[accommodation marketing] today's socially inspired traveller

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Today’s ‘socially’ inspired traveller ASAP

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Page 1: [Accommodation Marketing] Today's Socially Inspired Traveller

Today’s ‘socially’ inspired traveller

ASAP

Page 2: [Accommodation Marketing] Today's Socially Inspired Traveller

About us

People you can talk to. Results that speak for themselves.

An award-winning social media agency, we're constantly evolving to push the limits of what your business can achieve.

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Page 3: [Accommodation Marketing] Today's Socially Inspired Traveller

Accolades

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‘Social Media Agency of the Year’

‘South Marketing Agency of the Year’

‘Social Media Agency of the Year’

‘South Marketing Agency of the Year’

‘Social Media Agency of the Year’

‘Tourism Campaign of the Year’

Page 4: [Accommodation Marketing] Today's Socially Inspired Traveller

Our clients

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Page 5: [Accommodation Marketing] Today's Socially Inspired Traveller

Where would you stay?

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Page 6: [Accommodation Marketing] Today's Socially Inspired Traveller

“I could make it a place I lived in…”

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Page 7: [Accommodation Marketing] Today's Socially Inspired Traveller

Emotional choice

• Space

• Freedom

• Privacy

• Quality

• Homely

• Local

• Experience

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Page 8: [Accommodation Marketing] Today's Socially Inspired Traveller

Marketplace

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• Awareness increasing

• Business stronger

• Leisure a challenge

• What do SA brands stand for?

• Emotions key

• How to communicate?BDRC International – Hotel Guest Survey 2016

Page 9: [Accommodation Marketing] Today's Socially Inspired Traveller

Is the message clear?

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A hotel with more space and amenities?

An ‘Airbnb’ with brand standard?

Living Privacy

Homely Freedom

Shared values

Page 10: [Accommodation Marketing] Today's Socially Inspired Traveller

Research to booking

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• Research gateway to booking

• How researching?

• Digital the key channel

• Research on mobile

• Content snacking

• Book on desktop

Page 11: [Accommodation Marketing] Today's Socially Inspired Traveller

Social media approach

• Great for snackable content

• Convey emotion

• Content says “why here/us?”

• Drive brand awareness and credibility

• Create touch points

• LinkedIn good for business

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Page 12: [Accommodation Marketing] Today's Socially Inspired Traveller

Social media approach

• Facebook key too

• Twitter for corporate comms

• Trend for Instagram too

• Realistic content schedule

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Page 13: [Accommodation Marketing] Today's Socially Inspired Traveller

Facebook example

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• Targeted content

• Relevant & informative

• How improved?

• Linked to blog post

• Small post boost

• Custom audience

• Reach, awareness & traffic

Page 14: [Accommodation Marketing] Today's Socially Inspired Traveller

LinkedIn example

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Page 15: [Accommodation Marketing] Today's Socially Inspired Traveller

Other examples

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Page 16: [Accommodation Marketing] Today's Socially Inspired Traveller

Other examples

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Page 17: [Accommodation Marketing] Today's Socially Inspired Traveller

Social Advertising

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• Becoming a serious contender

• ‘outcomes’ have developed significantly

• Direct bookings

• Content driven; emotional reinforcement

Page 18: [Accommodation Marketing] Today's Socially Inspired Traveller

Social vs. traditional

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Channel Impressions Clicks Cost

Daily Telegraph 1,336,760 5,333 £35,000

Readers Digest 1,200,000 3,390 £25,000

Guardian 412,000 £30,000

Facebook

Page 19: [Accommodation Marketing] Today's Socially Inspired Traveller

Social vs. traditional

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Channel Impressions Clicks Cost

Daily Telegraph 1,336,760 5,333 £35,000

Readers Digest 1,200,000 3,390 £25,000

Guardian 412,000 £30,000

Facebook 562,000 18,750 £15,000

Page 20: [Accommodation Marketing] Today's Socially Inspired Traveller

Social vs. traditional

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Channel Impressions Clicks Cost

Lonely Planet 500,000 3,400 £17,820

Trip Advisor 1,822,834 £25,500

Travel network 3,000,000 2,177 £32,400

Facebook

Page 21: [Accommodation Marketing] Today's Socially Inspired Traveller

Social vs. traditional

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Channel Impressions Clicks Cost

Lonely Planet 500,000 3,400 £17,820

Trip Advisor 1,822,834 £25,500

Travel network 3,000,000 2,177 £32,400

Facebook 750,000 27,222 £17,500

Page 22: [Accommodation Marketing] Today's Socially Inspired Traveller

Learnings

• Audience awareness growing • Need to communicate emotional value• Digital critical for travel research & booking • Social perfect to host “snackable” content • Create touch points – business & leisure audiences• Content - tell not sell but some offers – boost• Social Advertising now a contender• Big opportunity to do it right

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Page 23: [Accommodation Marketing] Today's Socially Inspired Traveller

Questions

Rich BirtwhistleSales Director

+44 (0) 7809 205 293

[email protected]

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