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Generating valuable content for a destination in order to reach a new generation of travelers
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Generating valuable content for a destination in order to reach a new generation of travelers
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GENERATING VALUABLE CONTENT FOR A DESTINATION IN ORDER TO REACH A NEW GENERATION OF TRAVELERS by Amber N. Rich A Thesis Presented to the FACULTY OF THE USC GRADUATE SCHOOL UNIVERSITY OF SOUTHERN CALIFORNIA In Partial Fulfillment of the Requirements for the Degree MASTER OF ARTS (STRATEGIC PUBLIC RELATIONS) May 2012 Copyright 2012 Amber N. Rich ii Table of Contents Abstract.........................................................................................................................................................iv Chapter 1: Marketing Destinations: The State of DMOs...........................................................1 Chapter 2: Millennials: A New Generation of Travelers...........................................................5 This is Why I’m Hot: A Generation Seeking Approval..........................................................5 Keepin’ It Real: The Search for Authenticity.............................................................................8 Dependence on Technology...........................................................................................................15 Video Sharing..................................................................................................................................24 Mobile Sharing................................................................................................................................27 Chapter 3: How DMOs Are Trying to Adjust and Why It’s Not Working.........................31 Lessons From the Mediating Public...........................................................................................37 Chapter 4: Generating Valuable Content for Your Destination...........................................40 Learn to Let Go....................................................................................................................................41 Encourage Conversation.................................................................................................................42 Enable Brand Advocates..................................................................................................................47 References..................................................................................................................................................50 Appendices.................................................................................................................................................53 Appendix A: Survey Results...........................................................................................................53 Appendix B: Interview Transcripts............................................................................................62 Transcript of Interview: Jennifer Miner, Blogger, Vacation Gals..............................62 Transcript of Interview: Jane Meighan, Blogger & Founder, RunAwayJane........67 Transcript of Interview: Caz & Craig, Bloggers & Founders, yTravelBlog.com..73 iii List of Figures Figure 1: Edelman Trust Barameter ………...……………………………………………………..12 Figure 2: Least Popular Travel App …………………………………………………………………14 Figure 3: Online Sources Most Frequently Used to Plan Visits to Special Places ...16 Figure 4: Travel Planning Sources ………..................................………………………………....18 Figure 5: Personal Online Travel Activity in the Past 6 Months……………………..…..19 Figure 6: Business Online Travel Activity in the Past 6 Months…………………………20 Figure 7: Hotel & OTA Shopper Same-‐Month Cross-‐Visitation with Facebook & Twitter .………………………………………………………………………………………………………...23 Figure 8: Influence of Online Features and Content on Activity Purchasing ………24 Figure 9: When Personal & Business Travelers View Travel Related Video .………26 Figure 10: Ownership of Web-‐Enabled Devices ………………………….…………………...28 Figure 11: Smartphone Ownership and Internet Use ……………….……………………...29 Figure 12: U.S. Companies Using Social Media Tools for Marketing Purposes ……33 Figure 13: Most Popular Travel App ……………………………………………………………….43 iv Abstract “Millennials are the most diverse generation ever born in the Unites States; they are becoming the most educated generation in American history; and they are easily the most connected generation of all time.” 1 This paper explores how the Millennial Generation—young Americans ages 13 to 30 – differs from all previous generations and the impact these changes will have on destination marketing organizations that rely on travel and tourism to bring economic benefit to a destination. This generation is unlike any other. Technology plays a significant role in a Gen Y vacation and few of them leave home without a laptop, cell phone or tablet. Millennials also place high value on the opinions of others and seek greater approval from their peers. They’re interested in capturing share-‐worthy moments through photos, videos and posts that show who they are or who they aspire to be. These travelers value authenticity and have less trust in large organizations. They want to hear real travel stories from real people, not scripted messages from a Destination Marketing Organization. Through primary and secondary research, I show that Millennials are less reliant on traditional sources to plan for vacations and to find entertainment once they’ve reached their destination. Traditional advertising messages are largely 1 “Millenials – A Portrait of the Next Generation.” Pew Research Center. February 2010. Page 1. v obsolete for these young travelers. Instead, they are reading reviews and asking friends online for recommendations. To build on what we’re starting to know about Millennials, I surveyed 100 Millennial travelers and, although they are not a representative sample, their feedback reiterates much of the existing research. Interviews with top travel bloggers also provide insights into current ways travel writers utilize Destination Marketing Organizations (DMO). In order for Destination Marketing Organizations to remain relevant with an audience that mistrusts corporations and prefers to learn from fellow travelers and friends, they must learn to let go of controlled messages. Targeted advertising will not work with these tech-‐savvy researchers. Millennials want the locals’ perspective. They want to go where locals go, eat where other Millennials eat and stay at the highest rated hotel. So DMOs must also learn to encourage conversation among travelers. If local bloggers are frequenting a new, up-‐and-‐coming neighborhood, the DMO should highlight their conversations and cross promote. Lastly, DMOs must find and enable brand advocates. There are probably already several online journalists talking positively about your city. Find them and let them tell their story of your destination because real stories from real travelers are all that Millennials want to hear. 1 Chapter 1: Marketing Destinations: The State of DMOs Destination Marketing Organizations (DMOs), often called convention and visitor bureaus, are non-‐profit organizations that represent a specific destination and assist in long-‐term economic growth of communities through travel and tourism. DMOs are generally member-‐based organizations that unite businesses that rely on tourism and meetings for revenue – including hotels, restaurants, convention centers and attractions. State and city tourism offices have seen several years of budget cuts beginning in 2008. In fact, Washington’s state tourism bureau completely closed in summer 2011, dedicating the state’s meager $1.8 million budget to other state functions. The most recent fiscal year was no exception to the cuts. On average, state tourism marketing budgets decreased by 12.8 percent from fiscal year 2009-‐ 2010 to 2010-‐2011. 2 However, domestic advertising budgets increased slightly, on average, 5.1 percent. But international advertising budgets decreased by 2.3 percent for all 50 states. 3 Most DMOs are working with smaller budgets and many are scaling back advertising and marketing efforts. Rather than paying for national campaigns, many tourism offices are directing more targeted efforts only to their top markets. “The 2 “2010-‐2011 Survey of U.S. State Tourism Office Budgets.” U.S. Travel Association. Page 18. Graph: Percent Change in Tourism Office Marketing & Promotion-‐Related Budgets. 3 “2010-‐2011 Survey of U.S. State Tourism Office Budgets.” U.S. Travel Association. Pages 20-‐21. Graph: Percent Change in Tourism Office Marketing & Promotion-‐Related Budgets. 2 Nevada Commission on Tourism, for instance, has stopped advertising in publications such as Conde Nast Traveler and National Geographic. It's pouring its ad dollars into ads in cities such as Los Angeles, Phoenix, San Francisco and Seattle, says spokeswoman Bethany Drysdale.” 4 States like Arizona and New York both cut advertising budgets and are no longer publicizing their destinations with television ads. Many state tourism representatives say the budget cutting is shortsighted and costs them visitors, which ultimately hurts their states economically. 4 Arizona state tourism office has also tried to target markets it thinks will deliver visitors. “Now that its fiscal year 2012 budget is $8.6 million compared with $19 million in 2009, [the tourism] office focuses on Chicago and Los Angeles. ‘We don't have the bandwidth we once had,’” said Arizona state tourism chief Sherry Henry. 4 With fewer staff and fewer dollars to spend, DMOs are turning to new, less expensive means of marketing and advertising – like Facebook pages, Flickr photo contests and Twitter feeds. Although not entirely strategic, some tourism bureaus, like the DMO for Nevada, have jumped online and teamed with giants like Google. In 2010, Nevada state tourism officials met with Google to discuss keywords and search results related to their state’s tourism – including search terms like “Hoover Dam” or “Highway 50”. They paid Google to ensure that Nevada's online ads show up on websites that discuss these topics and terms. 4 4 “States cut back on efforts to draw tourists.” USA Today Travel. August 2011. Web. http://travel.usatoday.com/news/story/2011/08/States-‐cut-‐back-‐on-‐efforts-‐to-‐draw-‐ tourists/49757128/1 3 Tight budgets have also sparked new partnerships among those in the travel industry. In collaboration with JetBlue, New York state’s DMO saved money by allowing the airline to paint the state's iconic "I Love New York" logo on some of the aircrafts in a co-‐branding campaign. 4 Tourism officials in Hawaii partnered with hotels to co-‐purchase large advertisements in targeted publications in San Francisco. 4 However, unlike most DMOs, some states like Michigan have moved forward with traditional campaigns despite steep cuts in budgets. The Michigan tourism office continued with its “Pure Michigan” effort, “which highlights water activities, outdoor adventures and golfing trips, which are popular there. The campaign includes search, TV, out-‐of-‐home, emailed newsletters, print and social media.” 