Gone are the days of one-way marketing conversations, when marketers spoke at consumers and consumers didn't speak back. Now, we're engaging in meaningful two-way conversations across multiple platforms and formats. We have well and truly moved from the realms of static billboards and banners. Our audiences expect to be understood and listened to. That means that our marketing must change too.
Every March, travel and tourism brands from across the globe descend on Berlin, Germany for ITB, the world’s leading travel trade show. Our team was there this year, taking more than one million combined steps across the huge conference venue to meet with our global marketing partners and enjoy the expansive show floor.
Earlier this week at ITB in Berlin, Europe’s largest travel trade show, we had the pleasure of presenting our annual Partner Awards to this year’s winners from the EMEA region. The awards celebrate the very best creativity and achievement in travel marketing from the last 12 months, honoring some of the most innovative and high performing campaigns. This year we are pleased to recognize the following successes.
Did you know that German travelers take an average of nearly 36 vacation days a year and that they prioritize experiences as their number one travel consideration? With that much time and valuing of experiences, it’s no wonder German travelers research their destinations beforehand, consulting different places and types of content for inspiration. To that end, we’re sharing data and insights from our German multi-generational travel trends study to help you get your branded message in front of them, at the right time and place.
Brand USA, the destination marketing organization for the United States, has a mission to increase incremental international visitation to the United States. They plan to do just that in a new campaign, by inspiring travel and destination discovery by transporting people on a sound journey around the U.S. with just a pair of headphones.
This past week our team gathered in New York City to participate in the HSMAI events taking place, including the Chief Marketing Officer Executive Roundtable and the Digital Marketing Strategy Conference. This is a conference we look forward to every year, and a chance for us to not only share our latest insights, but also connect with industry leaders and masterminds on the latest trends in travel and hospitality.
British travel, both domestic and international, increased in 2017 and is projected to keep increasing for 2018, according to a new report in ABTA. This is great news for marketers as this growth presents an opportunity for you to reach a larger audience. With that, we’re giving you insights into British generations to help you connect more deeply with the British traveler.
While many destinations around the world can offer visitors restaurants, shopping, nightlife and more, the San Diego Tourism Authority would argue that all of those things are better to experience by the beach. And, they would know. San Diego is known for its beautiful coastline, its sandy beaches and its amazing weather.
As global travel continues to flourish, airlines are smartly offering free stopovers to ambitious travelers and turning midway hubs into destinations themselves. Visit Finland, the destination marketing organization representing the country, teamed up with us to launch a digital marketing campaign. As part of the StopOver Finland project, the campaign capitalized on a flight stopover component with Finnair, tapping into Finland’s location at the crossroads of Asia and Europe to attract visitors to Finland.
Every year Americans collectively leave 662 million days of vacation on the table. That is according to Project: Time Off, which is an initiative by the U.S. Travel Association to raise awareness of all the vacations days that go unused. The national movement encourages Americans to take time off, showing the value vacation has in strengthening personal relationships, inspiring creative thinking, improving professional performance, promoting better health – and traveling, if you ask us.