Digital Marketing for Travel Destinations

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<ul><li><p> Promoting Travel Destinations in Digital Media </p><p>March,2015</p><p>Statistics,Trends,Challenges,andBestPractices</p></li><li><p> 2</p><p>ContentsIntroduction 3Customer Journey Overview 4 Stage 1 :: Dreaming 5 </p><p> Statistics 6 Trends 7 Challenges and Emerging Opportunities 11 Best Practices 12 </p><p> Stage 2 :: Research 15 </p><p> Statistics 16 Trends 17 Challenges and Emerging Opportunities 19 Best Practices 20 </p><p> Stage 3 :: Booking 23 </p><p> Statistics 24 Trends 25 Challenges and Emerging Opportunities 27 Best Practices 28 </p><p> Conclusions 30 </p></li><li><p> 3</p><p> Introduction </p><p>WhyDigitalMarketingforTravelDestinationsshouldbeanydifferent?</p><p> Ithastoinvokehighlyemotionalresponses Travelisallaboutprofoundpositiveexperiencesthatcanlast foralifetime.</p><p> Itishighlyseasonoriented</p><p> Therearedifferentseasonsfortravelingacrosstheglobe.</p><p> Ithasaglobalreach Travelingisinternationalinitsnature.Digitalmediaallowsto targetclientscosteffectivelyacrossdifferentcountriesand invariousregions. </p><p>WhoAreTodaysTravelers?</p><p> DigitalSavvy</p><p>Onaverage,travelpartiesworldwidebring4webenableddevicesontrips.Theyareproficientwebsurfersandsocialmediausers.</p><p> Theydotheirownresearch</p><p>Todaystravelersdoextensiveresearchondestinations.OnaverageanAmericantravelervisits20+websitesbeforemakingareservation.</p><p> Theywantpersonalizedexperience</p><p>Theydonotwanttobetreatedthesameandareattractedtocompellingstoriesandvisualcontentthatreflecttheirparticularinterests.</p><p>DigitalMediaplaysanenormousroleinmanyindustries.However,thereareafewareaswhereitisasimportantasintravelindustry.Fromthemomentofinspirationtomakingareservation,today'stravelersnavigateacomplexjourneymuchofwhichliessolelyorpartlyinthedigitalworld.Today'stravelersaredigitalsavvyutilizingallchannelsforconductingresearchandfindingthebestdeals.Thereforeitisabsolutelynecessarytobeabletostaywiththemthroughthewholeprocessguidingandprovidingdirectionsoneachlegoftheirjourney.</p></li><li><p> 4</p><p>Customer Journey Overview Thetravelers'journeycanbeacomplexprocessthattakesmanyturnsacrossvariouschannels,themostimportantofwhichisdigitalmedia.Fromthemomenttheygotinspired,customersdoanextensiveresearchontheWebutilizingsearchengines,travelrelatedwebsitesandportals,andsocialnetworks.</p><p>TheWebistheirprimarysourceforgettinginformation,validatingdecisions,and,intheend,booking.</p></li><li><p> 5</p><p>Stage 1 :: Dreaming Fromthebeginningtravelersarelookingforengagingreallifestorieswithvisualcontentandvividdetailsthatreflecttheirpersonalinterests.Theycastawidenetwhenseekingideasandinspirationfortravelrelateddecisions,lookingtofamily,friends,television,andprintedmedia.Personalrecommendationsfromfamilyandfriendsstilltopthelist,andtheInternetfollowsininfluence. </p><p>Travelersareincreasinglyrelyingontheirsmartphonestogetinformationandmakereservationsin2014theydidabout45%oftheirsearchesonmobiledevices.Searchenginesremainlesspopularthanappsasawaytostarttravelplanningandbooking.Butthebalanceappearstobeshiftingwithsearchgainingattheexpenseofapps.Leisuretravelersmostlybookviamobilewebsites,whilebusinesstravelersmostlybookviaapplications.