A new dynamic packaging experience ready to take off

TravelC LogoThe Travel Marketing Store has recently signed an agreement to jointly take to market the excellent dynamic packaging solution developed by Mallorca based Travel Compositor.   Their online product, TravelC, provides an excellent platform for travel agents, tour operators, destination management companies, destination marketing organisations, start-up and existing online travel agents to provide a new level of dynamic packaging for their customers.

The solution connects to all three major GDS, Travelport, Sabre and Amadeus plus has integrated two low-cost airline aggregators, Mystifly and Travelfusion therefore provided excellent coverage of flights.  As the flight search takes place the lowest direct and connected fares are offered with simultaneous hotel suggestions being presented.

The solution also can connect to a variety of hotel aggregators or “bed banks”.  The system dynamically packages hotel content with selected flights with the ability to add transfers and activities all from a single screen interface.  Complex itineraries can be built at speed and saved as a brochure to share with customers or friends.

Duncan Alexander, Managing Director at The Travel Marketing Store stated “we are delighted to team up with Travel Compositors particularly with our approach to key destinations, airlines and airports to provide a better solution to market stop-overs and through connections.   We have been looking for some considerable time to find the right technology partner for our “flyvia out of the box campaign proposition” and we have found it in TravelC”.

Once flights and6ab9e0a7-1a98-4d34-8482-31aede6e5deb hotels are selected transfers and activities can be booked including tours and restaurants.  Soon a rental car aggregator will also be added to the packaging capabilities offering a full service suite for all leisure and business travel needs.

This unique solution can be deployed with any travel online retailer and tailored to meet their requirements.  The Travel Marketing store is currently in discussion with a number if destinations, airlines and tour operators regarding adopting this unique dynamic packaging solution.

In particular the solution can be used for promoting single and multi-stop over packages.

If you want to know more please contact us or view their Travel Marketing Directory listing.

 

Three travel brands innovating in crowdsourced marketing | Econsultancy

The first act of out-reaching to the crowd is 300-years-old (dates back to 1714), but the term ‘crowdsourcing’ was first coined in 2005 by two Wired Magazine editors Jeff Howe and Mark Robinson.

The whole idea of the internet is inherently based on the idea of crowdsourcing.  The internet is the place where the opinions of thousands are collected to help others in their decision-making.  And now social platforms have made it very simple to instantly reach out to many people and pick their brains.  The web is a silo of opinions, ideas and services curated by the mob.  People also tend to be more open in web-based projects.

Crowdsourcing has proven to be one of the most disruptive business models of the modern age.

In travel, the most notable examples are TripAdvisor and Airbnb, whose business models are built on user-generated resources.  The traditional travel sector has woken up to the value of crowdsourced marketing, too.  It’s not only the popular (and cost-effective) thing to do: it’s just plain good marketing.

Why? Because marketing at its core means bonding with your customer.

These three traditional British travel brands below use crowdsourcing to bring their products to market in new and exciting ways and drive innovation:

1) British Airways

In 2011, British Airways was the first British travel brand that turned to the public to co-create its aircraft menus, movies and livery.  Budding chefs, scriptwriters and artists were called upon to submit their ideas as part of the airline’s ‘Great Britons’ programme, initially launched in 2009 in anticipation of the Olympic Games.

These ideas were then taken forward and enhanced by category experts like renowned chef Heston Blumenthal, actor Richard E Grant and artist Tracey Emin.

The final outcome: a new on-board menu, in-flight movies and artwork for the exterior of the aircraft.

British Airways and Metro crowdsourced collaboration.

Following the success of this project, British Airways went on to pioneer the first ever live integrated crowd-sourced travel campaign in partnership with Metro in 2014.  This initiative gave consumers a unique opportunity to create and edit content using social media channels.  As part of this campaign English comedian Joe Wilkinson was tasked with a series of globe-trotting challenges.

Metro readers voted online for the places they would like to see him visit and the experiences they wanted him to have on his adventure.  The campaign featured a live feed of reader comments on Metro.co.uk, plus Wilkinson directly interacted with the audience using social channels.  This campaign strengthened customers’ relationships with the British Airways brand in an innovative way.

2) TUI Thomson

TUI Thomson’s “Name Our Plane” campaign saw the brand crowdsource a name for its first 787 aircraft on Twitter in 2012.

The success of this type of campaign has led Thomson to run a similar campaign this year, which focuses on both suggestions and user votes.  The selected winner’s name will be fitted on the new Dreamliner 787 and winner will be flown to a free long-haul destination on the brand new plane.

