How to attract young travelers?

More and more connected travelers, especially young travelers under the age of 35, do not hesitate to consult the Internet on their smartphone to prepare a trip and then share their experience from their mobile.

 

ClubMed Agency in Paris

First, it is important to understand what 15-34 year olds do on their mobile. Snapchat is a worldwide social media platform used by many young people today. It has one hundred million users worldwide. This specific media was the most downloaded free application in 2014 in the United States after Facebook Messenger, (as the most used social network).

What kind of attitudes are adopted on mobile phones to better target and appeal to young customers?

Here are four tips we can give you:

  • Adapt your communication to your smartphone: so play on the virality of communication through photos, videos, sharing …
  • Last minute offers, (very popular), must also be available on mobile.
  • Adapt your website to a more mobile use, via a mobile site or an application. This responsive design allows the user to « automatically » upload your website to a different media.

Nina

Eurostar SNAP

Over a year ago, Eurostar launched a new « SNAP » offer.

The principle:

The aim? When connecting to the online service, the traveller can chose their destination and travel date, all while indicating whether they prefer a leaving in the morning or in the afternoon. Two days before departure, Eurostar sends the customer their allotted time schedule. Unlike a customer that pays the full price and can chose what time their train will be, Individuals using Eurostar Snap cannot chose a specific hour. Fortunately for them, prices are therefore considerably reduced.

To advertise this new service, social networks were the brand’s top priority. Their main target are young students frequently travelling to and from London and Paris. The campaign was mainly launched on Facebook and Instagram. To put forward their promotion,  they collaborated with the famous live streaming platform, Youtube.

Very little communication has been made around this up and coming concept. If you go on Eurostar’s website, you will not find this offer anywhere, unless you have already been informed about it. It never appears on the website.

So, despite the fact that the offer is very interesting and approachable, the company does very little advertising. It could attract many people and a new clientele who would not have the means to afford a classic ticket but it seems to be reserved exclusively for the frequent travellers. Perhaps this is due to their offer that appears only on their Facebook account, or maybe just by word-of-mouth.

Did EUROSTAR purposely remain discreet with this offer or was it always only reserved for certain users and at certain times of the year?

We will never know, but we believe that it is not very good communication.

Gare du Nord - Eurostar

Nina

Club Med is no longer the leader of holiday agencies in France

From the 1950’s to the 1990’s, Club Med was the leader and pioneer of all-inclusive holidays. Creating both a warm and cheerful atmosphere, they organised a lot of animations, outdoor sports, as well as a generous treat yourself lunch and luxurious swimming pools. The whole package was a revolution for travellers  around the world.

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But then, with the rise of consumerism and the appearance of competition, Club Med became weaker. Their opponents: Marmara, Tom Cook, Lookea. These agencies suggested the same services for a lower price.

With the economic crises in 2008, Club Med definitely lost their position in the top rank and became quickly surpassed by the other agencies. The gap is between them is huge today, Club Med is seen as an expensive and premium service, whereas tourists today are more eager to discover other countries in a much more immersive experience such as couch surfing, or AirBnB.

Julie

Do you know the environment of the tourism market ?

Online reservations, mobile marketing, buying clothes, tourist goals and expectations… Discover some key figures and major trends of e-tourism in 2016 and early 2017. Here is the conclusion of the latest studies and surveys carried out among French and international travellers worldwide.

      Key figures for e-tourism in 2016-2017 : 

  • 77% of the French population have prepared their trips or short stays online in 2016 ( greater than in 2015), according to the Raffour Interactive study.
  • 49% booked all or part of their holiday online (+ 4 points), paying in full online.
  • The mobile search rate will rise to 39% in 2017 against 32% in 2016.
  • Overall e-tourism revenue grew by 5% (excluding collaborative tourism), according to the study conducted by Phocuswright. It is expected to reach more than 20 billion euros in 2017.
  • Booking.com came up with 40% of sales. Half of them were made by Online Travel Agencies.
    During the individual’s trip, the online penetration rate reached 43%, according to the Phocuswright firm. Online and physical agencies  are basically equal.

