TripAdvisor will offer a million dollar digital marketing campaign to PATA CEO Challenge winners

pata logoEmerging tourism destinations have an unprecedented opportunity to boost their digital marketing campaigns, thanks to a collaborative venture between the Pacific Asia Travel Association (PATA) and TripAdvisor.

The PATA CEO Challenge offers two prizes, each valued at US$500,000, for regional, state and province tourism organisations, and secondary and tertiary cities that are able to demonstrate the uniqueness and authenticity of their heritage, customs, culture and natural beauty to local and international travellers. Awards valued at US$500,000 will be presented to the winners of each category: States, regions and provinces; and second-tier/third-tier cities.

Trip AdvisorThe winning organisations will work with dedicated teams from TripAdvisor to create unforgettable digital marketing campaigns that showcase their destinations to global stakeholders.“The PATA CEO Challenge is gathering momentum and we are receiving enquiries and entries from a very broad spectrum of new and emerging destinations. This is a remarkable opportunity to work with TripAdvisor’s digital marketing experts,” said PATA CEO Mario Hardy. “We have received many enquiries from organisations in mainland China and to assist them we are accepting entries in Simplified Chinese.”“Travellers around the world are always on the lookout for places to discover and explore.

By participating in the PATA CEO Challenge, emerging destinations will have the opportunity to showcase their unique destination to TripAdvisor’s global travel community,” said Sarah Mathews, Head of Destination Marketing, APAC at TripAdvisor. “We look forward to receiving even more creative entries as the deadline draw near.” Deadline for submissions is Thursday, October 1, 2015. The awards will be presented at the PATA Aligned Advocacy Dinner in London on November 2, when the guest of honour will be UNWTO Secretary General Taleb Rifai

via TripAdvisor will offer a million dollar digital marketing campaign to PATA CEO Challenge winners.

Tourism Marketing: E-travel giants get more individual – fvw

Leading travel e-retailers are using technology to speed up and individualise their offers, according to top executives at a recent fvw event.

Expedia-Europa-Chef Andreas Nau

Online travel giant Expedia cannot afford to carefully plan a medium-term strategy, Andreas Nau, head of Expedia Europe, told the fvw Online Marketing Day in Frankfurt. “We have to be fast, test and be allowed to make mistakes,” he declared.

For example, Expedia is currently testing a new form of hotel evaluation in 60,000 properties via a new app. “Customers can quickly give their views on the reception, service and overall impressions via smileys,” he explained to some 270 participants. Hoteliers “are already addicted to it” and respond quickly, he said.

Outlining some new products, Nau said that Expedia has developed a tool enabling hoteliers to change their prices via a mobile device, and is working on a method of presenting room prices like on a stock exchange.

Tom Breckwoldt, TripAdvisor’s Germany chief

Meanwhile, TripAdvisor is rapidly embarking on a new ‘customer journey’ and adapting itself to changing user habits, and the rapid advance of mobile devices, above all. “More than 50% of all content is consumed by mobile today,” said Tom Breckwoldt, Germany chief of the evaluation portal.

TripAdvisor no longer just wants to display hotel rankings ahead of a trip but also offer additional services at the destination, such as restaurant visits or excursions. The company has already bought content providers such as restaurant finder La Fourchette and activity finder Viator. Such activities will then be bookable on the company’s mobile portal.

Breckwoldt stressed: “Our core business remains the rankings, the evaluation of hotels and other services.” But he also predicted rapid growth of destination-based mobile bookings due to the spread of mobile devices and free wi-fi.

Facebook is also a good source of information for online tourism marketing, especially because companies can form clusters of users to target, Benjamin Schroeter, managing director of Facelift Brand Building Technologies, told the event. Tour operators, for example, could target specific groups for last-minute sales, he pointed out.

