Working with the AAA Travel Program Colby Olen, Account Representative

Transcription

1 Working with the AAA Travel Program Colby Olen, Account Representative

2 Tourism Development Team Deleyse Langdale, CTA Vice President, Global Tourism Development Jaimie du Bois, CTA Tourism Development Manager Susan Takano, CTA Tourism Development Manager Lilly Owsley, CTA Sales & Tourism Development Coordinator UK & Ireland Australia & NZ US, Canada, & Mexico Europe & Asia Team Support

3 What does Tourism Development do? Target domestic & international visitors through traditional travel trade channels including tour operators, travel agents, receptive operators, OTA s and media, while remaining proactive in seeking opportunities from any new & emerging distribution channels.

4 Top 10 Markets: Domestic 1. San Francisco-Oakland-San Jose, CA 2. Sacramento-Yolo, CA 3. Los Angeles-Riverside-Orange County, CA 4. New York-Northern New Jersey 5. San Diego, CA 6. Seattle-Tacoma-Bremerton, WA 7. Chicago-Gary-Kenosha, IL 8. Washington-Baltimore, DC 9. Phoenix-Mesa, AZ 10. Portland-Salem, OR-WA

5 Top 10 Markets: International 1. Canada 2. United Kingdom 3. Germany 4. Australia 5. France 6. China 7. Mexico 8. Japan 9. Denmark 10. Republic of Ireland

6 International Offices

7 How we do it Partnerships with BrandUSA, Visit California, SFT Travel, CA DMO s Trade Shows; reach highly targeted travel trade professionals & media Outreach & Training: to travel agents & tour operators Familiarization (FAM) Tours to showcase the destination & product Targeted external communications Marketing co-op programs with tour operators/airlines/distributors Targeted industry insights for SCT partners: newsletters, webpage Industry education programs for Sonoma County partners

8 Examples of travel trade Tour Operators: (B2B & B2C) Infinity, CANUSA, Virgin Holidays Travel Agent Consortia: (B2C) Virtuoso, ABC, Travel Managers, Travel Counsellors Independent Travel Agent: (B2C) Lorene sharptonguedconsulting Receptive Operators & Bed Banks: (B2B) Hotelbeds, Bonotel, TourMappers GDS: (B2B) Sabre, Travelport, Amadeus OTA s: (B2B & B2C) Expedia, Viator, Tabikobo, Travelzoo

9 AAA s saturation and relevance in the Sonoma area market

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12 According to Sonoma County Annual Tourism Report: 1. Visitors spent $2.1 billion on travel-related items in 2017 AAA Members account for 31% of total spending, or, $651 million 2. Average ADR in Sonoma County in 2017 was $ while AAA Member ADR is $171 Also: 1. AAA Members spend $197 per person, per day on travel related expenses in-market 2. AAA has 59+ million Members with expectations to hit 60+ million by 2020

13 1. Southern California 2. Pacific Northwest (Portland/Seattle) 3. Northeast (NYC/Boston/DC) 13

14 Find out how to become Inspected & Approved

15 1. Establishment is a bona fide attraction, as opposed to a purely commercial venture or retail outlet. 2. Attraction is safe and has not been cited by local, state or federal authorities for safety concerns/violations. 3. Establishment is appropriately located for business or leisure travel. 4. Establishment is financially solvent. 5. Establishment is open a minimum of 12 hours per week on a regular schedule. 6. Establishment has no discriminatory policies and is open to the public at large. 7. Attraction does not require particular expertise, special training or certification in order to experience it. 8. Facilities are clean and well maintained. 15

16 1. Complete the AAA Inspection Form which can be found here: on.pdf 2. Complete and submit Payment Form along with 1-time payment of $500: ng_fee.pdf 16

17 utu.be 17

18 1. Download and review Lodging Approval Requirements & Diamond Rating Guidelines: 2. Complete & Submit Lodging Inspection Application: 3. Complete & Submit Lodging Application Processing Fee Form (one-time fee of $500): 18

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20 Benefits of being Inspected & Approved

21 TourBook Guides AAA prints millions of TourBook guides to meet the demand of our members. There are a variety of options to make your property stand out to one of the largest leisure travel markets. 21