5 DMOs’ public relations departments are also facing the same steep cuts – leaving P.R. teams with fewer staff and smaller budgets for contracting outside assistance. Much like the staffs at newspapers and broadcast stations, P.R. departments are struggling to find the time and manpower to complete basic communication tasks. As I will detail in Chapter 2, trends in technology will have enormous impact on how travelers make decisions prior to traveling and in-‐destination. DMOs were previously able to reach travelers offline once they arrived at a destination, but now, mobile websites and applications may be the source of choice for new travelers 5 “Tourism Budgets Are Slashed Nationwide.” MediaPost.com. 1 June 2010. Web. http://www.mediapost.com/publications/article/129003/ 4 looking for local information during their trips. Following sections will also discuss what technology changes will mean for the marketing and distribution of travel activities. 5 Chapter 2: Millennials: A New Generation of Travelers The U.S. Census Bureau states that half of the world’s population is under the age of 30. Generation Y, or the Millennial generation, differs from previous generations in three distinct ways: (1) Millennials place high value on the opinions of others and seek greater approval from their peers, (2) they value authenticity and have less trust in large organizations, (3) they are extremely dependent on, and savvy users of, technology. These tendencies make them a new set of travelers with different expectations. The following chapter discusses who these new travelers are and how they will impact Destination Marketing Organizations vying for their tourism dollars. This is Why I’m Hot: A Generation Seeking Approval This new generation seeks approval from their peers and greatly values others’ opinions. They’re looking for experiences that help define who they are while elavating them among peers. Some even call this generation narcissistic. Editors at the Utne Reader cite Christopher Lasch’s The Culture of Narcisim when describing a typical Gen Y representative. 6 “Notwithstanding his occasional illusions of omnipotence, the narcissist depends on others to validate his self-‐ esteem. He cannot live without an admiring audience. [His insecurity can be] 6 Lasch, Chrispoher. “Enough About You.” Utne Reader. May-‐June 2011. Pages 36-‐43. 6 overcome only by seeing his ‘grandiose self’ reflected in the attentions of others, or by attaching himself to those who radiate celebrity, power and charisma.” 7 The editors of Utne Reader argue that much of a Millennial’s admiring audience exists online, with sites like Facebook, where onlookers validate decisions and provide evidence of the parts of this generations’ lives that are most interesting and entertaining. As noted in Lasch’s earlier writing, “The media give substance to and thus intensify narcissistic dreams of fame and glory, encourage common people to identify themselves with the stars and to hate the ‘herd,’ and make it more and more difficult for them to accept the banality of everyday existence.” 8 Here, the editors point out that Millennials are tired of their own boring lives. It’s hard to keep up with their counterparts. They’re constantly looking for a chance to boost their image, elevate their cool-‐factor, with an envy-‐inducing experience, which, one might argue, can be validated with photos or video on a social media site. A Yale graduate student spoke very differently of the Millennial Generation to which she belongs. “If anything, we are obsessed with relationships. We don’t hurl our bursting egos into the Internet, but build our self-‐esteem through likes, re-‐ tweets, views, and comments… Young people don’t blog out of self-‐love, but in pursuit of affirmation. We didn’t grow up ‘amid a chorus of applause,’ but with intense parental pressure, as competition for college spots soared. We got the message not that we surpassed all expectations, but that expectations surpassed our 7 Lasch, Chrispoher. “The Culture of Narcissism: American Life in an Age of Diminishing Expectations.” Copyright 1979. Published by W.W. Norton & Company, Inc. 8 Lasch, Chrispoher. “Enough About You.” Utne Reader. May-‐June 2011. Pages 37 7 human limits.” 9 Despite their differing views, both the editors of Utne Reader and the Yale graduate agree that Millennials are looking for affirmation. Confirmation from peers is often through online sources like Facebook. According to Noreen O’Leary, a contributor to AdWeek, “the best possible result in social media for young people is when someone else uploads a photograph of you looking cool and then tags you.” She says that in this scenario the person gets all the credit for looking cool without seeming overly vain. Millennials have “the ability to continuously measure [their] own life achievements against those within [their] network. Never before have young people found it easier to benchmark their successes (or lack of…).” 10 Perhaps because of their need to share and be validated by others, 70 percent of Millennials reported feeling more excited when their friends agreed with them about where to shop, eat and play. However, only 48 percent of older adults were as heavily influenced by their friends and colleagues. 11 In addition to Millennials’ need to be recognized and appreciated is their need for authentic communication. They don’t appreciate and respond to 9 Gordon, Claire. “The Narcissism Myth.” Huffington Post. Web. 3 February 2011. http://www.huffingtonpost.com/claire-‐gordon/the-‐narcissism-‐myth_b_810117.html 10 O’Leary, Noreen. “McCann on Millennials, Social Media and Brands: Study finds brands should follow the top five traits young people look for in social friends.” AdWeek. 8 June 2011. Web. http://www.adweek.com/news/advertising-‐branding/mccann-‐millennials-‐social-‐media-‐and-‐ brands-‐132289 11 Fromm, Jeff. “Millennials Study Provides New Data on Media, Shopping and Social Habits.” BarkleyUs. 18 August 2011. Web. http://blog.barkleyus.com/2011/08/18/millennials-‐study-‐ provides-‐new-‐data-‐on-‐media-‐shopping-‐and-‐social-‐habits/ 8 traditional “corporate speak.” As noted in the following section, this generation prefers to hear the truth from real people – not corporations. Keepin’ It Real: The Search for Authenticity For Millennials, traditional advertising messages are largely obsolete. These consumers were raised on social media (and all it entails) so their trust is strongest among their family and peers and in the online communities they’ve become so familiar with. 12 Charlene Li and Josh Bernoff, authors of Groundswell, discuss this social trend in which people use technologies to get things they need from each other rather than from traditional institutions like corporations. 13 Some of these trends are exemplified in young travelers’ behavior. Millennials, more than older generations, are more likely to travel with friends or to places friends have visited. 14 This generation is highly influenced by friends and family in selecting places to visit. These are people they trust, people they believe will provide an authentic perspective of a destination. Two-‐thirds of Millennials will visit places recommended by family and friends – significantly more than their older counterparts. Using social media, these recommendations often come in the form of real-‐time descriptions of the experience – a check-‐in at a 12 “Social Media ROI: Fact of Fiction?” PhocusWright. Published 2010. Pages 8-‐9 13 Groundswell: Winning a World Transformed by Social Technologies. Written by Charlene Li and Josh Bernoff. Copyright 2008 Forrestor Research, Inc. 14 “Meet the Millennials.” PGAV Destinations Research: 2011. Page 5. http://www.pgavdestinations.com/images/insights/Meet_the_Millennials.pdf 9 restaurant or an Instagram photo at an attraction. 14 These social media references are becoming important forms of recommendation for Millennials. Social media has helped spread word-‐of-‐mouth and increased the influence of everyday people. Forrester Researchers found that in 2006, 83% of online consumers of all ages trusted recommendations from friends and acquaintances. And more than half trusted online reviews from complete strangers, while trust in advertising continues to plummet. 15 The Access America Vacation Confidence Index (AAVCI) reported different results in their 2011 travel survey, but both studies found that younger travelers trust online reviews more than their older counterparts. The AAVCI found that “travelers under 35 are most likely to say that online travel reviews influence their travel plans (74 percent) while those 55 and over are least likely to be influenced by reviews (44 percent).” 16 The study stated that Millennials were also more likely to trust the travel reviews they read (70 percent versus 54 percent). 16 Comments from Millennials social networks, while not as influential as traveler reviews, are also clearly making their mark on the travel planning process. A study conducted by PhocusWright found that more than four in 10 online travelers are now influenced by this content. Company promotions and information distributed via social media on behalf of a company have considerably less reach, an 15 Groundswell: Winning a World Transformed by Social Technologies. Written by Charlene Li and Josh Bernoff. Copyright 2008 Forrestor Research, Inc. 16 “Access America Survey Shows Online Reviews Carry Clout.” TravelPulse. 12 December 2011. Web. http://www.travelpulse.com/access-‐america-‐survey-‐shows-‐online-‐reviews-‐carry-‐clout.html 10 indication that most travelers would rather rely on the opinions and reviews of friends and fellow travelers. 17 Because Millennials live and breathe by their technology and are looking for travel advice, that advice is often sought online. PhocusWright found that recommendations from relatives and friends remain the most trusted source of advice when it comes to travel choices, be it destinations or travel services. The significant change that we see in this generation is the addition of a new set of influencers, people in one’s social networks. 17 As stated previously, more than 40 percent of travelers say comments from people within their social networks are influential in the travel planning process. 17 Although recommendations remain a steadily growing trend among Millennials, other online influences are impacting travelers decisions. Fifty-‐seven percent of travelers are influenced by other traveler-‐generated photography, giving rise to sights like Instagram that allow travelers to post photos quickly and easily and share them with friends. And 42 percent are influenced by traveler-‐generated online travel video. These videos might be found on YouTube or on travel blogs, which remain popular as a source of travel information. Forty-‐three percent of young travlers say they are also influenced by travel blogs. However, the same study found that 43 percent of these travelers are influenced by a company’s information or promotions on an online social network such as Facebook or Twitter. So, although many of them are turning away from 17 “Social Media in Travel 2011: Traffic, Activity and Sentiment.” PhocusWright. July 2011. Page 7. 11 marketing efforts of corporations, some still turn to the company for information. Although the PhocusWright study showed that it’s more beneficial for a traveler to post a photo of a destination than for a company to post anything on a social network, it’s important to note that the company’s promotions online are not being completely overlooked. As important as it appears to have strong brand advocates promoting a destination, with 43 percent of travelers still turning to company information, it’s also just as important to have material from the destination available in the same online spaces. Edelman, a global public relations firm, conducted its fourth annual study on trust and its results confirm much of the aforementioned research that Millennials value authentic information from their online communities. The trust survey found that among brands and social media, social media gained the largest increase in trust. While corporations saw only a slight increases in trust, social media was found to be 75% more trustworthy than the previous year. 18 This generation is more often turning to an online community for information than to the company itself, so it will be vital for companies and destinations to have not only a strong reputation, but an authentic voice on all applicable social media sites. 