Articles tagged “marketing”

The benefits of investing in content marketing will become more clear over time, but the brands that take a risk and invest first will already stand out in the crowd.

Drone videos are a new arsenal that travel marketers should be looking at seriously now, while the novelty wow factor lasts. There is a lot to learn from amateur enthusiasts and independent video professionals, all of whom converge mostly on Vimeo.

This week's ads take inspiration from viral videos, national statistics, and sporting events to add relevance to destinations outside of the usual tourist attractions.

Kudos to La Quinta for its 2012 launch of LQ Instant Hold, which enables guests using smartphones to hold a room for up to four hours by just entering a phone number with no other inputting required. It's part of La Quinta's digital and mobile push, both of which appear to be working.

Creating content is one of the biggest challenges brands face today. Marriott's strategy of looking inward for inspiration -- from employee stories to more graphic press releases -- is a strong starting point for any company looking to better engage and connect with customers online.

Tourism Australia is trying to create a sense of urgency in travelers pushing off a trip to Australia. The campaign will succeed for those that win a trip, but for others still wary of the journey, it'd be smart to raise awareness of the cost and length of such a trip.

Viking has carved a profitable and influential niche in the river cruising business, but the success of parlaying that model has yet to be seen. We're betting the same focus that built its river company will also fuel ocean growth.

The country's smartest tourism boards are currently working on neighborhood-focused content-driven marketing campaigns. Authenticity and creativity are what will set them apart and sell the story to potential visitors.

In today's global world, it's not enough to simply transplant a brand concept in a new country and call it expansion. Brands need to find the balance between maintaining their core principles and adopting to local expectations that resonate with their targeted customers.

This is most definitive state-of-the-market report on this big-growth sector in travel. Get it today.