Adobe boosts its travel marketing business by about 50% in a year – Tnooz

If Adobe’s name still brings to mind design software like Photoshop and InDesign, the company wants you to think again. Thousands of companies, including two-thirds of Fortune 50 companies, are using one of its three main cloud computing businesses, the Adobe Marketing Cloud, to help handle more than 30 trillion transactions a year. Many of those companies are travel brands, from small budget airlines, such as Eurowings, to large hotel chains, like the MGM Grand in Las Vegas.Adobe has been warming to the travel and hospitality sector.

In late 2014, it created a specific group to focus on it and put Mohammad Gaber in charge. In the past year, the company has roughly grown its travel and hospitality by about half, Gaber said in an interview.

Last October’s deal in which Adobe Marketing signed Etihad Airways was emblematic.

The big-spending airline will tap Adobe’s digital marketing capabilities across direct sales, loyalty, social media and other areas of its businesses, such as cargo.

Gaber said that travel marketing departments are failing to capture full value today. There is a lot of talk of personalization, but many businesses aren’t laying the foundations of data, assets, and delivery needed for success. He added:

“The ability to create, manage, and deliver text, images, and video is often overlooked, as is the proper integration and process change management needed.”Gaber said an ideal scenario for implementing a personalization program is to bring together a coordinated team that has people from various siloed parts of the marketing business, such as a data analyst, an IT expert, a creative professional, sales rep, and the marketers.

A coordinated effort is needed to have as much of a 360-degree look at information as possible. He said marketers shouldn’t be afraid of the “geek speak” of the tech guys and the data analysts. Based on his conversations with clients, Gaber’s vision of where travel marketing is headed emphasizes personalized, chat-style interactions with customers. Eventually travel brands may get to a point where, after a customer books a trip, they’ll be following up on customer service and up-sells via a text-messaging-style platform like Facebook Messenger or WhatsApp.

To anticipate the open-ended direction of marketing, Adobe’s goal is to have an “open” platform. Some industry critics say that that effort remains a work-in-progress. Gaber responded by mentioning several examples of Adobe’s tools “playing nicely” with third-party systems. He said that its behavioural analytics tool integrates well with many content management systems. To provide localization, Adobe also synchs up with major digital translation vendors via an open API, with server-to-server integration.

Source: Adobe boosts its travel marketing business by about 50% in a year – Tnooz

International tourist arrivals up 4% reach a record 1.2 billion in 2015

International tourist arrivals grew by 4.4% in 2015 to reach a total of 1,184 million in 2015, according to the latest UNWTO World Tourism Barometer. Some 50 million more tourists (overnight visitors) travelled to international destinations around the world last year as compared to 2014. 

2015 marks the 6th consecutive year of above-average growth, with international arrivals increasing by 4% or more every year since the post-crisis year of 2010.

“International tourism reached new heights in 2015. The robust performance of the sector is contributing to economic growth and job creation in many parts of the world. It is thus critical for countries to promote policies that foster the continued growth of tourism, including travel facilitation, human resources development and sustainability” said UNWTO Secretary-General, Taleb Rifai.

Demand was strong overall, though with mixed results across individual destinations due to unusually strong exchange rate fluctuations, the drop in oil prices and other commodities which increased disposable income in importing countries but weakened demand in exporters, as well as increased safety and security concerns.

“2015 results were influenced by exchange rates, oil prices and natural and manmade crises in many parts of the world. As the current environment highlights in a particular manner the issues of safety and security, we should recall that tourism development greatly depends upon our collective capacity to promote safe, secure and seamless travel. In this respect, UNWTO urges governments to include tourism administrations in their national security planning, structures and procedures, not only to ensure that the sector’s exposure to threats is minimised but also to maximise the sector’s ability to support security and facilitation, as seamless and safe travel can and should go hand in hand”, added Mr Rifai.

Growth in advanced economy destinations (+5%) exceeded that of emerging economies (+4%), boosted by the solid results of Europe (+5%).

By region, Europe, the Americas and Asia and the Pacific all recorded around 5% growth in 2015. Arrivals to the Middle East increased by 3% while in Africa, limited data available, points to an estimated 3% decrease, mostly due to weak results in North Africa, which accounts for over one third of arrivals in the region.


Positive prospects for 2016

Results from the UNWTO Confidence Index remain largely positive for 2016, though at a slightly lower level as compared to  the previous two years. Based on the current trend and this outlook, UNWTO projects international tourist arrivals to grow by 4% worldwide in 2016.

By region, growth is expected to be stronger in Asia and the Pacific (+4% to +5%) and the Americas (+4% to +5%), followed by Europe (+3.5% to +4.5%). The projections for Africa (+2% to 5%) and the Middle East (+2% to +5%) are positive, though with a larger degree of uncertainty and volatility.

