Royal Caribbean launching new marketing campaign that shows off incredible and immersive vacations | Royal Caribbean Blog

Royal Caribbean has launched a new marketing campaign entitled, “Come Seek”, that aims to show a Royal Caribbean cruise is more than just a vacation on a floating hotel.

The new campaign which made its début on October 19, 2015 conveys that a Royal Caribbean vacation is not simply a cruise and those that take a cruise are not taking a conventional vacation.

Royal Caribbean’s multi-million dollar campaign wants to “roll out red carpet for next generation of cruisers” that are not just new to cruising, but also tech-savvy and relish an immersive and experiential kind of vacation.

Royal Caribbean are calling these people “Seekers” because, travel is not about vacations or being a tourist: travel is a way of life.  “Come Seek” has three main messages: This is not a cruise; You are not a tourist; This is not the Caribbean.  At the end, it ends with simply, “This is the Royal Caribbean”.

Through a variety of channels, Royal Caribbean aims to have “Come Seek” invoke imagery of mashing up surprising on-board experiences, such as North Star, the FlowRider and connecting on social media with Voom high speed internet.  In addition, Royal Caribbean wants to show the depth of places to explore in the Caribbean.  All of this works towards giving guests experiences and memories that they cannot wait to show off to their friends and family.

New television ads made their début on the October 19th in 15 and 30 second spots.  In addition, Royal Caribbean added 5 second ads in programs with heavy live viewership on US TV networks, such as The Voice and Late Night with Jimmy Fallon, with a 30 second ad later on to expand upon the 5 second teaser.  People may also have seen 5 second ads will run across the web including Facebook, Instagram, Twitter and YouTube.

Going beyond traditional media:

Perhaps one of the most innovative parts of this new campaign are the brand new “live billboards” in the New York city area that will feature live look-ins to Royal Caribbean’s ships.  Two hundred and thirty geo-target units across New York City will show live broadcasts via Periscope in high traffic commuter areas, such as John F. Kennedy International Airport terminal, news stands and subways.

Using the Voom high speed internet, these live tune-ins from the ships to show off the experience as it’s happening in real time.  These live look-ins will occur throughout the month of November and be shown around peak commuting times.  Most, if not all, of the tune-ins will come from Anthem of the Seas sailings.

Royal Caribbean will also look to guests to suggest experience that Royal Caribbean should broadcast back on Periscope.  Going off the map Royal Caribbean is also trying something else new to show off the kind of amazing experiences waiting in the Caribbean with a new Tumblr page called, “Uncharted”.

Royal Caribbean crew members will become ambassadors and share content as they experience it on their cruises.These Uncharted experiences will also be on the website, advertising and social media.  If it proves successful, the program could eventually extend to guests and travel agents.

Getting noticed:  

The idea behind this kind of advertising is to get past the traditional produced and polished advertising people expect.

Royal Caribbean believes authentic experiences will be something guests really value and notice.Royal Caribbean is very cognizant that consumers are used to being advertised so much that a lot of gets tuned out or fast forwarded.  With live Periscopes and crew ambassador reviews, the hope is the public will take notice because this is not a traditional kind of ad.

Source: Royal Caribbean launching new marketing campaign that shows off incredible and immersive vacations | Royal Caribbean Blog

Travel Category Trends Tool: Air – Think with Google

Google logo.jpegThink with Google have created an interested set of new tools by sector. The travel category currently contains a review of search data for the US over the last few months. The Google data in this dashboard, updated each quarter, provides a glimpse into travel intent to and from major cities.  It provides trends across the car rental, air, and hotel categories that can enable travel providers to plan for the season ahead.

Source: Travel Category Trends Tool: Air – Think with Google

The dashboards also reveals the most popular US air itineraries, the top 5 airlines brands searched for, the top 5 travel related questions, mobile search volumes across product categories and the top 5 travel videos.

