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Experiential Travel Trends, Crisis Communication & Online Travel Influencers: TPR Weekly Download 6.6.14

Emily Walsh : June 06, 2014

Online Influencers Lead The Way For Brand Advocacy

Social media has given rise to a new generation of online influencers. As a result, these individuals have the capacity to influence other consumers through what is essentially digital word of mouth. According to a recent report on 2014 travel trends, an increased priority is being placed on connecting with influencers and industry experts, especially in the planning stages of travel. Travel companies are now looking to these digital voices as advocates to build brand awareness and boost overall sentiment. Like any working relationship, brands must first begin by targeting the right influencers and then engaging with them online to establish a connection with the brand and ultimately generate earned media, “which has quickly become recognized as the most effective form of media in reaching today’s consumers.” Turner PR recently hosted a group of travel influencers at Travaasa Austin as a component of the experiential resort’s unique male-focused programming offered throughout the month of June. Social Media Strategist, Kristina Zelisko offers this advice for planning an efficient and effective influencer trip.

Utilizing Social Media In Crisis Communications

As the news cycle continues to speed up, social media networks have taken the front seat as the go-to platforms for crisis communications. More genuine than a press release and original enough to support authenticity, brands and influential public figures are more often turning to real-time sharing platforms like Instagram and Twitter to connect directly with fans during crisis situations. When creating crisis plans, brands should incorporate every possible platform for real-time sharing and visual storytelling in order to keep the public updated as the crisis unfolds as well as maintain trust and transparency with loyal fans and followers. Visit Estes Park did just that when devastating floods struck the area last September.

Effective Content Marketing First Speaks To Our Emotions

According to ex-ad exec and author, Simon Sinek, most brands communicate by beginning with the “what” portion of a branded message, eventually working backwards to determine the “how” and “why” they do what they do. When talking about what we do, we’re tapping into the analytical part of the brain that is associated with language and conscious decision-making. Addressing the why and how of a particular message goes beyond human rationale, touching the emotional side of human behavior. The way brands tell a story through content marketing can play a significant role in how the message is received by consumers. To implement this way of thinking, the message must first connect with the audience to explain the why and tap into the emotional aspect of the message. Once the educational groundwork has been laid to create that emotional connection, the message should then address the how and what behind a particular call to action.

The Rise of Experiential Travel

A recent Skift report provides a comprehensive overview of the evolution of adventure travel. The increased interest in local cultural immersion, a personalized travel experience, and integration of technology and social media have forced the creation of a marketing strategy that addresses the rising demand for a more authentic, engaging travel experience. From local tour operators to hotels and tourism offices, top travel brands are now developing service offerings to answer the demand for today’s growing number of adventure-seeking travelers of all ages. Luxury tour operator, Audley Travel, does just that, creating unique and tailor-made for travelers looking for a truly personal and culturally-focused travel adventure.

Facebook Engagement Is Up Despite Declined Organic Reach

It’s not breaking news that brands have experienced a serious drop in organic reach on Facebook over the past few months. The network’s recent algorithm updates are showing content to a smaller number of users. The good news is that a higher percentage of those people reached are actually interested in that content. Ad Age looks at this comparison as a win-win: Advertisers get help targeting their content to the right people and people get a better Facebook experience. In order to work with the algorithm instead of against it, brands can (and should) implement a number of strategies like using paid ads to amplify top performing content, “buying” the right fans through targeting, and most importantly, measuring success based on quality over quantity.

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