DMOs |Hotels | Attractions = $1895 (until June 1) or $1995 afterwards
Non-DMOs | Non-Hotels | Non-Attractions = $2495 (until June 1) or $2595 afterwards
Five stories a week curated exclusively for the eTourism Community.
Placing Planners in the Moment: St.Pete/Clearwater’s video allows meeting planners to view the top 12 meeting sites in town in VR while actual meetings are in progress.
Where Does San Francisco Travel Source Their “How To” Videos? It starts with the most frequently asked questions at their visitor center.
Make a Spectacle of Yourself: Montgomery County, PA is first to build an entire campaign around videos generated from Snapchat Spectacles.
Three Way Search Smackdown: Poconos, PA pits Google vs. Bing vs. Facebook to see who has the best ROI.
Are You Smart Enough to Dumb Down Your Data? Simplifying complex data from spreadsheets to infographics is one way to educate clueless funders. (i.e. city council, boards, legislators, etc.)
Influence Marketing in Mexico Pays Off for Houston: Houston discovers that influencer marketing in Mexico pays off in “grande engagement retorno de la inversión” (ROI).
Hey, Let’s Start Our Own Apple TV Network: Fort Lauderdale launches 24/7 programming on their own Apple TV channel.
What To Do When You’ve Accumulated Over 2 Million Minutes of Video: If you’re Seattle, you open your own YouTube channel.
Amelia Island’s New Co-Op Model: Partnering with a cooking school delivers great PR and ROI while leaving everyone with a good taste in their mouths.
Robotic Fish is Oregon’s Newest Video Star: Travel Oregon introduces 360º video using a talking fish as a tour guide.
Meeting Planner TV: Live video series starring Travel Portland’s sales staff is sent to meeting planners.
How One State Opened Their Own Rural Product Development Studio: They came, they saw, they identified tourism product and then helped rural destinations promote it through digital marketing.
Should DMOs Offer Digital Marketing Services For Their Stakeholders? When Fort Worth CVB started to offer digital marketing services for events, no one knew where it might lead.
Scientific Proof: Planning a Vacation is More Satisfying Than the Vacation Itself: The anticipation stage, as it turns out, is a receptive environment for marketing messages.
Introducing Neuroscience in Marketing: Will strapping someone to an EKG and eye tracking machine create more effective websites and ad campaigns?
What’s It Like Engaging in Marketing Deals With Unconventional Partners?
Uber: Leroy Bridges, St. Pete Clearwater; Buzzfeed: Williamsburg Chamber of Commerce; Thrillist: Bill Karz, LACVB; The Onion: Travel Oregon; Chefsfeed: Destination DC
Are We Ready for AI and in What Form? The question is: Do you have the reams of data it takes to support artificial intelligence.
The Wonders of WeChat. It does everything. In China, it’s the only payment app used by panhandlers to accept donations.
Will We Need Websites in 2022? A panel of three web design experts discuss the future of web design as well as the future of websites themselves.
Snapchat vs. Instagram Stories vs. Facebook Live vs. Periscope: Which is more effective for you?
Tourism Marketer’s Dilemma: What are the assets and toolkits I need to build now to sustain me for the next 18 months?
10 Ways to Build an Audience on Instagram
What’s Coming Next for Social Media?
Looking for a New (and Affordable) Source for Video Creators? Try Local Film Schools: Working with local university film departments has worked well for several tourism marketers as they provide a storytelling ethos with professional production and editing technique.
Media Buying Workshop:
In-House vs Outsource: Video Production; Social Media Marketing, Email Marketing
Best Out-of-Market Activations:
America’s Funniest Destination Videos: A compilation of DMO videos that used humor to get the point across.
Influencers Unmasked: Evaluating influencers asking for freebies and how to track their results.
Where Should This Live?
* VIP Day (open to CMOs and CEOs) limited to 30 people
Test yourself on these 20 acronyms for some the topics we’ll be covering at the 18th Annual eTourism Summit on October 18-19, 2017 in San Francisco. How many can you correctly identify? Take the eTourism Alphabet Soup Quiz:
Avoid FOMO! For the past five years, eTourism Summit has sold out on an average of seven weeks in advance of the event. Save with early bird rates when you register now here.
Check your quiz answers here:
1.Virtual Reality 2. Augmented Reality 3. Mixed Reality 4. Artificial Intelligence 5. Search Engine Optimization 6. Run of Site 7. Search Engine Marketing 8. User Experience 9. Social Media Marketing 10. Cost Per Thousand 11. Email Marketing 12. Return on Investment 13. Cost Per Click 14. Influencer Marketing 15. Cost Per Engagement 16. Key Performance Indicators 17. Cost Per Click 18. Return on Ad Spend 19. User Generated Content 20. Cost Per Action
In 2014, at the eTourism Summit session on Bright, Shiny New Objects, EatWith.com was introduced by Co-founder Guy Michlin. As an altogether new concept, hyper-local dining at a stranger’s home in one of 200 cities seemed rather remarkable. Last November, EatWith raised another funding round in an undisclosed amount from TripAdvisor for further global expansion.
