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2019 Trends for Visitor Attractions
- 3. Trend #1: Augmented Reality ● Interactivity increasing engagement ● Move from gimmick to tactic ● Big uplift amongst attractions - especially those with family audience #DVTrends2019
- 4. Trend #1: Augmented Reality #DVTrends2019
- 5. Trend #1: Augmented Reality #DVTrends2019
- 6. Trend #1: Augmented Reality Our advice? Use to… 1) AR to add to the customer experience 2) Sway decision making pre purchase. (otherwise it’s just an expensive gimmick) #DVTrends2019
- 8. Trend #2: Micro Influencers ● Small following <5000 ● Niche interests ● Authentic ● High engagement ● ‘Personal’ recommendations ● Everyday consumer ● Think smaller - even nano #DVTrends2019
- 9. Trend #2: Micro Influencers #DVTrends2019 Visit Britain - case study ● 18% engagement ● 778 high quality images ● 360 minutes of video ● 1,757,139 Reach
- 10. Our advice? ● Don’t be afraid to go small… and hyper local! ● Put together a thorough vetting process ● Know how to brief ● Get an agreement in place ● Know what success looks like for you ● Think long term Trend #2: Micro Influencers
- 12. #DVTrends2019 Reached 1 billion users in 2018 38% check Instagram multiple times a day 75% take action after seeing a brand’s post Trend #3: The InstaBOOM
- 13. Trend #3: The InstaBOOM ● Highest engagement rate of all social networks ● Part of Facebook Ads Network ● Ecommerce functionality ● Our prediction: Improved reporting in 2019 #DVTrends2019
- 14. Our advice? ● Post regularly on stories and the feed ● Include in your paid media strategy - not just as as extension of Facebook! ● Use engaging stories features ● Make use of highlights ● Share (and encourage) UGC Trend #3: The InstaBOOM
- 16. #DVTrends2019 Immense influence in travel decision making 62% visit TripAdvisor before making a booking 465 million average monthly unique visitors Trend #4: TripAdvisor Goes Social
- 17. Trend #4: TripAdvisor Goes Social ● Relaunched November 2018 ● Social focussed feed ● Publishing features opened up ● Shhhh…...Promoted content coming Q2 ● Focus on ‘Trips’ ● Advertising is granular ● Create a TA Strategy #DVTrends2019
- 18. Trend #4: TripAdvisor Goes Social #DVTrends2019
- 19. Our advice? ● Create content on destination pages ● Create trips on destination pages ● Use targeted promoted content from Q2 ● Use reviews as free market research! ● Reply to everything - the good and the bad Trend #4: TripAdvisor Goes Social
- 21. Trend #5: The Microgap ● Under 35s are taking more, shorter breaks throughout the year ● Looking to enrich their lives… over the long weekend ● Microgap experiences include: activities, wellness, volunteering, culture, learning or new skills ● Higher value experiences opportunity #DVTrends2019
- 22. Trend #5: The Microgap #DVTrends2019
- 23. Our advice? ● Craft your messaging around the value and uniqueness of your experience Trend #5: The Microgap
- 25. Trend #6: Getting Active ● People are looking at ways to be more active - especially families ● Many are looking at ways to destress and unwind ● Attractions are making use of unused spaces and off peak times ● Focus on physical and mental health ● Balloons #DVTrends2019
- 26. Trend #6: Getting Active #DVTrends2019
- 27. What does this mean for you? ● Include activities if you have the space ● Put together walking tours or bike tours with other local attractions ● Mobile and pop up options available - especially in summer! ● Use in marketing messaging Trend #6: Getting Active
- 29. Trend #7: Video… Again ● Video dominates online content consumption #DVTrends2019
- 30. #DVTrends2019 90% of customers say video helps make purchase decisions 100 million hours of video are watched daily on Facebook Viewers retain 95% of a message when they watch it in a video Trend #7: Video… Again
- 31. Our advice? ● Develop hero video content which can be repurposed for each channel ● Partner up with content creators who can create unusual and engaging content ● Don’t forget to include vertical video ● Use video in your advertising strategy Trend #7: Video… Again
- 33. Trend #8: Upskilling Internally ● Inhouse teams are upskilling with training, examples: ○ Hero content ○ Google Grant ○ Social Paid Media ○ Email Marketing #DVTrends2019
- 34. Trend #8: Upskilling Internally #DVTrends2019 Airhop Social Media Training
- 35. Our advice? ● Upskilling can increase value of inhouse teams ● Make sure that you remain competitive ● Upskill to drive innovation and spot opportunities Trend #8: Upskilling Internally
- 37. Trend #9: Online Vouchers ● Huge uptake over the last year ● Attractions are using online vouchers to boost off peak sales ● Big trend toward experiences over traditional gifts #DVTrends2019
- 38. #DVTrends2019 Trend #9: Online Vouchers
- 39. Our advice? ● Focus on key gifting periods ● Have offers suited to each audience ● Use a multi channel advertising approach ● Focus your messaging on the value of gifting an experience Trend #9: Online Vouchers
- 41. ● We’re seeing more budget being moved to digital ● Why? This is where people are spending most of their time ● Decision makers and influencers are online - parents, children, friends #DVTrends2019 Trend #10: Rebalancing Budgets
- 42. #DVTrends2019 Trend #10: Rebalancing Budgets Digital has a greater ROI Digital provides real time results Digital provides far higher engagement
- 43. Our advice? ● Work with experts that understand your sector ● Focus on the Four C’s ○ Concept ○ Channels ○ Content ○ Connections Trend #10: Rebalancing Budgets
Hinweis der Redaktion
- Needs to be totally focused on how visitor attractions can use this to drive people into the venue. Old Vic example is nice as this is using a space of theirs to drive engagement and interest, this supports secondary spaces, a younger audience and could convert to visitors. Need to think how else can use - open spaces around the venue, integrated into existing marketing / plans - how would this work on a newsletter - certainly