What: A Luxury-Based Experience

According to the National Travel Association and Virtuoso’s 2024 Luxe Report, the top reasons behind high-end travel include:

• Exploring new, off-the-beaten path destinations
• Rest and relaxation
• Seeking authentic experiences in new destinations
• Rediscovering previously visited destinations
• Personal enrichment

“Travel & hospitality is going beyond the experience economy to the ‘transformation economy,’ where an experience changes us in some way during a particular moment in time. When travel brands can design the experience to be so significant for a particular person and provide the exact experience that they need at a particular moment in time, it becomes easier to deliver a life transforming experience. That aspiration can range anywhere from desiring to be a more creative person to being a better parent, so travel brands have an opportunity to support that evolution.”

The Evolution of Luxury Hospitality Whitepaper VERB, 2017

With this travel trend, it’s all about what the destination can offer to travelers. A smaller, lesser-known destination can be as highly successful as a luxury destination if they offer consumers unique and high-end experiences. There are a few different ways you can emphasize the high-end experiences your destination offers:

• Personalization: nothing says high-end like an experience that has been tailored for you and only you.
• Exclusivity: an exclusive experience can make a consumer feel special which is what justifies the price of luxury. 
• Authenticity: consumers are looking for authenticity from the brand selling their experience.
• Sustainability: the pandemic has inspired travelers to seek destinations that prioritize climate-conscious options in their accommodations and attractions. 

How Consumers are Finding Luxury Travel

In the niche market of luxury travel it’s important to know how consumers are finding this product.

Digital & Social Media. The most common place for consumers to research luxury experiences is through digital and social media. Luxury travelers are highly influenced by authentic brands and experiences they see on social media.

Travel influencers are a great way to pique the interest of consumers. People love consuming content that is extravagant, expensive, and unique.

Word of Mouth. Consumers also love posting that extravagant content. It is important to take into consideration how “Instagram-able” an experience is. A consumer is more willing to book a luxury experience based on how it will make them look on social media.

Find more ways to tap into a niche travel market.

Who are Luxury Travelers?

There are many different types of luxury travelers, so it’s important to first understand how luxury your target audience is. For example, one person could see a private jet as their everyday type of travel, while another could see it as a once-in-a-lifetime experience.

With so many differences, we look to similarities between luxury travelers and who is booking the most luxury travel to define the market.

Middle class. The emerging middle class is a huge market for luxury travel. This group has disposable income and wants to spend it on exclusive experiences.

Older Millennials are the most willing to spend their money on luxury travel.

Personal vs Business. There is a difference between the personal luxury traveler and the business luxury traveler, although this distinction is beginning to overlap.

By better understanding your audience’s spending habits, consuming habits, types of cars they drive and so forth, you can narrow in on how and where they spend their money or how they spend their time. Then, you can advertise on the most relevant websites, pitch stories to specific publications, and target their interests in digital advertising. For example, if they are more likely to own a Porsche, you can target publications that focus on Porsches.

Line up with the customer’s journey.

The post Luxury Travel Trends appeared first on Travel Alliance Partnership.

Traditional Travel Writers

These writers work for a newspaper, magazine, website or other publication. They may have a regular column or specific niche that they write about. But as staff sizes continue to decrease, writers have taken on more beats – broadening their focus from travel to general lifestyle.

Deliverables

An article for their publication published online, in print or both. They publication may also share it across its social media channels. In some rare cases, they may have a photographer take pictures to accompany the piece. The rest of the time, they will lean heavily on your destination to supply high-res photos.

Itineraries

Travel writers are on assignment by their publication. (However, they don’t always have a say in when the article will come out.) This means they have a specific story in mind and unless they are a reviewer, they provide an objective look into a destination. In many cases, their itinerary should be broad. Include the “must-see” stops, best restaurants and most popular activities.

Keep in mind, there may be specific rules from their publication that they must follow. For example, some publications do not accept free products or comped meals, trips and experiences, while others will not cover alcoholic beverages.