Headquartered in London, another social dining platform called VizEat is about to launch their app in China. This move comes in response to research indicating that 80 percent of Chinese surveyed are motivated by dining with a host on their travels abroad.
Highlighting cooperation with DMOs, VizEat Co-founder/COO Camille Rumani said this week, “For destinations, it’s a way to promote the city and country as a food destination and also to show different aspects of tourism and innovation. We have a feeling that if you travel to Paris, it’s difficult to meet Parisians.” [Our experiences] are a completely different asset they can showcase.”
Recognizing the trend, in November Airbnb launched Trips (The Travel Vertical, 11/30/2016) as an expanded product enhancing home stays. The social dining trend in tourism has recently been covered in The New York Times. Read more about “How to Feel at Home on the Road” here.
Credit: EatWith / Facebook page
The Travel Vertical talked to Will Seccombe, former CEO of Visit Florida, about how a lack of trust in traditional institutions impacts the destination marketing model in the USA and what can be done going forward.
Under Seccombe’s leadership in four years as CMO and a further four-plus years as CEO, Florida tourism saw “astronomical growth,” exploding from 80 million to 113 million out-of-state visitors over the period 2010 to 2016. A huge increase in spending per visitor most recently resulted in $30 billion, which translates into one industry job generated by every 85 visitors to Florida.
Nonetheless, Seccombe feels that replicating these past few years’ Visit Florida marketing formula wouldn’t necessarily lead to more growth from 2017 onward, due to a totally different environment.
TTV: What make up the key elements of the current destination marketing organization?
WS: I’m a firm believer in destination marketing at local, national, international levels, which is critical to maintaining and growing market share. There are a couple of key elements:
Yet, even with one of the best products in the world — like Florida — it’s absolutely necessary to re-invest again and again to guarantee a robust culture of hospitality.
TTV: Considering the current pace of innovation, is this model sustainable?
WS: Today’s cultural shifts layered with that rapid pace of innovation and an environment of distrust puts all marketers, including DMOs, in a different spot.
Who do people trust? They trust friends, relatives, some celebrities, even strangers and crowd-sourced reviews and ratings more than they trust brands, corporate, advertising, and government.
TTV: How does this affect DMOs and should they align with trusted brands?
WS: It’s important to identify the businesses that people can align with. How do you achieve this and how do you partner with them? How much access to data should we place in the hands of these partners, whether they be Facebook, Google, an influencer, ambassador, or another?
Thinking about the future of destinations, tourism promotion, and marketing generally raises some broad strategic questions:
TTV: Where would you suggest DMOs focus next?
WS: The big data play is going to be huge. We know that tourism marketing works, and now the technology is available to prove it. Attribution is a massive piece of justifying the here and now in answering ROI questions like “How do we know what you’re doing works?”
DMOs have to be relevant in a digital age…and continue to innovate. Google Travel and Facebook City Guides are doing what DMOs have traditionally done and they’re doing it at scale.
I am reminded of a comment I saw today from the CEO of Accenture that underscores this point.
While convention sales and services have always had the more easily articulated ROI, the more general destination marketing services find it much more difficult to demonstrate real value added and ROI.
Engaging the community in promoting the destination where they live is essential. Residents are authentic, trusted, and deliver the added benefit of increasing local awareness of the importance of tourism to the community both economically in also in respect to quality of life. .
In fact, the travel planning process now looks more like a maze than a funnel, with consumers researching and shopping multiple destinations before they press “buy.”
TTV: If you were to create a state DMO or a city CVB from scratch, what would it look like?
WS: I’m certain that if I were to start a DMO or an ad agency today, I wouldn’t build it on the model we see today considering that we’re facing massive disruption in the form of AI and VR, via devices we now have in our kitchen, our car, our pocket. The design of a new DMO or agency would be more like a startup — lean, nimble and scrappy.
Due to the current atmosphere of mistrust, DMOs and their agencies must align with brands that are trusted by target audience(s). In the case of Pitbull for Visit Florida, when you can get a celebrity with 100 million unique social media followers to authentically promote your product to an audience that is important to your destination, it will be more effective than traditional marketing.
Look at the enormous value of Drake to the Tourism Toronto brand. In today’s world, everybody has an audience that is trusted by their followers…some audiences are a lot larger than others and thus create more impact. But brand ambassadors do not need to be celebrities; they just have to be authentic in their enthusiasm for the destination.
Taking the question of trusted recommendations into account, one thing we know for sure is that storytelling in whatever form will continue to become more and more important.
Every market is different, but I would focus efforts on where you can create and add value to the community that you serve and to the traveler. Simply put: Sales, Sales, Sales — the DMO is the destination sales team. From a marketing perspective, focus has got to be on digital transformation.
You still have to distinguish the differentiators between one destination and another. You still have to engage the locals. You still have to inspire travel.
We read 20+ newsletters each week and extract five of the most relevant stories curated to keep you up to speed.
We read 20+ newsletters each week and extract five of the most relevant stories curated to keep you up to speed.