How Travel Bloggers are Shaping Destination Marketing Keith Jenkins CEO, iambassador.net Publisher, Velvetescape.com Scottish Tourism Week Inverness, 15 th March 2016 1
Where is Your Audience? Digital: 47.2% Of which: 23.3% mobile 18% desktop TV: 36.5% Radio: 10.9% Source: eMarketer
Media: A Simple Comparison 813,262 Condé Nast total circulation 132,885 one full page advert in Euro 187,000 Guardian total circulation 24,358 one full page advert in Euro 10,647,387 total followers of iambassador bloggers Source: Condé Nast, Guardian, iambassador (2015)
Ad Blocking Software • 0.12% standard banner ad click through rates • ad block rates 10 - 40% • 16% of Firefox Mobile users use ad blockers • ad blocking grew by 41% last year • 86% banner blindness in humans
Content is the New Advertising Digital Content… • $ 9.60 influencer marketing • informs, educates, return for each dollar spent entertains (top 13% up to $ 20) • is relevant • 90% savings by using an • is searchable influencer network (time & • is meaningful and resource costs) provides value for • influencers are trusted & readers & the brand authentic • has a long shelf life Source: Tomoson, TapInfluence, RhythmOne
For an increasing number of bloggers… Travel blogging has evolved from a hobby to a full-time profession
How bloggers are contributing to destination marketing • Multi-media content from a personal perspective • Multi-channel social media • Interaction • Community building • New marketing concepts
A personal perspective "It had so much more detail than the vendor site. And the broad travel sites don't get into all that," Ozaki said of the postings he read on Velvet Escape. "In this day and age, I find some of those sources more reliable. ” Source: Frommer ’ s
Travel bloggers deliver immediate & longer term value Pre-trip During the trip Post-trip Post-trip campaign/ Repurposing content
Searchable content >80% of travelers reported having used the Internet to research a trip. Source: Google (June 2014)
Influence decision-making 92% of social media users are influenced by travel blogs with up to 72% willing to change their destination choice based on the opinion of friends and networks on social media. Source: ITB 2015 Travel Trends Report
Influencer impact – short term 2,250 views � 4 bookings �
Influencer impact – longer term “Stellenbosch has seen a 60% increase in bed nights since 2014 when we started working with digital influencers.” - Stellenbosch Wine Routes
Influencer impact – longer term
Tips for working with bloggers • Selecting the right blogger(s) to work with is key • Do your research: read the blog, ask for their stats • Provide free wifi! • Agree on the deliverables • Focus on your key messages/objectives • Provide your social accounts & engage with the bloggers • Share your tips and let them explore
Travel blogging trends • Growing number of professional travel bloggers • Travel blogger conferences • Blogger associations, networks & initiatives • The rise of niche/local language blogging • New technologies, social platforms & product development
The Social T The Social Travel Summit ravel Summit 20 – 21 September 2016 20 – 21 September 2016 Kingsmil Kingsmills Hotel ls Hotel Inver Inverness ness SCOTLAND SCOTLAND Travel. Shar ravel. Share. Lear e. Learn Be Part of the Future of Online Travel Publishing and Marketing. Connect with leading travel bloggers and influencers from around the world o Peer-to-peer learning with tourism boards, PR agencies and brands o Keynotes on digital marketing trends, influencer collaborations and digital strategies o Workshops on SEO, social media strategies and successful influencer campaigns o Round-table discussions on maximising online marketing budgets, case studies and brainstorming o For info and t For info and tickets, visit ickets, visit thesocial hesocialtravelsummit.com travelsummit.com Brought to you by: Supported by:
Thank you! Follow me on Twitter: @velvetescape @i_ambassador Follow me on Facebook: VelvetEscape iambassadornet
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