See the latest research from Phocuswright on the major shift in traveler behavior that’s putting traveler-generated photos front & center in the best visual marketing strategies. In this webinar presentation you’ll learn: -What the latest Phocuswright research on traveler behavior and visual marketing means for your brand -How leading travel brands are using Instagram and other social media channels as an unparalleled source of visual content -Why traveler-generated photos are the best at communicating the all-important experience of “being there” to prospective visitors -How to use traveler-generated photos to drive significant increases in booking, traffic, engagement, and the bottom line

1. © 2015 Phocuswright Inc. All Rights Reserved.
Kristen Hall | Enterprise Strategy Director for Travel at Olapic
Marcello Gasdia | Director of Consumer Research at Phocuswright
FROM INSTAGRAM
TO BOOKINGSVISUAL MARKETING STRATEGIES FOR TRAVEL BRANDS
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2. © 2015 Phocuswright Inc. All Rights Reserved.
ABOUT THE PRESENTERS
MARCELLO GASDIA
Marcello joins Phocuswright with a background in
applied market research. With an emphasis on
quantitative methodology, Marcello applies skills that
are fundamental to Phocuswright’s consumer research
projects including research design and implementation,
statistical analysis and meaningful dissemination.
KRISTEN HALL
Kristen has 8 years of travel industry marketing
experience, including recently accepting a 2015 Skiftie
award for Best Vendor for Travel Brands on behalf of
Olapic. She was also named one of Phocuswright’s
Class of 35 in 2014, a program designed to highlight
rising stars in travel, tourism and hospitality.
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3. © 2015 Phocuswright Inc. All Rights Reserved.
WEBINAR HOUSEKEEPING
Please ask questions in the question box or
tweet @Olapic on Twitter
A recording and a survey will be sent following
this webinar, please let us know how we did!
1
2

4. © 2015 Phocuswright Inc. All Rights Reserved.
How long will
we stay?
Beach vacation
or Disneyland?
Is this hotel right
for the children?
Should we
rent a car?
Should we
try Airbnb?
Are there fun
things to do
nearby?
How much am I
really ready to
spend?
Fly or drive?
Do I invite
the in-
laws?
Is the hotel
vegan
friendly?
Which hotels
have the best
reviews?

5. © 2015 Phocuswright Inc. All Rights Reserved.

6. © 2015 Phocuswright Inc. All Rights Reserved.

7. © 2015 Phocuswright Inc. All Rights Reserved.
Which websites have
the best price?
Where can I find
the most honest
reviews?
Is it cheaper
to rent an
apartment?
Which websites
show the most
options?
Where have my
friends stayed?
Where can I find
good travel
photography and
videos?
Which
websites are
easiest to
use?
Anyone know
a good travel
blog?

8. © 2015 Phocuswright Inc. All Rights Reserved.
Online Travel Agencies
Travel review
websites
Metasearch
Search engines
Supplier websites
Home and apartment
rental websites
Travel blogs
Social networks
Magazine and newspaper websites

9. © 2015 Phocuswright Inc. All Rights Reserved.
Reasons Online Hotel Shoppers Choose Specific Websites
Source: Phocuswright's U.S. Consumer Travel Report Seventh Edition
It is easy to use
It has the best prices/offers
I trust the brand
I had a good experience when I booked with that website before
It provides the most information and photography
0% 15% 30% 45% 60%

10. © 2015 Phocuswright Inc. All Rights Reserved.
Important Features and Functionality for Online Hotel Shoppers
Source: Phocuswright's U.S. Consumer Travel Report Seventh Edition
Traveler-submitted ratings/reviews
Interactive maps that display lodging and attractions
Traveler-submitted photos
Professional ratings/reviews
Professional photos
0% 11% 22% 33% 44%

11. © 2015 Phocuswright Inc. All Rights Reserved.
Types of Websites Used to Shop for Hotels
Online Hotel Shoppers

12. © 2015 Phocuswright Inc. All Rights Reserved.
Millennials (18-34) are the demographic
most likely to travel — and they had
another exceptional year in 2014.

13. © 2015 Phocuswright Inc. All Rights Reserved.
Millennials (18-34)
• 70% traveled in 2014
• Roughly $3,000 annual household leisure travel
spending
• 40% traveling 3 or more times per year
• Loyalty participation is soaring

14. © 2015 Phocuswright Inc. All Rights Reserved.
Devices Used to Shop for Leisure Travel, by Age
Source: Phocuswright's U.S. Consumer Travel Report Seventh Edition
PC Smartphone Tablet
18%
8%
81%
27%
22%
81%
32%
40%
75%
18-34 35-54 55+

15. © 2015 Phocuswright Inc. All Rights Reserved.

16. © 2015 Phocuswright Inc. All Rights Reserved.