Measurement

Print publications are measured by circulation – the number of copies distributed through subscriptions and newsstands. Online publications and articles are measured by unique visitors per month (UVM) or impressions. You can also track the additional reach of an article shared from the publication’s social media. Beyond impressions, we reference the Barcelona Principles to measure the impact of a placement, including whether it appeared in a KPI (key performance indicator) publication, the sentiment or tone of the article, and inclusion of the campaign’s key messages.

Proactive vs. Reactive PR: Why Both are Essential to Your Public Relations Strategy

Freelancers

Freelancers are independent writers that get paid per writing assignment or series of articles. They may work for one publication or website, but more often, write for several publications at a time.

Deliverables

When working with a freelancer, deliverables may not be set in stone upfront. Some will pitch the story (or FAM visit) to the publication(s) to get it assigned, while others look to have their piece picked up afterwards. Some are on assignment by a publication while others look to have their piece picked up afterwards. Since freelancers write for a variety of publications throughout their career, your destination has the opportunity to be covered multiple times in different articles. (Even years after a media FAM!)

Itineraries

For most, the idea of an assignment letter has gone out the window. That means freelancers are looking for a unique story, angle or topic that is likely to get picked up. Work with them to identify stops that are both popular and have a special backstory. You may consider including stops that cover multiple angles (such as unique food scene and your historic sites), that can result in placements in multiple publications.

Measurement

Articles and publications are measured the same way as for traditional travel writers.

Influencer Outreach and Media FAMs Stimulate Drive Market Visitation for Open Air Museum

Bloggers

Bloggers regularly write content (or posts) for a blog. Some run their own blog while others are part of a network of bloggers, such as Traveling Mom. Most bloggers make money through cost per click advertisements or referral programs.

Deliverables

Bloggers produce blog posts – informal, narrative text entries. Post formats vary but usually have a first-person point of view. Some posts include general overviews or a recap of a trip, while others share numbered lists of the best places to visit, eat, or stay in a destination. Most are accompanied by photographs taken by the blogger.

Itineraries

Because of the story-telling nature of blog posts, bloggers are looking for experiences. They want to get hands-on, knee-deep and up-close-and-personal with your destination. As you choose experiences, be sure they align with the theme or niche of their blog. Mommy bloggers want to see family-friendly stops while craft beverage bloggers would enjoy a gin-making class.

Measurement

Blogs are measured by unique visitors per month (UVM) or impressions. Bloggers commonly share posts on social media (Pinterest especially!), in newsletters and among niche networks. They may even be able to tell you the number of users that viewed a specific post.

An inside look at working with bloggers.

Influencers

Influencers are the newest content producers to the group. They are known for their loyal social media following that looks to them for recommendations and is willing to take action as a result. Some run their accounts as a side-gig while others focus on social media full-time. In some instances, influencers look to receive compensation for their content. Compensation is becoming more popular since the pandemic, as destinations and brands understand the influence of content creators, and as influencers quit their full-time jobs to focus on their content.

Deliverables

Influencers can offer a variety of deliverables: static posts, videos, ephemeral content (Snapchat, Instagram or Facebook stories), highlight reels, TikToks and going “live.” It’s important to discuss deliverables ahead of time to agree on not only the type of content they will produce but also the angle of it. Set expectations around influencers tagging your or your partners’ accounts, using the appropriate campaign hashtags and geotags. It’s important to have a discussion ahead of time of what works best for your destination, and agree on what they will produce. In addition to their social posts, some influencers also have a blog that they post on.

Itineraries

As you work through their itinerary, think visuals. Skip a world-class museum that doesn’t allow photography. Instead, pick the prettiest view of a park during the best time of day. Unlike traditional travel writers, influencers post from their personal perspective. That means the itinerary process may take longer because influencers want to be sure each spot will spark joy with them (and their followers). Be sure to build in plenty of time at and in between each location. Influencers are known to explore on their own and find a visual you didn’t even think about!

