August 6, 2024 • 8 mins
Pet Travel Trends & Viator's Emotional Storytelling Campaign
In this episode of Traditional Tourism Insights, host Pat Strader discusses the evolving trend of pet travel and its impact on the tourism industry. He explores how pet-friendly amenities and packages can create new revenue streams and enhance guest experiences. The episode also spotlights Viator's 'Regretless Do More' campaign, showcasing a masterclass in emotional storytelling and strategic marketing targeting Millennials and Gen Z travelers. Additionally, Pat reviews key takeaways from the latest travel sentiment study by Miles Partnership, emphasizing value, safety, flexibility, and personalization in travel marketing.
00:00 Introduction to Traditional Tourism Insights
00:50 Exploring Pet Travel Trends
03:08 Viator's Regretless Do More Campaign
06:03 Latest Travel Sentiment Study Insights
08:02 Conclusion and Contact Information
Mark as Played
Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Pat (00:13):
Hello and welcome to Traditional Tourism Insights, a
podcast by Digital Relativity.
I'm your host, Pat Strader,founder and CEO of Digital
Relativity, with 25 years ofexperience in travel and tourism
marketing.
I invite you to join me eachepisode for a quick look at
industry trends, research,emerging technologies, and more.
And real talk on what works,what doesn't, and why.
(00:37):
Grab a coffee, a beer, or acocktail.
There is no judgment here.
Let's have some fun with anhonest and irreverent look into
the nitty gritty of travel andtourism marketing.
Today's travel trends we'regonna have a little bit of fun
and we're gonna look at pettravel.
More and more travelers arehitting the road with their
(00:58):
furry little friends and this ismore than just a passing fad.
It's a reflection of a culturalshift.
Our pets are increasinglyconsidered part of the family.
Let's take a look at what thismeans for travel in the tourism
industry.
First of all, it's opportunityfor growth.
Pet travel is nothing new, butpet owners represent a
significant and growing marketsegment.
(01:19):
By catering to their needs, weare going to be able to tap into
a whole new revenue stream thatdifferentiates our brand by
providing amenities and optionsspecific to pet travel.
Enhanced guest experiences areincredibly important.
Offering pet friendly amenitiesand services not only attracts
pet owners, But also creates amore welcoming and inclusive
(01:42):
environment for all guests.
Here's some actionable tips foryou.
Create pet friendly packages,bundle your accommodations,
meals, and activities that caterto both pets and their owners.
It sounds crazy.
I know, but trust me, folks arelooking for these things.
Market your pet friendlyamenities.
Really highlight these featuresprominently on your website,
(02:04):
your social media campaigns,your marketing materials.
Make sure that you put thatfront and center that you are a
pet friendly destination.
Going the extra mile by offeringunique perks like pet welcome
kits, dog walking services,partnership with local pet
businesses.
I've seen this firsthand, beento a hotel where you walk in and
(02:26):
the dogs are getting treats asthey walk in.
It's just really, it's a lot offun, it's interesting, and
really catering to the petfriendly traveler is incredibly
important.
Be a resource for pet owners.
Provide information on petfriendly parks, dog parks,
trails, restaurants, veterinaryservices.
(02:48):
Make sure that folks feelcomfortable being there with
their pet knowing that they haveall the information that they
could possibly need.
By embracing this trend, you cannot only attract more guests but
also foster a loyal following ofpet loving travelers who
appreciate your efforts toaccommodate you.
They're furry little familymembers.
In today's campaign spotlight,we are going to be taking a look
(03:11):
at Viator's Regretless Do Morecampaign.
Some consider this a masterclassin emotional storytelling.
So first up, we're going toshine the spotlight on Viator's
captivating campaign, RegretlessDo More.
This campaign isn't just aboutselling tours and activities.
It's about tapping into theheart of what travel truly
(03:32):
means.
That's creating lastingmemories.
Viators! Brilliance lies in itsstorytelling.
