www.flyvia.com : get there for less

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The Travel Marketing Store has started a new project to assist destinations to more effectively market stopovers.  For leisure or even business travellers significant savings can be made by flying indirectly to a destination and if planned well can create an additional vacation or business opportunity.

flyvia.com brings together three leading affiliate marketing programmes with Dohop, the flight meta search engine, Booking.com and GetYourGuide for destination activities.

On one site and with partner links you can plan and book cost effective stop over trips.

The Millennial business traveller: Boxever

Millennials — all 83 million of them — represent the largest marketing population of all time.  They were consumers even before they could walk and grew up extremely brand conscious and willing to spend the money necessary to keep up with their peers and idols.

To them, consumerism doesn’t support a lifestyle, it is a lifestyle.Now that they’re in the business world, Millennials represent a significant targeting opportunity for travel marketers that understand them.

By layering basic Millennial behaviours over their business travel needs, you can leverage their preferences and priorities into higher business travel conversion and booking rates. How are Millennial business travellers different from business travellers in other age groups?

First of all – there are so many of them!  As Millennials take over the baby boomers as the largest employed population (right now there are more 22 year olds in the U.S. than any other age segment), their business travel needs will continue to increase.  Millennials also grew up with expectations other business travellers don’t have.   They expect to be able to use technology to speed their way through their own lives. They understand how airlines and travel providers can and should use technology to make their travel experiences easier.   And they’re comfortable making all their arrangements themselves, including flight changes and upgrades, seat assignments and hotel reservations.

Those that travel on business a lot become very savvy about how industry pricing works and know how to take advantage of excess inventories.  Self-assured, they have no trouble making spontaneous, last minute decisions, too.   Millennials choose convenience and service over price.  While they may be price savvy, Millennials aren’t particularly frugal.   Especially when it comes to convenience.

A recent FlightView® survey on Millennial travel habits revealed that 70% of respondents would be willing to pay more for a direct flight from their local airport and of that number, two-thirds would pay 10-15% more and nearly a third would pay 16% more.  The same survey cites that nearly 60% of travellers would be willing to pay more for ancillary conveniences including priority baggage claim (37%), curbside rental car pick-up (35%) and the option to temporarily check baggage at the gate so that they can freely dine and shop (40%).

That’s not to say that Millennials spend carelessly.   They consider themselves informed consumers and don’t like to feel like they’re being taken for a ride.   But as long as they associate a better experience with the service being provided, they don’t mind paying extra.   Meeting the Millennial business travelers’ psychological needs.

A national leadership consultant reports in a March 2015 Entrepreneur Magazine article that the #1 reason that Millennials leave companies is that they don’t feel valued and respected.  We can deduce therefore that the more a travel provider can do to demonstrate to Millennial business travellers that their patronage is recognized and valued, the more loyal they will likely become.

Giving them the same room they had before, asking if they’ll be making the same connections while booking flights and giving them a complimentary beverage on the return trip home reinforce their need to be recognized as well as their need to feel they belong right where they are.Every Millennial business traveller will spend a significant amount of money over the course of his or her career.

Travel providers that understand Millennial business travellers’ behaviours and priorities, and respond pro-actively with offers and services that support them, will win their loyalty and increase each traveller’s lifetime customer value.

Source: Millennial business traveler

Three travel brands innovating in crowdsourced marketing | Econsultancy

The first act of out-reaching to the crowd is 300-years-old (dates back to 1714), but the term ‘crowdsourcing’ was first coined in 2005 by two Wired Magazine editors Jeff Howe and Mark Robinson.

The whole idea of the internet is inherently based on the idea of crowdsourcing.  The internet is the place where the opinions of thousands are collected to help others in their decision-making.  And now social platforms have made it very simple to instantly reach out to many people and pick their brains.  The web is a silo of opinions, ideas and services curated by the mob.  People also tend to be more open in web-based projects.

Crowdsourcing has proven to be one of the most disruptive business models of the modern age.

In travel, the most notable examples are TripAdvisor and Airbnb, whose business models are built on user-generated resources.  The traditional travel sector has woken up to the value of crowdsourced marketing, too.  It’s not only the popular (and cost-effective) thing to do: it’s just plain good marketing.

Why? Because marketing at its core means bonding with your customer.

These three traditional British travel brands below use crowdsourcing to bring their products to market in new and exciting ways and drive innovation:

1) British Airways

In 2011, British Airways was the first British travel brand that turned to the public to co-create its aircraft menus, movies and livery.  Budding chefs, scriptwriters and artists were called upon to submit their ideas as part of the airline’s ‘Great Britons’ programme, initially launched in 2009 in anticipation of the Olympic Games.