Measurement

Start with the number followers they have on their social media channels, that’s their potential reach. Then look at the engagement on their posts about your destination: comments, reactions, shares. Ask the influencer for stats on their ephemeral content that disappears after a set time.

Pro tip: For both bloggers and influencers, create packages or promo codes to help track visitation to your destination in response to a post.

Get more insights into working with influencers in our Guide to Influencer Marketing.

The post The Difference Among Travel Media appeared first on Travel Alliance Partnership.

The Finger Lakes Region of New York recently hosted bloggers for both Travel Media Showcase (TMS) and the Travel Bloggers Exchange (TBEX) when they brought their conferences to the western part of New York. We embarked on nine days of touring with seven travel bloggers around a destination. It was a truly eye-opening experience into the world of bloggers, how they work and what actually motivates them to care about and produce tourism blogs about a destination.

Read what you may about enticing a travel blogger or understanding what to ask for or expect from a travel blogger; nothing can replace an actual first-hand experience immersed in every facet of what inspires these unique journalists to write about your destination.

Here’s what I know for sure about ‘bloggers at work’ and how best to create an experience for them that will convert to a great blog for a destination.

Fearlessly independent

You’ll plan for them to zig and they will want to zag. That’s actually a really good thing.  No hand-holding for this group.  They’ll arrive at the attraction and immediately venture towards what appeals to them.  Don’t be offended.  After all, if it appeals to them in their own way, that’s how they’ll write about it and that’s how they’ve built their followers.  Give them space to seek out their own ‘twist.’  That independence is exactly why it is best to allow the blogger their own time and not group them with other bloggers.  Groupings can work with very similar bloggers but they are by far best suited to travel independently. Each of them has a unique angle and focus for their content.

Completely curious

They somehow, either by training or natural instinct, flesh out the little, hidden nuance at an attraction.  Bloggers and influencers are so totally conscious of what their followers are expecting of them that they will see things you might not see yourself as a destination marketer.  They ask questions- lots of questions, and always guide a conversation towards what their very specific interest is.  Be mindful of this, let your partners know this and the overall experience will prove fruitful for all.

Totally Technology Savvy

Their world revolves around that device in their hand – often-times two devices.  Bloggers know all aspects of that device and know how to maximize its potential and guard that device with their life.  They feed it with battery packs in various sizes and shapes and are forever looking for ‘juice.’  It is, after all, the tool of their trade.  Don’t be fooled though.  While it may appear that their total concentration is focused, looking down at that device, they are still engaged.  They are simply creating content and, in many cases, they are sending their thoughts about what they are seeing straight out into the world – real time.  Again, prepare yourself and your partners for this seemingly distracted guest.

Photos are King

While we all know how important a good image is in the world of destination marketing, the blogger will spend an inordinate amount of time ‘setting up’ a photo.  Stage a product so the light is just right, venture to the brink of the path to grab the right long shot, let the actual food go cold while positioning the plate and cutlery in a very specific manner and the list goes on.  Result – generally a magnificent shot worthy of any tourism publication or website- let alone tourism blogs.  The best news about all that patience when it comes to waiting for those photo-shoots?  The stellar photos they are likely to share with you and the absolutely great content they share about your destination or partner.

Time to absorb

Time management goes straight out the door with this group!  All that independence, curiosity, tech-time, and photo preparation leads to a schedule that only they can (and should) control.  When something interests them they simply need more time. They also don’t take kindly to rushing along- and who can blame them? They are often real-time sending out content to their followers and after all, that’s part of what we want. Do yourself and your partners a big favor and allow for plenty of time.

First-hand experience is always best and my experience with bloggers was like a ‘master-class’ in the education of hosting bloggers.

The post Inside A Blogger’s World appeared first on Travel Alliance Partnership.

Read our blog for a quick refresher on what a social media influencer is and how destinations can successfully work with them.

