-id=\"4f8a587b\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-1531ebde elementor-widget elementor-widget-text-editor\" data-id=\"1531ebde\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<h2>Aper\u00e7u du secteur du tourisme<\/h2><p>La pand\u00e9mie mondiale a provoqu\u00e9 une nette acc\u00e9l\u00e9ration des initiatives concernant la transformation digitale du secteur du voyage. Cette industrie b\u00e9n\u00e9ficiait auparavant d\u2019une croissance constante, mais mod\u00e9r\u00e9e qui ne laissait entrevoir aucune innovation fondamentale en mati\u00e8re de donn\u00e9es. Le besoin actuel de modernisation de ce secteur tr\u00e8s fragment\u00e9 est l&#8217;occasion de d\u00e9finir une norme de gestion et de partage des donn\u00e9es.<\/p><p>Par ailleurs, l&#8217;IATA pr\u00e9voit que le secteur du voyage retrouvera son niveau pr\u00e9-pand\u00e9mique d&#8217;ici \u00e0 2023.<\/p><h5 style=\"text-align: center;\">Aper\u00e7u de la reprise du transport a\u00e9rien, paires de pays cl\u00e9s s\u00e9lectionn\u00e9es, avril 2021, Statista<\/h5>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-50531c3 elementor-widget elementor-widget-image\" data-id=\"50531c3\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"512\" height=\"226\" src=\"https:\/\/www.comtogether.com\/wp-content\/uploads\/2022\/03\/Air-travel-e1647608202299.png\" class=\"attachment-large size-large wp-image-10694\" alt=\"Air Travel Recovery Profile, Selected Key country pairs, April 2021\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-14fd081e elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"14fd081e\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-3dab4150\" data-id=\"3dab4150\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-7cc34697 elementor-widget elementor-widget-text-editor\" data-id=\"7cc34697\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Cette reprise est aliment\u00e9e par 3 facteurs fondamentaux :<\/p><ul><li>La diminution du co\u00fbt du transport a\u00e9rien gr\u00e2ce aux gains d&#8217;efficacit\u00e9 et \u00e0 la concurrence.<\/li><li>La croissance continue des consommateurs de classe moyenne en Asie du Sud-Est et en Am\u00e9rique latine.<\/li><li>Le renforcement du voyage en tant que composante essentielle d&#8217;un style de vie exp\u00e9rimental gr\u00e2ce \u00e0 la prolif\u00e9ration des m\u00e9dias sociaux.<\/li><\/ul>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-6adb824f elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"6adb824f\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-39c90989\" data-id=\"39c90989\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-59780fb8 elementor-widget elementor-widget-text-editor\" data-id=\"59780fb8\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<h2>Un march\u00e9 \u00e0 forte valeur ajout\u00e9e pour les annonceurs<\/h2><p>La publicit\u00e9 digitale dans le secteur du voyage et du tourisme est tr\u00e8s importante. Elle repr\u00e9sente entre 5 % et 10 % des d\u00e9penses publicitaires totales sur l\u2019ensemble des march\u00e9s les plus importants. Les chiffres pr\u00e9-Covid les plus r\u00e9cents pour les \u00c9tats-Unis montrent que sur un march\u00e9 digital bien \u00e9tabli, les d\u00e9penses m\u00e9dias li\u00e9es \u00e0 ce secteur repr\u00e9sentent une part non n\u00e9gligeable de 8,4 % des d\u00e9penses publicitaires totales.<br \/>Cependant, la sophistication avec laquelle les d\u00e9penses m\u00e9dias peuvent \u00eatre d\u00e9ploy\u00e9es dans plusieurs pays, tout en r\u00e9pondant aux variations et aux nuances globales du comportement des clients, est limit\u00e9e. Cela est d\u00fb \u00e0 l&#8217;agr\u00e9gation impr\u00e9cise des ensembles de consommateurs mondiaux en segments simplifi\u00e9s.