Travel trade leads the way in ‘moment’ marketing

The travel industry is leading the way in the new marketing buzzword, ‘moment’ marketing, according to research.

A recent Warc and Deloitte 2016 Toolkit highlighted ‘moment’ marketing – where data and technology are used to identify brief marketing opportunities – as the number one trend for next year.

And moment marketing firm TVTY claims the travel sector is already using the most sophisticated ‘moment’ marketing strategies.

Online ‘moment’ marketing campaigns are triggered by offline events including sport, TV programmes, adverts, financial events and the weather.  TVTY says it’s about connecting with people at the key moment when they reach for their phone or laptop or use social media.

Its research found that 64% of digital marketers in the travel industry were going to allocate more budget to moment marketing in 2016.It also found 29% use both their own TV and competitor’s advertising to trigger campaigns and 43% use travel metrics (such as public transport delays) to launch ‘moment’ digital campaigns.

Antoine de Kermel, UK MD of  TVTY, said: “Travel is a highly competitive space online. There is a lot of innovation in digital marketing, and travel has been an early adopter of moment marketing. We see travel marketers using a lot of triggers to target consumers, but, as you might expect, weather is a very popular trigger.

“People are much more likely to book a getaway when the weather suddenly turns bad, or when another transport delay drives commuters to pack their bags for a carefree week in Barbados.”

An interesting trend we’re seeing, specifically from travel companies, is a desire to use new sources of data – like flight delays – as a trigger for digital campaigns. For example, a popular airline might want to launch a campaign, which highlights its own punctuality whenever its nearest competitor is facing delays.”

You can access their latest white paper here.

Source: Travel trade leads the way in ‘moment’ marketing

Travel and hospitality companies have made good progress in the journey to digital maturity – new report | Econsultancy

More than a third (35%) of travel and hospitality organizations classify themselves as ‘digital disruptors’, and a further 48% describe their organizations as ‘fast followers’, according to research published today by Econsultancy and Adobe.

Additionally, over two-fifths (43%) of companies in this sector say they have a ‘central, integrated function dedicated to digital transformation’.

A global survey of nearly 200 senior digital marketing and e-commerce executives working for companies in the travel and hospitality sector found that the rise of digital-only companies and the sharing economy are top of mind when it comes to competitive and environmental pressures, and are important factors in driving companies to optimize and sometimes redefine their proposition and services.

The Digital Trends in the Travel and Hospitality Sector report also found that companies in this sector have really grasped the importance of mobile and are more focused on this business imperative than their counterparts in other industries, placing mobile at the heart of the customer journey.

Two in five (41%) companies agree that they are ‘mobile-first’, and almost two-thirds (63%) say that they have budget specifically allocated to mobile experimentation over the next 12 months.

The research has also revealed that the vast majority (82%) of companies are attempting to build a 360-degree view of customers in order to communicate to them more effectively. Three-quarters of responding companies (75%) say they have a data analytics strategy, but a significant proportion of these say (44%) that this strategy isn’t multichannel.

According to Mohammad Gaber, Head of Industry Strategy & Marketing, Travel & Hospitality at Adobe:

“The results of this research point to a technology, cultural, people and process transformation that is occurring in this sector. With focused integrated transformation functions, increasingly mobile-first posture and formalized data analytics strategies, it’s clear that progress is being made.

“However, significant opportunities remain, including a greater omnichannel data view, enhanced collaboration across marketing / technology teams and, importantly, the delivery of multichannel personalization.

”Other key findings include:

  • ‘Customer experience’ is the area where companies are most likely to be focused in the context of developing their digital capabilities over the next 12 months.-) More than a third (38%) of responding organizations say they are committed to the use of digital at their physical locations while a further 26% say they have carried out pilots.
  • Although virtually all companies claim to be doing some kind of personalization, only 30% say they are carrying out multichannel personalization based on digital and offline data.
  • Just under two-thirds (64%) of organizations say that their own data (first-party) is very effective for helping them to drive return on investment from marketing activities.
  • Social media platforms are the technology area where companies are most likely to be prioritizing investment over the next 12 months.

To get this report:

Source: Travel and hospitality companies have made good progress in the journey to digital maturity – new report | Econsultancy

How the travel industry has adapted to content marketing | theEword

The travel and tourism industry has seen a complete digital revolution over the last ten years. Long gone are the days of flicking through mountains of travel brochures to book your summer trip. Most consumers are now online-savvy and are not afraid of hunting for a bargain, which has forced the market to up its digital game.

But it’s not all bad news: to help combat this fundamental change to the way the market operates, the travel industry has changed its focus from aspirational to inspirational, and its content marketing is leading this transformation.

But what does great travel content marketing do and how can your business achieve it? We’ve pulled together some great examples of inspirational digital campaigns to help you see how it can be successful.