18 “Edelman Trust Barametor: Social Media and Trust.” Edelman. 4 February 2012. Web. http://trust.edelman.com/social-‐media-‐and-‐trust/ 12 Figure 1: Edelman Trust Barometer (Edelman Trust Barametor 2012, Social Media and Trust. Viewed online Feb 4, 2012. http://trust.edelman.com/social-‐media-‐and-‐trust/) One research firm, PGAV Destinations, found a correlation between Millennials education and their search for authenticity. According to the study, the more college education this generation recieves, the more skeptical they become to advertising. College education is increasingly commonplace among this generation. More than half of Millennials (54%) have at least some college education, compared to only 49% of Gen Xers and 36% of Baby Boomers. 14 The study found that their knowledge and distrust of traditional advertising ties to an expectation for real and authentic experiences. In 2009, PGAV Destinations explored the “Authenticity Opportunity,” finding that 80% of young visitors like to visit places that feature authentic elements. While authenticity was defined in different ways, the consensus was that destinations ought to offer less commercialism and more personally 13 meaningful experiences. 19 When Millennials travel, 78% of them want to learn something new. 19 But they don’t want this learning experience to be boring. They’re interested in educational activities that are fun and entertaining (78%), immersive (70%), and interactive and hands-‐on (68%). 19 They want to do things that the locals do, eat where other Millennials have eaten and explore the “real” neighborhoods in that destination. An example of this trend might be the rise in controversial slum tourism, or “poorism,” where visitors are invited to explore the less fortunate regions of a destination. Rather than seeing the highly publicized temples and monuments of Mumbai, tourists can take a tour of Dharavi slum, where more than one million poor and hungry people crowd the streets. 20 In Los Angeles, a group of civic activists recently started L.A. Gang Tours, which offers bus tours into some of L.A.’s grittiest neighborhoods. Tour goers see decayed public housing, sites of deadly gang warfare and streets ravaged by racial unrest. 21 To a young traveler, these tours seem much more authentic than an overly glamourized cement star placed on Hollywood’s walk of fame. This new generation of travelers is uninterested in restrictive, formulated concepts of vacation such as a guided tour. In my own recent survey of Millennial 19 PGAV Destinations Research: Meet the Millennials. 2011. Page 5. http://www.pgavdestinations.com/images/insights/Meet_the_Millennials.pdf 20 Weiner, Eric. “Slum Visits: Tourism or Voyeurism?” New York Times. 9 March 2008. Web. http://travel.nytimes.com/2008/03/09/travel/09heads.html?pagewanted=all 21 Gold, Scott. “The ‘Hood as a Tourist Attraction.” Los Angeles Times. 5 Dec 2009. Web. http://articles.latimes.com/2009/dec/05/local/la-‐me-‐southla-‐tours5-‐2009dec05 14 travelers, 76 percent reported they had not taken a guided tour on their last vacation. In the same survey, I asked participants which of three apps, designed by me for the purpose of the survey, they would consider using while on vacation. The app the Millennials travelers liked least was the app that acted like a guided tour and created itineraries. (See graphic below) Of the respondents who didn’t take a guided tour, 25 percent read online reviews and 21 percent consulted a travel review site like TripAdvisor. Much like the research conducted by PhocusWright, trends where Millennials avoid scripted vacations show that young, do-‐it-‐yourself travelers want an authentic experience they can call their own. They are less likely to take a guided tour and more likely to conduct in-‐depth research in order to find the “best” places to stay, eat and hang out. Figure 2: Least Popular Travel App (Fictious application shown to survey participants in order to find the most popular and least popular travel apps. I created the image for use in the survey.) 15 Millennials want real experiences. They trust fellow travelers’ recommendations and are looking for an authentic view of a destination. They are less impressed with destination marketing are hope to hear from real travelers about real experiences that are worth the visit. With the emergence of technology, answers to travel questions have suddenly become more accessible. Dependence on Technology The third and most prevalent quality that distinguishes Millennials from all previous generations is their strong dependency on technology. Cell phones and other mobile devices function as appendages and this dependence plays a large part in their travel habits. Millennials take less time to make decisions and tend to book travel experiences with less planning. 14 While vacationing, Millennials are in constant contact with family and friends. They’re on a quest for fun and interesting things to report about their travel experiences. Tidbits of information are ideal for a flow of Tweets or Texts, and once back home, Millennials quickly post favorite photos on their Facebook page.” 14 The following chart shows the most frequently used online sources for travel planning among Millennials. However, a question that remains unanswered is how Destination Marketing Organizations can target these travelers before and during their vacation in a meaningful authentic way. 16 Figure 3: Online Sources Most Frequently Used to Plan Visits to Special Places (Source: “Meet the Millennials.” PGAV Destinations Research: 2011. Page 4. http://www.pgavdestinations.com/images/insights/Meet_the_Millennials.pdf) The Internet continues to grow as a planning tool for travelers. For those Gen Y travelers who’ve grown up using Internet tools, online research is fundamental in their travel planning. In 2010, Google and OTX conducted a survey of 5,000 Internet users who identified themselves as travelers to understand how consumers research and gather information throughout the travel decision-‐making process. The survey found that among those who frequent the Internet, online research is the most popular way of researching and is powerful in prompting 17 travelers to book. 22 The study also found that search engines continue to play an integral part in the planning process, as they are the most popular online source of information and perceived as useful by the vast majority of users. 22 Specific online travel planning sources included in the study: Internet, word of mouth, informational brochures, magazines, TV, newspapers and radio. (See graph on following page: Travel Planning Sources). However, the study did not specify whether word of mouth research was conducted in-‐person or using online tools such as email and social media, which we now know may very well be where Millennials are getting recommendations. 22 “The 2010 Traveler’s Road to Decision.” Google Think Insights. 1 October 2010. Web. http://www.thinkwithgoogle.com/insights/library/studies/travelers-‐road-‐to-‐decision-‐2010/ 18 Figure 4: Travel Planning Sources (Source: “The 2010 Traveler’s Road to Decision.” Google Think Insights. 1 October 2010. Web. http://www.thinkwithgoogle.com/insights/library/studies/travelers-‐road-‐to-‐decision-‐2010/) The same survey found that both personal and business travelers read travel reviews from other travelers and watched travel-‐related video while conducting research. Many also read a travel blog to look for information on a destination. Maybe most surprising of all, is that all travelers are increasingly participating in online social platforms related to travel. For example, 9% of personal travelers and 23% of business travelers said they uploaded a video related to their trip. (Keep in mind that this survey is among all adults and that Millennials’ percentages of online use are likely amplified.) Many of the travelers surveyed also commented on travel reviews and blogs. The graphs on the following pages show Online Travel Activity in the Past Six Months. 19 Figure 5: Personal Online Travel Activity in the Past Six Months (Source: “The 2010 Traveler’s Road to Decision.” Google Think Insights. 1 October 2010. Web. http://www.thinkwithgoogle.com/insights/library/studies/travelers-‐road-‐to-‐decision-‐2010/) Of those traveling for pleasure, 40% read a review from a fellow traveler. Although exact percentages differ, this number likely ties back to young travelers’ desire to gain an authentic view of the destination as noted in the previous section Keepin It Real. More and more, Millennials trust the advice of one another over the messages sent from companies or destinations. 20 Figure 6: Business Online Travel Activity in the Past Six Months (Source: “The 2010 Traveler’s Road to Decision.” Google Think Insights. 1 October 2010. Web. http://www.thinkwithgoogle.com/insights/library/studies/travelers-‐road-‐to-‐decision-‐2010/) Knowing that the results in Online Travel Activity in the Past Six Months are calculated for adults, we know that Millennials are likely spending more time online watching videos, reading reviews and researching travel experiences. However, for a Destination Marketing Organization, it’s important to note that Millennials are not the only ones using online sources to engage in travel research. PhocusWright also found that travel review websites like TripAdvisor, TravelPost, RealTravel, MyTravelGuide, and IgoUgo are dominating online travel research. Two out of three travelers cite these review websites as influential when researching destinations or activities for travel. 23 Of all travel review websites, 23 “Social Media in Travel 2011: Traffic, Activity and Sentiment.” PhocusWright. July 2011. Page 7. 21 TripAdvisor remains the dominant source of information. In 2010, TripAdvisor accounted for more than nine in 10 reviews on traveler review sites. 3 As discussed above, Millennials are among the most trusting of online reviews from fellow travelers. They are also more likley to share a review than their older counterparts. Among those who share reviews, most are sharing on social networking sites like Facebook. Nearly one in five (18 percent) say that they share their travel experiences on social networks, more than double the proportion of those who post on travel review sites (8 percent). Adults under 35 are more likely than those who are 35 and older to share their travel experiences online (35 percent versus 20 percent), particularly on social media sites (29 percent versus 6 percent). 16 In my recent survey of Millennial travelers, I found that nearly all of them used the Internet to plan vacations (85 percent) and most of them booked tickets online (63 percent). Contrary to the published research I found, however, most of the travelers I surveyed did not consult a review site like TripAdvisor (64 percent) and only half consulted an online travel agency like Expedia. In fact, more respondents in my survey asked people on Facebook and Twitter for advice about their trip (51 percent) than consulted a review site (36 percent) or an online travel agency (50 percent). Perhaps with technology changes happening so quickly, published research has yet to show the impact of social media recommendations for travelers. 22 A survey by Ebookers, an online travel agency, found that half of leisure travelers say they check and update their social networks while on holiday, with 40 percent admitting they no longer send postcards to family and friends because Facebook and Twitter offer more instant gratification. 