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TBEX Europe 2015, Keynote, Michael Collins,


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TBEX Europe 2015, Keynote - The Future of Travel Media & Travel PR, Michael Collins,

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TBEX Europe 2015, Keynote - The Future of Travel Media & Travel PR, Michael Collins,

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TBEX Europe 2015, Keynote, Michael Collins,

  1. 1. TBEX Europe 2015 Costa Brava Michael Collins @TBEXevents @TravelMedia_ie fb/TravelBloggersExchange
  2. 2. The Future of Travel Media & Travel PR
  3. 3. Change
  4. 4. 1996 80% native English speakers
  5. 5. English, and the world will hear you. Tamil or Portuguese, and you may have a harder time. A new method for mapping how information flows around the globe identifies the best languages to spread your ideas far and wide. Want to influence the world? (Shahar Ronen. MIT) Map reveals the best languages to speak. HINT - If you’re considering a second language, try Spanish instead of Chinese
  6. 6. Greece – 2nd century AD - Pausanius
  7. 7. Ibn Baṭūṭah travel - common Arabic literature
  8. 8. Fan Chengda – Song Dynasty
  9. 9. Grand Tour William Thomas Beckford – Dreams, Waking Thoughts, and Incidents
  10. 10. Economic Policital Power Freedom
  11. 11. South Africa
  12. 12. Burma 1999
  13. 13. Cambodia
  14. 14. Switzerland
  15. 15. 41% Europe
  16. 16. Travel Media Today
  17. 17. Who is the biggest publisher of travel media?
  18. 18. PanAM invented inflight magazines in 1966
  19. 19. • 3 billion travel the world on airplanes. • 826 million are in the US alone. • airline travel is growing at a 5% a year. • Boeing need 37,000 new planes by 2033. • travellers are heavy consumers of media – read, tweet, post, stream, like, share . • airlines accidental media companies. • Ink Publishing. 24 airlines around the world. 677 million passengers/readers.
  20. 20. • AA will carry 500,000 today. • AA social media team of 21. • 6000 tweets a week, 240 per hour. • 80% of passengers read the magazine – • 20-minute read, is an AVERAGE.
  21. 21. Google
  22. 22. Google v traditional media
  23. 23. In the mean time, who wins. SEO, blogs.
  24. 24. future of
  25. 25. HitchBOT #hitchBOT @hitchBOT – 34K Facebook Instagram Canada Germany
  26. 26. Content generational age-relevant passive, active everyone is reachable everyone is a potential audience
  27. 27. Mia Isabella Collins
  28. 28. The Travel Industry
  29. 29. Insert pic of Etihad and Emirates use the title “Duel in the Dessert”
  30. 30. Long or Short?
  31. 31. Momondo, the acclaimed flight search engine, and the staff from Copenhagen's Noma - voted 'best restaurant in the world' in both 2010 and 2011, have joined forces to create an English language guide to Copenhagen. The sleek, hardback guide presents a unique collection of hidden gems, which make the city so special.
  32. 32. Augmented and Virtual Reality • Marriott etc.
  33. 33. The future
  34. 34. The Listings – 2003 Stena Line – 2005 Backpacker – 2009 Abroad, Business Traveller - 2010
  35. 35. Networking Events – Road Shows - Awards SEO, blogging, content marketing, video
  36. 36. Trends in Travel Media • fiction, ebooks, photography, video, content marketing, native video, live video, blogging, podcasting. • Real time marketing. People wants answers now, not tomorrow, or later today. SEO/search. • What questions we will have tomorrow, impossible to predict. • Everything is last minute, content, hotels, flights, plans, holidays. • Media – content preparation, proactive, not reactive.
  37. 37. 0-2 days - lead +8 days - lead
  38. 38. Cision Social PR Study 2015 • PR professionals strongly believe that PR is about conversations. • Yet there remains a high number of PRs who are not responding to comments or engaging with conversations, posts and discussions on social media. • While email and telephone are the most popular channels of communication used, the greatest disagreement is over the use of the telephone. • 49% of PRs preferred to use telephone to pitch a story, while only 23% of journalists wanted to be pitched this way.
  39. 39. Cision Social PR Study2015
  40. 40. Cision Social PR Study 2015 Nearly half of PR professionals believe social media has made them less reliant on journalists to get their story out.

