Airbnb roll out a new brand identity centered on “belonging anywhere in the sharing economy”

Airbnb have recently announced and launched a complete overhaul of its brand identity. 

Airbnb is a community marketplace for people to list, discover and book unique spaces around the world through mobile phones or the internet. Airbnb connects people to unique travel experiences at any price point, with over 800,000 listings in 34,000 cities and 190 countries.  It has found accommodation solutions for over 15 million customers.

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Old Logo

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New logo

The launch is not without controversy with a number of industry commentators poking fun at the suggestive nature of the logo in addition to claims of plagiarism.

We like it….and have taken an extract from their blog written by Brian Chesky one of the co-founders that provides insights to the thinking behind the new brand identity.

“In the end, nothing can express our identity more profoundly than the stories of people who make up this community. When we started Airbnb, I had no idea about the people we would meet, or the friendships I would make. Then I met Amol, one of the first guests, who later invited me to his wedding in India. I met Sebastian, who was trapped in his house in the middle of the London Riots in 2011. Before his own mother had a chance to check that he was okay, seven of his former guests did. And I met Shell, who saw the devastation wrought by Hurricane Sandy, and listed her home for free to those who were displaced. 100415a-HQ28-007 NATO Headquarters Brussels. These people, along with millions of others, have their own unique backgrounds and life experiences. We all come from vastly different cultures and places. And yet, no matter how many miles may separate us, we are united by the universal, powerful, human desire to connect, to understand, and to belong. So together, with this new identity, I look forward to starting the next chapter of this improbable journey with the idea that first set it in motion—the belief that belonging can take us anywhere”. — Brian Chesky airbnb_logo_4things

Read more on the drivers behind the new brand positioning at:

http://blog.airbnb.com/belong-anywhere/

Tourism New Zealand win PATA Gold Award for marketing

PATA Gold AwardsTourism New Zealand‘s 100% Middle-earth, 100% Pure New Zealand campaign has once again been recognised on the world stage, with its latest win the prestigious Pacific Asia Travel Association (PATA) Grand Award, Marketing. 

The annual PATA Gold Awards recognise tourism organisations that have made outstanding contributions to successfully promote the travel industry in Asia Pacific.  This year, more than 180 entries from 66 organisations and individuals worldwide were received.  The award will be formally presented to Tourism New Zealand on 19 September at the PATA Gold Awards Luncheon as part of the PATA Travel Mart in Cambodia. 

The Marketing Award will be presented to Tourism New Zealand for its “100% Middle-earth, 100% Pure New Zealand” campaign.   Tourism New Zealand aims to leverage the huge media and consumer attention that The Hobbit Trilogy has and will continue to achieve, and convert that attention into travel to New Zealand – the country where the movies were made.  The campaign, developed in partnership with The Hobbit moviemakers Warner Brothers and Weta Workshop, has been the primary marketing campaign for Tourism New Zealand in its key offshore markets. The Hobbit and associated marketing campaigns have been a significant contributor to visitor arrival growth to New Zealand over the last 18 months. 

As an international marketing body it is incredibly encouraging to receive acknowledgement of our campaign activity from fellow international tourism bodies and professionals – and we are extremely proud to receive this award“, says Kevin Bowler, Chief Executive Tourism New Zealand. 

Our 100% Middle-earth, 100% Pure New Zealand campaign continues to go from strength-to-strength, and it is fantastic to receive such significant acknowledgment as we gear up to launch our activity to leverage the third and last of The Hobbit movies – set to be released later this year.

Holiday arrivals into New Zealand for the year-ending May 2014 were up 8.9 per cent on the previous year with key target market for the Middle-earth campaign, the United States showing 15.3 per cent growth in holiday arrivals.

Voice interaction is changing the face of travel marketing – Travolution.co.uk

call centreWe all want to acquire new customers and gain the loyalty of existing ones – but what is really the key to achieving this? Travel brands are increasingly focusing on the digital journey to support the customer objective, but this does not help anything if the offline customer journey is ignored. It’s not just all about online interactions; there is still a real value in doing business over the phone.

It makes sense to focus on online, especially as in 2013, 72% of all adults bought goods or services online, up from 53% in 2008. The constant evolution within social media have dragged businesses’ attention to social and digital platforms. However, when it comes to actual conversions, 65% of businesses consider phone calls to be their highest-quality lead source. This is where the human side of the customer journey comes into play and the point at which the voice can make or break the sale.

travolutionvia Guest Post: Voice is changing the face of travel marketing – Travolution.co.uk.

