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The Winter 2018 State of the American Traveler – Destinations Edition shows us that traveler optimism is high and people are interested in a variety of experiences, from beaches to cities to small towns and outdoor recreation, and that travelers are using a mix of resources to become inspired and plan their trips.
And we’re really starting to see DMOs and other travel brands focus more on creating a mix of compelling content that not only balances inspiration and planning, but harnesses each destination’s individual strengths in innovative ways to connect with these travelers on a deeper level.
This content was originally presented as part of The State of the American Traveler - Destinations Edition webinar presented in March 2017 by Miles and Destination Analysts with support from the Southeast Tourism Society and Destination West.
While research identifies what types of content resonates with travelers when they’re making destination decisions, it’s how we, as marketers, creatively develop and execute this content that really connects with those travelers and inspires them to choose your destination.
That is why it’s so important to have a rich collection of inspirational content –words, photos and videos that connect with travelers on an emotional level and offer the “why” and the “wow” of the place in addition to the “how” content such as partner listings, maps and deals. This type of inspirational content is how you...
Last month I attended the Ad Age Brand Summit in Los Angeles, which brought together marketers from a variety of industries, all with the goal of learning new strategies to help brands of all sizes succeed in today’s complex media environment.
Sessions ranged from future opportunities in virtual reality to the risks and rewards of live video, as well as case study success highlights from major players such as Target, Intel, Honda and Mountain Dew.
Though speakers covered a wide range of topics, what I took away as the overarching theme of the event was that meaningful brands do meaningful things—to be successful, you not only need to be authentic, but culturally relevant, consumer focused and, at times, fearless....
We talk a lot about the importance of sharing content at Miles, be that through your owned channels such as your website and social media channels, using a curated network of influencers or even through paid content distribution.
The most recent State of the American Traveler research shows that, when planning their next trip, 45.5% of travelers seek out reviews, ratings and user-generated content both for ideas and to validate their selection, and 48.1% use social media in trip planning. According to the research, the average traveler uses dozens of websites and a range of offline media when deciding where to go and what to do when they get there.
I know my own travel planning behavior certainly embodies those statistics. I usually start surfing the web and perusing travel magazines before I even have an idea of where I want to go, and I often use Facebook posts as a way to poll my friends on how to make the best use of my time off. In fact, it was my...
Last month I attended Content Marketing World in Cleveland, Ohio, and joined 2,600-plus other content-focused marketers as we navigated our choice of 80-plus sessions over multiple days. Subjects ranged from native advertising to ROI, social media to influencer marketing (and everything in between). I met attendees from both agencies and brands, in B2B and B2C markets, and hailing from such varied industries as healthcare, tech, mining (yes, mining), video production, cloud computing and more. And they all look to content as a core marketing tool.
"It's our job to tell better stories. The audience doesn't care about the platform; they care about the content."
Although the sessions covered a variety of hot topics and new tools available for being a better content...