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Thomson crowdsourced the first wedding

TUI Thomson is also the first travel brand that crowdsourced a wedding decided by Facebook fans in 2015. The “Your Big Day” campaign invited people to vote for their favourite couple, the best wedding dress (which the bride then had to wear), the best hen or stag party idea and the best venue.  All expenses for the wedding and honeymoon were paid for by Thomson. The contest received 700 entrants and 10,000 votes.

3) Visit Britain

In 2014 VisitBritain worked with Genero to crowdsource a number of short films to feature on its international Sounds of GREAT Britain campaign.

Genero represents a global network of filmmakers, who were tasked with producing a number of short films reflecting the variety of sights, sounds and experiences on offer across Britain. T

he winning films were featured on VisitBritain’s Lovewall and were distributed across all global markets, with a bespoke end result for each language and region.

The films were created to give different perspectives of the locations and themes featured in VisitBritain’s ‘Sounds of GREAT Britain’ campaign.

The resulting multimedia content was original, sharable and a good example of evergreen content.Crowdsourcing allows brands to utilise the creative power of their greatest asset – their customers – in exciting new ways. The best projects drive interest, website traffic and all round good vibes to the brand in question.

Source: Three travel brands innovating in crowdsourced marketing | Econsultancy

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

Royal Caribbean launching new marketing campaign that shows off incredible and immersive vacations | Royal Caribbean Blog

Royal Caribbean has launched a new marketing campaign entitled, “Come Seek”, that aims to show a Royal Caribbean cruise is more than just a vacation on a floating hotel.

The new campaign which made its début on October 19, 2015 conveys that a Royal Caribbean vacation is not simply a cruise and those that take a cruise are not taking a conventional vacation.

Royal Caribbean’s multi-million dollar campaign wants to “roll out red carpet for next generation of cruisers” that are not just new to cruising, but also tech-savvy and relish an immersive and experiential kind of vacation.

Royal Caribbean are calling these people “Seekers” because, travel is not about vacations or being a tourist: travel is a way of life.  “Come Seek” has three main messages: This is not a cruise; You are not a tourist; This is not the Caribbean.  At the end, it ends with simply, “This is the Royal Caribbean”.

Through a variety of channels, Royal Caribbean aims to have “Come Seek” invoke imagery of mashing up surprising on-board experiences, such as North Star, the FlowRider and connecting on social media with Voom high speed internet.  In addition, Royal Caribbean wants to show the depth of places to explore in the Caribbean.  All of this works towards giving guests experiences and memories that they cannot wait to show off to their friends and family.

New television ads made their début on the October 19th in 15 and 30 second spots.  In addition, Royal Caribbean added 5 second ads in programs with heavy live viewership on US TV networks, such as The Voice and Late Night with Jimmy Fallon, with a 30 second ad later on to expand upon the 5 second teaser.  People may also have seen 5 second ads will run across the web including Facebook, Instagram, Twitter and YouTube.

Going beyond traditional media:

Perhaps one of the most innovative parts of this new campaign are the brand new “live billboards” in the New York city area that will feature live look-ins to Royal Caribbean’s ships.  Two hundred and thirty geo-target units across New York City will show live broadcasts via Periscope in high traffic commuter areas, such as John F. Kennedy International Airport terminal, news stands and subways.

Using the Voom high speed internet, these live tune-ins from the ships to show off the experience as it’s happening in real time.  These live look-ins will occur throughout the month of November and be shown around peak commuting times.  Most, if not all, of the tune-ins will come from Anthem of the Seas sailings.

Royal Caribbean will also look to guests to suggest experience that Royal Caribbean should broadcast back on Periscope.  Going off the map Royal Caribbean is also trying something else new to show off the kind of amazing experiences waiting in the Caribbean with a new Tumblr page called, “Uncharted”.

Royal Caribbean crew members will become ambassadors and share content as they experience it on their cruises.These Uncharted experiences will also be on the website, advertising and social media.  If it proves successful, the program could eventually extend to guests and travel agents.

Getting noticed:  

The idea behind this kind of advertising is to get past the traditional produced and polished advertising people expect.

Royal Caribbean believes authentic experiences will be something guests really value and notice.Royal Caribbean is very cognizant that consumers are used to being advertised so much that a lot of gets tuned out or fast forwarded.  With live Periscopes and crew ambassador reviews, the hope is the public will take notice because this is not a traditional kind of ad.

Source: Royal Caribbean launching new marketing campaign that shows off incredible and immersive vacations | Royal Caribbean Blog

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