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.
A recent report from Facebook and Deloitte emphasises that travel brands must become more sophisticated on social media as the shift away from TV continues. The report, which is a result of a global survey of 10,400 social media users, identifies some key ways that travel brands can improve their performance on social media.
The report also lays out some statistics which highlight how users are engaging with social and travel:
76% of social media users have a dream trip list, but only 8% have been everywhere on the list.
Social media ranks second to friends and family as a source of travel ideas.
68% say that reviews give them the confidence to book a holiday. OTAs have a 37% share within this cohort.
Holidays were the third most reported topic that the surveyed social media users consumed.
While many marketers confess to still being stumped when it comes to measuring social media's return on investment, at least one major brand seems to feel pretty confident about it: KLM Royal Dutch Airlines, the flagship carrier of the Netherlands, long a standout for its forward-thinking social media strategy.
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.
Customer service is rapidly migrating from the telephone to an array of digital channels, led by social media, Web chat, mobile apps, and online video, reflecting customers' evolving technology and expectations. That's according to a new report from Dimension Data, which surveyed 901 organizations with customer contact centers in 72 countries around the world about their plans for the next two years.
As the number of email users increases, globally, and as the open rates across platforms - but especially in the mobile space - rise, the time for marketers to fully implement email targeting and personalisation strategies is now. Content rules the email marketer's approach. Within this drive for more and better technology to make emails useful to consumers in real time, every time they open a message (or re-open one), success in the email marketing space is dependent upon the quality of the content. If travel brands create compelling content, subscribers want that narrative in their inboxes. It has to find them, however, in just the right way. Optimisation across different device types now goes hand-in-hand with content, and travel brands must align their emails (and landing pages) with the different sizes and shapes of the screens their recipients use. Click here to read the full report.
Albuquerque startup HotelUpgrade is picking at the margins of the hotel business, and in the last two weeks it has doubled the number of hotels signed up for its service, according to founder and CEO Pranav Patel.
Most consumer-driven businesses have embraced the app revolution and utilised the power of having the brand in the hand of the customer at all times as a way to evolve and grow their business. As one of the largest consumer-driven industries, tour operators have not, at least not to the extent that they should have, embraced app technology to drive their businesses forward. -
Hyatt and its agency Rokkan are launching the #HyattAllIn social sweepstakes that invites entrants to go "all in" by sharing video content to capture the spontaneous experiences of real guests staying at a Hyatt all-inclusive resort. "The objective of the #HyattAllIn campaign was to really make a splash and raise awareness in a high impact, disruptive way," says Austin Mahler, VP client partnership and general manager/WEST at Rokkan.
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