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MARKETING
Developed by
Alex Petkov, 2016
IN THE TRAVEL INDUSTRY
CONTENTS
1. The future of travel
2. Your choice
3. The starting point
4. Marketing approach
5. The hard thing
6. Best practice examples
7. The Q&A
THE FUTURE
OF TRAVEL
TRAVEL = EXPERIENCES
Meet, talk, cook with locals and share bed, food, car, even
women with locals! Explore wild places, adventure travel,
glamping, etc.
Examples: Vayable, AirBnB Experiences, Tingly, etc
MOBILE, MOBILE, MOBILE!
Last minute bookings, payments, geolocation suggestions,
mobile translators, audio guides, travel planning,
navigation, discovery, socialize, automatic diary...
Examples: Pana app, Google trips, Pocket Guide app, etc
NEW /EXCITING/ TECHNOLOGY
Virtual reality, augmented reality and wearables are just
getting started!
Examples: Google Expeditions, Ascape, You Visit, Narrative
YOUR CHOICE
THE STARTING
POINT
THE PROMISE
THE PROCESS
THE WHY
CORE PURPOSE
CORE VALUES
THE WHAT
TARGETS
INITIATIVES
THE HOW
BRAND PROMISE
CORE COMPETENCES
THE COMPANY
BUYING
PERSONA
BUYING
JOURNEY
FOCUS ON MICROMOMENTS
& TOUCH POINTS
VALUE PROPOSITION
PRODUCT DEVELOPMENT
MARKETING
APPROACH
+ REFERRAL
PROGRAM
& EMAIL
+ USER
GENERATED
CONTENT
+ CONTENT
MARKETING
+ UNIQUE
EXPERIENCES
& UPSELL
THE HARD
THING
MASTER NEW CONCEPTS
AUTOMATION
DATA GATHERING
PERSONALIZATION
STORYTELLING
DEVELOP NEW EXPERTISE
DESIGN & UX
CONTENT GENERATION
LEAD NURTURING
BEST PRACTICE WORLDWIDE
BEST PRACTICE
EXAMPLES
Q&A

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Marketing in the Travel Industry