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Virtual footprintsHow travel bloggers are changing the media landscape
By Keith Jenkins
Emerce - EtravelBussumJune 2012
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Travel blogging has evolved from a hobby to a full-time
profession
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Travel blogging: from hobby to profession
Travel journal,Travel tips & hotel reviews
Social media
Audience
BrandedOnline
Publishers
The defining elements of professional travel bloggers
• Online personality
• Multiple skills
• Internet-savvy
• Social networks
• Niche experts
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Key benefits of working with travel bloggers
• Immediacy
• Multimedia exposure
• Long shelf-life
• Interaction Trust
• Destination ambassadors
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Travel bloggers deliver both immediate and
long-term value
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‘Glocal’ exposure
Immediate and longer-term exposure on both global and local levels.
Blog trip Tuscany 2011
Experiences from a personal perspective
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54% of British holidaymakers used social media platforms in the run up to their trip abroad to gain personal recommendations and reviews beforehand. (source: poll by sunshine.co.uk June 2011)
"It had so much more detail than the vendor site. And the broad travel sites don't get into all that," Ozaki said of the postings he read on Velvet Escape. "In this day and age, I find some of those sources more reliable.” Source: Frommer’s
High search result rankings
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About two-thirds of travelers reported having used the Internet to research a trip during the past six months. Source: Google survey (Sept. 2010)
Influence decision-making
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More than a third of travelers said the Internet had prompted them to book their travel plans, up from about 25% last year.Source: Google survey (Sept. 2010)
Kilimanjaro climb
Real-time marketing
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Direct conversion opportunities
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2,250 views4 bookings
Extended circles of influence - Jordan
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The 2011 social media outreach campaign, including #GoJordan, was immensely successful, leading to Jordan being on travelers’ minds and on many top travel lists, including Condé Nast Traveler, New York Times Travel, Virtuoso, and National Geographic, among many others.
- Jordan Tourism Board
Bloggers’ circles of influence include other influencers.
#GoJordan 2011Generated 42m tweet impressions
Reached 1.9m people
iambassador
Extended circles of influence - Costa Brava
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Bloggers’ online reach includes the major brands.
#InCostaBrava 201118m tweet impressions, 70 posts, ‘000’s of photos
70m page views
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Harness this value by engaging withtravel bloggers
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Collaborating with travel bloggers
• Sponsoring
• Advertising
• Product reviews
• Online campaigns
• Blog trips
Bloggers are ideal digital ambassadors for travel brands.
Blog trips: Buzz x 4
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Social media campaignSocial media campaign
Post-tripPost-trip
During the tripDuring the trip
Pre-tripPre-trip
iambassador
4
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Brainstorm with travel bloggers
326k tweet impressions62k people reached
18m tweet impressions2m people reached
81 blog posts
#Blogville
#VEinValencia
Innovative campaigns designed by travel bloggers in partnership with DMOs:
• #GoJordan iambassador campaign
• #Blogville Emilia-Romagna
• #VEinValencia
• #VisitLanai
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Reaching out to travel bloggers
• Follow their blogs & social media channels
• Ask for recommendations
• Meet travel bloggers at:
• travel tweet-ups (e.g. Travel Massive)
• travel blogger conferences (e.g. TBU, TBEX)
• blogger events at travel trade shows (e.g. WTM, ITB)
TBU Manchester 2011
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“I think of travel blogging
as a 3D film”- Evelyn Hannon
(@Journeywoman)
Velvet Escape at a glanceVelvet Escape is a travel blog with a focus on luxurious experiences. The blog was launched in January 2009 by Keith Jenkins, a former investment banker. With more than 180,000 page views a month and readers in 160+ countries, Velvet Escape is widely recognised as one of the top independent luxury travel blogs in the world.
Email Keith Jenkins at:keith@velvetescape.com
www.twitter.com/velvetescape
www.facebook.com/velvetescape
Visit Velvet Escape
http://velvetescape.com/
Contact Velvet Escape
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