Metasearch | L2: Business Intelligence for Digital

hotel searchWhile travellers are increasingly dependent on metasearch to inform their hotel booking decisions, hotels are losing out to OTAs on top booking positions and traffic to brand sites. The L2 Prestige Hotels 2014 Metasearch Insight Report reveals the performance gap and shows how hotel brands can leverage metasearch to fight back against OTAs to drive consumers to their sites for direct bookings and higher margins.

via Metasearch | L2: Business Intelligence for Digital.

London Tops MasterCard Global Destination Cities Index as Most Visited City | Global Hub

LondonLondon Tops MasterCard Global Destination Cities Index as Most Visited City Bangkok, Paris, Singapore and Dubai Round Out Top Five,

London tops the list as the destination of choice for international travelers for the third time in four years, according to the annual MasterCard Global Destination Cities Index released today.

Now in its fourth year, the index provides a ranking of the 132 most travelled cities from around the world.Rounding out the top five cities are Bangkok, Paris, Singapore and Dubai, which are benefiting from a surge in international travel fueled by an expanding middle class, innovations in luxury travel and rising need for business travel. The index also indicates this surge will continue, even with more technology and collaboration tools available to businesses.

According to the study, London is projected to receive 18.7 million international visitors in 2014. Forecasted visitors to the rest of the top five cities include:Bangkok – 16.42 millionParis – 15.57 million visitors Singapore – 12.47 million visitors Dubai – 11.95 million visitors

“The index points to a continued strong demand and interest in air travel, both for business and personal travel,” said Ann Cairns, president of International Markets, MasterCard. “The recognition of this year’s top international destinations reinforces the continued importance of cities as business, cultural and economic hubs. And, that’s where we come in. Every day, we help consumers and businesses maximize all of the travel opportunities available to them, including a safe and secure way to pay no matter where they are across the globe.”

via London Tops MasterCard Global Destination Cities Index as Most Visited City | Global Hub.

Digital Marketing Trends Redefining Tourism Prospects | Travelandtourworld.comTravelandtourworld.com

Wednesday, July 9, 2014

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Technological advancement has completely revolutionized the concept of travelling round the globe. With the increasing number of travel technology providers, tourism in different exotic destinations gets a boost. Hassle-free and instant in its function, travel apps are the latest trend among global tourists.

Digital marketing is the most sought-after modish trend to promote tourism. Offering promotional deals is a simple way to invite potential customers to travel while segmenting your market to find interests for touring.

Social media marketing has immensely contributed to increase tourist influx in unconventional destinations along with boosting tourism in picturesque locales.Among the 25 major international markets surveyed, Asia ranks top in online travel bookings, mobile searches and mobile bookings.

Asian travellers lead the field when it comes to mobile travel bookings and searches performed, at 33% and 59% respectively, compared to the global average of 25% and 46% respectively.Travellers continue to use the internet for both information and booking.

Travel advertisers need to take full take advantage of the opportunities online advertising offer, as the key component in their marketing strategy.If you are a travel advertiser, then Adform has a range of new and exciting Rich Media formats that will perfectly fit your campaign objectives.

For instance, what should you do when you want to entice travellers to visit a specific island? How can you recreate that beach sensation for them? Check out their Sandstorm format and the revolutionizing Snowball format for a brighter tourism prospect.

via Digital Marketing Trends Redefining Tourism Prospects | Travelandtourworld.comTravelandtourworld.com.

Travel Marketing the Social Media Way

Travel Marketing the Social Media Way

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By Ilya Albert, Published June 27, 2014

You would have looked for their advices on going to places they suggest and booking the accommodation there that they would tell you to be the best for you. The advent of the social media seems to have changed this concept completely.

Making Travel Plans from Social Media

As many as 40% of the travelers use social media for travel inspiration and 42% use it for planning their trip, says Trip Advisor. But what seems to be an important information provided by this travel website is that an overwhelming 76% seems to use social media platforms for sharing their travel experiences, Almost 91% of the travelers who take social media into account post photos there. Besides, many others also use social media platforms to post videos or write ups to share their online friends. Therefore, these experiences are surely going to impress others and influence their decisions in future while going for a trip.

