#MeasurePR Memory (August 2018): Travel and Tourism Edition

Editor’s Note: While #measurePR is on hiatus as of this writing, we couldn’t forgo the opportunity to share a recap of a fabulous chat from last year for all who may benefit. Enjoy! 

Guest Post by Danielle Heiny

The sky’s the limit when it comes to creativity in the travel and tourism industry!

Back in August 2018, we had three incredible industry guests, who shared how they uniquely measure PR and marketing.

• JD Lasica is an author, entrepreneur, public speaker and new media pioneer. He’s also the founder of Cruiseable, a startup out to bring innovation to the cruise industry, SocialBrite, Inside Social Media, and Best of Indie.
• Cait DeBaun leads communications for Project Time Off, a travel industry initiative to motivate Americans to take vacation and see the country.
• Anthony Calderon, is Founder & CEO of SuiteBreak.com, a wellness platform that helps companies promote the health and wellness benefits of an annual vacation.

Here’s some of what we discussed:

Where to begin.

A2: Why people do and DO NOT travel/vacation is important to understand first, then we can talk to them intelligently #measurepr

— SuiteBreak.com (@SuiteBreak) August 16, 2018

Social media’s disruption and/or amplification of the industry.

A3: The Amazon Effect has taken over the travel industry, making reviews one of the most powerful forms of advertising #measurepr

— SuiteBreak.com (@SuiteBreak) August 16, 2018

A3: We used to rely on guidebooks & foldout maps. Now have access to instant information & reviews from people still on vacation #measurepr

— SuiteBreak.com (@SuiteBreak) August 16, 2018

I think the experts — travel agents, guidebooks — are still important, but they’re no longer driving tourists’ decision making. https://t.co/mXbtL61dX7

— JD Lasica (@jdlasica) August 16, 2018

A3: And more of us are sharing our own experiences as social proof. I returned Saturday from a cruise & shared several highlights on FB & Instagram (like this hike in Norway). I have an @IFTTT account set up to cross-post to Twitter. #measurePR pic.twitter.com/QM42ALJjLu

— JD Lasica (@jdlasica) August 16, 2018

More than any age group, 89% of Millennials plan travel activities based on content posted by their peers online #measurepr

— SuiteBreak.com (@SuiteBreak) August 16, 2018

What to track and consider.

A2: Our goal is the change how people define vacations. So we look at how and why people book travel. #measurepr

— SuiteBreak.com (@SuiteBreak) August 16, 2018

A2: Compare year to year data and take into account seasonal fluctuations, operating environment and competitive landscape #measurepr

— SuiteBreak.com (@SuiteBreak) August 16, 2018

Measuring impact.

A5: For media results, we started with a focus on impressions. But it started to seem too big and meaningless, so we added a layer of quality by setting goals around the publications we want to secure coverage from. Quantity + quality tells a better story. #measurePR

— Cait DeBaun (@CaitDeBaun) August 16, 2018

Metrics to gauge whether a travel app is taking off.

A4: For any startups breaking into the travel space, a standalone app strategy isn’t going to cut it. You need a cross-platform, device-agnostic approach that puts the customer – not your app or website – at the center of things. #measurePR

— JD Lasica (@jdlasica) August 16, 2018

A4: We’re both a website & a mobile app. There’s a great mobile metrics service called AppAnnie (https://t.co/EY0Tn0w4TD) that offers insights into active users, app downloads, engagement levels, revenue levels and advertising metrics. We use that a lot. #measurePR

— JD Lasica (@jdlasica) August 16, 2018

Last, but not least, content that garners strong results!

A6: Images are processed on average 60,000 times faster by the human brain than text. Choose the right image

— SuiteBreak.com (@SuiteBreak) August 16, 2018

@SuiteBreak, 90% of our images are user generated. People want to see their peers, not models.

— SuiteBreak.com (@SuiteBreak) August 16, 2018

Time flew by and before we knew it, time was up! Although the conversation ended on Twitter, we’d love to hear your thoughts.

What changes have you seen in the PR travel & tourism industry, and its measurement? Share in the comments below.

If you missed the chat or want to revisit some of the insights shared, check out the full #measurePR transcript. To strengthen your #measurePR skills, dive into Shonali Burke’s Social PR Virtuoso Master Course!

Image: Deanna Ritche via Unsplash, Creative Commons CC0

Danielle Heiny is a success-oriented branding executive, who helps mission-driven organizations achieve explosive growth by harnessing brand potential, connecting the dots, and optimizing bottom-line results. Based in Washington, DC, she’s worked with the U.S. Department of Education, the International Chamber of Commerce, and a variety of nonprofits, government agencies, and international organizations. To learn more about Danielle, connect with her on LinkedIn or Twitter.