1. 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

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

3. 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 Currently they spend over 25% of their budget on it.

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

5. 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.

6. 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
Millennials are fastest growing travel demographic

7. 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

8. 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

9. 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 Currently they spend over 25% of their budget on it.

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

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

12. 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 Currently they spend over 25% of their budget on it.

13. 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

14. 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

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

16. Thank you