© 2015 Phocuswright Inc. All Rights Reserved.
Kristen Hall | Enterprise Strategy Director for Travel at Olapic
Marcello Gasdia | Director of Consumer Research at Phocuswright
FROM INSTAGRAMTO BOOKINGSVISUAL MARKETING STRATEGIES FOR TRAVEL BRANDS
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© 2015 Phocuswright Inc. All Rights Reserved.
ABOUT THE PRESENTERS
MARCELLO GASDIA Marcello joins Phocuswright with a background in applied market research. With an emphasis on quantitative methodology, Marcello applies skills that are fundamental to Phocuswright’s consumer research projects including research design and implementation, statistical analysis and meaningful dissemination.
KRISTEN HALL Kristen has 8 years of travel industry marketing experience, including recently accepting a 2015 Skiftie award for Best Vendor for Travel Brands on behalf of Olapic. She was also named one of Phocuswright’s Class of 35 in 2014, a program designed to highlight rising stars in travel, tourism and hospitality.
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© 2015 Phocuswright Inc. All Rights Reserved.
WEBINAR HOUSEKEEPING
Please ask questions in the question box or tweet @Olapic on Twitter
A recording and a survey will be sent following this webinar, please let us know how we did!
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© 2015 Phocuswright Inc. All Rights Reserved.
How long will we stay?
Beach vacation or Disneyland?
Is this hotel right for the children?
Should we rent a car?
Should we try Airbnb?
Are there fun things to do
nearby?
How much am I really ready to
spend?
Fly or drive?
Do I invite the in-laws?
Is the hotel vegan
friendly?
Which hotels have the best
reviews?
© 2015 Phocuswright Inc. All Rights Reserved.
Which websites have the best price?
Where can I find the most honest
reviews? Is it cheaper to rent an
apartment?
Which websites show the most
options?
Where have my friends stayed?
Where can I find good travel
photography and videos?
Which websites are
easiest to use?
Anyone know a good travel
blog?
© 2015 Phocuswright Inc. All Rights Reserved.
Online Travel Agencies
Travel review websites
MetasearchSearch engines
Supplier websitesHome and apartment rental websites
Travel blogs
Social networksMagazine and newspaper websites
© 2015 Phocuswright Inc. All Rights Reserved.
Reasons Online Hotel Shoppers Choose Specific Websites
Source: Phocuswright's U.S. Consumer Travel Report Seventh Edition
It is easy to use
It has the best prices/offers
I trust the brand
I had a good experience when I booked with that website before
It provides the most information and photography
0% 15% 30% 45% 60%
© 2015 Phocuswright Inc. All Rights Reserved.
Important Features and Functionality for Online Hotel Shoppers
Source: Phocuswright's U.S. Consumer Travel Report Seventh Edition
Traveler-submitted ratings/reviews
Interactive maps that display lodging and attractions
Traveler-submitted photos
Professional ratings/reviews
Professional photos
0% 11% 22% 33% 44%
© 2015 Phocuswright Inc. All Rights Reserved.
Types of Websites Used to Shop for Hotels
Online Hotel Shoppers
© 2015 Phocuswright Inc. All Rights Reserved.
Millennials (18-34) are the demographic most likely to travel — and they had
another exceptional year in 2014.
© 2015 Phocuswright Inc. All Rights Reserved.
Millennials (18-34) • 70% traveled in 2014 • Roughly $3,000 annual household leisure travel
spending • 40% traveling 3 or more times per year • Loyalty participation is soaring
© 2015 Phocuswright Inc. All Rights Reserved.
Devices Used to Shop for Leisure Travel, by Age
Source: Phocuswright's U.S. Consumer Travel Report Seventh Edition
PC Smartphone Tablet
18%8%
81%
27%22%
81%
32%40%
75%
18-34 35-54 55+
© 2015 Phocuswright Inc. All Rights Reserved.
22% Check-In for a flight
“During my last leisure trip, I used my smartphone to…”
15% Board an airplane
16% Manage my itinerary
Source: Phocuswright Inc.
© 2015 Phocuswright Inc. All Rights Reserved.
Personal conversations (in person or via phone)
Posting on general social networking websites
Text messaging
Online instant messaging
Writing a review on a travel review website
Mobile messaging apps (e.g, WhatsApp)
0% 15% 30% 45% 60%
2012 20132014
Channels Used for Travel Sharing
Source: Phocuswright's Traveler Technology Survey 2014
© 2015 Phocuswright Inc. All Rights Reserved.
31%35%
From home or work While traveling
Sharing Travel Experiences via Social Networks
Source: Phocuswright’s Traveler Technology Survey 2014
© 2014 Phocuswright Inc. All Rights Reserved.
FROM INSTAGRAMTO BOOKINGSHow to use authentic traveler-generated photos
in your Marketing
AND ITS MISSING AUTHENTICITY THAT ONLY USER-GENERATED CONTENT CAN PROVIDE
67%
of traveler trust UGC more than brand-created content
CURRENTLY TRAVELERS ARE FORCED TO LEAVE BRAND SITES TO FIND THIS CONTENT
On average travelers visit 37 webpages before booking. TripAdvisor made 1 billion dollars in booking fees in 2013 from travelers looking for this authentic content.
AND, UGC ON PROPERTY PAGES AS RICH VISUAL REVIEWS…
… giving traveler the confidence they need to book.
Customers and communities love to be featured on site and engaging with other customer photos
Customers are motivated and inspired by other customers
Customer photos increase conversions
THE RESULTS ARE POWERFUL
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© 2014 Phocuswright Inc. All Rights Reserved.
THE AMOUNT OF TRAVEL CONTENT ON INSTAGRAM ALONE IS STAGGERING
There are currently over 27 million photos hashtagged #vacation on Instagram alone.
364k 312k
218k
212k
225k
260k
929k 2.2m
346k
44k
241k359k
142k 447k
71k734k
92k
35k
CONFIDENTIAL
Approve on-brand content and tag directly to offerings.
Ask for rights for your favorite content automatically and engage customers in the process.
Turn your best content creators into brand ambassadors in the process
CURATE
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PUBLISH Mobile-Ready
CONFIDENTIAL
TARGET RESULTS:
• 44% increase in app revenue
• Increased add to cart rate from 12.5 to 15%
• Amazing press & featured at F8 Facebook conference as best example of shoppable Instagram
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PUBLISH Post Stay Email
CONFIDENTIAL
Send a friendly email encouraging happy travelers to share photos of their experiences
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PUBLISH On Property & Offline
CONFIDENTIAL
Leverage your rights-approved content across multiple marketing channels including owned and paid from one simple dashboard
Reach and inspire potential brand ambassadors through fresh and relevant content
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Incorporate UGC into collateral, catalogs and other print material
EXTEND Print advertising & Collateral
CONFIDENTIAL
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Send user photos to social media sites like Pinterest, Facebook and Instagram straight from Olapic’s platform with a few clicks
EXTEND Publish to Social Media
CONFIDENTIAL
.
Eliminate guess work from your creative by inserting top performing UGC into your ads
Reduce cost, time and effort of production
Always have original and fresh images for advertising
Improve your Ad performance
CONFIDENTIAL
EXTEND Instagram Ads
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CTR CPA
CONTENT TYPE CLICKTHROUGH RATE
COST PER ACTION AD FREQUENCY
Non-UGC -0.5%
$12.66 12.6
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Wayfarer - Blue
CONTENT TYPE CLICKTHROUGH RATE
COST PER ACTION AD FREQUENCY
UGC 1.1%
$3.20 1.8