Digital Marketing Trends Redefining Tourism Prospects | Travelandtourworld.comTravelandtourworld.com

Wednesday, July 9, 2014

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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.

via Digital Marketing Trends Redefining Tourism Prospects | Travelandtourworld.comTravelandtourworld.com.

Travel Marketing the Social Media Way

Travel Marketing the Social Media Way

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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.

via Travel Marketing the Social Media Way.

Big data fuels rise of real-time travel marketing – TTG Asia – Leader in Hotel, Airlines, Tourism and Travel Trade News

Xinyi Liang-Pholsena, Bangkok, June 20, 2014 

pata logoTHE growing availability of large public and private information sources has led to the development of big data analytics, a potential trove of information that travel businesses can leverage to deliver more effective and tailored services to their customers.

In particular, Asia’s high rates of smartphone penetration, skyrocketing demand for ‘phablets’ mobile devices straddling smartphone and tablet and immense popularity of social media underscore the vast opportunities big data present, said speakers at PATAcademy-HCD, which takes place in Bangkok from June 17 to 20.

“The Internet of things” – a term that refers to the advanced connectivity of devices, systems and services – can enable travel brands to capitalise on the potential of “real-time marketing” to personalise the customer experience and predict their current and future needs, said Sonal Patel, business development director, exchange – APAC, Twitter Singapore.

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Moreover, the emergence of wearable technology like Google Glass will further enhance the development of real-time marketing.

 

Citing his market research firm’s findings, Laurens van den Oever, global director for travel at GfK, illustrated how big data can be used to understand the booking seasonality and characteristics of destinations around the world.

For example, German and English travellers are early bookers while Italians and Russians tend to be late bookers when it comes to a summer vacation in Spain; within the region, Singaporeans are extremely late bookers, usually just four weeks in advance, he shared.

Applying booking seasonality trends to crisis communication, PATA COO, Mario Hardy, remarked: “If a crisis in a destination happens during high season, how you communicate to your markets is also different from when it happens during low season.”

While online is a part of nearly all travellers’ consumer journeys, van den Oever also pointed out that offline remains a major influencer. “Cross-channel usage is strong, so travel marketers should ensure a synergy of message across online and offline touch points,” he said. “For package tours, travel agencies and catalogues are still important touch points.”

Moreover, he also emphasised the complexity of travel purchase journeys, as consumers go through multiple pathways – ranging from generic search and aggregators to destinations and travel agencies – prior to making a booking so it is vital for travel marketers to consider the placement of their message. “Being present on all touch points is becoming mission critical,” he stressed.

via Big data fuels rise of real-time travel marketing – TTG Asia – Leader in Hotel, Airlines, Tourism and Travel Trade News.

2014: Is this the tipping point for online travel distribution in APAC? | Travel Industry News & Conferences – EyeforTravel

Jun 2, 2014

As the travel industry starts to mature and new disruptive forces enter the fray, are you – and your business partners – ready to pivot?

skyscanner_logoIn a world where many travel brands want to drive more direct business, how do you choose the right partners? Whether it’s Google, Expedia, Skyscanner or Groupon, one pressing question is this: how are they going to assist or hinder your efforts in the fight to win the next billion Asian customers? By 2030, tourists from Asia will lead all regions of the world in total departures and travel expenditures. So yes, it’s a booming market and there are huge opportunities – as well as some significant challenges.

Over the past month, we’ve been talking to some of the speakers who presented at EyeforTravel’s Travel Distribution Asia last week. They helped us to identify some emerging trends in the region. Let’s now take a closer look.

1. Ready to pivot? Are peer-to-peer and villa rentals the next big thing?  Is this a tipping point in online travel?

Sean Seah, MD of Groupon Travel thinks so. “I think we’re at a pivot point. What I call travel 1.0 – the OTAs, search engines and pretty much metasearch too, which has been around for ages, have matured,” he says.

In APAC, specifically, this is a whole new segment, which could seriously shake up and disrupt the distribution model.“

In 2014 and 2015, the whole peer-to-peer model, like Airbnb and vacation rental space, like HomeAway, will be huge and that is going to make it even harder for travel suppliers like hotels to play the game, as these other guys are going to be just as good,” says Seah.

