A keynote presentation on the basics of branding in travel, presented at MATKA, Helsinki, January 2017

1. BEING WHO YOU ARE:
TOP TIPS ON BRANDING IN TRAVEL
A F T A S E M I N A R , M A T K A , 2 0 J A N U A R Y 2 0 1 7
PETER JORDAN, SENIOR TOURISM ANALYST

2. Peter Jordan
Senior Tourism Analyst
→ Trend watcher, tourism industry analyst
and Millennial traveller
→ Strategic advisor on understanding and
engaging with Millennials
→ Background
• UN World Tourism Organization,
Madrid
• WYSE Travel Confederation,
Amsterdam
• Pacific Asia Travel Association,
Bangkok

3. 360º Integrated Destination
Marketing and Management
Agency

4. Winner: Red Dot Marketing Award
2015
Official Research Partner
to
European Cities
MarketingWe’re practitioners at the leading
edge of destination marketing &
management

5. PLUS a team of 150 quirky, creative, enthusiastic
and
highly imaginative digital media specialists

6. Strategy & Research
DESTINATION AUDITS
TOURISM MASTER PLANS
FEASIBILITY STUDIES
MARKET INTELLIGENCE
POLICY ADVICE & GOVERNMENT
SUPPORT
Marketing & Branding
BRAND DEVELOPMENT & EXECUTION
MARKETING PLANS
EXPERIENCE DESIGN
CONTENT STRATEGY & DEVELOPMENT
INFLUENCER MARKETING

7. We’re part of a major digital
agency
and e-business consultancy
(150+ staff, Athens)

8. DIGITAL
DIGITAL CAMPAIGNS / WEB ANALYTICS & METRICS / SEO
WEB DESIGN, CONSTRUCTION & HOSTING / USER TESTING
EMAIL MARKETING / ELECTRONIC DISPLAY ADVERTISING
DEVICE OPTIMISATION / 3D & VIDEO ANIMATION
PERSUASIVE DESIGN / CONVERSION RATE OPTIMISATION

9. In this presentation:
Why and how people travel today
><
Top tips for everyone

10. SO, WHERE
DO I
START?

11. THINK:
Why do
people travel
today?

12. To restore
some
balance
between
work and
leisure

13. To improve
health and
wellbeing

14. To seek knowledge
and acquire new
skills

15. To seek
happine
ss

16. LOOKING FOR AUTHENTIC EXPERIENCES
FOOD / DRINK / FASHION / DESIGN / ART /
CRAFTS / WILDLIFE / ARCHITECTURE /
LANSCAPES / LANGUAGE / MUSIC / DANCE /
SPORTS / WELLBEING / FESTIVALS / RELIGION /
URBAN CULTURE /
PEOPLE

17. Today, people
have a brand
too

18. “Millennials are spending their
money in a curated way that
sends a message about
themselves and their own
brand”
Josh Wyatt
Chief Strategy Officer, Generator
Hostels (Skift, 2016)
• Selecting experiences
online makes this possible
• How are you helping in

19. Content is
key!

20. THINK:
How do
people
travel
today?

21. CONNECTED
AT EVERY STEP
OF THE
JOURNEY

22. RECEIVE
inspiration all
day, every day

23. In NEED of
quick and easy
interaction with
friends, family,
colleagues and
YOU!

24. ENGAGE WITH YOUR AUDIENCE AT
ALL STAGES OF THE VISITOR JOURNEY
BOOKING
• Upsell
• Cross-Sell
• Upgrades
PLAN
• Personaliz
e
• Social
• Travel
Profile
DEPARTURE
• Notifications
• Upsell
• Social – Location -
Mobile
THE DESTINATION
EXPERIENCE
• Activities
• Context-driven
• Ratings & Reviews
• Social – Location -
Mobile
RETURN
• Feedback
• Upsell
• Sharing
NEXT TRIP
• Collect Data
• Update Travel
Profile
• Individual
Offering

25. EXPECT to use
mobile apps
and mobile-
friendly
websites to
find what they
need

26. Happy to buy
products and
services from
people they’ve
never heard of, as
long as they’re
TRUSTED

27. TOP TIPS, FOR WHEREVER
YOU DECIDE TO TAKE YOUR
BRAND

28. 1.
Think about what travel
really means to your
customers

29. 2.
Be authentic: be who you
really are and don’t be
afraid to have a
personality!

30. 3.
The people behind your
brand have to be visible,
proactive and personable

31. 4.
Your website must be beautiful
and your contact points (social
media, contact page, IM) must
invite interaction

32. 5.
You don’t have to keep creating
content yourself, but you should
curate content that matches
your brand well

33. 6.
Your online interaction (reacting
to reviews, enquiries,
comments) must be clear,
transparent, personable and
trustworthy

34. NICE TO
MEET YOU!
pjordan@toposophy.com
Toposophy.com
@Toposophy