From Instagram to Booking: How Consumer Content Engages, Wins and Retains Travelers
•Als PPTX, PDF herunterladen•
1 gefällt mir•673 views
Learn how leading travel brands use Instagram both as a channel that inspires travelers to initiate bookings, and as an unparalleled source of visual content that drives engagement and bookings throughout the omnichannel.
Empfohlen
Empfohlen
Weitere ähnliche Inhalte
Was ist angesagt?
Was ist angesagt? (20)
Andere mochten auch
Andere mochten auch (20)
Ähnlich wie From Instagram to Booking: How Consumer Content Engages, Wins and Retains Travelers
Ähnlich wie From Instagram to Booking: How Consumer Content Engages, Wins and Retains Travelers (20)
Kürzlich hochgeladen
Kürzlich hochgeladen (15)
From Instagram to Booking: How Consumer Content Engages, Wins and Retains Travelers
- 1. © 2015 Phocuswright Inc. All Rights Reserved. Kristen Hall | Enterprise Strategy Director for Travel at Olapic Fiona Boyce | Director of Social Media + Brand Content at Commune Hotels & Resorts FROM INSTAGRAM TO BOOKINGSVISUAL MARKETING STRATEGIES FOR TRAVEL BRANDS +
- 2. ONE DAY ON THE INTERNET
- 3. © 2014 Phocuswright Inc. All Rights Reserved. THE AMOUNT OF TRAVEL CONTENT ON INSTAGRAM ALONE IS STAGGERING There are currently over 31 million photos hashtagged #vacation on Instagram alone. 345k 327k 272k 226k 210k 307k 935k 2.3m 345k 44k 257k378k 190k 764k 77k1.2m 100k 36k
- 4. THE POWER OF INSTAGRAM
- 5. © 2015 Phocuswright Inc. All Rights Reserved. Question: Which of the following travel-related activities did you do on an online social network while planning your most recent leisure trip, or after your trip? Select all that apply. Base: Social Media Users: U.S.: (N=858); U.K.: (N=785); AUS: (N=826); FRA: (N=726); GER: (N=761); RUS: (N=914); CHN: (N=997); BRA: (N=976) Source: Phocuswright's Search, Shop, Buy: The New Digital Funnel 31% 35% 28% 28% 33% 32% 22% 24%22% 26% 33% 30% 45% 49% 43% 48% Post comments/photos about my trip while at home or work Post comments/photos about my trip while traveling U.S. U.K. Australia France Germany Russia China Brazil TRAVEL-RELATED POSTING ON SOCIAL NETWORKS
- 6. IN THE TRAVEL INDUSTRY, STOCK PHOTOS ALL LOOK THE SAME $304/ NIGHT $229/ NIGHT
- 7. TEXT DESCRIPTIONS JUST DON’T DO OFFERINGS JUSTICE
- 8. AND IT IS MISSING AUTHENTICITY THAT ONLY USER-GENERATED CONTENT CAN PROVIDE 67% of traveler trust UGC more than brand-created content
- 9. CURRENTLY TRAVELERS ARE FORCED TO LEAVE BRAND SITES TO FIND THIS CONTENT On average travelers visit 37 webpages before booking. TripAdvisor made 1 billion dollars in booking fees in 2013 from travelers looking for this authentic content.
- 10. BRANDS CAN CAPTURE THE FEATURES OF THEIR PRODUCTS… …Fans can capture the moments that happen there.
- 11. AND, UGC ON PROPERTY PAGES ARE RICH VISUAL REVIEWS… …giving traveler the confidence they need to book.
- 13. 9 THOMPSON HOTELS PROPERTIES HAVE PUBLISHED OVER 4,400 PIECES OF TRAVELER-GENERATED CONTENT Joie De Vivre hotels are launching very soon across 20+ properties PROPERTIES WITHIN THOMPSON (9): • The Beekman • Gild Hall • Smyth • Thompson Chicago • Thompson Toronto • Belgraves London • Thompson Miami Beach • Thompson Playa del Carmen • The Cape
- 14. THOMPSON HOTELS COLLECTS TRAVELER-GENERATED CONTENT THAT OUTPERFORMS BRAND-CREATED CONTENT This photo from the Cabo property shows potential travelers a view from an actual room. This photo from Gild Hall in NYC provides social proof from a millennial couple that authentically loves their room.
- 15. CHICAGO ATHLETIC CLUB’S PROFESSIONAL GRADE EARNED CONTENT Visitors to chicagoathletichotel.com can browse and infinitely scrolling wall of very high-quality photos earned from their guests.
- 16. THOMPSON TORONTO: DEEP DIVE Photos like this on Thompson Toronto’s site drive inspiration, engagement, and bookings. This Single Property Has Collected: 1,016 photos in the last quarter alone. The interaction rate for this content on their site is: 8.2%
- 17. HOW THOMPSON DRIVES INSPIRATION AT SCALE Filters enable visitors to sort the top photos at each property. Using Olapic's API, hospitality brands have built multi-layer gallery widget filtering, creating a personalized experience for their guests.
- 18. © 2014 Phocuswright Inc. All Rights Reserved.
- 19. Eliminate guess work from your creative by inserting top performing UGC into your ads Reduce cost, time and effort of production Always have original and fresh images for advertising Improve your Ad performance EXTEND Instagram Ads . . . .
- 20. INSTAGRAM TARGETING Native FB targeting (location, demographic, etc.). Partner Categories. Custom Audiences. Lookalike Audiences. Flexible Targeting.
- 21. HOW TO BE SUCCESSFUL IN 3 STEPS ON BRAND & CONSISTENT1
- 22. HOW TO BE SUCCESSFUL IN 3 STEPS CONCEPT-DRIVEN2 #coachfromabove
- 23. HOW TO BE SUCCESSFUL IN 3 STEPS WELL CRAFTED3
- 24. QUESTIONS? Visit Olapic’s Kiosk to get a Selfie Stick and enter for a chance to win an iPad Pro. +
- 25. THANK YOU Attending the Phocuswright Conference in Ft. Lauderdale? Visit Olapic’s kiosk and join our workshop session on using traveler-generated photos to drive bookings. +
Hinweis der Redaktion
- Welcome to this webinar with Olapic & Commune.
- The wave of visual content has created a perfect storm for travel marketers because a huge amount of visual content is being created...
- and a massive amount of it is tagged with the branded hashtags of leading travel brands.
- More high-quality photos will be created by your audience than you brand can ever generate.
- The bottom line is that travelers are creating and sharing content about their trips online….
- ….which is critical because in the travel industry, all stock photos look the same.
- (Explain: UGC = Traveler-Generated Photos)
- 2-5% increase in conversion rate delta 4.6% average conversion rate when the UGC is present at the POS 9.6% average conversion rate for users who interact with the UGC at the POS 200% increase in time spent on site 5x more engaging than text reviews
- How to do it: There are 5 steps to being successful with traveler-generated content from Instagram.
- Now lets take a look at how Commune Hotels uses UGC at a high-level.
- Now lets take a look at how Commune Hotels uses UGC on their site and in their marketing.
- Let’s add a travel looking photo in this phone. Add Olapic’s Instagram Partner Program badge.
- Questions: How do you handle rights? How do I make sure that the content I will be using on my website is of the quality I want? How can I get photos Fiona: How do you get Consumers to share content? Fiona: How do you convince your internal stakeholders to invest in a new technology like this?