(W)right On Communications kicked off its Next 25 series with an expert panel on the future of sustainable tourism and travel including Visit Napa Valley, Lowe, Archer Aviation and TravelPulse.
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What may have started as a year full of excitement about cruises to tropical islands, getaways to the mountains, or first trips to magical theme parks has deflated into canceled plans, disappointment, and postponed dreams for travelers. travel
But that doesn’t mean all hope is lost for travel brands.
The spirit of travel is ingrained in us. Being confined for too long takes its mental and physical toll.
According to a recent Destination Analysts survey, almost half of American travelers are open to receiving news and updates about exciting travel destinations. People crave the mental break of reminiscing about places they have visited or dreaming of places they still want to go.
By adopting what is working in today’s unfamiliar travel PR and marketing territory, your brand could still find its voice and have it stand out over the crowd.
The knee-jerk reaction of most brands was to halt all advertising and social media posts immediately. These companies perceived it as the only way to survive. But silence is not always golden. Skift.com recently highlighted how Booking Holdings and their sub-brands (like Booking.com and Agoda) successfully increased their market share over other travel companies, simply by staying the course. Consumers continued to see their advertising — and reacted with their wallets. In the grand scheme of things, Booking Holdings’ overall revenue was down, as it was for most travel brands during this time, but they grew their market share on Trivago from 39% to 54% year over year.
What’s the lesson? You may not be able to grow your market but you can take market share from your competitors and be better positioned as the market recovers. Wouldn’t we all like to see our share of the proverbial pie grow in those kinds of increments? As the age-old saying goes, out of sight, out of mind.
In the same Destination Analysts survey, over 50% of respondents stated they would take a road trip over air travel in the next six months. That means it’s time for destinations to start investing in their own backyards. The drive market is calling. Even the New York Times is drawing attention to the nostalgia of road trip travel from decades ago when packing everyone in the family car and hitting the open road was the norm for summer vacations. Summers at the shore, camping in the mountains, and hiking in the forests have become welcome visuals overcrowded theme parks, city centers, and cruise ships.
The lesson is to let the drive market know you are there, what you offer (family drive-in movies in your parking lot? Drive through grab and go breakfasts?), and how you can help them save that much-needed family vacation— all to help boost your current business with the potential to create lasting loyalty and travel traditions for years to come.
PerformanceIN suggests that now is the time to leverage your relationships, affiliates, and partners across the industry to find mutually beneficial outcomes. Travel bloggers, media influencers, and attractions need to work together to reach their target audiences, maintain consistent messaging, and make the consumer feel confident about the travel experiences they are considering. Find ways to work with the media to promote how safe, comfortable, and enjoyable your destination is.
While many destinations and resorts have been afraid to host media or influencers given they can’t deliver the full experience or support their site visit with the normal level of service, these writers and personalities are hungry to travel and engage with your brand and share positive socially distanced experiences with their readers and followers. You can also partner with attractions or restaurants to become a sort of one-stop-shop offering value-based add-ons to your clients’ stay. As households plan their travel, they’re looking for space and safety, not for discounts, so don’t chase this market down: add value instead through partnerships. It’s an opportunity to create a win-win situation, and spreading the wealth could be mutually beneficial not only now, but as the basis for long-lasting collaborations into the future.
The lesson here is while we can’t get together physically, we can partner virtually to get messages out and create the best possible travel experience for guests and visitors.
The booking window for travel is shrinking — dramatically. Leisure travel used to have an average lead time of 28 to 90 days. According to Phocuswire, that window has whittled down to seven days. And in this period of stress, uncertainty, and distraction, time is of the essence. Consumers want to know that your destination is safe. They want to reassurance that safety protocols are being followed. They want to know that you know what you are doing. And they want to know that as soon as they get to your website.
Making it hard for them to find what they are looking for can mean one of two things: They will simply move on to your competitor’s site, or, they’ll call your hotel for this information, taking up the time of an already busy front-office worker. Don’t make the consumer do the work. Be proud of your message of safety — get it front and center. A video is the best way to show the consumer you mean business. Check out these videos we produced for Welk Resorts and the San Diego Tourism Authority for some great ways to let consumers know you mean business.
The lesson here is to show consumers your health and safety practices to build their confidence and secure their business. Let them see firsthand the steps your company is taking to ease any stress they may be feeling about their trip. Reach out if we can help you create your visual selling tool.
