In this Skift interview with the CEO of active luxury tour operator, Butterfield and Robinson, Norman Howe discusses the evolution of luxury and experiential travel, the growth of multi-generational family travel, changes in travellers' booking behaviour, and branding as an asset. The baby boomer market remains Butterfield and Robinson's primary customer base, with about 70% coming from the U.S., 10% from Canada, 10% from Brazil and 10% from everywhere else. For Howe, the activity really forms the catalyst for the travel experience, rather than serving as the purpose of the experience itself: "Getting on a bike or going for a walk delivers people into that landscape and immerses them in that sense of place much more quickly than when they're insulated in the bubble of a bus." Click here to read the full interview.
As we all know, the travel industry is a constantly changing space. New players emerge on a frequent basis, without usually causing much commotion. But when the new player is Amazon, the rest of the industry takes note. Amazon announced their plan to establish a presence in the online travel arena with the 2014 launch of Amazon Travel, an online hotel booking service. We all know Amazon already dominates the online shopping domain, so what does it mean for Amadeus, and the overall travel industry, when the United States’ largest Internet-based retailer enters the online hotel booking space? How will their presence change the future of travel? Alix Argüelles, Amadeus’ Vice President, Online Travel Group, shares her insight. But first, a little background into the history and features of Amazon Travel.
Marketing Magazine has conducted an interview feature with former Tourism Australia CMO Nick Baker on the eve of his departure from the organisation, discussing the highs and lows of his career. In the interview, Baker describes Tourism Australia's evolution into a platform for others to perform on, extending its reach beyond traditional TVCs into the digital space, leading the way in social media engagement and collaborating with Australia's food and wine producers. He describes himself as a passionate believer in the role of content or storytelling, outlining Tourism Australia's job as the nation's storyteller for tourism - emotionally connecting people with Australia to stimulate and inform action. Click here to read the full interview, in which Nick Baker describes some of the insights that led to the launch of the Oprah, Best Jobs in the World and Restaurant Australia campaigns at Tourism Australia.
Hotels using the Regatta booking engine on their websites now have a competitive advantage in meta search engines. Regatta allows hotels to show availability, even when all of the Online Travel Agencies (OTAs) are unable to do so. The patent-pending hotel booking engine even allows the hotel to show a lower rate in the meta search engines. The best part? It can all be done without any rate parity violations.
While much has been said about the power and importance of Millennials as a driving force in travel sales, there is plenty to be gained by focusing on the other end of the spectrum as well. Baby Boomers and mature travellers are growing in both numbers (at twice the overall population growth rate, in fact) and influence. According to the U.S. Census, there will be 80 million grandparents by 2020, accounting for nearly one in three adults. In addition, these grandparents are widely expected to work longer, have higher incomes, and spend more on discretionary products and services than their predecessors. They, more so than parents (35% vs. 25%), are inclined to pay for multigenerational trips to help family members enjoy a holiday they otherwise could not afford. And as the number of grandparents continues to increase—this demographic segment is growing at twice the overall population growth rate—multigenerational travel will also continue to grow. Click here to read more.
One of the best ways to improve on your bottom line is to improve the performance of your travel website - this means radically improving performance on mobile devices. Forrester Research is forecasting that mobile and tablet commerce will more than triple by 2018, going from $8 billion in travel and food services in 2013 to $28 billion in that category five years later. This was evidenced in 2014, when for the first time, people spent more time surfing the web on their phones and tablets versus laptops or desktops. 'Websites that load too slowly' was the top complaint in the latest survey by Forrester of what problems drive European and North American mobile users away from mobile websites. Understanding that problems with performance have an impact on your business' bottom line is the first step to better web application delivery. Click here for a framework on how this can be delivered.
While previous generations dressed up for work and play, millennials have a tendency to wear brands like Nike, Under Armour, and Lululemon everywhere, according to NPD.
"There is an underlying sense of rebellion that comes through in today’s fashion," Cohen said. While department and discount stores struggle, business for athletic retailers is booming.Cohen says that traditional retailers will have to evolve to newly casual consumers....
There is a clear mobile majority in travel across all demographics for the first time ever, says the latest Travel Technology Survey from Phocuswright. The report, which covered habits in 2014, found that smartphone penetration has reached the majority in all demographics, with 76% of those aged 55-64 and 58% of those 65 and older owning a smartphone. This milestone heralds the achievement of the true mobile majority - travel brands can now count on nearly all travellers to have access to a smartphone. Tablets are also more popular than ever, with 6 out of 10 travellers now possessing one, up from 44% in 2013. Laptops remain less popular than smartphones among travellers, with 79% likely to own a laptop compared with the 87% that own a smartphone. Click here to learn more.
