In May 2019, Chris Hemsworth posted his selfie with a Quokka, and the Quokka selfie trend went viral again. The ‘smiling’ marsupial has attracted a whole generation of young travelers to explore Western Australia – especially Rottnest Island.
A collaboration with Western Australia Tourism focused on promoting Australia’s west coast as a destination to young Singaporeans focused on unique experiences. With its less-crowded white-sand beaches, turquoise waters, excitement-inducing drift snorkeling and kayaking, the region’s unique culinary delights, and a short five-hour flight from Singapore to Perth made a convincing case for travelers from Singapore.
A creative TV campaign was featured on Singtel, FOX, Starhub and Media Corp stations, followed by a digital strategy that drove young Singaporeans to a special landing page on Expedia.com.sga. The content spoke to specific demands such as world-class nature experiences, safety, good food and wine, and friendly locals with the benefit of being so close to home. The effort, which was the first marketing collaboration of its kind in Asia Pacific, saw the number of unique visitors to the landing page increase and resulted in a surge in hotel stays.
Having once-in-a lifetime experiences, learning about new cultures, and having an Instagram-worthy backdrop for holiday pictures are strong motivators for young travelers, and Finland ticks all these boxes. Whether its lightly beating yourself with birch leaves in a sauna (said to improve circulation) and then plunging into an ice-cold lake, going ice diving, watching the Aurora, or even visiting Santa Claus, Finland opens the door to exciting experiences and gives young travelers a look at its unique art, culture, food, and fashion.
Expedia Group's first party data indicated that many tourists from Hong Kong, Japan, UK, and US were looking to holiday in Finland but ended up visiting other Scandinavian destinations. This was attributed to the lack of visibility of picturesque holiday destinations. We also identified that young travelers from Asia, especially Hong Kong and Japan, often look at visiting highly popular European destinations. Finland is a stopover but not a stop on these routes.
Identifying a way to lure travelers to the untold Finland story, we worked with Visit Finland and StopOver Finland, to craft a dispersal strategy directing those traveling from Asia to Paris and Berlin to landing pages on Expedia.co.jp, Expedia.com.hk, Expedia.co.uk and Expedia.com. These microsites exposed travel shoppers to the natural beauty of less-visited regions at the heart of Finland, especially Lakeland and its interior regions. The microsites introduced vacationers to the sustainable tourism, pristine scenery, and unique slow food culture Finland promises.
Given that many millennials and Gen Zers are open to longer holidays, the campaign collaborated with Finnair allowing visitors to extend their layover for up to five days and leveraged Expedia’s Lodging Partner Services to help them find diverse accommodation. Visit Finland saw a return on ad spend of 40:1 as a direct result of this campaign. Travelers booking trips 8 to 14 day trips represented 30-50% of bookings on Finnair.
As travel becomes accessible to a larger number of people, younger generations are taking cognizance of its effects on communities and the environment. With Millennials and Gen Z poised to power the travel industry, we have an opportunity to use our insights regarding their behaviors and preferences to inspire them with travel choices that fulfill their wanderlust while minimizing the impact of their travels.