Capitalise on your positive reviews

TripAdvisor is seen as a necessary evil by most travel companies: with no control over content on the site, they feel somewhat held at its mercy.

The Puerto Rico Tourism Company took a different approach to their TripAdvisor presence and decided to use their five-star reviews to create original videos that relayed exactly what the visitors had written.

Why did it work?

The stunning videos brought to life the words on the screen, turning the reviewers into screenwriters and their written experiences into colours, images and movement. The videos featured on the Puerto Rico Tourism Company’s TripAdvisor page allowed users to witness real-life experiences.

The fact that the reviews were from previous holidaymakers helped to build trust with their audience, both on site and on TripAdvisor itself.

Face your challenges head-on

Norway has one problem when it comes to summer holidays: rain – and lots of it.

Instead of masking the inclement weather, Norwegian airline Widerøe decided to embrace it in a fantastic content marketing campaign – “a summer without rain.

The airline challenged two travel bloggers to explore the country for 20 days without experiencing a single drop of rain. The boys blogged their experiences and uploaded all their activity to the Widerøe social channels.This allowed their audience a real-time view of where the boys were and an up-to-the-minute update of the dreaded weather. These channels also gave followers the chance to directly communicate with the boys and even help them with their challenge.

Why did it work?

Most travel companies attempt to gloss over the less glamorous parts of their holiday experience. Widerøe, on the other hand, decided to go against this rule and tackle their major challenge head-on. The result was a tongue-in-cheek adventure that poked fun at Norway’s flaws whilst simultaneously highlighting the most beautiful parts of the country and all it has to offer – all in brilliant sunshine.

Tap into your audience’s emotions

Matt Harding has become ‘internet famous’ for his wonderful videos in which he dances badly all over the world. The simple five-minute YouTube clips show Matt dance in front of famous monuments, in towns and villages with locals, and even underwater.

The United States Tour Operators Association asked Matt to challenge them, stating they could send him anywhere. The result is one of Matt’s classic videos, but each one highlights different tour operators they work with.

Why did it work?

The last couple of years have seen an increase of travel alerts, deterring people from travelling to exotic destinations and causing damage to the travel industry. USTOA used this video to help the audience tap into the human element of travelling the world and experiencing different cultures without fear.

Matt says his experiences have taught him that “the world is a lot safer and friendlier than it seems on TV”. This short social-friendly video has gained over 500,000 views on YouTube, and has made it into Matt’s top video list on his own YouTube channel.

Understanding your audience’s motivations:  Whether it’s a British break, a two-week holiday, or a backpacking across a different continent, holidays let us break away from our everyday lives and allow ourselves to relax.

Great travel content marketing needs to appeal to that feeling of freedom we experience when we go on holiday – it should tap into our emotions and feed our sense of adventure.

Source: How the travel industry has adapted to content marketing | theEword

One Image Tells You Exactly How Millennials And Centennials Travel

With millennials on average spending more than any other generation on travel, visual search, insights, rights management and publishing solutions provider Chute recently conducted a survey in an effort to illuminate the generation’s travel habits.

Chute surveyed 200 millennials (aged 18-34) and centennials (aged 13-17) about what inspires their travel as well as how they share and consume travel-related content.

While unsurprisingly, social media is the No. 1 source of travel inspiration for millennials, more than half of surveyed centennials indicated that in-person recommendations were their top source. Based on Chute’s survey, millennials also rely more heavily on destination websites, travel agents and print media for inspiration, whereas centennials get more inspiration from travel television ads.

When it comes to consuming travel content, both generations can agree on social media, with Instagram, Facebook and YouTube leading the way. Keep in mind that centennials tend to prefer Instagram to Facebook, and vice versa for millennials.Pinterest, Snapchat, Tumblr and Twitter are also popular means of consumption.

As expected given their travel-related content consumption habits, Instagram has emerged as the preferred sharing method for centennials, with 45 percent indicating they are most likely to share through the photo-based social networking service.Meanwhile, 63 percent of millennials said they are most likely to share their travel experiences on Facebook.

Interestingly, while centennials are slightly more likely to share their travel experiences after their trip than millennials, the latter generation is more likely to share during their trip.

“This study indicates how they [millennials] choose where to travel is very different than previous generations and many standard marketing approaches will fall flat,” said Chute co-founder and CEO Ranvir Gujral in a statement. “Destinations that wish to reach these travelers must adjust their marketing strategies to include a strong social component and work to understand both the content and platforms most important to them in order to be successful in the near and long term.”The following infographic courtesy of Chute provides additional insight.

Source: One Image Tells You Exactly How Millennials And Centennials Travel | TravelPulse

www.flyvia.com : get there for less

flyvialogojpeg

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.

flyvia.com brings together three leading affiliate marketing programmes with Dohop, the flight meta search engine, Booking.com and GetYourGuide for destination activities.