24 People at home can be updated minute-‐by-‐minute on Twitter and see photos on Facebook each night from the day’s events. Blogger Sarah Burris reiterates research findings and says that Millennials use social media while they travel to research destinations, share vacation stories, and recapture memories. “When Millennials think about traveling they rely very strongly on social media for planning purposes,” says Burris. “This goes beyond online information, reports, ratings, and extends to photos and videos on Facebook which the research shows are ‘key sources of information to guide decisions on where to go.” 25 Among the most popular social networks for sharing stories is Facebook. In 2010, Facebook referred more than 15.2 million visitors to hotel websites, a 35 percent increase from 2009 and more than a 400 percent jump from 2008. 26 And Rohit Dhawan, Lead Product Manager at Facebook says there are more Facebook profile pages than there are web pages. 24 May, Kevin. “Consumers failing to let go of social media even when on holiday.” 7 July 2011. Web. http://www.tnooz.com/2011/07/07/news/consumers-‐failing-‐to-‐let-‐go-‐of-‐social-‐media-‐even-‐when-‐ on-‐holiday/ 25 Burris, Sarah. “American Millennials: travel, causes, government, and social media.” Future Majority. 29 June 2011. Web. http://futuremajority.com/node/13416 23 Twitter, although not the network of choice among travelers, is great for posting short bits of travel information. The following graph shows hotel and online travel agency cross-‐visitation with both social networking sites, and according to this data from PhocusWright, Facebook is driving considerably more traffic to online travel agencies and hotel web pages. Figure 7: Hotel and OTA Shopper Same-Month Cross-Visitation with Facebook and Twitter, 2010 (Source: “Social Media in Travel 2011: Traffic, Activity and Sentiment.” PhocusWright. July 2011. Page 11.) Another place travelers find destination and activity reviews are on online travel agencies’ (OTA) websites. Examples of OTAs include CheapTickets, Expedia, Hotels.com, Orbitz, Priceline and Travelocity. Expedia, which owns Hotels.com, is the world’s largest OTA. 26 These sites are continuing to increase their travel review sections and are becoming very popular among Millennials. 26 “Social Media in Travel 2011: Traffic, Activity and Sentiment.” PhocusWright. July 2011. Page 17. 24 Figure 8: Influence of Online Features and Content on Activity Purchasing (Source: “When They Get There (and Why They Go) Activities, Attractions, Events and Tours.” PhocusWright. October 2011. Page 22.) This graph, much like previous studies mentioned, shows that only 36 percent of travelers were influenced by company information and promotions on social networks, while 69 percent were influenced by traveler reviews and 68 percent were influenced by traveler-‐generated online photography and virtual tours (videos produced by travelers). Video Sharing A study conducted by Google and OTX found that videos are becoming an important source of information on destinations and activities. “As online videos 25 grow in popularity, not only more travelers are viewing them throughout the travel planning process, but they are uploading travel-‐related content as well.” 27 Of those surveyed, 41 percent of personal travelers (those traveling for leisure) and 63 percent of business travelers reported watching travel videos online. 28 And, as the survey discovered, videos are used throughout the entire travel planning process – from brainstorming to choosing a destination to selecting specific activities. The results are highlighted in the graph When Personal and Business Travelers View Travel Related Video. 27 “The 2010 Traveler’s Road to Decision.” Google Think Insights. 1 October 2010. Web. http://www.thinkwithgoogle.com/insights/library/studies/travelers-‐road-‐to-‐decision-‐2010/ 28 “The 2010 Traveler’s Road to Decision.” Google Think Insights. 1 October 2010. Web. http://www.thinkwithgoogle.com/insights/library/studies/travelers-‐road-‐to-‐decision-‐2010/ 26 Figure 9: When Personal and Business Travelers View Travel Related Video (Source: “The 2010 Traveler’s Road to Decision.” Google Think Insights. 1 October 2010. Web. http://www.thinkwithgoogle.com/insights/library/studies/travelers-‐road-‐to-‐decision-‐2010/) A recent study conducted by PhocusWright found that 77% of travelers captured photos or videos with their cell phone during travel and 43% of them posted those photos or videos online. The types of travel-‐related videos that are being watched range from professionally made commercial-‐style videos to amateur hand-‐held vacation footage made by other travelers. Approximately 68.5 percent of travelers watched videos from hotels, airlines, cruises and tours, while about 61 percent watched videos from travel-‐related channels. About 59.5 percent watched trip reviews from experts and 58 percent watched reviews from other travelers like themselves. The least watched videos 27 were professional commercials or advertisements from companies (approximately 44 percent). 28 While many are watching travel videos, some travelers are also uploading videos of their own. Nine percent of personal travelers and 23% of business travelers reported uploading a travel video of their own in the past six months; that’s up from 6% and 16% respectively. However, younger travelers are more likely to post video than their older counterparts. One-‐in-‐five Millennials has posted a video of themselves online. 29 Mobile Sharing With the uprise in video documentation, another related emerging trend among Millennials is the use of mobile technology. When travelers arrive at a destination and are searching for activities, many of them are using mobile devices to conduct research. Four of five travelers surveyed by PhocusWright took their phones while traveling and among those who did, 40 percent used their mobile device to research activities, events, and tours. 29 However, of those surveyed, many more travelers (nearly two thirds) said they would likely use their phone to research and purchase activities in the future, highlighting the potential for increased use of mobile technology. 4 The following chart shows ownership of such web-‐enabeld devices by online travelers. 29 “When They Get There (and Why They Go) Activities, Attractions, Events and Tours.” PhocusWright. October 2011. Pages 23. 28 Figure 10: Ownership of Web-Enabled Devices (Source: “Traveler Technology Survey 2010 and 2011.” PhocusWright. October 2011. Page 6) However, it’s important to note, that while travelers are increasingly using mobile devices to conduct travel-‐related research before and during a trip and book hotels and activities while traveling, most of them are not using mobile applications (apps). Of those who used a device to reserve of book travel, 91% of personal travelers and 87% of business travelers claimed to have used an Internet browser, rather than an app, to book or reserve travel. Much of the mobile technology usage comes from smartphones, which are Internet-‐ and email-‐accessible devices such as Blackberry, Android and iPhone. In 2011, 35 percent of adults in the U.S. owned a smartphone and 68 percent of them 29 accessed the Internet using their phone daily. Some demographic groups have higher adoption rates, including those in higher income ranges and those under the age of 45 (Millennials). As noted in the graph below, 25 percent of smartphone owners access the Internet mainly from their phone, rather than on a computer or tablet. Figure 11: Smartphone Ownership and Internet Use (Source: “Internet & American Life Project.” Pew Research Center. April 26 – May 22, 2011. Spring Tracking Survey) For travelers, smartphones are becoming conventional. More than half of all leisure travelers and nearly 75 percent of business travelers now own a smartphone. Most (72 percent) of these travelers use a combination of mobile website and apps to conduct travel-‐related activity online. However, depending on the traveler’s operating system, his/her behaviors change. Blackberry users report 30 approximately 4.5 travel-‐related mobile Web activities per year, while Apple users reported being more engaged with 5.7 activities per year. 30 30 “Most Travelers Own a Smartphone… Now What?” PhocusWright. 9 February 2012. Web. http://www.phocuswright.com/research_updates/most-‐travelers-‐own-‐a-‐smartphone-‐now-‐what 31 Chapter 3: How DMOs Are Trying to Adjust and Why It’s Not Working DMOs are beginning to serve a new generation of travelers whose wants and demands are drastically different from previous generations. Research shows that communicating with millennials is about share-‐worthy moments that can be captured and communicated online through Facebook, blogs, and reviews. The following chapter explores the landscape of today’s tourism market and how DMOs are currently attempting to attract Millennials to their destinations. Although many organizations have created online campaigns using social media, most of them are failing to truly engage with Gen Y travelers. Traditionally, destinations, much like all companies, have spent significant advertising dollars on paid search advertising. AdAge surveyed Chief Marketing Officers of top companies nation-‐wide and discovered that, in 2010, many of them were planning to move much of their marketing budgets online in 2011. The survey found that “the media budget [would] be evenly split between online and offline media, up from about 40% spent on online media [in 2010]. 31 Many of these companies also moved a considerable amount of money into search engine marketing, which, Cleveland Clinic CMO Paul Matsen claims “lets us track from the 31 “Budgets, Innovation Squarely in CMOs' Sights in 2011.” Adage. 10 January 2011. Web. http://adage.com/article/cmo-‐strategy/budgets-‐innovation-‐squarely-‐cmos-‐sights-‐2011/148070/ 32 click-‐through on that campaign all the way to someone making an appointment at the clinic.” 31 Companies in all industries, including tourism and destination marketing, spend a considerable amount of money on paid search advertising. Purchasing Adwords on Google seems necessary in today’s technology-‐driven age. According to MagnaGlobal, media spending will likely hit $61 billion in the next year “with paid search as the most important component of online advertising… In 2010 [paid search advertising] will account for $29.8 billion, i.e. 48,9% of the total spending, up by 16.5% over 2009 totals.” 32 However, we now know that traditional online advertising is becoming less effective than in the past. Over the last three to five years, destinations are realizing that a percentage of their marketing budgets must also go to social media. 33 Many tourism companies say that costs are difficult to determine because so many employees engage in social media so staffing and creative development are hard to measure. Today, marketers spend four to 11 percent of their online marketing budgets for social media outreach. 34 32 “Global Online Advertising Lead by Paid Search.” Hellriegel. 17 June 2010. Web. http://www.hellriegel.net/2010/06/17/global-‐online-‐advertising-‐lead-‐by-‐paid-‐search/ 33 Aho, Debra. “How Much Will You Spend on Social-‐Media Marketing Next Year?” Adage. 8 December 2010. Web. http://adage.com/article/digitalnext/social-‐media-‐marketing-‐spend-‐year/147544/ 34 Aho, Debra. “How Much Will You Spend on Social-‐Media Marketing Next Year?” Adage. 