What we’ll be covering
Discover Valuable Information Regarding the Multi-Billion Dollar American Tourist Market
JASON McDONALD
StringCan Interactive
We build digital roadmaps that win!
@stringcanagency
@JasonMcDonaldIntl
linkedin.com/company/stringcan-interactive
fr.linkedin.com/in/jasondmcdonald/
stringcaninteractive.com
stringcaninteractive.fr
Understand American’s Purchasing Patterns and Growth Segments
3 Simple & Proven Strategies to Attract American Consumers
How you can win a free custom analytics dashboard for your company!
Average American Insight
How do they see European Travel:
Easy to get around
A chance to try their second language
A chance to experience “real” history and culture
An opportunity to trace family history
Some Numbers to Think About
54% of users said recommendations from friends or family are the most influential factors when choosing a destination
65% say they use Google to research their trip
71% of trip for leisure are planned less than 3 months before the vacation
35% of trips are planned one month before the trip
Babyboomer insights
Things to remember
They are more active than the WWII generation
They are in better health than any retirement generation in history
They are less likely to travel in groups
Create Powerful and Relevant Content!
American’s are hungry for information
Content is vital to being found online and to engaging with your audiences
Content is an opportunity to define your brand
4 changes every travel company should make because of Google’s Hummingbird Update
Add relevant new content regularly
Make sure you are creating positive social signals
Encourage and facilitate positive reviews
Develop natural validation (travel blogs)
Speak English not Franglish
Know Your Audience and Speak to Them Directly
Each audience has its own set of goals.
Do you know who your ideal audiences is and how to best reach them through your website, search, social, and other online channels.
3 Proven Strategies to Attract Americans
Provide a lot of info about your brand – American’s need Information
Make sure your English is American English
Know your audience segments and speak directly to all of them
Este documento proporciona información sobre la formulación básica de perfiles de proyecto. Define un proyecto como un conjunto de actividades interrelacionadas y coordinadas para alcanzar objetivos específicos dentro de límites de tiempo y presupuesto. Explica que la gestión de proyectos aplica conocimientos y habilidades para satisfacer los requisitos del proyecto. También describe los tipos de proyectos, incluidos los productivos y públicos, y la planificación del ciclo de vida de un proyecto.
Este documento presenta el plan docente de la materia Expresión Oral y Escrita. Contiene información sobre el profesor a cargo, datos de la materia, competencias a desarrollar, contenidos y planificación general organizada en cuatro capítulos, fechas importantes, sistema de evaluación y recursos de apoyo. El objetivo es que los estudiantes logren un adecuado razonamiento verbal y escrito y la capacidad de redactar diferentes tipos de documentos de manera correcta y con un estilo personal.
This document provides instructions for distributing planned costs from one cost center to another using transaction code KSVB. The distribution is done using primary cost elements and requires that planned costs have already been entered on the sender cost center. The transaction guide outlines 8 steps for executing a cost distribution including double clicking on KSVB - Distribution, running a test, executing the distribution, and confirming the distribution.
OW2 Talend Data Integration Linuxtag09 (German)Catherine Nuel
Talend is a leading provider of open source data integration software that makes data integration solutions available to organizations of all sizes and integration needs. It offers the Talend Integration Suite for ELT, ETL, code generation with broad connectivity and indemnification, and the Talend Data Quality suite for data profiling, cleansing, and standardization. The Talend Integration Suite MPX provides massively parallel processing capabilities through filescale technology and the usage of modern multi-server architectures. Talend serves customers across various industries including finance, services, manufacturing, retail, and public sector.
El documento presenta Wink, un programa gratuito para crear tutoriales interactivos capturando la pantalla del computador. Explica que Wink permite grabar la pantalla y voz, y exportar los tutoriales a diferentes formatos como Flash. También describe cómo iniciar un nuevo proyecto en Wink capturando pantallas o insertándolas manualmente, y cómo editar los proyectos agregando o eliminando marcos. El objetivo es mostrar cómo usar Wink para diseñar tutoriales educativos.
Este documento describe la importancia de aprender a usar el teclado de manera efectiva y las técnicas para enseñar esto. Explica que usar el teclado es una habilidad necesaria pero que pocas escuelas lo enseñan formalmente. Recomienda dedicar tiempo específico para enseñar la posición correcta de las manos, ejercicios de memoria sobre la ubicación de las teclas y la práctica repetida para mejorar la digitación.
Este documento proporciona información sobre la formulación básica de perfiles de proyecto. Define un proyecto como un conjunto de actividades interrelacionadas y coordinadas para alcanzar objetivos específicos dentro de límites de tiempo y presupuesto. Explica que la gestión de proyectos aplica conocimientos y habilidades para satisfacer los requisitos del proyecto. También describe los tipos de proyectos, incluidos los productivos y públicos, y la planificación del ciclo de vida de un proyecto.
