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The Next Trends in Destination Marketing:Putting the Consumer First
Mo Parikh, CEO @ BandwangoJorge Franz, Senior Vice President of Tourism @ Visit Houston
Staci Mellman, Senior Vice President of Marketing @ VISIT FLORIDA
Staci MellmanSenior Vice President of Marketing
VISIT FLORIDA
Mo ParikhCEO
Bandwango
Jorge FranzSenior Vice President of Tourism
Visit Houston
Recent Visit Houston & Visit Florida
Initiatives
“The only path to profitable growth may lie in a company’s ability to get its loyal customers
to become, in effect, its marketing department.”
-Harvard Business Review, 2003, Frederick F. Reichheld
We are in the digital information era.It’s everywhere, easy to find, and there’s a LOT of it
A DMO’s Competitive Advantage
Local relationships Deep destination knowledge
Resident ambassadors Budgets to support innovation
The Current Destination Marketing Funnel
How have DMOs traditionally viewed the marketing funnel?
How does it drive strategic initiatives implemented by your organizations?
Where in the funnel do you currently see the main strengths as a DMO?
What core activities exist at different stages of the funnel?
Measuring Success
How do you currently measure success for your organizations?
How is the information relayed to your stakeholders?
How do these metrics help understand return-on-investment?
The industry is changing because the way people
travel (taste) is changing.It’s always changing.
What’s Next?
How do you see the traditional marketing funnel evolve as expectations of a DMO are changing?
HOUSTON, WE HAVE A SOLUTION
JORGE FRANZS E N I O R V I C E P R ES I D E N T O F TO U R I S M
VISITHOUSTON MARKETPLACE
25 MILLION VISITORS BY 2020
The Issues• Receptive Operators, OTA’s wholesalers not selling Houston attraction product internationally
• No knowledge by U.S. travel trade of what there is to do in Houston
• Lack of knowledge by our attractions about how to sell their product outside of Houston
• Weak focus by Houston hotels on leisure business
• No unified platform to sell a variety of Houston experiences
• 22.3 Million Visitors in 2018
• Corporate market demand down
• Typically weak demand in the summer and weekends means good pricing opportunity for consumers
• Potential for low risk, high reward travel for various audiences
• Great way to engage our partners in Houston
The Opportunity
Houston Experience Marketplace
Mobile Optimized – No Apps to Download
Houston Experience MarketplaceThemed Combination Passes
Houston Experience MarketplaceIndividual Admissions and Date/Time Specific Experience
“Hola Houston Market” launched for Mexico Market
More than 100 Partners Have Joined the Effort!
Advertising Focused on Conversion
64%12%
18%
6%
Inside 50 miles of Houston
Texas, outside Houston
U.S. outside Texas
International
GEOGRAPHIC SALES BREAKDOWN
EXPERIENCES SOLD DOLLARS SOLD
4,136 $140,856
2018 Houston Marketplace Results
Marketplace Products Sold YOY Jan 31-July 31
0
500
1000
1500
2000
2500
3000
3500
4000
January February March April May June July
2018 2019
2018: 1,132
2019: 2,446
THANK YOU!
Next Trends in Destination Marketing
NEXT TRENDS IN DESTINATION MARKETING
NEXT TRENDS IN DESTINATION MARKETING
The Point of Sale Problem
Travel JourneyTravel Journey
HISTORICAL VIEW:
THE “WISHFUL THINKING” STRATEGY
invested in conversion
<5%
NEXT TRENDS IN DESTINATION MARKETING
Awareness
Consideration
Conversion
85%
10%
5%
NEXT TRENDS IN DESTINATION MARKETING
Increase in conversion investment
>5XSTRATEGIC SHIFT:
COLLAPSING THE FUNNEL
Awareness
Consideration
Conversion
40%
35%
25%
NEXT TRENDS IN DESTINATION MARKETING
Expedia PartnershipDeveloped a strategic marketing partnership with Expedia to reach potential travelers across the funnel and reduce barriers to conversion.
Audience-Specific Marketing Initiatives:• Florida brand creative included an Expedia CTA • Florida-themed creative in the Expedia & Hotels.com brands• Creative brand partnership with Expedia
NEXT TRENDS IN DESTINATION MARKETING
Winter in CanadaCTA DROVE TO EXPEDIA LANDING PAGE
- Campaign focused on driving travel from Canada during the winter season- Created “parity-program” that solicited compelling offers from Florida tourism businesses that deal-motivated Canadian travelers found hard to resist- Unique Florida deals were featured on LoveFlorida.ca, an Expedia Landing page, where all campaign creative drove to
NEXT TRENDS IN DESTINATION MARKETING
Family Travelers EXPEDIA BRANDED TV SPOT PROMOTING
TRAVEL TO FLORIDA IN THE SPRING & SUMMER
- Created a co-brand campaign showcasing the many unexpected things to do throughout Florida. - TV Spot overlapped a VISIT FLORIDA marketing campaign targeting the same audience with Florida brand creative
NEXT TRENDS IN DESTINATION MARKETING
Hotels.comMARKET-FOCUSED BRAND PARTNERSHIP THAT
LEVERAGED EXCITING NEW BRAND CREATIVE
- Created a co-brand campaign with Hotels.com utilizing their recently launched brand campaign “more likeable than you are right now”- The campaign creative featured Captain Obvious and VISIT FLORIDA’s owned assets - Partnership provided messaging wins for both brands
NEXT TRENDS IN DESTINATION MARKETING
Impulse GetawaysCO-CREATED AND CO-BRANDED CAMPAIGN
PROMOTING WEEKEND TRIPS
- Always-on effort primarily focused on travel conversion- Campaign creative was a hybrid of both brands and drove to a custom booking hub on Expedia- VISIT FLORIDA executed additional media extensions to the campaign through social media and PR
11% increase YoY
$203.50= avg return on ad spend
4.8% increase YoY
44%of passenger bookings were a
result of VISIT FLORIDA’s investment
4% increase YoY
41%of room nights booked resulted from the marketing partnership
RESULTSRECORD VISITATION IN 2018 (+8% DOMESTIC)
2019 TRENDING UPWARDS & ON RECORD PACE
$215M in gross bookings, 3.8M passengers,
and 2.7M room nights
$195:1Return on ad spend
From a market recent ly in decl ine
Nearly
20%increase in YoY bookings
RESULTSIMPULSE GETAWAYS CANADA WINTER
Thank You