By Dr. Peter Tarlow, President and Founder of Tourism & More Inc.
Although many tourism practitioners believe that they are marketing a destination, it might be more accurate to call travel and tourism: “marketing with a destination”. All too often, travel and tourism professionals are so businesslike that they forget that the basis of a great marketing program is \”a passion-for-excellence.\” Tourism marketing is dependent on four intangibles: good luck, hard work, a sense of integrity, and a passion for people.
via Tourism marketing – a passion for excellence – eTurboNews.com.
Attribution is difficult but digital data can help. Ritesh Gupta, EyeforTravel’s Travel Journalist, gets the low-down and the highbrow from a marketing expert at Travelocity. No marketing investment can be committed to unless it can demonstrate a tangible impact on metrics. Digital advertising is no different. However given its potential to be a high performance medium that delivers intelligent and relevant data, works strongly in its favor.
Indeed, actionable data intelligence today is being converted into targeted marketing actions: SEO templates, content initiatives, link building and so on. So when marketing executives see technology that can process huge quantities of structured and unstructured data, while at the same time gleaning actionable insights, then they are in a better to ‘sell’ campaigns that actually deliver to the rest of the business.
via How to angle for better attribution in travel and tourism using analytics – eTurboNews.com.
The 2013 Digital IQ Index®: Hotels report assesses the digital performance of 48 U.S. Hotel brands in the Economy, Midscale, Upper Midscale, and Upscale categories across the dimensions of Site, Digital Marketing, Social Media and Mobile
via Hotels | L2: A Think Tank for Digital Innovation.
Marketing Challenges International (MCIntl) recently released a white paper that outlines the social media marketing landscape for global destinations in the meetings and conventions industry. Digital and social media are now complementing and, in some cases, replacing traditional marketing strategies due to cost-effectiveness, expansive reach, and the ability to target specific audiences based on preference.
“The market is evolving so rapidly that we have to keep monitoring it”, said Michel Couturier, President, MCIntl. “We took an in-depth look at the social media landscape and extracted strategies for our global clients. We know that research and face-to face meetings are key to success for a destination, but applying effective social media tactics can also enhance the marketability of a destination.”
Using social media as a marketing tool for global destination promotion is standard practice for the leisure market, he said, but convention bureaus have been slower to adopt these new tools. In a phone interview with International Meetings Review, Couturier noted several destinations that have done well with implementing social media with their convention marketing.
via How Social Media Marketing Can Boost a Destination\\\’s Business Profile | International Meetings Review.
An interesting article on the role of the Chief Marketing Officer.
Our response to this is as follows:
“An interesting viewpoint. I think the IKEA and Apple leadership approach speaks for itself. Marketing has moved on and is still a misunderstood and ill defined term. Our view is that the modern CMO needs to be able to lead and fuse science, art & technology to build lasting and profitable customer relationships. Kamprad and Jobs did this. The CMO needs to get the facts that data (in increasing forms) can provide to drive decisions. The art of marketing remains with the needs to build positive brand affinity. Any CMO that does not understand what technology can do for their business needs to get educated and the entire area of relationship building and engagement have been revolutionised by the opportunity presented by social marketing. We don’t believe the CMO role is dead. It is a role that has been transformed and those companies that get it and have CMOs that fuse science with art with technology and relationship building will probably be those most likely to succeed.”
via The Chief Marketing Officer is Dead | LinkedIn.
CMOs InTravel | The Forum for Travel Marketing Specialists
Advertisers Can Reach More Than 7.5 Million Engaged and Qualified Travelers on Mobile Devices
CHICAGO--(BUSINESS WIRE)--July 30, 2013--
Mobile Media Summit 2013, As mobile usage among consumers continues to skyrocket, brand advertisers are seeking ways to reach qualified audiences at specific locations. To address this opportunity, MediaShift, Inc. (OTCBB: MSHF), a leading digital advertising technology company, today announced the immediate availability of a new mobile engagement platform that enables brands to reach travelers while at airports and hotels.
Through this immersive, end-to-end platform, brands can now target and remarket to this highly-desirable audience throughout the entire browsing session. Brands are seamlessly integrated into a user experience through sponsorship and native advertising opportunities. The company’s mobile network currently reaches more than 7.5 million unique users per month.
via CMOs InTravel | The Forum for Travel Marketing Specialists.
Travel Ads Come to Life: Top 14 Ambient Tourism Campaigns – Skift
Samantha Shankman, Skift
Jul 26, 2013 4:00 am
Breaking through in travel advertising is no easy task; we chronicle all the quality and even questionable attempts of destinations and travel companies to attract customers and visitors via video each week.
But as travel competition heats up in this over-saturated media messaging world, tourism organizations are pushed to come up with more creative ways to attract tourists. Ambient advertising, in which agencies take their messages offline and onto real-life objects, has experienced a boom among tourism organizations in the past year.
via Travel Ads Come to Life: Top 14 Ambient Tourism Campaigns – Skift.
Expedia Faced Q2 Advertising Woes and its Hotwire Business Suffered, by Skift – Skift.
TV travel advertising in the U.S. has suddenly become more crowded and competitive, and as Expedia Inc. brands struggled to break through the clutter in the second quarter, the company’s hotel business suffered, and its Hotwire unit took a particularly hard hit.
Amidst some downbeat financials, that was the competitive climate that officials said Expedia operated in during the quarter.
The impact of Expedia’s multifaceted woes? Room night growth decelerated from 28% year-over year in the first quarter to 19% in the second quarter, and revenue growth likewise slowed from 24% in the first quarter to 16% in the second.
And, Expedia Inc.’s net income declined 27% to $90.5 million in the second quarter of 2013, compared with the same period a year earlier
Top Travel Industry CEOs on Social Media – Skift.
Rafat Ali, Skift
Jul 25, 2013 5:00 am
For the world’s largest consumer-facing sector, you would think that the travel industry executives would be very social and outward looking. This is, after all, an industry built on hospitality. Think again.
Turns out among the legions of big travel companies across all its subsectors, the CEO and leaders of these companies very rarely go off track from traditional corporate channels of communication. A select few of them are on social media, and even fewer have a meaningful presence — communicating with and responding to customers and peers in travel — in the various social channels.
Part of it has to do with the top leadership among top companies in travel: it still is an old white-boys club, for most part, at least in U.S. and Europe, and very few of them are tech savvy themselves. The more practical reason is that most of the large travel companies are public companies, with lots of financial regulations inhibiting the free form of communication that social media allows
The Six-Page Guide to All Things Sexy in Digital Travel – Skift.
Disruption of the $855 billion U.S. travel and tourism industry is something we report on every day at Skift, but recently HUGE, the digital agency best known in the travel world for designing the Four Seasons’ super sexy website, released a report on digital travel trends that we really like.
The report distills the major trends that are changing the way the U.S. and the world travels into a short six pages, which read as a quick jargon-free guide to all things buzz-worthy and innovative in the travel space.
The trends touch on everything from collaborative consumption and mobile apps to hotel management tools and unbundled airline fees