How travel bloggers are shaping the future of destination marketing

Best Blogger CasesHow travel bloggers are shaping the future of destination

marketingHow travel bloggers are shaping the future of destination

marketing

@BudgetTraveller @portugaltc #PTTC15

Kash Bhattacharya

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Blogging at BudgetTraveller.org for 5 years Featured in the Guardian, NY Times, CNN, Lonely Planet & Vanity Fair.1.36 million people have come to my site for travel inspiration. I wrote a guide to Luxury Hostels which you can download for FREE from my blog.

iAmbassador : network of the world’s leading travel bloggers.Award winning digital travel marketeer, creator of #Blogville, #Blogmanay & #MustLoveFestivals

I am also the blogger outreach expert for the destination marketing agency, Toposophy

BudgetTraveller


http://BudgetTraveller.org/

3@BudgetTraveller @portugaltc #PTTC15

WYSTC Millennial Traveller report ( wystec.org)

66% of millennials use travel blogs when planning their trips.

http://wystec.org/


Who are the influencers in travel?

8@BudgetTraveller @PortugalTC #PTTC15

New generation of travellersNew media needs…

New rules of engagement.

Challenge conventional wisdom. Experiment


#Blogville Emilia Romagna

120 bloggers invited. 500 blogposts7000 photos/videos sharedOver 1m visitors to the different posts.Publication of 2 BlogVille eBooksTwitter: over 180m impressions and 20m people reached with #BlogVille hashtagLong tail effect- Still blog posts, tweets, photos and videos being published

Travel is an emotional sellGive bloggers the trust to build an emotional

relationship with your brand

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@BudgetTraveller @PortugalTC #PTTC15


Work with the right & professional bloggers

Network of the world’s leading travel bloggers. Over 70 bloggers from all the key markets plus we work with Global Bloggers Network.

Download the white paper on blogger-brand relationships http://thesocialtravelsummit.com/think-tank/

http://thesocialtravelsummit.com/think-tank/

Video Notte delle Luci, Puglia. Steve Kennedy Bridges and

Balloons


https://vimeo.com/112805545

https://vimeo.com/112805545

Must Love Festivals Digital storytelling project about cool, quirky

festivalsDigital storytelling project about cool, quirky

festivals

Digital storytelling project (www.mustlovefestivals.com) with 16 top travel bloggers covering 40 of Europe’s coolest and quirkiest festivals. Developed in partnership with Expedia.

Working with 9 tourism boards (Austria, Germany, Hague, Rotterdam, Finland, Slovenia, Ireland, Puglia, Malta) + Meininger Hotels & Generator Hostels

126 blog posts published which have received 1/2 million views so far.

April 2015: Must Love Festivals 2014 e-book to be sent out to Expedia’s database.

Project going global this year with new partners that include Canada, Latvia and Poland.


http://www.mustlovefestivals.com/

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WHERE WAS THIS PICTURE TAKEN? BONUS POINTS IF YOU CAN NAME THE

EVENT

Invite audience for questions.



#BLOGMANAY


SHETLAND PONIES IN CARDIGANS

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1. Increase online awareness of #Blogmanay2. Target was to reach 1 million accounts3. Create targeted digital content for use for all partners100 high quality photographs. 2 videos. 500 Instagram photos

4. Increase digital footprint of Edinburgh’s Hogmanay14 deep links to Edinburgh’s Hogmanay website and to Visit Scotland

@BudgetTraveller @Portugaltc #PTTC15

#BlogmanayHave some set goals: Don’t go into deliverable

overload

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Results1. #Blogmanay generated 80 million impressions/opportunities to see

reaching estimated 4 million people.

2.9,000 tweets, 70 blog posts ( + links)

3. Facebook followers increased 61% to 11226.

4. Twitter followers increased 101% to 5008 followers.

5. On Instagram, the campaign produced 1248 photographs (over-

exceeding target by 120%) producing 29,757 likes and comments

and garnering 1.15 million impressions.

6. Database increased 50% from 80000 to 120000.


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Japan Revealed First time JNTO has worked with bloggers for a campaign for

their European markets


https://www.youtube.com/watch?v=cPue8vnZ9kg

https://www.youtube.com/watch?v=cPue8vnZ9kg

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Japan Revealed Aim: To increase the number of foreign visitors to Japan to 20 million by 2020.

Three videos were created by Lonely Planet to introduce Japan in the eyes of the consumers in Europe.http://www.welcome-japan.jp/

Videos are being aired on BBC World News, Euronews and National Geographic.

Aim was that by watching the bloggers’ videos this target market would get a feel for what they too could experience of Japan’s rich culture.

Short term target: Feb. 1 – Feb 26 Numbers of visitors on the campaign website are 121,694. Numbers of people apply for campaign is 9,790

The videos have reached roughly 50k people so far on Lonely Planet's Facebook and YouTube channels, with over 7000 views collectively on YouTube and 15,000 for the trailer on Facebook.

Long term target: Number of arrivals from each market.


http://www.welcome-japan.jp/

Let’s talk!Let’s talk!Let’s talk!

E-mail [email protected] @budgettravellerInstagram instagram.com/BudgetTraveller

@BudgetTraveller @Portugaltc #PTTC15

mailto:[email protected]

How travel bloggers are shaping the future of destination marketing

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