Editor's Notes

  • The theme of this keynote is change.
  • Language
  • survey by the Indian market research company JuxtConsult
    This is an opportunity.
    No longer is everything in English. You can pinpoint your target audience based on language.
    Keyword research, e.g. SEMrush can be done by location and language.
  • Niamh, hashtag with emoji’s, which act as hashtags.
    Less language, more visual = video, images.
    Yes, but tags, descriptions etc are in your native language.
    Are you as a writer, or content producer going to try and written content in multiple languages. No. One or two languages yes, but not 10.
    Which language do you choose.
    For tweets, the researchers used 550 million tweets by 17 million users in 73 languages. In that network, if a user tweets in, say, Hindi as well as in English, the two languages are connected. To build the Wikipedia network, the researchers tracked edits in up to five languages done by editors, carefully excluding bots.

    Many books are translated into and out of languages such as English, German, and Russian, but Arabic has fewer translations relative to its many speakers. (Arrows between circles represent translations; the size of a language's circle is proportional to the number of people who speak it.)

    Research based on bilingual tweeters, book translations, and multilingual Wikipedia edits

    For tweets, the researchers used 550 million tweets by 17 million users in 73 languages. 

    The network maps show what is already widely known: If you want to get your ideas out, you can reach a lot of people through the English language. But the maps also show how speakers in disparate languages benefit from being indirectly linked through hub languages large and small. On Twitter, for example, ideas in Filipino can theoretically move to the Korean-speaking sphere through Malay, whereas the most likely path for ideas to go from Turkish to Malayalam (spoken in India by 35 million people) is through English.
  • I know history is boring, especially on a Sat AM,
    But to understand the future, you do need to understand the past.
    This will be fast, I promise, and excuse all those writers I have left out.
  • First example of travel writing.
    Pausanius travelled from one end of Greece to the other and wrote about what he saw, from Athens to the small fishing villages.
  • The theme for all three is each country or region was experiencing a GOLDEN AGE.
    All these writers were products of a golden age.
    First inter-rail.
    We discovered Europe, as arm chair travellers.
    Mid 18th century.
  • Economic/money, and polital power = freedom to travel and write/publish.
    TBEX Asia, no surprise. TBEX Gulf, UAE.
    It still applies today. Who can travel, where one can travel, e.g. North Korea.
    Future therefore we must look to China, India etc, the BRIC nations.
    We must also look at destinations that are opening up, e.g. Burma/Myanmar. 1999 it was just opening up.
    No co-incidence that that the Grand Tour came about at the same time as the Industrial Revelution, likewise Greece, the birth of civilisation, etc.
    Guttenburg, printing press, China also developed print technology, earlier, independently.
  • Derval Murphy – independennt travel wrtiter.
  • This was Burma in 1999, when I was backing in South East Asia.
  • Promotional material. Taken from YouTube.
    Professional marketing materials.
  • Lonely Planet said boarders closed.
    I still crossed the boarder. I ignored LP, why, backpackers, Word of Mouth.
    My appendix burst when I was in Cambodia. No facilities.I was shipped across the board.
  • The reverse if also true. Some countries open up, others close, and for many different reasons.
    Un-pegging of the Swiss Franc to the euro, 20%+
  • Boarders close. The reverse is also true.
  • Skift, State of Travel Europe 2015.
    source.: ETC 2014.
    The BRIC countries want to visit Europe. As the world opens up, Europe is benefitting.
    Yes, every market has it’s idosyncracies. Flights from Ireland to the Canary Islands are plentifull, yet from France they are almost impossible to find.
  • Print or online or broadcast?
  • Ink/airlines/publishers have not been online to-date.
    Why? No Wifi in the Sky. But is changing, and changing fast.
  • What are INK, and AA, and other airlines doing, wifi on board, which changes the landscape dramatically.
  • Google Search v Print Media
  • This business model can’t work.
    Why paywall travel content.
  • NY Times and Irish Times, introduce a paywall. Why. Stop consumers getting free content, and Google making money from their content.
    There will always be national and state broadcasters. E.g. the BBC.