<br \/>Bien qu&#8217;aucune statistique officielle ne soit encore disponible, le r\u00e9sultat d&#8217;une r\u00e9cente enqu\u00eate mondiale donne une forte indication quant \u00e0 l&#8217;importance croissante du digital dans le secteur du voyage et du tourisme, m\u00eame au plus fort de la pand\u00e9mie :<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-6f2757c elementor-widget elementor-widget-image\" data-id=\"6f2757c\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"512\" height=\"114\" src=\"https:\/\/www.comtogether.com\/wp-content\/uploads\/2022\/03\/budget.png\" class=\"attachment-large size-large wp-image-10697\" alt=\"digital penetration in the Travel &amp; Tourism sector\" srcset=\"https:\/\/www.comtogether.com\/wp-content\/uploads\/2022\/03\/budget.png 512w, https:\/\/www.comtogether.com\/wp-content\/uploads\/2022\/03\/budget-300x67.png 300w\" sizes=\"(max-width: 512px) 100vw, 512px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-27e162c elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"27e162c\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-f45b112\" data-id=\"f45b112\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-0de88fb elementor-widget elementor-widget-text-editor\" data-id=\"0de88fb\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\tEn outre, puisque les personnes voyagent de plus en plus, le secteur du Travel Retail li\u00e9 au tourisme tire profit de l\u2019augmentation de la demande. Les experts s&#8217;attendent \u00e0 ce que le secteur atteigne une valeur totale de 145 milliards de dollars d&#8217;ici \u00e0 2028, contre seulement 44 milliards de dollars en 2020.\nLes ventes mondiales en Duty Free et Travel Retail \u00e9tant \u00e0 nouveau en hausse, on peut s&#8217;attendre \u00e0 <span style=\"text-decoration: underline; color: #0000ff;\"><a style=\"color: #0000ff; text-decoration: underline;\" href=\"https:\/\/www.google.com\/url?q=https:\/\/www.statista.com\/statistics\/1036950\/market-share-of-the-global-travel-retail-industry-by-product-category\/&amp;sa=D&amp;source=docs&amp;ust=1647878066367892&amp;usg=AOvVaw0PZBOqNQY1txYZ9IJKTG1j\">des r\u00e9percussions importantes sur des secteurs tels que les cosm\u00e9tiques, les bijoux, la mode et la confiserie<\/a><\/span>, pour n&#8217;en citer que quelques-uns.\n<h5 style=\"text-align: center;\">Category share of global Travel Retail, 2018, Source Statista<\/h5>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-4d4e022 elementor-widget elementor-widget-image\" data-id=\"4d4e022\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"512\" height=\"321\" src=\"https:\/\/www.comtogether.com\/wp-content\/uploads\/2022\/03\/Category-share-of-global-Travel-Retail-2019-Source.png\" class=\"attachment-large size-large wp-image-10709\" alt=\"Category share of global Travel Retail, 2019, Source\" srcset=\"https:\/\/www.comtogether.com\/wp-content\/uploads\/2022\/03\/Category-share-of-global-Travel-Retail-2019-Source.png 512w, https:\/\/www.comtogether.com\/wp-content\/uploads\/2022\/03\/Category-share-of-global-Travel-Retail-2019-Source-300x188.png 300w\" sizes=\"(max-width: 512px) 100vw, 512px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-80b805c elementor-widget elementor-widget-text-editor\" data-id=\"80b805c\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Contrairement \u00e0 la publicit\u00e9 classique, le marketing destin\u00e9 aux consommateurs qui voyagent, ou envisagent de voyager, pr\u00e9sente la complexit\u00e9 unique de devoir \u00e9galement tenir compte du temps et du lieu.<br \/>Dans le cas du Travel Retail, les marques veulent toucher les consommateurs potentiels lors d\u2019une phase pr\u00e9cise de leur voyage, que ce soit avant, pendant ou apr\u00e8s.