The volume of on-line reservations is expected to maintain its strong growth of around 5-6% per year, reaching 20 billion euros in 2017 and reaching near parity with the in-store of physical agencies. Online agencies will share about 45% of the market, compared to 43% in 2015.

   Trends to do with travelling in the world  

What do travellers look for in 2016 around the world? How do they decide on what they want? What essential themes and criteria are taken into account when making their decision? Will their budget be increased in 2017 compared to 2016?

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Caroline

AirBnB taking over the hotel world

AirBnB is an online platform where people across the world can offer their homes for a certain time to holiday-goers that are looking for an affordable place to stay. Therefore, it is extremely practical and popular. However, the hotel industry is decreasing dramatically due to this new way of travel.

AirBnB appears to be more attractive to the customer’s eye because it offers a place to stay that feels like home. Indeed, instead of staying in a cold, depressing hotel room, you are able to live in a welcoming and cosy apartment, occasionally even a house. Some hotel rooms cost as much as renting a place to stay, that is much bigger.

Ever since it’s appearance, 115 million travellers have stayed in 3 million AirBnB residences in more than 191 countries.

airbnb-a8707ed9_original

Its popularity is mainly due to the young tourist group, (between 18 and 30 years of age). Many decide to travel around this age period and therefore, are often not able to afford a hotel. It is a great way to travel and they are able to share the location with their friends or other people who are in a similar economic situation. This phenomenon resembles a lot like the concept of a hostel.

Hotels tend to always be located in the centre of the city and are often full. AirBnB suggests homes wherever you want. This then enables you to live wherever is most convenient.

When renting a home with AirBnB, some amenities are included in the price: wifi, washing machine, etc.  On the other hand, when you’re a customer in a hotel, in order to be able to get luxuries like free breakfast, for example, you need to pay extra.

Check-ins and checkouts in hotels are always at extremely strict hours forcing you to meticulously follow the schedule. However, when staying with AirBnB, between the time you arrive and the time you leave, are open for negotiation with your guest. Depending on the individual, they are more than likely to agree with you, whatsoever.

Furthermore, staying in the same AirBnB as your host can help you meet new people as well as immerse yourself in the culture.

AirBnB was created in 2008 and its attractiveness has never ceased to grow. In 2015, hotels saw their occupancy drop drastically. Moreover, they have an additional reason to worry due to the fact that the alternative lodging business is now targeting business travellers: the basic hotel client.

Raphaëlle

When a travel agency makes fun of a virtual reality

Surfing the waves in Bali, toasting at the Oktoberfest in Munich, learning yoga in Phuket … in the campaign by TBWA Raad, everything is possible without even moving from your living room. All this thanks to a virtual reality mask. And judging by the enthusiasm of the users, the simulation seems convincing.

Virtual reality: a technology that now, few people have tried, and yet is the only thing people seem to be talking about nowadays. However, the travel company Dnata Travel, supported by the TBWA \ RAAD agency, does not share the same enthusiasm. Their campaign mixes videos and print and demonstrates the ridiculousness of the trend: that recalls with humour and self-derision to the audience that a virtual trip will never replace real life.

Brands are decreasing because they are unable to adapt themselves due to a virtual reality. With examples sometimes successful, such as that of Audi: with their campaign offering to their customers the chance to create their own circuit. Dnata Travel is a highlight to it’s service. The journey here is shown as a visual experience, but also sensorial, experimental and social. The simplicity in the aim of the campaign makes the message even more explicit: « The real journey, is better. « 

What’s better for a travel agency than to convey a humorous image by insisting on the happiness of traveling and feeling all the sensations for real while surfing on the current technological trends that make the buzz?

Nina

The launch of Lidl Travel on Trade

The French distributor Lidl is expanding it’s activities to the tourism sector, launching a platform that enables you to book trips on the Internet.

