While it’s impossible to predict where and when a natural disaster, virus outbreak or terrorist attack will happen, it’s not impossible to have a strategic plan in place that will empower destination marketing organizations (DMO) to mitigate the impact to local tourism during and after a crisis. Here are a few things to keep in mind.
By now, you’ve likely had your fill of New Year’s resolutions. But while some resolutions fade as quickly as the New Year’s Eve fireworks, the start of the year is the ideal time for some thoughtful reflection on your marketing strategy.
Social media measurement has evolved drastically since brands first forayed into Facebook, Twitter and other social platforms. So, has your approach changed too?
A captivating image of a destination is bound to garner a traveler’s interest, and might even be enough to get them to book a trip. In fact, MMGY found that 37% of people make a travel decision based off of images.
There are so many amazing moments that a traveler can experience in Great Britain throughout the year, which is exactly what VisitBritain, the national tourism agency of the United Kingdom, is looking to raise awareness of by partnering with Expedia. This builds on our previous partnerships, which have spanned more than five years and multiple successful initiatives and award-winning campaigns.
Last week, I was in New York for Advertising Week 2016 with some of the biggest and brightest minds in advertising, so it’s no wonder I came home with some new insights and takeaways. From panel discussions to networking events, here are some of the top takeaways I gathered for digital marketers and advertisers as we think about what works and what is next.
Aloha! Greetings from Hawai’i. I had the pleasure of participating at the 2016 Hawai’i Tourism Conference this week in Honolulu. This has been a big week: We launched our new “Discover Your Aloha” campaign with the Hawai’i Tourism Authority (HTA) earlier this week (check it out ) and I spoke at the conference about the evolving and increasingly competitive global marketplace we are facing today as marketers.
A picture may be worth a thousand words, but it’s often not enough to cut through the clutter and engage with new customers. A recent study shows people generally lose concentration after eight seconds, a shorter attention span than a goldfish. With that in mind, getting consumers to not only consider, but also book a trip is no small feat for destination marketing organizations (DMOs). DMOs however have a unique opportunity to reach travelers during their inspiration phase, using more than just a photo.
We had a great time last week at U.S. Travel Association’s ESTO, hosting a Learning Lab for attendees with a deep dive into our research and case studies from our leading destination marketing organization (DMO) campaigns. We talked last week on the blog about our traveler insights from our Learning Lab, and this week we want to share our key takeaways from attending sessions and networking with industry experts throughout the ESTO event. A few insights we picked up include:
With digital marketing spanning multiple channels, platforms, technologies, pricing models, and more, it’s always a best practice to ensure your optimizing these channels to meet and exceed your marketing goals. A challenge amongst advertisers is that with all of these channels and platforms, the influx of data and reporting can be overwhelming. Additionally, it can be difficult to identify the specific actionable insight from that data.