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.

Enhanced by Zemanta

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.

Enhanced by Zemanta

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 |.

Enhanced by Zemanta

GuestLogix Secures 3 Year Deal with Priority Travel Group, The World’s Leading Provider of Airport Lounge Access – MarketWatch

TORONTO, ONTARIO, Apr 07, 2014

(Marketwired via COMTEX) — GuestLogix Inc. CA:GXI -3.10% , the leading global provider of onboard retail and payment technology solutions to airlines and the passenger travel

Image representing Marketwired as depicted in ...

Image via CrunchBase

industry, today announced a 3-year agreement with the world’s largest independent provider of airport lounge access, Priority Travel Group. Following an extensive trial, the Company’s onboard retailing technology, including PCI-compliant handheld POS devices and GuestPass(TM) platform, will be deployed across Priority Travel Group’s lounge network, to authenticate and manage lounge member access for all its membership programs, including the industry leader, Priority Pass. This agreement allows Priority Travel Group to globally upgrade its lounge access verification technology, which will be used to improve the lounge check-in process for all customers globally.

“In 2014, GuestLogix will be extending its reach to off-board touchpoints via various partnerships and agreements, and this signing with Priority Travel Group will assist us in creating an impactful off-board presence in airport lounges,” said Brett Proud, President & CEO, GuestLogix. “Priority Travel Group is a massive win for GuestLogix, involving the deployment of our technology across their global network of airport VIP lounges – on every single continent. Our enhanced PCI-compliant platform technology will modernize the lounge check-in process for this market leader.”

“The GuestLogix solution will help us to improve the lounge check-in process for our members and customers, which is a key business objective for the Company,” said Steve Pinches, Managing Director, Priority Travel Group. “Our goal is to provide a stress-free experience for our members by providing peaceful lounge environments that negate the typical chaos of being at the airport. We are constantly looking for ways to enhance our customer experience, and based on our evaluation of GuestLogix’ solution, our members will soon benefit from a streamlined lounge check-in process.”

Priority Travel Group, a division of the Collinson Group, is a market-leader within the lifestyle benefits and business travel sectors. Having created the concept over twenty years ago with its Priority Pass lounge membership program, it continues to be the largest independent airport lounge access program in the world.

“Our team demonstrated its commitment to earning Priority Travel Group’s business by developing a customised application to meet their unique set of requirements, and we are thrilled that they have decided to proceed with a global network rollout,” said Ilia Kostov, EVP Global Sales and Product Strategy, GuestLogix. “Our technology will deliver consistency and accuracy throughout Priority Travel Group’s worldwide lounge estate, and we look forward to supporting their initiatives in all corners of the globe.”

via GuestLogix Secures 3 Year Deal with Priority Travel Group, The World’s Leading Provider of Airport Lounge Access – MarketWatch.

Enhanced by Zemanta

Travel marketeers losing millions by ignoring data | News | Breaking Travel News

Each year tourism departments in governments, companies and associations spend millions of tax payer dollars on market research and insights relating to the travel and tourism industry. Unfortunately, much of this effort is wasted. Why? Well there are several reasons.

Tourism's Merry Mountain

Tourism’s Merry Mountain (Photo credit: timtak)

First, National Tourism Organisations (NTOs) often do not have the resource to take the market research process one step further and distribute the findings to regional tourism organisations and the local travel industry. Full reports and findings are often lengthy and in a technical language. The reports are often difficult for people who are not marketing specialists.

Such reports, some of them very good indeed, are generally published on NTO websites. And there they sit. Unfortunately, even if they are aware of the research, travel industry marketeers tend not to have the time or the skill set to trawl through the research and extract the gems—the valuable insights. That is a shame because these insights have the potential to transform their tourism business.

The challenge is for hotel, tour operator or destination marketing organisations to get their hands on transformative insights – insights that can increase revenue and visitor numbers. The marketeers need to understand the report’s implications, and then create an effective campaign that is based on real market conditions. Most importantly, they need to incorporate the voice of the customer.

