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, 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 years 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 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 Destinations, 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.