Meanwhile, this year’s fvw Online Marketing Award was won by the Hamburg tourist board for their mobile app, which acts as a city guide with detailed additional information as well as user evaluation options. The app has been downloaded more than 65,000 times since its launch in mid-2014.

via Tourism Marketing: E-travel giants get more individual.

Nobox Leads the Creation of Marriott’s Innovative Marketing Program with GoPro | Business Wire

marriott(BUSINESS WIRE)–Nobox, a leading social marketing agency, is the creative force behind the innovative marketing program between Marriott Hotels, Marriott International’s flagship brand, and GoPro. “Our creative goal is to engage Marriott’s guests and empower them to share richer, more immersive content,” said Jayson Fittipaldi, Chief Creative Officer of Nobox. “Ultimately, the surprise and delight that guests who participate experience and the amazing content that they are sharing with the world continues to elevate the Marriott Hotels brand among Millennial travelers. The alchemy of putting GoPro’s in the hands of eager guests have resulted in social marketing gold for Marriott.”

“Nobox’s continuous contribution to our success has transcended the scope of a social marketing agency to become Marriott’s creative agency for the region.”

This match made in “marketing heaven”, invites Marriott Hotels guests to take GoPro HERO4 cameras for a “test-drive” and capture their travel experiences in a richer, more immersive way. Guests are encouraged to share on social media using the hashtags #GoPro, #TravelBrilliantly, and #ViajeGenial for a chance to be featured on http://www.travelbrilliantly.com/gopro, Marriott’s social media profiles, and even on a dedicated TV channel in the in-room entertainment system of participating hotels. To celebrate the launch of the program, the most inspiring content submitted by guests will be selected to win prizes such as vacation stays, Marriott Rewards points and GoPro cameras.

“Travelers tend to be more active in social media during and after their trips because it elevates their profile. That said, smartphones will not capture our most adventurous travel experiences like parasailing, diving, etc. Combining Marriott and GoPro creates a perfect setting for Human-to-Human marketing; transforming happy customers into a brand ambassador,” said Carlos Garcia, CEO of Nobox.

“This program is a perfect example of how Marriott continues to innovate and attract the next generation of travelers,” said Craig S. Smith, President of the Caribbean and Latin America at Marriott International. “Nobox’s continuous contribution to our success has transcended the scope of a social marketing agency to become Marriott’s creative agency for the region.” The execution of this program spans across many touch-points beyond digital and social. Most notably, the program is embedded in the hotel experience and has dedicated Marriott associates at every participating hotel. Nobox even created a program management tool for Marriott associates to keep track of GoPro cameras and engage participating guests at the property level.

Watch the video: http://youtu.be/3IJd0OS6wE4

Visit the website: http://www.travelbrilliantly.com/gopro

Marriott press release: http://news.marriott.com/2015/01/gopro-marriott.html

via Nobox Leads the Creation of Marriott’s Innovative Marketing Program with GoPro | Business Wire.

How Google Now is Improving Travel. – 4Hoteliers

google nowIt seems that with every new release, smartphones are changing everything, they have had a significant impact on the travel industry over the last few years, and this trend doesn’t  seem to be stopping.

A lot of the larger hotel chains have developed stand alone apps to try and gain better control over the guest experience.

These apps are typically targeted to members of their loyalty programs or frequent travelers, but Google has a new product that might make them obsolete and level the playing field for independent hotels.

Google Now

Available with the latest versions of Google’s Android OS and through the Google Search app for the iPhone, Google Now is changing the way users are interacting with their smartphones. Using what they call Google Cards, Google Now displays a custom feed of information tailored specifically to the user. Day to day use provides local weather reports, traffic conditions, where you parked your car and new stories relevant to your interests. It pulls this data from the usage of your phone, GPS data and emails.

Specifically when traveling, Google Now can be incredibly useful. By scanning your emails, Google Now will automate a travel itinerary and update it on the fly. It knows what time your flights leave and will alert you when it’s time to check in, leave for the airport and even if there are any delays.