8 December 2010. Web. http://adage.com/article/digitalnext/social-‐media-‐marketing-‐spend-‐year/147544/ 33 Figure 12: U.S. Companies Using Social Media Tools for Marketing Purposes, 2008-2012 (Source: “US Companies Using Social Media Tools for Marketing Purposes.” eMarketer. November 1, 2010. Web. http://www.emarketer.com/docs/eMarketer_11_Trends_for_2011.pdf) Below are three examples of Millennial-‐targeted campaigns, only one of which shows a path toward putting storytelling in the hands of travelers. LA INC. The Los Angeles Convention and Visitors Bureau, much like many other DMOs, now has an active presence on social media sites like Facebook and Twitter. LosAngelesFan, the DMOs Facebook page, gives their 400,000 fans daily updates on interesting or entertaining bits of information about the city. Many of the posts shared are links the DMOs blog titled Photo of the Day, which includes only a single captivating photo of L.A. The page averages 100 likes per post, but sees 34 very little fan-‐driven content, and, as we now know, traveler-‐to-‐traveler recommendations are the most powerful in promoting a destination. VisitBritain recently launched a Facebook campaign designed specifically to target tech-‐savvy Gen Y travelers. The Facebook application, titled “Unite the Invite,” enabled users to register for a chance to win a trip for two to Britain. Facebook fans were required to download the app on VisitBritain’s Facebook page. Then, the user was asked to upload a photo. In return, he/she would receive a photo of another contestant who would then become their partner in a race to invite the most Facebook friends to register for the contest. The pair who was able to register the most applicants each won a trip for two their choice of six destinations in Britain. 35 The DMO said that the contest was a success, but was unclear about the results. Although this campaign seemed more engaging, it begs the questions, did the contest generate enthusiasm for the destination and did it encourage visitation? In 2011, Las Vegas unveiled an advertising campaign designed with young travelers in mind. The campaign, dubbed “Know the Code,” features television advertisements showing a group of tech-‐savvy friends vacationing in Vegas. The friends clearly dodge and hide from one of the group members and at the end of the commercial the friend that’s being left out declares: “Ok, I’ll stop tweeting! No more photos. I promise!” The campaign reminds friends to “know the code” – to know when to tweet or when to keep quiet, what things to share and what to keep quiet. 35 “VisitBritain Tagets Gen Y Travelers Via Social Media App.” LuxuryDaily. 2 March 2011. Web. http://www.luxurydaily.com/visitbritain-‐targets-‐gen-‐y-‐travelers-‐via-‐social-‐media-‐app/ 35 Visit Las Vegas, the DMO responsible for the campaign, also built the twitter hashtag #knowthecode where visitors post about violators via Twitter. There is also a corresponding website that explains “the code” and features an “Oversharer of the Week” complete with photo and violation. The site also explains which items are share-‐worthy, such as a photo of the hotel suite, and which things are best kept quiet, like the those late night “what happens here stays here” moments. 36 The Visit Las Vegas campaign best encapsulated the concept of putting the content in the consumers’ hands. By creating a catchy hashtag and letting others tell the story, they were able to generate traveler-‐to-‐traveler conversation. However, although people have used the hashtag, a majority of #knowthecode users are telling stories that have little or nothing to do with Sin City. The hashtag did become popular, but it didn’t achieve its purpose of generating recommendations for the city of Las Vegas. Destinations are also incorporating changes to their city-‐wide meetings and conventions, attempting to target a new, younger generation of meeting goers. Meetings & Events Magazine reports technological changes happening at DMO events, which include the utilization of Twitter feeds, where attendees can post comments, ask questions or even request songs for a DJ to play. Some events now have iPads or other tablets on hand and when attendees “like” a company on Facebook, for example, they receive a free drink ticket. Transparent registration, where attendees register using a social media account, has become more popular at 36 “Know the Code.” Visit Las Vegas. Web. www.VisitLasVegas.com/knowthecode 36 meetings and events. This type of registration allows people to see a guest list before deciding which events to attend and is popular among college-‐age students. 37 In the same Meetings & Events Magazine, meeting professionals and event planners were interviewed and asked their opinion on where the event industry is headed. A common response was that mobile apps are one of the fastest growing tools for generating buzz and delivering timely information for meeting and event planners. 38 Some of the more popular apps in the meeting world, according to Internet news blog Mashable, are: Sadun’s Whiteboard, which allows users to write on their touch-‐screen tablets and display their writing on a projection much like a whiteboard; Keynote, a presentation creator suitable for tablets and phones; and Penultimate, an app that allows users to take notes directly on his/her tablet and print or email notes directly following the meeting. All of these meeting technology trends adapt traditional techniques for a more modern business traveler, but many DMOs wonder if these changes be enough to separate one destination from another. As meetings facilitators at all destinations prepare for Millennial travelers, so too do public relations (P.R.) professionals. All P.R. practitioners are being forced to adapt communication to better fit a new generation of digital audiences, including online writers and bloggers. In today’s technology driven society, it is so important 37 “Smarter Meetings, Strategic Thinking.” Southern California Meetings & Events Magazine. Spring 2011. Page 40. Web. http://californiameetingsandevents.imirus.com/Mpowered/book/vscme11/i4/p1 38 “Smarter Meetings, Strategic Thinking.” Southern California Meetings & Events Magazine. Spring 2011. Page 42. Web. http://californiameetingsandevents.imirus.com/Mpowered/book/vscme11/i4/p1 37 to spread news virally online, and P.R. practitioners are searching for ways to make their destinations’ news more share-‐worthy. Research conducted by PR Newswire found that readers are 3.5 times more likely to read a press release if the release includes multimedia such as photos or videos. Adding a photo to a news release garners 14 percent more views, while using video boosts that number to 20 percent. By including both photo and video elements, releases become 48 percent more likely to be viewed. 39 But the issue of targeting mediating publics – those intermediary audiences like TV, radio, and now bloggers who hold the power to decide whether or not to disseminate information – continues to be a learning experience for many Destination Marketing Organizations. Lessons From the Mediating Public In an effort to better understand how DMOs are currently communicating with the new rise in online journalism, I conducted interviews with three prominent travel writers: Jennifer Miner, writer for The Vacation Gals; Jane Meighan, blogger and founder of Run Away Jane; and Caz and Craig, co-‐authors of yTravel Blog. These writers’ blogs and websites provide authentic descriptions and reviews of destinations. Their interviews gave insight into how DMOs are currently targeting online travel writers and how they might improve their efforts. Travel writers and bloggers are mediating publics that relay information, both positive and negative, about a destination to millions of online viewers. DMOs 39 “PR Blotter.” Public Relations Tactics Magazine. June 2011. Page 4 38 are attempting to communicate targeted messages to these mediating publics because they know, to some extent, that travel blogs are popular and that these bloggers are taking on the form of traditional media sources like newspapers and magazines. However, DMOs have yet to master relationships with online writers. I asked each of the travel writers a set of questions about their relationships with Destination Marketing Organizations, and how these organizations impacted their stories about each city they visited. All three travel writers looked first to the web to find information about a destination. However, they rarely turned to a destination’s official marketing arm. Instead, much like the Millennial travelers they write for, they preferred more authentic reviews from fellow travelers. “Generally speaking I don’t contact a destination’s marketing organization if I have questions about a destination,” said Jane Meighan, author of the blog Run Away Jane, “I usually use social networking sites such as Twitter to ask my peers and people who may be experts in a destination (but remain independent) for advice on how I should spend my time there.” Another blogger pair, Caz and Craig of yTravel Blog, said they mostly research other travel blogs and online travel guides like Lonely Planet. All the writers I spoke with said that DMOs have, at some point, helped facilitate a trip to a destination. Some DMOs have helped arrange discounted flights or accommodation, while others have provided detailed itineraries for the writers to follow. However, what these online writers are looking for is different than what they’ve been given. Instead, they’d prefer that DMOs pitch potential story ideas to them, including unique angles or exclusives, in advance of a trip. 39 Many bloggers are expected to not only write compelling stories and reviews for their online readers, but also to take great photos that visually capture the adventures. The interviewees expressed great need for high-‐quality images to go along with their stories. DMOs have stockpiles of images waiting to be shared, but some have restricting policies about who can access photos or time-‐consuming processes that slow the fast-‐pace blogging cycle. All of the writers I spoke with use laptops and smart phones to document their travels. Although none of them reported owning a tablet, they were all interested in eventually purchasing one. They also all reported using apps on their smart phones and said they’d all be interested in any app that helped simplify the travel process. 