</p><p>Source: Google, The 2014 Travelers Road to Decision </p></li><li><p> 6</p><p>Stage 1 :: Statistics </p><p>Atthestartoftheirjourneymosttravelersareundecidedonwhatparticularbrandstheyaregoingtobookwith.Theyareopenmindedandreceptivetonewexperiencesaslongasprovidersmeetandexceedtheirexpectations.Mostleisuretravelersarealsounclearonthedifferencesbetweenbrands. Heavybusinesstravelersaremorelikelytoseeadifference,butnotsubstantiallymore.</p><p>MostPopularSocialNetworksNotsurprisingly,FacebookisthemostpopularnetworkamongtravelerswithTwitterandInstagramfollowingthelead.</p><p>0102030405060708090</p><p>Users</p><p>FacebookTwitterInstagram</p><p>Source: Google, The 2014 Travelers Road to Decision, PhoCusWright </p><p>There'salsoanumberofsocialnetworksgrowinginpopularityamongtheyoungergenerationaswellasanumberofnichetravelrelatednetworks.</p></li><li><p> 7</p><p>TravelisamongmostpopularactivitiesonSocialMedia</p><p>9travelersoutof10areactiveonsocialnetworks.Theypublishmorewhentraveling.</p><p> 70%updatetheFacebookstatuswhileonvacation. 76%postvacationphotostoasocialnetwork. 46%posttravelreviews. 40%postactivity/attractionreviews. 40%postrestaurantreviews.</p><p>TravelisthemostsharedthemeonFacebook.</p><p>42%ofstoriessharedtousersFacebooktimelinesweretravelexperiences,morethandoublethatofthenextcategory.</p><p>TheinfluenceoftheInternetandSocialMediawillcontinuetogrow</p><p> 1outof3travelersreferencesocialmediaasamain sourceoftravelideasandinspiration.</p><p> 52%ofFacebookuserssaidtheirfriendsphotos inspiredtheirtravelplans.</p><p> Only48%ofpeoplewhousedsocialmediatoresearch travelplansstuckwiththeiroriginalplans.</p><p>o 33%changedtheirhotel.o 10%switchedresorts.o 7%wenttoadifferentcountry.</p><p>Stage 1 :: Trends</p></li><li><p> 8</p><p>Stage 1 :: Trends</p><p>Travelersswitchbetweendevicesforavarietyofactivitiesacrossallstagesofthebuyingjourney.Theymightstarttheirsearchontheirsmartphone,continueonatabletandmakeareservationontheirdesktop.Smartphonesareoftenusedfortravelinspirationinsnackingmomentsbeforeplanning,mostly</p><p> Insparemoments,suchaswhenwaiting,commuting,etc.</p><p> Whiledoingotheractivities,suchaswatchingTV,eating,etc.</p><p> BydoingquicksearchesonsearchenginesTravelersusuallygotothesametypesofsitesregardlessofthedevicetheyareusing.</p><p>Source: Google, The 2014 Travelers Road to Decision </p><p>Travelplanningwillbemorecrossplatform</p><p>Halfoftravelerswhousetheirsmartphoneforleisuretravelinspirationultimatelybookanotherway(notonsmartphone)</p></li><li><p> 9</p><p>Stage 1 :: Trends</p><p>Videosplayanimmenselyimportantroleininfluencingtravelersdecisionsandhelpingthemchooseadestination.TwooutofthreeUSconsumerswatchonlinetravelvideoswhentheyrethinkingabouttakingatrip.Thatsahugejumpfromabouthalfofshoppersin2012.TravelerswanttodomorethanjustwatchvideosonYouTube;theywanttoconnectwithcreatorsandbrands.In2014yeartodate,subscriptionstotoptravelchannelsonYouTubehaveincreased106%YoY.