ILTM Americas 2014, the leading event for luxury travel in the Americas region, will reveal the second edition of ‘The Luxury Traveller & Social Media: The Americas’, a special report commissioned to analyse the online activities and opinions of luxury travellers across North and Latin America. The report exposes the extent of recent digital advances and advises luxury travel marketers to focus on creativity to reach the right audience and ensure their messages are seen, loved and ultimately shared.
The report analyses nearly two million online reviews posted by luxury travellers from the Americas region about more than 2,000 luxury hotels worldwide, researched between January 2012 and June 2014. Building on new industry standards of creativity, key findings include impressive data about new micro-targeting technology, which is showing promising results among luxury travel brands, with ROIs reaching 50:1 in some cases. ‘The Luxury Traveller & Social Media: The Americas’ was produced by Brand Karma, global leaders in hospitality industry digital analysis and management. The company’s COO and Co-Founder, Mario Jobbe will present the full report at ILTM Americas on Monday 22 September at the Fairmont Mayakoba in Riviera Maya, Mexico.
Personal Facebook accounts are confirmed as credible sources of new business for luxury travel buyers and agents are advised that the key to success is winning customers ‘one by one’. Becoming ‘community leaders’ in forums on any destination or travel topic is known to deliver significant levels of new business, and the report suggests some digital platforms remain a largely untapped opportunity for travel advisors to showcase their expertise and meet new potential clients. The report also advises that luxury travel buyers should focus on marketing the 3-5 most buzzworthy elements of the hotels they are selling and use ‘micro-messaging’ techniques to communicate concisely and effectively.
‘Instagram-mable’ experiences continue to drive luxury traveller decisions – as of March 2014, over 200 million monthly active users share 60 million photos a day on Instagram. In addition, Tripadvisor still accounts for just under half of all luxury hotel reviews worldwide at 46.2%, with 50.8% of all luxury reviews in the Americas. Latin American luxury travellers care most about bedrooms and breakfasts while North American luxury travellers concentrate on service concepts such as attitude and cleanliness. In 2013, Latin America increased its appeal to luxury travellers, generating 5% more luxury travel reviews than in 2012, but as the world gets smaller, luxury travel brands across Canada, Mexico and the US will need to be creative in 2014 to stay competitive in the luxury travel market.
Simon Mayle, Head of Marketing for the ILTM Portfolio comments: “Short, personalised digital communications are one of the most effective solutions in reaching the high net worth Americas traveller today – small really is big in the world of social media. We are delighted to welcome Mario Jobbe of Brand Karma to reveal the full extent of the 2nd edition of the excellent ‘The Luxury Traveller & Social Media: The Americas’ at ILTM Americas 2014 and also several pioneers of luxury travel social media to highlight their success stories to our audience.”
The Luxury Traveller and Social Media: The Americas will be presented in a dedicated seminar entitled ‘Contagious Content: How Luxury Brands Win in Digital’ at ILTM Americas at 3.30pm on Monday 22 September. Two of Americas leading digital storytellers will also address the audience: Travel + Leisure’s New Media Editor, Sarah Spagnolo will highlight video, the changing patterns of consumers, and the importance of understanding new habits and desires, and lessons learned along the way. National Geographic Traveler Contributing Editor and Urban Insider, Annie Fitzsimmons will also discuss how to make people care about your content.
Source:- ILTM Americas
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