Este documento presenta el plan docente de la materia Expresión Oral y Escrita. Contiene información sobre el profesor a cargo, datos de la materia, competencias a desarrollar, contenidos y planificación general organizada en cuatro capítulos, fechas importantes, sistema de evaluación y recursos de apoyo. El objetivo es que los estudiantes logren un adecuado razonamiento verbal y escrito y la capacidad de redactar diferentes tipos de documentos de manera correcta y con un estilo personal.
This document provides instructions for distributing planned costs from one cost center to another using transaction code KSVB. The distribution is done using primary cost elements and requires that planned costs have already been entered on the sender cost center. The transaction guide outlines 8 steps for executing a cost distribution including double clicking on KSVB - Distribution, running a test, executing the distribution, and confirming the distribution.
OW2 Talend Data Integration Linuxtag09 (German)Catherine Nuel
Talend is a leading provider of open source data integration software that makes data integration solutions available to organizations of all sizes and integration needs. It offers the Talend Integration Suite for ELT, ETL, code generation with broad connectivity and indemnification, and the Talend Data Quality suite for data profiling, cleansing, and standardization. The Talend Integration Suite MPX provides massively parallel processing capabilities through filescale technology and the usage of modern multi-server architectures. Talend serves customers across various industries including finance, services, manufacturing, retail, and public sector.
El documento presenta Wink, un programa gratuito para crear tutoriales interactivos capturando la pantalla del computador. Explica que Wink permite grabar la pantalla y voz, y exportar los tutoriales a diferentes formatos como Flash. También describe cómo iniciar un nuevo proyecto en Wink capturando pantallas o insertándolas manualmente, y cómo editar los proyectos agregando o eliminando marcos. El objetivo es mostrar cómo usar Wink para diseñar tutoriales educativos.
Este documento describe la importancia de aprender a usar el teclado de manera efectiva y las técnicas para enseñar esto. Explica que usar el teclado es una habilidad necesaria pero que pocas escuelas lo enseñan formalmente. Recomienda dedicar tiempo específico para enseñar la posición correcta de las manos, ejercicios de memoria sobre la ubicación de las teclas y la práctica repetida para mejorar la digitación.
El documento presenta los propósitos, diagnóstico, direccionamiento estratégico y políticas de adopción de las TIC en una sede educativa. Los propósitos son implementar las TIC de forma sostenible, desarrollar competencias del siglo XXI y hacer productos comunicativos sobre la comunidad. El diagnóstico incluye caracterizar a la población, artefactos tecnológicos disponibles e indagar sobre acceso a computadores e internet. El direccionamiento estratégico propone campañas para fortalecer el respeto a la priv
Tornano anche quest'anno, il 6, 7 e 8 giugno, i Giorni dello Sport e del Volontariato della Circoscrizione 3, una grande vetrina per le oltre cento associazioni sportive e di volontariato che operano nei nostri quartieri. Volontari, educatori, sportivi, allenatori, maestri, artisti...
El documento discute la importancia de garantizar un ambiente de respeto por la diversidad en el aula. Señala que los docentes deben respetar las características individuales de cada estudiante y las diferentes culturas, etnias, géneros y orientaciones sexuales para que todos puedan desarrollar sus habilidades. También explica que la educación intercultural, el uso de contenidos diversos y la reducción de prejuicios pueden ayudar a fomentar la inclusión y respeto por la diversidad.
En esta actividad ambientamos la clase para construir unos ríos en los que los alumnos tenían que vivir, uno de ellos estaba totalmente sucio y apestoso mientras el otro era cristalino y lleno de vida, de este modo vivenciaron las consecuencias de la contaminación ambiental.
El documento describe los objetivos y estrategias del Plan Nacional de Desarrollo 2013-2017 de Ecuador para mejorar el sistema educativo. Entre las metas se encuentran garantizar el acceso universal a la educación de calidad y equidad, fortalecer la investigación científica, mejorar la nutrición estudiantil, capacitar a los docentes, y promover la interacción entre la educación, la producción y la investigación.
KoReTTALaV - Empowerment durch strategisches Online-ReputationsmanagementSibylle Würz
Folien meines Vortrags, den ich am 25.09.2014 auf der SMWBerlin gehalten habe.