Toposophy has conducted an in-depth analysis of the biggest trends emerging in global tourism and marketing. Some of the key trends include the resilience of tourism despite a turbulent global economy, the emergence of new emerging markets, and the growth of the sharing economy. 2015 is described as the year for understanding the Millennial mindset due to their significant participation in the development of the sharing economy. The digital and physical worlds are rapidly becoming one and the same thing to visitors, with travel at the forefront of industries being revolutionised by digital technology. Click here to download the complete report.
Bill Tancer: One thing I look for as an analyst and an author is inefficiency. There’s a large gap between the importance that reviews play in online commerce and the amount of attention that online marketers give the review “channel.” According to the latest research over 80% of all consumers consult online reviews before making purchase decisions. All research points to the fact that the mere existence of online reviews on purchase pages increases conversion. In addition to that, online reviews are the intersection of search and local content. For all these reasons online marketers and search marketers should pay more attention to the online review world....
Content marketing is a significant trend, particularly in the travel space, with travel as a major vertical. With clients from Tourism Queensland to Contiki, Stackla has helped to fine tune the hordes of social media content flying around, moulding it into brand-specific displays in order to let customers tell their story. The tech-savvy company works by cherry picking the best user generated content, acting almost like testimonial marketing in social media. Research shows user generated content is more authentic and people prefer to connect with other travellers in this way; therefore increasingly travel companies are seeking quality over quantity. Similar to TripAdvisor but with social media, Stackla encourages social validation within the travel industry, because nothing boosts the image of a destination better than real-life feedback from the people who have already been there.
What makes your property unique? What kind of traveler is most likely to book with your hotel? These are questions every hotelier must answer. Learn how to engage with different demographics and make your hotel standout.
Food tourism tells the story of a destination’s history, culture, and people.
Over the last decade, destination marketing organizations (DMOs) have leveraged the rise of mainstream interest in food to open new consumer markets and drive business to a wider range of regional travel suppliers working in the food and beverage (F&B) sector.
According to the Ontario Culinary Tourism Alliance (OCTA), a non-profit organization that consults on F&B-themed tourism development worldwide, “Food tourism is any tourism experience in which one learns about, appreciates, and/or consumes food and drink that reflects the local, regional or national cuisine, heritage and culture.”
When we first started this series on the next era of marketing, we brought you the marketing pundit point of view through conversations with visionaries like Seth Godin and Aditya Joshi, but only recently did I discuss your opinions on the future of marketing. We asked the Economist Intelligence Unit to survey nearly 500 marketers and then shared the results on the many observations about marketing’s future, including organizational change and technology advancement.
But to kick off our deep dive into all of the interesting data from the survey, I want to pause and talk more about one of the key concepts to emerge from the research—engagement.
Every marketing team’s goals are to bring in new customers, grow their lifetime value and convert them into brand advocates who can influence their network to become new customers. But today’s constantly-connected world of digital, social and mobile has changed the way customers behave— and, consequently, how brands need to speak to their customers and prospects. As brands evolve, they’re learning that engagement is the critical next step. If they’ve not already started, brands are starting to shift from an era of mass marketing and advertising—where we talk at people for a single moment in time—to an era of engagement marketing where we begin to take time to learn more about our customers on a personal, individual level and engage with them over a lifetime.
As I spend a great deal of time every year looking at the latest technological advances for the enterprise, I’ve noticed a trend in recent years that’s long been true but is clearly markedly accelerating. That trend is that technology has officially pulled well ahead of the workplace skills of even the most proactive manager …
Sharing your scoops to your social media accounts is a must to distribute your curated content. Not only will it drive traffic and leads through your content, but it will help show your expertise with your followers.
How to integrate my topics' content to my website?
Integrating your curated content to your website or blog will allow you to increase your website visitors’ engagement, boost SEO and acquire new visitors. By redirecting your social media traffic to your website, Scoop.it will also help you generate more qualified traffic and leads from your curation work.
Distributing your curated content through a newsletter is a great way to nurture and engage your email subscribers will developing your traffic and visibility.
Creating engaging newsletters with your curated content is really easy.