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1
How Storytelling impacts Travelers’ choices
What data tell us
T
Pulse
R A V E L S A T
UNWTOInnovation Award
2
This movie attracts
over 2 million visitors
to Greece each year
Source: TCI RESEARCH / TRAVELSAT©
Pierce Brosnan Meryl Streep
3
We are unsure about this one…
Mario Hardy Daniela Wagner
4Data-driven Intelligence
Revealing your destination competitive DNAs
BRAND REPUTATION – VISITOR EXPERIENCE – RESIDENT SENTIMENT
New standards for capturing the pulse of destinations
MORE TRUST AND IMPACT IN YOUR DATA COMMUNICATION
Endorsed international research solutions
THE RIGHT DATA AT THE RIGHT MOMENT
From real time data to long-term analysis
GUIDING AND MEASURING YOUR SUCCESS
Insights for destination marketing and management
Proudly working for 100+ travel brands worldwide
For Competitive and Sustainable Destinations
ALL IN ONE PLACE
Survey + Big Data based insights
UNWTOInnovation Award
5Methodology & Data sources
Competitive Metrics taking the Pulse of Destinations
T
Sentiment Index
R A V E L S A T
T
Competitive Index
R A V E L S A T
T
Resident Index
R A V E L S A T
Destination sentiment and social e-reputation
Visitor Experience, Profile and spending
Residents sentiment towards local tourism
SURVEYS
+ BIG DATA
ANALYTICS
UNWTO 2011Innovation Award
6Storytelling, backbone of destinations’ appeal!
Storytelling is the most influencing driver of destinations’ attractiveness
Source: TCI RESEARCH / TRAVELSAT©
#1 reason for choosing a destination for the 1st time 5x more impact than Advertising
3x more impact than Price/Deals
ARE CONSIDERING
ATERNATIVES
PEOPLE ARE CONSIDERING
A TRIP ABROAD
1+bn 80% 35%
INFLUENCED BY PEERS’
TRAVEL STORYTELLING
ALTERNATIVES
CONSIDERED IN AVERAGE
3
7T
Index
R A V E L S A T
~ 250 M international travelers are Social Storytellers
19%
TRAVELSAT© 2017-2018
Like sharing their travel experiences on social networks,
forums and blogs, also with people they may not know
9% Share their trip experience (on Facebook, Twitter, Instagram,
Snapchat etc..) several times a day while on vacation
8
179
159
166
172
170
163
164
156
150
116
118
136
115
156
- 50 100 150 200
Airbnb /private rentals
Luxury seekers
Cultural events attendees
Sportive events attendees
Golf visitors
Theme parks visitors
Social volunteers
Relax seekers
Art lovers
Solo Travelers
Families
25-40 years old
Students
Directors, Managers
113
115
115
147
156
187
191
195
249
254
- 50 100 150 200 250 300
Spain
Russia
Canada
Italy
USA
China
Korea
Brazil
India
Taiwan
Who are most active Storytellers?Segments used to sharing travel stories more than average
De
mog
rap
hic
sP
sychogra
phic
s
Index 100 = average visitors
TRAVELSAT© 2017-2018
Markets
9Storytellers are also more satisfied visitors… and active destination ambassadors
Destination Recommendation Index (Net % - World)
Active Storytellers82%
Average Visitors72%
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Competitive Index
R A V E L S A T
+10 pts !
10Average competitionTRAVELSAT© Competitive Index
Who is telling the story matters as much as the story itselfThe question of trust in the storyteller is ESSENTIAL
4%
9%
10%
14%
19%
21%
23%
24%
25%
31%
34%
37%
0% 5% 10% 15% 20% 25% 30% 35% 40%
Airline companies' websites
Articles in "lifestyle, culture" mag.
Social networks (Facebook, Twitter, …
Tourism Offices
Brochures, prints of destinations
Travel booking websites (Expedia, Kayak, …
Reviews / forum websites (TripAdvisor, Yelp…)
Search engines (Google, Yahoo …)
Travel Agent advice
Travel guides (Lonely Planet, Fodor’s, Rough …
Official destinations' websites
Friends & relatives recommendations
Trust levels significantly vary per
market and travel motivation!