The campaign features realtravelers sharing their personal
experiences from exhilaratingadventures to heartwarming
culture encounters, and thisemotional connection is
incredibly powerful and itsparks viewers to reflect on
(03:52):
their own travel aspirations andconsider what experiences they
might be missing out on.
FOMO, the power, right?
But Viator doesn't stop there.
This campaign strategicallytargets millennials and Gen Z
travelers, demographics thatcrave unique and meaningful
experiences.
By leveraging the fear ofmissing out, Viator instills a
(04:14):
sense of urgency in thesetravelers, encouraging them to
book those once in a lifetimeactivities.
Through a well orchestratedblend of digital marketing
channels, including socialmedia, captivating video
content, Strategic influencerpartnerships, Viator extends its
reach and amplifies itsmessages.
These influencers not onlyintroduce the campaign to a
(04:37):
wider audience, but also lend itto a sense of authenticity.
And credibility.
So they've also got some reallyfun and interesting spots that
they have been running, and Iencourage you to go and check
those out, just do a simplesearch form.
So what can we as marketingprofessionals learn from this
Viator success?
Well, first of all, it's embracethe emotional storytelling,
(04:58):
craft narratives that resonatewith your audience on a deeper
level, use testimonials, reallife antidotes, and evocative
visuals to connect with theirhearts and their minds.
Know your audience inside andout.
Understand the preferences,values, and motivations of your
target demographic and tailoryour campaigns to speak directly
to their desires andaspirations.
(05:20):
Earth shattering, I know.
FOMO is your friend as well.
Use it strategically to create asense of urgency and excite,
highlight the exclusiveexperiences and limited time
offers.
The travelers will miss if theydon't act quickly.
Lastly, harness the power ofdigital and influencer
marketing.
Reach your audience where theyspend their time just online.
(05:42):
Collaborate with influencers whoalign with your brand values and
can genuinely connect with yourtarget audiences.
Viator's Regretless Do Morecampaign is a shining example of
how a well crafted marketingstrategy Can inspire travelers
to embrace new experiences andcreate memories that will last a
lifetime.
(06:03):
Today's research roundup.
We are going to be looking atthe latest travel sentiment
study from miles partnership.
As always, we are very gratefulfor miles partnership for
providing this great informationto the entire industry for free.
I'll simply visit their website.
You can navigate to that, simplyput in your email address and
you can download this entirereport.
(06:25):
And this one is reallyinteresting.
Despite economic uncertaintiesand the lingering concerns about
inflation, the desire to travelremains very strong.
And this presents a uniqueopportunity for savvy marketers.
So here are a couple of the keytakeaways from the study and how
you can leverage them.
First, lead with value.
Travelers are looking for morebang for their buck.
(06:48):
Okay.
Highlight the value propositionof your offering, the
experiences, amenities andservices that make your
destination or brand stand out.
Secondly, safety and flexibilityare paramount.
Many travelers still feelhesitant.
Due to health and safetyconcerns, emphasize your
commitment to safety protocols,flexible booking options, and
(07:10):
put their mind at ease.
Third, be agile and responsive.
Travelers are booking closer tothe departure dates.
And this is a trend that we'vebeen seeing for quite some time,
but really pay attention tothat.
Use data driven marketing toidentify trends and adjust your
campaigns accordingly.
Considering last minute dealsand flash sales to capture
(07:32):
spontaneous bookings.
Lastly, personalization is key,right?
We talk about personalizationall the time.
You know, using first party datathat you have to create
personalized experiences foryour customers, tailoring your
messaging, recommendations, andoffers to their individual
preferences and behaviors.
By staying ahead of thesetrends, tailoring your marketing
(07:54):
strategies accordingly, You cantap into this resilient traveler
demand and drive bookings.
That's all for today's episode Ihope that you found one small
piece of information to help youalong your marketing journey If
you have any questions a topicthat you'd like to hear covered
or a great example of travel andtourism marketing in the wild
(08:15):
I'd love to hear from you.