On one site and with partner links you can plan and book cost effective stop over trips.

Travel industry mobile sales boom nears $100bn – Computer Business Review

Mobile transactions accounted for 12.5 percent of total travel sales in 2014.

According to Euromonitor’s WTM Global Trends Report 2015 report for the travel industry, a total of $96 billion of travel sales were conducted on mobile globally in the year.

Western Europe had the highest spend on travel through mobile, with around $33-34 billion of sales on mobile in 2014.

This was ahead of North America’s total at around $30-31 billion, and Asia-Pacific at around $20 billion.

Euromonitor forecast that mobile sales would see 22 percent compound annual growth between 2014 and 2019.

The future would also see a growth in personalised services.

“A gradual shift to one-to-one marketing in travel will be evident, with each consumer treated in a different way in terms of the overall marketing mix including pricing,” the report reads.

“Beacon technology is expected to take off in the next few years as a powerful tool to provide personalised experiences to consumers on the go.”

Download the report

Source: Travel industry mobile sales boom nears $100bn – Computer Business Review

Let’s get personal: Smart technology redefines tailor-made travel – eTurboNews.com

Smart technology is transforming the tourism industry with personalized services that suggest richer and more enjoyable experiences suited to a traveler’s individual preferences, reveals the WTM Global Trends Report 2015, in association with Euromonitor International released at World Travel Market London.

Using mobile technology and big data analytics, companies are now able to suggest interesting activities for travelers at their location, reveals the report, which is celebrating its 10th anniversary at WTM London 2015.wtm png

For example, the TripAdvisor Apple Watch app can send a push notification at lunchtime with information about the highest-rated restaurant nearby. The next step will be tailoring the service to travelers’ personal tastes.  Google Now is aiming to proactively bring consumers information before they ask, based on their past behavior, with geo-localization keeping suggestions locally relevant. The key lies in providing “context-aware information in the moment that matters”, according to Google UK Sales Director, Bernd Fauser.

OTAs such as Booking.com and Expedia, are currently working on customers’ preferences to increase booking conversions, and they will move to personalized mobile services next.  World Travel Market, Senior Director, Simon Press said: “The opportunities that smart technology offers travel companies are endless and we have only scratched the surface.  It won’t be long before personalized suggestions – created from cross-checking consumers’ preferences and current location with online inventories of local travel services and activities – will become the norm.“

Euromonitor International, Head of Travel, Caroline Bremner said: “Companies now have the possibility to collect a wealth of information about consumers that was previously unavailable to them – usually referred to as big data – and this is leading to offers of more personalized experiences.“A gradual shift to one-to-one marketing in travel will be evident, with each consumer treated in a different way in terms of the overall marketing mix including pricing.”

Mobile travel sales reached US$96 billion in 2014, accounting for 12.5% of global on-line travel sales, according to Euromonitor International. They are forecast to record a strong compound annual growth of 22% over the period 2014-2019.

Download the report

Source: Let’s get personal: Smart technology redefines tailor-made travel – eTurboNews.com

Drones tipped as travel marketing essential – www.travelweekly.co.uk

Suppliers, operators and agents in the luxury travel sector have been urged to update their visual offerings to clients by embracing drone technology.

Speaking at the Connections Luxury Asia event in Beijing, mobile and communications expert Ewan MacLeod said that hotel groups such as Waldorf Astoria and Conrad are leading the way with drone video footage replacing traditional photo galleries on their hotel’s websites.

Companies believe such videos give potential guests a true picture of the hotel, enabling them to envisage their holiday or plan an event with greater accuracy, MacLeod said.He added: “Make sure your hotel has the right video assets, not just the same old photos, some years old, in a media pack.nano drone

Video footage will soon be an expectation, not a bonus, to travellers worldwide.”Additionally, micro and nano drones such as the Zano model, crowdfunded by Kickstarter, offer a unique enhancement to outdoor and active travel experiences, as well as functions, he said.

Palm-sized and able to hover, these drones can be programmed to track a mountain biker, paraglider or a group of people from above, to record a unique memory for participants.

Kapil Berera, chief executive of Quintessentially Travels India, said: “We recently used drones to capture an outdoor wedding reception in Jaipur. The footage was quite extraordinary.  “The value-add offered by drones to both suppliers and operators is immeasurable. ”

Connections Luxury Asia took place at the Nuo Beijing hotel, bringing together buyers and suppliers of luxury travel from around the world

Source: Drones tipped as travel marketing essential – www.travelweekly.co.uk

How booking APIs are changing the online travel game – Tnooz

This is a viewpoint from Sean Sewell, co-founder and EMEA business development director, Performance Horizon.

Digital travel sales are expected to surpass $481 billion worldwide this year according to eMarketer.

