Storytelling on mobile for travel
& tourism Tine Thygesen &

Everplaces Global travel community, most
authentic design & foodie travel tips TripTale World’s best travel app builder for brands and DMOs How can we help you?

First thing to consider: Different
mobile platforms equal different behavior Research, Information Commercial transactions On-the-go Action, now Find, share, check Inspiration Photos, video Leisure, own time SmartphoneTabletMobile web

These are most common travel
activities research a trip look up maps or directionswatch travel videos Source: google.com/think SmartphoneTabletWebsite 88% 48% 78%

The best platform depends on
your goal Social spread Only works if indirect User Generated Content Awareness Better on Mobile Web Information, problem solving Useful Convert visits into fans Loyalty Better on Apps Vs

Regardless of what you choose
Ads don’t work the way they used to People are skilled at ignoring marketing and rarely change their mind.

Facts are not enough People
want stories...

“Happy family feeling” While actually
trying to sell more Coca Cola

Moleskine: cult notebooks used by
Picasso and Hemingway (but actually invented in 1997) Tell a story that lets people join an exclusive crowd...

Such as family closeness and
legacy “You never actually own a Patek Philippe, you merely look after it for the next generation” Sell something money can’t buy

We can use travelers experiences
to tell a story. Turtle selfie on Visit Australia’s Instagram got Source: instagram.com/Australia 61KTell your own story

Or wrap content in an
exclusive veil, using words “secret” or “insider”

Amazing images tell stories

We can use the “local”
concept to make people feel like a traveler, not a tourist Airbnb’s “Belong Anywhere” story

KLM “Lost and Found Dog”
video got got 12m views. There is no actual lost & found dog, but that’s not the point. The point is the story and the feeling it gave you watching. (Watch it, it’s cute: www.youtube.com/watch?v=NK-T_t166TY) Use cuteness to tell a story that portrays you as “warm & cuddly”

To make sure the story
hits the spot we can target a specific tribe

For added trust, aggregate content
from others, rather than writing it

Denmark. ‘Mobile Devices 2011ʹ′ by
TNS Gallup Getting visitors to share their stories (and generate awareness for you) Emotions which trigger to get people to share: -Achievement -Pride -Truly helpful -Self image Increasingly people prefer to share specifically within groups with same interest/community

‣ Pull Instagram feed, such
as #amsterdam into your apps and webpages. This provides the sites with dynamic and trusted content ‣ Instagram #takeover. Have a well-known person within your field take over your instagram account for a week. Quick ways to facilitate visual stories from users

Content strategies for mobile differs
from web. The key words here are not unique and quality. They are timing & relevance.

Context matters because when we
are hungry, tired, angry, bored or cold, we don’t care about anything else Timing + relevance = context

Put content into context 1.
#1 is location (what’s the best restaurant near me) 2. Time of day. At noon people want cafes, at 3am kebab joints. 3. Weather. In rain people want indoor activities, in 35C they want the beach.

Contextual on web is all
about Google People search for Location + desired activity. - It’s a SEO game: include tags, keywords and addresses - Everything must be optimized for mobile - Google+ content will show first for businesses

Apps gives you the chance
to use offline content. They even enable offline maps. That’s why they are important in travel marketing. Context on app

Apps enable Geo triggers Your
app can notify travelers when they are near places they want to see. You can set rules for what is shown to the consumer, based on when get near particular spots

Summary People use the mobile
for practical, I-need- this-right-now purposes. But if we: - Use great images, - Use trusted content from visitors - Tell a story, rather than selling - Aim for specific groups, Then we can make dreams come true

By Tine Thygesen, @tahitahi Thank
you! Considering an app for your business? Contact chris@triptale.net for great help! &

Page 1. Hot air balloons
- Signature of Asia http://www.signaturesofasia.com/myanmar-signature-one-only.html Page 5. Loyalty vs Awareness http://mashable.com/2011/10/10/pr-startups/ Page 6. Shibuya crowd: japanheartsfashion.wordpress.com Page 8. Coca Cola Page 9. Moleskine: Anja Mulder / https://www.flickr.com/photos/anmulder/3972712304 Page 10. Patek Philippe, www.patek.com Page 11. Visit Australia, www.instagram.com/Australia Page 12. Inspired by Iceland, www.inspiredbyiceland.com/secrets Page 13. Inspired by Iceland, http://www.inspiredbyiceland.com/secrets Page 14. Airbnb, www.airbnb.com Page 15. KLM https://www.youtube.com/watch?v=NK-T_t166TY Page 16. Visit Florida www.visitflorida.com Page 17. Ljubljana Tourism: www.visitljubljana.com Page 18. Spreng Ben / https://www.flickr.com/photos/sprengben/4462026879/ Page 21. http://gillank.files.wordpress.com/2010/08/an-unhappy-lama.jpg Page 26. http://magento.com/sites/default/files/3110_3_Mobile_Takeaways_Blog_Graphics_r1v1.jpg Page 27. http://zoomwalls.com/girl-headphones-ipad-hi-tech-hd-wallpaper/ Images and credits