In Travel, Be Yourself. Everywhere Else is Already Taken | ITB Berlin 2012

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The document discusses a shift from the old model of tourism to a new model of travel. The new model focuses on attracting geotravelers, defined as travelers interested in authentic experiences who value places and activities. It recommends communicating with geotravelers by telling stories frankly, inspiring tribes, localizing content, conveying expertise, and integrating sustainability.

Viajes Empresariales

Be Yourself.
THE NEW MODEL OF TRAVEL
ITB BERLIN: MARCH 8, 2012

MERCURYcsc

Thursday, March 15, 2012

TOURISM OR TRAVEL?

MERCURYcsc

Thursday, March 15, 2012

The Geotraveler is interested in you.

MERCURYcsc

Thursday, March 15, 2012

The Geotraveler is interested in you.
Are you invested in being something else?

MERCURYcsc

Thursday, March 15, 2012

OLD MODEL: TOURISM
If you build it, they will come.

MERCURYcsc

Thursday, March 15, 2012

NEW MODEL: TRAVEL
Be yourself and they will come?

MERCURYcsc

Thursday, March 15, 2012

CONNECTING BRANDS WITH PEOPLE WHO VALUE
AUTHENTIC PLACES AND IMMERSIVE EXPERIENCES

MERCURYcsc

Thursday, March 15, 2012

CONNECTING BRANDS WITH PEOPLE WHO VALUE
AUTHENTIC PLACES AND IMMERSIVE EXPERIENCES

#16 in Outside Magazine’s 50 Best Places to Work

MERCURYcsc

Thursday, March 15, 2012

General Travel Adventure Travel
ANNUAL GROWTH RATE

17%

4%

Source: Adventure Travel Trade Association
George Washington University

MERCURYcsc

Thursday, March 15, 2012

GEOTRAVELERS VALUE AUTHENTIC PLACES
• 55 million U.S. Geotravelers
• 25% higher HH income
• Take 30% more trips
• Are influentials, the first to adopt products within their primary area
of passion
• Reconnecting with traditional activities
• Mindful and attracted to simplicity
• Already adapted to the new era in which our economy is emerging

MERCURYcsc

Thursday, March 15, 2012

GEOTRAVELERS ARE LEADING AMERICA’S AWAKENING

CULTURAL LANDSCAPE

MERCURYcsc

Thursday, March 15, 2012

Travel is not something they do...
IT IS PART OF WHO THEY ARE.

MERCURYcsc

Thursday, March 15, 2012

”I think travel should be a full-body experience
—that we ought to observe and absorb the natural world, the
culture, the language, the local arts—with curiosity and respect.”
— HAYDEN MERCURYcsc

Thursday, March 15, 2012

TRAVEL REPRESENTS THE APEX OF THEIR NEEDS

AUTHENTICITY

PERSONAL SHARED
AWAKENING HUMANITY

MERCURYcsc

Thursday, March 15, 2012

TRAVEL REPRESENTS THE APEX OF THEIR NEEDS

AUTHENTICITY CONNECTION

PERSONAL SHARED
AWAKENING HUMANITY

MERCURYcsc

Thursday, March 15, 2012

NEEDS = $

MERCURYcsc

Thursday, March 15, 2012

HOW TO COMMUNICATE WITH GEOTRAVELERS

MERCURYcsc

Thursday, March 15, 2012

HOW TO COMMUNICATE WITH GEOTRAVELERS

• Tell your story frankly

MERCURYcsc

Thursday, March 15, 2012

HOW TO COMMUNICATE WITH GEOTRAVELERS

• Tell your story frankly
• Inspire your tribe

MERCURYcsc

Thursday, March 15, 2012

HOW TO COMMUNICATE WITH GEOTRAVELERS

• Tell your story frankly
• Inspire your tribe
• Localize as much as possible

MERCURYcsc

Thursday, March 15, 2012

HOW TO COMMUNICATE WITH GEOTRAVELERS

• Tell your story frankly
• Inspire your tribe
• Localize as much as possible
• Convey your expertise

MERCURYcsc

Thursday, March 15, 2012

HOW TO COMMUNICATE WITH GEOTRAVELERS

• Tell your story frankly
• Inspire your tribe
• Localize as much as possible
• Convey your expertise
• Integrate mindfulness & sustainability
into the business itself

MERCURYcsc

Thursday, March 15, 2012

NEW MODEL: TRAVEL

MERCURYcsc

Thursday, March 15, 2012

NEW MODEL: TRAVEL
Be yourself.
Be traveler focused.
Speak frankly.