KoReTTALaV ist eine didaktische Methode zum Aufbau einer Online-Reputation, die im Projekt "Perspektive 2.0 - Beruflich einsteigen mit kritischen Medienkompetenzen" im FrauenComputerZentrumBerlin e. V. (FCZB) entwickelt wurde. Dieses Projekt wird wissenschaftlich begleitet von dimeb, Universität Bremen, und gefördert durch das BMBF und den Europäischen Sozialfonds.
introducción ala entrega de trabajos escritosdanieltejedor19
Este documento proporciona información sobre la entrega de trabajos escritos de acuerdo con las normas Icontec. Explica las partes de un trabajo escrito como la introducción, capítulos, conclusiones y referencias. También define términos como márgenes, sangría, objetivos generales y específicos, y conclusiones. Por último, indica que se debe usar una sangría de 1.5 cm entre párrafos sin dejar líneas vacías.
How to Generate Add to Calendar Link using Cal.etY
Cal.et is a free tool that helps you create “Add to Calendar” links for your events. It supports popular calendar platforms like Google, Apple, Outlook, Yahoo, and Office365. Users can generate short, shareable URLs, customize event details, and even create QR codes for easy access. It’s ideal for embedding event links in emails, websites, and social media, making it easier for participants to save event information directly to their calendars.
This document was submitted as part of interview process for Marketing Specialist position at DTA Promotion, an Indonesian company which offers 360 degree marketing services, including ATL and BTL advertising platform.
Top 10 Digital Marketing Institute in lucknow.pptxzaireendigitech
Welcome to our ppt on the top 10 digital marketing institutes in Lucknow! If you're looking to enhance your skills in the dynamic field of digital marketing, Lucknow offers several excellent training options. Our curated list highlights the best digital marketing institutes in Lucknow, providing comprehensive courses that cover SEO, social media marketing, PPC, content marketing, and more. These institutes are renowned for their experienced faculty, practical training, and industry-relevant curriculum. Whether you're a beginner or a professional seeking to upgrade your skills, these institutes can help you achieve your career goals in digital marketing.
Why bridging the gap between PR and SEO is the only way forward for PR Profes...Isa Lavs
The lines between PR and SEO are blurring. SEOs are increasingly winning PR briefs by leveraging data and content to secure high-value placements. In this presentation, I explore the merging of PR and SEO, highlighting why SEO specialists are increasingly taking ‘PR’ business. I uncover the hidden SEO potential using PR tactics and discuss how to identify missed opportunities. I'll also offer insights into strategies for converting PR initiatives into successful link-building campaigns.
El documento presenta los propósitos, diagnóstico, direccionamiento estratégico y políticas de adopción de las TIC en una sede educativa. Los propósitos son implementar las TIC de forma sostenible, desarrollar competencias del siglo XXI y hacer productos comunicativos sobre la comunidad. El diagnóstico incluye caracterizar a la población, artefactos tecnológicos disponibles e indagar sobre acceso a computadores e internet. El direccionamiento estratégico propone campañas para fortalecer el respeto a la priv
Tornano anche quest'anno, il 6, 7 e 8 giugno, i Giorni dello Sport e del Volontariato della Circoscrizione 3, una grande vetrina per le oltre cento associazioni sportive e di volontariato che operano nei nostri quartieri. Volontari, educatori, sportivi, allenatori, maestri, artisti...
El documento discute la importancia de garantizar un ambiente de respeto por la diversidad en el aula. Señala que los docentes deben respetar las características individuales de cada estudiante y las diferentes culturas, etnias, géneros y orientaciones sexuales para que todos puedan desarrollar sus habilidades. También explica que la educación intercultural, el uso de contenidos diversos y la reducción de prejuicios pueden ayudar a fomentar la inclusión y respeto por la diversidad.
En esta actividad ambientamos la clase para construir unos ríos en los que los alumnos tenían que vivir, uno de ellos estaba totalmente sucio y apestoso mientras el otro era cristalino y lleno de vida, de este modo vivenciaron las consecuencias de la contaminación ambiental.
El documento describe los objetivos y estrategias del Plan Nacional de Desarrollo 2013-2017 de Ecuador para mejorar el sistema educativo. Entre las metas se encuentran garantizar el acceso universal a la educación de calidad y equidad, fortalecer la investigación científica, mejorar la nutrición estudiantil, capacitar a los docentes, y promover la interacción entre la educación, la producción y la investigación.
KoReTTALaV - Empowerment durch strategisches Online-ReputationsmanagementSibylle Würz
Folien meines Vortrags, den ich am 25.09.2014 auf der SMWBerlin gehalten habe.
KoReTTALaV ist eine didaktische Methode zum Aufbau einer Online-Reputation, die im Projekt "Perspektive 2.0 - Beruflich einsteigen mit kritischen Medienkompetenzen" im FrauenComputerZentrumBerlin e. V. (FCZB) entwickelt wurde. Dieses Projekt wird wissenschaftlich begleitet von dimeb, Universität Bremen, und gefördert durch das BMBF und den Europäischen Sozialfonds.
introducción ala entrega de trabajos escritosdanieltejedor19
Este documento proporciona información sobre la entrega de trabajos escritos de acuerdo con las normas Icontec. Explica las partes de un trabajo escrito como la introducción, capítulos, conclusiones y referencias. También define términos como márgenes, sangría, objetivos generales y específicos, y conclusiones. Por último, indica que se debe usar una sangría de 1.5 cm entre párrafos sin dejar líneas vacías.