The good news is, strategically useful money-saving data is plentiful. For example, MyTravelResearch recently created a practical report titled “8 Key Insights On China.” The paper was put together by collating publically available reports from entities such as Tourism Australia, Visit Britain, McKinsey, and the Canadian Tourist Commission. We then made the paper available in an easy format that provided actionable insights. Such insights are designed to make marketing campaigns truly effective.

After 50 years collectively in the travel business, it is clear to us at MyTravelResearch that the tourism industry is so time poor that marketing planning and research takes a back seat. As a result, smaller, provincial and upcountry destinations and operators are not armed with the insight and tools that they need to implement strategic and tactical marketing.

When it comes down to it, as an industry, it is our job is to put the voice of the customer – the tourists (remember them?) – into the decision making process. We take pride in the fact that MyTravelResearch.com has been doing that successfully in Australia for many years.

We now have our sights set on Asia Pacific to complement our ongoing Australia campaigns. We’re now in a position to increase your visitation or spend from, for example, Chinese tourists or Indian honeymooners. Or perhaps you want to target the Australian weekend family market. Or bring more association meetings to your resort. It’s all possible. But first, believe us, you should seriously consider outsourcing your market research department.

via Travel marketeers losing millions by ignoring data | News | Breaking Travel News.

Enhanced by Zemanta

Facebook speaks: how engagement in travel is evolving – Tnooz

Facebook logo Español: Logotipo de Facebook Fr...Lee McCabe has been the global head of travel at Facebook, the social network with 1.2 billion users, since October 2012. A veteran of Expedia, he knows the travel industry well.

McCabe recently spoke with Tnooz by phone about how travel marketers are getting better at using Facebook to gain transactions.

He had a lot to say about mobile, particularly about how Facebook can help travel companies maintain engagement with their own branded mobile apps. He also thinks travel suppliers still haven’t fully grasped how mobile will upend their digital marketing strategies.

A closer attention to travel marketing

In 2011, Facebook created a team of employees whose jobs are to liaise with travel brands. McCabe oversees this group, which he says was created:

“…to better understand brands’ needs, learn to speak their language, and most importantly, build the right products and services for the industry…. We verticalized for several industries, not just travel…. I can’t give you specifics, but travel is one of our fastest growing verticals.”

Facebook doesn’t disclose its headcount numbers or revenue by vertical. But a source at the company has put the travel vertical headcount at a little more than 50 employees.

Read the full Q&A with McCabe

via Facebook speaks: how engagement in travel is evolving – Tnooz.

Enhanced by Zemanta

Germany set to welcome 80 million global travelers by 2020 – Travelandtourworld.com

Germany

German Tourism

80 million overnights booked by foreign visitors in 2020 – this is the goal of the German National Tourism Board (DZT), which in 2013 saw figures close in on this target. At 71.9 million visitors, a new record was set. 75 per cent came from European countries, of whom the majority were Dutch, followed by the Swiss.

In his speech, Klaus Laepple, president of DZT, struck a political note: “Germany’s tourism industry can only flourish if Germany’s neighbours are economically stable.

If your heart beats for tourism then I urge you to vote in the European electioins.” Speaking on Wednesday at ITB Berlin, Petra Hedorfer, head of the board of DZT, noted that the UK, Russia and Switzerland had recorded the highest growth rates. Germany was also the favourite holiday of the Swiss. For the last four years Germany had been the second most popular destination, behind Spain and ahead of France.

Iris Gleicke (SPD), the Federal government’s newly appointed tourism commissioner, said she intended to focus on improving employees’ working conditions and their opportunities for vocational training. “They have to be able to go to a restaurant or on holiday themselves.“ Furthermore, with the digital revolution taking hold in tourism, she said she aimed to make sure small and medium-sized enterprises received their fair share of business.

via Germany set to welcome 80 million global travelers by 2020 – Travelandtourworld.com.

Enhanced by Zemanta

Brand USA Marketing Efforts Driving Growth in International Arrivals and Spend Study Shows – Press Release – Digital Journal

brand usaWASHINGTON, Feb. 13, 2014 /PRNewswire/ — Brand USA today announced that its marketing is having a significant and positive impact on U.S. international arrivals and the U.S. economy, as reported in a study conducted by Oxford Economics.

