The hospitality industry is evolving rapidly, with brands shifting to asset light and consolidating, soft brands and non-branded operators growing steadily, and the distribution landscape becoming increasingly competitive. Nevertheless, hotel owners stand to gain if they focus on acquiring and developing the right real estate, choosing the appropriate franchisors, managers, and partners, running their properties efficiently and effectively, remaining innovative and thoughtful, and maintaining that ever-needed hospitality factor.
This report looks deep into the current state of destination marketing, with a particular focus on current and developing content marketing, digital advertising and data analytics strategies. Skift Research Annual Subscribers also gain access to our 2017 Digital Destinations Survey full results. We collected over 300 responses from destination marketing organizations worldwide to assess budget, spend on marketing, reported return on investment on advertising platforms, and other metrics. The data sheet is a downloadable Excel file a full breakout of results from this 35 question survey (Annual Subscribers only).
Content marketing has evolved from a novelty into the mainstream of the travel industry. Not only are more travel marketers creating content as part of their broader advertising strategies, they’re also spending more to produce it. But as more travel brands ramp up content marketing initiatives, there are challenges, including how to measure the ROI of such programs, dealing with influencers, and determining how to create content in a cost-efficient manner. Which content strategies are gaining traction with travel brands in 2017 as they look to evolve their efforts in the year to come?
Instagram and Snapchat have exploded in recent years; the user base is certainly there but at the same time, they leave something to be desired for advertisers. Visual content is also a challenge on the production side. How travel brands leverage both branded and user generated content to engage potential customers will vary. One certainty is that travel should continue to experiment with visual content and the platforms that attract millions.
Many travel industry executives are excited about the potential of virtual reality to deliver immersive experiences that help them better sell travel products to potential customers. Historically, the technology has passed through a series of boom and bust cycles. The relative successes and failures of these campaigns will depend entirely on consumer adoption.
Destination marketers face a new imperative to refine and align their culinary experience branding and marketing strategies to connect with today’s digitally savvy traveler. Even non-traditional tourist destinations must commit to smarter branding and marketing strategy, in order to capture sustained tourism in-flows. Here, stakeholders must work together to hone their content strategies and build local networks to bring out the best of what destinations can offer.
As content marketing has established itself as an important tool in the travel industry, brands are investing more time and money in creating articles, video and interactive content across all channels, in order to better reach customers.
Over the past ten years, digital video has matured and permeated the social sharing and mobile viewing environments. As ad products evolve to make video more interactive and audience more targetable, travel brands need to rethink their content mix to stay relevant.
Content has historically put airlines at the cutting edge of the travel sector, with carriers setting many content management precedents, well ahead of grounded brands. While the world's leading carriers and flagship brands have always been content producers, they have become more sophisticated introducing innovative approaches to content production and media utilization.
A look at the present — and future — of e-mail marketing for travel brands. From responsive design and targeted sendings, to pushed content and pulling travelers into a fluid cross-channel narrative — e-mail marketers are steering the industry's course toward more reliable conversions, more of the time.
Over the last decade, the world’s most innovative hotels and hotel brands have developed as portals into their destinations’ local communities. To communicate that experience to guests, hotels are developing sophisticated online content marketing that positions the hotel as a character in a traveler’s journey.
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