“Here are some of the things we are doing as a destination marketing organization.” – Charles Harris, CMO, Visit Anaheim via LinkedIn
*** Read more here ***
Charles Harris, CMO, Visit Anaheim: ‘What Destinations Can Do Now’
Everything You Always Wanted to Know About TikTok and Tourism
TwoSix Digital asks the question and provides the answers. Their blog “What is the Future of TikTok and Tourism?” caught our eye.
Dave Serino and Brian Matson have kindly agreed to share their article which offers some practical tips for the remainder of 2020.
- What do we need to know about TikTok?
- Should our DMO be on TikTok?
- Does TikTok matter?
Hint: Familiarization comes first. Begin by surfacing other DMO and CVB TikTok content and watch Explore Alaska TikTok videos.
Check out the TwoSix Digital guest post here.
‘See Tomorrow’ Guest Post with Jarrod Lyman, Digital DMO Specialist
Meet Jarrod Lyman. He’s the senior communications specialist for Oregon’s Mt. Hood Territory.
“That title is government-speak for the guy who handles social strategy and web content,” he says. Jarrod has been in the DMO world for nearly two decades and likes to joke (we hear you…it’s no joke at all) that he’s been doing digital marketing for so long that he actually made a Myspace page for his first DMO.
Oregon’s Mt. Hood Territory encompasses the western half of Mt. Hood over to some suburbs of Portland and down to communities in the Willamette Valley. A haven for outdoor recreation, the region encompasses a rich heritage as the official end of the Oregon Trail plus a thriving agritourism scene.
We were following Jarrod as leader of a recent Twitter-based #TourismChat and asked him to expand his 2020 thoughts and challenges regarding “the cookie crumbles” for The Travel Vertical.
My Biggest Concern for 2020: The Loss of Targeting
I recently hosted a #TourismChat were many of my fellow “tourism geeks” discussed what we think will be the biggest trends for 2020.
There were some things that are easy to predict, like continued importance of video and ephemeral content. The one thing that has been the biggest conversation in my office the past week though came thanks to a pair of announcements by Google and Facebook.
As companies have been dealing with frequent revelations about mishandling our data, they’ve made mostly symbolic changes that haven’t caused us too much of an issue. We’ve lost a few options we could use when targeting our ads, but I haven’t felt like any of these changes have adversely affected our numbers. If anything, we’re seeing even better traffic from more engaged users as we continually monitor and adjust our targeting.
There’s concern in my office, however, that this is about to change.
The first bombshell came from Google, which stated that it will stop allowing third-party cookies in Chrome. Facebook has also just announced that it will now grant users the ability to clear their off-platform data that the social network tracks. As a consumer I was excited, but as a digital marketer, I’m terrified. Quality over quantity is a mantra at my office, and the targeting options are what allow us to focus on smaller numbers of more engaged users.
There’s less concern about Facebook; it’s likely that most users will not take advantage of this new feature, limiting the impact of targeting effectiveness. Google’s announcement, however, has much more potential to send ripples through our industry. The vast majority of traffic comes through Chrome. And while more privacy for consumers is always a good thing, our strategies may have to go through some rapid adaptations in the coming months. We don’t have answers yet, but as usual, the most nimble marketers will be the ones to reap the rewards from the latest in a long line of constant changes in our industry.
For related coverage in The Travel Vertical, click here.
What does your team think about these pending changes? Are you interested in DMOs sharing best practices for overcoming the challenge?
Expedia Says: America Needs a Vacation.
It’s not as though working Americans get European-sized vacation allocations. So, why not use one’s earned personal time off? All of it. Some 768 million vacation days were left unused by Americans in 2018.
Americans take on average 4.4 trips per year. Imagine what that number could look like if all vacation days were being used.
Expedia Group Media Solutions is shedding some light on how American travelers plan their trips. Or don’t…In fact, planning ahead nearly doubles the chances of using time off for travel, writes Monya Mandich, VP Marketing of Expedia Group Media Solutions, to introduce the post, “National Plan for Vacation Day.”
Further insights include:
- Trip length: Americans take trips on average 6.7 days long with 82% of these taken domestically.
- Open to inspiration: Nearly 60% are deciding between two destinations and 80% seek help during the trip planning process.
- Influenced by ads: Informative content appeals to older travelers while younger travelers are most likely influenced by ads with appealing deals.
- Social influence: Nearly 90% of American Gen Z travelers say they’re influenced by social media. Boomers say they’re not.
- Vacation priorities: Ultimately, activities and experiences take priority over the lowest price.
- Types of trips: Visiting family is most important for Gen Z and Boomers. Relaxing trips and sightseeing are tops with Millennials and Gen X.
