Consumers increasingly perceive brands as media companies, a perception that is both fueled by companies creating more engaging content and consumer expectation of more interactive and interesting advertising.
A recent report sheds some light for travel marketers looking to engage more deeply with video content – a medium ideally suited to the beauty and story of the travel experience.
The survey of 1,000 Americans, and 500 marketers, comes from content marketers LevelsBeyond, and points out that brands are leaving opportunities on the table, as many brands don’t believe that their customers even want to see videos from the brands.
There’s also a disconnect between what consumers want to watch and what brands provide. Surprisingly, consumers are especially eager to consume videos that are instructive and teach how to do a particular skill. This insight could be leveraged by travel marketers in spaces where active sports or other insider knowledge could be packaged as a “how to” for a specific destination, vacation or location.Comedy comes in a second, following by product videos, micro-documentaries and animations. Travel marketers should take note of the 33% of surveyed consumers that enjoy micro-documentaries – this result is a sign that this type of content could be a way to hook browsing travelers into a purchase mindset.
However, the surveyed marketers did not match what the surveyed consumers wanted to watch. Brands are focusing less on instructive videos and more videos from their own branded events. A slight focus switch from “event videos” to “micro-documentaries” could be a welcome move by consumers. Social sharing also becomes a very important component of successful online video, as consumers are much more likely to watch videos that were shared within a network. And when a video is trending, a solid 38% of respondents would be more inclined to watch that video.Despite this compelling evidence that successful social sharing drives ROI of video, brands are behind in understanding how this mechanic works.
Another piece of data from Videology shows an immense shift into what video advertisers are seeking for the investment. The jump in cross-screen analysis reveals that this has quickly become one of the most important metrics for video advertising.The videos are pegged to their ability to bring attention and traffic across screens, liberating some of the conversion pressure for one particular platform as its impact can be tracked across screens.Marketers are finally starting to see video as a key component of the cross-platform marketing mix; now brands must be more considered when it comes to matching consumer appetite for video.The full report can be downloaded here.
Facebook made major gains within travel and hospitality web properties during the quarter, broaching 70 percent for the first time in a year, up from 57 percent in Q2 2013.
Victor White, director of marketing communications at Gigya, told Inside Facebook:
Facebook has increased its share of social logins on travel and hospitality websites by 13 percent over the last year, at the same time Google logins fell by 8 percent. Social login reduces the barriers to registering and logging into websites, allowing users to authenticate their identities using a preferred social network account. It also provides businesses with rich permission-based identity data, allowing companies to personalize their marketing campaigns and treat each user as an individual. A streamlined registration and login process is great for users looking to book holidays, events and days out, providing a simple and easy to use service.
Facebook’s lead on mobile dropped to 64 percent from 68 percent in the same quarter in 2013, but still dominates as the primary mobile login. Google comes in a far second with 25 percent.
Here’s a further breakdown of Facebook’s rank:
- Facebook still controls eCommerce with 75 percent of social logins;
- In Media and Publishing, Facebook grew to 49 percent of logins;
- Facebook remained steady for Consumer Brands at 67 percent; and
- Education is still ruled by Facebook with 79 percent of social logins.
In North America, Facebook still holds 53 percent of logins, holding on for the second straight quarter. Around the world, Facebook continues become the preferred login:
- In Europe, Facebook passed 60 percent of all logins for the first time, hitting 62 percent;
- In Central and South America, Facebook logins hit 82 percent;
- In Africa/Middle East, Facebook increased 4 percent to 82 percent; and
- In Asia/Pacific, Facebook has seen decreases over the past two quarters, but still sits on 78 percent of all logins.
New Partnerships Reflect Growing Collaborative Consumption Among Business Travelers
Los Angeles, Calif., July 29, 2014 – Concur, the world’s leading provider of spend management solutions and services, announced Airbnb and Uber as the latest partners to join its growing platform to improve business travel and streamline expenses . With this partnership, the benefits of collaborative consumption are now available to the business world: Business travelers are given easier ways to book their trips, and complete their expenses, while finance and travel managers maintain greater accuracy, visibility and manageability.
“This new generation of platform partners reflects the transformation taking place for today’s business customer,” said Tim MacDonald, executive vice president at Concur. “By partnering with these innovative companies, we are building a connected platform that radically improves the experience for the business traveler. With Airbnb and Uber, we are enabling, in business travel, what consumers already enjoy about collaborative consumption in their leisure. Capturing this spend then gives companies greater real-time transparency into traveler expenditure and itineraries.”
The partnerships with Airbnb and Uber signal increasing momentum for the expanding list of partners joining the Concur platform like United, Marriott, IHG and Avis to bring seamless connections to their customers for direct bookings and spend management. Specifics around momentum include:
- More and more business travelers are booking Airbnb properties: 27x the number of transactions for Airbnb captured in Concur expense reports this year over last year. In order to accommodate the increasing number of business travelers seeking cost-effective non-traditional accommodations, later this year, Airbnb will release an integration through Concur TripLink, enabling employers to gain full visibility into each booking to ensure Duty of Care requirements are met.
- Business travelers are increasingly adopting Uber for ground transportation: 5x year-over-year growth in Uber ridership captured in Concur expense reports. Uber’s integration with the Concur platform will provide a connected and effortless experience for all Concur business travelers that use Uber. These travelers will be able to request, ride, pay, and automatically expense – all from their mobile phone. The integration between Uber and the Concur platform will enhance and expand customer visibility into ground transportation spend.
- In addition, American Express is partnering with Concur and Uber to enable American Express Corporate Card Clients in the US to automatically enroll their employees to capture Uber receipts within Concur and have immediate visibility into the spend. This three-way integration between the Concur platform, Uber and American Express will be available this fall.
We 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.
While 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.
Wednesday, July 9, 2014
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.
Travel Marketing the Social Media Way
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.
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.
Edinburgh-based company acquires local start-up Youbibi to gain foothold in domestic travel comparison
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.
Andy 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.