#etas14 presentation - spencer spellman of expedia
DESCRIPTION
#eTAS14 Presentation - Spencer Spellman of ExpediaTRANSCRIPT
What we’re not selling…
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What we ARE selling…
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And….
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Travel by the numbers
• 3 out of every 4 people post photos to social networking sites from a trip (Four Pillars Hotels).
• 92% of consumers say they trust earned media, such as social media, word of mouth, and recommendations from friends and family, above all other forms of advertising (Four Pillars Hotels).
• 82% of consumers trust a company more if they are involved with social media (Forbes).
• 1 out of 4 travelers read travel blog content to plan trips.
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Tweetables
• Travel isn’t just a transaction. It’s a collection of experiences that live beyond a departure and arrival date.
• What happens on vacation goes on social media…3 out of every 4 travelers to a destination post photos on social media.
• Content is still king. 1 out 4 travelers consult a travel-related blog when planning their travels.
• Social media is social. It is only as strong as the long-term online/offline relationships that result from it.
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The Problem
• A disconnect between travelers being inspired and booking the trip that has inspired them.
• Magazines, newspapers, and television shows have long inspired people to travel, but it’s been left to the traveler to do the heavy lifting of planning and booking a trip.
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The Solution
• Tap into influencers in the online travel community.
• Create a platform in which travelers can both be inspired and book travel all in one place.
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#Expediachat
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Results
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Expedia Viewfinder
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Key learnings
• Incentivizing customers.• Incentivizing influencers/bloggers.• Social media is “social”. It’s only as strong
as the online/offline relationships that result from it.
• Start small and then test and learn.• It’s not about big numbers but the right
numbers.
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Future of travel: 4 M’s
• Mobile• Multimedia• Multiple devices• Millennials
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Tweetables
• Travel isn’t just a transaction. It’s a collection of experiences that live beyond a departure and arrival date.
• What happens on vacation goes on social media…3 out of every 4 travelers to a destination post photos on social media.
• Content is still king. 1 out 4 travelers consult a travel-related blog when planning their travels.
• Social media is social. It is only as strong as the long-term online/offline relationships that result from it.
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