The Power of Visual Discovery For Travel & Tourism

1. • KURNIAWAN SANTOSO
• IESE, ICE BSD, 9 May 2017
The Power
of Visual Discovery
For Travel &
Tourism

2. Kurniawan Santoso
​ ADVISOR –TRAVEL & ECOMMERCE
2

3. Where is it?
@wahnails

4. But, why?
@wahnails

5. I want
to be there
@wahnails

7. Search is not a natural point of entry on mobile

8. In apps, people expect
to discover things
just for them
The mobile mindset for
brands to tap into is
DISCOVERY

9. Search
I know what brand/
category
I am looking for
Disruption
e.g. TV/Pre-roll
Brands interrupt
content
I want to watch
Discovery
Mobile Feed e.g. Facebook &
IG
I am open to discover
content & messages from
friends, family, public
figures, publishers &
brands

10. ser·en·dip·i·ty
/ˌserənˈdipədē/
The occurrence and development of
events by chance in a happy or
beneficial way.

11. Travel on Facebook

13. Dreaming Planning Booking Sharing

14. Dreaming
Indonesian found Information
about Travel destination on
Social Media
69.5%
Source: Emarketer

15. Planning
of online travelers visit social
networking sites to influence
destination selection
40%
of Facebook users
stated
that seeing friends’
vacation pictures
inspired them to book a
trip to that destination
52%
Sources: Facebook Internal Data; PhoCusWright Consumer Travel Report Fourth
Edition, Skyscanner survey, WTM Industry Report.

16. Hotels are booked online
73%
Booking
billions and % change
Digital Travel Sales in Indonesia, 2015-2020
2015
$5.00
2016
$5.97
2017
$7.03
2018
$8.17
2019
$9.33
2020
$10.49
Digital travel sales % change
Note: includes leisure and unmanaged business travel sales booked via any
device; converted at the exchange rate of US$1=IDR13,395.55
Source: eMarketer, July 2016
211902 www.eMarketer.com
32.5%
19.5% 17.7% 16.2% 14.2% 12.5%
Sources: Facebook Internal Data; PhoCusWright Consumer Travel Report Fourth
Edition, Skyscanner survey, WTM Industry Report.

17. Sharing
of stories shared to users’
Facebook timelines were
travel experiences, more
than double that of the
next category.
42%
of travelers update their
Facebook status while on
holiday
70%
Sources: Facebook Internal Data; PhoCusWright Consumer Travel Report Fourth
Edition, Skyscanner survey, WTM Industry Report.

18. 1. Mobile is where your audience is
2. People consume mobile differently
3. Find opportunities to deliver brand
love

19. Our Facebook community
1.9 BILLION
people on Facebook
each month
1.2 BILLION
people on WhatsApp
each month
1.2 BILLION
people on Messenger
each month
700
MILLION
people on Instagram
each month

20. Our Facebook community

21. 21
nomophobia ˌnō-mə-ˈfō-bē-ə:
a growing fear in today's world of being without a
mobile device, or beyond mobile phone contact.

22. S O A S M A R K E T E R S ,
​ How do we connect
with Travelers?
22

23. 23
The New VISUAL LANGUAGE

24. Wow, Liburan di Lombok seru banget…

25. Wow, Liburan di Lombok seru banget…

26. Wow, Liburan di Lombok seru banget…

29. People now expect communication that is…
Mobile + Visual Language
IMMERSIVE
EXPRESSIVE INSPIRATIONAL
29

30. 30
In our TL;DR world, visual formats
like video make us pause and
engage
5x
longerlooking at video than
static content across
Facebook and
Instagram.
People spend
Facebook IQ Source: "Video in Mobile Feed" by Kantar Media (Facebook IQ-
commissioned research lab of 114 people ages 18-30 in UAE and UK who watch short
form online video (<10 minutes) including ads and non ads at least monthly), July 2016

31. 31
To stop thumbs, connect with people when it matters
Reach them wherever
they are
Inspire them in their
feed
Communicate with
them through
messaging
Connect with them on
other apps and sites

32. …With visual, immersive, engaging formats built for
mobile
32

33. 3333
Case Study: Optimizing for success
​ 2.8x​ more
revenue
​ 2x
​ more
purchases
​ 6x​ more
flight purchases
​ When comparing conversion optimization to
clicks, Tiket.com achieved:
​ 41%
​ more
website traffic

34. THREE CREATIVE PRINCIPLES
1 ON BRAND
CONCEPT DRIVEN
WELL CRAFTED
2
3

35. @tomford
1 ON BRAND

36. @virginamerica

37. @expedia

38. 2 CONCEPT
DRIVEN
@bulleitwhiske

39. @klm

40. @bookingcom

41. @airbnb

42. 3 WELL
CRAFTED

43. ‣ Body Level One
Body Level Two
Body Level Three
Body Level Four
Body Level Five
@herschelsupply

44. @indtravel

45. 45!
Strong
Focal point

46. 46!
Framing
&
Balance

47. Source: Indonesia.Travel

48. 48!
Lighting
&
Detail

49. 49!
Composition

50. Dreaming Planning Booking Sharing

51. TRAVEL IN TL;DR WORLD =
MOBILE + VISUAL

52. Thank you
52