MERCURYcsc

Thursday, March 15, 2012

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A report by thenetworkone and Kurio. The contributing experts and agencies are (in an alphabetical order): Sylwia Rytel, Social Media Supervisor, 180heartbeats + JUNG v MATT (PL), Sharlene Jenner, Vice President - Director of Engagement Strategy, Abelson Taylor (USA), Alex Casanovas, Digital Director, Atrevia (ES), Dora Beilin, Senior Social Strategist, Barrett Hoffher (USA), Min Seo, Campaign Director, Brand New Agency (KR), Deshé M. Gully, Associate Strategist, Day One Agency (USA), Francesca Trevisan, Strategist, Different (IT), Trevor Crossman, CX and Digital Transformation Director; Olivia Hussey, Strategic Planner; Simi Srinarula, Social Media Manager, The Hallway (AUS), James Hebbert, Managing Director, Hylink (CN / UK), Mundy Álvarez, Planning Director; Pedro Rojas, Social Media Manager; Pancho González, CCO, Inbrax (CH), Oana Oprea, Head of Digital Planning, Jam Session Agency (RO), Amy Bottrill, Social Account Director, Launch (UK), Gaby Arriaga, Founder, Leonardo1452 (MX), Shantesh S Row, Creative Director, Liwa (UAE), Rajesh Mehta, Chief Strategy Officer; Dhruv Gaur, Digital Planning Lead; Leonie Mergulhao, Account Supervisor - Social Media & PR, Medulla (IN), Aurelija Plioplytė, Head of Digital & Social, Not Perfect (LI), Daiana Khaidargaliyeva, Account Manager, Osaka Labs (UK / USA), Stefanie Söhnchen, Vice President Digital, PIABO Communications (DE), Elisabeth Winiartati, Managing Consultant, Head of Global Integrated Communications; Lydia Aprina, Account Manager, Integrated Marketing and Communications; Nita Prabowo, Account Manager, Integrated Marketing and Communications; Okhi, Web Developer, PNTR Group (ID), Kei Obusan, Insights Director; Daffi Ranandi, Insights Manager, Radarr (SG), Gautam Reghunath, Co-founder & CEO, Talented (IN), Donagh Humphreys, Head of Social and Digital Innovation, THINKHOUSE (IRE), Sarah Yim, Strategy Director, Zulu Alpha Kilo (CA).

Social Media Marketing Trends 2024 // The Global Indie Insights

Kurio // The Social Media Age(ncy)

The search marketing landscape is evolving rapidly with new technologies, and professionals, like you, rely on innovative paid search strategies to meet changing demands. It’s important that you’re ready to implement new strategies in 2024. Check this out and learn the top trends in paid search advertising that are expected to gain traction, so you can drive higher ROI more efficiently in 2024. You’ll learn: - The latest trends in AI and automation, and what this means for an evolving paid search ecosystem. - New developments in privacy and data regulation. - Emerging ad formats that are expected to make an impact next year. Watch Sreekant Lanka from iQuanti and Irina Klein from OneMain Financial as they dive into the future of paid search and explore the trends, strategies, and technologies that will shape the search marketing landscape. If you’re looking to assess your paid search strategy and design an industry-aligned plan for 2024, then this webinar is for you.