17. © 2015 Phocuswright Inc. All Rights Reserved.

18. © 2015 Phocuswright Inc. All Rights Reserved.
22% Check-In for a flight
“During my last leisure trip, I used my smartphone to…”
15% Board an airplane
16% Manage my itinerary
Source: Phocuswright Inc.

19. © 2015 Phocuswright Inc. All Rights Reserved.

20. © 2015 Phocuswright Inc. All Rights Reserved.

21. © 2015 Phocuswright Inc. All Rights Reserved.
Personal conversations (in person or via phone)
Email
Posting on general social networking websites
Text messaging
Online instant messaging
Writing a review on a travel review website
Mobile messaging apps (e.g, WhatsApp)
0% 15% 30% 45% 60%
2012 2013
2014
Channels Used for Travel Sharing
Source: Phocuswright's Traveler Technology Survey 2014

22. © 2015 Phocuswright Inc. All Rights Reserved.
31%
35%
From home or work While traveling
Sharing Travel Experiences via Social Networks
Source: Phocuswright’s Traveler Technology Survey 2014

23. © 2014 Phocuswright Inc. All Rights Reserved.
FROM INSTAGRAM
TO BOOKINGSHow to use authentic traveler-generated photos
in your Marketing

24. IN THE TRAVEL INDUSTRY STOCK PHOTOS ALL LOOK THE SAME
$304/ NIGHT $229/ NIGHT

25. TEXT DESCRIPTIONS JUST DON’T DO OFFERINGS JUSTICE

26. AND ITS MISSING AUTHENTICITY THAT ONLY USER-GENERATED
CONTENT CAN PROVIDE
67%
of traveler trust UGC more than
brand-created content

27. CURRENTLY TRAVELERS ARE FORCED TO LEAVE BRAND
SITES TO FIND THIS CONTENT
On average travelers visit 37 webpages before booking. TripAdvisor made 1 billion
dollars in booking fees in 2013 from travelers looking for this authentic content.

28. OLAPIC CAN HELP COUNTER THIS THREAT

29. BRANDS CAN CAPTURE THE FEATURES OF THEIR PRODUCTS…
fans can capture the moments that happen there.

30. AND, UGC ON PROPERTY PAGES AS RICH VISUAL REVIEWS…
… giving traveler the confidence they need to book.

31. Customers and communities love to be
featured on site and engaging with other
customer photos
Customers are motivated and inspired
by other customers
Customer photos increase conversions
THE RESULTS ARE POWERFUL
.
.
.

32. © 2014 Phocuswright Inc. All Rights Reserved.
THE AMOUNT OF TRAVEL CONTENT ON INSTAGRAM ALONE IS STAGGERING
There are currently over 27 million photos hashtagged #vacation on Instagram alone.
364k 312k
218k
212k
225k
260k
929k 2.2m
346k
44k
241k359k
142k 447k
71k734k
92k
35k

33. THE POWER OF INSTAGRAM
322,784 posts

34. CONFIDENTIAL
Approve on-brand content and tag
directly to offerings.
Ask for rights for your favorite content
automatically and engage customers
in the process.
Turn your best content creators into
brand ambassadors in the process
CURATE
1
2

35. PUBLISH Mobile-Ready
CONFIDENTIAL
TARGET RESULTS:
• 44% increase in app revenue
• Increased add to cart rate from 12.5 to 15%
• Amazing press & featured at F8 Facebook
conference as best example of shoppable
Instagram
.
.
.

36. PUBLISH Post Stay Email
CONFIDENTIAL
Send a friendly email encouraging
happy travelers to share photos of their
experiences
.

37. PUBLISH On Property & Offline
CONFIDENTIAL
Leverage your rights-approved content
across multiple marketing channels
including owned and paid from one
simple dashboard
Reach and inspire potential brand
ambassadors through fresh and relevant
content
.
.

38. Incorporate UGC into collateral,
catalogs and other print material
EXTEND Print advertising & Collateral
CONFIDENTIAL
.

39. Send user photos to social media sites like
Pinterest, Facebook and Instagram straight
from Olapic’s platform with a few clicks
EXTEND Publish to Social Media
CONFIDENTIAL
.

40. Eliminate guess work from your creative by
inserting top performing UGC into your ads
Reduce cost, time and effort of production
Always have original and fresh images for
advertising
Improve your Ad performance
CONFIDENTIAL
EXTEND Instagram Ads
.
.
.
.

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CONTENT TYPE CLICKTHROUGH RATE
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$3.20 1.8

42. +
QUESTIONS?

43. +
THANK YOU
Attending the Phocuswright Conference in Ft. Lauderdale?
Visit Olapic’s kiosk and join our workshop session on using traveler-generated
photos to drive bookings.