These ideas were then taken forward and enhanced by category experts like renowned chef Heston Blumenthal, actor Richard E Grant and artist Tracey Emin.

The final outcome: a new on-board menu, in-flight movies and artwork for the exterior of the aircraft.

British Airways and Metro crowdsourced collaboration.

Following the success of this project, British Airways went on to pioneer the first ever live integrated crowd-sourced travel campaign in partnership with Metro in 2014.  This initiative gave consumers a unique opportunity to create and edit content using social media channels.  As part of this campaign English comedian Joe Wilkinson was tasked with a series of globe-trotting challenges.

Metro readers voted online for the places they would like to see him visit and the experiences they wanted him to have on his adventure.  The campaign featured a live feed of reader comments on Metro.co.uk, plus Wilkinson directly interacted with the audience using social channels.  This campaign strengthened customers’ relationships with the British Airways brand in an innovative way.

2) TUI Thomson

TUI Thomson’s “Name Our Plane” campaign saw the brand crowdsource a name for its first 787 aircraft on Twitter in 2012.

The success of this type of campaign has led Thomson to run a similar campaign this year, which focuses on both suggestions and user votes.  The selected winner’s name will be fitted on the new Dreamliner 787 and winner will be flown to a free long-haul destination on the brand new plane.

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Thomson crowdsourced the first wedding

TUI Thomson is also the first travel brand that crowdsourced a wedding decided by Facebook fans in 2015. The “Your Big Day” campaign invited people to vote for their favourite couple, the best wedding dress (which the bride then had to wear), the best hen or stag party idea and the best venue.  All expenses for the wedding and honeymoon were paid for by Thomson. The contest received 700 entrants and 10,000 votes.

3) Visit Britain

In 2014 VisitBritain worked with Genero to crowdsource a number of short films to feature on its international Sounds of GREAT Britain campaign.

Genero represents a global network of filmmakers, who were tasked with producing a number of short films reflecting the variety of sights, sounds and experiences on offer across Britain. T

he winning films were featured on VisitBritain’s Lovewall and were distributed across all global markets, with a bespoke end result for each language and region.

The films were created to give different perspectives of the locations and themes featured in VisitBritain’s ‘Sounds of GREAT Britain’ campaign.

The resulting multimedia content was original, sharable and a good example of evergreen content.Crowdsourcing allows brands to utilise the creative power of their greatest asset – their customers – in exciting new ways. The best projects drive interest, website traffic and all round good vibes to the brand in question.

Source: Three travel brands innovating in crowdsourced marketing | Econsultancy

Cathay Pacific and CNN explore life changing travel moments | Marketing Interactive

Cathay Pacific and CNN have teamed up for a series of on-air segments called The Trip That Changed My Life, which will run across CNN’s TV and digital networks.

The campaign marks a big shift for Cathay Pacific, which is exploring new ways of engaging audiences through content initiatives and social media channels.  The centre-piece of this campaign is the sponsorship of a series of six on-air segments called ‘The Trip That Changed My Life’, with high-profile personalities sharing stories of how travel has changed them.TCP, CNN International’s in-house creative agency, produced the campaign that runs across both TV and digital.

The narrative follows architect and designer Usman Haque as he travels from Hong to Kong to London with Cathay Pacific. A 30 second Cathay Pacific advertising spot will also run on CNN International completing the package.  Sunita Rajan, vice president of CNN International Advertising Sales Asia Pacific, said Cathay Pacific has been a valuable partner of CNN for almost two decades.  She said this campaign is the perfect example of combining high quality content to engage an up-scale global mobile audience.

“We are thrilled to be able to work with Cathay Pacific to deliver this holistic, integrated advertising solution that covers all the key touch points of TV, digital, branded content and social.”

Julian Lyden, general manager of marketing, loyalty programmes & CRM at Cathay Pacific, added that travelling well is vital to living well.“We hope this series will inspire the audience and travellers alike to get more out of their lives and from their travel.”

Source: Cathay Pacific and CNN explore life changing travel moments | Marketing Interactive

3 Marketing Lessons From The Top Travel Brand Videos On Social

Digital video is taking off as a marketing tool, and brands are using it in more and more creative ways on social media. For travel brands – which can benefit from showcasing the visual elements of the experiences they offer – it’s especially important to have a strong video strategy.