Influencers may reach out to your destination directly, come through a PR agency or state organization like I Love NY, be part of a FAM following a conference or show, or you may be interested in reaching out to them directly. No matter how an influencer comes across your desk, it is important to figure out whether it is worth spending your time and resources (or your partners’ resources) on hosting them. Here are 12 tips for vetting a social media influencer.

Questions to Ask Yourself:

1. Are they asking to be paid? This isn’t a deal breaker, but could be a red flag. First of all, many influencers are satisfied with trading an experience for their posts. Provide the monetary value of the trip you are offering: overnight accommodations, activities and experiences, food, and travel expenses. If they’re interested in negotiating payment, discuss the expectations and deliverables (see question 2). Make sure there’s something in it for your destination – such as rights to all of their photos and videos, or getting exclusivity on travel posts for six months. Whenever money is involved, write up a quick agreement to cover both parties.
2. What are their deliverables?  An influencer should have a general idea of what they will produce before, during and after the trip. During early discussions, find out what social media platforms they plan to post on and how often they will post (once a day, at every stop, etc.). Will they write a blog post on the destination, or pick out a few places they visited? Keep in mind, this may differ once they’re in your destination, but it’s important to know they’ve thought it through. Flexibility is important, as what they were thinking may change once they arrive.
3. How did you meet this influencer?  Did they come from a reputable source, such as a media event or through a media organization? Do you know other destinations or brands that have worked with them? For example, I Love NY does a good job of vetting influencers and bloggers that attend their media marketplaces. While you should still do your own research, it’s good to know others have checked them out as well.

Consider their Followers:

1. Quantity of followers. This is the first indication whether you want to spend your time and resources. However, we’ve said it before and we’ll say it again – a large audience is not automatically better than a small audience. There are a couple reasons why it’s actually a great idea to work with an influencer with a smaller audience:
   • Start developing relationships with influencers before they become popular, and they’ll continue to engage with your destination as their following grows.
   • If you have a specific product and they have a niche following, it’s like you’re talking directly to your target audience.
2. Quality of followers. The point of working with an influencer is to get to their following, so make sure they are reaching your target audience. Scroll through their followers to see who they are. If you’re hosting them for a family-friendly FAM or showing off your beautiful waterfalls, you will want their audience to consist of moms or outdoor-lovers, respectively. How many of their followers are brands, destinations or other travel influencers? (Common phrases in their handles may be: travel, traveler, nomad, wander, etc.) Do any seem like follower bots or fake accounts? These can be red flags. Don’t be afraid to ask where their followers come from. As Dalene Heck said, “…we can see they’ve got 20,000 Facebook fans, but 10,000 of them are from a third-world country, and unless that brand wants to market to that third-world country, those numbers are really kind of useless to that brand or destination.”
3. Engagement. It doesn’t matter the size of their audience if no one is engaging with their posts. Look at how many likes, comments, shares, retweets, etc. their posts get. The engagement should be proportional to the number of followers. For example, it’s not a good sign if they have 50,000 followers but their posts receive under 100 likes.

Consider their Posts:

1. Frequency of posts. How often do they post on their platforms? You want to host someone whose blog or social channel has momentum, not one that has been stagnant. Instagram influencers should post every couple of days, if not every day. Bloggers should post an article every couple of weeks (and share them across their platforms!).
2. Content of posts. What do they typically post about and does it align with your destination? If most of their Instagram posts are of beaches and your destination has no water, it’s probably not a good fit. When it comes to blog posts, what do they write about? Are they digging into a destination’s hidden gems such as the best biking trail to catch a sunset? Or do they simply share listicles of things to do or collages of photos with no context?
3. Quality of posts. Make sure their website or blog looks professional and well-maintained. Would you want these posts representing your destination? Spelling errors, incorrect grammar or poor photography are all turn-offs. Click on their social icons to make sure they are linked properly to their accounts. Although Instagram influencers are prevalent, not everyone has an eye for photography. Look for photos that are well-lit, well-balanced, in focus, and tell a story. How do they show off a destination? Do they take beautiful landscapes of state parks, up-close details of a farmer’s market, or is it always in the background of their selfie?