UNWTO/WTM Ministers’ Summit to Address Destination Branding | World Tourism Organization UNWTO

UNWTO logoThe 2015 UNWTO/WTM Ministers’ Summit at World Travel Market London will put a spotlight on destination branding and how it has become an increasingly complex challenge (WTM London, Tuesday, November 3, 2015).


Destination management organisations are re-evaluating their structures and strategies to adapt to new market trends created by social media and new business models, such as the so called “sharing economy” and the growing  empowering of consumers.

Moderated by CNN journalist Richard Quest, Tourism Ministers and private sector leaders from around the world will discuss Destination Branding: new challenges in a changing market.

The 2015 edition of the UNWTO/WTM Ministers’ Summit will focus on:

  • What makes a successful destination brand in today’s globalised media landscape?
  • The links between nation branding and destination branding
  • The role of social media and consumers’ engagement in destination branding
  • Reputation management and crisis communication
  • The changing role of destination marketing organisations; and
  • The contribution of the creative economy to destination branding

Confirmed speakers include;

  • Nikolina Angelkova, Minister of Tourism, Bulgaria
  • Mauricio Ventura Aragón, Minister of Tourism, Costa Rica
  • Darko Lorencin, Minister of Tourism, Croatia
  • Nicolas Petrovic, Chief Executive Officer, Eurostar International
  • Noah Tratt, Global Senior Vice President, Expedia, Inc.
  • Lee McCabe, Global Head of Travel, Facebook
  • Nayef H. Al-Fayez, Minister of Tourism and Antiquities, Jordan
  • Edward Zammit Lewis, Minister of Tourism, Malta
  • Magali Silva, Minister of Foreign Trade and Tourism, Peru
  • Issa Mohammed Al Mohannadi, Chairman, Qatar Tourism Authority, Qatar
  • Frantisek Palko, State Secretary, Ministry of Transport, Construction and Regional Development, Slovakia
  • Derek Hanekon, Minister of Tourism, South Africa
  • Walter Mzembi, Minister of Tourism and Hospitality Industry, Zimbabwe

The discussion will be further enriched by the participation of more than 150 Ministers and aides poised to attend the event.

“The rise of the new technologies, coupled with the global economic downturn, has brought a paradigm shift as power moves from governments to citizens and from companies to consumers. This change is having a huge impact in the tourism sector and both destinations and companies need to adjust to new challenges”, said UNWTO Secretary-General, Taleb Rifai.

World Travel Market London, Senior Director, Simon Press, said: “The UNWTO and WTM Ministers’ Summit is a fixture in the calendar for ministers and private sector to debate the key issues facing the industry. Destination branding is becoming even more complex challenge as consumers empowered by new business models such as the sharing economy and social media have an impact on a destination’s brand and reputation. I am delighted WTM is again able to facilitate such an important conversation.”

Now in its ninth year, the UNWTO/WTM Ministers’ Summit is part of the World Travel Market London Ministerial Programme, bringing together Tourism Ministers and leading tourism experts to debate each year key issues affecting the sector.

Source: UNWTO/WTM Ministers’ Summit to Address Destination Branding | World Tourism Organization UNWTO

Expedia: all the key pieces fall into place | Travel Industry News & Conferences – EyeforTravel

expedia-logoInteresting analytical review of Expedia’s position in the marketplace by Eye for Travel…

“Has the OTA industry become a duopoly now that the US Justice Department has nodded through Expedia’s $1.3bn acquisition of Orbitz Worldwide? Certainly Wall Street has seen celebrations that only Expedia and Priceline among the monster groups are left standing. (Less research work to do!) The share prices of the two have been very upbeat since the head of the Justice Department’s Anti-Division, Bill Baer, announcement that “we concluded that the acquisition is unlikely to harm competitors and consumers”.

Source: Expedia: all the key pieces fall into place | Travel Industry News & Conferences – EyeforTravel

Brand Karma & TrustYou Partner to Bring Hotel & Tourism Brands the Best of Reputation Management & Virtual Reality –

Brand Karma and TrustYou have announced a strategic partnership, bringing together TrustYou’s powerful reputation management tools and Brand Karma’s digital innovation in virtual reality (VR).

