The Evolving Travel Shopping Journey: Traveling & Sharing The Experience

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In the final part of our Digital Marketing Summit for Hoteliers, Ed St. Onge, President of Flip.to and Charlie Osmond, Chief Tease of Triptease discuss the traveling & sharing the experience phase of the travel shopping journey and its impact on driving direct bookings.

Marketing

Let Me Take A Selfie:
Traveling & Sharing
The Experience
1:05PM – 1:35PM ET #EvolvingTravel
Ed St. Onge, President, Flip.to
Charlie Osmond, Chief Tease, Triptease

Beyond The Booking
Source: Google, 2016 | ReviewPro, 2015 | Phocuswright, 2016

Let Me Take A Selfie:
Travel and Sharing
The Experience
Ed St. Onge
President, Flip.to

Storytellers
Modern technology has made us all storytellers.
We share the highlights of everything we do.

A “shout-out” to the biggest disruptors in travel
marketing

The evolution of our travel stories
THEN NOW

A post shared only 3 times reaches
over 10,000 people.
A single person can
have massive
reach

THE SHORES OUTDOORS
PHOTO CONTEST
SEP 11 - DEC 29, 2015

The last 3 months of advocacy:
375,000+ potential guests reached
6 year follower-base

Storytellers are an effective way to avoid competing on marketing spend
with the big players

Edward St. Onge • President • http://flip.to
Stories travel
Your guests have incredible stories to tell, and huge global
audiences who are listening.
Make their stories an integral part of your story, and turn
meaningful moments into measurable ROI.

Let Me Take A Selfie
Charlie Osmond
Chief Tease, Triptease

Industry leaders?
“Investing in social media
is wasted money”
Glenn Fogel, Head of Strategy, Priceline
“It did not move the needle”
Steve Kaufer, CEO Tripadvisor

Social can drive awareness
Research by Consumer Pulse
Research & EvaluationAwareness Purchase decision

Using social to increase bookings
Charlie Osmond
Chief Tease, Triptease
1. Gather reviews (social proof)
2. Custom audiences

David Chestler
EVP Global Enterprise Sales & Business
Development, SiteMinder
www.siteminder.com
Ed St. Onge
President, Flip.to
www.flip.to
Charlie Osmond
Chief Tease, Triptease
www.triptease.com
Joey Egan
VP, Marketing, Leonardo
www.leonardo.com

Connect With Us
Charlie Osmond
Chief Tease, Triptease
www.triptease.com
charlie@triptease.com
linkedin.com/in/charlieo
@cosmond
Chris Blaine
VP, Sales & Account Management, Sojern
www.sojern.com
chris.blaine@sojern.com
linkedin.com/in/clblaine
@sojern
David Chestler
EVP Global Enterprise Sales & Business
Development, SiteMinder
www.siteminder.com
david.chestler@siteminder.com
linkedin.com/in/davidchestler
@dchestler
Ed St. Onge
President, Flip.to
www.flip.to
estonge@flip.to
linkedin.com/in/edward-st-onge-7b53735
@EdwardStOnge
Ellis Connolly
Chief Revenue Officer, TrustYou
www.trustyou.com
ellis.connolly@trustyou.com
linkedin.com/in/ellisconnolly
@ellis_connolly
Joey Egan
VP, Marketing, Leonardo
www.leonardo.com
joey.egan@leonardo.com
linkedin.com/in/joey-egan-1017621
@joeyegan

Slide deck & recordings will be shared with
you next week.
Upcoming webinar: “Hotel Marketing
Trends for 2017” - Thursday, November 17
(11AM ET). Details coming to your inbox
soon.
We value your feedback! Please complete
the exit survey.