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-faf446a elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"faf446a\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-6c77d07\" data-id=\"6c77d07\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-c42c14a elementor-widget elementor-widget-text-editor\" data-id=\"c42c14a\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<h2>\u00c9laboration de strat\u00e9gies m\u00e9dias sp\u00e9cifiques aux voyageurs<\/h2><p>Pour d\u00e9marrer une campagne m\u00e9dia destin\u00e9e aux voyageurs, il est n\u00e9cessaire de comprendre en quoi elle diff\u00e8re des campagnes classiques sur le march\u00e9 local. Il faut prendre en consid\u00e9ration quatre domaines cl\u00e9s :<\/p><h4>\u00c9tape 1<\/h4><p><em>D\u00e9finir le public cible.<\/em><br \/>Contrairement aux strat\u00e9gies m\u00e9dias conventionnelles, le ciblage des voyageurs doit tenir compte du temps et du lieu, afin de garantir que le contenu soit diffus\u00e9 \u00e0 un public pr\u00e9cis et ainsi, minimiser le gaspillage des d\u00e9penses m\u00e9dias.<\/p><h5 style=\"text-align: center;\">Les \u00e9tapes du voyage : r\u00eaver, planifier, r\u00e9server, voyager et partager :<\/h5>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-aa48957 elementor-widget elementor-widget-image\" data-id=\"aa48957\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"512\" height=\"362\" src=\"https:\/\/www.comtogether.com\/wp-content\/uploads\/2022\/03\/Travel-stages-dreaming-planning-booking-travelling-and-sharing.png\" class=\"attachment-large size-large wp-image-10712\" alt=\"Travel stages - dreaming, planning, booking, travelling and sharing\" srcset=\"https:\/\/www.comtogether.com\/wp-content\/uploads\/2022\/03\/Travel-stages-dreaming-planning-booking-travelling-and-sharing.png 512w, https:\/\/www.comtogether.com\/wp-content\/uploads\/2022\/03\/Travel-stages-dreaming-planning-booking-travelling-and-sharing-300x212.png 300w\" sizes=\"(max-width: 512px) 100vw, 512px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-1213d8e elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"1213d8e\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-cf4b917\" data-id=\"cf4b917\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-db8f060 elementor-widget elementor-widget-text-editor\" data-id=\"db8f060\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Les audiences se trouvent \u00e0 diff\u00e9rentes \u00e9tapes du parcours client : elles peuvent \u00eatre en train de penser \u00e0 voyager, de planifier un voyage et de r\u00e9server des vols, ou \u00eatre en train de voyager. Vous n&#8217;aurez peut-\u00eatre pas besoin de cibler les personnes qui ne pensent qu&#8217;\u00e0 voyager, mais plut\u00f4t celles qui sont en train de r\u00e9server des vols.<\/p><h4>\u00c9tape 2<\/h4><p><em>Adapter le contenu \u00e0 des audiences qui se d\u00e9placent.<\/em><br \/>Par exemple, si vous menez une campagne mondiale, vous devez d\u00e9terminer comment les publics cibles peuvent \u00eatre recibl\u00e9s \u00e0 travers diff\u00e9rents fournisseurs et plateformes afin d&#8217;allouer le budget de mani\u00e8re optimale. Si vous voyez une opportunit\u00e9 de toucher un public engag\u00e9 sur une certaine plateforme, vous devez en tenir compte pour optimiser la strat\u00e9gie m\u00e9dia.<\/p><h4>\u00c9tape 3<\/h4><p><em>La prise en compte de l&#8217;emplacement des personnes cibl\u00e9es.<\/em><br \/>L\u2019erreur commune est de penser que le paysage digital et les comportements en ligne sont coh\u00e9rents dans toutes les r\u00e9gions du monde &#8211; \u00e0 l&#8217;exception de l&#8217;Asie o\u00f9 l&#8217;adaptation des canaux est une n\u00e9cessit\u00e9 \u00e9vidente.