From Instagram to Bookings: Visual Marketing Strategies for Travel Brands

© 2015 Phocuswright Inc. All Rights Reserved.

Kristen Hall | Enterprise Strategy Director for Travel at Olapic

Marcello Gasdia | Director of Consumer Research at Phocuswright

FROM INSTAGRAMTO BOOKINGSVISUAL MARKETING STRATEGIES FOR TRAVEL BRANDS

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ABOUT THE PRESENTERS

MARCELLO GASDIA Marcello joins Phocuswright with a background in applied market research. With an emphasis on quantitative methodology, Marcello applies skills that are fundamental to Phocuswright’s consumer research projects including research design and implementation, statistical analysis and meaningful dissemination.

KRISTEN HALL Kristen has 8 years of travel industry marketing experience, including recently accepting a 2015 Skiftie award for Best Vendor for Travel Brands on behalf of Olapic. She was also named one of Phocuswright’s Class of 35 in 2014, a program designed to highlight rising stars in travel, tourism and hospitality.

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WEBINAR HOUSEKEEPING

Please ask questions in the question box or tweet @Olapic on Twitter

A recording and a survey will be sent following this webinar, please let us know how we did!

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How long will we stay?

Beach vacation or Disneyland?

Is this hotel right for the children?

Should we rent a car?

Should we try Airbnb?

Are there fun things to do

nearby?

How much am I really ready to

spend?

Fly or drive?

Do I invite the in-laws?

Is the hotel vegan

friendly?

Which hotels have the best

reviews?




Which websites have the best price?

Where can I find the most honest

reviews? Is it cheaper to rent an

apartment?

Which websites show the most

options?

Where have my friends stayed?

Where can I find good travel

photography and videos?

Which websites are

easiest to use?

Anyone know a good travel

blog?


Online Travel Agencies

Travel review websites

MetasearchSearch engines

Supplier websitesHome and apartment rental websites

Travel blogs

Social networksMagazine and newspaper websites


Reasons Online Hotel Shoppers Choose Specific Websites

Source: Phocuswright's U.S. Consumer Travel Report Seventh Edition

It is easy to use

It has the best prices/offers

I trust the brand

I had a good experience when I booked with that website before

It provides the most information and photography

0% 15% 30% 45% 60%


Important Features and Functionality for Online Hotel Shoppers


Traveler-submitted ratings/reviews

Interactive maps that display lodging and attractions

Traveler-submitted photos

Professional ratings/reviews

Professional photos

0% 11% 22% 33% 44%


Types of Websites Used to Shop for Hotels

Online Hotel Shoppers


Millennials (18-34) are the demographic most likely to travel — and they had

another exceptional year in 2014.


Millennials (18-34) • 70% traveled in 2014 • Roughly $3,000 annual household leisure travel

spending • 40% traveling 3 or more times per year • Loyalty participation is soaring


Devices Used to Shop for Leisure Travel, by Age


PC Smartphone Tablet

18%8%

81%

27%22%

81%

32%40%

75%

18-34 35-54 55+





22% Check-In for a flight

“During my last leisure trip, I used my smartphone to…”

15% Board an airplane

16% Manage my itinerary

Source: Phocuswright Inc.




Personal conversations (in person or via phone)

Email

Posting on general social networking websites

Text messaging

Online instant messaging

Writing a review on a travel review website

Mobile messaging apps (e.g, WhatsApp)

0% 15% 30% 45% 60%

2012 20132014

Channels Used for Travel Sharing

Source: Phocuswright's Traveler Technology Survey 2014


31%35%

From home or work While traveling

Sharing Travel Experiences via Social Networks

Source: Phocuswright’s Traveler Technology Survey 2014


FROM INSTAGRAMTO BOOKINGSHow to use authentic traveler-generated photos

in your Marketing

IN THE TRAVEL INDUSTRY STOCK PHOTOS ALL LOOK THE SAME

$304/ NIGHT $229/ NIGHT

TEXT DESCRIPTIONS JUST DON’T DO OFFERINGS JUSTICE

AND ITS MISSING AUTHENTICITY THAT ONLY USER-GENERATED CONTENT CAN PROVIDE

67%

of traveler trust UGC more than brand-created content

CURRENTLY TRAVELERS ARE FORCED TO LEAVE BRAND SITES TO FIND THIS CONTENT

On average travelers visit 37 webpages before booking. TripAdvisor made 1 billion dollars in booking fees in 2013 from travelers looking for this authentic content.

OLAPIC CAN HELP COUNTER THIS THREAT

BRANDS CAN CAPTURE THE FEATURES OF THEIR PRODUCTS…

fans can capture the moments that happen there.

AND, UGC ON PROPERTY PAGES AS RICH VISUAL REVIEWS…

… giving traveler the confidence they need to book.

Customers and communities love to be featured on site and engaging with other customer photos

Customers are motivated and inspired by other customers

Customer photos increase conversions

THE RESULTS ARE POWERFUL

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THE AMOUNT OF TRAVEL CONTENT ON INSTAGRAM ALONE IS STAGGERING

There are currently over 27 million photos hashtagged #vacation on Instagram alone.

364k 312k

218k

212k

225k

260k

929k 2.2m

346k

44k

241k359k

142k 447k

71k734k

92k

35k

THE POWER OF INSTAGRAM

322,784 posts

CONFIDENTIAL

Approve on-brand content and tag directly to offerings.

Ask for rights for your favorite content automatically and engage customers in the process.

Turn your best content creators into brand ambassadors in the process

CURATE

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PUBLISH Mobile-Ready

CONFIDENTIAL

TARGET RESULTS:

• 44% increase in app revenue

• Increased add to cart rate from 12.5 to 15%

• Amazing press & featured at F8 Facebook conference as best example of shoppable Instagram

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PUBLISH Post Stay Email

CONFIDENTIAL

Send a friendly email encouraging happy travelers to share photos of their experiences

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PUBLISH On Property & Offline

CONFIDENTIAL

Leverage your rights-approved content across multiple marketing channels including owned and paid from one simple dashboard

Reach and inspire potential brand ambassadors through fresh and relevant content

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Incorporate UGC into collateral, catalogs and other print material

EXTEND Print advertising & Collateral

CONFIDENTIAL

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Send user photos to social media sites like Pinterest, Facebook and Instagram straight from Olapic’s platform with a few clicks

EXTEND Publish to Social Media

CONFIDENTIAL

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Eliminate guess work from your creative by inserting top performing UGC into your ads

Reduce cost, time and effort of production

Always have original and fresh images for advertising

Improve your Ad performance

CONFIDENTIAL

EXTEND Instagram Ads

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CTR CPA

CONTENT TYPE CLICKTHROUGH RATE

COST PER ACTION AD FREQUENCY

Non-UGC -0.5%

$12.66 12.6

Wayfarer - Blue

Wayfarer - Blue

CONTENT TYPE CLICKTHROUGH RATE

COST PER ACTION AD FREQUENCY

UGC 1.1%

$3.20 1.8

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QUESTIONS?

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THANK YOU

Attending the Phocuswright Conference in Ft. Lauderdale? Visit Olapic’s kiosk and join our workshop session on using traveler-generated

photos to drive bookings.