Tourism

Travel Marketing How-To With Google & IPG Media heavyweights

Tara Harrison

Tara Harrison

We were at the Tourism Australia conference yesterday, scribbling plenty of notes from the industry’s best and brightest.

Google made a call back in 2009 to become a mobile first company. Today they have made another call. To become an Artificial Intelligence first company.

“We make big bets as an organisation, we don’t always get them right,” Google Australia/NZ managing director Jason Pellegrino said.

“We are seeing a confluence of two things – device proliferation and machine learning,” Pellegrino said.

Pellegrino criticised the silo approach to marketing travel.

“From a marketing perspective you have to operate in these funnels.”

This paradigm is inaccurate as “we all bounce around”.

The emphasis on reach and conversion is old style marketing, according to Google.

“It’s now moving to two concepts – moving from reach and conversion to attention and assistance,” Pellegrino said.

Reaching people is not hard anymore.

“Converting people is one way but assisting them is where you will get to the heart of what they want to do. That is how we all operate when we step away from marketing,” Pellegrino said.

IPG Media global CEO Henry Tajer addressed the Destination Australia on tourism marketing as well.

Tajer identified a need for sequencing at stakeholder level, with IPG Media statistics showing that a majority of travellers curate and organise themselves from the moment they land.

The travel industry must “take advantage of spontaneous opportunities”.

Planning timeframes are also shrinking.

“The world has ADD, there’s no question… since 2000 we have lost a third of our attention span. 6 seconds is the right measure for attention. You need to land it in 3 seconds,” Tajer said.

IPG Media statistics show that 72% consumers are frustrated with generic marketing and were four times more likely to respond to a personalised message.

An application of this in tourism was the Tennessee Match Maker tourism campaign, which used data to create a personal eight stop pre-roll video based on the viewer’s hobbies and interests.

“Micro targeting can become a mass proposition,” Tajer said.

SEE WHAT PEOPLE ARE SAYING

Leave a Reply

Travel Agents

AFTA and CLIA welcome WA government’s $3m support package for travel agents

While Western Australian agents are breathing a sigh of relief, those in other states and territories have no doubt turned green with envy over this new funding.

Share

CommentComments

Wholesalers

Chimu’s James McAlloon nears finish line of mammoth fundraising trek

Kudos to James for enduring shin splints, exhaustion, sore feet, sunburn, and two weeks of quarantine in a remote South Australian hotel, all for a good cause.

Share

CommentComments

Tourism

Destination NSW marketing boss to join Australian Tourism Data Warehouse as CEO

Jan Hutton is already mulling over embossing or debossing her new business card after snaring the top job at ATDW.

Share

CommentComments

Cruise

Why did Tom Cruise just charter two Hurtigruten ships?

Get ready to have the Mission: Impossible theme song stuck in your head for the rest of the day, because apparently the ships were hired for the latest movie in the franchise.

Share

CommentComments

Hotels

You can now stay in the mansion from The Fresh Prince of Bel-Air

Pull up to your very own kingdom for the night and sit on the throne with this nostalgia-riddled Airbnb listing from The Fresh Prince himself.

Share

CommentComments

Travel Agents

Agent Wrap: AFTA members join National Mobilisation Program, TravelManagers agent celebrates 15 years + MORE

To celebrate the fact that it’s Friday, we’ve made you an extra special Agent Wrap! And it’s not JUST special because we forgot to post one for the past few weeks.

Share

CommentComments

Aviation

Tickets for Qantas’ epic seven-hour scenic flight sell out in 10 minutes!

by Huntley Mitchell

Qantas reckons it’s “probably the fastest-selling flight” in The Flying Kangaroo’s history.

Share

CommentComments

Hotels

Hotel Wrap: W Melbourne on the lookout for 100-plus staff, Preferred welcomes 13 new hotels + MORE

Know a teammate who’s getting behind on the latest news in accommodation? Send them a link to this week’s cracker of a Hotel Wrap.

Share

CommentComments

Wholesalers

“This downtime has really opened our eyes”: GFOB’s Gai Tyrrell on supporting agents (and much, much more)

by Huntley Mitchell

Globus family of brands’ regional boss has shared everything that’s going on with the wholesaling giant right now and in the future with yours truly.

Share

CommentComments

Destinations

Regional Victorians wake to eased travel restrictions

by Christian Fleetwood

Finally, Victoria’s tourism industry has something to cheer about. Let’s hope the Andrews government continues this positive momentum.

Share

CommentComments

Destinations

Tripadvisor names the hottest domestic travel destinations for spring

GOOD NEWS: it looks like Aussie travellers are getting set for a spring fling in the great outdoors! Click here to find out where and how they’ll be travelling.

Share

CommentComments

Cruise

Carnival sells two more ships, cancels more Aussie sailings

Are you looking to purchase your own personal floating city? Well, keep your eyes peeled, because Carnival has accelerated its removal of less-efficient ships.

Share

CommentComments