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Travel is
a
game
Of
Influence
Tasos Veliadis– Partner/Business Unit Director - socialab
I LOVE TELLING STORIES!
SO TODAY I WILL TELL YOU A
STORY ABOUT…
DESTINATION MARKETING
AND
SOCIAL INFLUENCERS
DESTINATION MARKETING
HAS CHANGED
THE
GAME
HAS CHANGED
TRADITIONAL
DISCOVERY IS
TO0 NOISY AND
EXPENSIVE
RELEVANCE AND
CONTEXT TAKE
THEIR PLACE
SO LET’S START WITH
SOME USEFUL
STATS
THE TRAVELLERS JOURNEY
INSPIRATION RESEARCH EXPERIENCEBOOKING SHARING
TRAVELLERS AGREE THAT THEY TURN TO THE WEB
EARLY ON IN THE TRAVEL INDUSTRY
LEISURE	
  
65%
BUSINESS
69%
Source:	
  Google	...
SEARCH ENGINES AND YOUTUBE ARE THE TOP ONLINE
SOURCES OF INSPIRATION
SOCIAL	
  NETWORKING,	
  VIDEO,	
  OR	
  PHOTO	
  SIT...
ONLINE TRAVELLERS ARE INFLUENCIAL IN EARLY STAGES
WHEN	
  THINKING	
  ABOUT	
  A	
  TRIP
WHEN	
  THINKING	
  ABOUT	
  A	
 ...
YOUR BRAND IS NOT WHAT YOU CLAIM!
IT’S WHAT YOUR CUSTOMERS
SAY ABOUT YOU!
Social media can influence users easily, thus becoming
an invaluable tool for all kinds of digital travellers.
The main re...
73% of travellers take inspiration and collect
information about their trip through Facebook,
Instagram or Twitter.
The ma...
Based on recent trends, Millennials tend to be the most
avid of travellers, as they are inclined to spend large
sums on tr...
Consumers tend to trust influencers so much so, that big
hotel brands collaborate with them in order to create
and share c...
We live in one of the most tourism oriented countries in
Europe and marketers are always looking for new
ways to get ahead...
1. Influencers create and share
exceptionally engaging images on Social
Media
You could always hire professional photographers to
take stunning images of your hotel, the tourist spots of
your city etc...
Think about this: the average social media user is
bombarded with a barrage of pictures on a daily basis,
such as beach pi...
2. Influencers have a broad and faithful
audience
Wasting enormous amounts of budget on advertising
does not necessarily mean increased income, as
millennials can even be s...
So, whenever consumers look for travel tips and places
to go, they are more likely to trust one of the
influencers they fo...
3. Influencers tend to describe their
trips in a unique and creative way
Influencers have created a faithful following by sharing
personal stories, feelings and life lessons openly. In
contrast t...
4. Influencers create trends
From choosing a new destination to visiting a new
restaurant, influencers lead their fans through amazing
new experiences ...
So, if you want to put all that in order you can
organise each piece of content easily into sub
categories such as food, n...
5. Influencers add new twists to the
Brand
Travelling mostly has to do with learning about new
places and exploring new lifestyles. Some are
interested in having lux...
Influencers from other categories can also help shape
public opinion. If for example your location stands out
for its hist...
THANK
YOU!
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Travel is a game of influence

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Destination marketing has changed. Social media can influence people when choosing their destination, their hotel or their travelling method. On this presentation I am trying to explain how a brand can use influencers to affect the customer’s choice.

Publicada em: Marketing
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Travel is a game of influence

