2015 Visit Estes Park Tourism Summit General Session May 13, … · 2015-10-13 · CTO Structure ....
Transcript of 2015 Visit Estes Park Tourism Summit General Session May 13, … · 2015-10-13 · CTO Structure ....
2015 Visit Estes Park Tourism Summit General Session May 13, 2015
Board of Directors
• Bill Almond, Chair
• Jon Nicholas, Vice Chair
• Scott Webermeier, Treasurer
• Karen Ericson
• Adam Shake
• Lindsay Lamson
Visit Estes Park Board
Carly Holbrook & Kirstin Graber
Colorado Tourism Office
Colorado Tourism
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Increase Visitor Spending Generate Higher Tax Revenues Maximize Marketing ROI
Goals:
CTO Structure
Board of Directors
Advertising, Marketing &
Public Relations
International Promotions Travel Resources Heritage &
Agritourism
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Domestic Advertising
• Combination of:
– TV, print, out-of-home, digital
• National coverage:
– TV, print, digital
• Spot Markets:
– Out-of-home, spot TV
• Summer 2015 spot markets:
– Chicago, Milwaukee, Indianapolis, St. Louis, Dallas, Houston
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Public Relations
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PR and Social Media HotSheet
• The CTO PR and social media teams distribute a monthly HotSheet that includes info on: – Upcoming press release and social media content opportunities. – Journalist leads and information on new and noteworthy media outlets. – Recent PR coverage and social media highlights. – Social media tips.
Contact [email protected] to be added
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Social Media
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• Photos • Real-time news • Giveaways • Instagram Takeover • Facebook Co-op
News/Photos/Questions Contact: Dave Fluegge [email protected] Kirstin Graber [email protected]
Travel Resources
Colorado.com • Over 7 million site visits in 2014 • Free listings for tourism-related businesses and events.
Industry.colorado.com
Official State Vacation Guide • Circ: 650,000
Alive Magazine • Inspires trip planning • Circ: 100,000
E Newsletters
10 State Welcome Centers
Visitors • Stay 2.4 Days longer • Spend $374 more in-state • 1 in 3 obtained information for a future trip • Track Visitor Data/Trends
for marketing efforts Contact [email protected]
CTO’s Key International Markets - by Country
Get Involved
CTO Play by Play eNewsletter
• Get monthly updates on CTO happenings
• Email [email protected] to be added
Visit Industry.colorado.com
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Thank You!
Kirstin Graber Colorado Tourism Office
Carly Holbrook Colorado Tourism Office
Consumer Trends in Travel Scott Coe Cultivator Advertising & Design
RELEVANT MACRO TRENDS with TODAY’S CONSUMER
Consumer Trends
A return of American values and nostalgia for the past: Seeking quality togetherness. A desire for the well-made: Investing in things that matter. The shrinking surplus of time: Maximizing the moment. The digital paradox: Addiction vs. Disconnection. Brand alignment: Consumers today want to do business with brands that share their values and beliefs. The coveted Millennial now has a decent paycheck. The democratization of choice brought on by online travel technology has created a more entrepreneurial attitude about travel decision making.
TRAVEL CATEGORY TRENDS
Multi-generation travel is at an all-time high. --AARP
Eight out of 10 respondents in a recent survey said vacations make them happier than marriages, religion, birthdays, and even cats. -- Expedia
LifeListing: Boomers are passing down the desire for once-in-a-lifetime moments to the next generation. -- Peter Greenberg Insider’s Travel
2016: Travel expenditures will crest one trillion for the first time. US travelers make up 87% of that spending. -- USTA
Planned spending: In 2015, only 42% of money is budgeted and allocated in advance, with the remaining 58% decided upon and spent “in-trip.” -- USTA
Travel Industry Trends
TRAVEL CATEGORY TRENDS
Guarantees and digital tools like Price Alerts are giving travelers the confidence to once again plan ahead. -- GetaRoom.com
Consumers today are on a quest for experiences over things, and they actively seek acknowledgement of a choice well made. -- Happy Money
Smaller destinations are realizing the same allure as boutique products. People are seeking the local and unique across category. -- Skift: Rise of the Boutique
Localization: Seeing a destination through the eyes of the locals. -- The Travel Channel Top Trends
Travel Industry Trends
TRAVEL CATEGORY TRENDS
Socialized technology has largely replaced the traditional role of the concierge and empowered the customer with more authentic, relevant advice in real time. Experiences over amenities. -- CNN Travel
Content is king: But the visual reigns. Instagram is overtaking bloggers as the social media travel influencer of choice. -- Skift
Curated Content: Guidance and advice over lists. Inspiration instead of facts. -- TripAdvisor
Social networking, video and photo sites are the leading online source of travel inspiration, beating Search Engines by 22%. -- Google
Peer -to-peer networks are reinforcing the self-guided search for the authentic: AirBnB, HomeAway, CouchSurfer, EatWith, BookaLocal, etc. -- The Boutique Traveler.
Family and Friends equal the Internet as the primary sources of inspiration for travel. -- Google
Travel Industry Trends
Consumer Trends
COMMUNICATIONS LIFECYCLE
Thank You!
