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DMO Research Webinar Series: Best Practices for Creating Winning Digital Travel Content In Partnership with
October 30, 2015
Cees Bosselaar
Director,
Business Development
and Destination
Analysis
Phocuswright Inc.
Michael Yessis
Senior Audience Editor
Manifest
#phocuswright
Kirsten Gosch
Manager, Research
Sales & Support
Phocuswright Inc
© 2015 Phocuswright Inc. All Rights Reserved. 2
DMO Research Webinar Series: Best Practices
for Creating Winning Digital Travel Content
In Partnership with
All Phocuswright Inc. publications are protected by copyright. It is illegal under U.S. federal law (17USC101 et seq.) to copy, fax or electronically distribute copyrighted material without explicit permission. Limited information in a report may be used in a presentation or similar, providing that Phocuswright and the title of the report are referenced as the data source. You may not copy, reproduce, modify, republish, upload, post, transmit, or distribute, electronically or otherwise, any Phocuswright research report in any form or by any means without prior written permission from Phocuswright Inc. Any unauthorized use of the materials may violate copyright, trademark, and other applicable laws and could result in criminal or civil penalties.
© Phocuswright Inc.
October 30, 2015
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4 © 2015 Phocuswright Inc. All Rights Reserved.
5 © 2015 Phocuswright Inc. All Rights Reserved.
6 © 2015 Phocuswright Inc. All Rights Reserved.
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30+ New research reports since last webinar
Our picks for DMOs… For U.S. Travel Market Research
For International Travel Market Research
For TravelTech Research
U.S. Travel Market Research
From Hurt to Healed: U.S. Leisure Travelers Back at Full Strength Click here
U.S. Consumer Travel Report Seventh Edition Click here
Rentals Rising: The State of Private Accommodation in U.S. Travel Click here
International Travel Market Research Consumer Travel Report Russia, Brazil Click here Click here
Online Travel Overview Middle East, APAC Click here Click here
The In-Destination Experience: Shopping, Dining, Activities & Tours Click here
TravelTech Research Search, Shop, Buy: The New Digital Funnel Click here
The Mobile Travel Landscape 2015: A Multi-Region Report Click here
European Traveler Technology Survey 2015 Click here
BEST PRACTICES: DIGITAL TRAVEL CONTENT
13
A LITTLE ABOUT ME… MICHAEL YESSIS
A LITTLE ABOUT ME…
14
CREDIBILITY
16
EARN TRAVELERS’ TRUST.
“The challenge for travelers in today’s always-on environment is not where to find information, but where to find information they can trust.” – Destination Unknown: How U.S. and European Travelers Decide Where to Go*
* Phocuswright Report
17
EARN TRAVELERS’ TRUST
o Be Authentic
BUT HOW?
o Forge an Emotional Connection
o Get the Basics Right
o Entice with Visuals
* Photo courtesy Oyster.com
VISUAL APPEAL
19
IT’S NO SECRET:
PHOTOS ARE EFFECTIVE. – Chart source: The State of Social Media in Travel*
* Phocuswright Report
20
CREATE STRONG VISUALS
o Create Immersive Experiences
BUT HOW?
o Invest in Quality
o Keep Social Sharing in Mind
* Photo courtesy visittheusa.com
BALANCE
22
BE SOCIAL. (BUT DON’T FORGET SEARCH.)
“At least nine in 10 DMOs use Facebook, Twitter and YouTube. Facebook usage is ubiquitous at 98%.”
– Social DMOs: The State of Social Media and Destination Marketing
* Phocuswright Report
23
BALANCE SOCIAL AND SEARCH
o Think Social from the Start
BUT HOW?
o Consider Video o Encourage User-Generated Content
o Keep Images On-Brand
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46 percent of travelers use search engines for their travel research
Source: Phocuswright’s U.S. Consumer Travel Report Seventh Edition
ACCESSIBILITY
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THINK MOBILE.
“Mobile web traffic is booming as travelers search for trip inspiration when and wherever they have down time.”
– U.S. Online Travel Overview
* Phocuswright Report
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BUT HOW?
o Keep it Brief
o Consider Responsive Design
THINK MOBILE
o Select Images Carefully
THANK YOU