People of all ages experience and enjoy travel—it’s not one size fits all. Each generation—from Generation Z to Boomers—has its own set of unique preferences, from what type of content attracts them, to what type of device they use to book a trip, to the types of destinations and experiences they seek. A new study from Expedia Media Solutions on multi-generational travel trends in Europe found that while Millennials take the most number of trips per year, Boomers are taking the longest ones. On average, Europeans take 3.7 trips per year.
Shedding light on Australians’ travel habits is the new study commissioned by Expedia, What the findings show is that the average Australian prefers international travel rather than domestic, and seeks a variety of activities while vacationing. Like other travelers across the globe, Australians want to ‘experience something different.’ Marketing your brand as having diverse and unique experiences can help tap into the Australian travel market.
We are looking forward to participating at the Destination Marketing Association International (DMAI) Annual Convention, taking place July 11-14 in Montreal, Canada, as the presenters of the first ever DMAI Insights Forum. We will be sharing our latest custom research examining the behaviors of global travelers, as well as best practices for destination marketing organizations (DMOs).
Every year we are thrilled to be part of IPW, one of U.S. Travel Association’s (USTA) largest events focused on driving international visitation to the United States. We were busy at the show this year, and had the opportunity to meet with our partners, destination marketing organizations (DMOs), hoteliers and travel brands (140 of them to be exact) to talk about what’s next in digital marketing and share ideas and best practices to continue to increase travel to the U.S.
LATAM Airlines, which operates flights to and from Latin America, was looking to secure their position as the trusted airline for South American travel. Though they have flight routes all over Latin America, they narrowed in their sights on Lima, the capital and largest city of Peru, and Cusco, another Peruvian city known for its archaeological remains, to feature as travel destinations.
We all know that acquiring a new customer costs more than nurturing an existing one, which is why developing a loyal base of customers is crucial to many brands. This is especially true in the travel and hospitality space where people are looking for a dependable experience regardless of where in the world they are. In hospitality alone, 37 percent of consumers show a high level of loyalty to the hotel where they stay.
This week at the Australian Tourism Exchange (ATE), Australia’s largest travel and tourism event, we met with and learned from industry experts on new tools and campaigns in the travel industry. We also had the pleasure to present the first of our APAC Partner Awards to two Australian destination marketing organizations (DMO) who leveraged creativity to increase awareness and visitation to their destinations. The two winning campaigns include:
Europeans are known as frequent travelers, so not surprisingly they average 3.7 trips per year – but did you know the generation that takes the most trips is Millennials? That is one of many findings in a new study “Multi-Generational Travel Trends” that we released today, which explores the motivations and mindset of British, French and German travelers across Generation Z, Millennials, Generation X and Baby Boomer generations as they research, plan and book trips online.
National Travel and Tourism Week (NTTW), now in its 34th year, is the annual salute to travel in America spearheaded by the U.S. Travel Association (USTA). Travel is an industry that not only is an indispensable source of American jobs, but is one of the strongest, bringing in $2.3 trillion for the U.S. economy, as reported by the USTA. The U.S. travel industry, according to the Bureau of Labor Statistics, has recovered far faster than other economic sectors since 2008. Spending by travelers everywhere in the U.S., which currently totals over $947 billion annually, supports 15.3 million American jobs. That’s one in nine Americans whose employment depends upon plenty of travelers visiting and exploring the U.S.
Many of our U.S. marketing partners share a similar goal, to reach and engage travelers and often to drive travel and tourism. By creating digital marketing campaigns for brands and destinations across our global network of Expedia Inc. brands, we reach an active network of travelers to bring this objective to reality. In celebration of NNTW, we want to share a ‘Face’ of our Expedia Media Solutions team who created an award-winning campaign with a significant partner to drive awareness and tourism in the U.S.
Texas is a competitive market, so to break through the clutter Visit San Antonio (VSA) took an innovative, interactive approach to digital advertising that would showcase the wealth of activities and experiences the destination offers leisure visitors.
VSA, in partnership with Proof Advertising, teamed up with Expedia Media Solutions to create the first domestic tourism campaign featuring 360-degree video content within Interactive Advertising Bureau (IAB)-compliant banner ad units.
Launching today, the “My Day in San Antonio” campaign prompts people to engage with 360-degree video footage within the ad units; by clicking on hotspots within the video, users can discover a variety of San Antonio locations and experiences. As users engage with the hotspots and explore the content, the banner ad is transformed into a “choose your own travel adventure” quiz in which viewers can plan their perfect day in San Antonio. After interacting with the ad and creating their perfect San Antonio adventure, users will be delivered a personalized itinerary based on their choices and can enter to win a trip to San Antonio.
All 360-degree video content interactions and engagements happen within the IAB-compliant banner ads, breaking the boundaries digital advertising campaigns were previously constrained by. It provides a fluid experience as the user doesn’t need to leave the site to experience the 360-degree ad content. The ads are powered by patent-pending panamorphic technology developed by Advrtas that facilitates total ad responsiveness to multiple mobile phone sensors including the gyroscope, accelerometer and magnetometer. They are also full screen capable and play in all browsers and in app across all platforms and devices.
Advrtas, the world’s first 360-degree and virtual reality marketing and advertising solution, was chosen as the technology vendor for ‘My Day in San Antonio’, as it’s the first to be able to offer this immersive video capability to advertisers.
The campaign is designed to increase market share against competitive destinations within Texas, particularly San Antonio drive markets. It will run through September and is live across all Expedia, Inc. sites in the U.S. and select sites in Mexico, including Travelocity, Hotels.com and Expedia.com.