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Being who you are: Quick tips on branding 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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