40 Chapter 4: Generating Valuable Content for Your Destination Young travelers’ demands are different from any other generation. Millennial travelers are looking for authentic experiences worthy of sharing with their online community through likes, posts, photos, and check-‐ins. Destination Marketing Organizations (DMOs) need to highlight exciting new attractions and provide efficient, creative ways to share a Millennial traveler’s experience in real-‐ time with his/her online community. Before the trip, the process of researching a destination and its activities has changed dramatically. Planning a vacation has evolved from consultations with a travel agent, to research on a destination’s website from home on a desktop computer, to reading online reviews using a cell phone at a coffee shop. During the trip, Millennials place value on different aspects of service. Where previous generations valued exclusive amenities, younger travelers place higher value on round-‐the-‐clock access and instant response to problems. Gone are the days when sitting by the pool or walking at the beach are enough for a traveler. Now, many travelers are looking for deeper, hidden adventures – they want to experience moments that define who they are or who they aspire to be. And they want to be able to share those moments in short bites via Twitter and through personal photos and videos on Facebook. It’s no longer just about discounts or knowledge. How can DMOs generate authentic content online, 41 particularly on social media platforms – because real stories from real travelers are becoming more valuable to Millennials than company-‐sponsored advertising? This final chapter reveals three recommendations for Destination Marketing Organizations in the race to reach Millennials: (1) learn to let go, (2) encourage conversation, (3) and enable brand advocates. Learn to Let Go Popularity of social technology has put destination’s brand under threat. People’s views of destinations are being shared with others, and those views are often different from the image DMOs are trying to project. The issue is that traditional advertising messages are largely obsolete. DMOs can no longer shout messages at consumers and expect them to believe or trust what is being said. The balance of power has changed. Rather than struggle to contain messages and depict destinations in a certain light, letting go of control will allow more authentic stories to surface. It’s important to let the destination speak for themselves. The DMO might believe that downtown is most worthy of promotion, while locals are frequenting diners and theaters in another district. Positive reviews and photos of favorite hot spots are likely readily available online. Rather than working against community consensus for the best places to eat, sleep or play, DMOs will benefit by focusing promotional efforts on the most popular places. As we know, Millennials will likely “google” their travel destination, read reviews online, and ask friends for advice. If DMOs are aware of 42 what community opinion is circulating online, they can work with popular opinion and therefore benefit from the blog posts, photos, and check-‐ins that already exist. Each destination will benefit from this authentic conversation online. By letting the truly unique, highly rated features of each city shine, quality experiences will materialize and generate even more buzz for the most popular places in each city. And all DMOs will benefit from letting others tell the story. Encourage Conversation Today people are using technology to get things they need from each other rather than from traditional institutions like corporations. In an environment where technology is allowing travelers to gain information from each other, it will be vital for DMOs to establish strong relationships with online communities. That means commenting on great posts, liking beautiful photos, and linking to other websites and blogs from the destination’s own blog. It also means encouraging others to talk about the destination. Participating in, and encouraging two-‐way conversations among travelers will be more important than any message sent through marketing, P.R. or advertising. As previously noted, this new generation is uninterested in restrictive, formulated concepts of vacation such as guided tours. Of those surveyed, 76 percent had not taken a guided tour on their last vacation. And, when given the choice of three hypothetical vacation apps, travelers were uninterested in confining tools that outlined detailed plans for each day of the trip. Instead, travelers were more apt to 43 select an app that provided authentic reviews. The app Millennials were most interested in allowed them to watch videos and read reviews about restaurants, hotels, attractions and more. (See graphic below) They reported wanting “real” opinion of the location, not branded marketing messages. As trust in traditional advertising diminishes, more travelers are turning to friends, family, and even complete strangers through online reviews, for a personal perspective and recommendation. Figure 13: Most Popular Travel App (Fictious application shown to survey participants in order to find the most popular and least popular travel apps. I created the image for use in the survey.) Rather than bombard travelers with online advertisements, DMOs should enable and encourage conversation. That doesn’t mean destinations have to have 44 an app that shows reviews of attractions in the area, but DMOs might consider sharing Yelp reviews on the destination’s webpage or allowing site visitors to vote for their favorite restaurant or nightclub. Following is an example of a campaign created by Central Park Tourism that demonstrates one perspective on how DMOs can create an environment that fosters traveler-‐to-‐traveler communication. In an effort to attract a younger, more wired visitor, New York’s Central Park Tourism commission designed an interactive campaign that culminated in a two-‐day event celebrating Arbor Day Weekend 2010. “By employing the technology that young people are the most comfortable with, their mobile devices, [Central Park Tourism] used this as a key motivator to re-‐invent the park experience.” 40 Titled The World Park, the campaign repositioned Central Park as “the modern, urban theme park it was once considered and [got] tourists, both local and international, to re-‐engage with it by creating an outdoor mobile museum.” 40 As visitors entered the park, they found metal stands, much like those placed throughout a museum, that presented QR codes with information about the specific area of Central Park. One QR code near a brindge in the park led visitors to a quiz asking who Carrie Bradshaw walked over that bridge with during an episode of Sex in the City. Another QR code took users to a video clip from Kramer vs. Kramer of 40 “The World Park—New York’s Central Park Tourism.” TheWorldPark. Web. http://theworldpark.com/campaign/ 45 Dustin Hoffman giving bike riding lessons to his son. And another QR code allowed visitors to see a video clip from a concert held at the amphitheater. Rather than just walking through the park, visitors were immersed in history, art, and entertainment in exact locations where such historic events took place. Over 50 codes were placed throughout the park creating a board game-‐like atmosphmere with phones as the controllers. At each informational stop visitors had the option to share photos, posts, videos or comments online through their own social networking sites like Facebook and Twitter. People began sharing their adventures in the park and word spread quickly. With little promotion from Central Park Tourism, news spread virally of the new interactive outdoor museum at the park. More than 1,800 visitors explored the interactive codes at the park that weekend. “Visitors unlocked park secrets, famous movie scenes, views from the 1800's, and even hunted for a real world Shakespeare in the park.” 40 “The World Park gave New York City’s Central Park a voice, a new medium to speak through and created a new way for tourists to interact with this iconic landmark.” 40 It encouraged participation through technology. The campaign made it easy for visitors and locals to spread the word, but allowed them the freedom to share whichever bits of information they found most compelling. The scene was set for an adventure, but there were no limits to the possibilities that could accure. If 50 percent of Millennials trust online reviews while trust in advertising continues to plummet, conversation that happens among travelers is more 46 important to a destination than its own marketing promotion. In order to encourage conversation, DMOs must make content readily available and easy to share online. 47 as (Source: “The World Park—New York’s Central Park Tourism.” TheWorldPark. Web. http://theworldpark.com/campaign/) Enable Brand Advocates Perhaps the most vital component to a destination’s online success is a core group of advocates who are willing to share their love of the destination with their online communities. As learned throughout this examination of Millennial travelers, it is more important to have a fellow travelers post positive reviews online than it is to disseminate the same information through traditional sources such as advertising and P.R. The first step for DMOs will be to find those advocates. If DMOs have not done a basic search of their destination on popular social media sites (Facebook, Twitter, FourSquare, Instagram, Pinterest, Technorati), this will provide great insight and serve as a starting point. If people are choosing to visit a destination, then there are already people recommending that destination – and many of those people are online. Rather than superficially enticing locals to 48 speak highly of a city, why not harness the momentum of people who are already in love? I recently found a Los Angeles-‐based blog titled Caroline on Crack. Caroline is a Northern California-‐born blogger (no, she’s not on crack) who has, in the past five years, fallen in love with Los Angeles. She writes about hikes with the best views, events happening all over the city, and she publishes an annual list of her top 10 favorite cocktails. Caroline hasn’t always loved L.A. In fact, when she first moved to the city, she hated it. But after a decade of living and working in L.A., she has come to love the city’s rich diversity and culture. Caroline is an ideal brand advocate for the city of Los Angeles. She doesn’t always post positive reviews. If she goes to a bar that serves her a terrible drink, she’ll say so in her blog – and she’ll warn readers in her “places I’ll never show my face” column. But that’s what makes her such a great advocate. She’s honest and genuine and she’s always talking about L.A. Understanding Millennial travelers is the first step in creating meaningful relationships with them online. DMOs will benefit from listening to what these online communities are saying. They will tell much of what your city’s assets are and they’ll often tell a better story than the DMO could ever tell. DMOs should be willing to contribute, but also willing to cede control. Not all of what advocates have to say will be positive, but there is always a lesson to be learned. Why not incorporate their stories into the destination’s stories. Earn advocates’ trust with strong communication and willingness to participate. Remember, they are the ones 49 visitors want to hear from, not a big marketing team from the DMO. 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Written by Charlene Li and Josh Bernoff. Copyright 2008 Forrestor Research, Inc. 51 “Know the Code.” Visit Las Vegas. Web. www.VisitLasVegas.com/knowthecode Lasch, Chrispoher. “The Culture of Narcissism: American Life in an Age of Diminishing Expectations.” Copyright 1979. Published by W.W. Norton & Company, Inc. Lasch, Chrispoher. “Enough About You.” Utne Reader. May-‐June 2011. Pages 36-‐43. Li, Charlene and Bernoff, Josh. “Groundswell: Winning a World Transformed by Social Technologies.” Copyright 2008. Forrestor Research, Inc. May, Kevin. “Consumers failing to let go of social media even when on holiday.” 7 July 2011. Web. http://www.tnooz.com/2011/07/07/news/consumers-‐failing-‐to-‐ let-‐go-‐of-‐social-‐media-‐even-‐when-‐on-‐holiday/ “Meet the Millennials.” PGAV Destinations Research: 2011. Page 5. http://www.pgavdestinations.com/images/insights/Meet_the_Millennials.pdf “Millenials – A Portrait of the Next Generation.” Pew Research Center. February 2010. Page 1. “Most Travelers Own a Smartphone… Now What?” PhocusWright. 9 February 2012. Web. http://www.phocuswright.com/research_updates/most-‐travelers-‐own-‐a-‐ smartphone-‐now-‐what O’Leary, Noreen. “McCann on Millennials, Social Media and Brands: Study finds brands should follow the top five traits young people look for in social friends.” AdWeek. 8 June 2011. Web. http://www.adweek.com/news/advertising-‐ branding/mccann-‐millennials-‐social-‐media-‐and-‐brands-‐132289 “Pew Research Center’s Internet & American Life Project Spring Tracking Survey.” Pew Research Center. 26 April – 22 May 2011. PGAV Destinations Research: Meet the Millennials. 