旅游市场营销指南（英文版）_17页-7mb

Sojern's Guide to Tourism Marketing Summary

Core Content

This document outlines key strategies for destination marketers to effectively engage and convert millennial travelers using digital marketing techniques, with a focus on platforms like Facebook and the use of advanced data tools like Sojern and DoubleClick. It emphasizes the importance of understanding millennial behavior, crafting mobile-friendly and engaging content, and leveraging native advertising to drive bookings and awareness.

Main Points

• Millennials as a Key Travel Segment:

  • Millennials (born between early 1980s and late 1990s) are the fastest-growing age group in travel.
  • They are more likely to travel for unique experiences and prefer booking online rather than through travel agents.
  • They are heavily influenced by social media and crowd-sourced reviews when planning trips.

• Mobile Strategy for Millennials:

  • A full-funnel mobile strategy is essential, as 59% and 64% of millennials are likely to purchase flights and book hotels on their smartphones.
  • Mobile-optimized ads, captivating imagery, and fast-loading websites are critical for a positive user experience.

• Social Media as a Marketing Channel:

  • Facebook and Instagram are key platforms for travel inspiration, with 68% of millennials finding trip ideas on Facebook and 60% on Instagram.
  • Facebook's Canvas and Carousel formats are highlighted as effective tools for storytelling and engagement.

• Native Advertising for Engagement:

  • Native ads are more engaging and less disruptive than traditional banner ads, as they blend with the content of the platform.
  • Nearly 60% of millennials prefer native ads, as most of their content discovery happens through social media feeds.

Key Case Studies

Wyoming Office of Tourism

• Strategy: Shifted from showcasing landscapes to telling stories that reflect the culture and people of Wyoming.
• Approach:
  • Pre-production: Identified the type of story to tell, audience, and call to action.
  • Distribution Plan: Considered various channels (online, print, broadcast) and media partnerships.
  • Assets: Needed specific content types like videos, images, and quotes for different platforms.
• Outcome: Created a more personal and lasting connection with potential visitors, fostering brand loyalty.

San Francisco Travel

• Challenge: Addressing perceived high costs and encouraging visits.
• Solution: Partnered with Sojern and DoubleClick to run a programmatic native ad campaign.
• Results:
  • Achieved 1600% more bookings compared to previous campaigns.
  • Reduced cost per acquisition by 92%.
  • Increased visitor stay duration, with many staying for three or more days.
• Insights:
  • Programmatic native ads can reach in-market travelers at the right time with highly targeted content.
  • Sojern's data science helped identify booking trends, such as searches around Labor Day or Columbus Day weekends.
  • Native ads are becoming increasingly important as they align with user expectations and preferences.

Conclusion

• Destination marketers must adapt to the evolving preferences of travelers, especially millennials, who are more connected and rely on digital tools for planning.
• A combination of engaging content, mobile optimization, and targeted native advertising is essential for success.
• Sojern and DoubleClick offer powerful tools to help destination marketers reach the right audience at the right time, leading to higher conversion rates and lower costs.
• Creativity and flexibility in marketing strategies are crucial for standing out in a competitive market and driving real results.

Key Takeaways

• Understand the millennial mindset and tailor your marketing to their preferences.
• Leverage mobile-first strategies to capture their attention and drive conversions.
• Use Facebook's native ad formats (Canvas, Carousel) for storytelling and engagement.
• Develop a content-driven approach that includes thoughtful pre-production and strategic distribution.
• Utilize programmatic native ads with Sojern and DoubleClick to scale and target in-market travelers effectively.