美通社-2020年亚太地区旅游媒体推介资料包（英文）-2020.11-33页_4mb

2020 Travel Media Pitching Kit Summary

Core Content

The 2020 Travel Media Pitching Kit is a compilation of insights from media professionals and influencers across various regions, including Australia, Mainland China, Hong Kong, Indonesia, Malaysia, Singapore, South Korea, Taiwan, and Vietnam. The document provides a guide for PR and communications professionals on how to effectively pitch travel-related news to media outlets during the ongoing COVID-19 pandemic, which has significantly impacted the travel industry.

Main Points

1. Media Preferences for Press Materials

• Email is the preferred method for receiving press materials.
• High-resolution images with captions and credits are essential.
• Avoid generic or mass emails; personalization is key.
• Social media can be used for additional follow-ups.
• Microsoft Word files are preferred for ease of editing.
• WeChat, DingTalk, and WhatsApp are also used for real-time communication.

2. Advice for PR Professionals

• Tailor pitches to the specific audience and content focus of the media outlet.
• Be precise and to-the-point when promoting clients.
• Research the publication and involve journalists early in the process.
• Link pitches to current events, such as the impact of the pandemic on the industry.
• Maintain long-term relationships with potential customers and media.
• Focus on domestic travel and local experiences, especially during the pandemic.
• Avoid pushing for international travel unless there is clear evidence of recovery.
• Promote safety, health, and wellness as top priorities for travelers.
• Highlight new opportunities like consolidation, innovation, and sustainable travel.

3. Challenges in Covering the Travel Industry

• Keeping up with rapid changes in the industry and verifying information.
• Balancing positive and negative coverage during a crisis.
• Providing accurate and factual information.
• Producing content that resonates with readers and meets their expectations.
• Managing the editorial process, including fact-checking and proofreading.

4. Travel Trends for 2020

• Domestic travel is expected to grow as international travel remains restricted.
• Sustainable and thoughtful travel is becoming more important.
• Wellness travel is rising, with an emphasis on health and relaxation.
• Cruise tourism is gaining traction, especially in small towns and remote areas.
• Customized and family-friendly tours are more popular than group tours.
• Online experience enhancement and intelligent tour management systems are being adopted more quickly.
• Green travel and eco-friendly practices are still important.
• Special hotel experiences (e.g., themed or luxury accommodations) are drawing attention.
• Local and regional travel is becoming more relevant due to the pandemic.

5. Impact of the Pandemic on Travel Media

• Non-essential travel is postponed, and international travel is not yet safe.
• Consumer confidence is low, and booking anxiety is high.
• Travel professionals are focused on refunds and rebooking, not new promotions.
• Media coverage is biased toward the negative, making it harder to promote the industry positively.
• Clear and transparent communication about safety measures and future plans is crucial.

Key Insights

• Personalization and relevance are vital when pitching to media.
• Accuracy and clarity in press releases are highly valued.
• Domestic and local travel will be the focus of many media outlets in 2020.
• Safety, health, and sustainability are the top concerns of travelers.
• Influencers and niche media are becoming more important in shaping travel trends.
• Industry analysis, interviews, and data-driven stories are in demand.
• Long-term planning and relationship-building are essential for PR professionals.

Methodology

• The insights were gathered from established journalists, editors, and influencers around the world.
• The goal was to provide practical advice on how to improve the chances of getting news published in travel and hospitality media.
• The information is structured by region, highlighting local preferences and trends.

Conclusion

The 2020 Travel Media Pitching Kit emphasizes the need for personalized, relevant, and accurate pitches from PR professionals. With the travel industry still reeling from the effects of the pandemic, the focus has shifted to domestic travel, safety, and sustainability. Media professionals are urging PR teams to avoid pushing for international travel, and instead highlight local experiences and innovations. The document serves as a valuable resource for understanding how to effectively communicate with travel media in a rapidly changing environment.