How to Generate Add to Calendar Link using Cal.etY
Cal.et is a free tool that helps you create “Add to Calendar” links for your events. It supports popular calendar platforms like Google, Apple, Outlook, Yahoo, and Office365. Users can generate short, shareable URLs, customize event details, and even create QR codes for easy access. It’s ideal for embedding event links in emails, websites, and social media, making it easier for participants to save event information directly to their calendars.
This document was submitted as part of interview process for Marketing Specialist position at DTA Promotion, an Indonesian company which offers 360 degree marketing services, including ATL and BTL advertising platform.
Top 10 Digital Marketing Institute in lucknow.pptxzaireendigitech
Welcome to our ppt on the top 10 digital marketing institutes in Lucknow! If you're looking to enhance your skills in the dynamic field of digital marketing, Lucknow offers several excellent training options. Our curated list highlights the best digital marketing institutes in Lucknow, providing comprehensive courses that cover SEO, social media marketing, PPC, content marketing, and more. These institutes are renowned for their experienced faculty, practical training, and industry-relevant curriculum. Whether you're a beginner or a professional seeking to upgrade your skills, these institutes can help you achieve your career goals in digital marketing.
Why bridging the gap between PR and SEO is the only way forward for PR Profes...Isa Lavs
The lines between PR and SEO are blurring. SEOs are increasingly winning PR briefs by leveraging data and content to secure high-value placements. In this presentation, I explore the merging of PR and SEO, highlighting why SEO specialists are increasingly taking ‘PR’ business. I uncover the hidden SEO potential using PR tactics and discuss how to identify missed opportunities. I'll also offer insights into strategies for converting PR initiatives into successful link-building campaigns.
A brief analysis of SHEIN's digital transformation.
SHEIN’s business model:
1. D2C cross-border ecommerce: SHEIN integrate the manufactures from Guanzhou to make clothes and deliver direct to customers.
2. Digital marketing: Data driven online marketing for user acquisition.
3. Digital transforming vendor chain: the most core of the revolution to shorten the innovation and lead time.
4. Outstanding user experience: International delivery in high efficiency
Leverage four parts of the user satisfaction process and integrate related resource and information flow, which making SHEIN an international leading D2C ecommerce company.
• Keeping utilizing data in all process is another core capability. From the page click, sales metrics, fabric sourcing to manufacturing time, all data is integrated for decision making, leading an upward customer preference and much efficient business decision making process.
INTRODUCTION TO SEARCH ENGINE OPTIMIZATION (SEO).pptxGiorgio Chiesa
This presentation is recommended for those who want to know more about SEO. It explains the main theoretical and practical aspects that influence the positioning of websites in search engines.
Embark on style journeys Indian clothing store denver guide.pptxOmnama Fashions
Finding the perfect "Indian Clothing Store Denver" is essential for those seeking vibrant, authentic, and culturally rich attire in the heart of Colorado. Denver, a city known for its diverse culture and eclectic fashion scene, offers a variety of options for those in search of traditional and contemporary Indian clothing. Whether you're preparing for a wedding, festival, or cultural event, or simply wish to incorporate the elegance and beauty of Indian fashion into your wardrobe, discovering the right store can make all the difference.
HEM Webinar - Navigating the Future - Social Media Trends for 2024 in Educati...Higher Education Marketing
Explore our comprehensive slides on the 2024 social media landscape, tailored for educators and marketing professionals in the field of education. With more than 5 billion social media users worldwide and an average individual engagement across as many as seven platforms monthly, understanding these dynamics is crucial for effective educational outreach. Our slides delve into the pivotal trends and strategic adaptations necessary for thriving in this digital arena. Don't miss this opportunity to enhance your strategies with our expert insights.
Evaluating the Effectiveness of Women-Focused MarketingHighViz PR
Women centric marketing is a vital part in reaching one of the most influential groups of consumers. Here is a guide to know and measure the impact of women-centric marketing efforts-
Top 10 AI Trends to Watch in 2024 with Intelisyncnehapardhi711
As we advance further into the digital age, artificial intelligence (AI) continues to evolve, shaping various industries and aspects of our daily lives. The advancements in AI for 2024 promise significant transformations across multiple sectors. From agentic AI and open-source AI to AI-powered cybersecurity and sustainability, these trends highlight the growing influence of AI on our world. By staying informed and embracing these trends, businesses and individuals can harness the power of AI to innovate and thrive.
