tbex europe 2015, keynote, michael collins, travelmedia.ie

TBEX Europe 2015

Costa Brava

Michael Collins

@TBEXevents@TravelMedia_ie

fb/TravelBloggersExchange

The Future of Travel Media & Travel PR

Change

1996 80% native English speakers

English, and the world will hear you. Tamil or

Portuguese, and you may have a harder time.

A new method for mapping how information flows

around the globe identifies the best languages to spread

your ideas far and wide.

Want to influence the world? (Shahar Ronen. MIT)Map reveals the best languages to speak.

HINT - If you’re considering a second language, try Spanish instead of Chinese

Greece – 2nd century AD - Pausanius

Ibn Baṭūṭahtravel - common Arabic literature

Fan Chengda – Song Dynasty

Grand Tour

William Thomas Beckford –

Dreams, Waking Thoughts, and Incidents

EconomicPolicitalPower

Freedom

South Africa

Burma 1999

Cambodia

Switzerland

41%

Europe

Travel Media Today

Who is the biggest publisher of travel media?

PanAM invented

inflight magazines

in 1966

• 3 billion travel the world on airplanes.

• 826 million are in the US alone.

• airline travel is growing at a 5% a year.

• Boeing need 37,000 new planes by 2033.

• travellers are heavy consumers of media – read, tweet, post, stream, like, share .

• airlines accidental media companies.

• Ink Publishing. 24 airlines around the world. 677 million passengers/readers.

• AA will carry 500,000 today.

• AA social media team of 21.

• 6000 tweets a week, 240 per hour.

• 80% of passengers read the magazine –

• 20-minute read, is an AVERAGE.

Google

Google v

traditional media

In the mean time, who wins.SEO, blogs.

future

of

HitchBOT

#hitchBOT@hitchBOT – 34KFacebookInstagram

CanadaGermany

Contentgenerationalage-relevant

passive, activeeveryone is reachable

everyone is a potential audience

Mia Isabella Collins

The Travel Industry

Insert pic of Etihad and Emiratesuse the title “Duel in the Dessert”

Long or Short?

Momondo, the acclaimed flight search engine, and the staff from Copenhagen's

Noma - voted 'best restaurant in the world' in both 2010 and 2011, have joined forces

to create an English language guide to Copenhagen. The sleek, hardback guide presents a unique collection of hidden gems, which make the city so special.

Augmented and Virtual Reality

• Marriott etc.

The future

The Listings – 2003Stena Line – 2005Backpacker – 2009Abroad, Business Traveller - 2010

Networking Events – Road Shows - AwardsSEO, blogging, content marketing, video

Trends in Travel Media• fiction, ebooks, photography, video, content

marketing, native video, live video, blogging, podcasting.

• Real time marketing. People wants answers now, not tomorrow, or later today. SEO/search.

• What questions we will have tomorrow, impossible to predict.

• Everything is last minute, content, hotels, flights, plans, holidays.

• Media – content preparation, proactive, not reactive.

0-2 days - lead

+8 days - lead

Cision Social PR Study 2015

• PR professionals strongly believe that PR is about conversations.

• Yet there remains a high number of PRs who are not responding to comments or engaging with conversations, posts and discussions on social media.

• While email and telephone are the most popular channels of communication used, the greatest disagreement is over the use of the telephone.

• 49% of PRs preferred to use telephone to pitch a story, while only 23% of journalists wanted to be pitched this way.

Cision Social PR Study2015

Cision Social PR Study 2015

Nearly half of PR professionals believe social media has made them less reliant on journalists to get their story out.