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.

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

Iran Sees $30 Billion From Future Tourism

P1030451Nuclear deal struck between Tehran, six world powers should see sanctions against nation beginning to ease by next year, along with lifting of travel restrictions

Source: Iran Sees $30 Billion From Future Tourism

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The deal struck between Iran and six world powers over its nuclear program should see sanctions against the country beginning to ease by next year – and Iranians are hoping the lifting of travel restrictions could prompt an influx of international tourists. Travel agencies already are seeing an increase in demand.

With its ancient architecture, breathtaking landscapes and warm people, tour companies describe Iran as one of the unexplored jewels of the Middle East.

But the country’s isolation since the 1979 Islamic Revolution has seen visitor numbers from the West fall. The latest figures show only 90,000 arrivals from North America and the European Union in 2013.

Former diplomat Mehrdad Khonsari said there’s a lot of work to do.

“The difficulties we’ve had in Iran have definitely hurt the tourist industry in the sense that people are afraid to go. But those people that ventured and overcame these considerations and visited Iran were never sorry,” said  Khonsari.

Nuclear deal

Iran’s embassy reopened in London this week. The July deal struck by Tehran and six world powers over the country’s nuclear program is already helping ease travel restrictions. British travel agency Wild Frontiers has seen a spike in demand, according to founder Jonny Bealby.

“Two things have happened since the nuclear deal. First of all, the [British] Foreign Office have changed their advice against travel to Iran, and that’s made it much simpler for people to get insurance and that sort of thing, so the numbers have gone up again,” said Bealby. We’ve had to put on three extra departures this year alone to cope with demand for the autumn season to Iran.”

British traveler Buggsie Heath-Brown has traveled to many corners of the globe. She is looking forward to joining one of the Iran tours later this year, saying it’s long been on her wish list.

“We decided to get on one of the first trips that we could to get out there; see the sights, meet the people before the big rush of the rest of the world.”

Major revenue

Iran says it wants to attract 20 million visitors a year by 2025, generating up to $30 billion in revenue over that time frame.

“Now that this outside face of Iran is beginning to change, I think that tourism offers a great opportunity for the Iranian economy,” said Khonsari.

Tour operators say obtaining a visa remains a major hurdle for many visitors, while international sanctions on Iran’s banking system mean that most transactions need to continue to be in cash.

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.




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.







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.


“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.


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.”

Why Asia’s cruise boom is ready to explode: Travel Weekly Asia

New studies on Asia’s cruise market released by the Hong Kong Tourism Board (HKTB) reveal a potential 83 million cruise passengers in Greater China and highlight how Hong Kong and regional ports are gearing up to tap into this market by upgrading cruise infrastructure and tourism offerings.

Coasta Alantica (1)

In April 2014, the Hong Kong Tourism Board together with the Taiwan Tourism Bureau launched the first-ever Asia Cruise Fund, an initiative aimed at offering better support to cruise lines and promoting regional co-operation for attracting cruise tourism.

The studies – the Asia Cruise Potential and Passenger Behaviour Study and the Asia Cruise Port Development Study – are the first of their kind and were released this week at Cruise Shipping Miami.

The two studies were carried out by the School of Hotel and Tourism Management of the Hong Kong Polytechnic University with the aim of providing insight and useful information to help cruise companies unlock the region’s cruise potential.

The Asia Cruise Potential and Passenger Behaviour Study specifically examined the potential market in Greater China, which is currently the largest source of cruise travellers in Asia and the eighth largest in the world, according to the Cruise Lines International Association (CLIA).

The study reveals a potential 83 million cruise passengers in just seven source markets within Greater China. This figure is four times the current number of cruise passengers world-wide. Hong Kong, with its connectivity to the Pearl River Delta, Central China and Taiwan by air, high speed rail and land transportation via the Hong Kong-Zhuhai-Macao Bridge, is looking at a cruise potential of 54 million passengers.

The study also reveals that the make-up of these passengers is younger and more family-oriented than cruise passengers in traditional source markets such as North America and Europe, where they tend to be older, retired achievers.

The second study, Asia’s Cruise Port Development Study, focused on the development of ports in Hong Kong and neighbouring areas. Its results highlight the commitment throughout the region to facilitate the growth in cruise business by improving port facilities and tourism offerings in the next five to 20 years.

Positioning Hong Kong as the home ship destination, the study identifies 21 ports within 6-7 cruise days which already have concrete plans to upgrade berths, cruise infrastructure and supporting infrastructure, as well as expand tourism offerings and improve destination management in areas such as the issuing of visas.

These ports include: Sanya, Xiamen, Zhoushan, Qingdao and Yantai in China, Keelung, Hualien, Kaohsiung, Anping, Taichung, Penghu, Kinmen and Matsu in Taiwan, Miyakojima and Takamatsu in Japan, Mokpo and Yeosu in South Korea, Hon La in Vietnam, plus Manila, Boracay and Puerto Princesa in the Philippines.