2011. Page 2. http://www.pgavdestinations.com/images/insights/Meet_the_Millennials.pdf “PR Blotter.” Public Relations Tactics Magazine. June 2011. Page 4 “Smarter Meetings, Strategic Thinking.” Southern California Meetings & Events Magazine. Spring 2011. Pages 40-‐42. Web. http://californiameetingsandevents.imirus.com/Mpowered/book/vscme11/i4/p1 52 “Social Media in Travel 2011: Traffic, Activity and Sentiment.” PhocusWright. July 2011. Page 7. “Social Media ROI: Fact of Fiction?” PhocusWright. Published 2010. Pages 8-‐9 “States cut back on efforts to draw tourists.” USA Today Travel. August 2011. Web. http://travel.usatoday.com/news/story/2011/08/States-‐cut-‐back-‐on-‐efforts-‐to-‐ draw-‐tourists/49757128/1 “Technology.” Southern California Meetings & Events Magazine. Spring 2011. Page 40. Web. http://californiameetingsandevents.imirus.com/Mpowered/book/vscme11/i4/p1 “The 2010 Traveler’s Road to Decision.” Google Think Insights. 1 October 2010. Web. http://www.thinkwithgoogle.com/insights/library/studies/travelers-‐road-‐to-‐ decision-‐2010/ “The World Park—New York’s Central Park Tourism.” TheWorldPark. Web. http://theworldpark.com/campaign/ “Tourism Budgets Are Slashed Nationwide.” MediaPost.com. 1 June 2010. Web. http://www.mediapost.com/publications/article/129003/ “Traveler Technology Survey 2010 and 2011.” PhocusWright. October 2011. Page 6 “US Companies Using Social Media Tools for Marketing Purposes.” eMarketer. November 1, 2010. Web. http://www.emarketer.com/docs/eMarketer_11_Trends_for_2011.pdf “VisitBritain Tagets Gen Y Travelers Via Social Media App.” LuxuryDaily. 2 March 2011. Web. http://www.luxurydaily.com/visitbritain-‐targets-‐gen-‐y-‐travelers-‐via-‐ social-‐media-‐app/ Weiner, Eric. “Slum Visits: Tourism or Voyeurism?” New York Times. 9 March 2008. Web. http://travel.nytimes.com/2008/03/09/travel/09heads.html?pagewanted=all “When They Get There (and Why They Go) Activities, Attractions, Events and Tours.” PhocusWright. October 2011. Pages 22-‐27 53 Appendices Appendix A: Survey Results In order to further detail Millennials travel preferences, I conducted primary research by surveying 100 people ranging in age from 18-‐30, who had traveled at least once in the past two years. Following are the results of that survey. Gen Y Travelers Last Modified: 02/01/2012 1. What is your age? # Answer Response % 1 Under 18 5 5% 2 18-‐30 101 92% 3 31-‐40 2 2% 4 41+ 2 2% Total 110 100% 2. What is your gender? # Answer Response % 1 Male 22 22% 2 Female 80 78% Total 102 100% 54 3. How many times have you vacationed at least 30 miles from home in the last 2 years? # Answer Response % 1 Have not vacationed in the last 2 years 4 4% 2 1 time 4 4% 3 2 times 14 14% 4 3 times 20 20% 5 4 or more times 60 59% Total 102 100% 4. Which of the following Internet-accessible devices do you own? # Answer Response % 1 Cell Phone 98 100% 2 Laptop Computer 95 97% 3 Desktop Computer 18 18% 4 Tablet (iPad) 37 38% 5 None of the above 1 1% 55 5. How often do you use an Internet-accessible device? # Answer Response % 1 Never 0 0% 2 Rarely 0 0% 3 Sometimes 0 0% 4 Quite Often 6 6% 5 Very Often 90 94% Total 96 100% 6. Was the trip out of the country? # Answer Response % 1 Yes 32 33% 2 No 66 67% Total 98 100% 7. Did you use the Internet to plan your vacation? # Answer Response % 1 Yes 83 85% 2 No 15 15% Total 98 100% 8. Did you consult a review site (TripAdvisor, TravelPost, Virtual Tourist) to plan your vacation? # Answer Response % 1 Yes 29 36% 2 No 51 64% Total 80 100% 56 9. Did you book tickets on an online travel agency (Expedia, CheapTickets, Hotels.com, Orbitz, Priceline, Travelocity)? # Answer Response % 1 Yes 50 63% 2 No 30 38% Total 80 100% 10. Did you read a review from an online travel agency (Expedia, CheapTickets, Hotels.com, Orbitz, Priceline, Travelocity)? # Answer Response % 1 Yes 39 50% 2 No 39 50% Total 78 100% 11. Did you ask friends on Facebook, Twitter, or another social platform for advice about your trip? # Answer Response % 1 Yes 41 51% 2 No 39 49% Total 80 100% 12. Did you have access to the Internet while on vacation?” # Answer Response % 1 Yes 88 94% 2 No 6 6% Total 94 100% 57 13. Did you use an Internet-accessible device while on vacation? (computer, phone, tablet) # Answer Response % 1 Yes 89 95% 2 No 5 5% Total 94 100% 14. Did you use an app while on vacation? # Answer Response % 1 Yes 63 67% 2 No 31 33% Total 94 100% 15. Did you use a QR code while on vacation? (those fuzzy black boxes that, when scanned, provide information) # Answer Response % 1 Yes 7 7% 2 No 87 93% Total 94 100% 16. Did you take a guided tour while on vacation? # Answer Response % 1 Yes 22 24% 2 No 71 76% Total 93 100% 58 17. This app creates an itinerary for your trip based on your travel preferences. It reminds you when and where you are scheduled for meals, tours and other events. It also guides you to each stop along the way. How likely would you be to use this app before or during a trip? # Answer Response % 1 Very Unlikely 8 9% 2 Unlikely 10 11% 3 Undecided 21 23% 4 Likely 37 40% 5 Very Likely 16 17% Total 92 100% 18. This app allows you to watch videos and read reviews about restaurants, hotels, attractions and more. You can also book reservations directly from the app. How likely would you be to use this app before or during a trip? # Answer Response % 1 Very Unlikely 7 8% 2 Unlikely 7 8% 3 Undecided 14 15% 4 Likely 52 57% 5 Very Likely 12 13% Total 92 100% 59 19. This is an app that provides interesting facts about your location. It might show you a video about a film that was shot in your hotel or a statistic about how many people visit this spot every year. How likely would you be to use this app before or during a trip? # Answer Response % 1 Very Unlikely 4 4% 2 Unlikely 10 11% 3 Undecided 20 22% 4 Likely 44 48% 5 Very Likely 13 14% Total 91 100% 20. This app includes all features from the previous apps: itineraries, reviews, and interesting facts. It also allows you to find popular events in your area and tells you where the closest hospital or police station is located. How likely would you be to use this app before or during a trip? # Answer Response % 1 Very Unlikely 5 5% 2 Unlikely 4 4% 3 Undecided 10 11% 4 Likely 41 45% 5 Very Likely 32 35% Total 92 100% 60 21. If you checked-in using Facebook at a hotel or restaurant, how likely would you be to allow them to take your photo and tag you in it? # Answer Response % 1 Very Unlikely 34 36% 2 Unlikely 23 24% 3 Undecided 15 16% 4 Likely 20 21% 5 Very Likely 2 2% Total 94 100% 22. If you were given a small video camera on loan while visiting an attraction like Disneyland or The Eiffel Tower, how likely would you be to film your time at the attraction and allow the video to be posted to your Facebook or Twitter account? # Answer Response % 1 Very Unlikely 23 25% 2 Unlikely 27 29% 3 Undecided 14 15% 4 Likely 25 27% 5 Very Likely 4 4% Total 93 100% 61 23. Upon leaving a hotel or activity, if prompted, how likely would you be to leave a review on a travel review site such as TripAdvisor or TravelPost? # Answer Response % 1 Very Unlikely 23 25% 2 Unlikely 20 22% 3 Undecided 23 25% 4 Likely 21 23% 5 Very Likely 6 6% Total 93 100% 62 Appendix B: Interview Transcripts Transcript of Interview: Jennifer Miner, Blogger, Vacation Gals from: Amber Rich ambernrich@gmail.com to: socalgal@thevacationgals.com date: Tue, Jan 3, 2012 at 6:06 PM subject: Interview for Thesis? mailed-‐by: gmail.com Hi Jennifer My name is Amber Rich and I am a graduate student of public relations at the University of Southern California. I've read your blog for several months now and I'm interested in learning more about your travels and how you develop your stories. I also work at LA INC. The Los Angeles Convention and Visitors Bureau, so I've come across several of your stories at work (Hogwarts at Hollywood story was great!). I am writing my thesis on Gen Y travelers and I'm hoping that I can ask you a few questions. If you're willing, I would email the questions. It should only take a few minutes and I would greatly appreciate your help. Thank you, -‐-‐ Amber N. Rich ambernrich@gmail.com arich@usc.edu 213.273.3000 63 from: Jennifer Miner jenhahaha@gmail.com to: Amber Rich <ambernrich@gmail.com> date: Tue, Jan 3, 2012 at 7:40 PM subject: Re: Interview for Thesis? mailed-‐by: gmail.com signed-‐by: gmail.com Amber, This is no problem at all -‐-‐ just send over the questions, and I'll get them back to you when I can. Tell Carol M. and Bill Karz hi. Truly, Jennifer from: Amber Rich ambernrich@gmail.com to: Jennifer Miner <jenhahaha@gmail.com> date: Wed, Jan 4, 2012 at 4:30 PM subject: Re: Interview for Thesis? mailed-‐by: gmail.com Great, thank you! I'll tell Carol and Bill you said hi. Here are the questions: 1. If you have questions about a destination, how do you find the information? Do you ever contact the destination’s marketing organization (i.e. the Convention and Visitors Bureau)? 2. Do destinations pitch potential story ideas to you, like they do for traditional newspapers and magazines? 64 3. If so, what tactics are the most successful? 4. How could a Destination Marketing Organization (DMO) assist you in writing a story? 5. Has a DMO ever helped prepare you for a trip; for example, assisted in booking a hotel room or an attraction for you? If not, would you accept their assistance? 6. Do you use an Internet-‐accessible computer, tablet or phone while traveling? 7. Have you, or would you, use an app while traveling? 8. Have you, or would you, use QR codes while traveling? 9. Do you have any advice for a soon-‐to-‐be graduate of public relations working in the travel industry? Thank you very much for your time! I know you're busy and I appreciate your help. -‐-‐ Amber N. Rich ambernrich@gmail.com 213.273.3000 from: Jennifer Miner jenhahaha@gmail.com to: Amber Rich <ambernrich@gmail.com> date: Thu, Jan 5, 2012 at 11:34 AM subject: Re: Interview for Thesis? mailed-‐by: gmail.com 1. I usually check the website first. If it doesn't answer my question, I'll email or call the CVB. The last time I did this was for Volcanoes National Park on the Big Island, 65 and the woman who answered my phone told me what I needed to know. 2. Yes, but these only started coming my way when my blogs became successful. I doubt they'd waste their energy on blogs that only get a thousand page views a month total. 3. The most successful tactic hands down is offering a unique angle to me, such as an interview with someone important (since I come up with the questions, the piece will be much more original). Example from just this week; http://thevacationgals.com/egypt-‐and-‐greece-‐travel-‐with-‐adventures-‐by-‐disney/ It's win-‐win. 4. See #3. Unique angle, individual tour, etc. 5. Yes, absolutely. And I gratefully accept the assistance, and disclose in the resulting blog post. 6. Yes, yes, yes. A thousand times yes! The only two times I haven't, I was on eco-‐ trips in Alaska and Costa Rica where there literally wasn't any internet connection. 