travel marketing (21)

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How do action-less, people-less, laughter-less, romance-less, love-less  videos emotionally engage and move us? Move us to book or buy? 

 VFLeonardo is an acknowledged leader in the art of visual storytelling, promoting their services to the travel industry and beyond.

 

Their recent webinar was called “Lets Get Visual: The Power of Telling Your (Hotel’s) Story Through Video.” 

 The webinar made some solid points, among which were:

• Video drives a 150% increase in organic search traffic

• We are a v

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Costa Rica is known for its rainforests, beaches, nature and biodiversity. True, indeed.

But do you know that Costa Rica is the most innovative country in Latin America? Or that the Central American nation has celebrated well over a half-century of peace with no military forces? Or that it is home to a highly-educated society with thriving export and technology industries, and fast-growing foreign investment?

9008791498?profile=originalCosta Rica’s newly launched country brand, “Essential Costa Rica” (Esencial Costa Rica),

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9008745469?profile=originalOr, Are Facebook and Twitter a Waste of Time for the Travel Marketer?

How surprising is this: In the second half of last year, fewer that 1% of visitors arrived at a hotel or travel booking site, "via a social media link or a link shared by by a friend," reports Hotelmarketing.com.

Does this mean hotels are wasting their time chasing the Holy Grail of Twitter and Facebook? Could be.

We love our friends' photos and status updates, the report goes on to say, and it's very true that social media

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In a previous post, New Media Travel  asked “Why Is Hotel Content So Boring?”
The point was that hotels, airlines, and often the entire travel industry, are inclined to present images of the perfect family: a leggy blonde mother, two gorgeous light-haired kids and a handsome, fit dad playing in the blue water.

Or, lest they offend anyone, their glossies and web images are full of empty hotel pools, empty dining rooms and empty lobbies.

Why?

Hotels report that showing a racially mixed family o

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For a long time now we’ve been preaching how fun and engaging Twitter is…and yet questioned how effective it is when applied to the travel market.

Then along comes a report in HotelMarketing by way of an interesting  account in SproutSocial  highlighting three innovative travel industry success stories on Twitter.

Increasingly, Twitter, it seems, is playing a key role in the critical stages of travel: research, mid-travel engagement and post-trip reviews/feedback.

Of the 25,000 tweets analyz

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Go ahead, type in “Perfect Family” in Google images. What do you see? Probably no one you recognize as a “typical” family. Pretty shocking.


New Media Travel once asked “Why Is Hotel Content So Boring?”

The point was that hotels, airlines, and often the entire family travel industry, are inclined to present images of the perfect family: a leggy blonde mother, two gorgeous light-haired kids and a handsome, fit dad playing in the blue water.

Or, worse, lest they offend anyone, their family tra

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Reviews do matter. A report by SAS noted that positive reviews (less so TripAdvisor-based rank and brand), followed by lower price were the most important influencers of choice.

And lower price or higher ratings don't overcome the impact of negative reviews.

But even in America, it's possible that more isn't better.

Writing reviews is almost a national pastime.  Writing reviews on everything and saying pretty much what we want and being rewarded by some sort of badge or other "atta boy" reco

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9296580293?profile=originalHow surprising is this: In the second half of last year, fewer that 1% of visitors arrived at a hotel or travel booking site, "via a social media link or a link shared by by a friend. So reports Hotelmarketing.com

Does this mean hotels are wasting their time chasing the Holy Grail of Twitter and Facebook?

Could be. We love our friends' photos and status updates, the report goes on to say, and it's very true that social media platforms and channels do develop loyalty.
The contests do lead to deep

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It's a strange contradiction. We're told visuals drive bookings, traveler interest.

We hear that travelers looking to book will be compelled to do so by rich images that tell the kind of story we want to buy into.

But the visuals we typically see are sterile and empty.

VFM Leonardo, a leader in online visual story telling, reports on the top ten visuals shoppers want to see on a website before they actually book a hotel room or a destination.

The smart money tells us that travelers don't b

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Too much visual information and not enough solid, reliable , trustworthy facts?


Not enough education and awareness building by luxury travel marketers?

Misidentification of the luxury traveler?