In Asia, there are still huge opportunities to run villas – especially for groups and families – in, say, Phuket and Bali

“The OTAs have brought transparency to the hotel space, but there is absolutely no transparency in the market for villas,” explains Seah.In other words, they are hard to find, very few are doing it and nobody has – as yet – gained critical mass. While, things are changing though this represents one of the greatest opportunities in APAC.

2. Mobile: it’s massive and it’s mainstream

For Skyscanner’s Andy Sleigh, General Manager, APAC you simply can’t succeed in APAC unless you understand mobile and are prepared to take advantage of mobile growth in a region, where around a third of the 4-billion strong population have access to the mobile internet.

“We take a mobile first approach – it’s a no-brainer when your mobile traffic more than tripled as ours did last year,” he says.

Expedia could not agree more.expedia-logo

Says Traci Mercer, Vice President, Market Management – Asia Pacific at Expedia Lodging Partner Services: “Mobile is massive, mainstream and the marketplace for travel is – Now!”

With mobile as the mainstream medium, Mercer says Expedia will be considering what the next ‘well’ is for new customer acquisitions. Watch this space.

3. Where next for wearables…and the smart TV?

For Mercer the big question is: “As we play this forward [the fact that mobile is now mainstream], what do wearables and smart TVs do to commerce online?”

In APAC, Mercer points toa leapfrogging of the PC in favour of smartphones and tablets or ‘phablets’ and this, along with the emergence of low cost carriers, is creating a larger middle class and creating an abundance of new travel consumers. Of course, when it comes to wearables, we aren’t just talking Google Glass, and there is plenty of room for innovation on this front.

4. Keep it clean, simple and transparent 

What KAYAK has seen through continued growth in 2013 is that there are similar user preferences across its various regions, and if we are speaking of integrity, it’s important to be transparent too.

“Consumers across all regions prefer a simple, intuitive and clean user interface, comprehensive search results, a fast response time, transparency in pricing, and a seamless multi-platform experience,” says Debby Soo Vice President – APAC.

KAYAK believes it is able to take its widespread and deep experience with consumer preferences in the US and apply those lessons to markets like Europe and Asia.

via 2014: Is this the tipping point for online travel distribution in APAC? | Travel Industry News & Conferences – EyeforTravel.

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Sabre Renews Technology Agreement with Accor Hotels – MarketWatch

May 29, 2014 

PR-Logo-NewswireSabre Corporation, the leading technology provider to the global travel and tourism industry, has renewed its technology agreement with Accor Hotels to continue marketing and selling Accor’s room inventory and rates in the Sabre global distribution system.Travel agents using the Sabre global travel marketplace will be able to access room rates and availability for all 13 Accor brands and 3,600 hotels in 92 countries.Based on Sabre’s unparalleled access to more than 400,000 travel agents worldwide, Accor also will extend its advertising program within the Sabre travel marketplace.

“Innovative hoteliers like Accor are constantly evaluating ways to most effectively reach travel agents and travelers,” said Carlo Olejniczak, senior vice president, Global Sales for Accor.  “The Sabre travel marketplace is an important part of our sales and distribution strategy, and Sabre has consistently delivered value and creative ideas to help accelerate our growth.”David Gross, senior vice president of Supplier Commerce at Sabre, said: “Accor hotels’ brands are constantly reinventing their concept to satisfy the needs and expectations of business and leisure customers alike, and Sabre is proud to showcase Accor’s content in the Sabre travel marketplace.

“Sabre® is a leading technology provider to the global travel and tourism industry. Sabre’s software, data, mobile and distribution solutions are used by hundreds of airlines and thousands of hotel properties to manage critical operations, such as passenger and guest reservations, revenue management, and flight, network and crew management. Sabre also operates a leading global travel marketplace, processing over $100 billion of estimated travel spend in 2013 by connecting travel suppliers to their most valued customers, the business traveler.  Headquartered in Southlake, Texas, USA, Sabre operates offices in approximately 60 countries around the world.

via Sabre Renews Technology Agreement with Accor Hotels – MarketWatch.

