Presented at TTIA Tourism College, June 2017 As destination marketing organizations, we are no longer in complete control of our destination marketing message. Travelers are less trusting of organizations and more trusting of people. Eighty-four percent of consumers say they either completely or somewhat trust recommendations from family and friends about products and services. Travel is no different, as it is both a product and a service. In this presentation, we will discuss how destination marketers can let go of the reins and utilize locals and past visitors to share the destination message and amplify your marketing campaigns.

1. “GIVE THE PEOPLE
WHAT THEY WANT”
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2. “GIVE THE PEOPLE
WHAT THEY WANT”
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3. GATHAN D. BORDEN
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Vice President, Marketing
Visit LEX
gborden@visit lex.com | @ gat handborden

4. PEOPLE DON’T TRUST
ORGANIZATIONS ANYMORE.
PEOPLE TRUST PEOPLE.
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5. THE THREE Fs OF MARKETING
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FAMILY
FACEBOOK
FRIENDS

6. TO WHAT EXTENT DO YOU
TRUST ADVERTISING?
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7. THERE IS A FUNDAMENTAL SHIFT
IN MARKETING.
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8. 71%
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9. 71%
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Percentage of consumers who prefer personalize
http://www.marketingdive.com/news/study-71-of-consumers-prefer-personalized-ads/418831/

10. PERSONALIZATION.
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11. T T I A T O U R I S M C O L L E G E
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12. T T I A T O U R I S M C O L L E G E
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13. TRAVEL CYCLE
INSPIRATION | PLANNING BOOKING
EXPERIENCE | SHARING
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14. WHAT INSPIRES YOU TO TRAVEL?
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15. WHAT RESOURCES DO YOU USE
TO PLAN YOUR TRAVEL?
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16. THE MULTI-SCREEN
BOOKING PROCESS
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17. WHAT IS YOUR IN-DESTINATION
EXPERIENCE?
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18. WHAT ARE YOUR TOOLS
FOR SHARING?
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19. INFLUENCER MARKETING
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20. T T I A T O U R I S M C O L L E G E
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21. T T I A T O U R I S M C O L L E G E
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22. FOLLOWERS DOES NOT EQUAL
INFLUENCE.
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23. TO PAY…
OR NOT TO PAY.
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24. T T I A T O U R I S M C O L L E G E
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25. T T I A T O U R I S M C O L L E G E
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26. T T I A T O U R I S M C O L L E G E
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27. T T I A T O U R I S M C O L L E G E
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29. T T I A T O U R I S M C O L L E G E
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30. KEY TAKEAWAYS.
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31. PEOPLE DON’T TRUST
ORGANIZATIONS ANYMORE.
PEOPLE TRUST PEOPLE.
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32. PERSONALIZATION IS THE
FUTURE OF MARKETING.
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33. INVEST IN YOUR
EXISTING ASSETS.
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34. GATHAN D. BORDEN
T T I A T O U R I S M C O L L E G E
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Vice President, Marketing
Visit LEX
gborden@visit lex.com | @ gat handborden