<br \/>Mais les plateformes ne sont pas universellement adopt\u00e9es et chaque r\u00e9gion poss\u00e8de son propre \u00e9cosyst\u00e8me. Par exemple, l\u00e0 o\u00f9 Instagram est efficace pour cibler des voyageurs am\u00e9ricains et europ\u00e9ens sp\u00e9cifiques, Snapchat sera peut-\u00eatre une meilleure alternative pour les voyageurs du Moyen-Orient en raison de son taux d&#8217;adoption \u00e9lev\u00e9 dans cette r\u00e9gion. De la m\u00eame mani\u00e8re, les sources de donn\u00e9es Over-The-Air (OTA) et de voyage varient fortement d&#8217;une r\u00e9gion \u00e0 une autre.<\/p><h4>\u00c9tape 4<\/h4><p><em>L&#8217;int\u00e9gration des donn\u00e9es des voyageurs.<\/em><br \/>Combien de personnes effectuent des recherches en ligne li\u00e9es \u00e0 un voyage vers des destinations sp\u00e9cifiques ? D&#8217;o\u00f9 viennent-t-elles ? Combien y a-t-il de r\u00e9servations confirm\u00e9es vers cette destination ? De quel type de voyageur s&#8217;agit-t-il et quelle est la dur\u00e9e moyenne du s\u00e9jour pr\u00e9vu ?<br \/>Autant de donn\u00e9es qui permettent de d\u00e9finir le ciblage g\u00e9ographique id\u00e9al des campagnes et d&#8217;optimiser la r\u00e9partition du budget m\u00e9dia.<br \/>De plus, la pand\u00e9mie de Covid-19 a boulevers\u00e9 les tendances habituelles. Les donn\u00e9es relatives aux intentions de voyage et aux r\u00e9servations sont d\u00e9sormais essentielles pour d\u00e9terminer o\u00f9 il est le plus judicieux de mener des campagnes.<\/p><h2>Une bonne strat\u00e9gie g\u00e9n\u00e8re un retour sur investissement<\/h2><p>En cr\u00e9ant des groupes d&#8217;audience d\u00e9di\u00e9s aux voyageurs et clairement segment\u00e9s par phase de voyage, les marques peuvent d\u00e9ployer un contenu sp\u00e9cifiquement adapt\u00e9 \u00e0 chaque \u00e9tape du voyage. Il s&#8217;agit g\u00e9n\u00e9ralement d&#8217;une sensibilisation \u00e0 l&#8217;\u00e9tape de la planification du voyage puis d&#8217;appels \u00e0 l&#8217;action clairs au point de d\u00e9part ou pendant la phase de voyage.<\/p><p>Il est indispensable de tenir compte de l&#8217;\u00e9volution des r\u00e9servations et des phases de voyage afin de d\u00e9terminer le budget optimal pour chaque phase. Par exemple, si la phase de r\u00e9servation g\u00e9n\u00e8re de meilleurs r\u00e9sultats, une plus grande partie du budget peut \u00eatre allou\u00e9e \u00e0 cette phase, mais il faut souvent s\u2019assurer que l&#8217;audience est suffisamment importante pour que cela en vaille la peine. Compte tenu de l&#8217;\u00e9tat actuel de ce secteur et de la volatilit\u00e9 qui lui est associ\u00e9e, le suivi et l&#8217;optimisation continus des campagnes sont essentiels.<\/p><h2>Le secteur du voyage se relance<\/h2><p>Alors que la reprise s&#8217;acc\u00e9l\u00e8re, il est plus important que jamais pour les marques qui ont habituellement compt\u00e9 sur les voyages et le tourisme, d\u2019entreprendre une telle strat\u00e9gie pour b\u00e9n\u00e9ficier de la reprise de la croissance du march\u00e9.<\/p><p>Restez \u00e0 l&#8217;\u00e9coute !<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-8c761bb elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"8c761bb\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-d48b840\" data-id=\"d48b840\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-d372dd1 elementor-widget elementor-widget-text-editor\" data-id=\"d372dd1\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<em>Si vous voulez en savoir plus, <span style=\"color: #3366ff;\"><a style=\"color: #3366ff;\" href=\"https:\/\/ewyabbkav.preview.infomaniak.website\/contact\/\">n&#8217;h\u00e9sitez pas \u00e0 nous contacter<\/a><\/span>. Nous serons ravis de pouvoir vous aider.