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

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October 30, 2015

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30+ New research reports since last webinar

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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

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IT’S NO SECRET:

PHOTOS ARE EFFECTIVE. – Chart source: The State of Social Media in Travel*

* Phocuswright Report

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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