During a crisis, people want to know they are being heard. They want to be shown compassion. And they want to be able to let their guard down. It all starts with trust. Letting your consumer know that you hear and understand them and that you will cater to their needs speaks volumes. As Salesforce’s leading hospitality and tourism executive told Skift.com, lost are the days where frequent stays will increase a traveler’s loyalty status level. To win them over now, it’s time to get personal and customize their experience. Their information is at your fingertips — from their booking preferences to their age, hometown, and contact information. Building custom- experiences based on the knowledge you already possess will continue to make that customer brand-loyal for life.
According to Skift, more than 80% of customers said they experience a company provides is as important as its products and services. When you are thinking of your next mass e-blast or social media campaign, ask yourself how it speaks to your end consumer, specific personas, or the actual individuals receiving or engaging with your content. Does it get to them on an emotional level?
This lesson is that actively building connections will always yield higher returns than simply hoping for the best. One of my favorite mentors always said: “Hope is not a strategy.” Know your audience and what makes them tick. Then offer it to them. They will thank you in return.
Remember that this too shall pass. While we can’t know how quickly, we can continue to be present, be mindful of our message, and make the most of your assets to sell your story. The only direction to look is forward. Use thoughtful resources to guide your communications. Make every interaction intentional and meaningful. Consumers will remember — and will thank you for it.
By Shae Geary- Senior Communications Strategist
Industry trends are always a great place to mine for story ideas, especially when working with travel and hospitality clients. Some trends, like Pokemon Go! getaways, are short lived. Others, such as eco-travel, tend to define a whole generation and can change the nature of the industry forever. As the year draws to a close, we can’t resist looking ahead and seeing what’s in store for 2017. While none of us claim to have a crystal ball, here are a few trends (W)right On is keeping an eye on for the new year.
Smart Technology: Mobile technology will continue to play a significant role in making travel more convenient and streamlined. Smart companies are embracing the technology and enhancing the visitor experience by putting decision making in the palm of your hand. Expect activities such as checking in to your hotel, controlling the temperature of your room and booking activities all from your phone to become the new “normal.”
Digital Detox: While technology may be making travel more convenient, there’s also a backlash to the digital overload of daily life. The response? Innovative programs and services that allow travelers to get off the grid for a while. Wellness-focused offerings such as digital detox spa retreats, as well as activities like forest bathing, which encourage visitors to completely disconnect and revel in the natural world, will give travelers the peace and rejuvenation they seek.
Hipster Holidays: Thanks to the millennial generation, more travelers are choosing to explore lesser known cities and destinations. Along with the desire to go to unique places, this group also seeks authenticity and genuine, local experiences. While not a new trend for 2017, hyper-local activities and edgier, undiscovered venues will continue to appeal to this highly influential, independent traveler.
Beer-cations: Craft beer is having a moment. For the travel industry this has meant an increase in travelers who specifically seek out destinations with a strong craft beer vibe. Taprooms, beer events and other tasting experiences are the cornerstone of the beer-cation experience. However, look for the theme to show up in unexpected ways, too. On your next vacation, don’t be surprised if you are tempted by a beer-infused spa treatment or a “beer-tail” that features a unique blend of craft beer and traditional cocktail ingredients.
Solo Travel: At a recent media event, I was surprised when not one, but two female writers admitted that they enjoyed camping alone. It turns out that this may not be as surprising as it seems. According to Lonely Planet, a recent survey of 300 travelers indicated a majority of respondents planned to take a solo holiday in the coming year. Easy access to travel planning resources and the ability to stay connected while on the road are thought to be key influences in this current travel trend. Solo travelers like that they can set their own itinerary and feel that the experience enables them to more easily meet new people and immerse themselves in the local culture and surroundings.
In today’s digital-loving environment, it’s hard to find someone who doesn’t shop online. Retailers tempt with exclusive products, special deals and shipping incentives; and Cyber Monday is quickly on its way to taking over Black Friday, just about the biggest brick-and-mortar shopping day ever. So e-commerce has the world wrapped around its proverbial finger – but what about s-commerce? Yes, s-commerce, or social media commerce, is A Thing. Platforms like The Fancy (like a purchase-minded Pinterest) are in on the game, and Facebook started sussing out a Buy button in July. But people today move at a rapid-fire pace, and need something to keep up – enter Twitter’s new Buy button.