2015 Regional Results

Europe (+5%) led growth in absolute and relative terms supported by a weaker euro vis-à-vis the US dollar and other main currencies. Arrivals reached 609 million, or 29 million more than in 2014. Central and Eastern Europe (+6%) rebounded from last year’s decrease in arrivals. Northern Europe (+6%), Southern Mediterranean Europe (+5%) and Western Europe (+4%) also recorded sound results, especially considering the many mature destinations they comprise.

Asia and the Pacific (+5%) recorded 13 million more international tourist arrivals last year to reach 277 million, with uneven results across destinations. Oceania (+7%) and South-East Asia (+5%) led growth, while South Asia and in North-East Asia recorded an increase of 4%.

International tourist arrivals in the Americas (+5%) grew 9 million to reach 191 million, consolidating the strong results of 2014. The appreciation of the US dollar stimulated outbound travel from the United States, benefiting the Caribbean and Central America, both recording 7% growth. Results in South America and North America (both at +4%) were close to the average.

International tourist arrivals in the Middle East grew by an estimated 3% to a total of 54 million, consolidating the recovery initiated in 2014.

Limited available data for Africa points to a 3% decrease in international arrivals, reaching a total of 53 million. In North Africa arrivals declined by 8% and in Sub-Saharan Africa by 1%, though the latter returned to positive growth in the second half of the year. (Results for both Africa and Middle East should be read with caution as it is based on limited available data)

China, the USA and the UK lead outbound travel growth in 2015

A few leading source markets have driven tourism expenditure in 2015 supported by a strong currency and economy.

Among the world’s top source markets, China, with double-digit growth in expenditure every year since 2004, continues to lead global outbound travel, benefitting Asian destinations such as Japan and Thailand, as well as the United States and various European destinations.

By contrast, expenditure from the previously very dynamic source markets of the Russian Federation and Brazil declined significantly, reflecting the economic constraints in both countries and the depreciation of the rouble and the real against virtually all other currencies.

As for the traditional advanced economy source markets, expenditure from the United States (+9%), the world’s second largest source market, and the United Kingdom (+6%) was boosted by a strong currency and rebounding economy. Spending from Germany, Italy and Australia grew at a slower rate (all at +2%), while demand from Canada and France was rather weak.


The Travel Marketing Store wishes you a very Merry Christmas and offers a gift of a free Skift report

We are delighted, with our partner, Skift, to offer all our readers a gift in this festive season.

The Travel Marketing Store has partnered with travel intelligence company, Skift, to offer our readers exclusive access to a report that covers The Rise of Location Data in Travel. For a limited time, receive complimentary access to a 25+ page analysis ($245 value).

Get Your Free Report


This report investigates tactics that destination marketers are testing to use the wealth of location data in new ways to attract, assist and understand their target customers.  The techniques range from new tools to feature and promote local businesses, new opportunities to use location-tagged content to understand traveller behaviour, marketing campaigns using location-aware social media sites and new ways to use features of the ever-popular Google Maps interface.

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Source: View as a webpage : get there for less


The Travel Marketing Store has started a new project to assist destinations to more effectively market stopovers.  For leisure or even business travellers significant savings can be made by flying indirectly to a destination and if planned well can create an additional vacation or business opportunity. brings together three leading affiliate marketing programmes with Dohop, the flight meta search engine, and GetYourGuide for destination activities.

On one site and with partner links you can plan and book cost effective stop over trips. Finally Joins Major Hotel Chains in Book on TripAdvisor – Skift

Trip Advisor

“A Skift take”’s participation in Book on TripAdvisor is a major win for TripAdvisor, which launched its Instant Booking product a couple of years ago and was slow to get hotels, and especially big online travel agencies to join. The U.S. Justice Department was correct, during the Expedia-Orbitz merger review, to see TripAdvisor Instant Booking as an emerging player to heighten competition.

By Dennis Schaal: Skift

Source & Read more: Finally Joins Major Hotel Chains in Book on TripAdvisor – Skift

3 Marketing Lessons From The Top Travel Brand Videos On Social

Digital video is taking off as a marketing tool, and brands are using it in more and more creative ways on social media. For travel brands – which can benefit from showcasing the visual elements of the experiences they offer – it’s especially important to have a strong video strategy.

Source: 3 Marketing Lessons From The Top Travel Brand Videos On Social 08/31/2015

Digital video is taking off as a marketing tool, and brands are using it in more and more creative ways on social media. For travel brands — which can benefit from showcasing the visual elements of the experiences they offer — it’s especially important to have a strong video strategy.

We researched the videos travel brands posted to Facebook that received the most likes, comments, and shares so far in 2015. A few clear themes emerged over and over again, giving us some insight into what makes an engaging travel video. Here are the creative marketing lessons we learned from the most engaging videos.

