Welcome to our Traveller Insights Session 1 Travellers Insights - - PowerPoint PPT Presentation

June 16, 2020

Welcome to our Traveller Insights Session

AGENDA

Travellers Insights and Trends Tips and Tools to Connect with Travellers POV on Current COVID19 Traveller Outreach Resources and Summary

2 3 4 1

Top 3 Traveller Insights and Trends 1

1 2 3

1

Be Where Travellers Are Spending Time Throughout All Stages of the Journey:

• Be Mobile Obsessed
• Test Everything You Do And Are

Creating On Mobile Devices First

2

Connect with Travellers by Speaking their Language:

• Utilise Videos, and Photos to connect
• Test or Expand Outreach

3

Leverage Traveller Sharing and Connecting Behaviours to Create Word of Mouth Advocacy: Using hashtags, location tags, etc

Mobile has changed the way we communicate Now it’s fast and easy for Travellers to create, share & consume

video and photos…

no matter where they are

2

We are living in the VISUAL LANGUAGE ERA

Source: Facebook internal data, October 2018; 2. Facebook earnings call, January 2019

stories are shared everyday across the Facebook family of apps

1 Billion

FULLSCREEN FAST PLAYFUL INTERACTIVE IMMERSIVE SUCCINCT FUN ENGAGING

Travellers love to visually document and share their experiences Major traveller behaviour: showing off photo and video “TROPHIES” on Instagram and Facebook

Your Opportunity to Create Brand Ambassadors & Word of Mouth Advocacy

People find Travel tips and local gems by seeing posts Inspiration: People get inspired by seeing posts

Sharing Tools Travellers Utilise to create Discoverability: Instagram Stories

2 Tips and tools to

connect with travellers

Utilising them BOTH mutually helps you succeed.

1.Organic Features

(non-paid)

• 2. Paid

Advertising

2 Overarching Ways to Utilise our Platforms

• Your Digital Storefront / Welcome Centre
• Brand: Presence and Building Credibility
• Tapping into Sharing Behaviours to

Enhance Discoverability

• Optimise for business results (reach, clicks, sales etc)
• Get your message out
• Target your message to specific audiences (location,

interests, etc)

• Reach new audiences

Key Benefits and Opportunities 1. Your Digital Storefront 2. Connect with Community 3. Brand: Presence and Building Credibility 4. Tapping into Sharing Behaviours to Enhance Discoverability

1.Organic Features

Mix of platform presence

Key Benefits and Opportunities

1. Create and Maintain a Business Profile on Facebook & Instagram as Your Digital Storefront / Welcome Centre:

Organic Features

• Contact details and relevant business information
• Opening hours
• Business Address
• Phone Number
• Link to your website
• Pages Manager App:

https://www.facebook.com/business/help/592574 334587977?id=2011347329137638

• Instagram Business Page:

https://www.facebook.com/business/help/347556 992775908?id=419087378825961

• Facebook Business Page:

https://www.facebook.com/business/help/461775 097570076?id=939256796236247

• 2. More Easily Respond and Provide Information to Potential

Travellers with Community Management Tools

1. Keep your opening hours and contact details up to date

• 2. Use the “Away Message”
• r “Instant Reply” tools

with Facebook Messenger to help with response times

Organic Features

HTTPS://WWW.FACEBOOK.COM/BUSINESS/LEARN/LESSONS/ SET-UP-AUTOMATED-RESPONSES

• 4. Capitalise on inherent sharing behaviours:

1. Make sure you’re discoverable by using a few relevant hashtags and a relevant location tag in your posts 2. Educate travellers on the relevant hashtags and location tag to utilise when they share 3. Provide experiences people want to share

Examples: #Holidayherethisyear #visitvictoria #Travel

Organic Features

• 3. Maintain and Build Brand:
• Create Cohesive and Relevant Presence
• Build Credibility

Key Benefits and Opportunities 1. Optimise for business results (reach, clicks, sales etc) 2. Get your message out 3. Target your message to specific audiences (location, interests, etc) 4. Reach new audiences

• 2. Paid

Advertising

Mix of platform presence

4 levers of success

Objective Targeting Creative Ad format

Paid Advertising

Step 1: Define your Goals and KPIs

• What are the business goals I’m seeking to achieve?
• How do they map to the objectives that I can drive on

Facebook apps and services?

Objective i.e. Brand Awareness Traffic Store Traffic

Campaign Objective Your main business goal for advertising

Audience attributes i.e ”People travelling” Behaviors on the platform Target Interests like travel etc

Targeting Which audiences you want to get in front of

Paid Advertising

Ad format: Guide https://www.facebook.com/business/ads-guide

Paid Advertising

Utilising them BOTH mutually helps you succeed.

1.Organic Features

(non-paid)

• 2. Paid

Advertising

Key Benefits and Opportunities 1. Your Digital Storefront 2. Connect with Community 3. Brand: Presence and Building Credibility 4. Tap into Sharing Behaviours to Enhance Discoverability Key Benefits and Opportunities 1. Reach new audiences 2. Get your message out 3. Optimise for business results

POV on Travel and COVID19

22

• 1. WHERE they can

travel (Distance)

PO POV on Tr Traveller eller Beh ehavio iour Sh Shift ifts d due t e to CO

• COVI

VID-19 19:

23

Motivations: Early Explorers Mindsets

VISITORS

• Separated from loved
• nes and family;
• Life Events

(Weddings, honeymoons, bucks);

DEAL SEEKERS

• Adventurous – first-mover

deals

• generally price motivated

BUCKET LISTERS

• Realized dream trips are

now or never;

• pent up demand

RESCHEDULERS

• Replacing

cancelled trips;

• booking for

rescheduled events

• 2. WHY they will Travel

PO POV on Tr Traveller eller Beh ehavio iour Shift ifts due e to CO COVID-19 19:

24

• 1. Visitors

▶ Empathic messaging- Reconnect with Loved Ones ▶ Long-term stay discounts

Revive city/region/state/country by supporting local businesses Take a break after stressful times Safety measures and Responsibility for customers, employees, etc.

▶ Discounts and deals ▶ Free cancellations ▶ Installment payments ▶ Proximity; nearby options

• 2. Deal seekers

Revive city/region/state/country by supporting local businesses Take a break after stressful times Safety measures and Responsibility for customers, employees, etc.

25

▶ Dream-trip messaging ▶ “Without the crowds” messaging ▶ Free cancellations; flexible re-bookings

3.Bucket Listers

Revive city/region/state/country by supporting local businesses Take a break after stressful times Safety measures and Responsibility for customers, employees, etc.

▶ Discounts and deals ▶ Free cancellations ▶ Instalment payments

• 4. Reschedulers

Revive city/region/state/country by supporting local businesses Take a break after stressful times Safety measures and Responsibility for customers, employees, etc.

Resources:

• 1. Facebook Australia Community Boost Insights and Training Group:

https://www.facebook.com/groups/boost.australia

• 2. Online Training: Facebook Blueprint https://www.facebook.com/business/learn
• 3. Facebook Travel Website: www.facebook.com/business/m/travel
• 4. House of Instagram: https://business.instagram.com/a/houseofinstagram
• 5. STORIES medium: https://business.instagram.com/a/stories/creative