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.

1. Be the Storyteller

We need to make our brands come alive by telling the story. When someone searches a destination, they see many links and results. They don’t see the stories or explanations as to what makes your destination so thrilling. That’s for you to tackle.

As Josiah Brown, the New York Sherpa, explained in his presentation on branding that we need to be inspirational marketers. None of us own our brand. Our brand is the emotional response others have to our product, and lives within the minds of the consumers. Because of this, we need to make sure we’re telling the right story. Most brands say what they do, some explain how, but very few explain why. The consumer experience is the most important piece. They want to know why they should choose your destination over any of the others. Which is why we must not only tell, but show them.

Representatives from The Wild Center and Trampoline Design highlighted millennials’ travel behaviors in a panel presentation. Millennials (anyone born between 1981 and 1996) use their phones for almost everything. Think online banking where they can snap a picture and deposit a check right into their account. They also research travel destinations online, especially through social media, oftentimes asking friends for suggestions on food and activities before looking at a CVB’s website. In fact, 86% of millennials know where they are going to eat before picking what hotel they will stay at. Creating experiences within your content to highlight what people can expect and look forward to is key.

In a wholly different mode of storytelling, Tait Wardlaw and John Bourbonais from Adworkshop dove into how Virtual Reality (VR) is disrupting the tourism industry. Consumers want to get a real look and feel for a destination before ever deciding to travel there. In fact, 360-degree video ads earn 41% more desired actions than 2D traditional video ads. Eventually, they said, VR will be just as important as a website because consumers will want a chance to “try before they buy.” While we are still waiting for the VR and AR (augmented reality) tech trends to really take hold in the tourism space, the advent of Web3 means that the future of tourism marketing is on the horizon.

2. Be the Choreographer

It’s great to have one attraction that draws people in, but if you want them to stay and be engaged, you need to create overall experiences, not just one event. The example that Geist gave was of an owner of a candle-making studio who wasn’t getting much traffic. Eventually he partnered with a wine tasting shop down the street. Together they offered a unique and complete experience of making a candle while enjoying a wine tasting – and business boomed! In this example, creating an experience was fulfilled through collaboration.

Based on the research findings of Schireson Associates, The Wild Center and Trampoline Design understood how far millennials are willing to drive for experiences. Millennials are looking to travel 1-2 hours for a day trip, or 2-3 hours for one night with 2-3 days’ worth of opportunities. Although visitors won’t get to all activities, they want a variety of options to choose from.

A great way to present the variety of experiences is through sample itineraries. Although people are not likely to follow an itinerary from start-to-finish, they enjoy having enough information to choose from. It allows them to curate their own trip.

3. Be the Glue

Engage the attractions and visitors. Make sure you’re chatting “with” the consumers, not “at” them. You can do this by regularly checking social media (through hashtags, geo-tags, etc.) to see what people are saying about your destination. Then join the conversation. If you see a great photo that a visitor took of your destination, reach out and ask if you can use it on your own social media channels. That will both provide you with great content and get them excited that you saw and liked their photo!

Be the reason that people come to visit for one day, then come back for a weekend, and then stay for a whole week.

At the 2016 NYSTIA membership meeting and awards dinner, Elizabeth Anne Shaw, Editor in Chief of Meredith Travel Marketing’s FamilyFun, explained that we have to create experiences that last longer than just the few days a person is at our destination.

• Pre-trip: Most people start getting excited for an upcoming trip a few months in advance and begin discussing it with family, friends, and coworkers.
• During the trip: Most travelers share posts and pictures on social media. (If you didn’t post a picture of yourself on vacation, did you really even go?)
• Post-trip: Once someone returns from vacation, they continue to share their pictures and stories with family, friends, and coworkers.

Josiah Brown wrapped up his presentation by saying that people’s strongest, best childhood memories are from their family vacations. By creating experiences, you’re not only giving visitors something to look forward to; you’re giving them memories to last a lifetime.

So think beyond marketing, advertising and collaborating. Think of how much you’re investing into people’s strongest, best memories.

The post Creating Experiences to Create Memories appeared first on Travel Alliance Partnership.

So, near or far, we thought it would only be fitting to round out the year by counting down our top tourism campaigns of 2019 – those organizations that are breaking barriers and capturing our attention with their creative approach.

Click here to see the Top Travel Campaigns of 2020.