    Humorus approach by the
    Interesting to note that both the NY Times and Irish Times offer increased free access if the content is being accessed via Twitter, and other social media channels, but they don’t advertise this.
    BUT why pay, when you have national or state broadcasters, offering free content, e.g. the BBC.
  • This battle is not over.
    It’s a sorry state of affairs when you have Google offering to help print titles upskill.
    Look at the inflight magazine, no interest in what’s happening with Google.
    News organisations/publishers, will eventually realise that they can’t compete on generic or comodity news, e.g. sports, but on unique content, analysis, comment, brand writers yes, but travel no. Never. That is a mistake. That I think will change.
  • While Google and traditional print media battle it out……who wins……………..
    SEO is having the having the biggest impact right now.
    Keyword research.
    SEMRush, Google Keyword Tool (within Google Adwords)
  • Robots are the future?
    Who here thinks travel media, travel bloggers can be replaced by robots?
    No, not a chance. We travel. Robots can’t that. We provide inspiration, we compose great photos, we interview people, we shoot video.
  • There are lots and lots of companies out there developing similar platforms and technologies.
  • is he the future of travel blogging, or just a clever PR stunt. Will he be doing the keynote next year.
  • Passive, non-search, active, via search, which is more relevant.
    My 7 year old is not really interested in main-stream media, because it’s on the TV, she’ll passively watch it, while at the same time, drawing or doing some other activity.
    More niche. Why more niche. Because there is so much content, not too much. Relevancy is more crucial with so much content
  • The pattern has been set. Not interested in broadcast media
  • You can’t look at the future of travel media without examining where the travel industry is today.
    What is the fastest growing sector in the travel industry? Next slide. Cruise.
  • RELATIONAHIP, never say no.
    Ed Finn, why wasn’t I invited on a trip.
    Understanding the travel industry, why?
    Use alan in SAS as an example.
    His quote
    Also, a press trip, we have two clients, tourist board and airline.
    - The industy is where the money is.
  • 1) Global GDP 2014?
    USD7.5bn or 9.8% of global GDP
    Total employment?
    276m jobs or 9.4% of global employment
    3) Long haul or short haul?
    Long haul growing faster
    4) Number of air pax?
    Over 8m a day and 3bn a year.
    What is the Global Travel & Tourism Industry Worth?
  • BA psuhed for years. American protectionism.
    Now, redundant, the US wants to re-negotiate.
  • Growth is in long haul, not short haul.
    Where is the money?
  • OTAs are the largest in Europe.
    OTAs Lead in Online Hotel Bookings Share - Skift.
    European OTAs Capture First Place Globally for % of Gross Bookings - Skift.
    Europe’s Online Travel Bookings Nearing ½ of Gross Bookings – Skift.
  • Brands are fighting back, and are creating good content, as opposed to letting traditional media do it.
  • If you want to know what’s going on in travel, technology and social media, read Skift, tnooz, Phocuswright.
  • Who is afraid of the future.
    The speed we are moving at
  • No one can predict the future.
    But you can learn from the past and you can look at what is happening right, right now.
  • IISS meet every two years. Analysis of the world
    The IISS was founded in the UK in 1958 with a focus on nuclear deterrence and arms control. Today, it is also renowned for its annual Military Balance assessment of countries' armed forces and for its high-powered security summits, including the Shangri-La Dialogue.
  • Trends, Pulled pork, Beetroot salads, Slate plates, Ice bucket challenge, chips in mugs, Cup cakes.
    Shorter shelf life, or product life cycle, almost ipmossible to predict, but those who reacted fast enough did well. E.g.
  • There are opportunities.
  • At what moment do you pivot, take your two feet safely off the ground and turn, move direction
  • Travel agents who still sell short haul, have been left behind.
    Travel writers who still work for print/magazines/newspapers, have been left behind, they no longer get paid.
    ADAPT, PIVOT, CHANGE, do something.
  • Video, live video, Meerkat, Periscope etc, still all just video. If the video itself is not good.
    Don’t get distracted. Stay focused on your niche, on what it is you do well.
    E.g. SAS trip to Gothenburg, two weeks ago, every article is already published, why the airline no longer looks at a route over 3 years. It’s a seasonal summer route only.
  • Skift
  • Cision Social PR Study 2015.
    Majority of PRs are using social media for promoting and reposting content.
  • Less dependent on each other.

    The study found that social media has made PRs and journalists less
    dependent on each other. PRs felt that nearly half (47%) of media professionals were less reliant
    on them because of social media while 34% agreed that they themselves were less dependent
    on journalists as they could reach their target audiences directly via social. This shifting balance
    within this relationship is likely to change over time as tailored social media tools enable PR
    professionals to reach their target audience directly. Equally, journalists will use different