The document discusses how travel companies can better connect travelers with inspiration for trips and directly book travel arrangements. It notes that while magazines, TV and newspapers have long inspired travel, planning falls on travelers. The proposed solution is to tap into online travel influencers and build a platform where travelers can be inspired and book travel in one place. Key learnings include incentivizing customers and influencers, understanding that social media relies on real relationships, and starting small to test ideas.

1. Selling travel in a
changing climate
Spencer Spellman
@spencerspellman
spencer.spellman@gmail.com
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2. What we’re not selling…
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3. What we ARE selling…
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4. And….
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5. Travel by the numbers
• 3 out of every 4 people post photos
to social networking sites from a trip
(Four Pillars Hotels).
• 92% of consumers say they trust
earned media, such as social media,
word of mouth, and
recommendations from friends and
family, above all other forms of
advertising (Four Pillars Hotels).
• 82% of consumers trust a company
more if they are involved with social
media (Forbes).
• 1 out of 4 travelers read travel blog
content to plan trips.
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6. Tweetables
• Travel isn’t just a transaction. It’s a collection of experiences that live
beyond a departure and arrival date.
• What happens on vacation goes on social media…3 out of every 4
travelers to a destination post photos on social media.
• Content is still king. 1 out 4 travelers consult a travel-related blog when
planning their travels.
• Social media is social. It is only as strong as the long-term online/offline
relationships that result from it.
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7. The Problem
• A disconnect between
travelers being inspired and
booking the trip that has
inspired them.
• Magazines, newspapers,
and television shows have
long inspired people to
travel, but it’s been left to
the traveler to do the heavy
lifting of planning and
booking a trip.
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8. The Solution
• Tap into
influencers in the
online travel
community.
• Create a platform
in which travelers
can both be
inspired and book
travel all in one
place.
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9. #Expediachat
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10. Results
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11. Expedia Viewfinder
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12. Key learnings
• Incentivizing customers.
• Incentivizing influencers/bloggers.
• Social media is “social”. It’s only as
strong as the online/offline relationships
that result from it.
• Start small and then test and learn.
• It’s not about big numbers but the right
numbers.
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14. Future of travel: 4 M’s
• Mobile
• Multimedia
• Multiple devices
• Millennials
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15. Tweetables
• Travel isn’t just a transaction. It’s a collection of experiences that live
beyond a departure and arrival date.
• What happens on vacation goes on social media…3 out of every 4
travelers to a destination post photos on social media.
• Content is still king. 1 out 4 travelers consult a travel-related blog when
planning their travels.
• Social media is social. It is only as strong as the long-term online/offline
relationships that result from it.
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