According to the study, within five years, half of these ports will be able to receive cruise ships of 100,000 gross tonnage. This will give cruise companies more flexibility in deploying their fleet and planning interesting itineraries with cultural, scenic or adventure activities to cater for all market segments.

Anthony Lau, executive director of the Hong Kong Tourism Board, said, “With the results of the two surveys showing the great potential and committed development, combined with the Asia Cruise Fund, Asia’s cruise tourism is ready to take off.”

In April 2014, the Hong Kong Tourism Board together with the Taiwan Tourism Bureau launched the first-ever Asia Cruise Fund, an initiative aimed at offering better support to cruise lines and promoting regional co-operation for attracting cruise tourism.

The fund now has four members since the addition of Hainan in China and the Philippines. More new members are expected to join soon.

via Why Asia’s cruise boom is ready to explode: Travel Weekly Asia.

Marketing strategies for tourism destinations: A competitive analysis: Travel Daily News

european travel commissionThe new European Travel Commission project focuses on six high potential markets, namely Brazil, Canada, China, Japan, Russia and the United States. This fact-finding research offers a bird’s-eye view of the competitive environment in the global tourism marketplace, and a portrait of the tourism strategy and marketing activities of competing destinations in each market.

In an increasingly vibrant landscape, marked by new players, technological innovation and rapidly changing consumers, the need arises for European destinations to closely monitor others’ effort to win market shares in the global tourism market.

This report is meant to support private and public organisations in the tourism sector to achieve a better understanding of the environment in which they operate. Its aim is to provide meaningful knowledge about best prospect markets, and the tourism strategies destinations worldwide have implemented in these key markets.

This report is part of a broader study tailor made for European tourism destinations in general and ETC members in particular.This project focuses on six high potential markets, namely Brazil, Canada, China, Japan, Russia and the United States. This fact-finding research offers a bird’s-eye view of the competitive environment in the global tourism marketplace, and a portrait of the tourism strategy and marketing activities of competing destinations in each market.

Information has been gathered through publicly available documents, and eventually enriched with first-hand information gathered through personal interviews with NTOs marketing directors, representatives of the travel trade and experts. Key results are presented in this executive summary, conceived for dissemination to the public at large. In this analysis, Europe is defined as the 33 countries which are members of the European Travel Commission plus France, the Netherlands and the United Kingdom.

via Marketing strategies for tourism destinations: A competitive analysis.

Affluent Travelers Tougher For Marketers To Reach

by Tanya Gazdik Irwin


This year will be challenging for travel marketers hoping to appeal to affluent consumers, according to a study from Unity Marketing.

Changes in affluent travellers’ attitudes and behaviour call for marketers to develop new strategies to capture some of the roughly $8,000 they plan to spend on their next vacation.

The demographic will be looking for new luxury travel experiences, all the while scrimping and saving on experiences that don’t mean as much to them (such as how they get to their destination) and splurging once they arrive. They will delay making plans till the last minute and will be less loyal to their travel rewards programs, as they search out promotions that offer more meaningful and motivating rewards, according to the study, “Affluents Will Travel in New Luxury Style in 2015,”

Affluents plan to take an average of three vacations in 2015, but they are waiting until the last minute to book. This works in their favour, as they carefully research all the available options, compare the many promotional offers received, and tap the Internet and social media for reviews and recommendations.

For travel planning, they are more DIY this year, using travel professionals less than in 2013. Furthermore, due to growing global unrest and the Department of State “worldwide caution” warning issued on Jan. 9, it only makes sense to wait until the window of opportunity is right.

The share of affluents who are undecided about their travel plans this year more than doubled from Unity Marketing’s 2013 luxury travel study, says Pam Danziger, president of Unity Marketing and author of the new study.

“Further, the projected budgets for their next vacation is lower than we’ve tracked since 2009,” she says. “Consumer uncertainty and lack of confidence is never a good sign for marketers and that is the environment that travel marketers face this year.”

Travel marketers’ mantra this year should be “hope for the best, but plan for the worst,” she adds.

“Given all the factors that can impact people’s willingness to travel, especially overseas, travel marketers need to recognize that their customers will be harder to commit to proposed trips this year,” she says. “Those customers will be more demanding when it comes to getting the most for their investment and may look more aggressively to cut expenditures wherever they can. Further, this may be an especially good year for the travel insurance business.”

Rewards programs are less motivating for affluents in 2015 than two years ago. A growing share of affluents have no plans or are undecided if they will redeem rewards for travel this year. Affluents report being less influenced in their choice of travel provider by the opportunity to collect rewards points.

“Since travel marketers rely heavily on rewards programs to market their services, this is an important call to action,” Danziger says. “It points to the need for travel providers to focus their marketing and rewards programs toward rewards that are more meaningful and motivating to affluent travelers.”

via Affluent Travelers Tougher For Marketers To Reach 01/23/2015.

