eTravel12 - Keith Jenkins - Velvet Escape
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eTravel12 - Keith Jenkins - Velvet Escape Presentation Transcript

  • 1. Virtual footprintsHow travel bloggers arechanging the medialandscapeBy Keith JenkinsEmerce - EtravelBussumJune 2012
  • 2. Travel blogginghas evolved from a hobby to a full-time profession 1
  • 3. Travel blogging: from hobby to profession Travel journal, Travel tips & hotel reviews Branded Audience Online Publishers Social media 2
  • 4. The defining elements of professional travelbloggers• Online personality• Multiple skills• Internet-savvy• Social networks• Niche experts 3
  • 5. Key benefits of working with travel bloggers• Immediacy• Multimedia exposure• Long shelf-life• Interaction Trust• Destination ambassadors 4
  • 6. Travel bloggers deliver both immediate and long-term value 5
  • 7. ‘Glocal’ exposureImmediate and longer-term exposure on bothglobal and local levels. Blog trip Tuscany 2011 6
  • 8. Experiences from a personal perspective54% of British holidaymakers used social mediaplatforms in the run up to their trip abroad to gainpersonal recommendations and reviewsbeforehand. (source: poll by sunshine.co.uk June 2011) "It had so much more detail than the vendor site. And the broad travel sites dont get into all that," Ozaki said of the postings he read on Velvet Escape. "In this day and age, I find some of those sources more reliable.” Source: Frommer’s 7
  • 9. High search result rankingsAbout two-thirds of travelers reported having usedthe Internet to research a trip during the past sixmonths. Source: Google survey (Sept. 2010) 8
  • 10. Influence decision-makingMore than a third of travelers said the Internet hadprompted them to book their travel plans, up fromabout 25% last year.Source: Google survey (Sept. 2010) Kilimanjaro climb 9
  • 11. Real-time marketing 10
  • 12. Direct conversion opportunities 2,250 views 4 bookings 11
  • 13. Extended circles of influence - JordanBloggers’ circles of influence include other influencers. #GoJordan 2011 Generated 42m tweet impressions The 2011 social media outreach Reached 1.9m people campaign, including #GoJordan, was immensely successful, leading to Jordan being on travelers’ minds and on many top travel lists, including Condé Nast Traveler, New York Times Travel, Virtuoso, and National Geographic, among many others. - Jordan Tourism Board iambassador 12
  • 14. Extended circles of influence - Costa BravaBloggers’ online reach includes the major brands. #InCostaBrava 2011 18m tweet impressions, 70 posts, ‘000’s of photos 70m page views 13
  • 15. Harness this value by engaging with travel bloggers 14
  • 16. Collaborating with travel bloggersBloggers are ideal digital ambassadorsfor travel brands.• Sponsoring Blog trips: Buzz x 4• Advertising Pre-trip 1 During the trip 2• Product reviews 3 Post-trip• Online campaigns 4 Social media campaign• Blog trips iambassador 15
  • 17. Brainstorm with travel bloggersInnovative campaigns designed by travelbloggers in partnership with DMOs:• #GoJordan iambassador campaign #Blogville• #Blogville Emilia-Romagna• #VEinValencia 18m tweet impressions 2m people reached• #VisitLanai 81 blog posts #VEinValencia 326k tweet impressions 62k people reached 16
  • 18. Reaching out to travel bloggers• Follow their blogs & social media channels• Ask for recommendations• Meet travel bloggers at: • travel tweet-ups (e.g. Travel Massive) • travel blogger conferences (e.g. TBU, TBEX) • blogger events at travel trade shows (e.g. WTM, ITB) TBU Manchester 2011 17
  • 19. “I think of travel blogging as a 3D film”- Evelyn Hannon (@Journeywoman) 18
  • 20. Velvet Escape at a glanceVelvet Escape is a travel blog with a focus on luxurious experiences. Theblog was launched in January 2009 by Keith Jenkins, a former investmentbanker. With more than 180,000 page views a month and readers in 160+countries, Velvet Escape is widely recognised as one of the topindependent luxury travel blogs in the world.Contact Velvet Escape Visit Velvet Escape Email Keith Jenkins at: http://velvetescape.com/ keith@velvetescape.com www.twitter.com/velvetescape www.facebook.com/velvetescape 19