Creating traveller context BETA 7 October 2015 @fizplaces What a wonderful industry to be in… Travel is such a big subject. It’s hard to know where to begin on a given topic. It’s hard to do it justice. I am not going to talk to you about the digital revolution. We all get that don’t we? Today’s 40 somethings (ahem) are the last generation to have fully experience BOTH the analogue and digital worlds. Most people you want to engage have no experience of a life pre-Google! @fizplaces

By 2016 marketers are expected to spend more than 50% of their time creating and distributing content… Source: Content Marketing Institute 2015

81% of travel shopping baskets are abandoned compared to 68% in other types of retail It is the nature of that content that matters, and will be most time-consuming but also influential if they are successful finding it. Real-time, experiential, curated, multi source, authentic, personalised. 79% of marketers plan to increase their spend on content in 2016. Currently they spend over 25% of their budget on it.

what content should we create? inspirational motivational emotional contextual informational Content creation is time-consuming

Consumers (travellers) 80% of consumers read 6 to 12 reviews on average before making a booking 73% of website visitors rely on user submitted images to make a decision 42% of all stories shared on Facebook are travel-related.

Millennials (avid travellers) will soon have record-breaking purchasing power 18 hours with media per day peer reviews as trusted as professional reviews 40% use UGC to inform their travel plans Source: Crowdtap http://blog.crowdtap.it/2014/04/millennials-heart-ugc-infographic/ Millennials are fastest growing travel demographic

Story-telling is the new marketing Personal Contextual Authentic UGC social peer Influential / trending Mobile (multi-device) Experiential Seamless Story-telling is the new marketing. Most stories are hyper-local

The new rules of play 1. Inform 2. Build trust 3. Ask to book It’s time to stop thinking product and start thinking context It’s time to stop creating content and become immersed in stories Create the desire to go The best stories are real-time and hyper local

Creating context - examples It is the nature of that content that matters, and will be most time-consuming but also influential if they are successful finding it. Real-time, experiential, curated, multi source, authentic, personalised. 79% of marketers plan to increase their spend on content in 2016. Currently they spend over 25% of their budget on it.

Tripadvisor traveler reviews made into short movies See Puerto Rico (dmo) Tripadvisor traveler reviews made into short movies 3m views www.seepuertorico.com See Puerto Rico –DMO - 3 million views of their short movies conveying what travelers wrote on tripadvisor

SACO Apartments (business travel) hyper-local context Saco (serviced apartments) – Millennials and the Future of Business Travel (white paper) 18,253 bookings in 2014 www.sacoapartments.com/blog

real-time interaction Four Seasons Pin. Pack. Go. on Pinterest real-time interaction It is the nature of that content that matters, and will be most time-consuming but also influential if they are successful finding it. Real-time, experiential, curated, multi source, authentic, personalised. 79% of marketers plan to increase their spend on content in 2016. Currently they spend over 25% of their budget on it.

Virtual concierge via fiz 50+ daily shares St James Court (luxury hotel) Virtual concierge via fiz 50+ daily shares According to ShareThis, travel related content creates 40% more click backs than other shares www.stjamescourthotel.co.uk

Resources: Skift: The Rise of the Millennial Traveler Content Marketing handbook and more on StackAdapt Think Like A Freak – Dubner and Levitt or Predatory Thinking – Dave Trott fiz: 5 ways to Take Ownership of User Generated Content

We travel, first, to lose ourselves; and we travel, next, to find ourselves. - Pico Iyer

Thank you sarah@fiz.com www.fiz.com