The New Reality:

Alternative Travel

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| Why Skift?Skift is the largest industry intelligence and marketing platform in travel, which provides, news, information, data and services to all sectors of the world’s largest industry.

Skift has deep experience in identifying and synthesizing existing and emerging trends through its daily coverage of the global travel industry, its Skift Trends Reports, and data insights derived from its competitive intelligence service SkiftIQ.

Within a short two years of existence, Skift has become the lingo of the travel industry and a daily tool used by top strategists, technologists, and marketers in travel.

“The sharing economy – once an indie endeavor questioned by discerning adults – has gone mainstream and made peer-to-peer transactions available at every step of the travel experience.

Its growth is fueled by the marketplace model, which has taken the best of online, mobile and social to create travel products that allow people to find rides or alternative accommodations with previously unheard of ease. ”

- “Alternative Travel Is Now a Reality Across the World,” Skift 2015 Trends Magazine

4| Traveler Expectations Are Changing as a Result

Transactions are easier.

Discovery is faster.

Feedback is transparent.

Interactions are more authentic.

The sharing economy in shifting travelers’ expectations of traditional travel companies. Clean sheets and safe flights are now considered standard and consumers -- especially millennials -- are seeking deeper connections to brands’

values and the lifestyles they represent.

Smart companies are responding by creating both

experiences and content that speaks to consumers’

values and desire for adventure and authenticity.

THIS SHOULD BE YOUR MINDSET:

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“

”

| Develop a Lifestyle BrandYou Are More Than an Art Gallery, Hotel or Neighborhood

The “how” of building a lifestyle brand has never been easier. Social media, content

marketing, influencer campaigns, and creative events are powerful tools.

Building a lifestyle brand will attract and engage travelers within and far from a

destination.__________

What lifestyle does your organization support? One of exploration, learning,

appreciation of the arts or nature?

The ultimate purpose of lifestyle brands is to tap into our longing for meaningful experiences.

A notion that transcends culture, age, and gender.

- Daniel Baron, CEO of LIFT Strategic Design

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| Conrad Hotels | Generator Hostels |

Generator Hostels shares more photos of young travelers

at parties and exploring cities than of beds or

properties.

Urban & YoungCultured & Fun

=4.5K on Instagram10.6K on Twitter

101K on Facebook

Aimee Song of Song of Style has 48.3K Twitter

followers & 1.9M Instagram followers.

She introduced Conrad Pezula to her fashion,

tech, design-driven audience.

Jessica Stein of TuulaVintage has 29.9K

Twitter followers & 1.3M Instagram followers.

She introduced Conrad Seoul to her foodie,

fashion, wanderlustingaudience.

Aligns Luxury with Lifestyle Influencers Celebrates Lifestyle Over

Assets

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Locally Inspired &

Source Offering

| Le Meridien as a Neighborhood Entry PointThe hotel brand uses local cuisine as an introduction to the area’s larger attributes.

Coffee Shop Experience

with Locals & Visitors

“Our signature éclair program is part of the

new Le Meridienexperience. It delivers on

our promise to unlock destinations through culinary creations.”

Creative content + influencer

campaign spreads Le Meridien’s

message.

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Ace Hotel Shoreditch

X

tokyobike

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| Ace Hotel as a Local Bike HostRide a bike. Be a local.

Travel

Like

a Local

Visual TreatIn addition to travelers’ on-

the-ground experience, bike photos create visual

content that reinforces the brand’s integration into its

neighborhood and local way of life.

Local Partnerships

Partnering with local bike shops gives guests the opportunity to interact

with business owners and enthusiasts.

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Miami’s “People and Places”

campaign asks locals for

neighborhood insights.

Visit Philly created logos for each its neighborhoods in its latest campaign

push.

| Destinations Celebrate Their Diverse NeighborhoodsCities Are Embracing Every Inch & Culture Within Their Walls

> Digital guides that describe each neighborhood and its main attractions.

> Interviews with local business owners highlighting their story and craft.

> Highly-produced video that relays an emotional experience distinct to each area.

11| Steps to SuccessCreate opportunities and content that enrich customers’ experience.

Create content that positions your brand as

the entry point to a local, authentic

experience.

Foster relationships that give your

customers unparalleled

access.

Make discovery and transactions

easy and actionable.

What’s your next

step?

THANK YOU!

Skift’s new content studio SkiftX helps brands such as Peak Adventure Travel, Student

Universe, American Express, Hilton, Amadeus and others create thought leadership in the

global travel industry through trends reports, social media audits, research, branded

content, and other content marketing initiatives.

New projects & concepts is what makes us happy.

AddressSkift HQ

115 W 30th Street, Suite 1213

New York, NY 11740

Contact UsSamantha Shankman

ss@skift.com

631-241-1498

Social MediaFacebook.com/Skift

Twitter.com/Skift