Tap into experiences everyone values

In the beginning of the year, Singapore Airlines created a video around something everyone can relate to: New Year’s resolutions. The footage takes a look at different groups of people and their resolutions that relate to travel. (For example, one man wants to take his family on their first family vacation ever, one woman wanted to take a solo trip, and so on). Singapore Airlines paid for their trips and documented their experiences. Much of the footage was filmed using GoPro-type devices, which gives the video a more personal vibe.

The video works especially well because it’s about something that’s consistent with an airlines brand. New Year’s resolutions are a common experience for people and travel is often a part of them. Singapore Airlines was clear about their involvement in each group’s trip, which works well because people value transparency. The video received roughly 105,000 interactions and 218,000 views. (That’s nearly one interaction for every two views.) It’s the fourth most-engaging video from a travel brand so far this year.

Give your audience an inside scoop

In February, KLM released a video demonstrating how autopilot on planes works. It gives viewers an inside look into the cockpit and the procedure of flying from the pilot’s perspective — all the way from takeoff to landing. The video got shared on Facebook nearly 30,000 times and was viewed over 2.2 million times. It’s the eighth most-engaging travel video this year.

The reason this video works so well is that it taps into an area of people’s imagination. Fans love to get the inside scoop into what’s going on, and they appreciate feeling like they get to access something that had been inaccessible before. That’s one of the reasons why, for example, the McDonald’s video earlier this year showing how their fries are made got a lot of attention.

Overproduction isn’t always necessary

Not every video needs the planning and precision of a full-length feature film. Social is a great place to share real things that are happening. When overproduction happens, brands can often appear ingenuine and out of touch. Sometimes, the best videos can come out of filming real people experiencing real things.

In June, Virgin Atlantic uploaded a video of a surprise they gave passengers on a Detroit flight: Richard Branson and the Virgin Atlantic team arranged for the cast of Motown the Musical to perform in the aisles in celebration of the airline’s new Detroit service. The light-hearted video gives us a glimpse into the performance and the reactions of the passengers.

It’s clear this surprise was enjoyed by more than just the passengers on the flight; it received over 86,000 interactions and was viewed almost four million times. It ranks seventh on the list of top engaging travel videos on Facebook this year.

Perhaps the best feature of a strong video strategy is being dynamic. Travel brands can approach online video in many different ways. They have a huge opportunity to showcase visual content since it’s so closely tied to their industry. It’s important for travel brands to keep exploring to figure out which ideas are a hit and which are a miss, and they should continue to test out videos on social in new ways to continue connecting with their audiences. In order to succeed in the eyes of consumers, they must be willing to explore meaningful experiences and share openly with their audiences.

Easyjet launches major brand campaign to celebrate 20th birthday | Marketing Magazine

Easyjet is turning 20 and, speaking exclusively to Marketing about the launch campaign, marketing lead Peter Duffy said it wanted to showcase people’s own travel journey over the years towards what it now calls ‘Generation Easyjet’.

Source: Easyjet launches major brand campaign to celebrate 20th birthday | Marketing Magazine

Easyjet is turning 20 and, speaking exclusively to Marketing about the launch campaign, marketing lead Peter Duffy said it wanted to showcase people’s own travel journey over the years towards what it now calls ‘Generation Easyjet’.

Affordable travel as an enabler to let people do things they want to do is as relevant now as it was 20 years ago

In our need to quantify, catalogue, remember and reminisce, it feels as though there is always a birthday to celebrate or a special day to congratulate. Indeed, Ebay and the are both apparently celebrating their 20th year this year. But few can really claim a stake in behaviour change and, according to Peter Duffy, group commercial director of customer, product and marketing at Easyjet, that’s just what Easyjet are setting out to do in its birthday campaign.

According to Duffy, the brand started by asking customers whether there was any relevancy in celebrating. “We did research with customers to ask ‘was it even relevant to talk about our birthday or do self congratulatory work?’ What we found is that consumers really recognised the journey as a metaphor for their own travel journey.”

“They realised that there was a time before when travel was expensive and it was hard to get to the places you can get to today. What it’s done is changed the way we travel for anyone that uses Europe. You can now decide to drop into Nice or Budapest or Moscow, or even Leeds,  Edinburgh or Manchester,” he adds.

With a thumbs up from the customer, Easyjet is today launching a TV-led but multi channel brand campaign that aims to shine a light on people’s own travel journeys. Central to the messaging is the fact that, despite such a journey over the 20 years, the company still offers some flights for its original £29.99 price.

The birthday falls on 10th November and the company will host special events in key locations on that day, with a TV ad and digital work by VCCP promoting its landmark age launching from today.

If ever there was an inclusive brand, it’s us

The focal part of the social media activity will be asking customers to send in “iconic” images from their Easyjet travels over the years, which the company will print onto an Easyjet plane. It will also be running a curation-led content marketing effort by creating ‘top 20’ lists and guides for customers.