Finding the Best Accommodation on Social Media

Worried how to find the perfect place to stay during your trip? Social media can help you in this process as well. Hundreds of hotels and timeshare companies are advertising on Facebook and other social media platforms. This provides you with the option of finding the best options for staying, which can make your trip an enchanting one. While you can go for luxury hotels, there are also budget options, such as timeshares and bed & breakfast inns, which can help you complete the trip within a short time. Check out different social media platforms for advice from the people who have already treaded the route you are planning to travel.

Social Media as a Travel Best Practice

According to LinkedIn, the integration of social media in the travel industry for marketing has been one of the best practices. More and more travel and tourism companies are engaging these days in the process of social media marketing. In fact, different governments are also engaging in advertising the places in their territories as the perfect travel destinations. Besides, these governments and also a few travel companies are providing different types of offers to the travelers. This is driving more and more people with every passing day to use these social media platforms for making their travel plans.Social Media becoming Important Travel Marketing PlatformTravel companies have already started taking the social media platforms seriously. They are planning special marketing programs on these websites. Many of them are creating pages of their own on social media sites, such as Facebook. They are using these pages to provide information about their offerings. Besides, they are also providing images and videos of these places to make the tourists more interested in them. Hence, many of these companies are finding that a large number of their customers are being mobilized from the social media platforms.

Marketing in the Social Media Groups on Travel

Have you already joined a social media website for making travel plans? Are you worried how to start with the process? You will find quite a few groups, which are engaged in discussions about travel. Join them. You can even ask questions to clarify your doubts or finding the best destinations. This is why many travel marketing companies also join these travel groups on social media. They find these a perfect place to market their plans. When you ask a question, they can answer it and, at the same time, publicize their offerings as well. This is likely to help them increase their business revenues significantly.Like any other process, travel marketing was also growing and transforming over the years. As social media became an integral part of the life, it entered almost all the industries. The travel industry was no exception as well. Social media has been utilized significantly. Hence, it has helped to take the process of travel a significant step forward.

via Travel Marketing the Social Media Way.

REPORT: Apps Are Key To Reaching Travelers – AllFacebook

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David Cohen on June 20, 2014 

The way people travel has moved far beyond the days of travel agents and calling cards thanks to rapid advances in mobile technology, and a new report from Facebook and Boston Consulting Group offers a look at how travel marketing needs to change in order to keep pace.

Key findings from “Travel Goes Mobile,” according to a post on the Facebook for Business page, were:

  • Mobile should be integral and central to your marketing strategy. People spend the majority of their time online using their mobile devices, yet most travel companies haven’t reflected this shift in their marketing and business strategies.
  • The proliferation of applications will become increasingly prevalent in a mobile-driven world. As people spend more time on their smartphones and tablets — primarily via apps — travel companies have vast opportunities to communicate with new and existing customers during every phase of the travel journey. From becoming inspired, dreaming about where to go because of an ad, a post, or a picture, to planning, booking, experiencing, reflecting, and sharing, digital and mobile technologies enhance these experiences.
  • Sophisticated apps enable travel companies to foster loyalty with new and existing customers. Apps provide direct lines of communication; they help determine intent and add brand value over the long term.

Facebook Global Head of Travel Strategy Lee McCabe, co-author of the report, wrote in the Facebook for Business post:

This paper reveals the extraordinary role mobile can and will continue to play in travel and the tremendous value it can add to travel companies’ and travelers’ experiences alike. Importantly, this paper highlights the urgent need for travel companies to develop sophisticated apps, which, when combined with rich data and sophisticated targeting capabilities, allow for personalized marketing at scale. The ability to perfectly time and tailor messages is very powerful from a business standpoint — for both brand and direct response-related objectives.

via REPORT: Apps Are Key To Reaching Travelers – AllFacebook.

Skyscanner aims to challenge Baidu in the Chinese travel market – Telegraph

Edinburgh-based company acquires local start-up Youbibi to gain foothold in domestic travel comparison

bai_1950695bBaidu is China’s Google, dominating general web search and competing in many specialist search markets Photo: REUTERS

By Christopher Williams, Technology, Media and Telecoms Editor

Skyscanner, the British flight search company, aims to challenge Baidu, the dominant Chinese web search engine, with the acquisition of Youbibi, a local domestic travel price comparison start-up

The deal will see Youbibi’s 20-strong team, based in Shenzen, come under the control of Skyscanner’s existing Chinese operation in Beijing.

