Presentation on how should travel merchants work with travel bloggers, given at Performance in Travel and Leisure conference in London on 13th March 2012 by Martino Matijevic, Founder & CEO, WhichBudget.com

1. How Should
Travel Companies
Communicate with Bloggers
Understanding the Mindset of Long Tail and
Engaging with Travel Bloggers

4. The Travel Magazine : Social Publishing
Where to eat:
Jeanne Oliver, from French Riviera Traveller recommends
Safari and Don Camillo:
Safari in the Cours Saleya is too often overlooked
because of its hyper-touristy location. Yet, it's an excellent
place to sample real Nicois cuisine, prepared with care. Not
everyone loves sliced, raw baby artichokes in a salad but
true-blood Nicois wouldn't have it any other way. Although
the prices of EUR16 to 30 for a main course seem
expensive, actually the portions are copious and the plate is
always "garni" with a helping of veggies, or salad, potatoes
or rice. A starter would be superfluous. I also like the decor.
Outside is the busy Cours Saleya but indoors the rooms are
attractively decorated and the walls adorned with interesting
art. It's bright, animated and somewhat noisy.
For a quiet, classy choice, I would go for Don Camillo, on
the edge of the Old Town. The dinner is upper end but the
lunch at I think 25 or 30 (must check) is excellent value. The
cuisine is Mediterranean-inspired but the chef has a creative
take on it. And some classic French dishes like foie gras
(which I don't eat but some people do) are reportedly superb.
You can really take anyone there from your meat-and-
potatoes Dad to your metrosexual cousin from Paris.
Julie Ruelland recommends La ville de Sienne: "It is one of
the best restaurants I know of in Nice. Excellent homemade
pasta (I had something with pancetta, fresh cream,
parmesan and a reduction of balsamic Vinegar - awesome),
friendly service and a very nice setting with an open kitchen
where you can see the chef cooking."

5. About Us : WhichBudget Flight Search
Free flight search engine and destination finder

9. Travel Bloggers vs Travel Affiliates

10. Travel Bloggers vs Travel Affiliates
What do bloggers want from merchants?

11. Travel Bloggers vs Travel Affiliates
What do bloggers want from merchants?
Income
Content
Recognition
Freebies

12. Travel Bloggers vs Travel Affiliates
What do bloggers want from merchants?
Income
Content
Recognition
Freebies
Round up : do's and don'ts

13. Travel Affiliates vs Travel Bloggers

14. Travel Affiliate Travel Blogger

15. Travel Affiliate
Awareness → CPC, SEO, WoM
Interest → built elsewhere
Desire → if value for money
demonstrated
Action → direct links to providers

16. Travel Affiliate Travel Blogger
Awareness → CPC, SEO, WoM
Interest → built elsewhere
Desire → if value for money
demonstrated
Action → direct links to providers

17. Travel Affiliate Travel Blogger
Awareness → CPC, SEO, WoM Awareness → SEO and social media
Interest → built elsewhere Interest → inspiring content
Desire → if value for money Desire → if niche product
demonstrated
Action → done through price
Action → direct links to providers comparison, incentive and
retargeting sites

18. What do bloggers want from merchants?

19. What do bloggers want from merchants?
Income

20. What do bloggers want from merchants?
Income
– CPA → last cookie wins !

21. What do bloggers want from merchants?
Income
– CPA → last cookie wins !
– CPC/CPM → rewarded for influencing decision

22. What do bloggers want from merchants?
Income
– CPA → last cookie wins !
– CPC/CPM → rewarded for influencing decision
– Monthly tenancy/sponsorship → associating brand name/values with a
blogger

23. What do bloggers want from merchants?
Income
– CPA → last cookie wins !
– CPC/CPM → rewarded for influencing decision
– Monthly tenancy/sponsorship → associating brand name/values with a
blogger
Content

24. What do bloggers want from merchants?
Income
– CPA → last cookie wins !
– CPC/CPM → rewarded for influencing decision
– Monthly tenancy/sponsorship → associating brand name/values with a
blogger
Content
– Press releases, custom articles, relevant promotions

25. Hi Martino Matijevic,
Hope you're well.
The Monarch Flights code is still running:
£10 off Return Flights
Code: WARMUP
Valid for travel until the 31st May 2012
Terms & Conditions:
Discount Code is only valid on new bookings, cannot be applied to existing bookings and is not valid if flights are subsequently changed. Valid on
ZB flights only. Only one Discount Code can be redeemed per booking. Discount appears as an extra fare discount in running total and total
saved amount. To redeem Discount Code enter it in the box on the payment page.
PLEASE NOTE: When you are promoting this code, do not promote £10 off "all" Flights. This code is valid only on ZB listed flights.
Many thanks and have a great weekend!
The Monarch Affiliate Team

26. What do bloggers want from merchants?
Income
– CPA → last cookie wins !
– CPC/CPM → rewarded for influencing decision
– Monthly tenancy/sponsorship → associating brand name/values with a
blogger
Content
– Press releases, custom articles, relevant promotions
– Banners and branded search boxes are not content !