“We are beginning to test a new way for you to discover and buy products on Twitter,” the company announced last week. “This is an early step in our building functionality into Twitter to make shopping from mobile devices convenient and easy, hopefully even fun. Users will get access to offers and merchandise they can’t get anywhere else and act on them right in the Twitter app.” Already tested out by influential retailers, nonprofts and music acts including Burberry, The Nature Conservancy and Pharrell Williams, the “Buy” button works like it sounds – within the Twitter app, users can view a tweet offering a product. If they like what they see, they simply need to tap “Buy Now” to pull up more details, enter shipping and payment info and – done. Although results of the test run haven’t been provided, we at WOC think this will be a game-changer in terms of how brands do business on the Web – and on social media to boot. It’s a streamlined and straightforward way to make a purchase, and it’s intuitive – it speaks to the ever-present need to get things done and get them done fast. Where networks like The Fancy and Facebook encourage browsing, Twitter’s buying feature works just like the platform itself – real-time and easily consumed on the go. This tool is in beta for just the elite members of the Twitterverse for the time being, but it doesn’t mean you can’t plan ahead. Brands with marketable goods and services are wise to start thinking about how they can leverage this for success once it’s available to all. Sure, clothes and music are a great fit for this, but ponder how you can step outside the box and be an early adopter in your industry. For hotels, for example, this feature could act as an excellent sales tool. When new seasonal packages or meetings promotions roll around, tweet them out with the option to buy. Booking directly isn’t supported (yet), but a Twitter follower could easily purchase a voucher and connect with you to arrange their visit. You could take it one step further and create a great first impression, as well as maybe secure a true social media evangelist – when Twitter-sourced fans check in, greet them with a special treat and a note encouraging them to tweet about their stay with a preset hashtag. Nonprofits could use “Buy Now” to sell event tickets and donations by creating buy amounts, then let people buy $5, $10, $20 and so on. Much easier to manage – and more likely to make people feel at ease – than a buy-with-hashtag situation. Or, for agencies or inidviduals touting thought leadership, you could peddle whitepapers and access to webinars reserved just for your loyal Twitter fans. Any brand could build excitement and high-quality followers by releasing regular specials on a certain day, too – people would quickly look forward to “Travel Deal Thursday” or “Webinar Wednesday.” Have you tried out s-commerce, or will you now that it’s becoming so easy? Talk to us about it @wrightoncomm. By Erica Schlesinger, Communications Strategist
Emma DalyEmma is a senior at San Diego State University studying Journalism with an emphasis in Public Relations and a minor in Communications. Her passion for storytelling shines through in her writing. Emma is responsible for research and analysis for communication programs on both the hospitality and B2B sides of (W)right On. Her curiosity and attention to detail allow her to deliver meticulous work. Emma is originally from Connecticut and loves to surf, water ski and paint in her free time.
Felicia WatsonWith a proven track record of success and more than 20 years of design and marketing experience, Felicia approaches each project with a commitment to create an impactful design that achieves results. Responsible for leading the agency’s creative services that integrate print and digital graphic design, online programming, videography, editing and photography, Felicia also oversees agency services including animation, motion graphics, and emerging technologies including augmented/virtual reality and holography as they may be integrated in strategic communication programs.
Through the course of her career, Felicia has created effective marketing campaigns for many notable domestic and international brands including the Motion Picture Association of America, Kirkland, St. Jude Children’s Research Hospital, bliss Skincare, City National Bank, Abbott Diagnostics, KB Home and more.
Felicia holds a Bachelor of Arts from the University of San Diego and enjoys keeping abreast of new creative technologies in the ever-evolving field of marketing communications.
Corie FiebigerWith more than 10 years of experience in prior marketing roles in the Santa Barbara and Los Angeles markets, Corie supports the (W)right On team in multi-channel digital marketing, client relations management, social media, copywriting and copyediting, research and analytics, media pitching and more.
Corie holds a Bachelor of Arts degree in Communications from the University of California Santa Barbara.
Sonja HansonAs a Senior Communications Strategist for key accounts in our B2B and tech practice, Sonja is a strategic communications pro. With more than two decades of experience, Sonja is skilled in crisis communications, journalism, international relations, corporate communications and media relations.
Formerly Sonja held senior positions in public relations and communications primarily in government (U.S. Navy, National Park Service, City of Bellevue and the City of Bainbridge Island) and medical industries (Navy Medicine, UW Medicine, Seattle Children’s Hospital).
She achieved her Master of Arts degree with a focus in Communication Studies from San Diego State University and her Accreditation in Public Relations through the Public Relations Society of America (PRSA). In her free time, Sonja enjoys spending time out on the water, hiking and riding horses.
Aditi VengurlekarWith a background in video editing, special effects and painting, Aditi enjoys creating strategic, thoughtful and meaningful work. Her role of Multimedia Graphic Designer, combines her decade of experience in 3D animation for award-winning studios with her expertise in developing marketing, branding and promotional materials.