Skyscanner, based in Edinburgh, said the acquisition will provide mostly expertise in product development and domestic travel. Youbibi’s search receives only 100,000 visitors per month, roughly a tenth of Skyscanner’s Chinese website.

skyscanner_logoAndy Sleigh, Skyscanner’s general manager for Asia, said: “It’s primarily and engineering workforce. Our team in Beijing is primarily a sales and marketing workforce.”Skyscanner refused to disclose the financial terms of the acquisition.

Like Skyscanner, Youbibi specialises in ‘metasearch’, or searching comparison sites. It is focused on the Chinese domestic tourism market, which the central government last year said it would make a development priority over the next seven years. Chinese travellers will spend $75bn online in 2017, according to estimates by iResearch.

Steven Pang, Youbibi’s chief executive, said: “We are proud of the technology that we have developed and, by bringing this together on our platform with Skyscanner’s global flight expertise, we believe we can create a really exciting travel search tool for all Chinese travellers.”

Skyscanner established its Beijing operation in 2012 via a deal with Baidu, which controls about four fifths of the Chinese web search market. The British company provides Baidu with international flight price comparison data.

Its push into the domestic market with Youbibi will put it in direct competition with Qunar, Baidu’s own domestic travel search tool.

via Skyscanner aims to challenge Baidu in the Chinese travel market – Telegraph.

Survey Says: Millennials Now Drive Leisure Travel in U.S. | TravelPulse

JAMES SHILLINGLAW | JUNE 24, 2014

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For the past 10 years, the travel industry was focused on Baby Boomers, who were considered the most lucrative market. As Boomers got older, it was assumed, they would have more time and more money to travel.

That certainly has been the case over the last decade, and boomers continue to be a major market for travel. But now the industry may want to refocus on the often forgotten Millennial or Gen Y traveler, at least according to the 2014 Portrait of American Travelers, an annual survey by MMGY Global, a travel marketing services firm.

According to the survey, Millennials those between the ages of 18 and 35 will be the driving force behind the continued recovery of the U.S. travel industry. They are also expected to spend incrementally more on travel services than any other age group over the next 12 months.

The survey found that 24 percent of Millennial travelers are planning to take more overnight leisure trips in the next 12 months, versus 14 percent who are planning fewer trips, a net difference of 10 percent. This compares with a negative net difference of 1 percent for Boomers, and negative net differences of 3 percent and 6 percent for Matures and Xers, respectively.

Gen Yers also plan to spend significantly more on leisure travel services in the next 12 months, well ahead than any of the other generational cohorts: an average of $887 on a previous-year base of $4,499. Gen Xers intend to spend the second highest increment: $666 on a previous-year base of $4,341.

According the MMGY Global, both trends are consistent with the manner in which Millennials view the sanctity of their vacation time. Last year they took an average of 4.6 overnight trips for leisure purposes versus an average of 4.2 trips for all U.S. households with an annual income over $50,000.

“Six in 10 Millennials would rather spend their money on experiences than material things,” said Steve Cohen, vice president of insights for MMGY Global. “This is presumably one of the reasons we’ve observed the spike in their intentions with respect to leisure travel in the year ahead…Millennials’ planning, booking and sharing habits are significantly different from those of older leisure travelers.”

All this could be good for travel agents. In an earlier survey for the American Society of Travel Agents on the value of using a travel agent, MMGY Global found nearly 60 percent of Millennials who used travel agents believed that their vacations were better than those organized without their assistance. The study also found that consumers that use an agent travel more average 4.7 trips than consumers that don’t use a travel agent average 3.6 trips.

On the other hand, Millennials’ travel interests don’t always extend to more distant destinations. Gen Yers are more likely to have taken a “staycation” during the last 12 months than all other travelers. Thirty-three percent took at least one vacation within 50 miles of their home, versus 27 percent among all other leisure travelers. One third said their choice was made to save money to take a more substantial vacation during the year ahead.

The MMGY Portrait of American Travelers, now in its 24th year, reflects the lifestyles and travel behavior of approximately 57 million American households who spent an average of $4,429 on leisure travel in the last year. Collectively, they represent nearly $240 billion in U.S. travel spending. The survey polls 2,550 active leisure travelers who reside in households with an annual income of $50,000 or more and who have taken at least one leisure trip of 75 miles or more from home during the previous 12 months on which they used overnight accommodations.

via Survey Says: Millennials Now Drive Leisure Travel in U.S. | TravelPulse.