How to Increase Your Profits by Targeting American Tourists
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What we’ll be covering Discover Valuable Information Regarding the Multi-Billion Dollar American Tourist Market JASON McDONALD StringCan Interactive We build digital roadmaps that win! @stringcanagency @JasonMcDonaldIntl linkedin.com/company/stringcan-interactive fr.linkedin.com/in/jasondmcdonald/ stringcaninteractive.com stringcaninteractive.fr Understand American’s Purchasing Patterns and Growth Segments 3 Simple & Proven Strategies to Attract American Consumers How you can win a free custom analytics dashboard for your company! Average American Insight How do they see European Travel: Easy to get around A chance to try their second language A chance to experience “real” history and culture An opportunity to trace family history Some Numbers to Think About 54% of users said recommendations from friends or family are the most influential factors when choosing a destination 65% say they use Google to research their trip 71% of trip for leisure are planned less than 3 months before the vacation 35% of trips are planned one month before the trip Babyboomer insights Things to remember They are more active than the WWII generation They are in better health than any retirement generation in history They are less likely to travel in groups Create Powerful and Relevant Content! American’s are hungry for information Content is vital to being found online and to engaging with your audiences Content is an opportunity to define your brand 4 changes every travel company should make because of Google’s Hummingbird Update Add relevant new content regularly Make sure you are creating positive social signals Encourage and facilitate positive reviews Develop natural validation (travel blogs) Speak English not Franglish Know Your Audience and Speak to Them Directly Each audience has its own set of goals. Do you know who your ideal audiences is and how to best reach them through your website, search, social, and other online channels. 3 Proven Strategies to Attract Americans Provide a lot of info about your brand – American’s need Information Make sure your English is American English Know your audience segments and speak directly to all of them
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How to Increase Your Profits by Targeting American Tourists
- 2. JASON McDONALD StringCan Interactive We build digital roadmaps that win! @stringcanagency @JasonMcDonaldIntl linkedin.com/company/stringcan-interactive fr.linkedin.com/in/jasondmcdonald/ stringcaninteractive.com stringcaninteractive.fr My Passion: Help companies access the US market successfully My Marketing Talent: Connecting clients to their ideal audience online StringCan Mission: Making Complex Simple!
- 3. What we’ll be covering • Discover Valuable Information Regarding the Multi-Billion Dollar American Tourist Market • Understand American’s Purchasing Patterns and Growth Segments • 3 Simple & Proven Strategies to Attract American Consumers • How you can win a free custom analytics dashboard for your company! #AmericanTourists
- 4. Who is StringCan We are a global digital marketing group with locations in the United Headquarters Scottsdale, Arizona States and France. International Paris, France #AmericanTourists Baked and Branded – Boston Mass.
- 6. Multi-Billion Dollar American Tourist Market
- 7. Tourism Industry • International tourist arrivals (overnight visitors) grew by 4% in 2012, topping the 1 billion visitor mark globally for the first time in history. • Travel sites are taking a huge piece of travel companies profits. #AmericanTourists
- 8. The Question Is Are Americans right for your business? #AmericanTourists
- 9. What do you think? How many American’s have passports? A. 48 million B. 110 million C. 203 million D. 304 million #AmericanTourists
- 10. Statistics on America US Population 314 million The number of people who speak the same language 298 millions Americans with passports 110 millions #AmericanTourists
- 11. We’re going to look at three groups of Americans? Average Americans Babyboomers Affluent Americans #AmericanTourists
- 12. Average Americans 13 Average Number of Vacation Days 23.4 Million Americans visited Europe in 2013 $2,204 17% Is the increase in American travel plans in 2013 Average American spends per trip “US travel demand continued to grow to Europe as a whole in 2013” • European Travel Commission, European Tourism 2013 – Trends & prospects, Quarterly Report – Q4/2013 • European Travel Commission, Marker Insights, United States, July 2009 #AmericanTourists
- 13. Average American Insight How do they see European Travel: • Easy to get around • A chance to try their second language • A chance to experience “real” history and culture • An opportunity to trace family history #AmericanTourists