27. What do bloggers want from merchants?
Income
– CPA → last cookie wins !
– CPC/CPM → rewarded for influencing decision
– Monthly tenancy/sponsorship → associating brand name/values with a
blogger
Content
– Press releases, custom articles, relevant promotions
– Banners and branded search boxes are not content !
– free content = link building … and they know it !

28. What do bloggers want from merchants?
Income
– CPA → last cookie wins !
– CPC/CPM → rewarded for influencing decision
– Monthly tenancy/sponsorship → associating brand name/values with a
blogger
Content
– Press releases, custom articles, relevant promotions
– Banners and branded search boxes are not content !
– free content = link building … and they know it !
Recognition

30. What do bloggers want from merchants?
Income
– CPA → last cookie wins !
– CPC/CPM → rewarded for influencing decision
– Monthly tenancy/sponsorship → associating brand name/values with a
blogger
Content
– Press releases, custom articles, relevant promotions
– Banners and branded search boxes are not content !
– free content = link building … and they know it !
Recognition
– Resident expert

31. What do bloggers want from merchants?
Income
– CPA → last cookie wins !
– CPC/CPM → rewarded for influencing decision
– Monthly tenancy/sponsorship → associating brand name/values with a
blogger
Content
– Press releases, custom articles, relevant promotions
– Banners and branded search boxes are not content !
– free content = link building … and they know it !
Recognition
– Resident expert
– One-to-one relationship

32. « Think of the blogger, not the blog. »
Janice Waugh, Solo Traveler

33. What do bloggers want from merchants?
Income
– CPA → last cookie wins !
– CPC/CPM → rewarded for influencing decision
– Monthly tenancy/sponsorship → associating brand name/values with a
blogger
Content
– Press releases, custom articles, relevant promotions
– Banners and branded search boxes are not content !
– free content = link building … and they know it !
Recognition
– Resident expert
– One-to-one relationship
– Involve with product research/development

34. What do bloggers want from merchants?
Income
– CPA → last cookie wins !
– CPC/CPM → rewarded for influencing decision
– Monthly tenancy/sponsorship → associating brand name/values with a
blogger
Content
– Press releases, custom articles, relevant promotions
– Banners and branded search boxes are not content !
– free content = link building … and they know it !
Recognition
– Resident expert
– One-to-one relationship
– Involve with product research/development
Freebies
– No such thing as a free lunch !

35. « Ironically, now with the launch of my new travel
writing career, I remain motionless. My current financial
situation has me grounded indefinitely. »
Candice Walsh, Candice Does The World

36. Round up : do's and don'ts
by Heather Cowper, My Blogging Journey

37. Round up : do's and don'ts
Most bloggers work extremely hard on their sites and get very little
financial return from them, and they don’t want to feel they are being
taken for a ride by those who see them as a source of ‘free’ promotion.

38. Round up : do's and don'ts
Most bloggers work extremely hard on their sites and get very little
financial return from them, and they don’t want to feel they are being
taken for a ride by those who see them as a source of ‘free’ promotion.
Don’t send impersonal press releases to a random list of bloggers,
your efforts are better spent on targeted individual approaches.

39. Round up : do's and don'ts
Most bloggers work extremely hard on their sites and get very little
financial return from them, and they don’t want to feel they are being
taken for a ride by those who see them as a source of ‘free’ promotion.
Don’t send impersonal press releases to a random list of bloggers,
your efforts are better spent on targeted individual approaches.
Don’t send offers of ‘free’ content which are thinly disguised link
building campaigns – most bloggers realise that links from their site
have a value and they are sensitive about publishing articles that
reduce the trust of their audience.

40. Round up : do's and don'ts
Most bloggers work extremely hard on their sites and get very little
financial return from them, and they don’t want to feel they are being
taken for a ride by those who see them as a source of ‘free’ promotion.
Don’t send impersonal press releases to a random list of bloggers,
your efforts are better spent on targeted individual approaches.
Don’t send offers of ‘free’ content which are thinly disguised link
building campaigns – most bloggers realise that links from their site
have a value and they are sensitive about publishing articles that
reduce the trust of their audience.
Don’t expect bloggers to write
about your travel service unless
they have experienced it for
themselves – it’s better to make
the invitation to ask them to try
it out at no cost.

41. Get in touch!
Martino Matijevic
Founder & CEO
martino@whichbudget.com
Skype: martinomatijevic