From Instagram to Bookings: Visual Marketing Strategies for Travel Brands

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  • 2015 Phocuswright Inc. All Rights Reserved.

    Kristen Hall | Enterprise Strategy Director for Travel at Olapic

    Marcello Gasdia | Director of Consumer Research at Phocuswright

    FROM INSTAGRAMTO BOOKINGSVISUAL MARKETING STRATEGIES FOR TRAVEL BRANDS

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  • 2015 Phocuswright Inc. All Rights Reserved.

    ABOUT THE PRESENTERS

    MARCELLO GASDIA Marcello joins Phocuswright with a background in applied market research. With an emphasis on quantitative methodology, Marcello applies skills that are fundamental to Phocuswrights consumer research projects including research design and implementation, statistical analysis and meaningful dissemination.

    KRISTEN HALL Kristen has 8 years of travel industry marketing experience, including recently accepting a 2015 Skiftie award for Best Vendor for Travel Brands on behalf of Olapic. She was also named one of Phocuswrights Class of 35 in 2014, a program designed to highlight rising stars in travel, tourism and hospitality.

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  • 2015 Phocuswright Inc. All Rights Reserved.

    WEBINAR HOUSEKEEPING

    Please ask questions in the question box or tweet @Olapic on Twitter

    A recording and a survey will be sent following this webinar, please let us know how we did!

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  • 2015 Phocuswright Inc. All Rights Reserved.

    How long will we stay?

    Beach vacation or Disneyland?

    Is this hotel right for the children?

    Should we rent a car?

    Should we try Airbnb?

    Are there fun things to do

    nearby?

    How much am I really ready to

    spend?

    Fly or drive?

    Do I invite the in-laws?

    Is the hotel vegan

    friendly?

    Which hotels have the best

    reviews?

  • 2015 Phocuswright Inc. All Rights Reserved.

  • 2015 Phocuswright Inc. All Rights Reserved.

  • 2015 Phocuswright Inc. All Rights Reserved.

    Which websites have the best price?

    Where can I find the most honest

    reviews? Is it cheaper to rent an

    apartment?

    Which websites show the most

    options?

    Where have my friends stayed?

    Where can I find good travel

    photography and videos?

    Which websites are

    easiest to use?

    Anyone know a good travel

    blog?

  • 2015 Phocuswright Inc. All Rights Reserved.

    Online Travel Agencies

    Travel review websites

    MetasearchSearch engines

    Supplier websitesHome and apartment rental websites

    Travel blogs

    Social networksMagazine and newspaper websites

  • 2015 Phocuswright Inc. All Rights Reserved.

    Reasons Online Hotel Shoppers Choose Specific Websites

    Source: Phocuswright's U.S. Consumer Travel Report Seventh Edition

    It is easy to use

    It has the best prices/offers

    I trust the brand

    I had a good experience when I booked with that website before

    It provides the most information and photography

    0% 15% 30% 45% 60%

  • 2015 Phocuswright Inc. All Rights Reserved.

    Important Features and Functionality for Online Hotel Shoppers

    Source: Phocuswright's U.S. Consumer Travel Report Seventh Edition

    Traveler-submitted ratings/reviews

    Interactive maps that display lodging and attractions

    Traveler-submitted photos

    Professional ratings/reviews

    Professional photos

    0% 11% 22% 33% 44%

  • 2015 Phocuswright Inc. All Rights Reserved.

    Types of Websites Used to Shop for Hotels

    Online Hotel Shoppers

  • 2015 Phocuswright Inc. All Rights Reserved.

    Millennials (18-34) are the demographic most likely to travel and they had

    another exceptional year in 2014.

  • 2015 Phocuswright Inc. All Rights Reserved.

    Millennials (18-34) 70% traveled in 2014 Roughly $3,000 annual household leisure travel

    spending 40% traveling 3 or more times per year Loyalty participation is soaring

  • 2015 Phocuswright Inc. All Rights Reserved.

    Devices Used to Shop for Leisure Travel, by Age

    Source: Phocuswright's U.S. Consumer Travel Report Seventh Edition

    PC Smartphone Tablet

    18%8%

    81%

    27%22%

    81%

    32%40%

    75%

    18-34 35-54 55+

  • 2015 Phocuswright Inc. All Rights Reserved.

  • 2015 Phocuswright Inc. All Rights Reserved.

  • 2015 Phocuswright Inc. All Rights Reserved.

  • 2015 Phocuswright Inc. All Rights Reserved.

    22% Check-In for a flight

    During my last leisure trip, I used my smartphone to

    15% Board an airplane16% Manage my itinerary

    Source: Phocuswright Inc.