- On the road: Nearly 60% are flying into their destination but road trips are the second most popular option.
To get inside the planning mind of an American traveler, read more here and get the full report on American multi-generational travel trends here.
20/20 Visions, Adrian Award Winners, People Moves & Jobs
SEE TOMORROW
The Travel Vertical has crystal ball readers with insights for 2020 tourism marketing. Here are two from TwoSix Digital marking six years. Send us your 20/20 visionary contribution for publication in next week’s newsletter.
Dave Serino, Founder and Chief Strategist, Two Six Digital: “Although engagement of content is still continuing to grow, it’s being outpaced with overall content creation each year.
The DMO is competing with reservation engine websites, media/publishing outlets, travel product providers like companies that sell backpacks highlighting new trail experiences, influencers and their own hotels, restaurants and attractions. Everyone is telling their story in with content in one form or another, online.
Because of the content glut, we have to be more creative finding those consumers who align best with our message and deliver it at the right time. To do that, we need to build better audiences for promotions through the use of personal data, online behavior, geographic targeting, and machine learning tools. Then we need to get better at strategically moving that content to digital audiences and work them through the funnel in the most effective way possible.”
Brian Matson, Senior Director of Strategy and Education, Two Six Digital: “DMOs need to be taking a much more serious look at a paid, strategic approach to support their social content. There is so much fantastic content being created in this industry but so little of it is actually supported with paid efforts.
During the last couple of years, I’ve seen budgets shifting significantly to support social content and that’s really exciting to see. The ones that do are seeing remarkable results. The ones that don’t are struggling or at least not getting the most out of their efforts. I’m hopeful that we’ll be able to leave organic strategies in the dust and begin to implement more thoughtful paid programs to support the remarkable content that destinations are creating so regularly.”
Happy Birthday.
Note: Don’t miss TwoSix Digital’s analysis of the Q4 2019 results of state tourism website traffic next month. We’ll link to it in The Travel Vertical.
The Hospitality Sales & Marketing Association (HSMAI) celebrates the Adrian Awards Dinner Reception and Gala on Jan. 21, 2020, at the New York Marriott Marquis. Among the honorees are HSMAI’s Top 25 Extraordinary Minds, selected for sharing innovative ideas and achieving exceptional results in the preceding 18 months. Congratulations to all, including several active members of the eTourism Community.
To see DMOs and their agency partners as Adrian Award gold winners in advertising, digital marketing, integrated marketing and PR, visit the list found here.
Related: DMO Storytelling: Five Clever New Campaigns Tackle the Off-Season
Starting Feb. 10, Mark Tester steps into the role of executive director for Orlando’s Orange County Convention Center, second-largest convention center in North America, behind Chicago’s McCormick Place. He previously was director of the Austin Convention Center in Texas and is a veteran of the Chicago Convention & Tourism Bureau. Tester takes over as the facility is about to undergo a $605 million expansion adding 60,000 sq. ft. of meeting space, 80,000 sq. ft. for a ballroom and another 200,000 sq. ft. of flexible space for completion in 2023.
Lori Harnois was confirmed as the first New Hampshire state tourism director appointed by the Department of Business and Economic Affairs and Gov. Sununu. For the past five years, Harnois has served as executive director of Discover New England where she developed and executed a “Live Free” rebranding and strategy that resulted in a 22% increase in international visitation and a 41% increase in international visitor spending. State tourism Deputy Director Amy Bassett has served as acting director since April 2019.
Next door in Vermont, a grassroots legislative tourism caucus is lobbying for an extra $500K to boost the $3 million tourism budget, stuck at the same level for the past six years. Extra funds would be spent on direct destination marketing, not admin, says the Vermont Department of Tourism and Marketing. Officials point out that neighboring Maine’s annual tourism marketing budget is $17 million, New Hampshire’s is $9.4 million, and Massachusetts has more than $13 million to work with.
Jeffrey Hentz has been appointed to fill the vacant position of CEO, North Lake Tahoe Resort Association/Chamber of Commerce. Hentz will relocate to North Lake Tahoe from Mustang Island, Texas where he served as President/CEO of Mustang Island/Port Aransas CVB, Chamber of Commerce since 2016. Hentz previously held positions at FINN Partners/Catalyst Destinations International, Volusia County Florida/Daytona Beach Convention & Visitors Bureau and Destination Yosemite/Mariposa County CVB.
Stanford Smith, Integrated Marketing Manager at Detroit Metro CVB, is “Telling Detroit’s Stories.” Smith announced, “New decade – new opportunities! Along with the DMCVB’s content marketing and social media initiatives, I will also be managing our advertising campaigns. Detroit is an amazing city and I love telling its story.”