Lidl

The brand wanted to « add a new rope to it’s bow », and « go up the market by becoming a supermarket that out stands any other, » said Michel Biero, one of the leaders of the group in France, at a press conference Tuesday evening.

Lidl is not the first French distributor to sell start selling trips: Carrefour, Auchan and Leclerc also have a sales activity for vacations and tours that has been open for several years.

Casino and Cora, however, are two similar brands that eventually abandoned this sector, because of the lack of sufficient profitability.

Today, the distributor started their communication around this new service by creating an Instagram account and a Facebook page. They also organized an event with influencers in Paris to present this new offer.

Nina

How terrorists attacks impacting tourism ?

While Paris and Ile-de-France are severely affected by the lack of tourists following the last terrorists attacks, there are still regions that are doing surprisingly well.

Between October and December 2015, in spite of the attacks, we were able to observe a rise of more than 2% in hotel and seaside resident bookings compared to 2014. « Rural tourism also played a major part since foreigners have chosen to visit our countryside. The total of nights spent : more than 3% compared to the previous year ».

Tourists seem to be favouring Bulgaria, Spain and Portugal

France isn’t the only one impacted by this choice. It’s a difficult time for Maghreb and the Middle East too. Tunisia, which has also been hit by terrorists attacks in the past, is already recording 80% fewer reservations for next summer. Same thing for Turkey, with less than 73% reservations. One of the « refuge » destinations of this summer will be Bulgaria. This comes as a surprise with 106% additional reservations.

Also, the country expects twice as many tourists as usual, especially on the banks of the the Black Sea, where prices are similar to Tunisian prices. Furthermore, this year we’ll also find a lot more tourists in Portugal and Spain, and a little later on, tourists will want to travel to Thailand and Cuba, before the latter becomes too much of a huge touristic attraction.

Clara

Low-cost flights attract more travelers

Before the invention of Low-Cost airlines, travelling by plane was    quite expensive.

While domestic flights’, (within the country) prices remained the same: if you lived in Europe for example, a flight from France to Spain would cost you as much as a flight from France to Morocco.There exist a wide variety of low-cost flights. Needless to say that a customer wishing to travel cheaply has more than enough to chose from. Low-cost flights can be found in each and every continent. The most famous ones are: Southwest Airlines, Ryanair, EasyJet and Air Asia Group.

Their popularity is mainly due to the fact that they’re extremely cheap, but also because of their convenience. These flights will cover the exact same distance as a normal airline but for a lot less money.

Nowadays, when a customer wants to buy a ticket because he/she wants to travel to another country, they have the opportunity to compare their ticket with other companies online. Websites such as Kayak.com, (in France) for example, analyses the price of your current ticket, with the most expensive and cheapest one on other airlines. This is very beneficial for the customer. Travelling costs a lot of money. Perhaps they do not want to spend a lot of it on the plane fare.

Of course, if the individual is travelling a long distance, (between continents), it is important that they chose the most comfortable option; no matter the amount of money they spend!

Low-cost airlines are often used when they are found in great “package deals”. Travel agencies across the world come up with promotions from time to time. During a popular holiday period, for example, instead of going to Greece for 500 euros, individuals will be able to getaway for 200 to 300 euros less, (accommodation included).

However, these types of flights come with flaws as well. Very little money comes with very little comfort. Unlike important international airlines, class separation does not exist: there is no business or first class, everyone is seated the same. Complications can occur on these types of flights more often than others due to insufficient funds. It may be asked of the customers to come earlier than the expected time in order to get a seat due to overbooking. The tickets are not refundable.

Even though they are low-cost, there aren’t many differences with the other airlines. Travelling low-cost is very efficient: it doesn’t take up a lot of your time, tickets can be purchased at the last minute and you’re able to go places for very cheap that you never thought you would be able to go to. This phenomenon has increased a great amount over the past few years especially within Europe. Indeed, students across the continent are making the most out of inexpensive travels while on vacation.

Raphaëlle