5. OUIGO:  20 Years

OUIGO is a French train system that offers low-cost fares to other areas of the country, with about 40% of its passengers representing a younger audience. To help promote new routes opening up in 2019 and continue to cater to their millennial and Gen. Z base, they released a humorous and all too realistic ode to those navigating their 20s.

Set to a slower tune trilling about life in your 20s, the video follows several young students as they go about their daily lives navigating cooking, cleaning, and daily chores as only one does at that age. You see their hilarious mishaps and make-dos as they try to strain spaghetti through a tennis racket, melt cheese on a clothes iron, take sharpie to their skin in an effort to hide the holes in their stockings or turn off the bedroom light via nerf gun. The message resonates with the young and brings a touch of nostalgia to those just out of that stage in life – it makes you feel like OUIGO knows the struggles of that age and the finances. The video ends with a simple call-to-action – make the most of your 20s, adventure, explore, do things your own way, and consider OUIGO the answer – affordable for the average young-pro, student, or those just starting out.

4. Air Canada: Travel Like a Canadian

Outside of this ad featuring the amazing Sandra Oh (fact, not opinion) I love this quirky spot from Air Canada that embraces every stereotype the country – and its people – are known for. In a one-and-a-half-minute video, visitors can follow Sandra through the airport and onto an Air Canada flight as she gives you tips and tricks to “travel like a Canadian.” This includes saying sorry to everyone, pulling poutine out of her purse to settle some rowdy children, and accepting the cultures of all people – complete with skater secret handshake.

But outside of the conventional, Air Canada does a nice job of sharing some of the country’s unique values while also subtly noting that the airline flies more than just domestic – it’s part of a growing network of airports and flights across multiple continents. The spot hits all of the right notes, with a nice balance of humor, brand storytelling and messaging woven throughout. 

3. Discover Ireland: Fill Your Heart with Ireland

This campaign technically launched in December of 2018 but has continued to gain traction and see success throughout the 2019 year. Ireland is a place of adventure and Discover Ireland wanted to show visitors how the experiences found there would connect with travelers on a deeper level. So they connected a heart rate monitor to a married couple and set them free to explore, capturing the moments that were exciting, heartfelt, and unique.

The campaign carries from a video over to the www.ireland.com website, encouraging visitors to explore all seasons of Ireland, learn more about the country and book their trip. Their message of “heart-warming moments” carries over to the site as well – drawing on a natural inclination for people to seek experiences that play on their emotions and create lasting memories.

2. Mount Pearl: The Mount Pearl Anthem

This is a great example of a smaller destination really playing up its assets, unique selling points – and great sense of humor. In a three-minute “anthem” to Mount Pearl (found on the Avalon Peninsula in Newfoundland, Canada) this music video turned tourism ad touts the area’s local museum, free parking, dog-friendly attractions, friendly locals, library, breweries, trails and so much more.

It’s jam-packed with fun facts about the city and turns intrigue towards minor attractions by weaving in quirky moments and unexpected twists. The tourism message isn’t buried here – its sung loud and proud by the residents who call Mount Pearl home. This is a great example of how every destination has something to share with visitors – big or small.

1. Faroe Islands: Closed for Maintenance

Overtourism has been a growing concern in the travel sphere for quite a while now. In 2019, the Faroe Islands decided to enlist the help of travelers to drive awareness of the issue and request their help in making it right.

In a simple video appeal, the Faroe Islands announces that during one weekend in April, it would be closing all tourism attractions, museums, trails and parks “for maintenance.” It calls on visitors to volunteer their time and help the island preserve its natural assets in exchange for free meals and board during their stay.

The video strikes a careful balance – not turning visitors away, but instead calling for them to be a part of the solution and welcoming them to partake in a more authentic and local experience. And by selecting just one weekend to focus their efforts on preservation, ensure the economy won’t suffer too much of an impact from the reduced visitation.

Click here to listen to Episode 127 where Destination on the Left is joined by Lisa Doerner, Executive Director for Travel Alliance Partners. Lisa shares the creativity and collaboration behind a live event her team produced and how it will ignite travel in 2021 and beyond.

Looking for even more inspiration in the tourism industry? Check out our previous round-ups of 2018’s Best Tourism Campaigns: Our Five Favorites and 5 Destination Marketing Campaigns That Blew Us Away in 2017.

The post The 5 Top Tourism Campaigns of 2019 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.