Aditi holds a Masters of Arts degree in Visual Effects and Animation and graduated with honors. Apart from professional endeavors, Aditi loves to paint, swim and spend time with her family.
David CumpstonDavid brings more than 20 years of communication experience to (W)right On, most recently as Associate Vice President at one of the largest PR agencies in the country. Spending most of his career in the Bay Area, he has developed and managed strategic communications for numerous prominent brands including JP Morgan Chase, Aramark, SEGA, Horizon Organic, Sutter Health, UCSF Medical Center, Stanford Children’s Hospital, Orbitz, Best Western, Walmart and Velodyne Lidar.
With expertise in consumer and B2B public relations from automotive, land development and high tech to healthcare, social justice and crisis communications, David is an asset on WOC’s B2B team and client partners.
He is a two-time winner of Bulldog Media’s Best Response to Breaking News Award and earned a bachelor degree in Mass Communication & Public Relations from Texas State University.
David cemented his love for travel early on and has visited more than 45 countries on six continents to date! In addition to travel, David is also passionate about dogs and, in particular, his Chiweenie mix, Dora. He’s always happy to share a photo or three of this wonderful rescue pup, so just ask!
Julie WrightJulie Wright is President of (W)right On Communications, Inc., the award-winning integrated strategic communications firm she founded in 1998. With offices in San Diego, Los Angeles and Vancouver, B.C., her team handles complex communications challenges for B2B tech, cleantech and energy, healthcare, tourism and hospitality, not-for-profit and public sector organizations. Wright and her team elevate the agency experience through data-driven insights and measurable results for client partners.
Earlier in her career, Wright served at several public relations agencies and in-house as Director of Marketing for a financial institution. She began her career as a journalist, working as a radio news anchor.
Wright currently serves as a director and past chair of the San Diego North Economic Development Council, on the board of the Los Angeles chapter of the International Association of Business Communicators, and as board vice president for the La Jolla Village Merchants Association. She has previously served on the Tri-City Hospital Foundation board and chaired the President’s Advisory Council for California State University San Marcos.
Wright was named a “Woman Who Means Business” by the San Diego Business Journal and a “40 Under 40” honoree by the San Diego Metropolitan magazine. She was also recognized with the annual Fran Aleshire Award for community leadership by Leadership North County and founded the LNC Alumni group, which is now 400 strong.
Wright holds a Bachelor of Arts degree from the University of B.C. and a Master of Journalism degree from the Graduate School of Journalism at the University of Western Ontario. She is a graduate of the Leadership North County program as well as the Corporate Directors Forum Governance Academy.
She lives in San Diego with her husband, has two sons in college, loves being outdoors in Southern California and Vancouver, and has a passion for elephants, frogs and Champagne. Twitter LinkedIn Facebook
Terry WhitakerA communications veteran with more than 18 years’ experience, Terry oversees (W)right On’s lifestyle division including the agency’s hospitality, tourism, senior living, wellness and education practice areas. He’s most at home developing and implementing fresh ideas and strategically integrated approaches for client partners’ complex communication needs that keep the agency at the forefront of our industry.
Before joining the (W)right On team, Terry was based in Sydney, Australia and represented client partners such as the USA’s National Football League, Visit California, Sydney Festival, Budweiser, Electronic Sports League, Holden, IBM, TEDx, Major League Baseball International and numerous others.
Terry’s past accomplishments include winning a Bronze Media Lion Award at the Cannes International Advertising Festival; helping three Australian startups be named to the Fast 100; and managing media relations for the Australian speaking tours of former US Presidents Bill Clinton and George HW Bush involving hundreds of journalists and raising millions for charity.
Outside of his professional endeavors, Terry enjoys family time with his wife and two young children, travel and team sports.
Brian WrightResponsible for communication programs research and analysis, Brian provides administrative and functional support to the agency’s program leads as well as senior management. With experience managing a retail store in the complex pool supply industry, Brian is a key contributor for social media programs, media relations, content development, vendor management, software programs oversight and other critical program aspects. He brings an innate sense of the agency’s GSD attitude to help ensure the agency remains at the industry forefront.
Brian holds a Bachelor of Economics degree from the University of Victoria in British Columbia, is an FAA-licensed Private Pilot, and is an accomplished musician and music producer in his spare time.
Grant WrightGrant Wright has more than 30 years of senior management experience including external affairs and business development leadership roles for major American and Canadian corporations and their subsidiaries. With extensive skills in all aspects of communications including media, regulatory, governmental, community outreach and labor relations; he has also led major infrastructure project development, M&A due diligence and implementation management, marketing and brand development, strategic planning and business plan development for small through Fortune 500 companies.
