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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 JORD...
Peter Jordan
Senior Tourism Analyst
→ Trend watcher, tourism industry analyst
and Millennial traveller
→ Strategic advisor...
360º Integrated Destination
Marketing and Management
Agency
Winner: Red Dot Marketing Award
2015
Official Research Partner
to
European Cities
MarketingWe’re practitioners at the lead...
PLUS a team of 150 quirky, creative, enthusiastic
and
highly imaginative digital media specialists
Strategy & Research
DESTINATION AUDITS
TOURISM MASTER PLANS
FEASIBILITY STUDIES
MARKET INTELLIGENCE
POLICY ADVICE & GOVERN...
We’re part of a major digital
agency
and e-business consultancy
(150+ staff, Athens)
DIGITAL
DIGITAL CAMPAIGNS / WEB ANALYTICS & METRICS / SEO
WEB DESIGN, CONSTRUCTION & HOSTING / USER TESTING
EMAIL MARKETIN...
In this presentation:
Why and how people travel today
><
Top tips for everyone
SO, WHERE
DO I
START?
THINK:
Why do
people travel
today?
To restore
some
balance
between
work and
leisure
To improve
health and
wellbeing
To seek knowledge
and acquire new
skills
To seek
happine
ss
LOOKING FOR AUTHENTIC EXPERIENCES
FOOD / DRINK / FASHION / DESIGN / ART /
CRAFTS / WILDLIFE / ARCHITECTURE /
LANSCAPES / L...
Today, people
have a brand
too
“Millennials are spending their
money in a curated way that
sends a message about
themselves and their own
brand”
Josh Wya...
Content is
key!
THINK:
How do
people
travel
today?
CONNECTED
AT EVERY STEP
OF THE
JOURNEY
RECEIVE
inspiration all
day, every day
In NEED of
quick and easy
interaction with
friends, family,
colleagues and
YOU!
ENGAGE WITH YOUR AUDIENCE AT
ALL STAGES OF THE VISITOR JOURNEY
BOOKING
• Upsell
• Cross-Sell
• Upgrades
PLAN
• Personaliz
...
EXPECT to use
mobile apps
and mobile-
friendly
websites to
find what they
need
Happy to buy
products and
services from
people they’ve
never heard of, as
long as they’re
TRUSTED
TOP TIPS, FOR WHEREVER
YOU DECIDE TO TAKE YOUR
BRAND
1.
Think about what travel
really means to your
customers
2.
Be authentic: be who you
really are and don’t be
afraid to have a
personality!
3.
The people behind your
brand have to be visible,
proactive and personable
4.
Your website must be beautiful
and your contact points (social
media, contact page, IM) must
invite interaction
5.
You don’t have to keep creating
content yourself, but you should
curate content that matches
your brand well
6.
Your online interaction (reacting
to reviews, enquiries,
comments) must be clear,
transparent, personable and
trustwort...
NICE TO
MEET YOU!
pjordan@toposophy.com
Toposophy.com
@Toposophy
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Being who you are: Quick tips on branding in travel

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

Published in: Travel
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Being who you are: Quick tips on branding in travel

  1. 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. 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. 3. 360º Integrated Destination Marketing and Management Agency
  4. 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. 5. PLUS a team of 150 quirky, creative, enthusiastic and highly imaginative digital media specialists
  6. 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. 7. We’re part of a major digital agency and e-business consultancy (150+ staff, Athens)
  8. 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. 9. In this presentation: Why and how people travel today >< Top tips for everyone
  10. 10. SO, WHERE DO I START?
  11. 11. THINK: Why do people travel today?
  12. 12. To restore some balance between work and leisure
  13. 13. To improve health and wellbeing
  14. 14. To seek knowledge and acquire new skills
  15. 15. To seek happine ss
  16. 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. 17. Today, people have a brand too
  18. 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. 19. Content is key!
  20. 20. THINK: How do people travel today?
  21. 21. CONNECTED AT EVERY STEP OF THE JOURNEY
  22. 22. RECEIVE inspiration all day, every day
  23. 23. In NEED of quick and easy interaction with friends, family, colleagues and YOU!
  24. 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. 25. EXPECT to use mobile apps and mobile- friendly websites to find what they need
  26. 26. Happy to buy products and services from people they’ve never heard of, as long as they’re TRUSTED
  27. 27. TOP TIPS, FOR WHEREVER YOU DECIDE TO TAKE YOUR BRAND
  28. 28. 1. Think about what travel really means to your customers
  29. 29. 2. Be authentic: be who you really are and don’t be afraid to have a personality!
  30. 30. 3. The people behind your brand have to be visible, proactive and personable
  31. 31. 4. Your website must be beautiful and your contact points (social media, contact page, IM) must invite interaction
  32. 32. 5. You don’t have to keep creating content yourself, but you should curate content that matches your brand well
  33. 33. 6. Your online interaction (reacting to reviews, enquiries, comments) must be clear, transparent, personable and trustworthy
  34. 34. NICE TO MEET YOU! pjordan@toposophy.com Toposophy.com @Toposophy

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