Red Flags to Avoid:

1. Spike in followers. Sadly, it’s common for some influencers to falsify their reach and following. A quick way to check is by searching their handle on Socialblade. A large jump in followers over a short period of time means they probably purchased them. Below, this Instagram influencer gained 20,000 followers in a six-month period. Take it from someone who runs Instagram accounts, it’s pretty hard to grow a large following that quickly.
2. Falsified engagement. You have to look beyond the number of likes or comments on a post to who is liking or commenting. Some Instagram influencers are part of “pods” – a group of Instagrammer friends that are obligated to engage with each other’s posts to make them look more popular. One quick way of telling- do all of the comments essentially say the same thing, with different emojis? Are the same seven people commenting on every photo? Does the person posting not interact with any comments? They’re most likely part of a pod.
3. Clickbait. Clickbait is still roaming rapid around the internet, so you can’t take photos or posts at face value. Pay attention to blogs with titles that over-promise, or captivating Instagram photos with captions that promote an influencer’s contest or referral code.

The post How to Vet a Social Media Influencer appeared first on Travel Alliance Partnership.

So, what are the media saying about our pitches, “unique” experiences, and emerging destinations? Well, first of all…

Lose the Overused Words

Journalists receive on average 50-100 pitches a day, sometimes more depending on their publication and position. And they are tired of seeing the same phrases repeated by PR pros, who think everything they have is “unique,” “authentic,” or “one-of-a-kind.” A survey of the most overused words in any travel pitch revealed that these are so common they lose their meaning – nothing is truly unique anymore. So scratch them from your vocabulary and find new ways to convey your attractions, assets, and partners.

Oh, and skip these too:

• Farm-to-Table
• Award-winning/Acclaimed/Best of/World Class
• Off-the-beaten-path/Hidden Gem
• Something for everybody
• Breathtaking/Incredible/Amazing
• Craft/Bespoke/Artisanal

Tired Topics Won’t Gain Traction

Along with the overused words are the topics that are starting to crop up over and over and over. What used to be new and fun is becoming the norm in the tourism industry.

Does your destination offer Goat Yoga? So does everyone else. Farm-to-Table Restaurants? We’ve seen it. Glamping? So 2017. This year, skip the trendy and dive deeper for the real story behind your destination. Are the goats all rescue goats getting a second chance? Does your farm-to-table restaurant also grow and forage all of its food on site? Is your glamping site located on top of a picturesque mountain? Or next to a scenic waterfall? Or far removed from civilization? Think big and dig deep to make your pitches really stand out.

Take Note of These Travel Trends

Some trends are here for the long haul, and still of interest to journalists and travelers alike. In 2018, the media is still seeing demand for stories on solo travel, multi-generational travel, experiential, eco-friendly, and senior or female-focused trips. Theme your topics around the audience and meet the demand that is ever-growing among these types of travelers. Throw in a road trip or two, and you’ll hit all the high notes with your next pitch.

Frequent Follow Up Walks a Fine Line

Once the pitch is out the door, it’s a waiting game to see if the media is going to bite. And while it might be tempting to follow up a few times – use caution. In an Editor’s Roundtable at the conference, members of the media were clear about pestering PR people – it’s a no. Some said that no response is an answer, if you don’t hear back, they just aren’t interested. Others welcomed one follow up email but noted that no response after a second time meant that PR pros should just move on.

And don’t even think of picking up the phone unless you have a personal relationship with the writer or editor. Cold calls are less desired than ever, and one sure-fire way to land yourself on the blacklist.

The best way to get a response is to do your research – extensively. Know who you are pitching, what they write about, and how they like to frame their stories. A little googling goes a long way, and the information is out there.

