The Travel Marketing Digest: Congratulations to Dubai for EXPO 2020, New findings from Facebook, “The 21st Century Traveller” report from Euromonitor, BCG & TripAdvisor report on Chinese Tourism

Dubai Expo CongratulationsFirstly, we would like to congratulate Dubai and its premier sponsors and bid supporters from around the world for their successful bid to host the EXPO 2020. This edition draws attention to three insightful studies: Facebook have released some new findings on their impact on travel plansEuromonitor have released a report on the trends of \”The 21st Century Traveller\”Boston Consulting Group and Trip Advisor have released a report on the explosion of Chinese Tourism and how to capitalise on it In addition, Amadeus announce a new travel start up venture fund, Twitter announce their first entry into advertising and we provide a summary from CMOs InTravel, our blog site.

via Congratulations to Dubai for EXPO 2020, New findings from Facebook, “The 21st Century Traveller” report from Euromonitor, BCG & TripAdvisor report on Chinese Tourism.

Twitter’s New Targeted Advertising

twitter-bird-white-on-blueMicroblogging giant, Twitter has rolled out a new form of targeted advertising, that would allow companies to deliver \”promoted tweets\” to customers who show interest in the brand through web browsing. For instance, if a hotel brand wants to display a promotional ad on Twitter, they would prefer to show it to travel enthusiasts who have already visited their website. To give the special offers to people who are on Twitter, the brand needs to share their browser-related information, or browser cookie ID, with Twitter, via an ads partner. This information will be used to match with the Twitter accounts, so that the users, with whom the travel deal would aptly match with, will be sent a Promoted Tweet. Advertisers will only receive reports as to how many users saw or clicked on their ads, and not users\’ identities.

via Twitter’s New Targeted Advertising.

Launching SkiftIQ: Competitive Intelligence Dashboards for Smart Travel Marketers – Skift

Skift logoThe Travel Marketing Store recognised the efforts of Skift by awarding them the 2013 Travel Marketing Excellence Award for Marketing Science.  They are certainly living up to their reputation and are establishing a new global standard.  This is the latest from their CEO Rafat Ali.

“We’ve always envisioned Skift as the global intelligence platform for travel, and as we end November as the most visited travel industry site globally — just 15 months after launch — we’re unveiling the next step in our evolution: SkiftIQ, our data brand. SkiftIQ is a competitive intelligence service, built around digital metrics that matter to brands in travel.

Think of it as the dashboard for smart travel marketers.

Version 1.0, launching today, starts with social metrics that keep you ahead of the travel industry. Competitive metrics on Twitter, Facebook, Instagram, and YouTube — cutting through the noise, organizing the social data you need, and delivering actionable insights.

With SkiftIQ, you’ll be able see why American Airlines is so effective on Twitter, Tourism Australia is so successful on Facebook, and National Geographic Traveler dominates on Instagram. These metrics aren’t just illustrative, they’ll also help travel experts make smarter decisions about their own social strategy.”

via Launching SkiftIQ: Competitive Intelligence Dashboards for Smart Travel Marketers – Skift.

How Social Media Marketing Can Boost a Destination’s Business Profile | International Meetings Review

Marketing Challenges International (MCIntl) recently released a white paper that outlines the social media marketing landscape for global destinations in the meetings and conventions industry. Digital and social media are now complementing and, in some cases, replacing traditional marketing strategies due to cost-effectiveness, expansive reach, and the ability to target specific audiences based on preference.

“The market is evolving so rapidly that we have to keep monitoring it”, said Michel Couturier, President, MCIntl. “We took an in-depth look at the social media landscape and extracted strategies for our global clients. We know that research and face-to face meetings are key to success for a destination, but applying effective social media tactics can also enhance the marketability of a destination.”

Using social media as a marketing tool for global destination promotion is standard practice for the leisure market, he said, but convention bureaus have been slower to adopt these new tools. In a phone interview with International Meetings Review, Couturier noted several destinations that have done well with implementing social media with their convention marketing.

via How Social Media Marketing Can Boost a Destination\\\’s Business Profile | International Meetings Review.

The Travel Marketing Digest – Volume III issue 4

The latest Travel Marketing Digest is now available to read.

Groupon Blinks, Airline Ancillary Revenues Double, Via Milano – innovation in airport connections, Wearable Technologies and Travel, Starwood on the Future of Hotels, Skift on Middle Eastern Airlines & Twitter, IATA Airlines Stats

via Groupon Blinks, Airline Ancillary Revenues Double, Via Milano – innovation in airport connections, Wearable Technologies and Travel, Starwood on the Future of Hotels, Skift on Middle Eastern Airlines & Twitter, IATA Airlines Stats.