Source: 3 Marketing Lessons From The Top Travel Brand Videos On Social 08/31/2015

Digital video is taking off as a marketing tool, and brands are using it in more and more creative ways on social media. For travel brands — which can benefit from showcasing the visual elements of the experiences they offer — it’s especially important to have a strong video strategy.

We researched the videos travel brands posted to Facebook that received the most likes, comments, and shares so far in 2015. A few clear themes emerged over and over again, giving us some insight into what makes an engaging travel video. Here are the creative marketing lessons we learned from the most engaging videos.

Tap into experiences everyone values

In the beginning of the year, Singapore Airlines created a video around something everyone can relate to: New Year’s resolutions. The footage takes a look at different groups of people and their resolutions that relate to travel. (For example, one man wants to take his family on their first family vacation ever, one woman wanted to take a solo trip, and so on). Singapore Airlines paid for their trips and documented their experiences. Much of the footage was filmed using GoPro-type devices, which gives the video a more personal vibe.

The video works especially well because it’s about something that’s consistent with an airlines brand. New Year’s resolutions are a common experience for people and travel is often a part of them. Singapore Airlines was clear about their involvement in each group’s trip, which works well because people value transparency. The video received roughly 105,000 interactions and 218,000 views. (That’s nearly one interaction for every two views.) It’s the fourth most-engaging video from a travel brand so far this year.

Give your audience an inside scoop

In February, KLM released a video demonstrating how autopilot on planes works. It gives viewers an inside look into the cockpit and the procedure of flying from the pilot’s perspective — all the way from takeoff to landing. The video got shared on Facebook nearly 30,000 times and was viewed over 2.2 million times. It’s the eighth most-engaging travel video this year.

The reason this video works so well is that it taps into an area of people’s imagination. Fans love to get the inside scoop into what’s going on, and they appreciate feeling like they get to access something that had been inaccessible before. That’s one of the reasons why, for example, the McDonald’s video earlier this year showing how their fries are made got a lot of attention.

Overproduction isn’t always necessary

Not every video needs the planning and precision of a full-length feature film. Social is a great place to share real things that are happening. When overproduction happens, brands can often appear ingenuine and out of touch. Sometimes, the best videos can come out of filming real people experiencing real things.

In June, Virgin Atlantic uploaded a video of a surprise they gave passengers on a Detroit flight: Richard Branson and the Virgin Atlantic team arranged for the cast of Motown the Musical to perform in the aisles in celebration of the airline’s new Detroit service. The light-hearted video gives us a glimpse into the performance and the reactions of the passengers.

It’s clear this surprise was enjoyed by more than just the passengers on the flight; it received over 86,000 interactions and was viewed almost four million times. It ranks seventh on the list of top engaging travel videos on Facebook this year.

Perhaps the best feature of a strong video strategy is being dynamic. Travel brands can approach online video in many different ways. They have a huge opportunity to showcase visual content since it’s so closely tied to their industry. It’s important for travel brands to keep exploring to figure out which ideas are a hit and which are a miss, and they should continue to test out videos on social in new ways to continue connecting with their audiences. In order to succeed in the eyes of consumers, they must be willing to explore meaningful experiences and share openly with their audiences.

Sabre AirVision Market Intelligence solution expands distribution with Airport Strategy and Marketing… — SOUTHLAKE, Texas, Aug. 26, 2015 /PRNewswire/ —

SOUTHLAKE, Texas, Aug. 26, 2015 /PRNewswire/ — Sabre Corporation (NASDAQ: SABR), a global technology provider to the travel industry, has signed an agreement with Airport Strategy and Marketing (ASM), a leading consultancy firm with expertise in defining route development for airports worldwide.

sabre-logo-250x61Under this agreement, ASM will extend their current product portfolio by offering Sabre AirVision Market Intelligence to better serve their global customer community of airports and key stakeholder partners.

Sabre AirVision Market Intelligence addresses a key aspect of the airline business by connecting parties to robust market data. Ultimately, this solution provides advanced data analysis capabilities for business development and commercial planning departments. Airlines, airports, tourism boards and other travel related companies use Sabre AirVision Market Intelligence to drive efficiency around commercial planning, identify new revenue opportunities, and increase competitive insight.

“I am delighted we have reached this new agreement with Sabre, and as major users of Market Intelligence we find it to be the strongest demand and schedule data system on the market,” said David Stroud, managing director for ASM. “I am pleased we can now effectively add the product into our portfolio of services and enhance our offer to the world’s airports.”

“This new deal is a win-win scenario for both organizations. ASM deepens their customer offerings, while Sabre expands into the airport market and extends the reach of Market Intelligence to additional customers,” said Darren Rickey, vice president of Sabre AirVision.

