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Lessons From Alternative Travel

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The New Reality:
Alternative Travel

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2
| Why Skift?
Skift is the largest industry intelligence and
marketing platform in travel, which provides, news,
informat...

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“The sharing economy – once an indie endeavor
questioned by discerning adults – has gone mainstream
and made peer-to-peer ...

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Lessons From Alternative Travel

  1. 1. The New Reality: Alternative Travel
  2. 2. 2 | Why Skift? Skift is the largest industry intelligence and marketing platform in travel, which provides, news, information, data and services to all sectors of the world’s largest industry. Skift has deep experience in identifying and synthesizing existing and emerging trends through its daily coverage of the global travel industry, its Skift Trends Reports, and data insights derived from its competitive intelligence service SkiftIQ. Within a short two years of existence, Skift has become the lingo of the travel industry and a daily tool used by top strategists, technologists, and marketers in travel.
  3. 3. “The sharing economy – once an indie endeavor questioned by discerning adults – has gone mainstream and made peer-to-peer transactions available at every step of the travel experience. Its growth is fueled by the marketplace model, which has taken the best of online, mobile and social to create travel products that allow people to find rides or alternative accommodations with previously unheard of ease. ” - “Alternative Travel Is Now a Reality Across the World,” Skift 2015 Trends Magazine
  4. 4. 4 | Traveler Expectations Are Changing as a Result Transactions are easier. Discovery is faster. Feedback is transparent. Interactions are more authentic.
  5. 5. The sharing economy in shifting travelers’ expectations of traditional travel companies. Clean sheets and safe flights are now considered standard and consumers -- especially millennials -- are seeking deeper connections to brands’ values and the lifestyles they represent. Smart companies are responding by creating both experiences and content that speaks to consumers’ values and desire for adventure and authenticity. THIS SHOULD BE YOUR MINDSET:
  6. 6. 6 “ ” | Develop a Lifestyle Brand You Are More Than an Art Gallery, Hotel or Neighborhood The “how” of building a lifestyle brand has never been easier. Social media, content marketing, influencer campaigns, and creative events are powerful tools. Building a lifestyle brand will attract and engage travelers within and far from a destination. __________ What lifestyle does your organization support? One of exploration, learning, appreciation of the arts or nature? The ultimate purpose of lifestyle brands is to tap into our longing for meaningful experiences. A notion that transcends culture, age, and gender. - Daniel Baron, CEO of LIFT Strategic Design
  7. 7. 7 Project #2 Lorem ipsum dolor sit amet, consectetur adipiscing elit. Integer pulvinar nulla ut. | Conrad Hotels | Generator Hostels | Generator Hostels shares more photos of young travelers at parties and exploring cities than of beds or properties. Urban & Young Cultured & Fun = 4.5K on Instagram 10.6K on Twitter 101K on Facebook Aimee Song of Song of Style has 48.3K Twitter followers & 1.9M Instagram followers. She introduced Conrad Pezula to her fashion, tech, design-driven audience. Jessica Stein of Tuula Vintage has 29.9K Twitter followers & 1.3M Instagram followers. She introduced Conrad Seoul to her foodie, fashion, wanderlusting audience. Aligns Luxury with Lifestyle Influencers Celebrates Lifestyle Over Assets
  8. 8. 8 Locally Inspired & Source Offering | Le Meridien as a Neighborhood Entry Point The hotel brand uses local cuisine as an introduction to the area’s larger attributes. Coffee Shop Experience with Locals & Visitors “Our signature éclair program is part of the new Le Meridien experience. It delivers on our promise to unlock destinations through culinary creations.” Creative content + influencer campaign spreads Le Meridien’s message.
  9. 9. 9 Ace Hotel Shoreditch X tokyobike Project #2 Lorem ipsum dolor sit amet, consectetur adipiscing elit. Integer pulvinar nulla ut. | Ace Hotel as a Local Bike Host Ride a bike. Be a local. Travel Like a Local Visual Treat In addition to travelers’ on- the-ground experience, bike photos create visual content that reinforces the brand’s integration into its neighborhood and local way of life. Local Partnerships Partnering with local bike shops gives guests the opportunity to interact with business owners and enthusiasts.
  10. 10. 10 Miami’s “People and Places” campaign asks locals for neighborhood insights. Visit Philly created logos for each its neighborhoods in its latest campaign push. | Destinations Celebrate Their Diverse Neighborhoods Cities Are Embracing Every Inch & Culture Within Their Walls > Digital guides that describe each neighborhood and its main attractions. > Interviews with local business owners highlighting their story and craft. > Highly-produced video that relays an emotional experience distinct to each area.
  11. 11. 11 | Steps to Success Create opportunities and content that enrich customers’ experience. Create content that positions your brand as the entry point to a local, authentic experience. Foster relationships that give your customers unparalleled access. Make discovery and transactions easy and actionable. What’s your next step?
  12. 12. THANK YOU! Skift’s new content studio SkiftX helps brands such as Peak Adventure Travel, Student Universe, American Express, Hilton, Amadeus and others create thought leadership in the global travel industry through trends reports, social media audits, research, branded content, and other content marketing initiatives. New projects & concepts is what makes us happy. Address Skift HQ 115 W 30th Street, Suite 1213 New York, NY 11740 Contact Us Samantha Shankman ss@skift.com 631-241-1498 Social Media Facebook.com/Skift Twitter.com/Skift

Hinweis der Redaktion

  • Millennial values have led to the mindset of modern travelers.
    Millennial values: Happiness, passion, diversity, sharing, discovery & global community.
    Modern mindset: Authentic, inclusive, local attitude, coffee house-like & art gallery-like.
  • Examples include generator hostels’ social accounts that show young people at parties, in city
    Also, Conrad Hotels that worked with influencers who excel at both fashion/design and digital media for influencer campaign.
  • Visit Philly has done really really well on social media. Always on our top 10 for tourism boards on social media. Thank god your not in DC or Chicago.
    Look at what they do. You can learn some best practices just from what they do. Look for best practices. Take your learnigs, share with other people.
  • This is how it might feel like for your Airbnb host to take you on a spin upon arrival.

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