Google Now even generates your Boarding Passes as a scannable QR code. Once you arrive and check in, Google Now can display local attractions, nearby restaurants and other areas of interest. Now has become not only your itinerary, but your travel guide as well.

So how can hoteliers use these services to their advantage? Every hotel should make sure their emails are coded to trigger Google Now Cards. Contact your booking engine provider to see if their coding is compatible. If you’re doing your own coding, Google has provided a basic tutorial to help get started.

Encoding your outgoing emails to be captured by Google Now will only impact those currently using the service, others will see your emails normally. Once set up the Card can display a photo of your hotel, a Click to Call button, Reservation number, and Check In/Out times.

As mobile Check In features become more robust they will be integrated into Now as well. Most of the larger OTAs are already coding their emails to work with Now, so it’s important for hoteliers to match and exceed that experience as services grow.

Joshua Meehan is a Marketing Specialist at E-Marketing Associates, where he assists independent hotels with marketing strategies, social media, and contributes regularly to the E-Marketing Associates Blog. E-Marketing Associates works exclusively with independent hotels and builds innovative online marketing products that increase direct bookings and drive top-line revenue.

E-Marketing Associates helps independent hotels increase direct bookings and reduce reliance on OTAs. We build innovative online marketing products that deliver the best ROI for independent hotels. Our products aim to ultimately drive top-line revenue.

via How Google Now is Improving Travel. – Friday, 16th January 2015 at 4Hoteliers.

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.

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.

Content marketing key for travel businesses leveraging Google – TTG Asia – Leader in Hotel, Airlines, Tourism and Travel Trade News

Travel Distribution Summit Asia 2014, Singapore, May 29,

2014 TRAVEL companies must begin to think of themselves as content publishers to survive Google’s landmark shift to a semantic search algorithm.

Speaking yesterday at the EyeforTravel Travel Distribution Summit Asia 2014, Bronwyn White, director of MyTravelResearch.com, said: “Search is the one constant tool that travellers use in every stage of the path to purchase. “Semantic search is an algorithm that uses true meaning, intent and context to identify and prioritise websites with relevant content to the user.”

Google

Google (Photo credit: warrantedarrest)

Google now does this by drawing on a user’s personal information including geographic location, previous search history and social media behaviour. “Because search results are now highly personalised, we’re no longer chasing the holy grail of page one on Google, but people who are potentially really interested in what we say and do,” White noted. “If your content is likeable and shareable, Google says: ‘Hey! You must be an expert on your topic, we’ll trust you.’ Search engines will increase your authority ranking and will more likely present your page when users are looking for a related topic,” she elaborated.

When asked how travel companies should respond, White told TTG Asia e-Daily: “You’ve got to get the basics right. So make sure your website is structured right, your Google accounts are linked, your social media profiles all have the same website address associated with your company, so there is consistency in your social signals. “From there, just keep creating interesting content. Be clear about who your customer is and who you’re going to be talking to, then gear your content towards that. Create little personas.”

Talking about things that are related would also provide context and take advantage of the “serendipity of search engines”, she added.Companies that do not have the funds to conduct large-scale research could also drill down to a fundamental principle of the industry – talking to the customer. Said White: “There’s no harm asking your customers as they come through the door what they want to talk about, what interests them. “It’s not expensive and the thing is – there are a lot of unemployed journalists out there looking for work. There are also content marketing agencies, but for smaller operations, practise doing it yourself.”

It’s also important to know where the market is, she emphasised. “Where do your customers hang out on social media? Are they on Facebook, Twitter?” “For time-poor travel industry people, work on one platform. Get it right! Do one and engage properly rather than spreading yourself thin because that’s going to increase the quality of your content,” she advised.

via Content marketing key for travel businesses leveraging Google – TTG Asia – Leader in Hotel, Airlines, Tourism and Travel Trade News.

