the miles blog

Our pursuit of fresh ideas, backed by leading-edge research, keeps our destination and hospitality clients ahead of the competition.

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Are Travel-Content Marketers Ready for Web 3.0?

By Hannah Brown
on Tuesday, April 15th, 2014

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Just when you thought you’d gotten comfortable with Web 2.0*, some forward-thinkers have already starting talking about the era of Web 3.0. The truth is that the lines between the two are a little blurry, and we’re already straddling the two phases of development whether we know it or not.

Several of us in Miles’ Colorado office trekked to the University of Colorado’s annual Conference on World Affairs to hear four of tech’s thoughtful voices talk about what they think the next phase of the internet might be. They all have different thoughts about how things will evolve (see below for each one’s specific takes), but essentially think there will be a lot more automation requiring less thinking or action by users.

For marketers, I think it means we need to be prepared to collect more data and adapt quickly when consumers adopt new services and devices. Read entire post >


Getting Your Facts Straight

By Roselle Cronan
on Thursday, April 10th, 2014

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I love arriving at a new destination and exploring the sights, sounds and tastes of a new place, especially things I may have read or heard about. My choice of a destination is influenced by articles, ads and recommendations from other people. When someone recommends sampling the peppermint saltwater taffy in a particular boutique at my destination of choice, you’d better believe I’m going to try it.

Like a lot of fellow travelers, I don’t necessarily question everything that I may read about an area. I take it on faith that whoever wrote about a place should be credible, right? That’s why fact checking is so important. Read entire post >

Four Tips for Successful eNewsletter Campaigns

By Shelly Benson
on Tuesday, April 8th, 2014

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Over the years, the digital marketing community has been discussing the relevance and continued future of the eNewsletter. Despite the debate, eNewsletters are alive and well in the travel-marketing realm. Here are some tips for creating exciting eNewsletters that will make it to the eyes of potential travelers and won’t get buried in the inbox.

1. Relevant Content
Whether you are starting a brand-new eNewsletter campaign or you are refreshing an established eNews program, it’s always a good idea to become familiar with your audience. Are they seasoned travelers? Are they first-timers that are looking for inspirational content? These scenarios will sculpt your content plan to ensure you are providing fresh content that will engage and inspire. If you have a seasoned travel audience, content might reveal the unbeaten paths of the destination; content for the first-time traveler could revolve around the top five experiences, must-do lists and more general overviews of the destination. Read entire post >

Confessions of A Millennial Travel Marketer

By Carrie Barker
on Wednesday, April 2nd, 2014

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I’ve noticed a trend at travel industry events that sounds a little something like this: “How are we going to deal with those entitled, distracted, self-centered Millennials?” Now, indulge me while I take some offense to that outlook. While yes, we present some unique challenges, we bringing more opportunities to reach and influence a whole new generation of potential visitors. Below are my top three.

Willing and ready to adopt any and all new tech
Between social sharing, mobile apps and finding online resources in real-time, Millennials are willing to embrace new ways of doing things with arms wide open. In the past year, I’ve gone on trips without booking a hotel or picking restaurants in advance – when I’m ready to decide, I simply open an app and reserve right then and there. While this throws the traditional marketing funnel out the window, it allows DMOs to connect with visitors directly while they move throughout the destination with tailored insights.

Plugged-in to every communication channel, every minute of the day
Before getting out of bed in the morning, we’ve checked the news, Facebook and emails. We’re used to engaging all the time, which means that we’re expecting instant and constant information. For travel marketers, it means communication is moving from one-way message delivery to a two-way dialog. So rather than blasting out an email, keep watching and responding to the comments on Instagram posts to interact directly with users.

Seeking experiences more than possessions
Because it’s easier now than ever to show off via social media, we can brag about what we’re doing more than about what we have just bought. Millennials care about checking in at the most buzz-worthy restaurants, or posting artfully filtered selfies from remote beaches to shamelessly promote our cool factor. Can’t you see the limitless opportunity that travel marketers have here? Millennial travelers are searching for unique experiences – and you’ve got lots of that to offer.

Hilton Sandestin Social Media Makeover: A Case Study

By Erin Marvin
on Monday, March 31st, 2014

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The Miles team created a social media content strategy and targeted Facebook advertising campaign for the Hilton Sandestin Beach Golf Resort & Spa that resulted in a 66% increase in engagement. Click here to read the case study

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