22 TripTik Travel Planner: AAA's premier online trip planning resource provides travelers with step-by-step driving directions and interactive maps, AAA Approved and Diamond Rated hotels and restaurants, attraction and event listings, points of interest details, travel advisories and more at AAA.com/Travel. 22

23 AAA Online Travel Guides AAA provides a digital option that features a predictive search functionality for members who want to further explore a city or destination. It also allows members an opportunity to explore a city based on specific content that is important to them. The Travel Guides option is also located in the TripTik Travel Planner. 23

24 Partner with AAA to reach our 59+ million Members What Story Do You Want to Tell?

25 Official Appointment Get the Word Out- You Are Inspected & Approved How it Benefits Hotels: 1. GDS Production helps increase AAA travel agent bookings 2. Allows hotels to run Hot Deals to increase AAA.com production 3. Helps with sort-order ranking on AAA.com 4. Allows hotels to keep standard listing in TourBook Contact: Colby Olen

26 Official Appointment HOT DEALS Contact: Colby Olen

27 TourBook usage is up to 24% from 23% the previous year 14,000,000 AAA Members USE TourBooks 12 month shelf life compare with monthly publications GFK MRI reports, DK Shifflet, Membership Survey

28 California: 201,081 Texas: 25,801 Ontario: 7,440 Florida: 16, Northern California TourBook: 482,207 Pennsylvania: 12,680 Washington: 18,504 British Columbia: 11,016 Oregon: 13,056 Contact: Colby Olen Slide 28

29 1. 100% Guaranteed Exposure for Maximum AAA Audience Development 2. Reach every Member searching anywhere in Northern California 1. Reach thousands of AAA Travel Agents across the US/Canada 29

30 *IMPORTANT* Tours & Attractions can link off of AAA.com back to their website directly! Contact: Colby Olen

31 1. Ad follows and is served to AAA Members who visit AAA.com 2. Ad redirects AAA Member back to hotel s booking page Contact: Colby Olen

32 Extended Audience Device ID Target AAA Members Anywhere How Does it Work? What is Device ID? 1) Advanced spatiotemporal mapping allows us to target devices seen at a specific location and date as recent as 5 days ago and as far back as one year. AAA s Premiere Display program targets sites within a Brand Safe Publisher Network 2).

33 Popular DID Targeting Strategies V I S I TO R TA R G E T I N G C O N Q U E S T V I S I TO R TA R G E T I N G H O M E A D D R E S S I D E N T I F I C AT I O N & R E V E R S E A P P E N D H O U S E H O L D E X T E N S I O N & LO O K A L I K E TA R G E T I N G Reach consumers who have visited target locations in the past, regardless of where they are now. Reach consumers who have visited your competitors locations. Link home addresses to device IDs, and vice versa. USPS addresses of device IDs targeted are available for purchase for specific use in a direct mail campaign. Expanded audience segments that include other devices in the household and/or audience members with the same demographic and behavioral attributes.

34 What is MicroProximity Targeting? + = Q U A L I T Y L O C AT I O N S Q U A L I T Y D E V I C E L AT / L O N G Q U A L I T Y TA R G E T I N G

35 Location Data Collection

36 Performance Metrics

37 Why AAA?: 1. AAA Members spent approximately $651 million in Sonoma County in AAA has 59+ million Members with expectations to hit 60+ million by 2020 HUGE Audience 3. 77% of AAA Members book direct! Only leisure channel to drive direct bookings. How to Partner with AAA: 1. Official Appointment (hotels) Utilize Hot Deals to increase conversion, increase production via GDS and increase sort-order on AAA.com 2. TourBook Use imagery and inspiration to drive direct business in Sonoma during the travel planning process 3. AAA.com Digital Marketing Shift share from Napa competitors and hotels in your comp-set 4. Device ID/Micro-Proximity Digital Display: Target AAA Members as specifically as possible based on past physical locations to draw attention and business from competitors to you.

38 Thank You for Your Business! Colby Olen AAA/CAA Regional Multimedia Account Manager Multimedia Marketing AAA Travel Information & Content Publishing Mobile: Fax: AAA.biz/Approved Contact: Colby Olen