As CEO and Managing Partner, Grant provides oversight and senior-level communications and business counsel for the agency’s client partners while also overseeing agency management and administration.
Grant holds a Bachelor of Science degree in Biology and an MBA in Marketing and Finance. Professionally, he has been involved in corporate and not-for-profit boards of directors and is formerly a Board Director of the San Diego Venture Group (now Connect San Diego – regional venture capital ecosystem). Grant was also named a Finalist for the San Diego Business Journal’s 2016 and 2017 Most Admired CEO Awards. During his free time, Grant enjoys scuba diving, hiking and being a mentor for university students entering their professional careers. He is also a commercial pilot licensed in both Canada and the U.S. and is the founding board chairman of the Southern California Aviation Association that has provided more than $400,000 in student scholarship grants in the past five years alone.
Shae GearyShae Geary is a seasoned professional with 20 years of experience representing world-class travel and hospitality PR clients. Formerly PR Director with Four Seasons Resorts and a consultant for a wide variety of resorts in California, Hawaii and Mexico, Shae began her career in Hawaii for six years with the state’s largest PR firm. Over the course of her career, Shae has spearheaded numerous campaigns involving everything from hotel openings and property renovations to anniversaries and special events. Her expertise in communications and all things hospitality includes a broad range of niche markets – spa, golf, recreation, weddings, dining, luxury, family and green travel. Shae holds a Bachelor’s degree from Arizona State University and Master’s degree in Mass Communications (with PR emphasis) from UC Santa Barbara. In her spare time, Shae enjoys playing soccer, running training and spending time with her husband and two kids.
Roman LukjanenkoWith more than 10 years of video production experience, Roman is a skilled cinematographer, editor and animator for such organizations as HP, PetSmart, Airbnb and Nike. Prior to joining the (W)right On team, Roman supported UCLA and UCLA Health where he successfully helped researchers, educators and healthcare professionals communicate their messages through comprehensive videos and motion graphic animations. Roman believes that a well-crafted video brings organizations and their audiences closer together, improving understanding and ultimately strengthening society as a whole.
Phelan RiessenPhelan Riessen is a passionate web and graphic design artist with over 25 years of experience designing and building more than 60 websites for a variety of organizations. Skilled in fontography, web design, Photoshop and web marketing strategies; Phelan also holds a strong presence in the San Diego tech community by serving as an organizer of several large-scale events including RefreshSD, March Mingle and Startup Week.
Katrina EarlyFormerly with VisitBritain and Showtime Networks, Katrina Early provides (W)right On client partners’ integrated and creative partnerships with film and TV studios, retailers, and media outlets such as Sony Pictures, Universal, Warner Brothers, The Ellen DeGeneres Show and Entertainment Tonight to name a few. Experienced in the hospitality, travel, entertainment industries among others, Katrina coordinates all aspects of B2B industry events, as well as grows client partners’ audience social media engagement through highly sharable digital content. Results achieved include positive media placement in top tier outlets including National Geographic, Robb Report, Forbes, USA Today, LA Times, NBC/Today Show, E! News, Extra, The Tonight Show, People and many others. Katrina holds a Bachelor of Arts in Journalism & Public Relations from CSU Long Beach and a Master of Arts in Communications from the prestigious University of Southern California Annenberg School of Communication.
Hamish MarshallAs Director of Research & Analytics based out of (W)right On’s Vancouver office, Hamish leads (W)right On’s survey and stakeholder information gathering initiatives North America-wide. A former advisor to the Prime Minister of Canada, Provincial Premiers, City Mayors and dozens of elected officials, he also served in the government of Canada overseeing the quantitative and qualitative research activities of federal government agencies. With experience using every sort of data collection method to provide critical insights for strategic planning, marketing and other organizational activities, Hamish has worked with dozens of private and public sector client partners, including the world’s largest mining company. In 2004 he worked in radio business development in Kabul, Afghanistan, and he has volunteered in democracy-building activities in Bangladesh and Jordan. Today, Hamish is frequently sought out by the media as an expert commentator for national television, radio and print publications. Prior to joining (W)right On, Hamish worked as the Research Director for Angus Reid Public Opinion, conducting and performing analysis on surveys in the United States, Canada and the United Kingdom. He holds a Master of Business Administration degree from the University of Oxford in England, a Bachelor of Arts (Honors) degree from the University of Toronto and enjoys history, writing and sailing.