<\/em>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-360c8238 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"360c8238\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-652d954\" data-id=\"652d954\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-1826c3f elementor-align-left elementor-widget elementor-widget-post-info\" data-id=\"1826c3f\" data-element_type=\"widget\" data-widget_type=\"post-info.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<ul class=\"elementor-inline-items elementor-icon-list-items elementor-post-info\">\n\t\t\t\t\t\t\t\t<li class=\"elementor-icon-list-item elementor-repeater-item-b6c794c elementor-inline-item\" itemprop=\"author\">\n\t\t\t\t\t\t<a href=\"https:\/\/www.comtogether.com\/fr\/author\/brice-ferrenbach\/\">\n\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-icon\">\n\t\t\t\t\t\t\t\t<i aria-hidden=\"true\" class=\"far fa-user-circle\"><\/i>\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-text elementor-post-info__item elementor-post-info__item--type-author\">\n\t\t\t\t\t\t\t\t\t\tBrice Ferrenbach\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t<\/li>\n\t\t\t\t<li class=\"elementor-icon-list-item elementor-repeater-item-7107e1e elementor-inline-item\" itemprop=\"datePublished\">\n\t\t\t\t\t\t<a href=\"https:\/\/www.comtogether.com\/fr\/2022\/03\/21\/\">\n\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-icon\">\n\t\t\t\t\t\t\t\t<i aria-hidden=\"true\" class=\"fas fa-calendar\"><\/i>\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-text elementor-post-info__item elementor-post-info__item--type-date\">\n\t\t\t\t\t\t\t\t\t\t<time>March 21, 2022<\/time>\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t<\/li>\n\t\t\t\t<\/ul>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-6cbb6af1 elementor-widget-divider--view-line elementor-widget elementor-widget-divider\" data-id=\"6cbb6af1\" data-element_type=\"widget\" data-widget_type=\"divider.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-divider\">\n\t\t\t<span class=\"elementor-divider-separator\">\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-63887df5 elementor-widget elementor-widget-heading\" data-id=\"63887df5\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h4 class=\"elementor-heading-title elementor-size-default\">Spread the word<\/h4>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-3882016d elementor-share-buttons--view-icon elementor-share-buttons--shape-rounded elementor-share-buttons--skin-gradient elementor-grid-0 elementor-share-buttons--color-official elementor-widget elementor-widget-global elementor-global-6908 elementor-widget-share-buttons\" data-id=\"3882016d\" data-element_type=\"widget\" data-widget_type=\"share-buttons.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-grid\" role=\"list\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-grid-item\" role=\"listitem\">\n\t\t\t\t\t\t<div class=\"elementor-share-btn elementor-share-btn_facebook\" role=\"button\" tabindex=\"0\" aria-label=\"Share on facebook\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-share-btn__icon\">\n\t\t\t\t\t\t\t\t<i class=\"fab fa-facebook\" aria-hidden=\"true\"><\/i>\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t<div class=\"elementor-grid-item\" role=\"listitem\">\n\t\t\t\t\t\t<div class=\"elementor-share-btn elementor-share-btn_twitter\" role=\"button\" tabindex=\"0\" aria-label=\"Share on twitter\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-share-btn__icon\">\n\t\t\t\t\t\t\t\t<i class=\"fab fa-twitter\" aria-hidden=\"true\"><\/i>\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t<div class=\"elementor-grid-item\" role=\"listitem\">\n\t\t\t\t\t\t<div class=\"elementor-share-btn elementor-share-btn_linkedin\" role=\"button\" tabindex=\"0\" aria-label=\"Share on linkedin\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-share-btn__icon\">\n\t\t\t\t\t\t\t\t<i class=\"fab fa-linkedin\" aria-hidden=\"true\"><\/i>\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-5d0b6829 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"5d0b6829\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-2ec12ea4\" data-id=\"2ec12ea4\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-161cf0e5 elementor-widget elementor-widget-spacer\" data-id=\"161cf0e5\" data-element_type=\"widget\" data-widget_type=\"spacer.