Industry news: ITB Berlin, Instagram's New Feature, and more

Posted by Nelson Oduro on Mar 7, 2015

In this weeks installment of Industry News, we touch on the festivities going on at ITB Berlin, Instagram launches a new feature that tour and activity providers could benefit from and more!

ITB Berlin

ITB Berlin, the world’s leading travel trade show kicked off in Berlin this week. The 5 day event will conclude on Sunday the 8th of March. The trade show is the foremost business platform for global touristic offers in the world. 50,000 private visitors are expected to show up, 180 countries from five continents will exhibit at the event reaching 600 top buyers. This makes ITB Berlin the top event in travel industry , this itbberlinyears event has already amassed a turnover of 6 billion euros. Many panels and discussions will be taking place, like an executive roundtable focusing on in destination activities. TrekkSoft CEO Jon Fauver was a panelist for this discussion. The event will be open to the general public during the last 2 days.

 

Instagram Introduces New Ad Product

Instagram has unveiled a new ad unit where companies can show a series of photos in a post and at the end the user will be directed to company’s website, or any other site the company wants them to end up on. When companies post the pictures, users can swipe left to right to see the photos, at the end of the series, there will be a “Learn More” button. Users can click and will be on the company’s mobile site. Instagram is not providing a way for companies to track conversions from the clicks, however it is still a unique way to get users on to company websites. Founder of Instagram consultancy Beautiful amigoDestinations, Jeremy Jauncey had this to say  “This is huge news for the travel industry and further evidence of the importance of Instagram in the travel marketers arsenal. Where the early focus of travel brands has been on content creation, the ability to now link this content to measurable actions outside of Instagram is incredibly valuable.” Travel brands are excited for the new feature.

It wouldn't be an industry news update without any news on mobile usage and the importance of it. This week Tnooz published an article showing statistics on mobile usage in the travel industry. The numbers went farther than that, using a Switchfly study the stats were trying to figure with people book trips on impulse using mobile devices. Results from the Switchfly study shows that travelers aren't necessarily booking on impulse because these are the questions they consider before booking:

  • It’s an amazing deal on a hotel and flight (31 percent)
  • It’s perfect timing – they were already looking for a vacation (24 percent)
  • It’s an all-inclusive deal (20 percent)
  • They have a group of friends willing to go with them (15 percent)
  • The destination is somewhere they’ve never been before (14 percent)
  • They’re feeling spontaneous (14 percent)

If travelers are asking all these questions then bookings aren't be done on an impulse. However the article also sheds light  on a Nucleus study, which reveals a 70% increase year-on-year in mobile transactions. So although bookings are not impulse bookings they are definitely taking place on mobile devices.

 

abta-logoABTA, UK’s largest travel association with around 1,200 members 5,000 shops and offices, launched a new campaign aimed at building greater recognition and support for the travel and tourism sector. The campaign titled #ValueTourism is aimed for those standing in May’s general election. With the election a little over 2 months away ABTA is hoping this campaign will promote the value of the sector as a source of jobs and growth. ABTA Chief Executive Mark Tanzer on the campaign, “The General Election will shortly take centre-stage, with the themes of employment and economic growth central to the pitch that political parties will be making to voters. Our sector makes a huge contribution to the economy, providing over 3 million jobs and generating £127 billion within the economy each year. We now have a precious opportunity to promote our industry’s value and to ask political leaders to give us the recognition we deserve; we must not waste it.”
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Nelson Oduro

Written by Nelson Oduro

Nelson was part of TrekkSoft's marketing team in our New York Office for three years, paying particular attention to the growth of our digital marketing strategy.

Topics: Tourism trends

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