Semantic Marketing in Tourism and Travel: presentation on the ITB 2015, Berlin

Daniel Newman writes a series of articles on Forbes under the title : “The future of marketing is semantic.” In it he explores several advantages of semantic approaches as “uncovering the meaning”, “predicting the future” or “defining the intention of a search phrase”. Semantic technologies offer various opportunities for marketing in the online travel and tourism industry. They can be used for search engine optimization, destination marketing, content production and marketing, efficient search, data presentation, natural language processing and the creation of knowledge systems. The presentation of Lars Göhler at the ITB Berlin will discuss typical sceneries and examples of the application of semantic technologies, their advantages and ways to introduce them into travel information systems. Special focus will be on applications for medium sized companies and regional marketing projects.

March 6, 2015

14:30 – 15:00

Hall 6.1, eTravel Lab


Modified Transcript:

  • 1. Strategies In Semantic Marketing in the Online Travel and Tourism Industry Dr. Lars Göhler
  • 2. Semantic Marketing in context • Web 1.0: one-way-presentation of (chaotic) data, understandable only by users • Web 2.0: interactive, community based data, using collective intelligence, semi-structured, as present in social media • Web 3.0: structured data, linked data, machine understandable, enabling machines to present results according to relevance, context, relation, interaction, inference and other criteria
  • 3. Web 3.0: content elements need a reference point (linked open data) Source:
  • 4. Web 3.0: content elements need a reference point (
  • 5. Web 3.0: content elements need a reference point: Ontology Source:
  • 6. Semantics opens new fields of marketing activities • Search relevance to the users • Search for marketing purposes • Monitoring of heterogenous sources • Destination marketing • Publishing of Geodata • Monitoring of marketing data: analysis across channels, frequency, interaction, sentiment
  • 7. Source: The future of online marketing
  • 8. Semantic content marketing (SEO) • Markup in Websites with semantic code (Microdata, RDFa, JSON) • Gives search engines the chance to understand and classify the information • Supported by all major search engines (Google, Bing, Yandex, DuckDuckGo, Qwant etc.) • Strongly encouraged by Google • Can emphasize the „hard facts“ in content management
  • 9. Scenario: Structured Linked Data within Websites
  • 10. Semantic SEO in Tourism Source: Christian Reinthaler, The Usage of Semantic Web Technologies for Search Engine Optimization of Travel Web-sites at the Example of Five Major Cities in Germany, Master thesis, IMC University of Applied Sciences Krems 2014
  • 11. Semantic Markup Solutions: Linked Open Data – Wikipedia
  • 12. Semantic Markup Solutions: Geodata
  • 13. Google „honours“ semantic markup by rich snippets
  • 14. Even more, if you have receipes
  • 15. User-Search • Search is a powerful marketing tool • Customized Search on a website can give the user more relevant results in a defined area • The more relevant the results the more conversions it will drive • Search is a good tool to offer the user a clear cut set of results for a defined topic or area
  • 16. User search: there is more! • Understanding of search queries, even in everyday language/voice recognition • Awareness of context (identity, place, history) • Understanding the intent of the user (users do not always write what they mean) • Predict what he is doing next • Infer or reason to produce results that are not contained in the premises
  • 17. Examples of semantic search in natural Language
  • 18. Semantic search: Topic Server of IP Sharemedia
  • 19. Monitoring for marketing purposes • Supply and demand mapping and forcasting • Fast and profitable reaction to market changes by identifiying niches and filling gaps, avoiding unprofitable market situations • Monitor competitors and their price-policy, market patterns used • Multiply market leads • Pattern recognition: monitoring of packaging, detecting new opportunities from non established players, microtendencies, subinstitutional offers.
  • 20. Optimizing the Marketing Circle itself with Metadata Source: Heimo Hänninen,
  • 21. Adding/recycling metadata in every step of the marketing cycle Source: Heimo Hänninen,
  • 22. Quality management • Monitor discussions in social media, intranet, internet on the quality of your products and services • Monitor the behaviour of users of your website, ratings, surveys, polls • Evaluate commentaries of customers and partners by natural language processing. Find out about sentiment and online reputation • Crisis management: detect signs of a crisis soon and try to counter and prevent it • Organize quality management with metadata to guarantee competent strategies and tactics • Organize internal competencies and knowledge in order to improve quality
  • 23. Strategic Conclusions Since the time for „seo-tricks“ is over, we are back to „meaningful“ content communication focussed on the user: • Create a clear cut image/USP for your products, services, company, destination that you can communicate authentically • Produce a concept for content communication/content marketing, including all channels • Discover new opportunities for content production and content syndication within our organization/company • Define priorities and find out how you can organize and communicate them by semantic means • Find out, how and by which channels you can supply the user with relevant information • Monitor your activities, how the user interacts with your content across chaall nnels • Search for contextual factors, alliances, linking to external (open) ressources (LOD, ontologies) and find out how you can include them into your communication
  • 24. Semantic technologies for SMEs Companies, Destinations • Destination marketing by (linked) geodata • SEO by a product-specific semantic markup (hotel, event, region, service, product) • Hosted search of own products and services • Market monitoring by a hosted solution (statistics, sentiment, social engagement) • Propagation of special events etc. by semantic technologies • Content creation, -curation, -syndication by semantic means
  • 25. Thank you! Questions welcome! Dr. Lars Göhler