The needs of the travel enterprise continue to evolve. Hotels now need to unify a complex mix of traveller feedback from reviews, social media, and guest survey data to delight the guest and stay competitive.  At the same time, new media platforms are rapidly changing travel distribution, with virtual reality revolutionizing hotel sales and marketing.

Source: Brand Karma & TrustYou Partner to Bring Hotel & Tourism Brands the Best of Reputation Management & Virtual Reality – Finally Joins Major Hotel Chains in Book on TripAdvisor – Skift

Trip Advisor

“A Skift take”’s participation in Book on TripAdvisor is a major win for TripAdvisor, which launched its Instant Booking product a couple of years ago and was slow to get hotels, and especially big online travel agencies to join. The U.S. Justice Department was correct, during the Expedia-Orbitz merger review, to see TripAdvisor Instant Booking as an emerging player to heighten competition.

By Dennis Schaal: Skift

Source & Read more: Finally Joins Major Hotel Chains in Book on TripAdvisor – Skift

How Omni-Channel Marketing Can Help Travel Brands Fly Farther, Faster: Marketing Land, Josh Manion

Omni-Channel Opportunities And Challenges

omni-channel marketingThe travel industry offers a particularly clear lens through which to see both the challenges and opportunities of omni-channel marketing. First, there’s scale and complexity.

TripAdvisor (Disclosure: client), for example, is the world’s largest travel site, with 375 million unique monthly visitors checking out more than 5.2 million accommodations, restaurants and attractions. Many customers routinely use multiple channels to do research and make travel choices.

A Facebook and Deloitte survey of more than 10,000 leisure travellers, for example, shows it’s an industry in which consumers are particularly attuned to social media. This study found that social media is second only to friends and family as a source of travel ideas. Sixty-eight percent said travel reviews give them the confidence to book. Given that profile, how does a global company touch customers at the right time with the right offers across the best platforms, given the tendency for data to be fragmented and siloed across online and offline sources, and from one digital platform to the next?

Leisure and tourism company TUI Group (Disclosure: client) offers some insight. TUI Group’s travel services span tour operator brands, travel agencies, hotels and resorts, with six TUI-owned airlines and a fleet of cruise ships for seaborne holidays under the company’s core UK brands, Thomson and First Choice. Customers interact with travel products over multiple visits and sessions. Purchase cycles may involve many months or even multiple years. And when the traveller books, he or she may have looked at dozens of packages, destinations, hotels and resorts, in varying combinations. A single customer may have millions of unique combinations to consider when choosing a holiday. How does the marketing team keep track of customers as they browse travel products and packages across platforms and brand portfolios in a long sales cycle?

How can you ensure that marketing advertising and offers are contextually relevant, given that a single traveller may purchase in different circumstances, for a family holiday, business travel or a couples getaway? Capturing and integrating the data is crucial, as is the ability to remember a unique individual across time and through every interaction so that the brand can respond in context. Brand “memory” is embedded in data. For any brand, and certainly for a company like TUI Group, it’s the critical resource in customer acquisition, retention and loyalty. Let’s take a closer look. How To Implement Effective Omni-Channel Marketing • Go Beyond Data Silos. This is the way a brand can avoid “short-term memory loss” when it engages a consumer over a lengthy sales cycle.

In the case of TUI Group, for example, the company has built a sophisticated data collection system based on advanced tag management with a persistent data layer that ensures data quality and consistency, regardless of the varied ways it is collected over the company’s many brands and platforms.

The omni-channel customer profiles in the data layer arm TUI with a more complete picture of travelers to better deliver the right experience and best offers for each customer.

• Leverage First-Party Data. The ad exchanges, ad networks and data management platforms evolving to support programmatic media buying offer a powerful way to market cross-platform. But first-party data generated on a brand’s owned platforms are key, because they reveal consumer intent and preferences.

For example, TUI Group reports using first-party data generated by visits and other customer interactions to support programmatic ad buying with “dynamic retargeting” serving product advertising relevant to the consumer.

