[accommodation marketing] today's socially inspired traveller
TRANSCRIPT
![Page 1: [Accommodation Marketing] Today's Socially Inspired Traveller](https://reader031.vdocument.in/reader031/viewer/2022022415/586f7ba81a28ab10258b7849/html5/thumbnails/1.jpg)
Today’s ‘socially’ inspired traveller
ASAP
![Page 2: [Accommodation Marketing] Today's Socially Inspired Traveller](https://reader031.vdocument.in/reader031/viewer/2022022415/586f7ba81a28ab10258b7849/html5/thumbnails/2.jpg)
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.
2
![Page 3: [Accommodation Marketing] Today's Socially Inspired Traveller](https://reader031.vdocument.in/reader031/viewer/2022022415/586f7ba81a28ab10258b7849/html5/thumbnails/3.jpg)
Accolades
3
‘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](https://reader031.vdocument.in/reader031/viewer/2022022415/586f7ba81a28ab10258b7849/html5/thumbnails/4.jpg)
Our clients
4
![Page 5: [Accommodation Marketing] Today's Socially Inspired Traveller](https://reader031.vdocument.in/reader031/viewer/2022022415/586f7ba81a28ab10258b7849/html5/thumbnails/5.jpg)
Where would you stay?
5
![Page 6: [Accommodation Marketing] Today's Socially Inspired Traveller](https://reader031.vdocument.in/reader031/viewer/2022022415/586f7ba81a28ab10258b7849/html5/thumbnails/6.jpg)
“I could make it a place I lived in…”
6
![Page 7: [Accommodation Marketing] Today's Socially Inspired Traveller](https://reader031.vdocument.in/reader031/viewer/2022022415/586f7ba81a28ab10258b7849/html5/thumbnails/7.jpg)
Emotional choice
• Space
• Freedom
• Privacy
• Quality
• Homely
• Local
• Experience
7
![Page 8: [Accommodation Marketing] Today's Socially Inspired Traveller](https://reader031.vdocument.in/reader031/viewer/2022022415/586f7ba81a28ab10258b7849/html5/thumbnails/8.jpg)
Marketplace
8
• 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](https://reader031.vdocument.in/reader031/viewer/2022022415/586f7ba81a28ab10258b7849/html5/thumbnails/9.jpg)
Is the message clear?
9
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](https://reader031.vdocument.in/reader031/viewer/2022022415/586f7ba81a28ab10258b7849/html5/thumbnails/10.jpg)
Research to booking
10
• 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](https://reader031.vdocument.in/reader031/viewer/2022022415/586f7ba81a28ab10258b7849/html5/thumbnails/11.jpg)
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
11
![Page 12: [Accommodation Marketing] Today's Socially Inspired Traveller](https://reader031.vdocument.in/reader031/viewer/2022022415/586f7ba81a28ab10258b7849/html5/thumbnails/12.jpg)
Social media approach
• Facebook key too
• Twitter for corporate comms
• Trend for Instagram too
• Realistic content schedule
12
![Page 13: [Accommodation Marketing] Today's Socially Inspired Traveller](https://reader031.vdocument.in/reader031/viewer/2022022415/586f7ba81a28ab10258b7849/html5/thumbnails/13.jpg)
Facebook example
13
• 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](https://reader031.vdocument.in/reader031/viewer/2022022415/586f7ba81a28ab10258b7849/html5/thumbnails/14.jpg)
LinkedIn example
14
![Page 15: [Accommodation Marketing] Today's Socially Inspired Traveller](https://reader031.vdocument.in/reader031/viewer/2022022415/586f7ba81a28ab10258b7849/html5/thumbnails/15.jpg)
Other examples
15
![Page 16: [Accommodation Marketing] Today's Socially Inspired Traveller](https://reader031.vdocument.in/reader031/viewer/2022022415/586f7ba81a28ab10258b7849/html5/thumbnails/16.jpg)
Other examples
16
![Page 17: [Accommodation Marketing] Today's Socially Inspired Traveller](https://reader031.vdocument.in/reader031/viewer/2022022415/586f7ba81a28ab10258b7849/html5/thumbnails/17.jpg)
Social Advertising
17
• Becoming a serious contender
• ‘outcomes’ have developed significantly
• Direct bookings
• Content driven; emotional reinforcement
![Page 18: [Accommodation Marketing] Today's Socially Inspired Traveller](https://reader031.vdocument.in/reader031/viewer/2022022415/586f7ba81a28ab10258b7849/html5/thumbnails/18.jpg)
Social vs. traditional
18
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
![Page 19: [Accommodation Marketing] Today's Socially Inspired Traveller](https://reader031.vdocument.in/reader031/viewer/2022022415/586f7ba81a28ab10258b7849/html5/thumbnails/19.jpg)
Social vs. traditional
19
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](https://reader031.vdocument.in/reader031/viewer/2022022415/586f7ba81a28ab10258b7849/html5/thumbnails/20.jpg)
Social vs. traditional
20
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
![Page 21: [Accommodation Marketing] Today's Socially Inspired Traveller](https://reader031.vdocument.in/reader031/viewer/2022022415/586f7ba81a28ab10258b7849/html5/thumbnails/21.jpg)
Social vs. traditional
21
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](https://reader031.vdocument.in/reader031/viewer/2022022415/586f7ba81a28ab10258b7849/html5/thumbnails/22.jpg)
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
22