Why investors in online travel need to be picky about China in 2015 | Sally White EyeforTravel

Silvana ComugneroThere can be no doubt that China is a crucial market for travel brands but it may not be for everybody, writes Sally White

Fast growing China’s foreign travel market may be, but investors should be very picky about buying into this story. Certainly, the market is eye-wateringly large – 100 million outbound trips were made in 2014, according to the China National Tourist Administration (CNTA). Adding to its allure for companies wanting a growth story to woo shareholders, this figure could reach 1.4 billion by 2030 with a spend of $1.8 trillion. Also, the number of countries Chinese travellers can visit easily rises this year as more governments and tourism boards are offering them visa-free access.

But these numbers could be a snare and delusion for foreign corporates not already well established. Most of these travellers keep to their own turf, with 90% staying within Asia according to the CNTA. Not only are local giants already well established, spending heavily and growing fast in all areas of online travel trading! The international heavy-weights are there, too, with the necessarily thick wallets to help their Chinese partners and subsidiaries.

via Why investors in online travel need to be picky about China in 2015 | Travel Industry News & Conferences – EyeforTravel.

Webtrends Recommends Best Practices to Help Travel Sites Increase Bookings

insights_phocuswrightPORTLAND, OR–Marketwired – Aug 26, 2014

PhoCusWright survey highlights the online research and booking tendencies of travelers:

  • Consumers use an average of 6.5 sites and devices to research before booking travel
  • 41 percent of travelers research travel using mobile devices smartphone or tablet
  • 55 percent of travelers prefer to book using a desktop or laptop even if they research using mobile

Given the number of steps involved in today’s average travel purchase, online booking sites are faced with serious challenges when it comes to understanding customers. In a recent travel survey sponsored by Webtrends and conducted by PhoCusWright, travelers who have taken at least one leisure trip within the past year involving a hotel or airline purchase were asked to identify the number of touch points that led to their purchase. Touch points are defined as both sites visited and devices used during the booking process. Survey findings include:

Travelers search multiple web sources when preparing to book trips, and the preference is overwhelmingly in favor of using desktops — 79 percent of travelers use online travel agencies/apps for research compared to 14 percent who use smartphones and 11 percent who use tablets.

Frequent travelers 6+ trips/year, big spenders spend $6000/annually on travel, early tech adopters and mobile travel shoppers use more touch points than the mean, indicating that these travelers do more research than average before booking.

Consumers aged 25-34 represent the most mobile-heavy shoppers, making up 38 percent of the total users who book through mobile. As consumers age, the number of touch points used to book travel decreases, identifying a key opportunity for sites to capture market share within that age demographic.

Top reasons travelers give for not booking via mobile devices are that they prefer to book via desktop/laptop 55 percent, the mobile screen is too small 31 percent, not ready to book when shopping on a mobile device 30 percent, and they are not comfortable booking via a mobile device 26 percent.

Travel booking sites have an opportunity to increase conversions and customer loyalty by providing a personalized, easy-to-use experience for customers who are using multiple devices. The following are five digital best practices suggested by Webtrends to help travel booking sites better understand their consumers and better focus their marketing spend:

1. Discover what matters to each individual traveler. In order to deliver relevant and personalized experiences to visitors, travel sites must take a sophisticated approach to the digital booking process by knowing each visitor on an individual basis. This allows brands to create the most relevant user experiences. By leveraging visitor-level measurement and optimization tools, brands can personally assist each traveler with his or her search and avoid the risk of that visitor booking elsewhere.

2. Understand travelers across their entire journey and on all devices. While you can’t control how consumers interact with your site, you can learn from that interaction — and learn to read between the channels. It’s not just about what a consumer did on a website or a mobile device, it’s about the journey and interaction between devices. For example, research may be done on a smartphone, but the user may ultimately book using a tablet. By painting a cumulative picture of consumers that includes both action and intent, brands can understand cross-channel flows and make informed decisions on where to invest both effort and spend.

3. Test everything across all channels. Whether it is flight/hotel booked or Average Order Value, metrics are essential to the travel industry. Constantly testing and measuring results allows brands to improve the booking experience and drive up KPIs — ensuring brands get the most yield for every dollar spent on marketing optimization programs. Evaluate your campaigns constantly and make adjustments regularly to see which messages result in the greatest return. Brands should continue to evolve the booking process because there isn’t a one-time fix. Channels should evolve depending on season, visitor demographics, travel pricing and other criteria.

4. Take immediate action. Every traveler has a purpose when visiting a site and historical data only tells part of that story. Real-time data is the clearest indicator of current intent, and using those in-the-moment insights to see what travelers are searching for and clicking on is the best way for brands to provide a relevant experience while the traveler is still engaged, regardless of channel or device. By reaching out to a visitor while that person is still thinking about the purchase, whether it’s through a pop up ad, an email immediately after he’s left the site or an offer for a lower fare, conversion becomes increasingly more likely. 5. Leverage technology that plays well with others. . Booking sites must have the flexibility to change and adapt in order to improve experiences for travelers across digital channels. When selecting tools, make sure you are leveraging technologies that are compatible and open. Otherwise, you may be forced to make compromises in your strategy in order to conform to a closed system.

via Webtrends Recommends Best Practices to Help Travel Sites Increase Bookings.

Voice interaction is changing the face of travel marketing –

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 –