Programmatic media buying makes it possible to leverage the strength of internet advertising, the ability to target buyers on the channels they frequent and prefer. The end game is advertising that is contextual.

After all, you don’t want to market a family vacation with the kids to an engaged couple deciding where to go on their honeymoon.

• Market Across The Brand Portfolio. Many global companies manage multiple brands, and that makes the practice of uniting data at the level of the unique individual more challenging.

Continuing with the TUI Group example, the company unifies first-party data to consolidate that information anonymously against a unique ID. The process enables the TUI Group to see how brands interact with each other and the role they play in the customer journey.

Data fragmentation has been a huge and persistent obstacle to effective omni-channel marketing. Martech innovation has been enabling marketers to unify all of this cross-channel, cross-platform data, and in the process, gain a single view of the customer as he or she moves about in daily life.

While not always simple, this is the first step to meaningful engagement with consumers. It will not only deliver short-term ROI but also engender long-term trust and brand loyalty.

Source: How Omni-Channel Marketing Can Help Travel Brands Fly Farther, Faster

Marketing Land, Josh Manion

The Hotel and Resort Operator’s Digital Marketing Budget Guide for 2016

Cover from The Hotel and Resort Operator's Digital Marketing Budget Guide for 2016 eBook

The Hotel and Resort Operator’s Digital Marketing Budget Guide for 2016

Vizergy Vizergy – Digital Travel Marketing, the hospitality industry’s leading provider of website design and digital marketing programs, releases its eBook on how hoteliers can plan and budget to achieve the highest return on investment for the upcoming year. Budgeting for digital marketing can be overwhelming due to the rapidly changing opportunities and numerous tools available. This ebook helps hoteliers stay on track by providing thoughtful recommendations from top media analysts along with a free budgeting Excel template.

More than half of all hotel rooms will be booked online by the end of 2015 (Google Research). Therefore, establishing a strategic digital marketing plan to capitalize on this trend is vital to the success of any hotel property. Vizergy’s complimentary eBook explains how hoteliers can align their digital marketing budgets with business goals and gives useful tips on deciding how much of your marketing budget to devote to digital. In addition to useful budget recommendations, the eBook includes a hotel digital marketing budget template created by our experts with more than 15 years of hospitality experience.

Click here to get a complimentary copy of “The Hotelier’s Guide to 2016 Digital Marketing Spend” today.

Source: The Hotel and Resort Operator’s Digital Marketing Budget Guide for 2016

Contextual Marketing – How it works in the Travel Industry – Big Data for Travel – Boxever

Everybody is talking about contextual marketing, but really, what is it and how will it benefit our travel customers’ experience?

In the madmen days of advertising, you would reach a customer through billboards or television ads placed at very strategic locations or times. Outdoor billboards near snow-laden airports featuring warm, sunny climate destinations. Television ads for airlines running on the evening news, touting easy flights for business executives. When was the last time you saw one of those?

The marketing industry has come a long way and digital marketing has completely changed how we reach our target audience. Contextual Marketing means discovering the context in which specific audiences were to be found. It is about the digital fingerprint, looking at what a customer has done, what they are currently doing, and predicting what they may do in the future based on their habits and trends. In the past that meant taking advantage of situations like freezing cold northerners who drive by boards near airports as they head to and from work or business executives who travel that watch the stock market reports during the evening news.

The fundamental concept of contextual marketing reaching audiences when they are in a specific time and place or frame of mind for considering your product or service — is still very valid. The difference is that the information we now have to support contextual marketing is more personalized and enriched with more details.

Equally important, the channels for reaching travellers are now highly individualized and personalized thanks to the ubiquitous tiny screens that are ever present in our lives. Instead of reaching that winter sun-seeker on his or her way to the airport, you can beam them an email directly to their laptop or tablet. The timing has become fine-tuned as well. For example, you know they’re in a look-to-book frame of mind if you send a remarketing email within six hours of a fare or destination search on your website.

There are many data drivers for today’s successful contextual marketing.