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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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What are the top 5 B2B marketing trends in tourism? – eTurboNews.com

May 19, 2014

bwbPARIS, France – On the day before the opening of IMEX Frankfurt, one of the biggest trade shows for the international meetings, incentive travel and events industry, TextMaster shares insight on the top five B2B marketing trends that have an impact on tourism brands.

In 2014, businesses need to look at what they are communicating to customers, but also how. According to Thibault Lougnon, CEO of TextMaster, there are five key factors that will shape B2B marketing this year.

Is there a difference in the type of content that resonates with B2C and B2B audiences?

THIBAULT LOUGNON: These two types of customers are like apples and oranges; in B2B, the goal of published content is to help the audience on a professional level. That is why webinars, white papers, case studies and blog articles are the most effective content for reaching this type of customer.

How can content marketing be integrated into the rest of the business?

LOUGNON: Technology has become a crucial component in B2B marketing in the tourism sector. Publishing platforms can be integrated with CRM systems and measurement tools, making it possible to obtain qualified leads and measure engagement.

How should businesses adapt their marketing strategies?

LOUGNON: B2B content, such as white papers, are an investment that take time and money to create. It’s important to have a clear strategy so that resources are used efficiently and a social strategy for getting the most exposure out of each published piece.

Mobile has had an impact on B2C marketing, but has it affected the B2B sector?

LOUGNON: B2B customers in the travel sector are doing just that – travelling. They’re accessing information through mobile devices, meaning that it is crucial that all web content is optimized for mobile viewing.

How has global content marketing evolved?

LOUGNON: We’re seeing businesses go beyond replicating their content in different languages to creating unique content that is relevant to each geographic market.

via What are the top 5 B2B marketing trends in tourism? – eTurboNews.com.

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WIT – WEB IN TRAVEL : Facebook money-grab will boost rise in “owned” online media in travel industry

Posted on 12 May 2014 

DislikeTravel industry marketers need to be aware of the alarming changes underway at Facebook as it limits organic distribution in favour of paid-for posts, cautions Bronwyn White (pictured below left), co-founder of MyTravelResearch, a market research and marketing firm specialising in the travel, tourism and aviation industries.

“Due to changes at Facebook less than 4% of your company’s fans are now likely to see your company’s news and updates on Facebook. The change in strategy means that Facebook is diminishing your organic reach in favour of paid advertising. It is therefore time for tourism promotion bodies to start building their own online assets — and not acting as tenants without rights on Facebook,” she said.

“What many in the travel industry did not understand was that we were effectively acting as a tenant on rented space not a freeholder. The landlord could come along at anytime and increase the rent or start charging you for amenities. And if you can’t afford the increase, you might have to move out, use less space or have fewer amenities.”

White said that at first, entry costs were low (or non-existent) for social media and impact was high. Facebook provided an easy and quick way to build a tourism brand and a following online. With tourism being a cash-poor sector, this social platform was a panacea. But with posts now reaching as few as 4% of a company’s Facebook fans it wad  time for tourism entities to diversify away from it. and build an online presence that tourism bodies own and fully control.

White gave four recommendations for destinations and tourism companies to achieve that:

Create an awesome, informative website or blog with  images, videos, and the right tone of voice. Make sure it breathes your brand, which means knowing what your brand is and stands for.

Create content that helps customers at every stage on the path to purchase, from providing a trigger to travel to somewhere they can share feedback everywhere

Make it easy for customers and potential customers to book on your website. According to Tourism Research Australia, less than half of tourism businesses can do instant confirmation bookings on their websites while 10% do not even take email requests via their websites.

Create your own database that you own and control where you can communicate with your list.

She said social media platforms like Facebook, Twitter and Google+ still have a role to

Facebook logo Español: Logotipo de Facebook Fr...

Logo Facebook (Photo credit: Wikipedia)

play in promoting a company’s blogs and videos. However, it is not advisable to build your entire marketing strategy on a platform that can suddenly be beyond your financial reach. There are free or cheap alternatives to Facebook, such as Google+, Twitter, Instagram and Pinterest.

