Blog Author Profile
Introduction to Video Analysis & First 5 of the Top 10 Online Videos from DMOs
This blog is part of the three blog series, "Moving Picture Magic - Top 10 Performing Online Videos from Destination Marketing Organizations Around the Globe".
Online video has emerged as a critical type of travel content- especially at the all-important dreaming and inspiration stage of trip planning. Around one quarter of US leisure travelers indicate using online video in their trip planning process over the last 12 months. Online video can be especially influential in travelers’ destination decision. As part of our ongoing review of destination marketing best practices, we sought to benchmark and assessed top performing online videos from Destination Marketing Organizations (DMOs) across the world – videos that generate viral appeal, organic reach and engagement.
Research highlights how traditional word of mouth still comes first in both trust and frequency of use for US travelers
In our recent blog, “The Hyper-Informed Traveler, a Decade of Growth,” we highlighted the growing fragmentation and complexity of media use by US leisure travelers. The travel media landscape of 2018 presents a bewildering range of media, content and channels used by travelers in researching travel and planning their next trip.
But outside of media, one channel remains dominant in shaping travelers’ perceptions and decisions–traditional word of mouth. Travelers talking to family and friends about their experiences remains the most important source of information by some distance. When Destinations Analysts plots all media by frequency of use and level of trust, no other source of information compares. The graph below from Destination Analysts highlights the dominance of Word of Mouth. The left or Y-axis plots the Level of Trust held in media sources by US travelers and the bottom or X-axis tracks the frequency of use. The size of the data points signifies the importance of the media source.
How Travel Media Usage Has Changed Over the Last Decade
Travelers are using media from more sources and across more points in their travel experiences than ever before. We have coined the term, the “Hyper-Informed Traveler”, to reflect a highly complex and fragmented media landscape. For more on this, check out my blog post, "The Rise of the Hyper-Informed Traveler".
Working with our research partner Destinations Analysts, who have tracked US leisure traveler behavior, interests and media use over the last 11+ years, we took a long term look at how media use has changed over the last decade, which is summarized in our new research resource, The Hyper-Informed Traveler.
New Research on the Impact of Natural and Man-made Disasters on Travel Intentions Over Time
The last few years have seen an accelerating number of both natural and man-made disasters impacting destinations around the world.
In the U.S., increasing wild fires across the west and flooding events in the east and south have increased and become more severe. Recent fires in California and Colorado follow the pattern of earlier and more damaging fires as well as the continual “fire season”. In storms and other wet weather occurences, the trend is the same. For example in late May, Ellicott City in Maryland just outside Baltimore suffered its second “1,000 year flood” in the last two years.
As part of US Travel's ESTO Webinar Series, Miles highlights how destinations & their industry partners can enhance their presence across Google for free
Over the last couple of years, Google has been quickly evolving both search and its travel related platforms. These enhancements have created challenges and opportunities for the travel industry. Google notes this evolution is in response to changing travel behavior and technology shifts. In addition, new technologies and the power of artificial intelligence has spurred the growth of voice search, intelligent assistants, smart speakers are more. This is a trend that is beginning to change how we conduct and interact with travel related searches.
In this blog, we highlight some of these changes and what this means for destination marketing organizations (DMOs) and tourism businesses of all types.