7. Yes I use apps. 8. I've never used a QP code, however, my husband has done this. 9. Sure -‐-‐ be genuine and authentic as much as possible when using social media. In other words, interact with people on Twitter/FB, don't just schedule auto-‐tweets. Hope this helps! Good luck with your thesis, you can quote me by name if you like, and follow-‐up with any questions. Jen 66 from: Amber Rich ambernrich@gmail.com to: Jennifer Miner <jenhahaha@gmail.com> date: Sat, Jan 7, 2012 at 1:02 PM subject: Re: Interview for Thesis? mailed-‐ by: gmail.com Thanks again Jennifer! I'm interviewing a two or three other people, but I may get back to you this week with a few follow-‐up questions if you're up for it. Thanks for your time! -‐-‐ Amber 67 Transcript of Interview: Jane Meighan, Blogger & Founder, RunAwayJane from: Amber Rich ambernrich@gmail.com to: runawayjane@hotmail.co.uk date: Tue, Jan 3, 2012 at 5:58 PM subject: Interview for Thesis? mailed-‐ by: gmail.com Hi Jane My name is Amber Rich and I am a graduate student of public relations at the University of Southern California. I found your blog on Technorati and I'm interested in learning more about your travels and how you develop your stories. I am writing my thesis on Gen Y travelers and I'm hoping that I can ask you a few questions. I'm impressed with the work you've done -‐ especially considering that we're nearly the same age! If you're willing, I would email the questions. It should only take a few minutes and I would greatly appreciate your help. Thank you, -‐-‐ Amber N. Rich ambernrich@gmail.com arich@usc.edu 213.273.3000 68 from: Jane Meighan runawayjane@hotmail.co.uk to: arich@usc.edu date: Tue, Jan 3, 2012 at 9:25 PM subjec t: RE: Interview for Thesis? Hi Amber Sure, no problem. What questions do you have for me, and I'll try to answer them for you? Thanks Jane Websites: Runaway Jane | Jane's Guide To Scotland | Living in a Hostel | Make Money As You Travel Twitter: @runawayjane @livinginahostel Facebook: Runaway Jane's Facebook Page StumbleUpon: Runaway Jane's StumbleUpon Page Skype: weeejane from: Amber Rich ambernrich@gmail.com to: Jane Meighan <runawayjane@hotmail.co.uk> date: Wed, Jan 4, 2012 at 4:31 PM subject: Re: Interview for Thesis? mailed-‐ by: gmail.com 69 Great, thank you! Here are the questions: 1. If you have questions about a destination, how do you find the information? Do you ever contact the destination’s marketing organization (i.e. the Convention and Visitors Bureau)? 2. Do destinations pitch potential story ideas to you, like they do for traditional newspapers and magazines? 3. If so, what tactics are the most successful? 4. How could a Destination Marketing Organization (DMO) assist you in writing a story? 5. Has a DMO ever helped prepare you for a trip; for example, assisted in booking a hotel room or an attraction for you? If not, would you accept their assistance? 6. Do you use an Internet-‐accessible computer, tablet or phone while traveling? 7. Have you, or would you, use an app while traveling? 8. Have you, or would you, use QR codes while traveling? 9. Do you have any advice for a soon-‐to-‐be graduate of public relations working in the travel industry? Thank you very much for your time! I know you're busy and I appreciate your help. -‐-‐ Amber N. Rich ambernrich@gmail.com 213.273.3000 from: Jane Meighan runawayjane@hotmail.co.uk 70 to: ambernrich@gmail.com date: Fri, Jan 6, 2012 at 8:01 AM subject: RE: Interview for Thesis? mailed-‐ by: hotmail.co.uk Hi Amber Below are the answer to my questions. 1. Generally speaking I don't contact a destinations marketing organization if I have questions about a destination. I usually use social networking sites such as twitter to ask my peers and people who may be experts in a destination (but remain independent) for advice on how I should spend my time there. I only contact a destinations marketing organizations if a) I am looking to work with them on promoting a destination, or b) It is quite an obscure destination that not a lot of people have visted, and I therefore can not find the information through my peers. 2. Yes, I get a lot of proposals each month pitching ideas to me in the same way as traditional newspapers and magazines do. The only main difference is that the prices tend to differ with advertising online than they would with in traditional print media. 3. Short and to the point. 4. They could provide me with great imagery to use along side my articles, although the best way for them to help me write good content is to provide me with opportunities to explore their destination. This usually comes in the form of a press trip. 71 5. On press trips they provide accommodation and attractions free of charge, so in that way they are provided assistance, but in my experience it hasn't been for private trips (although I have heard they have done so with other bloggers in recent months). 6. I always have a computer with me. It would be impossible for me to work and travel at the same time without it. Computers in internet cafes are often old and use outdated software. I also have a lot of programmes on my computer which I have downloaded and/or purchased that I need for work, so if I want to run my business properly having a computer is essential. I don't have a tablet as I don't like touch screens for typing, but I do have a phone mostly used for tweeting. 7. I use basic apps to access my social media profiles quickly on my phone, as well as for things like Google Maps. I don't currently use any more advanced apps, however I am interested in engaging mroe with apps in general to further my work and interests. For instance the iPhone GeoTravel app is something which has recently sparked my interest. 8. I have yet to use QR codes while travelling, and at this moment can see no real need for me to do so, however I am always open to using any tools in the future which may help my business. 9. If a PR graduate wants to work specifically in the travel industry I'd undoubtedly say get some travel experience under your belt first. Travel as much as you can. In order to know what consumers want and how to engage with them you need to put yourself in their shoes first. Find out what makes them tick, and what attracts them to certain destinations. The only way to truely do this is to have travelled yourself. Also, start a blog. I've been offered many PR related jobs since I started my blog 2 72 years ago. It has allowed me to work with many high profile travel companies in Europe. My blog has also allowed me to learn a lot of PR skills first hand from the point of view of getting my own brand message across. Be aware of social trends, and be sure to draw influences from other industries that may have been successful with techniques elsewhere that could be something new to travel industry that you bring. Thanks Jane 73 Transcript of Interview: Caz and Craig, Bloggers & Founders, yTravelBlog.com Amber Rich (www.facebook.com/ambernrich) wrote: Hi Caz and Craig My name is Amber Rich and I am a graduate student of public relations at the University of Southern California. I've found your blog on Technorati and I'm interested in learning more about your travels and how you develop your stories. I am writing my thesis on Gen Y travelers and I'm hoping that I can ask you a few questions. If you're willing, I would email you 5-‐10 short questions. It should only take a few minutes and I would greatly appreciate your help. Thank you, -‐-‐ Amber N. Rich ambernrich@gmail.com arich@usc.edu 213.273.3000 from: Caz and Craig Makepeace admin@ytravelblog.com reply-‐to: admin@ytravelblog.com to: Amber Rich <ambernrich@gmail.com> date: Tue, Jan 3, 2012 at 6:26 PM subject: Re: Contact Form Results 74 mailed-‐ by: ytravelblog.com Sure thing Amber! Thanks for asking from: Amber Rich ambernrich@gmail.com to: admin@ytravelblog.com date: Tue, Jan 3, 2012 at 6:45 PM subject: Re: Contact Form Results mailed-‐by: gmail.com Great, thank you! 1. If you have questions about a destination, how do you find the information? Do you ever contact the destination’s marketing organization (i.e. the Convention and Visitors Bureau)? 2. Do destinations pitch potential story ideas to you, like they do for traditional newspapers and magazines? 3. If so, what tactics are the most succesful? 4. How could a Destination Marketing Organization (DMO) assist you in writing a story? 5. Has a DMO ever helped prepare you for a trip; for example, assisted in booking a hotel room or an attraction for you? If not, would you accept their assistance? 6. Do you use an Internet-‐accessable computer, tablet or phone while traveling? 7. Have you, or would you, use an app while traveling? 8. Have you, or would you, use QR codes while traveling? 9. Do you have any advice for a soon-‐to-‐be graduate of public relations 75 working in the travel industry? Thank you very much for your time! I know you're both busy and I appreciate your help. -‐-‐ Amber N. Rich ambernrich@gmail.com 213.273.3000 from: Caz and Craig Makepeace admin@ytravelblog.com reply-‐to: admin@ytravelblog.com to: Amber Rich <ambernrich@gmail.com> date: Fri, Jan 6, 2012 at 1:09 PM subject: Re: Contact Form Results mailed-‐ by: ytravelblog.com i have attached the answers to your questions. Good luck with everything! (Attachment) 1. If you have questions about a destination, how do you find the information? Do you ever contact the destination’s marketing organization (i.e. the Convention and Visitors Bureau)? 76 2. I mostly research other travel blogs or Lonely Planet guides. I usually contact the DMO’s when I arrive in a place. I pop into the centre and grab a few brochures or ask any questions I have. 3. Do destinations pitch potential story ideas to you, like they do for traditional newspapers and magazines? No. They only contact to ask if I want to go on a blog/press trip and have the itinerary outlined already. They’ve never discussed potential story ideas, which I would find valuable as it would help give me direction. 3. If so, what tactics are the most succesful? 4. How could a Destination Marketing Organization (DMO) assist you in writing a story? Give me the objectives they are trying to reach. Provide facts for me, websites, required information and images. The best thing they can do is once the article is published on my blog is to help promote it. They should be tweeting it, putting it on their fanpage, and even leaving some comments on the post. This can only benefit them in bringing more exposure, but there has not been one DMO that has done it yet. 5. Has a DMO ever helped prepare you for a trip; for example, assisted in booking a hotel room or an attraction for you? If not, would you accept their assistance? Yes, DMO’s have done this quite a lot. We’ve received help with flights, accommodation, transport and attractions. 77 6. Do you use an Internet-‐accessable computer, tablet or phone while traveling? I use a lap top and a smart phone. We will soon have a tablet as well. 7. Have you, or would you, use an app while traveling? Yes. We use a lot of photography apps and are now investigating other useful apps we can use while travelling 8. Have you, or would you, use QR codes while traveling? I don’t know a lot about these, but if they make my life easier, I would use them. 9. Do you have any advice for a soon-‐to-‐be graduate of public relations working in the travel industry? The travel industry is on the brink of great change, yet is still behind how other industries have embraced this new media era. My advice is to be open and willing to move into this era and be a pioneer. Don’t be stuck in the old way of doing things or you will remain there. Change will happen, it is best to be at the front of it rather than behind.
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Asset Metadata
Creator
Rich, Amber N.
(author)
Core Title
Generating valuable content for a destination in order to reach a new generation of travelers
School
Annenberg School for Communication
Degree
Master of Arts
Degree Program
Strategic Public Relations
Publication Date
05/05/2012
Defense Date
05/04/2012
Publisher
University of Southern California
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Tag
app,blog,destination,facebook,Marketing,millennial,OAI-PMH Harvest,social media,Travel,traveler,Twitter
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English
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Thorson, Kjerstin (
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ambernrich@gmail.com,arich@usc.edu
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Tags
app
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