- 14. What do you think? What percentage of American tourist visit more than one country while on vacation in Europe? A. 5% B. 30% C. 55% D. 83% #AmericanTourists
- 15. Average Americans Today • More have traveled outside the US than ever before • They are less ignorant about the country they are visiting • The 10 countries in 10 days is now a cliché – 70% only travel to one country per trip • They expect a lot of quality information about the trip • They expect certain standards to be met when they are in Europe #AmericanTourists
- 16. When do they travel? Most Americans travel between May and September Peak travel occurs in the summer months Average European trips for Americans last 18.3 days Tips of 1-2 weeks are growing #AmericanTourists
- 17. How do American’s Want to Spend Their Vacations? 30% Planning local shopping trips al activities 36% 26% Learning about the local food and cuisine 24% Partaking in learning/education Immersing themselves into the local culture 23% Visiting historical sites and monuments #AmericanTourists
- 18. Americans in Europe 85% 75% Top 5 activities in Europe Shopping 53% Visiting small cities 70% Visiting Historical places 53% Site seeing in cities Eating in restaurants The Resonance Report 2013, US Affluent Travel and Leisure #AmericanTourists
- 19. Some Numbers to Think About • 54% of users said recommendations from friends or family are the most influential factors when choosing a destination • 65% say they use Google to research their trip • 71% of trip for leisure are planned less than 3 months before the vacation • 35% of trips are planned one month before the trip TIA Leisure Travel Planning Report Guidelines, Beyond Booking Report #AmericanTourists
- 20. What are they saying about Online? How do Americans rank aspects of a travel website as most compelling? • 34% Reviews by other travelers • 32% Photos / Slideshows • 25% Articles on the destination / area TIA Leisure Travel Planning Report Guidelines, Beyond Booking Report #AmericanTourists
- 22. What is a babyboomer? 2011 The first year boomers turned 65 years old 76 Million Between 1946 and 1964 a lot of babies were born 8,000 Boomers turn 65 a day 65 Retirement age in the US Boomers outspend younger adults online 2:1 on a per-capita basis (Forrester Research). #AmericanTourists (Forrester Research).
- 23. Boomer Online 61% Use Social Media 53% Use it more than 6 hours a week 97% Use Facebook 26% Use Blogs 80% 36% Use Pinterest Book Travel online StringCan Interactive Survey client survey #AmericanTourists
- 24. Boomer Traveling 37% of the US population $100K Avg. household income 30.6% 75% Spend up to 20% of their income on travel 78% Said price was the biggest factor in planning a trip 80% Book Travel online #AmericanTourists StringCan Interactive Survey client survey
- 25. Babyboomer insights Things to remember • They are more active than the WWII generation • They are in better health than any retirement generation in history • They are less likely to travel in groups #AmericanTourists
- 27. Who are Affluent Americans Incomes of $150K or more 57% Planned Family Vacations in 2008 29% Of spending on both air travel and lodging 9% Of American Household s 65% Booked Vacations online (under 55 years old The Resonance Report 2013, US Affluent Travel and Leisure #AmericanTourists
- 28. Affluent Accommodations Where the rich lay their head #1 Amenity – High speed internet 9% Prefer cruise ships All –Inclusive 77% Belong to loyalty Programs Down from 22% in 2008 to 13% in 2012 The Resonance Report 2013, US Affluent Travel and Leisure #AmericanTourists
- 29. 3 Proven Strategies to Attract Americans
- 30. What do you think? What was the name of the last major algorithm change implemented by Google? A. Panda B. Penguin C. Dragon D. Hummingbird E. Pigeon #AmericanTourists
- 31. Create Powerful and Relevant Content! • American’s are hungry for information • Content is vital to being found online and to engaging with your audiences • Content is an opportunity to define your brand #AmericanTourists
- 32. Can They Find You? 4 changes every travel company should make because of Google’s Hummingbird Update 1. Add relevant new content regularly 2. Make sure you are creating positive social signals 3. Encourage and facilitate positive reviews 4. Develop natural validation (travel blogs) #AmericanTourists
- 33. Drive and mange your online reputation #AmericanTourists
- 34. Use Social Media for Validation • Social media is a great tool to validate your brand experience. • Not to drive people to your website. #AmericanTourists
- 35. Speak English not Franglish Will they be able to speak English? #AmericanTourists
- 36. Know Your Audience and Speak to Them Directly Each audience has its own set of goals. • Do you know who your ideal audiences is and how to best reach them through your website, search, social, and other online channels. Researches European Travel Options on Google Looks at Peer Reviews Connects Through Facebook #AmericanTourists