The set-up

We’ve already seen many interesting developments this year. Google moved beyond being a third-party traffic referer and entered the distribution space. This bold move, which allows consumers to book travel directly via its Hotel Finder, puts the search giant in direct competition with some of its biggest customers such as Hotels.com and Skyscanner.  Likewise, TripAdvisor has evolved beyond being just a travel content site and now allows consumers to read reviews and book all in one place.

Most consumers are unaware that they get this seamless experience thanks to something behind the scenes – application programming interfaces (APIs).

The solution

Specifically, it is booking APIs are changing where and how consumers book travel. Here’s how booking APIs are driving change and how all parties – such as travel brands, digital marketing partners,  publishers and consumers – benefit from an increased investment and integration of online and mobile booking APIs.  Also addressed are how travel brands and digital marketing partners are working to overcome booking API challenges.

Travel BrandsBooking APIs are not new – far from it – so why are travel brands waking up to the potential of using booking APIs to optimize conversions and maximize inventory distribution?  First and foremost. it is the rapidly shifting sands of how consumers browse and buy. Most travel brands will tell you the same thing: people research flights and hotels on their phones in the morning and book on desktops later in the day.

While mobile experiences are getting better, many brands have not fully developed a streamlined mobile booking process.  Mobile is where digital marketing partners – such as Google, TripAdvisor, metasearch and OTAs –  and booking APIs are a perfect match. These partners understand mobile, not necessarily a core competency of a travel brand whose primary focus is putting planes in the air and providing great accommodations for guests.  By making their booking APIs available to a  range of online and mobile partners, travel brands can increase market distribution and booking conversions beyond traditional partners, while stemming drop off rates by providing the most seamless customer experiences.

Digital Marketing Partners

The benefits of booking APIs work both ways. Publishers other than metas, are leveraging booking APIs to both provide their readers with better experiences and boost their own profitability as a digital marketing partner.

Today’s consumers move on quickly if they can’t easily find information or a complete a transaction. For publishers large and small, eyeballs and time on site are like physical currency. In order to reduce bounce rate, publishers must provide experiences that enable readers to complete actions from start to finish all without leaving their site.

Reader’s Digest opened up travel booking directly from its online properties. This makes sense, as publishers know their readers best. By working with travel brands who have vast amounts of data (past bookings, frequent fliers, first class vs. economy), publishers can drive conversions and increase their revenues by providing readers with the most relevant offers.

It’s not all straightforward however.  Publishers have many challenges when using booking APIs, especially around credit card transactions, security, and data ownership. Many times, brands will control everything in order to secure customer data.

Overcoming challenges

In addition to the security issue, booking APIs can come with challenges around formatting and the investment to do so.  This is one pain-point IATA’s New Distribution Capability (NDC) hopes to address.  As booking APIs evolve and become easier to implement and use, more and more partners will work directly with brands, increasing distribution and potentially reducing the need for more traditional tracking methods via affiliate networks and pure tracking providers.  And the technology is there for brands and their digital marketing partner to connect directly and share/track data in real-time.

To summarize, I think the trend toward booking APIs that’s taken hold this year will set the stage for an exciting era in the travel vertical. Competition will increase as the lines continue to blur between meta-search engines and OTAs, and as Google aggressively expands its direct booking clients.In general, the smartest brands and digital marketing partners will leverage booking APIs to unlock continued growth and profitability.

Source: How booking APIs are changing the online travel game – Tnooz

Cathay Pacific and CNN explore life changing travel moments | Marketing Interactive

Cathay Pacific and CNN have teamed up for a series of on-air segments called The Trip That Changed My Life, which will run across CNN’s TV and digital networks.

The campaign marks a big shift for Cathay Pacific, which is exploring new ways of engaging audiences through content initiatives and social media channels.  The centre-piece of this campaign is the sponsorship of a series of six on-air segments called ‘The Trip That Changed My Life’, with high-profile personalities sharing stories of how travel has changed them.TCP, CNN International’s in-house creative agency, produced the campaign that runs across both TV and digital.

The narrative follows architect and designer Usman Haque as he travels from Hong to Kong to London with Cathay Pacific. A 30 second Cathay Pacific advertising spot will also run on CNN International completing the package.  Sunita Rajan, vice president of CNN International Advertising Sales Asia Pacific, said Cathay Pacific has been a valuable partner of CNN for almost two decades.  She said this campaign is the perfect example of combining high quality content to engage an up-scale global mobile audience.

“We are thrilled to be able to work with Cathay Pacific to deliver this holistic, integrated advertising solution that covers all the key touch points of TV, digital, branded content and social.”

Julian Lyden, general manager of marketing, loyalty programmes & CRM at Cathay Pacific, added that travelling well is vital to living well.“We hope this series will inspire the audience and travellers alike to get more out of their lives and from their travel.”

Source: Cathay Pacific and CNN explore life changing travel moments | Marketing Interactive