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The Evolving Travel Shopping Journey: Traveling & Sharing The Experience

1. Let Me Take A Selfie: Traveling & Sharing The Experience 1:05PM – 1:35PM ET #EvolvingTravel Ed St. Onge, President, Flip.to Charlie Osmond, Chief Tease, Triptease

2. Beyond The Booking Source: Google, 2016 | ReviewPro, 2015 | Phocuswright, 2016

3. Let Me Take A Selfie: Travel and Sharing The Experience Ed St. Onge President, Flip.to

4. Storytellers Modern technology has made us all storytellers. We share the highlights of everything we do.

5. A “shout-out” to the biggest disruptors in travel marketing

6. It hasn’t all been upside…

7. The evolution of our travel stories THEN NOW

8. A post shared only 3 times reaches over 10,000 people. A single person can have massive reach

9. Awesome Opportunity for Hotels

10. THE SHORES OUTDOORS PHOTO CONTEST SEP 11 - DEC 29, 2015

11.

12. The last 3 months of advocacy: 375,000+ potential guests reached 6 year follower-base

13. Storytellers are an effective way to avoid competing on marketing spend with the big players

14. Edward St. Onge • President • http://flip.to Stories travel Your guests have incredible stories to tell, and huge global audiences who are listening. Make their stories an integral part of your story, and turn meaningful moments into measurable ROI.

15. Let Me Take A Selfie Charlie Osmond Chief Tease, Triptease

16.

17.

18. Industry leaders? “Investing in social media is wasted money” Glenn Fogel, Head of Strategy, Priceline “It did not move the needle” Steve Kaufer, CEO Tripadvisor

19. Social can drive awareness Research by Consumer Pulse Research & EvaluationAwareness Purchase decision

20. Social proof

21. Social web The best ROI from Facebook?

22. Using social to increase bookings Charlie Osmond Chief Tease, Triptease 1. Gather reviews (social proof) 2. Custom audiences

23. David Chestler EVP Global Enterprise Sales & Business Development, SiteMinder www.siteminder.com Ed St. Onge President, Flip.to www.flip.to Charlie Osmond Chief Tease, Triptease www.triptease.com Joey Egan VP, Marketing, Leonardo www.leonardo.com

24. Connect With Us Charlie Osmond Chief Tease, Triptease www.triptease.com charlie@triptease.com linkedin.com/in/charlieo @cosmond Chris Blaine VP, Sales & Account Management, Sojern www.sojern.com chris.blaine@sojern.com linkedin.com/in/clblaine @sojern David Chestler EVP Global Enterprise Sales & Business Development, SiteMinder www.siteminder.com david.chestler@siteminder.com linkedin.com/in/davidchestler @dchestler Ed St. Onge President, Flip.to www.flip.to estonge@flip.to linkedin.com/in/edward-st-onge-7b53735 @EdwardStOnge Ellis Connolly Chief Revenue Officer, TrustYou www.trustyou.com ellis.connolly@trustyou.com linkedin.com/in/ellisconnolly @ellis_connolly Joey Egan VP, Marketing, Leonardo www.leonardo.com joey.egan@leonardo.com linkedin.com/in/joey-egan-1017621 @joeyegan

25. Slide deck & recordings will be shared with you next week. Upcoming webinar: “Hotel Marketing Trends for 2017” - Thursday, November 17 (11AM ET). Details coming to your inbox soon. We value your feedback! Please complete the exit survey.

Notas do Editor

Can we add some Flip.to posts to this page too
Can this screen have some representation of a photo contest, either invite, explorer, or submission please
The role of analytics to measure success: the collective reach of your guests is massive and targeted.
Storytellers are an effective way to avoid competing on marketing spend with the big players?
A brief story about our experience with seeing what and why people share Excuse to show off Experience of feeling like the writer of a travel magazine Hotels can encourage guests to create a photo review
People loved it. - Became an online magazine, many users had gone through their entire travelling history and posted over a hundred - people were spending more time reading than they were on CN Traveller. Loads of community interaction Creating thousands of photo reviews a week Shared with tens of thousands
- Social sharing can impact the inspiration stage of the travel journey Beyond inspiration the opportunity for social is more nuanced be clear on your purpose. Know what you’re going to get and what you are not Reinforce power of storytelling
OTAs are very clear on benefit of social proof in driving purchase Lack of storytelling delivers an opportunity for hotels the OTAs cannot replicate
Reviews have impact Also the reviewer benefits and reinforces great experience – it is part of what they are paying for Otherwise be aware of custom audiences and retargeting

The Evolving Travel Shopping Journey: Traveling & Sharing The Experience

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