Ireland today claims about 10% market share of American travellers to Europe, the highest share it has ever reached. A growing global economy and upswing in international travel no doubt contributes to its success, but Tourism Ireland has also actively sought out additional visitors through a number of campaigns. Tourism Ireland has recently revealed a new $3.4 million website, complete with the domain name Ireland.com, in addition to launching The Gathering - a year-long series of events aimed at foreigners with Irish roots, to reinvigorate tourism after the financial crisis. Skift recently sat down with Tourism Ireland CEO Niall Gibbons to discuss marketing priorities, funding issues in Ireland and across Europe, and the development of Northern Ireland as a destination. Click here to read the complete interview.
NYC & Company is the organisation charged with marketing one of the most iconic cities in the world. New York City sits at the top of many travellers' bucket lists, with its culture and attractions helping define America across mainstream media. Recently, NYC & Company has rolled out a number of new marketing initiatives including a campaign aimed at locals, the continuation of its neighbourhoods and family-oriented campaigns, and the naming of Taylor Swift as the city's official global ambassador. Skift recently sat down with the CEO of NYC & Company to discuss the role that data plays in forming marketing strategies, how to prepare for international visitor growth, cooperation for the sake of infrastructure changes, and why the Taylor Swift partnership isn't just a one-hit wonder. Click here to read the complete interview.
« La puissance d’un territoire se mesure aujourd’hui à sa capacité à se regrouper, à innover et à élever son offre à un niveau d’excellence, mais surtout à créer des liens durables avec les offres et les talents de son territoire et avec toutes ses clientèles » concluait Joël Gayet lors de sa présentation sur le marketing territorial. Et il ajoutait « le marketing territorial, c’est devenu la création d’un mouvement! »
When UK consumers aren’t busy complaining about the weather, they’re likely planning their escape for a bit of summer sun. This planning part of the travel cycle is informed by many factors, and while digital channels play an increasingly important role, personal recommendations remain the most-trusted source of information.
L’industrie des croisières fluviales poursuit son développement de façon remarquable. On assiste à l’expansion des destinations, à l’arrivée de nouveaux bateaux et à la mise au point d’expériences correspondant davantage aux besoins de divers segments de clientèles.
The Emerging Consumer Survey 2015 by Credit Suisse tracks nine key emerging countries: Brazil, China, India, Indonesia, Mexico, Russia, Saudi Arabia, Turkey and South Africa. Within the past five years, there has been a nearly 20% growth in propensity to holiday within emerging markets. This has partially been fuelled by the resurgence of the global economy. The aspirations of consumers in emerging markets continues to grow, with Brazil leading the pack by more than double. Consumers in Brazil are often geared to take shopping trips, particularly to close-in locations such as Miami, which drives a significant amount of travel spend into North America. China, India and Indonesia are quite mobile, with around 5% of consumers in those countries planning to holiday in the next 12 months. While it may seem that emerging markets are not as suited to technology-enabled travel, these regions are enjoying significant smartphone penetration.
Digital agency BIO polled 2,000 British holidaymakers online, in order to understand consumer expectations of technology and how these link with travel. When looking for inspiration, selecting a holiday and booking a holiday, more than 41% of respondents said they were ‘extremely likely’ to interact with digital technology. The report also revealed that consumers are largely dissatisfied with the way technology is used in travel, with nearly half the sample (47%) indicating that digital technology could be enhanced by saving them money, followed by saving them time (30%) and providing more tailored experiences (26%). The rapid pace of technological innovation and associated trends in consumer behaviour means the travel sector is in danger of failing to capitalise on the opportunities the digital world now offers.
Infographics are on an upward trend on TV and media. Bite-sized pieces of information are served on almost any topic, with eye-catching illustrations, stats and diagrams to make the information more digestible. That's fine, unless your readers are visually impaired. Then they miss the whole message.
Internet of Things (IoT) companies are everywhere these days, creating consumer devices and appliances that connect to networks and can send/receive data. With IoT poised to become the largest device market in the world by 2019, we're presenting a cross section of IoT companies you should watch - plus three veterans who've already established themselves.
A plan to throw $600 million at the NSW Art and Culture Infrastructure Fund, earmarks upgrades for Sydney Opera House and Walsh Bay. NSW Premier Mike Baird and Deputy Premier Troy Grant have announced that should the Baird Government be re-elected, it would create a $600 million Arts and Cultural Infrastructure Fund as part of its Rebuilding NSW Plan. The planned facelift of the Sydney Opera House and Walsh Bay has the vision to place Sydney as the main centre for the arts in the Asia Pacific. These two major upgrades will encourage more people to access the arts, helping to cement the State as a world-class tourism destination. For Mr. Grant, this is a "once-in-a-generation investment in our arts and cultural facilities and a game-changer for audiences, artists and tourism in NSW." Click here for more information.
Il est intéressant de temps en temps d'aller voir chez les voisins ce qu'il s'y passe. Par exemple, chez les acteurs du patrimoine, qui sont souvent dans l'innovation.
Cette année les Rencontres Nationales Culture & Innovation(s) ont créé le 1er Prix Patrimoine & Innovation(s). Prix qui a été remis au début du mois de février. Sur 45 participants, 9 ont été finalistes.
he US$1.2 trillion global travel industry is accustomed to innovation. New technologies have sparked imaginations and spurred thousands of companies – from startups to established businesses – to create the means to better serve suppliers and travelers.
Loyalty used to be simple - a guest stays, they get points, you give them a room upgrade or a free breakfast. Not any more, says Revinate. Guest expectations are changing and generic loyalty perks are no longer enough to impress and retain your best customers. Of the 238 million US companies who are members of a hotel loyalty brand, only 44% are considered active members, according to Sabre's report, 'Traveller Loyalty and the Modern Brand.' 50% of a loyalty program member's annual spend is not with his or her preferred brand, and 30% of members are at risk of switching programs entirely. It's not that the idea of loyalty programs is dead - more than 83% of loyalty program members believe they should be rewarded for loyalty - it's that the experience falls short. 71% say they receive irrelevant perks from their preferred brands. So the problem isn't that consumers are disenchanted with the concept of loyalty, but that consumer expectations have changed. Hotels need to rethink what loyalty means to the modern-day traveller. Click here for more information.
Quality content on travel websites speaks to people: it’s inspiring, it’s relevant to the customer – and it’s bookable, says Eric Dumas, CEO at Vayant Travel Technologies. For the first decade or so, online travel was all about price. However, in today's intensely competitive online environment, consumers are looking for more, including inspiration, community and engagement (in addition to price). Investing in quality content is essential for travel sellers to prosper. Quality means richer content - compelling copy, creative use of video and images, access to customer reviews - in addition to accuracy. To achieve a comprehensive improvement in the quality of content, travel sellers can focus on three decisive stages in the customer journey:
Discovery: how to get noticed.Catch and conversion: enticing the customer, turning looking into booking.Relationships: ensuring the sale is the start of a relationship with the customer rather than a one-off.
According to research from Brand Karma, luxury travellers from China place higher value on helpfulness and efficiency of service while other APAC travellers prioritise breakfasts and peacefulness in their travel reviews. The Chinese prefer to post on Ctrip and Weibo while the others use TripAdvisor and Facebook most. Google+ has 100 million users in China, Twitter has 80 million and YouTube has 60 million. LinkedIn has over 20 million users according to Business Insider. China does not have a strong Facebook presence and the luxury hotels participate in Weibo. Ctrip receives the most positive reviews (71%) while Dao Dao attracts the least (19%). Chinese travellers are increasingly posting reviews via their phone, while average review length (and number of words) is declining.
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