First-class route development is dependent upon quality traffic data. With the data Sabre AirVision Market Intelligence provides, ASM will continue to provide consulting, analytics and training services to its airport customers. This new agreement reinforces the long standing relationship between the two companies. In addition to Airline Solutions’ status as ASM’s preferred airport data supplier, ASM now has the rights to market and sell this data solution.

Source: Sabre AirVision Market Intelligence solution expands distribution with Airport Strategy and Marketing… — SOUTHLAKE, Texas, Aug. 26, 2015 /PRNewswire/ —

Think with Google debuts a travel dashboard to help US marketers – Tnooz

Google logo.jpegIn August Google’s marketing research arm, Think with Google, unveiled its Travel Dashboard — a free online tool that highlights recent and year-over-year trends based on Google data across the car rental, air, and hotel verticals in the United States.

The data has been designed to help marketers in planning their campaigns. It will be updated quarterly. For instance, the travel dashboard shows that between January and June 2015, airline direct brand queries rose 19% year-over-year for Delta and 52% year-over-year for Allegiant Air. That’s a sign that those airlines’ search marketing, AdWords, and branding campaigns may be working.

For hotels, search volume on mobile devices increased 49% during the first half of the year, relative to same period a year earlier. The gain for tours-and-activities was 47%, relative to the first half of 2014. More air queries were coming from mobile, too — up 32% year-over-year, as of March 2015, across all Google Data.

Drilling down for context One of the travel dashboard tools lets any user select from 25 major US markets to find out where people were traveling between July and September 2014, according to Google’s data. For instance, people in San Antonio were visiting Las Vegas 21% more during that quarter than they were in the same period a year prior — making Sin City the biggest gainer among destinations measured. The site reveals where travelers were coming from. Columbus, Ohio, (“Go Buckeyes!”) saw a 90% year-over-year increase in Chicagoans visiting.

The travel dashboard is looking at Google search data that shows where people in one location are searching for travel to another city. It’s not data from Google Flights or Google Hotels metasearch tools, says a company spokesperson.

GO DEEP: The Travel Dashboard by Think with Google

MORE: This Air France ad is the top travel brand video of 2015, so far, says Google – See more at: http://www.tnooz.com/article/think-with-google-debuts-a-travel-dashboard-to-help-us-marketers/#sthash.Y66ofknL.dpuf

2014 Airline Ancillary Revenue Activity Surpasses $38 Billion, Up Nearly 21 Percent

CarTrawler Yearbook of Ancillary Revenue by IdeaWorksCompany  compiles disclosures from 63 airlines worldwide

The 2015 CarTrawler Yearbook of Ancillary Revenue by IdeaWorksCompany, now available free online, provides the most detailed global assessment of a bottom-line-booster that can represent 38.7% of a carrier’s revenue, as it does for Spirit Airlines in the US, or $56.28 per passenger for Jet2.com in the UK, and $5.86 billion for global behemoth United Airlines.  

This excellent full 98-page report examines 63 airlines that disclosed revenue in financial filings during 2014 from sources such as frequent flier miles sold to partners, fees for checked bags, and commissions from car rentals.

Click the links below to read the 6-page press release or to view the entire 98-page yearbook.  

6-page press release:  www.ideaworkscompany.com/wp-content/uploads/2015/09/Press-Release-100-Ancillary-Revenue-Yearbook.pdf

2015 CarTrawler Yearbook of Ancillary Revenue by IdeaWorksCompany:  www.ideaworkscompany.com/category/current-reports

 

 

The Week in Travel Stats: Learn Where Your Clients Could Be Headed Next | Travel Agent Central

The Week in Travel Stats: Learn Where Your Clients Could Be Headed Next | Travel Agent Central.

From last-minute summer road trips to a look at which destinations are trending right now, the week in travel stats provided a good glimpse into what’s hot in travel for the rest of the year.

U.S., Spain Top Most-Searched Destinations in Q2

This week travel marketing platform Sojern released a look at the most-searched destinations of the second quarter of 2015, an indicator of where travelers are looking to book at the moment.

The United States and Spain were the most-searched destinations, followed by Italy, the United Kingdom, Germany, France, Portugal, Turkey, Greece and Russia. The latter re-entered the list after a quarter’s hiatus, replacing Thailand.

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Beyond the top 10, here are the destinations that captured the most traveler interest by region since summer 2014:

In North America, Haiti moved up 34 ranks since summer 2014, after experiencing a dramatic decline in tourism in the aftermath of the 2010 earthquake, followed by Iceland, up 11 spots.