</p><p>Source: Google, The 2014 Travelers Road to Decision, The 2013 Traveler; Travel Content Takes Off on YouTube </p><p>Growingpowerofvideocontent</p><p>Travelersnotonlyconsumeonlinevideos,theycreatethem</p></li><li><p> 10</p><p>Stage 1 :: Trends </p><p>Travelersareextremelyinterestedinhearingreallifestoriesfrompeoplelikethem.Nearlyhalfofthetravelsubscriptionsaretovlogs(videoblogs)thatfeaturepersonaltravelexperiences.Theinfluenceofblogsisgrowingamongtheyoungergenerationofconsumers,mostofwhomviewthemasthemostimportant</p><p>informationsource.</p><p>Increasing influenceofblogs andonlinecommunities</p></li><li><p> 11</p><p>Stage 1 :: Challenges Challenges</p><p> Creatingcustomerengagement</p><p>Impressingcustomersandgettingtheminstantlyengagedwithhighlevelvisualcontent.Buildingvirtualcommunitiestocrowdsourceideas,proliferateusergeneratedcontent,empowerandinvolvebrandadvocatesandhelpthemconnectinthedigitalspace.</p><p> Developingacomprehensivemultichannel</p><p>approachBeingabletocommunicatewithcustomersinaconsistentmanneracrossmultipleplatformsanddevices(leveragingtraditionalwebsites,social,mobile,andmore).</p><p> GettingthemostoutofsocialmediaItisbecomingincreasinglydifficultforbrandstohavetheirstoryheardinthecompetitivesocialenvironment.Socialmediaeffortsshouldalsoincludemonitoringnews,reviews,andcustomersentimenttopreventproliferationofpotentiallydamagingrumorsandattacksonthebrand.</p><p>EmergingOpportunities Utilizingnewtechnologies</p><p>EmployingnewbreedofnextgenerationadvertisingsuchasAugmentedRealitythatcouldbeappliedtotourismcatalogues,brochures,flyersandanyothertypeofpaperbasedpromotionmaterials.ARsystemscanexertatremendouspersuasivepowerandprovidealucrativeopportunitytomarketservicessuccessfully.</p><p> BetteronlinetargetingDevelopingadeeperunderstandingofonlinecustomersbehaviorandfindingnewwaystoengagethem.Asmoredataandbetteralgorithmsbecomeavailable,marketerswillbeabletobetteranticipatetheiraudiences'needswithbusinessintelligenceandpredictiveanalysis.</p><p> Internationalreach</p><p>UsingDigitalMediachannelstoreachpotentialclientsacrosstheglobeinacosteffectivemannerasmoreregionalsearchenginesandsocialnetworksbecomeaccessibletomarketersfromabroad.</p></li><li><p> 12</p><p>Stage 1 :: Best Practices Tellingacompellingstoryinvariousformsacross multiplechannels</p><p>Conveyingastorytotoday'stravelersisnotaneasytaskastheyhaveareallyshortattentionspandispersedacrossseveralchannels.Thechallengeliesincreatingavarietyofsmall"bitesized"piecesofcontentinvariousformatsforeachsegmentofthetargetedaudienceanddistributingthemacrossallchannelswithoutdilutingtheunderlyingbrandmessage.Thesuccessfulcontentmarketingstrategyshouldlooklikeapuzzlewhereeverypieceissmallanduniqueyetstillapart</p><p>ofthewhole.</p></li><li><p> 13</p><p>Stage 1 :: Best Practices TheSt.Petersburg&amp;ClearwaterConventionandVisitorsBureauusedARtechnologyintheirTwoTreasures3DTourMoreengagingthanyourtypicaltravelbrochure,thispiece</p><p>promotedthevacationspotbybringingthreetouristsitesCaladesiIslandStatePark,ClearwaterBeachandTheDaliandtheChihulyMuseumstoavisitorscomputerscreen.Thebrochureletsvisitorsinvestigatethesitesasatourguidetoldthemalittleabouteachplace.</p><p>MarriottHotelsreimaginestravelwithaugmentedrealityTheprintadvertisementexplainsthatMarriottisreimaginingthefutureoftravelwithnewlobbiesandtechenabledworkspacesasapartofitsTravelBrilliantlycampaign.WhenconsumersscantheadwiththeBlipparapplication,anaugmentedrealityfeaturebringsthepagetolifewithavideothatdescribesthehotelchainsinnovations.