  1. 1. Travel is a game Of Influence Tasos Veliadis– Partner/Business Unit Director - socialab
  2. 2. I LOVE TELLING STORIES! SO TODAY I WILL TELL YOU A STORY ABOUT…
  3. 3. DESTINATION MARKETING AND SOCIAL INFLUENCERS
  4. 4. DESTINATION MARKETING HAS CHANGED
  5. 5. THE GAME HAS CHANGED
  6. 6. TRADITIONAL DISCOVERY IS TO0 NOISY AND EXPENSIVE RELEVANCE AND CONTEXT TAKE THEIR PLACE
  7. 7. SO LET’S START WITH SOME USEFUL STATS
  8. 8. THE TRAVELLERS JOURNEY INSPIRATION RESEARCH EXPERIENCEBOOKING SHARING
  9. 9. TRAVELLERS AGREE THAT THEY TURN TO THE WEB EARLY ON IN THE TRAVEL INDUSTRY LEISURE   65% BUSINESS 69% Source:  Google  Travel  Study  June  2014
  10. 10. SEARCH ENGINES AND YOUTUBE ARE THE TOP ONLINE SOURCES OF INSPIRATION SOCIAL  NETWORKING,  VIDEO,  OR  PHOTO  SITES  83% SEARCH  ENGINE  61% TRAVEL  REVIEW  SITES/APPS  42% DESTINATION-­‐SPECIFIC  SITES/APPS  31% DAILY  DEAL  SITES/APPS  27% Source:  Google  Travel  Study  June  2014
  11. 11. ONLINE TRAVELLERS ARE INFLUENCIAL IN EARLY STAGES WHEN  THINKING  ABOUT  A  TRIP WHEN  THINKING  ABOUT  A  TYPE  OF  TRIP  TO  TAKE WHEN  CHOOSING  A  DESTINATION Source:  Google  Travel  Study  June  2014 LEASURE TRAVELLERS WHEN TRAVELLING VIDEOS ARE VIEWED 65% 48% 61%
  12. 12. YOUR BRAND IS NOT WHAT YOU CLAIM! IT’S WHAT YOUR CUSTOMERS SAY ABOUT YOU!
  13. 13. Social media can influence users easily, thus becoming an invaluable tool for all kinds of digital travellers. The main reason for this, is that such media creates variety and enables users to choose, from seeking their next destination to booking tickets and sharing moments from their trip.
  14. 14. 73% of travellers take inspiration and collect information about their trip through Facebook, Instagram or Twitter. The majority of users claim that they found Twitter exceptionally useful in researching and finally choosing a travel brand.
  15. 15. Based on recent trends, Millennials tend to be the most avid of travellers, as they are inclined to spend large sums on travelling. What’s remarkable though about that generation is that they rarely ask specialists for information about their travels. Only 10% of Millennials claim that they used such a service during 2014.
  16. 16. Consumers tend to trust influencers so much so, that big hotel brands collaborate with them in order to create and share content on social media. INSIGHT
  17. 17. We live in one of the most tourism oriented countries in Europe and marketers are always looking for new ways to get ahead of the competition. As such, let’s go ahead and have a look on how digital influencers can move the crowd and promote your business and brand in a unique way by affecting their followers.
  18. 18. 1. Influencers create and share exceptionally engaging images on Social Media
  19. 19. You could always hire professional photographers to take stunning images of your hotel, the tourist spots of your city etc. However, who would those pictures reach? Can such pictures provoke discussion and shape opinions? Maybe yes, but then again, maybe not. On the other hand though, influencers can create a broad spectrum of images: from natural sceneries and Instagram – style posts to humorous Snapchat messages with an immense reach each time.
  20. 20. Think about this: the average social media user is bombarded with a barrage of pictures on a daily basis, such as beach pictures during summer. As a result only something truly creative and funny could make the user like, remember and share.
  21. 21. 2. Influencers have a broad and faithful audience
  22. 22. Wasting enormous amounts of budget on advertising does not necessarily mean increased income, as millennials can even be suspicious of advertising. However, working with influencers usually means if not a higher reach, then at least a more personalised reach, as fans follow the influencers’ advice on where to shop, what to wear and even on how to manage certain real life situations…
  23. 23. So, whenever consumers look for travel tips and places to go, they are more likely to trust one of the influencers they follow rather than some random bit of information they found online.
  24. 24. 3. Influencers tend to describe their trips in a unique and creative way
  25. 25. Influencers have created a faithful following by sharing personal stories, feelings and life lessons openly. In contrast to professional travel ads, blogs and vlogs created by influencers are not trying to hide the not-so- nice part of a trip, their concerns on budget, safety or any other real life problems. In short, they give priority to satisfying their fans’ interests and write very objective reviews.
  26. 26. 4. Influencers create trends
  27. 27. From choosing a new destination to visiting a new restaurant, influencers lead their fans through amazing new experiences without going overboard in expenses. A few good pictures and generic material from the destinations they visit is enough to transform the usual content into a new trend. This could easily happen by uploading pictures of a hotel lobby or a small shop in the centre of the city, since followers can see where those spots are, through the geo-tagging ability of social media platforms.
  28. 28. So, if you want to put all that in order you can organise each piece of content easily into sub categories such as food, nightlife, décor, activities, local culture or other and work with influencers specialised in each subcategory.
  29. 29. 5. Influencers add new twists to the Brand
  30. 30. Travelling mostly has to do with learning about new places and exploring new lifestyles. Some are interested in having luxury vacations, others want to explore nature and others want to learn about a new culture. Travel marketers usually make the mistake of concentrating on and referring to “travel influencers” generally without paying attention to other relevant categories.
  31. 31. Influencers from other categories can also help shape public opinion. If for example your location stands out for its historical significance, it would be a nice place to work with a fashion influencer for a photo shoot. This will help in attracting not only people interested in history but also others who would like to witness the place from another point of view.
  32. 32. THANK YOU!

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