SoJern-2018年旅游目的地营销指南（英文）-2018.1-17页-7mb

Sojern's Guide to Tourism Marketing Summary

Core Content

This document outlines strategies for destination marketers to effectively reach and engage modern travelers, with a focus on digital marketing techniques, particularly targeting millennials and leveraging platforms like Facebook. It emphasizes the importance of adapting to new consumer behaviors, utilizing advanced data and technology, and creating compelling, story-driven content to inspire travel.

Main Points

• Tourism Industry Growth: The tourism industry has shown consistent growth, representing 7% of global exports and growing faster than global trade over the past five years.
• Millennial Travelers: Millennials are a significant and growing segment of travelers, making up 32% of US travelers. They are more likely to travel abroad, seek unique experiences, and book independently online.
• Mobile Strategy: A full-funnel mobile strategy is essential to reach millennials, including mobile-optimized ads, captivating imagery, and fast-loading websites.
• Social Media Engagement: Social media, especially Facebook, is a powerful tool for inspiring travel. Native ads and video content are particularly effective in engaging this audience.
• Content Storytelling: The Wyoming Office of Tourism exemplifies how storytelling can be used to differentiate a destination by focusing on its culture, people, and unique narratives.
• Programmatic Native Ads: San Francisco Travel successfully increased bookings by 1600% using programmatic native ads through Sojern and DoubleClick, demonstrating the effectiveness of this approach in reaching in-market travelers.
• Data-Driven Marketing: Sojern uses traveler path-to-purchase data to deliver highly targeted and timely ads, increasing the likelihood of conversion.

Key Information

• Millennial Travel Behaviors:

  • 23% more likely to travel abroad than previous generations.
  • Prefer unique and memorable experiences.
  • Book independently online, often influenced by friends and social media.
  • 68% find trip ideas on Facebook, 60% on Instagram.

• Mobile Strategy Recommendations:

  • Use mobile-optimized ads.
  • Include engaging visuals and a clear CTA.
  • Ensure fast website loading times and mobile-friendly design.

• Facebook Engagement Tips:

  • Start early in the travel planning cycle to build brand awareness.
  • Use Facebook videos with captions to engage users even without sound.
  • Utilize Carousel format to tell a destination's story through multiple images.
  • Leverage Canvas format for immersive, 360-degree video experiences.

• Wyoming Office of Tourism's Storytelling Approach:

  • Focus on people, culture, and stories to differentiate from competitors.
  • Prioritize stories based on audience, market strategy, and goals.
  • Plan content distribution and asset creation carefully before production.

• San Francisco Travel Case Study:

  • Partnered with Sojern and DoubleClick for a programmatic native ad campaign.
  • Achieved 1600% more bookings and 92% lower cost per acquisition.
  • Used data to target users interested in specific travel periods (e.g., Labor Day or Columbus Day weekends).
  • Resulted in longer stays and higher engagement with local attractions.

Conclusion

To remain competitive in the tourism industry, destination marketers must adapt to the evolving preferences of modern travelers. By focusing on engaging, educational, and inspirational content and ensuring it reaches the right audience at the right time through innovative digital marketing strategies, marketers can drive bookings and create lasting brand loyalty. Flexibility, creativity, and experimentation with new formats and targeting tactics are essential for success in this dynamic field.