</p></li><li><p> 14</p><p>Stage 1 :: Best Practices MarriottReachestoMillennialswithTravelBrilliantlyCampaignThedynamiccampaignreflectsthelifestyleofthenextgenerationoftravelers,whoseamlesslyblendworkandplayinamobileandglobalworld.ThecampaignincludesonlineTVanddigitaladvertising,anewbrandlookandlogo,andenhancedsocialmediaplatforms.Thenewwebsite,www.travelbrilliantly.comisaplatformforportrayingMarriott'spastandfutureinnovationsandsolicitingsimilar,futureforwardideasfrominfluencers,expertsandtravelingconsumerenthusiasts.Visitorstothewebsiteareinvitedtosharetheirgroundbreakingideastoimprovethemoderntravelexperienceacrossdesign,culinary,wellnessandtechnology.</p><p>MarriottHotelsreimaginestravelwithaugmentedreality. TampaSocialMediaCommandCenterCreatesStormofGoodwillDuringRNCWithatropicalstormapproachingandpoliticalnegativityswirling,theTampaBaySocialMediaCommandCenter(SMCC)createdanoverwhelmingamountofpositivecivicconversationonlineandkeptthefocusthere,turningapotentialdisasterintoabigwinforthecityduringtheRepublicanNationalConvention.AstheRNCwounddown,themomentumofpositivebuzzcontinuedtoclimb.Bytheendoftheconvention,positivesentimentwasatawhopping89%andthenegativesentimentthatthreatenedtodominatetheTampaconversationbeforetheRNCstartedhaddroppedtoanalltimelowof1%.</p></li><li><p> 15</p><p>ofbusinesstravelersplanonlineofleisuretravelersplanonline</p><p>DuringtheResearch&amp;ShoppingstagetheInternetmovestotheforefront astravelersexploreavarietyofonlineresources</p><p>Travelshoppersvisit,onaverage,</p><p>22+websitesacrossseveralshoppingsessionsbeforetheyrereadytomakeareservation.</p><p>Stage 2 :: Research </p></li><li><p> 16</p><p>Travelerstaketimetoconvert,typicallyseveraldaystomovefromfirstadexposuretoconversion.</p><p>Stage 2 :: Statistics </p><p>Source: Google, The 2014 Travelers Road to Decision, The 2013 Traveler; Adara, Detailed Look Into The US Online Hotel Guest </p></li><li><p> 17</p><p>Travelersdontwanttobejustaudience.Theyarenotthesameanddontwanttobetreatedthesame.Soitscriticaltounderstandthattheyareindividualswithavarietyofinterestsandconcerns. Tocaptureattentionandearnconfidence,marketersmusttelltheirstorieswiththeparticularinterestsoftheircustomersinmind.</p><p> Nearlythreefourths(74%)ofonlineconsumersgetfrustratedwithwebsiteswhencontentappearsthathasnothingtodowiththeirinterests.</p><p> CTAstargetedtotheuserhada42%higherviewto</p><p>submissionratethancallstoactionthatwerethesameforallvisitors.</p><p> Marketerswhoarepersonalizing theirwebexperiences</p><p>(andabletoquantifytheimprovement)seeonaveragea19%upliftinsales.</p><p>Personalizedvirtualexperienceforusers</p><p>Stage 2 :: Trends </p></li><li><p> 18</p><p>Stage 2 :: Trends </p><p> Travelersunder35aremostlikelytosaythatonlinetravel</p><p>reviewsinfluencetheirtravelplans(74percent)whilethose55andoverareleastlikelytobeinfluencedbyreviews(44percent)</p><p> Nearly79percentofrespondentswithahouseholdincome</p><p>of$75,000ormorefactorothertravelers'reviewsintotheirownplans,whilelessthanhalfofthosewithanincomeofunder$25,000doso(46percent).