I think the erosion in brand loyalty is due to the overabundance of travel providers, the oversupply of capacity, the multiple ways in which a traveler can buy the product, the aggressive nature of how price our products, and simply failing to make te traveler feel as though their business matters. A case in point: [...]
Henry Harteveldt, Forrester Research: Baby Boomers and Seniors make up 42% of content-sensitive travelers, so they’re still a big chunk of the content sensitive market. It is absolutely important for luxury brands to have well-designed, well-executed, relevant content. Written content and still photography will be more useful for this audience than video – though video [...]
John McAuliffe, VFM Leonardo: Yes, VFM Leonardo feeds third party sites with links – these links open the multi-media viewer where rich media is displayed. To get a better sense of how this works please visit a few examples: Holiday Inn Buena Park and Conference Center View it on: Travelocity (click on the link that says [...]
John McAuliffe, VFM Leonardo: This is another one of the questions where the answer is “it all depends”. The secret is to keep the length to a limit where the viewer is still engaged. So, really the content of the video will dictate the length. I have seen successful videos that are many minutes in [...]
John McAuliffe, VFM Leonardo: Again, this is dependent on what your uniqueness is. You want to ensure that what makes you unique and why travelers’ would want to stay at your hotel is the central focus of your visual content (your theme). It may be your architecture – so having people in the visuals would [...]
John McAuliffe, VFM Leonardo: We all look for positive ROI. As such, it is always a marketer’s dilemma as to what to spend money on. We always suggest the basics. Henry spoke a lot about Merchandising and the 5 pillars of success. Many tactics involved in successfully using these pillars do not cost a lot [...]
John McAuliffe, VFM Leonardo: A short (3 to 5 lines) well-written paragraph supported by bullet points is recommended to accompany your visual content.
John McAuliffe, VFM Leonardo: Yes the production of content many times has an initial investment that would under normal circumstance be capitalized and amortized over a period longer than one year. Although now a days there are many new ways to develop content which has significantly decreased the investment required (example: GeoBeats videos http://www.vfmleonardo.com/products-geobeats.php).
Henry Harteveldt, Forrester Research: Our North American Technographics® Travel Online Study, Q1 2009 is the source for the data around the content-sensitive traveler. In this survey, 54% of content-sensitive travelers are women. We don’t have data about who influences the purchase decision in that study, but plan to ask in a future study.
John McAuliffe, VFM Leonardo: There are a number of things you can do regardless of who controls the booking engine. The first is to realize that online travel is a whole lot more than just making reservations. Travel shoppers go through three main stages online – research, comparison shopping and buying. The booking engine really [...]