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Travel Presentation
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.
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Travel Presentation
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- 2. Travel Industry THE MOSTPRONOUNCED TREND IN TRAVEL “ A Greatly Increased Use of Apartments and Vacation Homes in Place of Standard Hotels. - Arthur Frommer ”
- 3. Travel Industry L IF EST YL E = C UL T URE A distinct set of personal offerings and services with great style. Concierge Insider
- 4. Travel Industry WHAT INFLUENCESTRAVELERS’ DECISIONS? 38% RECOMMENDATIONS 55% 64% PHOTOS DEALS
- 5. Travel Industry A CUSTOMERBASED 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 WANTTO SHARE THEIR EXPERIENCES Best day ever!! 40% POST ACTIVITY REVIEWS 40% POST FOOD REVIEWS 76% POST VACATION PHOTOS
- 7. Travel Industry L IF 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 andcreate 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 OFTRAVELERS 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 cravea 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 ANDHOSPITALITY 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 onVACATION - 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 CREATEA 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 LeverageMOBILE 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 IDEASON HOW WE CAN WORK TOGETHER CONTACT US Business inquiries - Maria Botta mbotta@fwd-action.com 678-761-4366