The Engaged Traveler s Perspective. Laura Begley Bloom Executive Editor Yahoo Travel
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1 The Engaged Traveler s Perspective Laura Begley Bloom Executive Editor Yahoo Travel 1
2 The Engaged Traveler s Perspective PRESENTED BY Laura Begley Bloom, Executive Editor, Yahoo 2014 Confidential & Proprietary. 2 2
3 Yahoo Travel: The Digital Gateway for Global Adventurers Yahoo 2014 Confidential & Proprietary. 3 3
4 The #1 Visited Travel Content Site: 12.8 Million Monthly Users Named Gold Prize Winner for Commercial/Publication Travel Blog by NATJA (North American Travel Journalists Association) 12.8M 5.9M 5.6M Traffic has grown 46% since launch 3.1M 2.6M 2.5M 2.4M Yahoo 2014 Confidential & Proprietary. 4 4
5 Engaging Articles, Videos, and More ARTICLES VIDEOS CONTENT THEMES Yahoo 2014 Confidential & Proprietary. 5 5
6 Connecting With Our Audience REAL TRAVEL Social Media speaks of personal stories PASSENGER SHAMING Social Media Takes on the Rudest Passengers in the Air Yahoo 2014 Confidential & Proprietary. 6 6
7 But Enough About Us... How can you connect with the modern traveler throughout the travel cycle? Yahoo 2014 Confidential & Proprietary. 7 7
8 Hospitality is the second oldest profession in the world, but there s been more innovation in the first. Anonymous Yahoo 2014 Confidential & Proprietary. 8 8
9 How do you connect with your guests in innovative ways that go beyond an asking about preferences for newspapers and pillows, then a survey after checkout? Yahoo 2014 Confidential & Proprietary. 9 9
10 We offer a pre-arrival concierge. Once the guest checks in, they are in the hands of hotel management, though they do send out a follow-up comment card/survey communication with the guests after their stay. Anonymous We send a survey prior to make sure we know as much as possible about each guest to provide individualized attention. Anonymous Yahoo 2014 Confidential & Proprietary
11 The Competition is Fierce Yahoo 2014 Confidential & Proprietary
12 Social is Changing Everything 80% of adults are on social 40% post status updates Yahoo 2014 Confidential & Proprietary
13 Mobile is Changing Everything FACT Globally, more people have access to a mobile phone than to a toilet... or a toothbrush. Yahoo 2014 Confidential & Proprietary
14 Mobile is Changing How Travelers Research Vacations When Yahoo surveyed users who had booked travel in the last year, digital sources were the most influential: 1 Online/PC 2 Family & Friends* 3 Smartphone* 4 Tablet* 5 Magazines/ Newspapers Books TV Radio Travel Agent Yahoo 2014 Confidential & Proprietary
15 Mobile is Changing the Way People Book Trips 1 in 4 participants in our travel study booked a trip on their mobile device: PC/Laptop Smartphone Tablet Travel Agent 15% 28%* 25% 15% *Indicates an even higher score among millennials 15 Yahoo 2014 Confidential & Proprietary. 15
16 Millennials are a large and powerful generation Almost 50% of US workforce by Trillion USD annually in the US and account for 30% of retail sales by Forbes 2012 / 2Mintel Marketing to Millennials Yahoo 2014 Confidential & Proprietary. 16
17 The Millennial Mindset Most inwardly focused generation, more focused on their own success, happiness, and enjoyment than previous generations Relative to previous generations, millennials are more likely to spend their money on experiences vs. material items 87% Say their smartphone never leaves their side Yahoo internal data, September Yahoo 2014 Confidential & Proprietary. 17
18 This Year Will See the Arrival of Millennial-Focused Brands + Yahoo 2014 Confidential & Proprietary
19 Yahoo 2014 Confidential & Proprietary
20 We live in an era of blurred lines and high expectations. -Perry Hewitt, Harvard Yahoo 2014 Confidential & Proprietary
21 Personalize THE BAR IS HIGH: What do you know about your consumer and how do you surface that information? Yahoo 2014 Confidential & Proprietary
22 22 Source: Image from Westin Grand Cayman Resort Website Yahoo 2014 Confidential & Proprietary. 22
23 Yahoo 2014 Confidential & Proprietary
24 Yahoo 2014 Confidential & Proprietary
25 jetblue Yahoo 2014 Confidential & Proprietary
26 Four Seasons Yahoo 2014 Confidential & Proprietary
27 GoPro / Marriott Yahoo 2014 Confidential & Proprietary
28 Anantara Yahoo 2014 Confidential & Proprietary
29 Towers of the Waldorf Astoria: The Jackies Source: Image byjonathan Stas 29 Yahoo 2014 Confidential & Proprietary. 29
30 Recognize That Wifi is Oxygen for Travel Yahoo 2014 Confidential & Proprietary
31 Be Inspiring: The Importance of Staging Houses that are staged sell the "idea" of what it's like to live there Houses that aren't staged are just empty rooms, making less of an emotional connection Travel needs to be equally "staged Yahoo 2014 Confidential & Proprietary
32 Yahoo 2014 Confidential & Proprietary
33 21C Hotels Yahoo 2014 Confidential & Proprietary
34 Provide Sharable Content to Your Guests About the Trip Before They Travel 42% of all travel spending takes place in the anticipating stage Yahoo 2014 Confidential & Proprietary
35 Micato Safaris Source: Image from Micato Safaris Hemingway Wing Brochure 35 Yahoo 2014 Confidential & Proprietary. 35
36 Create Community Yahoo 2014 Confidential & Proprietary
37 Porsche Yahoo 2014 Confidential & Proprietary
38 The Cruise Industry Yahoo 2014 Confidential & Proprietary
39 Continue the Conversation Yahoo 2014 Confidential & Proprietary
40 Singapore Airlines Yahoo 2014 Confidential & Proprietary
41 Amtrak Yahoo 2014 Confidential & Proprietary
42 Disney Yahoo 2014 Confidential & Proprietary
43 Key Takeaways 1 Get Social 2 Embrace the millennial market 3 Let your guests be your brand ambassadors 4 Create opportunities to share 5 Personalize 6 Innovate Yahoo 2014 Confidential & Proprietary
44 Thank you Laura Begley Bloom February Yahoo 2014 Confidential & Proprietary
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