The Travel Vertical

Weekly stories curated exclusively for digital tourism marketers

Q&A with Nancy Mammana, NYC & Company CMO

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Nancy Mammana (credit NYC&Co)

Recently promoted to CMO of NYC & Company (The Travel Vertical, 3/11/2019), Nancy Mammana talked to Marketing Dive about digital initiatives, the brand new Hudson Yards, and how the city’s official tourism body is promoting the city in emerging markets such as China.

Several key points for other digital tourism marketing pros include:

NYC & Company logo
  • We’re focusing very heavily on digital.
  • We do most things in-house…creative, video production, research and analytics.
  • We’ve developed our own channels in Weibo and WeChat.
  • We also have a roster of social media influencers.
  • We’ve been a long-time partner with Facebook.

Read the full interview here.

Want ‘The Bachelor’ to Film in Your Destination? It Costs.

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Vulture, the New York Media entertainment site that represents America’s cultural landscape through film, television, and art, has looked into the spend by several wannabe-featured locations for “The Bachelor” and “The Bachelorette”.

New York Media brands

In this week’s issue, they set out to investigate: “Just how much money do tourism boards spend to lure The Bachelor to film in their backyards?” Read more here.

Free Stuff…From Facebook. Really.

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Perhaps the data scientists have a sense of humor? Considering it comes from inside Facebook, we couldn’t help but notice the title of this latest white paper, “Prepare for the Unexpected.” (Hmm. No comment…)

The subtitle is a lot more precise: “A Guide to Testing and Learning with Incrementality Measurement.”

What is it? A 16-page document to assist marketers to address six common problems identified by Facebook and a team of experts from Lyft, Netflix, eBay, and Booking.com:

  • Your Test Doesn’t Have Enough Statistical Power
  • One of Your Test Groups Has Some Outliers
  • Your Variables Are Not Isolated
  • People in Your Test and Control Groups Cross Paths
  • Some Tests Will Have Effects Beyond an Initial User Interaction
  • You Can’t Track Everything You Want

To get your copy, click here.

Pinterest Creates Five ‘Travel Personas’ Aimed at Marketers

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Smiling jet

To help brands fine-tune their marketing messages on the platform, Pinterest has categorized these “travel pinners” into five personas.

  • the Group Vacationer
  • the Culture Chaser
  • the Spa Sojourner
  • the Adventure Lover
  • the Eating Explorer

DMOs might have a look at the 2018 “Pinterest 100 for 2019” compilation of the most-searched topics. Hot searches include “small-town travel” (up 276% over 2017), “abandoned castles” (up 142%), “less-traveled island” (up 179%) and “zero-waste travel” (up 74%).

Read more from PhocusWire here.

Expedia: Travel Trends Across Four Generations in Eight Countries

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Imagery! Mobile! Social Media! Young travelers are motivated by special events.”It’s all about experiences,” said Derek Price, Director – North America, Expedia Group Media Solutions.

Price was referencing some of the Gen Z findings during a presentation on “Travel and Tourism Trends” at last week’s Connect Marketing Leadership Summit in Kissimmee, Florida.

This study, commissioned by Expedia Group Media Solutions compares and contrasts the influences, preferences, and behaviors of American, Australian, British, Canadian, Chinese, French, German and Japanese travelers.

It takes a closer look at the unique habits and behavioral trends of travelers from four generations — Baby Boomers, Gen X, Millennials, and Gen Z — in each country.

Know your audience: Dive into a region with the appropriate messaging and connect with generational travelers. Find out:

  • Who is motivated most by deals?
  • Which international traveler wants informative ads?
  • Which group takes the most trips?
  • Who is most likely to take bleisure trips?
  • And lots more…

Get Travel and Tourism Trends and View the Multi-National Study to get a broad overview of all eight countries with graphs and data like this one:

Expedia Trends report

Staff

Laurie Jo Miller Farr, Editor
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