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.
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.
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.
The highly-anticipated sequel Kingsman: The Golden Circle showcases the exciting, secretive and adventurous side of Britain’s most iconic cities and landscapes. Extending that excitement from the big screen, today we launched a new interactive campaign with VisitBritain as part of our multi-year marketing partnership that leverages the Kingsman film to encourage U.S. travelers to explore and discover Great Britain through the eyes of a spy.
Travel inspiration can occur at any time, whether it’s from a conversation with a friend or an image you see browsing the web. For a destination marketer, understanding how and when consumers can be inspired and influenced is key.
Given the size of Holland, venturing around and exploring the region is somewhat easy for travellers. To educate travellers on the vast array of places to explore and activities to experience, outside of the well-known Amsterdam, and showcase the region’s accessibility, the Netherlands Board of Tourism & Conventions (NBTC) teamed up with us to create an interactive online hub for travellers to plan their ideal trip to Holland.
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.
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.