Just drop me an email TTI atdigital relativity comm that's
TTI at digital relativity commOr you can text 209 300 5017,
that's 209 300 5017, or messageme on X at Pat Strader.
(08:37):
I'm your host, Pat Strader,signing off, and I invite you to
subscribe wherever you get yourpodcasts, and join us next time
as we continue to explore thefuture of travel and tourism
marketing.
Hello and welcome to Traditional Tourism Insights, a
podcast by Digital Relativity.
I'm your host, Pat Strader,founder and CEO of Digital
Relativity, with 25 years ofexperience in travel and tourism
marketing.
I invite you to join me eachepisode for a quick look at
industry trends, research,emerging technologies, and more.
And real talk on what works,what doesn't, and why.
(00:37):
Grab a coffee, a beer, or acocktail.
There is no judgment here.
Let's have some fun with anhonest and irreverent look into
the nitty gritty of travel andtourism marketing.
Today's travel trends we'regonna have a little bit of fun
and we're gonna look at pettravel.
More and more travelers arehitting the road with their
(00:58):
furry little friends and this ismore than just a passing fad.
It's a reflection of a culturalshift.
Our pets are increasinglyconsidered part of the family.
Let's take a look at what thismeans for travel in the tourism
industry.
First of all, it's opportunityfor growth.
Pet travel is nothing new, butpet owners represent a
significant and growing marketsegment.
(01:19):
By catering to their needs, weare going to be able to tap into
a whole new revenue stream thatdifferentiates our brand by
providing amenities and optionsspecific to pet travel.
Enhanced guest experiences areincredibly important.
Offering pet friendly amenitiesand services not only attracts
pet owners, But also creates amore welcoming and inclusive
(01:42):
environment for all guests.
Here's some actionable tips foryou.
Create pet friendly packages,bundle your accommodations,
meals, and activities that caterto both pets and their owners.
It sounds crazy.
I know, but trust me, folks arelooking for these things.
Market your pet friendlyamenities.
Really highlight these featuresprominently on your website,
(02:04):
your social media campaigns,your marketing materials.
Make sure that you put thatfront and center that you are a
pet friendly destination.
Going the extra mile by offeringunique perks like pet welcome
kits, dog walking services,partnership with local pet
businesses.
I've seen this firsthand, beento a hotel where you walk in and
(02:26):
the dogs are getting treats asthey walk in.
It's just really, it's a lot offun, it's interesting, and
really catering to the petfriendly traveler is incredibly
important.
Be a resource for pet owners.
Provide information on petfriendly parks, dog parks,
trails, restaurants, veterinaryservices.
(02:48):
Make sure that folks feelcomfortable being there with
their pet knowing that they haveall the information that they
could possibly need.
By embracing this trend, you cannot only attract more guests but
also foster a loyal following ofpet loving travelers who
appreciate your efforts toaccommodate you.
They're furry little familymembers.
In today's campaign spotlight,we are going to be taking a look
(03:11):
at Viator's Regretless Do Morecampaign.
Some consider this a masterclassin emotional storytelling.
So first up, we're going toshine the spotlight on Viator's
captivating campaign, RegretlessDo More.
This campaign isn't just aboutselling tours and activities.
It's about tapping into theheart of what travel truly
(03:32):
means.
That's creating lastingmemories.
Viators! Brilliance lies in itsstorytelling.
The campaign features realtravelers sharing their personal
experiences from exhilaratingadventures to heartwarming
culture encounters, and thisemotional connection is
incredibly powerful and itsparks viewers to reflect on
(03:52):
their own travel aspirations andconsider what experiences they
might be missing out on.
FOMO, the power, right?
But Viator doesn't stop there.
This campaign strategicallytargets millennials and Gen Z
travelers, demographics thatcrave unique and meaningful
experiences.