This article explores the top 10 AI trends to watch in 2024, providing an overview, impact, and examples of each trend.
Top 10 AI Trends to Watch in 2024
Trend 1: Agentic AI
Overview of Agentic AI
Agentic AI represents a fundamental shift in artificial intelligence. These AI systems are designed to comprehend complex workflows and pursue difficult objectives autonomously, with minimal human assistance. Essentially, agentic AI functions similarly to human employees, understanding intricate contexts and instructions in normal language, defining goals, deducing subtasks, and adapting actions to changing circumstances.
Impact of Agentic AI
Agentic AI has the potential to drastically alter organizational roles, procedures, and relationships. AI assistants with advanced thinking and planning capabilities can perform tasks previously managed by humans. This shift enhances productivity by fully automating complex processes, freeing workers from repetitive tasks to focus on more critical activities. The ability to adapt quickly to changing circumstances ensures continuous operational improvements.
Examples and Use Cases of Agentic AI
Autonomous Vehicles: Self-driving cars use agentic AI to navigate roads, interpret traffic signals, and make real-time decisions to ensure passenger safety.
Smart Home Devices: AI-powered home assistants, like smart thermostats and security systems, operate autonomously to optimize energy usage and enhance security.
Customer Service Bots: Advanced chatbots handle complex customer queries, provide solutions, and escalate issues to human agents when necessary.
Trend 2: Open Source AI
Overview of Open Source AI
Open-source AI involves freely available source code, encouraging developers to collaborate, use, adapt, and share AI technology. This openness fosters innovation and speeds up the development of practical AI solutions across various sectors, including healthcare, finance, and education.
Impact of Open Source AI
The collaborative nature of open-source AI promotes transparency and facilitates continuous improvement, leading to feature-rich, reliable, and modular solutions. These platforms enable the creation of applications such as real-time fraud detection, medical image analysis, personalized recommendations, and customized learning experiences.
Examples and Use Cases of Open Source AI
TensorFlow: An open-source machine learning framework by Google, widely used for building and deploying AI models.
Meta Revolutionizes Product Promotion with Automated Video Catalog Ads.pptxprovidenceadworks416
As a digital marketer, I am thrilled to see Meta revolutionizing product promotion with its new automated video catalog ads. This innovative feature allows anyone to seamlessly integrate dynamic video content into my catalog product ads, enhancing the visual appeal and engagement of campaigns. By leveraging Meta's advanced AI and machine learning capabilities, one can automatically deliver tailored video ads to the most interested users, boosting traffic and conversions. This new approach not only simplifies the ad creation process but also significantly improves performance and ROI.
Advanced Storytelling Concepts for MarketersEd Shimp
Every marketer knows you’re supposed to tell a story, but do you know how to tell a story? Do you know why you’re supposed to tell a story? Do you even truly know what a story is? While many marketing presentations emphasize the value of mythic storytelling, the nuts and bolts of actually constructing a story are never explored.
The goal of marketing may be to achieve specific KPIs that drive sales, which is very objective, but the top of the marketing funnel requires a softer approach. In our data-driven results-oriented fast-paced world, marketers must quantify results, but those results will never be achieved unless prospects are first approached with humanity.
There is a common misunderstanding that the so-called “soft skills” of marketing such as language and art are unmeasurable and subjective, but while the objective measures of market research are merely 100 years old, the rules of aesthetics have been perfected over the last 2,500 years.
Great story construction is a skill that requires significant knowledge and practice. This presentation will be a review of the ancient art of story construction.
We will discuss:
• Rhetoric – The art of effective communication
• The Socratic Method – You cannot teach, but you can persuade people to learn
• Plato’s Cave – You sell products, but you market ideas
• Aristotle’s Six Dramatic Elements – The secret recipe for marketing stories
This is for senior marketers who are tasked with creating effective narratives or guiding others in the process. By the end of the session, attendees will have gained the knowledge needed to work storytelling into all phases of the buyer’s journey.
2. JASON McDONALD
StringCan Interactive
We build digital roadmaps that win!
@stringcanagency
@JasonMcDonaldIntl
linkedin.com/company/stringcan-interactive
fr.linkedin.com/in/jasondmcdonald/
stringcaninteractive.com
stringcaninteractive.fr
My Passion:
Help companies access the
US market successfully
My Marketing Talent:
Connecting clients to their
ideal audience online
StringCan Mission:
Making Complex Simple!
3. What we’ll be covering
• Discover Valuable Information Regarding the
Multi-Billion Dollar American Tourist Market
• Understand American’s Purchasing Patterns
and Growth Segments
• 3 Simple & Proven Strategies to Attract
American Consumers
• How you can win a free custom analytics
dashboard for your company!
