Creating traveller context / October 2015
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A short presentation that makes the case for falling in love with the kind of content that creates authenticity, community and extends the power of travel and hotel brands - first delivered at BETA Youth Industry Seminar 7 oct 2015
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Creating traveller context / October 2015
- 1. Creating traveller context BETA 7 October 2015
- 2. By 2016 marketers are expected to spend more than 50% of their time creating and distributing content… Source: Content Marketing Institute 2015
- 4. what content should we create? inspirational motivational emotional contextual informational
- 5. 80% of consumers read 6 to 12 reviews on average before making a booking 73% of website visitors rely on user submitted images to make a decision 42% of all stories shared on Facebook are travel-related.
- 7. Story-telling is the new marketing Authentic Contextual Personal UGC social peer Influential / trending Experiential Seamless Mobile (multi- device)
- 8. The new rules of play
- 10. See Puerto Rico (dmo) Tripadvisor traveler reviews made into short movies 3m views www.seepuertorico.com
- 12. Four Seasons Pin. Pack. Go. on Pinterest real-time interaction
- 13. St James Court (luxury hotel) Virtual concierge via fiz 50+ daily shares www.stjamescourthotel.co.uk
- 14. Resources: Skift: The Rise of the Millennial Traveler Content Marketing handbook and more on StackAdapt Think Like A Freak – Dubner and Levitt or Predatory Thinking – Dave Trott fiz: 5 ways to Take Ownership of User Generated Content
- 15. - Pico Iyer We travel, first, to lose ourselves; and we travel, next, to find ourselves.
Editor's Notes
- What a wonderful industry to be in… Travel is such a big subject. It’s hard to know where to begin on a given topic. It’s hard to do it justice. I am not going to talk to you about the digital revolution. We all get that don’t we? Today’s 40 somethings (ahem) are the last generation to have fully experience BOTH the analogue and digital worlds. Most people you want to engage have no experience of a life pre-Google!
- It is the nature of that content that matters, and will be most time-consuming but also influential if they are successful finding it. Real-time, experiential, curated, multi source, authentic, personalised. 79% of marketers plan to increase their spend on content in 2016. Currently they spend over 25% of their budget on it.
- Content creation is time-consuming
- Millennials are fastest growing travel demographic
- Story-telling is the new marketing. Most stories are hyper-local
- Create the desire to go The best stories are real-time and hyper local
- It is the nature of that content that matters, and will be most time-consuming but also influential if they are successful finding it. Real-time, experiential, curated, multi source, authentic, personalised. 79% of marketers plan to increase their spend on content in 2016. Currently they spend over 25% of their budget on it.
- See Puerto Rico –DMO - 3 million views of their short movies conveying what travelers wrote on tripadvisor
- Saco (serviced apartments) – Millennials and the Future of Business Travel (white paper) 18,253 bookings in 2014
- It is the nature of that content that matters, and will be most time-consuming but also influential if they are successful finding it. Real-time, experiential, curated, multi source, authentic, personalised. 79% of marketers plan to increase their spend on content in 2016. Currently they spend over 25% of their budget on it.
- According to ShareThis, travel related content creates 40% more click backs than other shares