By leveraging the fear ofmissing out, Viator instills a
(04:14):
sense of urgency in thesetravelers, encouraging them to
book those once in a lifetimeactivities.
Through a well orchestratedblend of digital marketing
channels, including socialmedia, captivating video
content, Strategic influencerpartnerships, Viator extends its
reach and amplifies itsmessages.
These influencers not onlyintroduce the campaign to a
(04:37):
wider audience, but also lend itto a sense of authenticity.
And credibility.
So they've also got some reallyfun and interesting spots that
they have been running, and Iencourage you to go and check
those out, just do a simplesearch form.
So what can we as marketingprofessionals learn from this
Viator success?
Well, first of all, it's embracethe emotional storytelling,
(04:58):
craft narratives that resonatewith your audience on a deeper
level, use testimonials, reallife antidotes, and evocative
visuals to connect with theirhearts and their minds.
Know your audience inside andout.
Understand the preferences,values, and motivations of your
target demographic and tailoryour campaigns to speak directly
to their desires andaspirations.
(05:20):
Earth shattering, I know.
FOMO is your friend as well.
Use it strategically to create asense of urgency and excite,
highlight the exclusiveexperiences and limited time
offers.
The travelers will miss if theydon't act quickly.
Lastly, harness the power ofdigital and influencer
marketing.
Reach your audience where theyspend their time just online.
(05:42):
Collaborate with influencers whoalign with your brand values and
can genuinely connect with yourtarget audiences.
Viator's Regretless Do Morecampaign is a shining example of
how a well crafted marketingstrategy Can inspire travelers
to embrace new experiences andcreate memories that will last a
lifetime.
(06:03):
Today's research roundup.
We are going to be looking atthe latest travel sentiment
study from miles partnership.
As always, we are very gratefulfor miles partnership for
providing this great informationto the entire industry for free.
I'll simply visit their website.
You can navigate to that, simplyput in your email address and
you can download this entirereport.
(06:25):
And this one is reallyinteresting.
Despite economic uncertaintiesand the lingering concerns about
inflation, the desire to travelremains very strong.
And this presents a uniqueopportunity for savvy marketers.
So here are a couple of the keytakeaways from the study and how
you can leverage them.
First, lead with value.
Travelers are looking for morebang for their buck.
(06:48):
Okay.
Highlight the value propositionof your offering, the
experiences, amenities andservices that make your
destination or brand stand out.
Secondly, safety and flexibilityare paramount.
Many travelers still feelhesitant.
Due to health and safetyconcerns, emphasize your
commitment to safety protocols,flexible booking options, and
(07:10):
put their mind at ease.
Third, be agile and responsive.
Travelers are booking closer tothe departure dates.
And this is a trend that we'vebeen seeing for quite some time,
but really pay attention tothat.
Use data driven marketing toidentify trends and adjust your
campaigns accordingly.
Considering last minute dealsand flash sales to capture
(07:32):
spontaneous bookings.
Lastly, personalization is key,right?
We talk about personalizationall the time.
You know, using first party datathat you have to create
personalized experiences foryour customers, tailoring your
messaging, recommendations, andoffers to their individual
preferences and behaviors.
By staying ahead of thesetrends, tailoring your marketing
(07:54):
strategies accordingly, You cantap into this resilient traveler
demand and drive bookings.
That's all for today's episode Ihope that you found one small
piece of information to help youalong your marketing journey If
you have any questions a topicthat you'd like to hear covered
or a great example of travel andtourism marketing in the wild
(08:15):
I'd love to hear from you.
Just drop me an email TTI atdigital relativity comm that's
TTI at digital relativity commOr you can text 209 300 5017,
that's 209 300 5017, or messageme on X at Pat Strader.
(08:37):
I'm your host, Pat Strader,signing off, and I invite you to
subscribe wherever you get yourpodcasts, and join us next time
as we continue to explore thefuture of travel and tourism
marketing.
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