Media FAM Faux-Pas to Avoid

Media FAMs allow journalists to dive in and experience a destination firsthand, but without careful planning can lead to a flop instead of a feature story. At the conference, travel writers talked about their needs when visiting a destination and cautioned TPAs and PR people to consider specifics like adding in free time and the pacing of meals and food when planning a trip.

Turn-offs for FAMs include lack of lead time on invitations, requesting letters of assignment, group FAMs with too many writers, and not allowing the writer access to locals and in-depth stories.

In the ever-changing world of traditional media versus influencers, PR pros also need to understand that the two have different needs – influencers require almost constant access to WiFi, time to utilize social channels throughout their visit, and extra time for photos. Take this into consideration when planning and it’s sure to pay off for you both.

Online/Print Publications Producing Prime Content

In today’s media landscape, travel content is coming from everywhere – blogs, social channels, lifestyle magazines, print and online. Some of the publications that we were told to keep an eye on might surprise you – everything from Men’s Journal to Wired to the Smithsonian Magazine. Think outside the box when you begin your travel outreach and go past the tried and true outlets to seek out the right audiences for your destination. A few of the publications producing top-tier travel coverage include:

• Saveur
• GQ
• Surface
• Vogue
• Garden & Gun
• Roads & Kingdoms
• Lonely Planet
• Fodor’s
• Fathom
• Culinary Backstreets
• Forbes
• CNN

Publications like Atlas Obscura, Travel + Leisure, Conde Nast Traveler, National Geographic, Outside Magazine, and Hemispheres also made the list – producing top travel content online, in print, and in video and seeking out new potential customers and readers every day.

Keep your content fresh, concise, and creative, and you’ll see the coverage start pouring in! And check out our blog on How to Host a Travel Writer: A Guide for Destinations for more tips on media vs. influencers and how to make your next FAM a success.

The post The Media, Travel and You: Top PR Trends and Tips of 2018 appeared first on Travel Alliance Partnership.

Before we dive in- if you need a quick refresher on why your destination should be on Instagram, check out my blog on getting started.

As we’ve discussed, more people are using Instagram as a search engine to research destinations they’re interested in visiting and to make their travel plans. They’re also using the platform to discover new places they may be interested in visiting in the future. Instagram undoubtedly has a crucial role in tourism marketing, so the question for destinations becomes, how can you optimize Instagram for tourism? Through research, exploration, and trial and error, I’ve identified six best practices.

Frequent Posting

While the changing nature of Instagram’s (Facebook) algorithm can make it a challenge for businesses to keep their reach up, consistent posting is crucial. The only thing more penalized than posting too much is posting too little. While this can be a tricky line to walk, a good baseline to start with is 2-4 times per week, and working up as needed. Posting every day can be beneficial to accounts with the right number of followers. That number can be hard to determine, but trial and error (and a follower count in the thousands) is the best way to find out if it’s right for you. If you notice your engagement level dropping dramatically, then Instagram is penalizing you for posting too frequently.

However, with the new algorithm, the half-life of a post is actually much longer than it used to be. Posts tend to rotate in visibility, popping up on people’s feeds anywhere from seconds after posting to a week later. You may notice bursts of likes on a week-old photo- a pretty good indication it’s back in the algorithmic circulation.

Post to stories

Instagram stories are a widely successful knockoff of Snapchat. Existing for a mere 24 hours (the epitome of ephemeral content), stories can be as long or short as you want them to be. Stories appear at the top of your followers feed in a fixed position, ensuring there’s no searching for them. It’s a great way to get more eyes on your brand and connect with your followers, especially if they’re not seeing your posts in their feed.

Content posted in stories can be anything from a suggested “day on the town” itinerary that tags local partners to a grand opening of a new attraction or just a behind-the-scenes snippet. Unlike Snapchat, Instagram allows you to pull from any photo or video added to your phone in the last 24 hours without letting your followers know it wasn’t taken live.

An added bonus- it’s an unverified but widely believed inside secret that posting to stories helps your actual posts rank higher in your followers feed.