Trends In Paid Search: Navigating The Digital Landscape In 2024

Search Engine Journal

From their humble beginnings in 1984, TED has grown into the world’s most powerful amplifier for speakers and thought-leaders to share their ideas. They have over 2,400 filmed talks (not including the 30,000+ TEDx videos) freely available online, and have hosted over 17,500 events around the world. With over one billion views in a year, it’s no wonder that so many speakers are looking to TED for ideas on how to share their message more effectively. The article “5 Public-Speaking Tips TED Gives Its Speakers”, by Carmine Gallo for Forbes, gives speakers five practical ways to connect with their audience, and effectively share their ideas on stage. Whether you are gearing up to get on a TED stage yourself, or just want to master the skills that so many of their speakers possess, these tips and quotes from Chris Anderson, the TED Talks Curator, will encourage you to make the most impactful impression on your audience. See the full article and more summaries like this on SpeakerHub here: https://speakerhub.com/blog/5-presentation-tips-ted-gives-its-speakers See the original article on Forbes here: http://www.forbes.com/forbes/welcome/?toURL=http://www.forbes.com/sites/carminegallo/2016/05/06/5-public-speaking-tips-ted-gives-its-speakers/&refURL=&referrer=#5c07a8221d9b

5 Public speaking tips from TED - Visualized summary

SpeakerHub

Everyone is in agreement that ChatGPT (and other generative AI tools) will shape the future of work. Yet there is little consensus on exactly how, when, and to what extent this technology will change our world. Businesses that extract maximum value from ChatGPT will use it as a collaborative tool for everything from brainstorming to technical maintenance. For individuals, now is the time to pinpoint the skills the future professional will need to thrive in the AI age. Check out this presentation to understand what ChatGPT is, how it will shape the future of work, and how you can prepare to take advantage.

ChatGPT and the Future of Work - Clark Boyd

Clark Boyd

Getting into the tech field. what next

Tessa Mero

Google's Just Not That Into You: Understanding Core Updates & Search Intent

Lily Ray

How to have difficult conversations

Rajiv Jayarajah, MAppComm, ACC

Introduction to Data Science

Christy Abraham Joy

Time Management & Productivity - Best Practices

Vit Horky

The six step guide to practical project management If you think managing projects is too difficult, think again. We’ve stripped back project management processes to the basics – to make it quicker and easier, without sacrificing the vital ingredients for success. “If you’re looking for some real-world guidance, then The Six Step Guide to Practical Project Management will help.” Dr Andrew Makar, Tactical Project Management

The six step guide to practical project management

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Beginners Guide to TikTok for Search - Rachel Pearson - We are Tilt __ Bright...

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2024 State of Marketing Report – by Hubspot

Everything You Need To Know About ChatGPT

Product Design Trends in 2024 | Teenage Engineerings

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AI Trends in Creative Operations 2024 by Artwork Flow.pdf

Skeleton Culture Code

PEPSICO Presentation to CAGNY Conference Feb 2024

Content Methodology: A Best Practices Report (Webinar)

How to Prepare For a Successful Job Search for 2024

Social Media Marketing Trends 2024 // The Global Indie Insights

Trends In Paid Search: Navigating The Digital Landscape In 2024

5 Public speaking tips from TED - Visualized summary

ChatGPT and the Future of Work - Clark Boyd

Getting into the tech field. what next

Google's Just Not That Into You: Understanding Core Updates & Search Intent

How to have difficult conversations

Introduction to Data Science

Time Management & Productivity - Best Practices

The six step guide to practical project management

Beginners Guide to TikTok for Search - Rachel Pearson - We are Tilt __ Bright...

In Travel, Be Yourself. Everywhere Else is Already Taken | ITB Berlin 2012

1. Be Yourself. THE NEW MODEL OF TRAVEL ITB BERLIN: MARCH 8, 2012 MERCURYcsc Thursday, March 15, 2012

2. TOURISM OR TRAVEL? MERCURYcsc Thursday, March 15, 2012

3. TOURISM OR TRAVEL? MERCURYcsc Thursday, March 15, 2012

4. TOURISM OR TRAVEL? MERCURYcsc Thursday, March 15, 2012

5. TOURISM OR TRAVEL? MERCURYcsc Thursday, March 15, 2012

6. TOURISM OR TRAVEL? MERCURYcsc Thursday, March 15, 2012

7. TOURISM OR TRAVEL? MERCURYcsc Thursday, March 15, 2012

8. TOURISM OR TRAVEL? MERCURYcsc Thursday, March 15, 2012

9. TOURISM OR TRAVEL? MERCURYcsc Thursday, March 15, 2012

10. TOURISM OR TRAVEL? MERCURYcsc Thursday, March 15, 2012

11. The Geotraveler is interested in you. MERCURYcsc Thursday, March 15, 2012

12. The Geotraveler is interested in you. Are you invested in being something else? MERCURYcsc Thursday, March 15, 2012

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17. OLD MODEL: TOURISM If you build it, they will come. MERCURYcsc Thursday, March 15, 2012

