This document discusses marketing in the travel industry. It outlines trends like experiences, mobile technology, and new immersive technologies. It then discusses developing a marketing approach including defining the core purpose and values, targeting personas, and touchpoints. The marketing approach should leverage referrals, user generated content, content marketing, and upsells. Developing new expertise in areas like personalization, automation, and best practices is also discussed.

1. MARKETING
Developed by
Alex Petkov, 2016
IN THE TRAVEL INDUSTRY

2. CONTENTS
1. The future of travel
2. Your choice
3. The starting point
4. Marketing approach
5. The hard thing
6. Best practice examples
7. The Q&A

3. THE FUTURE
OF TRAVEL

4. TRAVEL = EXPERIENCES
Meet, talk, cook with locals and share bed, food, car, even
women with locals! Explore wild places, adventure travel,
glamping, etc.
Examples: Vayable, AirBnB Experiences, Tingly, etc

5. MOBILE, MOBILE, MOBILE!
Last minute bookings, payments, geolocation suggestions,
mobile translators, audio guides, travel planning,
navigation, discovery, socialize, automatic diary...
Examples: Pana app, Google trips, Pocket Guide app, etc

6. NEW /EXCITING/ TECHNOLOGY
Virtual reality, augmented reality and wearables are just
getting started!
Examples: Google Expeditions, Ascape, You Visit, Narrative

7. YOUR CHOICE

9. THE STARTING
POINT

10. THE PROMISE
THE PROCESS

11. THE WHY
CORE PURPOSE
CORE VALUES
THE WHAT
TARGETS
INITIATIVES
THE HOW
BRAND PROMISE
CORE COMPETENCES
THE COMPANY

12. BUYING
PERSONA

13. BUYING
JOURNEY
FOCUS ON MICROMOMENTS
& TOUCH POINTS

14. VALUE PROPOSITION

15. PRODUCT DEVELOPMENT

16. MARKETING
APPROACH

17. + REFERRAL
PROGRAM
& EMAIL
+ USER
GENERATED
CONTENT
+ CONTENT
MARKETING
+ UNIQUE
EXPERIENCES
& UPSELL

18. THE HARD
THING

20. MASTER NEW CONCEPTS
AUTOMATION
DATA GATHERING
PERSONALIZATION
STORYTELLING

21. DEVELOP NEW EXPERTISE
DESIGN & UX
CONTENT GENERATION
LEAD NURTURING
BEST PRACTICE WORLDWIDE

23. BEST PRACTICE
EXAMPLES

24. Q&A