  • 2015 Phocuswright Inc. All Rights Reserved.

  • 2015 Phocuswright Inc. All Rights Reserved.

  • 2015 Phocuswright Inc. All Rights Reserved.

    Personal conversations (in person or via phone)

    Email

    Posting on general social networking websites

    Text messaging

    Online instant messaging

    Writing a review on a travel review website

    Mobile messaging apps (e.g, WhatsApp)

    0% 15% 30% 45% 60%

    2012 20132014

    Channels Used for Travel Sharing

    Source: Phocuswright's Traveler Technology Survey 2014

  • 2015 Phocuswright Inc. All Rights Reserved.

    31%35%

    From home or work While traveling

    Sharing Travel Experiences via Social Networks

    Source: Phocuswrights Traveler Technology Survey 2014

  • 2014 Phocuswright Inc. All Rights Reserved.

    FROM INSTAGRAMTO BOOKINGSHow to use authentic traveler-generated photos

    in your Marketing

  • IN THE TRAVEL INDUSTRY STOCK PHOTOS ALL LOOK THE SAME

    $304/ NIGHT $229/ NIGHT

  • TEXT DESCRIPTIONS JUST DONT DO OFFERINGS JUSTICE

  • AND ITS MISSING AUTHENTICITY THAT ONLY USER-GENERATED CONTENT CAN PROVIDE

    67%

    of traveler trust UGC more than brand-created content

  • CURRENTLY TRAVELERS ARE FORCED TO LEAVE BRAND SITES TO FIND THIS CONTENT

    On average travelers visit 37 webpages before booking. TripAdvisor made 1 billion dollars in booking fees in 2013 from travelers looking for this authentic content.

  • OLAPIC CAN HELP COUNTER THIS THREAT

  • BRANDS CAN CAPTURE THE FEATURES OF THEIR PRODUCTS

    fans can capture the moments that happen there.

  • AND, UGC ON PROPERTY PAGES AS RICH VISUAL REVIEWS

    giving traveler the confidence they need to book.

  • Customers and communities love to be featured on site and engaging with other customer photos

    Customers are motivated and inspired by other customers

    Customer photos increase conversions

    THE RESULTS ARE POWERFUL

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  • 2014 Phocuswright Inc. All Rights Reserved.

    THE AMOUNT OF TRAVEL CONTENT ON INSTAGRAM ALONE IS STAGGERING

    There are currently over 27 million photos hashtagged #vacation on Instagram alone.

    364k 312k

    218k

    212k

    225k

    260k

    929k 2.2m

    346k

    44k

    241k359k

    142k 447k

    71k734k

    92k

    35k

  • THE POWER OF INSTAGRAM

    322,784 posts

  • CONFIDENTIAL

    Approve on-brand content and tag directly to offerings.

    Ask for rights for your favorite content automatically and engage customers in the process.

    Turn your best content creators into brand ambassadors in the process

    CURATE

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  • PUBLISH Mobile-Ready

    CONFIDENTIAL

    TARGET RESULTS:

    44% increase in app revenue

    Increased add to cart rate from 12.5 to 15%

    Amazing press & featured at F8 Facebook conference as best example of shoppable Instagram

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  • PUBLISH Post Stay Email

    CONFIDENTIAL

    Send a friendly email encouraging happy travelers to share photos of their experiences

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  • PUBLISH On Property & Offline

    CONFIDENTIAL

    Leverage your rights-approved content across multiple marketing channels including owned and paid from one simple dashboard

    Reach and inspire potential brand ambassadors through fresh and relevant content

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  • Incorporate UGC into collateral, catalogs and other print material

    EXTEND Print advertising & Collateral

    CONFIDENTIAL

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  • Send user photos to social media sites like Pinterest, Facebook and Instagram straight from Olapics platform with a few clicks

    EXTEND Publish to Social Media

    CONFIDENTIAL

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  • Eliminate guess work from your creative by inserting top performing UGC into your ads

    Reduce cost, time and effort of production

    Always have original and fresh images for advertising

    Improve your Ad performance

    CONFIDENTIAL

    EXTEND Instagram Ads

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    CTR CPA

    CONTENT TYPE CLICKTHROUGH RATE

    COST PER ACTION AD FREQUENCY

    Non-UGC -0.5%

    $12.66 12.6

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    CONTENT TYPE CLICKTHROUGH RATE

    COST PER ACTION AD FREQUENCY

    UGC 1.1%

    $3.20 1.8

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    QUESTIONS?

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    THANK YOU

    Attending the Phocuswright Conference in Ft. Lauderdale? Visit Olapics kiosk and join our workshop session on using traveler-generated

    photos to drive bookings.