Duffy says that while he’s calling the campaign TV-led, he is keen to reiterate that video content is consumed by customers on the platforms they prefer. “When I think TV, I mean video content and people will receive that on whatever device they choose. Of course we’ll also [promote around] the Rugby World Cup and use digital to involve customers. If ever there was an inclusive brand, it’s us.”

But while Easyjet may have helped pioneer us towards a more mobile, travel-savvy nation or turned us into ‘Generation Easyjet’, the competition 20 years on is fierce.

“What’s interesting is that things are similar and some are different. Affordable travel as an enabler to let people do things they want to do is as relevant now as it was 20 years ago. It’s the industry that has shifted towards this way of doing things,” he says.

To stay relevant as a brand for the next 20 years, when the market will only get more competitive, Duffy says, “Consumers will decide with their feet. It will be a combination of being in leading airports, in the city and at affordable prices with great service. Our crew is famous for its attitude and that is our competitive advantage.”

New global retail study reveals consumer demand for new ways to pay

The world’s first retail focussed social listening study by MasterCard, highlights consumers desire for retailers to adopt new payment technologies

Source: New global retail study reveals consumer demand for new ways to pay

Shoppers around the world are demanding their retail experience is transformed, a study by MasterCard has revealed on the eve of this year’s World Retail Congress. Retailers are under increasing pressure to adopt new payment technologies, as shoppers demand simpler and more innovative ways to pay, MasterCard’s first Retail Social Listening Study has uncovered.

In a world first, the MasterCard study in partnership with PRIME Research, analysed 1.6 million unprompted online conversations around shopping and retail, across 61 markets in order to understand consumer experience over the last 12 months.

The global social listening study identified some of the key trends within the shopping and retail space, in order to provide retailers with stronger insights and understanding of their audience. Key findings from the study indicated retailers are experiencing a shift in consumer expectations, requiring new and richer experiences, which will enable consumers around the world to shop at the ‘speed of life’.

Key findings identified from the MasterCard Retail Social Listening Study include:

  • Convenience through technology innovations: New payment innovations and launches into the payments market stirred up the most conversation, the study found. The emergence of new digital payments lead to the most positive conversations around convenience (77%) with the travel sector leading the way in terms of the highest share of coverage. Consumers specifically highlighted their preference for not necessarily needing to take their wallet on every trip and being able to use mobile payments when they travel.
  • Being rewarded: Rewards and benefits for the consumer was the most vociferously and positively discussed topic across social media when it came to shopping and retail. Entertainment was the sector leading the way, where rewards & benefits was most discussed. Consumers expressed eagerness for further acceptance of NFC payments allowing them to receive rewards for using them regularly, such as with MasterCard’s Fare Free Friday’s in London.
  • Demand for increased acceptance: After rewards and benefits, consumer discussion of which retailers do and do not accept newer forms of payment was the second most discussed topic according to the study. Consumers discussed extensively their desire for retailers to integrate new payment systems, with conversations about fashion being most prominent in terms of sector. Fashion focussed shoppers were the most keen to shout about retailers who accept new methods of payment, such as NFC acceptance and mobile payment capabilities.

In addition, Twitter was highlighted as the globally biggest social media platform when it came to online conversations about retail and shopping.

Carlos Menendez, Executive Director for International Markets at MasterCard said;

“The wave of social engagement we see every time new payment innovations are rolled out truly reflects the demand and desire for new and more convenient ways to pay. It also shows that payments have really moved into the heart of the shopping experience – causing frustration when not accepted and engagement when fast, easy and personal.”

The Travel Marketing Store On Tour In Iran

Over the last few days Duncan from The Travel Marketing Store has been taking part in a four city conference tour on Digital Marketing in Tourism in Iran.  So far it has been difficult to get the time for him to report on the tripImam Reza Holy Mosque simply because the itinerary has been so packed.

Today he visited the Holy Shrine of the Iman Reza which is located in the largest Mosque in the world in Mashat.  Duncan stated “It was truly an incredible experience and we were overwhelmed by the hospitality and welcome that we received”.   The Mosque and shrine is visited by over 25 million pilgrims a year.

Duncan addImam Reza Holy Mosqueed, “It is clear after visiting Mashat and Tehran that the country is certainly excited about the lifting of sanctions and the potential to re-build its tourism economy which according to the WTTC was 25% of GDP.  Today it is only 2%.  Iran represents a significant opportunity for tourism development and inward investment in the infrastructure to make it happen.  It is a great privilege to be here so soon as the market re-opens and to build new friendships and business links”.

Last year very few Visas were issued to United Kingdom citizens but this is set to change with an agreement to mutually re-open consulates. The conference tour continues tomorrow in Tabriz.

More details of Duncan’s trip will follow in our blog.