“It is time to move out of your rented space, get your own place and focus on building your own online real estate portfolio. Once you have done that, add to it on a regular basis, renovate occasionally to freshen up and regularly promote your hard work.”

via WIT – WEB IN TRAVEL : Facebook money-grab will boost rise in “owned” online media in travel industry.

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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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Amadeus to Showcase connected, personalised and sustainable travel solutions at ATM 2014 |

Tuesday, April 22 – 2014 @ 09:34

Amadeus-182x212Amadeus, a technology partner for the global travel industry, has announced its 13th consecutive annual participation at Arabian Travel Market (ATM), the Middle East’s premium travel and tourism exhibition. ATM 2014 is set to run from 5 – 8 May at the Dubai International Convention and Exhibition Centre.

Amadeus’ new corporate branding and identity, ‘Let’s shape the future of travel’ will be on spectacular display at ATM 2014. Amadeus will additionally leverage its presence at the region’s definitive travel exhibition to establish effective collaborations with customers and partners towards positively and sustainably impacting the travel landscape.

Exhibiting at stand TT6020 in the Technology Hall at ATM 2014, Amadeus will introduce visitors to its latest range of travel technology products and solutions aimed at empowering travel partners to ‘Connect, Serve and Manage’ their business. In addition, the travel-technology expert will highlight solutions designed to meet the demands of the next generation traveller, a key focus area for the industry today.

The solutions include enhancements to its market leading mobile platforms and technological solutions that enable travel agents to go online and corporations to provide self-service travel tools. Amadeus’ new traveller alert technologies will also be on display along with a Social Media Suite that enables travel agencies to engage more actively with their customers.

Antoine Medawar, Vice President, Middle East and North Africa, Amadeus, said: “To the amadeus new logo on bluenext generation traveller, connectivity, personalisation and sustainability are paramount, and as service providers in an end-user driven industry, we need to be geared to meet these demands. Amadeus has been working relentlessly over the years to observe, understand and anticipate the changing end-user dynamics that directly impact travel trends.

“Our research has enabled us to design comprehensive solutions that equip the industry to serve their customers in a mutually satisfying and sustainable manner. ATM 2014 provides the ideal opportunity for Amadeus to showcase our portfolio of avant garde travel technology solutions that enable our customers to stay well ahead of the competition in an increasingly dynamic trade environment.”

Amadeus will host a press conference on Day 2 of ATM – Tuesday, 6 May – to highlight its Travel Intelligence and Big Data Tools. Given the relevance of market intelligence for all types of travel agents, Amadeus will demonstrate the integration of its leading Big Data technologies into the travel agency environment for improved decision making and productivity. Senior company executives will also share significant travel trends with the media.

As part of its participation at ATM 2014, Amadeus will also conduct two seminars on 6 and 7 May, gathering customers, travel industry players as well as the media. Headlined ‘Big Data and Advertising’, the first seminar will focus on ways to leverage Big Data to rapidly obtain market insights, and subsequently optimise promotional spending by utilising all available platforms.

The second seminar, ‘The Future of Online Travel in MENA’, will provide an overview of the online travel landscape in the MENA region, and share insights gained via Amadeus’ new travel intelligence tool. Visitors to the Amadeus stall at ATM 2014 will also receive a sneak-peek of Amadeus’ soon-to-be published research paper ‘The Future of Travel in the GCC’.

An event with high regional relevance, Arabian Travel Market 2013 witnessed a participation of more than 8,473 exhibitors and over 21,000 visitors, 77% of them from the GCC countries. ATM 2014 will serve as a perfect platform for Amadeus to reinforce its position as a leader in the global and regional travel market with the purpose of shaping the future of travel.

Contact:

Tara Basrur

APCO Worldwide

+971 4 369 2831

Anushka Kadam

APCO Worldwide

+971 4 361 5435

via Amadeus to Showcase connected, personalised and sustainable travel solutions at ATM 2014 |.

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