When blended, these drivers create hyper-personalized offers and content timed to reach highly receptive audiences at exactly the right moment. These drivers can include:



Historic behaviour

Real-time information

For example, let’s take Margie Foley. An online travel agency has her in its database as a female, aged 36, who lives outside of Hartford, Connecticut. In the past she has travelled to Fort Lauderdale in early March, midweek, leaving at 7am, returning the following Monday at 4pm. Now add her device information – her email and cell phone number. Then, (here’s where it gets really fun) pull in some third party weather data.

The OTA uses a sophisticated travel marketing platform that includes a recommendation engine that creates contextual marketing offers on the fly. So, on a snowy morning in January, Margie is headed out the door on her way to work. The recommendation engine pulls together an offer for a great deal to Fort Lauderdale, including a discount for an extra night’s stay at her favourite hotel. Timed to reach her during her lunch hour – while the morning’s nightmare commute is still on her mind and the snow continues to pile up outside her office window — the offer entices her into a temporary reverie with a picture of a Fort Lauderdale beach at sunset. The discount encourages her to book now so she’ll have two months of looking forward to her vacation – surely a powerful tactic to get her through the New England winter.

Now, multiply Margie’s offer by the 2,000 other New Englanders in the OTA’s database that share a similar travel history and who are also staring at the falling snow. Divide by the fractional cost of beaming them an email and the efficiency of contextual marketing (cost divided by booking rate equals ROI) becomes very clear indeed.

But perhaps the most compelling thought is that contextual marketing is in its infancy.

As travel marketers become more sophisticated and begin applying what I call personal interest data, the recommendation engines will be able to layer in additional personalization that will really drive contextual marketing to a whole new level and really make it so that every connection is 1:1.

Margie, it turns out, is a rabid Red Sox fan and her name is in the team’s ticketing database. Imagine the team clinches the American League pennant. The next day, while visions of victory dance in her head, she receives a contextual marketing offer that includes a World Series package pulled together on the fly. Go Sox. Go Margie.

This 1:1 marketing is what our customers are coming to expect. There is a move away from generic advertising, which can be seen in the latest iOS release that has the ability to block ads. We now need to start looking at ways to interact and provide extremely relevant information and offers to our customers.

Source: Contextual Marketing – How it works in the Travel Industry – Big Data for Travel – Boxever

Study Identifies AdWords Benchmarks for B2B Verticals | KoMarketing

A new study by Bizible provides insight into benchmark data for AdWords success across seven B2B verticals.

Which B2B verticals are getting the most bang for their buck on Google AdWords? A new study by Bizible crunched the numbers using AdWords and Salesforce data to determine the answer and provide industry-specific benchmarks for B2B marketers.

At the top of the list, in terms of percentage of leads converting to percentage of revenue, are manufacturing and professional services. Both verticals were found to have a bump in opportunity-to-revenue conversion.

In manufacturing, AdWords represents 23 percent of all leads and opportunities generated and is responsible for 25 percent of the revenue generated by the entire pipeline. “This shows that leads that come from AdWords are high quality,” the authors of the study wrote.
B2B Marketing Verticals

Travel and finance verticals draw the highest percentage of leads (nearly 50 and 44 percent, respectively) from paid search. The travel vertical’s revenue percentage drops off significantly (to around 25 percent), but the finance vertical generates just under 40 percent of its revenue from AdWords leads.

“In every industry, AdWords contributes to at least 20 percent of all leads. PPC is clearly an important, if not the most important, marketing channel for those two industries (travel and finance) in particular,” the authors of the study wrote.

The analysis included data collected from 90 Bizible customers in the first six months of 2015.

Paid search top channel for ROI measurement

When it comes to ROI measurement, paid search was found to be the top digital channel by an Econsultancy and Oracle Marketing Cloud study earlier this year.

ROI is an important element for marketers to show their success, but also one of the biggest challenges. Approximately 24 percent of respondents to a study in February cited proving ROI as their top digital marketing challenge.

Source: Study Identifies AdWords Benchmarks for B2B Verticals | KoMarketing