Engage with local influencers

Influencers don’t need to have millions of followers to be influential! Seek out and identify local influencers who already exist in your area. Connect with them, engage with their content, regram their photos (if they fit), and chances are they’ll return the favor. This can facilitate building a relationship that can help in the virtual and physical world.

Maintain a level of quality

Having an eye for photography is an acquired skill and simply having an Instagram account does not a photographer make. While it can be tempting to post any and all photos your account has been tagged in, maintaining a certain level of quality will help elevate your destination and the overall aesthetics of your account. When people search for you, they want to see the best of the best. Be selective with the posts you feature to give your feed an authentic yet professional vibe.

Always look at the comments

While this may sound counter-intuitive, monitoring the comments is the opposite of feeding the trolls. Keep a close eye on comments, especially in the hours immediately following posting. This helps quickly weed out inflammatory or negative comments, and respond quickly to questions or excitement. Many people use a brand’s latest post as a chance to ask questions- you don’t want to leave them hanging!

Use hashtags

Hashtags are to social media what SEO is to websites. It helps index and give context to your post and makes it easily searchable to people who are looking for what you’re doing. However, it’s not aesthetically pleasing to see a post with 10 hashtags cluttering up your newsfeed. So how can you keep your posts simple and pleasing, while still tapping into the power of hashtags? Put them in the comments. Immediately after posting, comment on your own post with the hashtags you want to use. One caveat- this has to be done soon after posting or it won’t be indexed correctly.

The post Instagram for Tourism: Best Practices appeared first on Travel Alliance Partnership.

Why host a media FAM trip?

You might be asking, why host media for a FAM anyway? It costs money, takes time to plan, and can frustratingly veer off-course. Is it really worth the hassle? Good question.

Pitching and press releases serve a number of functions and are great for peaking a journalist’s interest, but telling someone about a destination and actually showing them are totally different ballgames. Journalists who embark on a successful media FAM tend to write longer stories, better researched pieces, and produce a larger quantity of stories – sometimes months after a visit. That’s because we are giving them a chance to live our product, not just tell them what is great about it. And as a result, they are passing that experience on to their readers, time and time again.

How can you execute a successful FAM trip? The process is shifting as the media landscape evolves. Here are 3 trends you can tap into for your next FAM:

1. Experiences are #1

Journalists used to embark on a guided tour, visit as many locations as we could fit into their trip, then go home and sort through to find the most relevant spots for their story. No more. Writers no longer wish to cram their schedule with quick stops– instead they crave experiences. They don’t want to see where people can paddleboard – they want to get out on the water and paddleboard themselves.

This influences the stories they write in a big way:

• They get to see things firsthand, and write about the feeling of being on the water, of stepping into the park, or of tasting that first, delicious bite. These make for more compelling stories, and bring the reader into the narrative in a way that makes them want to book a visit as well.
• They get ideas for angles they might not have discovered before. Was the chef trained in Italy before landing in NY? Is the sauce made from locally sourced ingredients? By setting a slower pace the writer can dive deeper into a location, and focus in on the points that make a location unique.
• They get to meet the owners behind these businesses, which can sometimes fuel a story of its own.

2. Self-Guided Trips are Preferred

While the guided visit hasn’t completely gone away, there’s been a shift in more media requesting self-guided visits. This gives them a chance to experience the area like a real traveler would.

Instead of pushing for a guided tour, request to meet them for a meal instead. This gives you an extended period of time to talk and share what makes the attractions on their itinerary unique – and gives them a chance to ask questions about the places they’ll be visiting.

Group press trips are becoming less popular for the same reason. The freedom to explore and seek out new and interesting stories is not available when a group is being shown the same attractions and meeting the same people.

