Carl Michel, Executive Chairman, Generator Hostels. Travel Distribution Summit - Europe 2015 TDSEU15, May 6-7, London

Transcription

1 Carl Michel, Executive Chairman, Generator Hostels Travel Distribution Summit - Europe 2015 TDSEU15, May 6-7, London

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11 *based on responses in nine developed countries

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15 84% of Millennials are influenced by user generated content but if you lack the UGC you can also curate it via bloggers/tastemakers. Social feed at events with leader boards and influencers competing to be at top 4 in 10 people retweet photo or video content very visual content is the catalyst that powers the consumer journey and creates a community Typically multiple sources to form an opinion and make a purchase but 32% of Millennials would not book accommodation without UGC Telling a story helps connect at a deeper level simply talking about your product is much too crude. Use lifestyle imagery to inspire.

16 Bloggers As most blogs tend to grow organically, they develop an element of trust with their readership Establishing relationships with key bloggers is essential to tapping into the right audience Build a bloggers strategy to support the content that you curate/create and expand your reach let stuff go viral. Work with bloggers to create content. Co-branding with blogs Bloggers can be brands in their own right or valuable brand wrappers for content- they need to be nurtured Blogs are twice as likely as magazines to have inspired a product purchase over the last 6 months Snap Traveller: a platform for bringing 150+ hotels to 3k influencers

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18 According to The Millennial Impact, 65% of Millennials claimed that finding missing or hidden information was the largest nuisance for them. Millennials demand easy-to-find information and a lot of it, before they are truly comfortable making a final decision. Relevant marketing content is essential to Millennials. 46% of those in the U.S. and 35% in the UK are willing to provide more data to businesses if it means they won t have to waste time with irrelevant offers. Generator make sure social media accounts not only entertain but showcase properties. 62% of Millennial shoppers already know what they want to buy through prior online research.

19 Generator s Millennial audience expect a two-way, mutual relationship via Social Media the reciprocity principle 97% of Millennials post on social networks and share experiences with friends while traveling, and three in four do so as often as once a day. Generator s most engaged single post a shareable quote photo: Total reach of 63,776 people 2,571 Likes 8 comments 31 shares Important to have strategies also for Pinterest, Instagram, You Tube (and others, depending on market). Think visual, viral, two directional engagement

20 Content needs to have emotional relevancy to stand out from the noise and seek to create a conversation Fast response ( I didn t know they cared ) Wow factor ( My friends will love to see this ) Important to have your local team working on this as part of their day job via regular live twitter/instagram feeds

21 Photo-booth We have photo-booths in most our properties to support our ethos as a social brand. The booth is a part of the Generator experience User generated content Share on social (Facebook and Twitter) using #hashtags

22 Content needs to be culturally relevant, authentic and consistent if it is to resonate well with youth consumers. Proactively supporting the This is Out Here project UGC - Social campaigns Incentivise by offering 2 free nights at any Generator as well as recognition from the creators of the project. Extra content around This is Out Here to communicate their individual personalities to the audience. Screenings in hostel Instagram content (short form video) and journals Series of interviews with This is out Here team - a simple concept that gives audience a chance to know the emerging creative talent behind the publication. Use influencers to spread the word

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