The Engaged Traveler s Perspective Laura Begley Bloom Executive Editor Yahoo Travel 1
The Engaged Traveler s Perspective PRESENTED BY Laura Begley Bloom, Executive Editor, Yahoo Travel @laurabegley @YahooTravel Yahoo 2014 Confidential & Proprietary. 2 2
Yahoo Travel: The Digital Gateway for Global Adventurers Yahoo 2014 Confidential & Proprietary. 3 3
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
Engaging Articles, Videos, and More ARTICLES VIDEOS CONTENT THEMES Yahoo 2014 Confidential & Proprietary. 5 5
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
But Enough About Us... How can you connect with the modern traveler throughout the travel cycle? Yahoo 2014 Confidential & Proprietary. 7 7
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
How do you connect with your guests in innovative ways that go beyond an email asking about preferences for newspapers and pillows, then a survey after checkout? Yahoo 2014 Confidential & Proprietary. 9 9
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. 10 10
The Competition is Fierce Yahoo 2014 Confidential & Proprietary. 11 11
Social is Changing Everything 80% of adults are on social 40% post status updates Yahoo 2014 Confidential & Proprietary. 12 12
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. 13 13
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 6 7 8 9 Books TV Radio Travel Agent Yahoo 2014 Confidential & Proprietary. 14 14
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
Millennials are a large and powerful generation Almost 50% of US workforce by 2020 1 1.4 Trillion USD annually in the US and account for 30% of retail sales by 2020 2 Forbes 2012 / 2Mintel Marketing to Millennials 2014 16 Yahoo 2014 Confidential & Proprietary. 16
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 2014 17 Yahoo 2014 Confidential & Proprietary. 17
This Year Will See the Arrival of Millennial-Focused Brands + Yahoo 2014 Confidential & Proprietary. 18 18
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We live in an era of blurred lines and high expectations. -Perry Hewitt, Harvard Yahoo 2014 Confidential & Proprietary. 20 20
Personalize THE BAR IS HIGH: What do you know about your consumer and how do you surface that information? Yahoo 2014 Confidential & Proprietary. 21 21
22 Source: Image from Westin Grand Cayman Resort Website Yahoo 2014 Confidential & Proprietary. 22
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jetblue Yahoo 2014 Confidential & Proprietary. 25 25
Four Seasons Yahoo 2014 Confidential & Proprietary. 26 26
GoPro / Marriott Yahoo 2014 Confidential & Proprietary. 27 27
Anantara Yahoo 2014 Confidential & Proprietary. 28 28
Towers of the Waldorf Astoria: The Jackies Source: Image byjonathan Stas 29 Yahoo 2014 Confidential & Proprietary. 29
Recognize That Wifi is Oxygen for Travel Yahoo 2014 Confidential & Proprietary. 30 30
Be Inspiring: The Importance of Staging 1 2 3 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. 31 31
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21C Hotels Yahoo 2014 Confidential & Proprietary. 33 33
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. 34 34
Micato Safaris Source: Image from Micato Safaris Hemingway Wing Brochure 35 Yahoo 2014 Confidential & Proprietary. 35
Create Community Yahoo 2014 Confidential & Proprietary. 36 36
Porsche Yahoo 2014 Confidential & Proprietary. 37 37
The Cruise Industry Yahoo 2014 Confidential & Proprietary. 38 38
Continue the Conversation Yahoo 2014 Confidential & Proprietary. 39 39
Singapore Airlines Yahoo 2014 Confidential & Proprietary. 40 40
Amtrak Yahoo 2014 Confidential & Proprietary. 41 41
Disney Yahoo 2014 Confidential & Proprietary. 42 42
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. 43 43
Thank you Laura Begley Bloom February 24, 2015 @laurabegley @YahooTravel Yahoo 2014 Confidential & Proprietary. 44 44