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MediaPost Publications Minnesota Launches Largest-Ever Tourism Campaign 04/25/2014

by Tanya Irwin, Apr 24, 2014, 3:53 PM

Minnesota will spend $14 million over the next year promoting the state’s tourism offerings, the largest travel marketing campaign in the state’s history and a 65% increase over last year.

Image representing Twitter as depicted in Crun...

Image via CrunchBase

The campaign, “Only in Minnesota,” will span 14 states and provinces and includes four TV spots, a revamped Web site, outdoor, digital ads and social media: Twitter, Instagram, Facebook and Pinterest. Consumers are invited to use the hashtag #OnlyinMN to document their favorite Minnesota moments.

Tourism

is a $12.5 billion-a-year industry in Minnesota. Research shows that travelers want to experience new and unique things when they travel, which is  why the campaign features Minnesota’s distinct outdoor adventures, cultural experiences, and unique landmarks – differentiating Minnesota from other Midwest travel destinations, says John Edman, director of Explore Minnesota Tourism

“This new campaign is a movement that will highlight unique Minnesota attractions and engage consumers in conversation about Minnesota travel,” Edman says in a release. “This cutting-edge campaign allows our state to be more competitive, and grow tourism across Minnesota.”

In keeping with the “Only in Minnesota” theme, the campaign incorporates homegrown Minnesota talent, including local musicians, and writers. It was created by Minneapolis-based Colle+McVoy.

The new Web site, developed by BarkleyREI, is more mobile-friendly.

“Over the last several years, we have seen tremendous growth in visitor site traffic through mobile devices,” Edman says. “We need to meet travelers where they are, and that means being accessible on mobile devices and social media.”

Stone Arch Bridge - Minneapolis, Minnesota

Stone Arch Bridge – Minneapolis, Minnesota (Photo credit: Sam Antonio Photography)

With ad buys of more than $3.7 million over the next three months alone, this year’s effort is more than double in size and scope than last year’s travel marketing campaign. More than $11 million in additional funding provided over the current biennium by the Legislature has allowed Explore Minnesota Tourism to expand its overall marketing impact this year with enhanced reach across all four advertising seasons (spring, summer, fall, and winter).

The additional funding has also expanded the reach of the Only in Minnesota campaign  into target markets in six new states and one new province across the region, including: Illinois, Kansas, Missouri, Colorado, Montana, Wyoming and Saskatchewan.

Explore Minnesota Tourism will also target new niche markets this year, increase international marketing, and develop additional marketing partnerships to enhance the impact of the state’s travel marketing campaign.

via MediaPost Publications Minnesota Launches Largest-Ever Tourism Campaign 04/25/2014.

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MediaPost Publications TripAdvisor, Hotwire Top Travel Site Ads, Study Shows 04/15/2014

by Laurie Sullivan, 14th April 2015, 2:35 PM

Phoenix Marketing International will release findings this week from an online travel audit analyzing consumer sentiment about the most popular travel industry ads on TV.

The study, “Online Travel Audit,” fielded in mid-March, analyzed 50 television ads from more than 30 travel search and reservation Web sites. It also looked at travel-related

Español: Logotipo de trivago

Español: Logotipo de trivago (Photo credit: Wikipedia)

advertisers, such as hotel and car rental, including American Airlines, Hotwire, Priceline, Trivago, Enterprise Rent-a-Car, Southwest, United and Hilton. The study compiled more than 3,500 responses.

Josh Berger, research director at Phoenix Marketing International, gave MediaDailyNews a first look at results. He said researchers also tested ads from American Airlines, Southwest, Delta, and United, as well as travel destinations like Orlando and Texas. “Ads can succeed several ways, whether they engage through a relevant message or empathy,” he said. “A straightforward approach as to what makes Trivago different than other search travel sites seems to work for the site.”

Business and leisure travelers identified Trivago for its advertisement The Perfect Hotel as the overall top-performing message. More than 55% of leisure and 50% of business travelers said they would recommend the site to others. The newcomer’s message tells consumers the site can compare hotel prices from more than 100 Web sites, adjusting the price depending on the budget.