#AmericanTourists
4. Who is StringCan
We are a global digital marketing
group with locations in the United
Headquarters
Scottsdale,
Arizona
States and France.
International
Paris, France
#AmericanTourists
Baked and
Branded –
Boston Mass.
7. Tourism Industry
• International tourist arrivals (overnight
visitors) grew by 4% in 2012, topping the 1
billion visitor mark globally for the first time
in history.
• Travel sites are taking a huge piece of
travel companies profits.
#AmericanTourists
8. The Question Is
Are Americans right for
your business?
#AmericanTourists
9. What do you think?
How many American’s have passports?
A. 48 million
B. 110 million
C. 203 million
D. 304 million
#AmericanTourists
10. Statistics on America
US Population
314 million
The number of people who
speak the same language
298 millions
Americans with
passports
110
millions
#AmericanTourists
11. We’re going to look at three groups
of Americans?
Average
Americans
Babyboomers Affluent
Americans
#AmericanTourists
12. Average Americans
13
Average Number of
Vacation Days
23.4
Million
Americans
visited Europe
in 2013 $2,204
17%
Is the increase in
American travel
plans in 2013
Average American spends per trip
“US travel
demand
continued to grow
to Europe as a
whole in 2013”
• European Travel Commission, European Tourism
2013 – Trends & prospects, Quarterly Report –
Q4/2013
• European Travel Commission, Marker Insights,
United States, July 2009
#AmericanTourists
13. Average American Insight
How do they see European Travel:
• Easy to get around
• A chance to try their second language
• A chance to experience “real” history
and culture
• An opportunity to trace family history
#AmericanTourists
14. What do you think?
What percentage of American tourist visit more than
one country while on vacation in Europe?
A. 5%
B. 30%
C. 55%
D. 83%
#AmericanTourists
15. Average Americans Today
• More have traveled outside the US than
ever before
• They are less ignorant about the country they
are visiting
• The 10 countries in 10 days is now a cliché –
70% only travel to one country per trip
• They expect a lot of quality information about
the trip
• They expect certain standards to be met
when they are in Europe
#AmericanTourists
16. When do they travel?
Most Americans
travel between
May and
September
Peak travel
occurs in the
summer months
Average
European
trips for
Americans
last 18.3 days
Tips of 1-2
weeks are
growing
#AmericanTourists
17. How do American’s Want to Spend
Their Vacations?
30%
Planning local
shopping trips
al activities 36%
26%
Learning about the
local food and
cuisine
24%
Partaking in
learning/education
Immersing themselves into the
local culture
23%
Visiting historical
sites and
monuments
#AmericanTourists
18. Americans in Europe
85% 75%
Top 5
activities
in Europe
Shopping
53%
Visiting small
cities
70%
Visiting
Historical
places
53%
Site seeing
in cities
Eating in
restaurants
The Resonance Report 2013, US Affluent Travel and
Leisure
#AmericanTourists
19. Some Numbers to Think About
• 54% of users said recommendations from
friends or family are the most influential factors
when choosing a destination
• 65% say they use Google to research their trip
• 71% of trip for leisure are planned less than 3
months before the vacation
• 35% of trips are planned one month before the
trip
TIA Leisure Travel Planning Report
Guidelines, Beyond Booking Report
#AmericanTourists
20. What are they saying about
Online?
How do Americans rank aspects of a travel website
as most compelling?
• 34% Reviews by other travelers
• 32% Photos / Slideshows
• 25% Articles on the destination / area
TIA Leisure Travel Planning Report
Guidelines, Beyond Booking Report
#AmericanTourists
22. What is a babyboomer?
2011
The first year boomers
turned 65 years old
76
Million
Between 1946 and
1964 a lot of babies
were born
8,000
Boomers turn 65 a day
65
Retirement
age in the
US
Boomers outspend
younger adults
online
2:1
on a per-capita
basis
(Forrester Research).
#AmericanTourists
(Forrester Research).
23. Boomer Online
61%
Use Social
Media
53%
Use it more
than 6 hours a
week
97%
Use
Facebook
26%
Use Blogs 80%
36%
Use Pinterest
Book
Travel
online
StringCan Interactive Survey client survey
#AmericanTourists
24. Boomer Traveling
37%
of the US
population
$100K
Avg.
household
income 30.6%
75%
Spend up to
20% of their
income on
travel
78%
Said price was the
biggest factor in
planning a trip
80%
Book
Travel
online
#AmericanTourists
StringCan Interactive Survey client survey
25. Babyboomer insights
Things to remember
• They are more active than the WWII
generation
• They are in better health than any
retirement generation in history
• They are less likely to travel in groups
#AmericanTourists
27. Who are Affluent Americans
Incomes of
$150K
or more
57%
Planned
Family
Vacations in
2008
29%
Of spending on both air
travel and lodging
9%
Of
American
Household
s
65%
Booked Vacations
online (under 55 years old
The Resonance Report 2013, US Affluent Travel and
Leisure
#AmericanTourists
28. Affluent Accommodations
Where the
rich lay
their head
#1
Amenity –
High speed
internet
9%
Prefer cruise
ships
All –Inclusive
77%
Belong to
loyalty
Programs
Down from 22% in
2008 to 13% in
2012
The Resonance Report 2013, US Affluent Travel and
Leisure
#AmericanTourists
30. What do you think?
What was the name of the last major algorithm
change implemented by Google?
