UNWTO Online Tourism Campaign

With one billion tourists traveling the world in a single year in 2012, transforming these one billion tourists into one billion opportunities is at the heart of the online campaign launched by UNWTO to celebrate this historic milestone.

Recalling the power of travel and tourism in driving economic growth and sustainable development, the One Billion Tourists: One Billion Opportunities campaign asks the public to vote for the travel tip they believe would have the greatest benefit for the people and places they visit, from using public transport to buying locally, and pledge to follow that tip when traveling.

“Imagine the difference one tourist could make by adopting small changes, from using their towels for more than one day, to hiring a local guide or buying local products. Now imagine if these simple actions were multiplied by one billion; that is the power of one billion tourists,” said UNWTO Secretary-General, Taleb Rifai, launching the campaign at the World Travel Market (WTM) in London.

UNWTO is encouraging all countries and the entire tourism sector to spread the word about the campaign by becoming official campaign partners and hosting their own celebrations on 13 December, raising awareness of the important contribution of one billion tourists, by voting for the best tip, by joining the Thunderclap campaign or sending travelling photos for UNWTO’s One Billion Facebook album.

The campaign will culminate on 13 December when the most popular tip will be revealed and sent out to millions via social media. The date, 13 December, has been chosen as the symbolic arrival day of the one-billionth tourist. While it is impossible to know exactly when and where the one-billionth tourist will arrive, UNWTO forecasts point to December. The arrival of the one-billionth tourist will be celebrated by the UNWTO Secretary-General in Spain, home to UNWTO headquarters.

Source: UNWTO

Study Snapshot: Travel Industry’s Online Sales Rebound

Fees help overcome slowing penetration rate

The market for leisure and unmanaged business travel has had a tough few years, but a rebound is under way. Online sales picked up steam again last year after a drop in 2009.

eMarketer estimates that US online sales of leisure and unmanaged business travel will increase another 8.5% this year to $107.4 billion, up from $99 billion in 2010.

eMarketer benchmarks its US online travel sales projections against figures from PhoCusWright, for which the last full year measured was 2009, and bases its forecast on a meta-analysis of data from several research firms, as well as overall travel industry trends.

The number of US consumers researching and booking travel online is still growing. More than 114 million people will research travel online this year, and 93.9 million will book it.

But the percentage of US internet users doing so has stabilized. The online travel market is now mature, and only modest growth in the percentage of all trips booked online is expected.

Growth in spending is coming largely from a rise in airfares, hotel rates and ancillary fees, which increase the aggregate dollar amount of online bookings.

This year, eMarketer estimates, the average amount each online travel booker will spend is $1,145. That will go up to $1,213 next year.

Mobile travel research and booking is also on the rise. eMarketer expects this less-mature channel to attract 24.6 million travel researchers and 11.8 million bookers this year.

Source: eMarketer.com

Study Snapshot: Mobile Travel Planners Offer Marketers Growing Target

Nearly a third of smartphone users will research travel plans via mobile this year

Smart device apps and mobile-optimized websites are changing the way people travel, from trip planning to boarding an airplane to how they experience destinations. This means new and richer opportunities for marketers to connect with consumers before, during and after their trips.

eMarketer estimates that nearly 25 million US mobile users will research travel information on their mobile devices before making a trip this year. Nearly 12 million will use the mobile channel to book their plans. The vast majority of both groups will be made up of smartphone users.

“Mobile has dramatically altered the travel experience,” said Noah Elkin, eMarketer principal analyst and author of the new report, “Mobile Travel Takes Off: Emerging Trends and Best Practices for Marketers.” “From pre-trip planning to in-flight and on-property services to context- and location-aware destination information, mobile devices promise to transform every phase in the travel process, putting vital information—and new marketing opportunities—within hand’s reach.”

By next year, 34% of smartphone users and 31% of mobile internet users in the US will research travel via mobile. At the same time, 18% of smartphone users and 16% of mobile internet users will book travel the same way.

As consumers integrate their mobile devices into their travel plans, marketers that want to keep pace must develop innovative approaches that fit with their audience’s habits and preferences.

“An integrated, comprehensive approach will serve brands best,” said Elkin. “The more flexibly brands can offer to help their customers manage their travel—using a mobile-optimized website, apps and integration between mobile, online and offline channels—the more effective they will be. Mobile travelers, especially those carrying smartphones, are demanding, and expect suppliers to get it right the first time.”

Source: www.emarketer.com

Study Snapshot: New DMO Media Metrics – What Should I Be Measuring? Part 2

Originally posted in DMAI website: destinationmarketing.org

As a follow up to the previous post on social media metrics, here are a few more social metrics to measure, uncovered as DMAI’s Standard CVB Performance Reporting is updated with online marketing and social media guidelines.

Previously the focus was mainly on DMO measurements for the big social media players such as Facebook and Twitter.  But in this part of metrics mini-series let’s turn the spotlight on to the online marketing stats surveyed DMOs are keeping track of.

Respondents revealed…

  • A majority have gone mobile (or at least mobile friendly), but only 18% are currently utilizing text message marketing.
  • 85% engage in email marketing, with respondents indicating total emails opened (89%), total emails delivered (87%) and email open percent (82%) as the three most important metrics to track.
  • 74% are currently running banner ad campaigns, but only 24% track their conversion rate.
  • Those engaging in search engine/pay-per-click advertising strongly indicate total clicks and click-through rates as the top two stats to monitor.


Study Snapshot: DMAI: New DMO Social Media Metrics – What Should I Be Measuring?

Originally posted in DMAI websitedestinationmarketing.org

Social media has changed the way that DMOs do business. That’s obvious.  What can be a little less straight forward is knowing what metrics you should be measuring and which you should let go.

DMAI recently surveyed members to facilitate updating the industry’s Standard CVB Performance Reporting guidelines to include metrics for online marketing and social media. The updated performance reporting handbook will be available in March (once the DMAI Board has reviewed and approved it).

However, in the meantime, we want to share aggregated stats from the 100 DMOs (worldwide!) who responded to our survey. What activities are DMOs engaging in, and what metrics are they tracking?

Here’s a few of the findings:

  • 96% of respondents have a Facebook Fan Page. Of these, 94% measure ‘likes’, 65% measure active users, and 65% measure page interactions.
  • 89% are on Twitter. 95% of tweeting destinations measure followers, and 60% measure retweets.
  • 3% have a presence on Myspace, an unsurprising find due to the platform’s diminishing user base.
  • Of the 73% of YouTube using DMOs 86% track total views, but only 43% monitor their subscribers.
  • Just over half of DMO respondents blog and noting total blog visits as the single most important metric.