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How travel bloggers impact the booking funnel
1. How Travel Bloggers
Impact the Booking Funnel
Oliver Gradwell, TBU
Mariette du Toit-Helmbold, Destinate
Meruschka Govender, Mzansigirl
Tuesday, 6 May 14
4. Travel blogging Content marketing
“ Your customers don’t care about you, your products
your services..they care about themselves, their wants
and their needs.
Content marketing is about creating interesting
information your customers are passionate about so they
actually pay attention to you ”
Source: Rob Yoegel
Tuesday, 6 May 14
22. “The engagement of Capetonians in the
#LoveCapeTown campaign was impressive, I haven’t
seen this in any other blog trip campaign”
Melvin Boecher (@Traveldudes and traveldudes.org)
Tuesday, 6 May 14
32. • 2007 Couchsurfing – travel community
• 2008 Facebook - friends
• 2010 Twitter
• 2011 Instagram
• July 2012 Start blog
• 2013 First blog trip invites #MyMauritius,
#LoveCapeTown, #Perocks;
Founded African Travel Bloggers
Network and #Afritravel hashtag
• 2014 #KeralaBlogExpress,
#MeetSouthAfrica, #GLAadventure
Mzansi journey
MzansiGirl
Tuesday, 6 May 14
33. How bloggers impact the booking
funnel
THE FUNNEL
Inspiration
“Johannesburg never ceases to amaze me! So
much energy, culture and heritage in this city ”
Influence/endorsement
“If you’re travelling around South Africa,
you really shouldn’t miss Johannesburg!“
‘The final nudge’
“I’m sure you’ll love it there! Don’t forget to visit
the Constitutional Hill Museum”
MzansiGirl
Tuesday, 6 May 14
37. #MyMauritius
• Power FM interview
• 5 months post trip
• 10 minutes of
coverage on one of
Johannesburg’s
biggest radio
stations
MzansiGirl
Tuesday, 6 May 14
38. WTM Africa / Cape Town –
MzansiGirl
Tuesday, 6 May 14
40. How bloggers impact the
booking funnel
• Planning/ research
• Inspiration >> Action
• In destination tips
• Trusted source
MzansiGirl
Tuesday, 6 May 14
41. How bloggers impact the booking
funnel
• Specific, measurable objectives
• brand exposure
• online content
• drive engagement
• grow social media base
• sales
• Monitoring tools
• tracking codes
• vouchers/downloads
• tracking systems
MEASURING THE IMPACT
MzansiGirl
Tuesday, 6 May 14
42. Travel blogging Content marketing
“ Traditional marketing and advertising
is telling the world you’re a rock star.
Content marketing is showing the world
you are one ”
Source: Robert Rose
Tuesday, 6 May 14