A. Panda
B. Penguin
C. Dragon
D. Hummingbird
E. Pigeon
#AmericanTourists
31. Create Powerful and Relevant
Content!
• American’s are hungry for information
• Content is vital to being found online
and to engaging with your audiences
• Content is an opportunity to define your
brand
#AmericanTourists
32. Can They Find You?
4 changes every travel company should make because of
Google’s Hummingbird Update
1. Add relevant new content regularly
2. Make sure you are creating positive social signals
3. Encourage and facilitate positive reviews
4. Develop natural validation (travel blogs)
#AmericanTourists
34. Use Social Media for Validation
• Social media is a great tool to validate your
brand experience.
• Not to drive people to your website.
#AmericanTourists
35. Speak English not Franglish
Will they be
able to speak
English?
#AmericanTourists
36. Know Your Audience and
Speak to Them Directly
Each audience has its own set of goals.
• Do you know who your ideal audiences is and how to
best reach them through your website, search, social,
and other online channels.
Researches
European Travel
Options on
Google
Looks at Peer
Reviews
Connects
Through
Facebook
#AmericanTourists
38. Use Data to Help Drive Your American
Marketing Strategy
Do this by tracking the progress of your:
• ROI
• Reputation
• Site Engagement
#AmericanTourists
39. Win A Custom Analytics
Dashboard
All attendees will receive an email to
sign up to win the free dashboard!
#AmericanTourists
40. 3 Proven Strategies to Attract
Americans
• Provide a lot of info about your brand – American’s need
Information
• Make sure your English is American English
• Know your audience segments and speak directly to all
of them
#AmericanTourists
Outline of the webinar
TBD when presentation is complete
Some of our clients
Where we are and why
We have experience helping client in the international tourism industry connect and convert their ideal customer
We saw opportunity in the French and European market
I wouldn’t tell you how to connect with Germans but we are experts in connecting and converting Americans
American’s love France and we know we can help French companies increase their per client income and increase the number of Americans who walk through their doors.
Our Process
Passionate about ROI
Tired of the try fail, try fail strategy – we like to – research, strategize and make money for our clients
Our industry has a bad name, sell anything you can get the client to buy and talk over their head to show it’s working
It has a great CTR or your Alexa score has been headed in the right direction
Are Americans right for your business?
Does the ROI work?
What does the average American spend on your product?
How many Americans did you have last year?
What was your marketing budget to the US?
Does the math work?
If yes, should you expand the marketing to the US? How can you optimize?
If no, should you focus on the Germans? What should you change to make it profitable I want to get them to think through the math – maybe a math theme
Webinar poll – Of the 315 million Americans, how many Americans have passports?
American Data slides (1-3 slides) – Like the one we have now is ok
Number of Americans – 315 million Americans
How many have passports?
You can access 110 Million travelers with one website in one language
How much do Americans spend on vacation per day?
How much do other nationalities spend?
Info to come
Info to come
http://amexspendsave.mediaroom.com/index.php?s=34135&item=18#assets_119
What has changed?
American’s have changed
More are or have traveled
They are less ignorant about the country they are visiting
The 10 countries in 10 days is now cliché
We expect a lot of information
We expect certain standards to be met
Webinar poll – Of the 315 million Americans, how many Americans have passports?
What has changed?
American’s have changed
More are or have traveled
They are less ignorant about the country they are visiting
The 10 countries in 10 days is now cliché
We expect a lot of information
We expect certain standards to be met
Americans from the Mid-Atlantic (30%), South
Atlantic (25%) and Pacific states (14%) travel
to Europe primarily in the May-September period,
peaking in the summer months, and stay for an
average of 18.3 days. However, shorter breaks
of 1-2 weeks are growing, largely as a result of
time pressures.
http://www.resonanceco.com/pdfs/ResonanceReport2013.pdf
http://amexspendsave.mediaroom.com/index.php?s=34135&item=18#assets_119
What has changed?
