The document discusses trends in the travel industry, including an increased use of vacation rentals over hotels and the importance of recommendations, photos, and deals in influencing travelers' decisions. It emphasizes building a customer community through owned, earned, and paid media like websites, social media, and a mobile app. The summary recommends focusing content on sharing local culture through guest-generated reviews, photos, and videos to build trust and encourage repeat visits.

1. PRESENTATION for
Travel Industry

2. Travel Industry
THE MOST PRONOUNCED TREND IN TRAVEL
“
A Greatly Increased Use of Apartments and
Vacation Homes in Place of Standard Hotels.
- Arthur Frommer
”

3. Travel Industry
L I F EST YL E = C UL T URE
A distinct set of personal offerings and services with great style.
Concierge
Insider

4. Travel Industry
WHAT INFLUENCES TRAVELERS’ DECISIONS?
38%
RECOMMENDATIONS
55%
64%
PHOTOS
DEALS

5. Travel Industry
A CUSTOMER BASED COMMUNITY IS IMPORTANT
92% OF GLOBAL CONSUMERS
TRUST WORD OF MOUTH RECOMMENDATIONS OVER ADVERTISING
70% OF CONSUMERS SAY
ONLINE CONSUMER REVIEWS ARE SECOND MOST INFLUENTIAL

6. Travel Industry
CONSUMERS WANT TO SHARE THEIR EXPERIENCES
Best day ever!!
40%
POST
ACTIVITY
REVIEWS
40%
POST
FOOD
REVIEWS
76%
POST
VACATION
PHOTOS

7. Travel Industry
L I F EST YL E = C UL T URE
FOCUS
OWNED CONTENT
Website
Guest content
Mobile app
Social media
Robust newsletter
EARNED
PAID
OWNED
Sponsored or hosted
on outside venues

8. Travel Industry
OPPORTUNITIES
DISTINGUISH and create a unique “brand” voice
• CREATE a community of like-minded travelers (past, present, future guests)
➡ Leverage DISTINCTIVE user-created local content
➡ Seed CREDIBLE content from local journalists & expert reviews
• Original BRANDED series on YouTube
• Mobile APP
• Maximize existing owned SOCIAL MEDIA
➡ Twitter, Instagram, Facebook, Pinterest, Vine
• Monthly Newsletter

9. Travel Industry
ONE THIRD
OF TRAVELERS WOULD
CREATE CONTENT IF THEY
THOUGHT IT WOULD
BENEFIT THEIR CIRCLE
Leverage traveler behavior of creating content: recommendations,
photos, videos and blogs.
Bring to light AND SHARE the local culture, rare finds and characteristics
of each destination from the point of view of a guest.

10. Travel Industry
Travelers crave a company they can TRUST with their vacation “time.”
•
Through owned media, ENCOURAGE guests to share
➡ reviews
➡ videos
➡ photos
•
•
•
•
BUILD ongoing relationship with guests
Actively create BRAND Ambassador
Allow other guests to comment on recommendations
Curate the best tips for each Location
ENCOURAGE
CONTENT CREATION
WITH LOYALTY REWARDS WHILE TRAVELING & AT HOME

11. Travel Industry
TRAVEL AND HOSPITALITY ON
Videos
Subscribers
6.6M 11.8K
Videos
Subscribers
152K 722K
Videos
Subscribers
838K 943K
Videos
Subscribers
913K 810K
Videos
1.5M
Subscribers
2K

12. Travel Industry
ON YOUTUBE
• Destination information
• Up to date Vlogs from “concierge force”
• Weekly “show” highlighting a destination
• MONETIZE highlighted properties
➡ owners pay extra to have these highlighted
46%
TRAVELERS WATCH
TRAVEL RELATED
VIDEOS

13. Travel Industry
MOBILE on VACATION - ABSOLUTELY!
85%
USE THEIR
SMARTPHONE
WHILE
TRAVELING
=
450%
INCREASE
SINCE 2009
HALF OF
TRAVELERS
DOWNLOAD
TRAVEL RELATED
APPS PRIOR TO
TRIP
TOP 5 USES OF SMARTPHONES WHILE TRAVELING
PHOTOS
MAPS
FOOD
HOTSPOTS
CHECKING IN

14. Travel Industry
WHY CREATE A MOBILE APP?
2X
MORE LIKELY TO USE
BRANDED APP FOR
TRAVEL RESEARCH
46%
83%
OF TRAVELERS
USE
SMARTPHONE
TO RESEARCH
OF TRAVELERS
USE
TABLET TO
RESEARCH

15. Travel Industry
MOBILE APP
Leverage MOBILE user
behavior and existing
content including
recommendations, photos,
videos and blogs
art
culture
design
fashion
food
fun
good
Expand concierge and checkin services
Opportunity to monetize
with local and global brands
lifestyle
weather
shop
check-in

16. Travel Industry
MONTHLY NEWSLETTER
• INTERACT with guests in meaningful ways
➡ Provide information and details prior to arrival or check-in
➡ Exclusive offers to keep the interest and open rates
• Because it is permission-based, owns both the database and content, unlike
followers or fans on social networks
• The global open rate IN TRAVEL averages nearly 20%, but provides MORE
ENGAGEMENT than social media
48 -72
HOUR SHELF LIFE

17. FOR MORE IDEAS ON HOW WE
CAN WORK TOGETHER
CONTACT US
Business inquiries - Maria Botta
mbotta@fwd-action.com
678-761-4366