</p><p> Adultsunder35aremorelikelythanthosewhoare35+to</p><p>sharetheirtravelexperiencesonline(35percentvs.20percent),particularlyonsocialmediasites(29percentvs.sixpercent).</p><p>Also,moreaffluentadultsarealsomorelikelytoshareabouttheirtravels.Morethanathirdofthosewithahouseholdincomeof$75,000ormore(36percent)sharetheirtravelreviewsonline,comparedto15percentofthosewithahouseholdincomeoflessthan$25,000,andtheyaretwiceaslikelytousesocialnetworkstodoso(24percentvs.12percent).</p><p>51%oftravelersworldwidehavewrittenareviewofan</p><p>accommodationafteratrip.</p><p> Source: Janrain, HubSpot, 2013 Monetate/eConsultancy Study </p><p>Theraisingimportanceofadvisorysites </p></li><li><p> 19</p><p>Stage 2 :: Challenges </p><p>Challenges Personalization</p><p>Marketersmustbeabletoprovidecustomerswithpersonalizedonlineexperiencesthatarebothrelevanttotheirinterestsandtheirplaceinthebuyingjourney.</p><p> FollowingandguidingcustomersFollowingcustomersacrossthedigitallandscapetokeepthemengagedandguidethemthroughtheresearchprocess.</p><p> CrosschannelengagementEngagingcustomersondifferentmediaplatformsacrossvariouschannelswhilemaintainingconsistencyofthemessageandtheusersexperience.</p><p>EmergingOpportunities Buildingmoreaccuratecustomerprofiles</p><p>Usingaccumulateddataandadvancedanalyticalmodelstobuildmoreaccuratecustomersprofiles,betterunderstandtheirpreferences,andanticipatetheirneeds.</p><p> Buildingdynamicwebsites</p><p>Enablingwebsitestoprovidepersonalizedexperiencebasedonvisitorsprofilesthatincludetheirinterests,onlinebehavior,andsearchpatterns.</p><p> Betterretargeting</p><p>Utilizingcustomerinsighttostayintouchwithtravelerswithrelevantinformationtailoredtotheirpersonalinterestsandbuyingintent.</p></li><li><p> 20</p><p>Stage 2 :: Best Practices Personalizeddynamicwebsitecontentandretargeting</p><p>Whencustomersvisitadestination'swebsiteitisessentialtoprovidethemwiththeinformationmostrelevanttotheirinterests.Itdoesnotsufficeanymoretoservethesamemessagetoallsomarketersmustoptimizewebsitesforeachparticularaudience.Itisalsoimportanttodividethewebsiteintodifferenttiersaccordingtothelevelofvisitorsintentandcreatesegmentedaudiencesinordertofollowthemwithinformationthatreflectstheirinterestsandtheirplaceinthebuyingjourney.</p></li><li><p> 21</p><p>Stage 2 :: Best Practices ExpediaPromotes#VanGogh2015UsingTwitterIncelebrationofthe125thanniversaryofVincentVanGoghsdeathandtopromoteHollandasaholidaydestination,Expedia,inpartnershipwithNetherlandsBoardofTourism&amp;Conventions,isusingTwittersFlocktoUnlockfeature.EachweekofthecampaignwillfeatureadifferentVanGoghpaintingandTweettarget,andthelandingpageswilluseTwittersdatavisualizationcapabilitiestodisplayengagementandunlockingprogressinrealtime.Visitorstothesepagessimplyclickthetweetbuttonandatweetisautofilledwiththecampaignhashtag#VanGogh2015.Astweetsaresent,brushstrokesonthelandingpageswillslowlyrevealaVanGoghworkofart.</p><p>HiltonBuddyGetsaLotofFriendsInOctober2013,HiltonShanghaiHongqiaolaunchedamarketingcampaignforasixmonthperiodcenteredontheHiltonBuddy,whichcreatedbuddycharactersrepresentingthehotelsbellhop,chef,engineerandgeneralmanager.ThebuddiessharedtheirstoriesonW...</p></li></ul>