Sources mostly trusted by Germans for planning a Cultural / Arts of Living trip
11TOP Destinations chosen mostly from storytellingExamples of destinations attracting first timers thanks to positive storytelling
Peers storytelling
Impact > 45%
Scotland
Croatia
Aruba
Singapore
Sweden
South Africa
Argentina
Thailand
Netherlands
Dubai
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Competitive Index
R A V E L S A T
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Positive Sentiment Index – Culture (Spring 2018)
1. Edinburgh
2. Frankfurt
3. Bordeaux
4. Valencia
5. Cordoba
6. Amsterdam
7. Stuttgart
8. Malaga
9. Helsinki
10.Porto
TOP10 CITIES – Based on % OF POSITIVE STORIES ABOUT CULTURE
Cities enjoying the highest share of positive stories about Culture
T
Pulse
R A V E L S A T
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Storytelling reveals the diversity of your destination appeal Culture related Sentiment During the period
Edinburgh positive cultural storytelling driven by:
● People, who are are integral part of the culture
● Exceptional vibrancy / living cultural value
● Large and niche Festivals & Events on unique topics
(Fringe, Marathon, Cinema, Comedy, Craft beers…)
● blending of experiences beyond conventional
culture (outdoor arts, sports, nature, music, F&B…)
● Strong cinema influence (Avengers Infinity War film
locations and articles, Cinema Festival)
● “Nature-imbedded” cultural expression forms
● Sites’ accessibility for travelers with special needs
● Support from the private sector (Airbnb, hotels
and daily product brands promoting festivals…)
● Students / University presence adding stories
Positive Sentiment IndexAverage cities = 100
134
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Pulse
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Stories Examples Fueling the Cultural Reputation of the City
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Pulse
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15
Sources: TCI Research TRAVELSAT Pulse
T
Pulse
R A V E L S A T
“Bucket list” selfies do not create storytelling anymore
Emotional stories do!
16“Bucket list” selfies do not create storytelling anymore
Non Tourism Events do!
Sources: TCI Research TRAVELSAT Pulse
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Pulse
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17Leverage Community – Hobbies centric StoriesAccelerates storytelling efficiency
Sources: TCI Research TRAVELSAT Pulse
T
Pulse
R A V E L S A T
18Discovering your “Ghost Ambassadors”Accelerates storytelling efficiency
Sources: TCI Research TRAVELSAT Pulse
T
Pulse
R A V E L S A T
A Japanese architect (Saana) driving Japanese visitors to the Louvre in Lens (France)…
A game fueling Peru adventurous reputation…
19When societal/sustainable issues infuse brands’ stories… French Social Sentiment Snapshot - “Thailand and travel”
Positive stories Negative StoriesT
Pulse
R A V E L S A T
20When overtourism issues infuse the brands’ stories… Overtourism Sentiment impacting the great city story
Positive stories Negative Stories
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Pulse
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TakeAways…
22The right story from the right teller on the right channel
Will make the difference for your destination
1. Millions of stories are produced daily, just select and amplify content best fitting your brand!
2. Amplify stories telling emotions more than just experiences
3. Diversify storytellers’ profile for building credibility and trust (peers, candid travelers, locals,
journalists, travel writers, travel guides, DMO, private brands and businesses, celebrities…)
4. Leverage on non tourism / passion-based stories that fuel your destination attractiveness
5. Manage the brand reputation context that also put your story at risk
6. Find and engage with your “ghost ambassadors” (emerging products, brands, events, celebrities…)
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Pulse
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We are a global leader in destination
competitive analysis.
Our standpoint is international.
Our methodologies are endorsed and awarded by
reputable tourism organizations.
We control smart integration of Big Data in
combination with traditional surveys.
Our team is senior and highly flexible.
Text: +32476701125
www.tci-research.com
@TRAVELSAT_index
Contact us for telling your story!(we will share ours in return!)
§
TCI Research is an independent UNWTO-Awarded market intelligence agency leading in international tourism and travel competitive analysis. It provides public and private players
of the visitor economy with innovative research solutions and insights combining conventional surveys with controlled Big Data analysis covering the whole visitor journey