You'd think that the "rich and famous" would naturally be drawn to top hotel brands, names synonymous with luxury like the Ritz-Carlton and Four Seasons.

But Luxury Daily in an article by Joe McCarthy, says it ain't necessarily so.

Apparently very few of the top 10% of the wealthy "have experience wi

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9008771290?profile=originalIf it's true that 1-minute of video is worth 1.8 million words, then hotels and travel destinations may have found the "holy grail" that converts the grazing online process of looking at hotels, to actually booking them.

And there isn't a hotel or destination in the world that isn't seeking the business alchemy that converts lookers into actual customers.

Generally, the hotel's website is held responsible for making this magic happen.

Of course service that exceeds the client's demands, locat

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We reported frequently in New Media Travel that hotels notoriously use photos of empty swimming pools, restaurants and rooms in their marketing material for fear of offending potential customers. Their thinking is that couples without children, for example, will be discouraged by pictures with children in them, while families may be be turned off by photos  featuring adults.

Enter Socialgraphics which claims the days of travel marketers having only the basic customer information they ask for, a

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Tourism Security as a Marketing Tool

Tourism security professionals and managers often (and justly) complain that they are considered expendable due to the fact that the other parts of the tourism industry perceive them as adding nothing to the bottom line.  In fact often tourism officials believe that security is simply and added and required expense that must be accepted, be that expense a burden. This month's Tourism Tidbits focuses on the other side of the coin, and emphasizes that not only is tourism security not simply a nece

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Of Twitter, Burgers and Hotels

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From NMT Images
Of Twitter, Burgers and Hotels

I don't much like case studies. The ones that business school students labor through.

I prefer the kinds of quick case studies I get in Entrepreneur magazine.

In his “Talk of the Town” column in this month’s magazine small business “thought leader,” Chris Brogan, talks about Joe Sorge who runs AJ Bombers, a burger place in Milwaukee.

Sorge does with Twitter something close to what we reported Chicago and other cities are doing with Foursquare.

He trolls
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The Tourism Website Traffic Question

 

Here's another key question that I have been hearing a lot (both in emails and the comments on this blog) and give you a couple more examples of social proof (video testimonials). The question is this:

“What about traffic to my web site?”

In other words, how do you get people to your website?

This is a great question, and I am really pleased that so many of you are asking it – it shows that we have some really sharp readers.  :-)

You see, in the beginning of the Internet, we were in the “build it and

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When Travel Marketing Conferences Fall Short

I went to the recently held, high-powered Association of Travel Marketing Executives (ATME)  conference  eager to pick up the latest in travel trends, and come back with content for an article on the forward-looking state of travel.

Half way through the two day meet I began to feel I wasn’t getting what I wanted.

Nothing was sticking.

That was confusing because the roster was star-studded; the wunderkinds of travel’s social media world and executive clas

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From NMT Images
Rescuing the Travel PR Release: Tips, Tricks and Traps

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In spite of the huge changes Social Media has caused in the way information is created and distributed, the untargeted, word-dense travel press release still dominates.

It’s the type most often sent to travel bloggers (and off-line media) in the hope that someone somewhere will pick it up and run with it.

Except almost no one “runs with,” or publishes a generic, one-way press release.

However, a release on which a
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ATME Fall 2010 Forum Lunch in New York


TRAVEL MARKETDECISION-MAKERS MEET TO DISCUSS TRENDS

By Denise Mattia



Members of the Association of Travel Marketing Executives (ATME) met recently at Random House/Fodor’s Travel in New York City for their annual lunch to discuss trends in travel market. Fodor’s Travel and Weather Underground sponsored the event.


ATME is a non-profit, professional association made up of experienced and innovative travel industry marketers. Now in it’s 30th year, ATME remains dedicated to helping travel professionals

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Why Travel Public Relations Must Change

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From NMT Images

Why Travel Public Relations Has to Change

In his very successful book, The New Rules of Marketing and PR, social media guru David Meerman Scott sounds the death knell for public relations as we have known it in the last hundred or so years.

In fact, until the advent of social media, public relations hasn't changed much since the 18th century when its use was first recorded. The term actually appeared in 1897 in the Year Book of Railway Literature.

Then and mostly now, PR professiona
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