For travelers from Western Europe, Cuba pushed up 12 places to position 41, thanks to a lot of media attention and the detente with the U.S. Czech Republic, Iceland and Romania each moved seven places up in the ranking.

In Latin America, Aruba’s appeal increased over last year, pushing it up 11 spots, followed, by Hungary, up 10 spots. The latter is one of the more affordable European destinations, as a non-Eurozone country.

In Southeast Asia, Bangladesh moved up eight spots and Qatar seven since summer 2014.

For travelers from the Middle East, Sudan gained the most popularity (up 24 spots), followed closely by Bosnia and Herzegovina (21 spots), a country which the World Tourism Organization estimates will have the third highest tourism growth rate in the world by 2020.

Read more

Top Restaurants for Last-Minute Summer Road Trips

Even as we head into August, clients could still be looking to take one last summer road trip. OpenTable has released its 2015 Summer Road Trip Restaurant Guide highlighting top eateries for your clients to visit.

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Compiled by OpenTable insiders across the nation, the guide highlights culinary destinations along some of the country’s most popular road trip routes.

The OpenTable 2015 Summer Road Trip Restaurant Guide includes more than 100 restaurants, from Grace in Portland, Maine, to Meriwether’s Restaurant & Skyline Farm in Portland, Oregon. OpenTable’s regional teams around the United States curated the guide.

Source: OpenTable

1 in 4 Business Travelers Can’t Use Ride Share Services

This week also saw a flurry of research into the world of business travel from the Global Business Travel Association (GBTA) Convention 2015.

As part of a panel discussion at the event, the GBTA Foundation released a new report on the future of ground transportation in the sharing economy. Key takeaway: With one in four business travelers barred from using new ride share services, rental cars and taxis remain the most commonly used methods of ground transportation among business travelers.

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“Our research shows one in four (24 percent) travel buyers say their company does not allow their business travelers to use ride-sharing companies, by far the highest percentage for any form of ground transportation,” said GBTA Executive Director and COO Michael W. McCormick. “In addition, a large number of companies still have not adopted policies around ride-sharing companies, revealing a need for education about the benefits and the risks. GBTA hopes this study is the start to closing that knowledge gap and we welcome an open and constructive dialogue on this topic.”

Read more

Business Travel Spending to Hit Record High of $1.25 Trillion in 2015

Another report from the GBTA Convention brought some good news for business travel. Driven by a surge in China, business travel spending is expected to hit a record high of $1.25 trillion in 2015.

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Despite recent economic turbulence, China business travel will increase by 61 percent over the next five years, from $261 billion in 2014 to $420 billion in 2019. That increase is greater than the increases in business travel growth in the next 8 largest countries combined, including the U.S., Germany, India, U.K., Indonesia, France, Turkey and Japan.

“Despite recent economic speedbumps, China will pull away as the global leader in business travel over the next five years,” said McCormick. “On the horizon, we’ve identified five nations that are also seeing extraordinary growth and could very well turn into the business travel markets of the future. Another market to watch is India, which is statistically where China was 15 years ago.”

Amadeus and Southwest Airlines advance partnership with new corporate travel agreement – MarketWatch

amadeus new logo on blueAmadeus and Southwest Airlines advance partnership with new corporate travel agreement

Amadeus, a leading technology partner for the global travel industry and Southwest Airlines announced today a new milestone in their partnership. Under a new multi-year agreement, Amadeus’ corporate travel booking tool users around the world will gain access to Southwest’s fares and inventory.

“Providing seamless functionality and booking ease to our corporate customers worldwide is a focus we share with Amadeus,” said Kevin Krone, Vice President Marketing and Chief Marketing Officer, Southwest Airlines. “This new global agreement marks another milestone in our continued partnership, offering a new dimension in distribution to deliver world-class access to our entire available inventory of seats to more than 90 destinations.”

With the direct implementation of Southwest’s content, users of Amadeus’ e-Travel Management and i:FAO’s cytric corporate booking tools will gain benefits such as:

  • Greater functionalities including live availability and last seat inventory delivered via an integrated display
  • Functionality supporting all pricing rules, fare rules and return of ticket number
  • Fare searches returning the lowest fares available
  • Booking and ticketing capabilities for the carrier’s loyalty program/Rapid Rewards members
  • Additional functionality related to deferred ticketing, retrieving and canceling reservations, and exchange funds toward new itineraries

via Amadeus and Southwest Airlines advance partnership with new corporate travel agreement – MarketWatch.