Late last year I spent a few days in Medellin (Colombia). For many people, the name Medellin will be associated with the ultra-violent rule of the cocaine cartel chief Pablo Escobar. In fact, over the last 20 years, Medellin has undergone a remarkable and heartwarming transformation. But that link to Escobar remains through the emergence of tours to key sites associated with him - dark tourism. What is Dark Tourism? The tour is one of a growing body of experiences. Dark tourism is defined as any travel associated with death, suffering, … [Read more...]
How To Measure ROI in Travel & Tourism Digital Marketing
Return on Investment or ROI in Travel and tourism digital marketing is one of the biggest mysteries we are facing collectively as an industry today. Our recent Tourism Marketing Plan Blueprint questionnaire confirmed that it is one of the main issues many of us in the travel and tourism industry are struggling with. At MyTravelResearch.com, we advocate evidence-based marketing practice, and ROI in travel certainly comes under this banner. You should not be spending money on marketing where you do not track your spending. Metrics are not … [Read more...]
Tourism Marketing Plan Blueprint™ Research Snapshot
Wow, thanks to everyone who answered our 2 quick questions to help shape our up and coming product the evidence-based Tourism Marketing Plan Blueprint™. What an amazing result. We had nearly 200 separate answers on those 'top 2 questions' from you.If you didn't get a chance to fill out the survey , our question was: "What are your two top questions about marketing planning for travel and tourism in 2016 that we absolutely NEED to answer in our Tourism Marketing Plan Blueprint™?"I love doing these exercises. They are so insightful and … [Read more...]
Riding the Google Travel Roller Coaster
Last week I came across an article that reported how Google had had virtually made organic search results irrelevant on mobile. This of course threw me into a bit of a spin. Did it mean that we all had to pay to be shown on Google these days? It is what we all fear, deep down. However, there was a mention at the end of this article that it was an experiment and that we were not sure if this was going to be the status quo forever. So I contacted David Amerland over the weekend to get some clarification. He also said that Google is always … [Read more...]
The Traveller Path To Purchase
Does your brand connect with your potential customer at each stage of the Traveller Path to Purchase? … [Read more...]
Mobile Travel Research Statistics
I have just completed a round road-trip if from Sydney to Melbourne and back to Sydney over the Christmas Holiday period. It made me realise that many travel and tourism operators are still NOT mobile-optimised. I also noticed this in the USA a few months ago. It drives me crazy. Imagine what it is doing to your customers. Google will now penalise your website if it is not mobile-friendly. So this means, if your competitor is mobile-friendly and you are not, your competitor will be presented before you, no matter how fancy your site is on … [Read more...]
How Airbnb Translated Google Insight into Actions
Google Micromoments & Airbnb Hosted Walks - At MyTravelResearch.com, we talk a lot about taking insight to action. It is much easier said than done and is a skill that takes years to acquire. It is one of those things that as a researcher and marketing strategist, you learn on the job. They don't teach you this stuff at university or college. We know that companies can spend thousands of dollars on market research. In fact, some governments spend millions on tourism research. Unfortunately in many instances, we do not see the … [Read more...]
How to Surprise and Delight On Little Budget
I travelled all the way from Australia to Los Angeles this week for a little work and pleasure mixed together. It is always good to do both when you can. And as travel researchers, I can honestly say that there is never a time that Carolyn and I are not on the job - even when we are on holiday. As a travel industry professional, you would know that the job tends to extend to ongoing verbal commentary and analysis to those travelling with you. Service critiques and inspection of all manner of tourism product and service delivery along the … [Read more...]
Indian Outbound Tourism White Paper
India is the flavour of the year for us at MyTravelResearch.com after we were invited to attend an Australian government trade mission earlier in the year. And you are our lucky beneficiary for this Indian Outbound Tourism White Paper produced by MyTravelResearch.com. Carolyn Childs, CEO Bespoke Research, has authored this white paper that we released with our friends at PATA. Free Indian Outbound Tourism White Paper And visit our other Indian outbound market posts here. We have to build a huge resource on the Indian outbound tourism … [Read more...]
Learn from Tourism Australia Social Media Guru – Jesse Desjardins
Jesse Desjardins is the Global Manager, Social & Content, Tourism Australia. He has also been identified as one of the world's top 10 Destination Marketers. Jesse has just completed a thesis that is a must-read for any aspiring or seasoned destination marketer. It takes us through lessons learned from the iconic shrimp on the barbie campaign advertisement which was part of the Wonders Down Under campaign in the 1980s by the then, Australian Tourist Commission. In his thesis, Jesse shows us how it wasn't just all about "Hoges'. We … [Read more...]
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