18. NEW MODEL: TRAVEL Be yourself and they will come? MERCURYcsc Thursday, March 15, 2012

19. MERCURYcsc Thursday, March 15, 2012

20. CONNECTING BRANDS WITH PEOPLE WHO VALUE AUTHENTIC PLACES AND IMMERSIVE EXPERIENCES MERCURYcsc Thursday, March 15, 2012

21. CONNECTING BRANDS WITH PEOPLE WHO VALUE AUTHENTIC PLACES AND IMMERSIVE EXPERIENCES #16 in Outside Magazine’s 50 Best Places to Work MERCURYcsc Thursday, March 15, 2012

22. General Travel Adventure Travel ANNUAL GROWTH RATE 17% 4% Source: Adventure Travel Trade Association George Washington University MERCURYcsc Thursday, March 15, 2012

23. GEOTRAVELERS VALUE AUTHENTIC PLACES • 55 million U.S. Geotravelers • 25% higher HH income • Take 30% more trips • Are influentials, the first to adopt products within their primary area of passion • Reconnecting with traditional activities • Mindful and attracted to simplicity • Already adapted to the new era in which our economy is emerging MERCURYcsc Thursday, March 15, 2012

24. GEOTRAVELERS ARE LEADING AMERICA’S AWAKENING CULTURAL LANDSCAPE MERCURYcsc Thursday, March 15, 2012

25. Travel is not something they do... IT IS PART OF WHO THEY ARE. MERCURYcsc Thursday, March 15, 2012

26. ”I think travel should be a full-body experience —that we ought to observe and absorb the natural world, the culture, the language, the local arts—with curiosity and respect.” — HAYDEN MERCURYcsc Thursday, March 15, 2012

27. TRAVEL REPRESENTS THE APEX OF THEIR NEEDS AUTHENTICITY PERSONAL SHARED AWAKENING HUMANITY MERCURYcsc Thursday, March 15, 2012

28. TRAVEL REPRESENTS THE APEX OF THEIR NEEDS AUTHENTICITY CONNECTION PERSONAL SHARED AWAKENING HUMANITY MERCURYcsc Thursday, March 15, 2012

29. NEEDS = $ MERCURYcsc Thursday, March 15, 2012

30. MERCURYcsc Thursday, March 15, 2012

31. HOW TO COMMUNICATE WITH GEOTRAVELERS MERCURYcsc Thursday, March 15, 2012

32. HOW TO COMMUNICATE WITH GEOTRAVELERS • Tell your story frankly MERCURYcsc Thursday, March 15, 2012

33. HOW TO COMMUNICATE WITH GEOTRAVELERS • Tell your story frankly • Inspire your tribe MERCURYcsc Thursday, March 15, 2012

34. HOW TO COMMUNICATE WITH GEOTRAVELERS • Tell your story frankly • Inspire your tribe • Localize as much as possible MERCURYcsc Thursday, March 15, 2012

35. HOW TO COMMUNICATE WITH GEOTRAVELERS • Tell your story frankly • Inspire your tribe • Localize as much as possible • Convey your expertise MERCURYcsc Thursday, March 15, 2012

36. HOW TO COMMUNICATE WITH GEOTRAVELERS • Tell your story frankly • Inspire your tribe • Localize as much as possible • Convey your expertise • Integrate mindfulness & sustainability into the business itself MERCURYcsc Thursday, March 15, 2012

37. MERCURYcsc Thursday, March 15, 2012

38. MERCURYcsc Thursday, March 15, 2012

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44. MERCURYcsc Thursday, March 15, 2012

45. NEW MODEL: TRAVEL MERCURYcsc Thursday, March 15, 2012

46. NEW MODEL: TRAVEL Be yourself. Be traveler focused. Speak frankly. MERCURYcsc Thursday, March 15, 2012