As detailed in the report, for the year-ended September 30, 2013, Brand USA’s marketing campaigns generated 1.1 million incremental visitors to the United States — a 2.3 percent increase over growth that would have occurred without Brand USA marketing initiatives. These additional visitors spent $3.4 billion in the United States, including travel and U.S. carrier fare receipts.

This spending fuels the U.S. economy by generating $7.4 billion in business sales, $3.8 billion in GDP, and $2.2 billion in personal income, as well as supporting 53,000 new jobs. The results equate to a marketing return on investment of 47:1 based on Brand USA’s marketing expenses of $72 million and incremental international visitor spend of $3.4 billion.

Brand USA is the public-private partnership responsible for promoting tourism globally to the United States. The effort is designed to fuel the United States’ economy and spur job growth. Its formation marked the launch of the United States first nationally coordinated international tourism marketing effort.

The study includes analysis of eight markets – Australia, Brazil, Canada, Germany, Japan, South Korea, Mexico and the United Kingdom – where Brand USA fully executed consumer, trade outreach and co-op programs.

“The U.S. tourism industry is a significant component of the U.S. GDP, exports and employment. International tourism is not only one of America’s best levers for creating jobs, growing exports and driving economic growth, the benefits also extend well beyond the travel industry to include retail, restaurants, transportation and other businesses,” says Christopher Thompson, president and CEO of Brand USA.

To access the full report, entitled “The Return on Investment of Brand USA Marketing: 2013 Fiscal Year Analysis,” and obtain more information about Brand USA, please visit http://www.thebrandusa.com.

via Brand USA Marketing Efforts Driving Growth in International Arrivals and Spend Study Shows – Press Release – Digital Journal.

Enhanced by Zemanta

WTM 2014 launches wellness tourism programme | Conference News

World Travel Market WTM is launching a wellness tourism programme for its November 2014 edition.   It is a sector reportedly growing at a rate of nine per cent annually, compared to the travel and tourism industry’s six per cent.The WTM Wellness Tourism programme, organised by Spafinder Wellness 365 in association with the Global Wellness Tourism Congress, will take place across three days of the show, 4-6 November. The first session on 4 November will explore why wellness tourism is growing faster than the wider travel and tourism industry. The latest research from the sector will also be examined.  The second session will aim to define both medical tourism and wellness tourism, which are often confused. And the third session, on 6 November, will look at how national and regional governments and private sector businesses have integrated wellness tourism into their marketing campaigns.Spafinder Wellness 365 Managing Director John Bevan said: “The sector offers a wide range of opportunities for the travel and tourism industry to benefit from and World Travel Market, with more than 50,000 senior industry executives in attendance agreeing more than £2bn in business deals, is the perfect platform to help grow the sector further.”via WTM 2014 launches wellness tourism programme | Conference News.

Enhanced by Zemanta

Travel: A marketer’s guide to the modern traveller | Trends | Marketing Week

UK holiday companies face a brighter future, but the recession has changed people’s travel and booking habits, finds new research.A Butlin’s Redcoat, the actor James Nesbitt and an ogre may not have much in common but they are all characters trying to sell holidays on TV this January, one of the busiest months of the year for booking breaks away. Since 2008, the travel industry has had a rocky ride but there are signs that things are getting steadier, with TUI Travel, owner of Thomson and First Choice, announcing a pre-tax profit of £473m, up 21 per cent for the 12 months to 30 September. Meanwhile, rival Thomas Cook’s pre-tax profit for the same period rose to £263m, 49 per cent up on last year’s figure. But while the going may be less choppy with 34 million British consumers taking holidays every year, how people shop for breaks is changing and travel brands must take these trends on board to target the modern holidaymaker effectively, according to new research by Kantar Media TGI.

via Travel: A marketer’s guide to the modern traveller | Trends | Marketing Week.

Enhanced by Zemanta