- 38. Use Data to Help Drive Your American Marketing Strategy Do this by tracking the progress of your: • ROI • Reputation • Site Engagement #AmericanTourists
- 39. Win A Custom Analytics Dashboard All attendees will receive an email to sign up to win the free dashboard! #AmericanTourists
- 40. 3 Proven Strategies to Attract Americans • Provide a lot of info about your brand – American’s need Information • Make sure your English is American English • Know your audience segments and speak directly to all of them #AmericanTourists
- 41. THANK YOU
Notas del editor
- Outline of the webinar TBD when presentation is complete
- Some of our clients Where we are and why We have experience helping client in the international tourism industry connect and convert their ideal customer We saw opportunity in the French and European market I wouldn’t tell you how to connect with Germans but we are experts in connecting and converting Americans American’s love France and we know we can help French companies increase their per client income and increase the number of Americans who walk through their doors. Our Process Passionate about ROI Tired of the try fail, try fail strategy – we like to – research, strategize and make money for our clients Our industry has a bad name, sell anything you can get the client to buy and talk over their head to show it’s working It has a great CTR or your Alexa score has been headed in the right direction
- http://dtxtq4w60xqpw.cloudfront.net/sites/all/files/pdf/unwto_highlights13_en_lr_0.pdf
- Are Americans right for your business? Does the ROI work? What does the average American spend on your product? How many Americans did you have last year? What was your marketing budget to the US? Does the math work? If yes, should you expand the marketing to the US? How can you optimize? If no, should you focus on the Germans? What should you change to make it profitable I want to get them to think through the math – maybe a math theme
- Webinar poll – Of the 315 million Americans, how many Americans have passports?
- American Data slides (1-3 slides) – Like the one we have now is ok Number of Americans – 315 million Americans How many have passports? You can access 110 Million travelers with one website in one language How much do Americans spend on vacation per day? How much do other nationalities spend? Info to come Info to come
- http://amexspendsave.mediaroom.com/index.php?s=34135&item=18#assets_119 What has changed? American’s have changed More are or have traveled They are less ignorant about the country they are visiting The 10 countries in 10 days is now cliché We expect a lot of information We expect certain standards to be met
- http://www.etc-corporate.org/images/reports%5CETC-Q4-2013_Trends_and_Prospects.pdf
- http://amexspendsave.mediaroom.com/index.php?s=34135&item=18#assets_119
- Webinar poll – Of the 315 million Americans, how many Americans have passports?
- What has changed? American’s have changed More are or have traveled They are less ignorant about the country they are visiting The 10 countries in 10 days is now cliché We expect a lot of information We expect certain standards to be met
- Americans from the Mid-Atlantic (30%), South Atlantic (25%) and Pacific states (14%) travel to Europe primarily in the May-September period, peaking in the summer months, and stay for an average of 18.3 days. However, shorter breaks of 1-2 weeks are growing, largely as a result of time pressures. http://www.resonanceco.com/pdfs/ResonanceReport2013.pdf
- http://amexspendsave.mediaroom.com/index.php?s=34135&item=18#assets_119 What has changed? American’s have changed More are or have traveled They are less ignorant about the country they are visiting The 10 countries in 10 days is now cliché We expect a lot of information We expect certain standards to be met
- ETC research shows that the top five types of activities in Europe are dining in restaurants (85%), shopping (75%), visiting historical places (70%), sightseeing in cities (53%) and visiting small towns (53%)
- What has changed? American’s have changed More are or have traveled They are less ignorant about the country they are visiting The 10 countries in 10 days is now cliché We expect a lot of information We expect certain standards to be met
- What has changed? American’s have changed More are or have traveled They are less ignorant about the country they are visiting The 10 countries in 10 days is now cliché We expect a lot of information We expect certain standards to be met
- Are Americans right for your business? Does the ROI work? What does the average American spend on your product? How many Americans did you have last year? What was your marketing budget to the US? Does the math work? If yes, should you expand the marketing to the US? How can you optimize? If no, should you focus on the Germans? What should you change to make it profitable I want to get them to think through the math – maybe a math theme