Image representing TripAdvisor as depicted in ...

TripAdvisor via CrunchBase

Berger said Google did not rank within the first five sites. Other sites like TripAdvisor and Hotwire maintain a category lead. “We really think that as the survey product gets built up over time, it will give us a better understanding of trends and the growth of Google, as well as sites like Trivago,” he said.

Overall, Hotwire took the No. 2 and No. 3 spot among leisure travelers, with its ad From New York to Texas ranking No. 1 with the highest recall at 81%, followed by its Florida to Seattle ad with 79%. Expedia and Priceline rounded out the top five overall spots for leisure travelers, respectively.

While many leisure travelers are more concerned with saving money, business travelers look for conveniences. Business travelers ranked Hotwire No. 2 and Hotels.com, No. 3, with Kayak and Expedia following in that order. Hotels.com, The Obvious Choice & Captain Obvious, had the highest recall among business travelers.

Enterprise Rent-A-Car’s 50 Million Tree Pledge took the most buzzworthy ad in the category, with 30% of travelers saying they would likely speak positively about the advertisement to others. The ad improves the consumer’s impression of the car rental company by tapping into charitable effort. After seeing the ad, 60% of people feel better overall about the company compared to a travel average of 36%.

via MediaPost Publications TripAdvisor, Hotwire Top Travel Site Ads, Study Shows 04/15/2014.

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With Licensing Deal Google (NASDAQ:GOOG) Looks to Dominate the Online Travel Market | Benchmark Monitor

by Daniel Stone — April 9, 2014

English: The Google logo, the word "Googl...

The Google logo (Photo credit: Wikipedia)

New York – On Tuesday, Bloomberg released a report that Google (NASDAQ:GOOG) has reached an agreement with Room 77 to license that company’s hotel booking software.  Room 77 is a start-up that has been funded by Expedia (Nasdaq:EXPE).  The licensing deal marks Google’s intention to re-enter the online travel market after a stop-start attempts in the past, including the introduction of Hotel Price Ads (HPA) in 2010, the acquisition of ITA Software in 2011, and the launch of Hotel Finder the same year.

Along with Expedia, the online travel market is currently dominated by Priceline (NASDAQ:PCLN), Orbitz Worldwide (NYSE:WWW), and TripAdvisor (NASDAQ:TRIP).  According to the ITB World Travel Trends report published last December, online travel booking now accounts for almost 70 percent of all booking and mobile bookings is one to the fastest growing segments overall.  In the United States alone, the industry is worth more than $ 300 billion and given the recent performance of many of the companies in the sector there is still room for growth.

According to analysts the licensing deal by Google is most likely an attempt to upgrade their HPA, which essentially operates as the equivalent of ITA, a proprietary airline booking software.  Whilst HPA is aimed at hotel marketers, the software would essentially allow Google to complete the loop, by facilitating the customer booking.  If this is the case, Google would be positioning itself to cut the middlemen, such as Priceline and Expedia, while providing hotels with a better return on investment when compared to typical paid search campaigns.

Furthermore, industry analysts believe the move was driven by the Department of Justice’s ruling that allowed Google to acquire ITA Software on several conditions, including Google must allow licensed competitors to continue using the software, Google must take measures to prevent snooping, and the company must continue to maintain the software for licensees.

Through the licensing deal, it could be expected that Google might make more forays into the industry as their ‘competitors’ have little if any choice but to continue advertising through Google. While there is little direct evidence to suggest that such a move would hurt Priceline, Expedia, and TripAdvisor, almost 90 percent of what they spend on marketing goes to Google.  As such, the increased emphasis on travel could dramatically alter the online travel market in the long-run.  Shares in Google were up $ 4.10 in pre-market trading on Wednesday morning.

via With Licensing Deal Google (NASDAQ:GOOG) Looks to Dominate the Online Travel Market | Benchmark Monitor.

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