Scott Coe Partner
Cultivator Advertising & Design
Media Trends Greg Williams, Backbone Media May 13, 2015
BREAKTHROUGH
INTEGRATED APPROACH
DESTINATION
PAID
DIGITAL VIDEO
CONTENT
EARNED
PR
INFLUENCERS
OWNED
WEBSITE
SOCIAL
MEDIA MIX
Source: Google Travel Study, June 2014, Ipsos MediaCT
Digital Media Mix
Banner Ads/Direct-to-Pub
Programmatic/Audience Buying
Content/Video
Remarketing Paid Search
SEO
Email Campaign
DIGITAL MEDIA MIX
PROGRAMMATIC BUYING
CONTENT MARKETING
CONTENT MARKETING
CONTENT MARKETING
SOCIAL MEDIA
2015 Travel Trends & PR Best Practices Deborah Park & Ashley Taufen May 13, 2015
Presentation Overview
• Turner PR Year-in-Review • 2015 Travel Trends
• Key Learnings • Experiential Travel • The New, Older Solo Travel • Family & Multi-Generational • The Year of the Millennial • National Parks • Wellness
Presentation Overview
2015 Travel Trends: Key Learnings • Low fuel costs and renewed confidence in the economy mean that
people will travel more; and the cheaper fuel will facilitate more – and longer – road trips
• Experiential travel continues to drive travelers’ choices
• Technology is creating a qualitative shift in travel decisions
2015 Travel Trends
“As technology evolves and networks grow in widening circles, there’s also a qualitative shift happening where it’s no longer just about trekking to Buddhist monasteries in Bhutan or sipping Malbec in Mendoza. It’s about how we experience those places viscerally, and how they change us when a monk or winemaker provides a new way to understand our world.” - “The Rise of Experiential Travel,” Skift & Peak Destination Management Company
2015 Travel Trends: Experiential Travel • DIY Vacations: TripAdvisor reports that 20% more people are
researching destinations in advance and asking locals for advice
• Sharing Economy: Peer-to-peer rentals and experiences are increasing in popularity rapidly, a nod to the desire to experience a destination like a local
• “Braggies,” a selfie for the traveler
2015 Travel Trends
“My editors are looking for properties and destinations that have a connection to where they are. Using local products, feeling like part of a neighborhood or destination and not just a tourist…” -Kristin Conard, Freelance for Conde Nast Traveler, BBC Travel, Travel + Leisure, etc.
2015 Travel Trends: The New, Older Solo Traveler
2015 Travel Trends
• 37% of Boomers have vacationed or explored solo travel
• 81% of those people plan on taking another solo trip in the next year
• More than two-thirds (68%) of solo Boomers stay domestic
“We’ve been talking more about solo travel trips (every time we post something about solo travel, it does really well!)” -Kaeli Conforti, Budget Travel
2015 Travel Trends: Family & Multi-Generational
2015 Travel Trends
The multi-generational travel trend isn’t going anywhere; and the experiential focus applies to them, too. • Total Immersion – Families are looking for more than a visit to a landmark
and a basic hotel stay
• Bespoke Trips – Curated trip itineraries that cater to a family’s specific interests are more accessible thanks to independent tour companies.
• Travel Pioneers – Families want to feel like they were the first to visit the destination in the exact way they did
• Spiritual Vacations – Families are seeking educational and enriching activities that focus on cultural traditions
• Aspirational Trips – Baby Boomers are taking their dream vacations, and they are taking the kids…and the grandkids.
Ensure messages are easy to follow, timely and relevant; and be innovative in the creation of appealing experiences with memorable moments that will be quickly shared.
2015 Travel Trends: The Year of the Millennial
2015 Travel Trends
2015 Travel Trends: National Parks
2015 Travel Trends
2015 Travel Trends: Wellness
2015 Travel Trends
“We are seeing lots of our readers doing destination races. They’re traveling to fun cities and destinations with friends to run a race, and then sightseeing and having a great time while they’re there. It’s a great way for them to mix travel, fitness and fun.” - Pam O’Brien, former Executive Editor of Fitness
“Fitness travel – where weight loss, clean eating, wellness and strength are all rolled into one. Reboot vacations.” - Amiee White Beazley, Freelance Writer for Washington Post, DuJour, Departures, etc.
“Wellness is huge now, and I’m seeing more wellness retreats – yoga, etc. It was only a few years ago that these were ‘reserved’ or perceived to be for the naturalists, or tree-hugging crowd; but it’s certainly growing in popularity.” - Damon Banks, Freelance Writer for Modern Luxury, Bespoke Magazine, etc.
Resources
2015 Travel Trends
• The New Destination Visitor: Travel Motivations in the Post-Recession Era
• The Rise of Experiential Travel, Peak + Skift
• AARP Travel Research: 2015 Boomer Travel Plans
• Top 10 Family Travel Trends, PeterGreenberg.com
• Meet the Millennials, PGAV Destinations
• National Parks’ Centennial Campaign Expected to Boost Outdoor Recreation, Skift.com
• www.FindYourPark.com