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[Accommodation Marketing] Today's Socially Inspired Traveller

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Travel decision making is emotional. How a place makes us feel plays a large part in likelihood to visit. But it isn’t exclusively destination that’s driven by emotion; our emotional response to accommodation is also important and frequent.

In a marketplace where emotion is key, visual stimulation and inspiration is key to influencing traveller decision making. And, as Google’s Travel Study unearthed, most of us ‘begin researching online’ before deciding ‘where or how… to travel’. Predicted to top 2.9 billion users by 2020, social media represents a large portion of that digital audience, making it a key source of inspiration for many.

This week, Managing Director at Digital Visitor, Anthony Rawlins, took to the stage at the prestigious Association of Serviced Apartment Providers (ASAP) Conference in London. In his presentation, he discussed the ‘socially inspired traveller’ and how serviced apartment providers can use social media to engage visitors emotionally across channels.

Below is the presentation as it appeared on stage, from which you can expect to gain an understanding of:

The importance of emotion in travel decision making
How emotion is tied into choice of accommodation
The part digital and social currently plays in decision making
Specific examples on social media and Facebook
Social media advertising and background
Performance of social media vs. traditional media

Published in: Travel
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[Accommodation Marketing] Today's Socially Inspired Traveller

  1. 1. Today’s ‘socially’ inspired traveller ASAP
  2. 2. About us People you can talk to. Results that speak for themselves. An award-winning social media agency, we're constantly evolving to push the limits of what your business can achieve. 2
  3. 3. Accolades 3 ‘Social Media Agency of the Year’ ‘South Marketing Agency of the Year’ ‘Social Media Agency of the Year’ ‘South Marketing Agency of the Year’ ‘Social Media Agency of the Year’ ‘Tourism Campaign of the Year’
  4. 4. Our clients 4
  5. 5. Where would you stay? 5
  6. 6. “I could make it a place I lived in…” 6
  7. 7. Emotional choice • Space • Freedom • Privacy • Quality • Homely • Local • Experience 7
  8. 8. Marketplace 8 • Awareness increasing • Business stronger • Leisure a challenge • What do SA brands stand for? • Emotions key • How to communicate? BDRC International – Hotel Guest Survey 2016
  9. 9. Is the message clear? 9 A hotel with more space and amenities? An ‘Airbnb’ with brand standard? Living Privacy Homely Freedom Shared values
  10. 10. Research to booking 10 • Research gateway to booking • How researching? • Digital the key channel • Research on mobile • Content snacking • Book on desktop
  11. 11. Social media approach • Great for snackable content • Convey emotion • Content says “why here/us?” • Drive brand awareness and credibility • Create touch points • LinkedIn good for business 11
  12. 12. Social media approach • Facebook key too • Twitter for corporate comms • Trend for Instagram too • Realistic content schedule 12
  13. 13. Facebook example 13 • Targeted content • Relevant & informative • How improved? • Linked to blog post • Small post boost • Custom audience • Reach, awareness & traffic
  14. 14. LinkedIn example 14
  15. 15. Other examples 15
  16. 16. Other examples 16
  17. 17. Social Advertising 17 • Becoming a serious contender • ‘outcomes’ have developed significantly • Direct bookings • Content driven; emotional reinforcement
  18. 18. Social vs. traditional 18 Channel Impressions Clicks Cost Daily Telegraph 1,336,760 5,333 £35,000 Readers Digest 1,200,000 3,390 £25,000 Guardian 412,000 £30,000 Facebook
  19. 19. Social vs. traditional 19 Channel Impressions Clicks Cost Daily Telegraph 1,336,760 5,333 £35,000 Readers Digest 1,200,000 3,390 £25,000 Guardian 412,000 £30,000 Facebook 562,000 18,750 £15,000
  20. 20. Social vs. traditional 20 Channel Impressions Clicks Cost Lonely Planet 500,000 3,400 £17,820 Trip Advisor 1,822,834 £25,500 Travel network 3,000,000 2,177 £32,400 Facebook
  21. 21. Social vs. traditional 21 Channel Impressions Clicks Cost Lonely Planet 500,000 3,400 £17,820 Trip Advisor 1,822,834 £25,500 Travel network 3,000,000 2,177 £32,400 Facebook 750,000 27,222 £17,500
  22. 22. Learnings • Audience awareness growing • Need to communicate emotional value • Digital critical for travel research & booking • Social perfect to host “snackable” content • Create touch points – business & leisure audiences • Content - tell not sell but some offers – boost • Social Advertising now a contender • Big opportunity to do it right 22
  23. 23. Questions Rich Birtwhistle Sales Director +44 (0) 7809 205 293 rich@digitalvisitor.com 23

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