New PhoCusWright Amadeus report on the airline industry calls for customer-centric

AmadeusLas Vegas, NV, United States & Madrid, Spain, 5th September 2013:A major independent global study released today appeals to the airline industry to take a fresh look at the age-old frustration of delayed or cancelled flights, in order to drive loyalty and reduce the impact of irregular operations on its customers, both now and in the future.
‘Passengers first: Re-thinking irregular operations’, written by Norm Rose of travel industry research authority PhoCusWright, and commissioned by Amadeus, a leading technology partner for the global travel industry, aims to provide airlines with practical strategies to improve responses to irregular operations, urging airlines to place a greater focus on the impact of disruptions on each passenger’s trip experience as part of operational decision-making during times of disruption.
Deliver a standard service approach to disruptions: Airlines should consider incorporating a standard service approach to deal with passenger itinerary changes. When severe events occur, airlines with such an approach in place merely extend their processes to a larger number of travellers rather than attempt to implement a new, reactive process.

·         Offer ‘intelligent re-accommodation’: Automated re-accommodation technology may provide efficiencies for the operational staff, but it does not always solve the underlying passenger itinerary disruptions. Airlines may want to implement an intelligent one-click solution that empowers passengers to choose alternatives most relevant to their needs. Airlines should also consider investing in systems to gain a greater understanding of each passenger’s preferences and reasons for travelling, including passengers who book through indirect channels. 
·         Provide transparent communication: In every market surveyed, except China, insufficient communication was cited as passengers’ top frustration with irregular operations management. Introducing an integrated, cross-departmental approach to customer service will enable airlines to provide authoritative, personalised, proactive communication – and lessen the need for travellers to rely on third-party sources. 
·         Moderate delays hurt the industry more than big ticket disruption: One of the greatest challenges facing airlines is not major weather or force majure events, such as the volcanic ash cloud that disrupted travel across Europe in 2011, but rather the far more regular moderate delays of 1-4 hours that matter most to customers. In all markets at least 50% of travellers have experienced a moderate delay on one or more flights in the past 12 months, with this figure highest in China (74%) and Brazil (67%). Instances of significant delay are far less common.
·       Travellers are increasingly venting frustration via social media: Globally, around one third of travellers surveyed said they had posted comments about delays to their friends on social networks such as Twitter and Facebook, with higher numbers sharing experiences amongst their immediate family or friendship groups using other means. The study calls on airlines to shift social media strategies from promotional activities alone, and to embrace analytical tools that help them to understand the impact of social comments made in relation to disruption. By following this analytical approach, airlines can practice social mapping to better understand the impact of disruption on their brand as well as the sentiment of their customers.

via New report on the airline industry calls for customer-centric. approach

How 16 Middle Eastern Airlines’s Social Efforts Stack Up – Skift

With global ad campaigns starring international sports stars, is it any surprise that Turkish Airlines‘ Twitter followers are more than double the next closest Middle Eastern airline?

What may be surprising is that Turkish Airlines is one of the least active and engaged of its regional peers on social media, and that airlines like Nasair and Jazeera Airways have a better grasp on Twitter than growing global giants like Etihad and Emirates.

Using numbers collected from SkiftSocial, we looked at how and how often airlines based in the Middle East tweet and talk to their passengers. In some cases carriers have accounts in multiple languages or targeted to one geographic area. We focus on airlines’ English-language Twitter accounts.

via How 16 Middle Eastern Airlines\\\’ Social Efforts Stack Up – Skift.

Airlines Twitter Followers Daily Tweet Rate
Turkish Airlines (Turkey) 327,869 0.9
Saudia Airlines (Saudi Arabia) 138,360 12
Qatar Airways (Qatar) 104,849 13.8
Nasair (Saudi Arabia) 83,003 18.9
Jazeera Airways (Kuwait) 36,644 1.3
Royal Jordanian Airlines (Jordan) 34,341 12.8
Etihad (UAE) 25,916 2.9
Oman Air (Oman) 18,724 3.1
Gulf Air (Bahrain) 15,882 1.2
Egyptair (Egypt) 13,717 11.1
Emirates (Dubai) 13,471 0
El Al (Israel) 10,106 0.8
Tunisair (Tunisia) 3,254 0.6
FlyDubai (Dubai) 2,032 0
RAK Airways (UAE) 1,593 0.7

Digital Marketing – Can Travel Advisors Achieve Sales Through Social Media? | Travel Agent Central

Digital Marketing – Can Travel Advisors Achieve Sales Through Social Media? | Travel Agent Central.

Jet Set World Travel Owner Julia Douglas is a staunch believer in social media, particularly Facebook, Twitter and, increasingly, Instagram, the photo-sharing site. The Chicago agency actively maintains its own Facebook page and Twitter account, while its seven individual travel advisors have their own individual pages and accounts.

She and other agency owners have been pondering how – and whether – to make the jump from using social media primarily as an informational tool to something more aggressive, promotional and clearly intended to generate revenue. While they’re not opposed to producing more income, they worry that a more aggressive strategy could alter the style and culture of their agencies as they seek that delicate balance between soft sell versus hard sell.

Link

The Travel Marketing StoreThe Travel Marketing Store, we are now starting a blog for CMOs InTravel..