- Are Americans right for your business? Does the ROI work? What does the average American spend on your product? How many Americans did you have last year? What was your marketing budget to the US? Does the math work? If yes, should you expand the marketing to the US? How can you optimize? If no, should you focus on the Germans? What should you change to make it profitable I want to get them to think through the math – maybe a math theme
- Are Americans right for your business? Does the ROI work? What does the average American spend on your product? How many Americans did you have last year? What was your marketing budget to the US? Does the math work? If yes, should you expand the marketing to the US? How can you optimize? If no, should you focus on the Germans? What should you change to make it profitable I want to get them to think through the math – maybe a math theme
- Are Americans right for your business? Does the ROI work? What does the average American spend on your product? How many Americans did you have last year? What was your marketing budget to the US? Does the math work? If yes, should you expand the marketing to the US? How can you optimize? If no, should you focus on the Germans? What should you change to make it profitable I want to get them to think through the math – maybe a math theme
- Are Americans right for your business? Does the ROI work? What does the average American spend on your product? How many Americans did you have last year? What was your marketing budget to the US? Does the math work? If yes, should you expand the marketing to the US? How can you optimize? If no, should you focus on the Germans? What should you change to make it profitable I want to get them to think through the math – maybe a math theme
- Are Americans right for your business? Does the ROI work? What does the average American spend on your product? How many Americans did you have last year? What was your marketing budget to the US? Does the math work? If yes, should you expand the marketing to the US? How can you optimize? If no, should you focus on the Germans? What should you change to make it profitable I want to get them to think through the math – maybe a math theme
- http://www.resonanceco.com/pdfs/ResonanceReport2013.pdf
- According to a 2012 study by Google and Ipsos MediaCT, 77% of affluent travelers belong to hotel loyalty programs, considerably outpacing business travelers (68%) and leisure travelers (42%). T
- Webinar poll – Of the 315 million Americans, how many Americans have s?
- What do these changes and differences mean for a travel company? 1) Americans need info / Expect info On your site you should have well described outlines of your whole experiences Canyoning in Course Story – wanted to take Tess We are already stressed about being different so we don’t want to stand out more than we have too What will the dress attire be? What will the ambiance be? Should we tip, how much, when, how often? This is good for you for you for two reasons – you’ll have more Americans – and it’ll help with SEO if done correctly
- 2) We trust, seek and expect word of month validation – We don’t want to travel to Europe and realize our hotel is not what we thought it was Yelp, online ratings, tip advisor Story, my wife and I use Yelp still in Paris
- 3) Social Validation Why should you have a Facebook or Instagram Page? To drive people to your site right? Wrong!!!! To validate your brand People exiting sites to review social media – Social a great tool to validate your brand and experience
- 4) Speak American not Franglish Use examples – if your ads, social platforms and website are written in Franglish Americans will be scared off – overcome the “French Can’t speak English” stereotype with great ads and string website copy!
- 5) Know your audience and speak to them directly Baby boomers – you should be looking at and understanding them. Diff between a Baby Boomer and a Mom planning her family trip to Europe
- 7) Change your US marketing strategy with US trends The only way to do this is tracking your progress Roi Reputation Free dashboard http://mashable.com/2013/12/30/marketers-facebook-rules/
- Recap Provide a lot of info about your brand – American’s need Information Leverage validation sites – Yelp, Trip Advisor Use social media as a brand validation tool Make sure your English is American English Know your audience segments and speak directly to all of them Be aware of what’s hot in the US Use data to change with the fast moving American market
- Recap Provide a lot of info about your brand – American’s need Information Leverage validation sites – Yelp, Trip Advisor Use social media as a brand validation tool Make sure your English is American English Know your audience segments and speak directly to all of them Be aware of what’s hot in the US Use data to change with the fast moving American market