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-spacer\">\n\t\t\t<div class=\"elementor-spacer-inner\"><\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-171e560e elementor-widget elementor-widget-heading\" data-id=\"171e560e\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h4 class=\"elementor-heading-title elementor-size-default\">About the author<\/h4>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-4ffe6fa7 elementor-author-box--layout-image-left elementor-author-box--align-left elementor-author-box--avatar-yes elementor-author-box--biography-yes elementor-widget elementor-widget-author-box\" data-id=\"4ffe6fa7\" data-element_type=\"widget\" data-widget_type=\"author-box.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-author-box\">\n\t\t\t\t\t\t\t<div  class=\"elementor-author-box__avatar\">\n\t\t\t\t\t<img decoding=\"async\" src=\"https:\/\/secure.gravatar.com\/avatar\/b80a58b26d0e4356c9b3d20808c80ff356cc06e50ddc8abb52eebe29208a829f?s=300&#038;d=mm&#038;r=g\" alt=\"Picture of Brice Ferrenbach\" loading=\"lazy\">\n\t\t\t\t<\/div>\n\t\t\t\n\t\t\t<div class=\"elementor-author-box__text\">\n\t\t\t\t\n\t\t\t\t\t\t\t\t\t<div class=\"elementor-author-box__bio\">\n\t\t\t\t\t\tWith over 10 years experience in media planning for leading brands, Brice is a seasoned veteran with the entire programmatic universe. He\u2019s also an accomplished cyclist &amp; rides the miles as smoothly as he writes his media plans.\t\t\t\t\t<\/div>\n\t\t\t\t\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>Comment \u00e9laborer une strat\u00e9gie m\u00e9dia pour atteindre les voyageurs Le marketing digital pour les voyageurs By BRICE FERRENBACH Saviez-vous qu\u2019environ 10 % du PIB mondial provient du tourisme et que cette industrie d\u00e9pend grandement du transport a\u00e9rien ? Aper\u00e7u du&hellip;<\/p>\n","protected":false},"author":12,"featured_media":10721,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"elementor_header_footer","format":"standard","meta":{"footnotes":""},"categories":[93],"tags":[],"class_list":["post-10736","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-travel-retail"],"_links":{"self":[{"href":"https:\/\/www.comtogether.com\/fr\/wp-json\/wp\/v2\/posts\/10736","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.comtogether.com\/fr\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.comtogether.com\/fr\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.comtogether.com\/fr\/wp-json\/wp\/v2\/users\/12"}],"replies":[{"embeddable":true,"href":"https:\/\/www.comtogether.com\/fr\/wp-json\/wp\/v2\/comments?post=10736"}],"version-history":[{"count":5,"href":"https:\/\/www.comtogether.com\/fr\/wp-json\/wp\/v2\/posts\/10736\/revisions"}],"predecessor-version":[{"id":10763,"href":"https:\/\/www.comtogether.com\/fr\/wp-json\/wp\/v2\/posts\/10736\/revisions\/10763"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.comtogether.com\/fr\/wp-json\/wp\/v2\/media\/10721"}],"wp:attachment":[{"href":"https:\/\/www.comtogether.com\/fr\/wp-json\/wp\/v2\/media?parent=10736"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.comtogether.com\/fr\/wp-json\/wp\/v2\/categories?post=10736"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.comtogether.com\/fr\/wp-json\/wp\/v2\/tags?post=10736"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}