In our ongoing series of the new digital brand culture, this is a perfect example of the trend we discussed on the recent blog on new brand culture in the digital age.
The Barbados Tourism Encyclopedia along with many tourism destination marketing authorities are now in the business of self publishing, and one of the best ways to do this is via your own magazine. Tourism destinations are looking for quality publication where they can also sponsor editorials and have professional journalist tell their story. Some bypass the media altogether and create their own publications which they put in multiple channels.
Above: Travelersinsight Magazine Publication 3 D representation of the new brand culture self publishing for tourism.
TI Magazine has created several publication on tourism destinations all with the theme of presenting real and interesting people, culture and heritage to travellers. The Latest edition on Barbados holidays for The independent Traveller is no exception read all about it here >>>
A Near-Death Experience for Travel Brochures – Small City Branding Around the World.
A user account of how social media, users based content is fast replacing the official brochure. Travelers love real people accounts not the same old hype and spin they find in professionally produced brochures.
“The Indy’s circulation has fallen to a level that no longer makes the paper a viable proposition”. Newsstand sales are just over 43,000, when there are 41,000 newspaper retail outlets in Britain. That’s just one sale per stand.
It faces oblivion as they are losing circulation on a weekly basis.
Is this another nail in the way of newsprint? Or is it just a shakeup in the media?
I suspect that its all going to be digital with pockets of specialty print and special market publications for off line consumption. Pitty – I love printed material and still buy the Globe and Mail at least once a week. Nothing like coffee and catching up with world as they unfold in the printed page!
The overriding trends is diversification in marketing: That actually is my take on it and somewhat consistent with the HotelNewsNow report which draws on the PhoCusWright summary folloing WTM in 2013.
HotelNewsNow starts with how new content patterns are challenging distribution and again this is about diversification in content providers. As i say in my book, we are all publishers now and this is having a growing impact on distribution as we as suppliers start to use the media to interact with guests and potential guests. We call it the Ubiquitous footprint – see video on You as Publisher.
“Ubiquitous online communications allow even small hotel companies to connect with customers in real-time, allowing them to shop and book without delay. Those same companies, as well as the individuals they serve, also are better able to collect and integrate itinerary data from multiple sources without a GDS:Says Cees Bosselaar of PhoCusWright.
In this article the author, César López Business Development manger at Miria in Spain, says “Your website will sell increasingly less” This is apparent already as we see trend across media for travelers to look at many websites. While many like to do business directly with the hotel, there are many other options and often better prices and incentives on site that are not the hotels own website. César López syas however that “if you do not connect it to the meta-search websites” you will loose bookings. As he puts it: “If the three large platforms gain prominence for the final client and become decisive when diverting traffic to certain providers, it will be these providers who will benefit from it. If your website is not part of them, you lose the battle”.
The 3 platforms he is referring to are the new hotel metasearch options. Google (especially Hotel Finder), Tripadvisor and Trivago.
This is a vital piece of information on understanding media, publishing and marketing in the digital age. The video explains how to use the various components of the content landscape to create your own travel cloud. It is a new look at how to use your social media network to super-charge your marketing. It it you will learn about the 4 basic components of source. format, media and promotions and how they interactive to help you create a ubiquitous footprint.