3. Digital & Social Integration are Key

The social reach during a FAM trip can be as important as the coverage after. Journalists are media entities of their own, in addition to representing a specific publication. Provide them with social handles for the places they are visiting, and the channels for the brand you are representing. Before the trip, make sure you:

• Specify digital components for every stop on the trip. Twitter and Instagram are especially easy channels to make a quick update or post a great photo. By supplying the handles ahead of time you’re allowing the writer to tweet and tag on the go.
• Offer downtime on the trip. It’s always good to ask the journalist if they need time to rest or catch up on work. Some writers prefer to be constantly on the go and will take time after the trip to debrief. Others – like digital editors and contributors – often request an hour each day to catch up on emails or update their content as they go.
• Make sure your itinerary is extremely detailed. After the trip, the itinerary becomes a writer’s best point of reference. Make sure you include any information they might need to write a successful story. In addition to the name of the location, address, and phone number, be sure to list all digital components – social channels and websites – and a brief description of the business. Don’t make the writer work to remember the stops they visited. The itinerary should tell the story of your destination, even before they do.

Follow these steps and you’ll be on your way to planning a great media FAM trip.

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You didn’t really go on vacation if you didn’t post a picture of it on Instagram, right?

Your social media posts about your latest trip are doing more than inducing FOMO in all of your friends – they’re starting to inspire and influence the travel decisions of others. And since we all know that consumers trust recommendations from people over branded content, it makes sense that destinations are turning to travel influencers to help promote their assets.

Working with influencers may seem like uncharted territory, so I’ve provided some tips to help you get started.

First things first, what is a travel influencer? 

An individual who creates appealing content (blogs, videos, photos, etc.) that shows off destinations, dining and experiences, and shares it on various social media platforms in an authentic way.

Depending on the person, they may also identify themselves as a blogger, consultant, content creator, producer or travel personality, among others.

What to consider when working with travel influencers?

Tone. Skim their social media accounts to see how they speak in both sponsored and non-sponsored posts. Pay attention to how they describe other destinations and ask yourself these 3 questions:

1. Are they relatively positive?
2. Does their overall style and tone mesh with your brand?
3. Would you want this person showing off your destination? They would be representing you, so make sure they would do it well.

Quality over quantity. Don’t get stuck on the number of followers they have. Instead, look to see how many people are engaging with their posts, and if the influencer is responding to questions and comments. Look at who their audience is, and see if it matches your target audience. Smaller influencers with high engagement levels that fit your niche will be more beneficial to you than an influencer with a broad following, but little engagement.

Compensation. Are they looking for financial assistance? This may range from covering meals, accommodations or travel, to paying for a certain number of posts. Find out what they will deliver and if you will get the rights to the content, then consider if their ask seems reasonable. Remember, they’re providing a service and value for your destination. Think about the price tag you usually put on content creation.

Tips to working with travel influencers

Set expectations. This is important for both sides of the equation. Before partnering with influencers, find out what they are expecting from you and your destination before, during and after their visit. Make sure they are interested in the assets and activities your destination has to offer before committing to a trip.

Help them help you. Find out what they need from you. Do they want you to plan an itinerary with scheduled stops? Or do they want a list of suggested stops that they’ll visit in their own time and order? Provide additional information to help them craft their posts with interesting (and accurate!) facts.

Open understanding. Although social media may just be a hobby for you, it is part of a travel influencer’s job. Understand and respect how much time goes into crafting quality content. That may mean that they’ll need downtime during their visit to develop posts, so ask them about their work schedule before developing an itinerary.

Develop a story. Choose stops that fit the overall feel of their social pages. Posts won’t seem genuine if they don’t fit. Find an angle and tailor their trip. Whenever possible, provide VIP experiences that provide an insiders feel or give them access to the best views.

Amplify the message. If an influencer is creating great content, make sure to share it! By promoting or engaging with their post, you’re furthering the message and reach. And you’re providing an easy way for their followers to find (and follow!) your destination’s account.

But don’t stop the support once they leave. A travel influencer is more likely to become a long-term advocate if you continue to engage with them even after their visit.

The post A DMO’s Guide to Understanding Travel Influencers appeared first on Travel Alliance Partnership.