Monthly Archives: January 2017

Link Friday: The Super Bowl LI edition

Posted on Thursday, January 26, 2017 by Kate

Just because our beloved Packers aren’t in the Super Bowl again this year doesn’t mean you can just walk away and ignore it. If you’re a marketer, it’s worth your time.

• In 1967, a 30 second spot during the Super Bowl cost $42K. Fifty years later, the cost is 119 times that at over $5 million.
• Snickers is trying something new this year – the first live Super Bowl ad. Whaaaat?
• Some of this year’s commercials have already been leaked, check them out here.
• So it’s probably safe to say you won’t be buying any ad time during the big game. Here are a few alternate strategies you could learn from instead.
• Or is it better to just avoid the hype entirely? One company says yes.

Travel’s Food Focus

Posted on Friday, January 13, 2017 by Alan

If you feel like you’re seeing more pictures of plates than attractions when perusing a friend’s vacation album, you’re not alone. Food tourism has caught the interest of many of the big players in the travel industry due to a revival of culinary tourism. Eating out on vacation is practically unavoidable, and tourists are seeking out the local favorites and unique dining experiences of the places they visit.

Whether we owe it to Instagram and millennials or just the eventual resurfacing of past trends, it’s unclear, but the effect is widespread. The U.S. Embassy just launched a campaign targeting Chinese tourists to the U.S., asking them to share their vacation photos of food from the five continental cultural regions. Men’s culture magazine GQ created a new section called T&E, or Travel & Eats, which they launched with the help of Nashville Tourism.

Travel experts at Skift seem to point to the new burgeoning generation of young adults and their sense identity: “Millennials are now viewing food as important to define their character as the clothes they wear. We are seeing something that is a fundamental shift in people’s food and dining.”

Note that this trend goes beyond fine dining or so-called “foodie” experiences. Food is a gateway to community culture, an indicator of authentic experience. Skift also cites a study where “eighty percent of Chinese travelers would like to book a meal in a stranger’s house, because they want to see how people live and want to meet people. Food is sometimes the excuse for the journey, of the whole experience.”

To adapt to this new trend, we recommend stocking your library with the very best food pictures – the ones that capture your destination at its tastiest. What unique dishes does your destination offer? Where do the locals like to hang? Do you have the photography to feature these assets? You’ll want to showcase these things and what people love about them, especially on social media, Google reviews, and food-rating sites like Plan food-focused photo shoots to capture this increasingly popular traffic driver. You might be surprised to see who shows up for dinner!

Link Friday: The 2017 Travel Outlook Edition

Posted on Thursday, January 12, 2017 by Kate

All we knew for sure in 2016 was we wanted it to be over. Well, it’s 2017 now and it’s time to take a look at what the world of travel holds for us in this brand new year.

  • A third of American adults are up for taking more time off in 2017, compared to last year. One of the trends you can expect is more “last-chance” trips to places that are on the brink thanks to climate change. Womp, womp.
  • 2017 could be a year of changes when it comes to travel. Check out this article that lays out what you’ll see different in airplanes, airports, theme parks and hotels.
  • Vogue says “transformational travel” will be the hot travel trend this year. They define it as, “travel motivated and defined by a shift in perspective, self-reflection and development, and a deeper communion with nature and culture.” Read more about this zen trend here.
  • Other things you’ll see in 2017: lower airfares (but higher added on fees), continued growth of Airbnb type lodging, and bargains to Europe (so long as the euro continues its struggles).