American’s have changed
More are or have traveled
They are less ignorant about the country they are visiting
The 10 countries in 10 days is now cliché
We expect a lot of information
We expect certain standards to be met
ETC research shows that the top five types of
activities in Europe are dining in restaurants
(85%), shopping (75%), visiting historical places
(70%), sightseeing in cities (53%) and visiting
small towns (53%)
What has changed?
American’s have changed
More are or have traveled
They are less ignorant about the country they are visiting
The 10 countries in 10 days is now cliché
We expect a lot of information
We expect certain standards to be met
What has changed?
American’s have changed
More are or have traveled
They are less ignorant about the country they are visiting
The 10 countries in 10 days is now cliché
We expect a lot of information
We expect certain standards to be met
Are Americans right for your business?
Does the ROI work?
What does the average American spend on your product?
How many Americans did you have last year?
What was your marketing budget to the US?
Does the math work?
If yes, should you expand the marketing to the US? How can you optimize?
If no, should you focus on the Germans? What should you change to make it profitable I want to get them to think through the math – maybe a math theme
Are Americans right for your business?
Does the ROI work?
What does the average American spend on your product?
How many Americans did you have last year?
What was your marketing budget to the US?
Does the math work?
If yes, should you expand the marketing to the US? How can you optimize?
If no, should you focus on the Germans? What should you change to make it profitable I want to get them to think through the math – maybe a math theme
Are Americans right for your business?
Does the ROI work?
What does the average American spend on your product?
How many Americans did you have last year?
What was your marketing budget to the US?
Does the math work?
If yes, should you expand the marketing to the US? How can you optimize?
If no, should you focus on the Germans? What should you change to make it profitable I want to get them to think through the math – maybe a math theme
Are Americans right for your business?
Does the ROI work?
What does the average American spend on your product?
How many Americans did you have last year?
What was your marketing budget to the US?
Does the math work?
If yes, should you expand the marketing to the US? How can you optimize?
If no, should you focus on the Germans? What should you change to make it profitable I want to get them to think through the math – maybe a math theme
Are Americans right for your business?
Does the ROI work?
What does the average American spend on your product?
How many Americans did you have last year?
What was your marketing budget to the US?
Does the math work?
If yes, should you expand the marketing to the US? How can you optimize?
If no, should you focus on the Germans? What should you change to make it profitable I want to get them to think through the math – maybe a math theme
Are Americans right for your business?
Does the ROI work?
What does the average American spend on your product?
How many Americans did you have last year?
What was your marketing budget to the US?
Does the math work?
If yes, should you expand the marketing to the US? How can you optimize?
If no, should you focus on the Germans? What should you change to make it profitable I want to get them to think through the math – maybe a math theme
According to a 2012 study by
Google and Ipsos MediaCT, 77% of affluent travelers
belong to hotel loyalty programs, considerably
outpacing business travelers (68%) and leisure
travelers (42%). T
Webinar poll – Of the 315 million Americans, how many Americans have s?
What do these changes and differences mean for a travel company?
1) Americans need info / Expect info
On your site you should have well described outlines of your whole experiences
Canyoning in Course Story – wanted to take Tess
We are already stressed about being different so we don’t want to stand out more than we have too
What will the dress attire be? What will the ambiance be? Should we tip, how much, when, how often?
This is good for you for you for two reasons – you’ll have more Americans – and it’ll help with SEO if done correctly
2) We trust, seek and expect word of month validation –
We don’t want to travel to Europe and realize our hotel is not what we thought it was
Yelp, online ratings, tip advisor
Story, my wife and I use Yelp still in Paris
3) Social Validation
Why should you have a Facebook or Instagram Page?
To drive people to your site right? Wrong!!!!
To validate your brand
People exiting sites to review social media – Social a great tool to validate your brand and experience
4) Speak American not Franglish
Use examples – if your ads, social platforms and website are written in Franglish Americans will be scared off – overcome the “French Can’t speak English” stereotype with great ads and string website copy!
5) Know your audience and speak to them directly
Baby boomers – you should be looking at and understanding them.
Diff between a Baby Boomer and a Mom planning her family trip to Europe
7) Change your US marketing strategy with US trends
The only way to do this is tracking your progress
Roi
Reputation
Free dashboard
http://mashable.com/2013/12/30/marketers-facebook-rules/
Recap
Provide a lot of info about your brand – American’s need Information
Leverage validation sites – Yelp, Trip Advisor
Use social media as a brand validation tool
Make sure your English is American English
Know your audience segments and speak directly to all of them
Be aware of what’s hot in the US
Use data to change with the fast moving American market
Recap
Provide a lot of info about your brand – American’s need Information
Leverage validation sites – Yelp, Trip Advisor
Use social media as a brand validation tool
Make sure your English is American English
Know your audience segments and speak directly to all of them
Be aware of what’s hot in the US
Use data to change with the fast moving American market