Visit Dana Point (CA) has appointed Rachel O’Neill-Cusey as director of sales. She joins the DMO team with over a decade of hospitality sales experience in the local market as the senior sales manager at The Ritz-Carlton, Laguna Niguel, and previously at Laguna Cliffs Marriott Resort & Spa.
Evan Frank, CEO of Context Travel (‘Learn the stories of the cities we live in & the cities we visit, told by a local expert‘), is looking for a Head of Travel. Based in NYC, Frank is a co-founder of Onefinestay.com, a vetted luxury home rental startup, acquired by AccorHotels.
VisitPITTSBURGH – President & CEO
San Diego Tourism Authority – President & CEO
Visit Salt Lake City – President & CEO
Visit Pensacola – President & CEO
Discover Lancaster (PA) – President & CEO
Greater Lansing Michigan Convention & Visitors Bureau – President & CEO
Monterey County Convention & Visitors Bureau (CA) – President & CEO
Saugatuck/Douglas Convention & Visitors Bureau (MI) – Executive Director
Ouray Tourism Office (CO) – Executive Director
Corpus Christi Convention & Visitors Bureau – Chief Executive Officer
Visit Orlando – Director of Visitor Services
Visit San Antonio – Director of Market Strategy
Experience Rochester (MN) – VP, Marketing & Communications
Experience Rochester (MN) – VP, Sales
Greater Miami Convention & Visitors Bureau – VP, People Strategies
Explore St. Louis – VP, Sales
Visit Norfolk – Director of Sales
Little Rock Convention & Visitors Bureau – Senior Sales Director
Orange County Convention Center (FL) – Managing Director
Travel Marquette (WI) – Group Marketing / Sales Manager
Las Cruces Convention Center (NM) – General Manager
Virginia Tourism Corporation – International Marketing Manager
Choose Chicago – National Sales Manager, Business Development
Hawaii Visitors & Convention Bureau – Senior VP Convention Sales
Chicago’s North Shore CVB – Sales Manager, Meetings & Events
Valley Forge Tourism & Convention Board – Destination Sales Specialist
Visit Oceanside (CA) – Marketing Manager
Visit Durango – Marketing Manager
Santa Monica Travel & Tourism – Marketing Specialist
Visit Elizabeth City (NJ) – Marketing & Communications Specialist
Visit El Paso – Director of Convention Development
Visit Baltimore – Regional Director of Sales, Midwest
Experience Grand Rapids – V.P., Sales & Services
Arlington Convention & Visitors Bureau (TX) – Print & Digital Multimedia Producer
Visit Plano (TX) – Sales Consultant
City of Virginia Beach – Convention Sales Rep
New York State Dept. of Civil Service (NYC) – Digital Production Mgr., ILOVENY.com
Wyoming Office of Tourism – Communications Sr. Coordinator
West Virginia Dept. of Natural Resources – Executive Director of Parks and Recreation
Charleston Coliseum and Convention Center (WV) – Executive Director
Destination DC – 1) Tourism & Visitor Services Specialist and 2) Meeting Services Manager
Visit Greensboro (NC) – National Sales Manager
Visit SLO CAL – Marketing & Brand Manager
Visit SLO CAL – Executive Assistant to the President & CEO
Visit Bellevue (WA) – Director of Visitor Experience
Bellevue Convention Center Authority (WA) – Marketing Assistant
Holland America Line (Seattle) – Manager, Destination Product Marketing
Kimball Art Museum, Fort Worth – Head of Marketing & PR
Ice Cream Museum (NYC) – Community Marketing & Tourism
Ryman Auditorium/ Opry Entertainment – Brand Communications Manager
Southern Living – Travel & Culture Manager
Hornblower Cruises & Events (NYC) – Tourism Sales Manager
National Comedy Center (Jamestown, NY) – Marketing & Communications Manager
Destinations International – HR Manager
Streetsense (D.C.) – 1) Social media content rockstar; 2) Content intern (it’s paid!)
Madden (Tucson) – Business Development Director
Simpleview (Tucson) – Associate Project Manager; 2) Project Manager
MMGY Global (NYC) – Account Supervisor NJF / PR, Travel & Tourism
MMGY Global (NYC) – Destination Marketing Account Executive, Myriad
Wagstaff Media & Marketing (NYC) – Account Supervisor, Travel & Destination
DCI (Denver) – Sr. Manager, Digital Marketing
Bread & Butter PR (San Francisco & NYC) – Hotel & Tourism Executives
TikTok (NYC) – 1) Head of Events & Industry Relations; Consumer & Advertiser Insights Partner; 3) Brand Marketing Lead (LA)
Airbnb (San Francisco) – Policy Manager
