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How Emerging Destinations Benefit From Working With Travel Bloggers

In this presentation Matt Gibson (President of the Professional Travel Bloggers Association) and Dileep Mudadeniya (VP of Marketing for Cinnamon Hotels, Sri Lanka) discuss how emerging destinations benefit from working with travel bloggers and the results of the TBC Asia conference and blogger trip.

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How Emerging Destinations Benefit From Working With Travel Bloggers

  1. 1. HOW EMERGING DESTINATIONS BENEFIT FROM WORKING WITH BLOGGERS Dileep Mudadeniya, CEO Cinnamon Hotels and Resorts Matt Gibson, President, PTBADileep Mudadeniya, VP Cinnamon Hotels and Resorts Matt Gibson, President, PTBA
  2. 2. Asian Tourist Arrivals From Europe Country Sri Lanka India Thailand China Malaysia Mauritous Japan UK 153,875 838,860 907,877 624,955 445,789 115,326 220,060 Germany 105,432 239,106 715,240 649,298 158,453 62,231 140,254 France 82,874 246,101 635,073 533,538 169,973 243,665 178,570 Italy 22,520 91,589 219,875 251,162 55,210 29,557 80,531 Spain 9,864 66,463 116,983 132,378 35,389 8,633 60,542 Netherland 23,165 67,747 211,524 188,562 97,988 4,796 39,866 Switzerland 18,965 45,773 201,271 80,557 30,556 29,285 33,150 Russia 49,876 269,832 1,606,430 2,186,281 61,845 13,289 64,077 Belgium 11,532 37,441 99,729 68,404 21,309 11,465 18,934
  3. 3. Asia Pacific Inbound Tourism By Region
  4. 4. What is an Unknown Place ? Eiffel Tower Taj Mahal Places that can’t be missed
  5. 5. What is an Unknown Place ? There are still places under the radar • Pangong Tso Lake Between India and Tibet • Pigeon Island National Park Trincomalee, Sri Lanka • Rangiroa, a ring-shaped atoll in French Polynesia • Huacachina, a literal oasis in the Peruvian desert
  6. 6. Jaffna Fort, Sri Lanka " Kandarodai Viharaya / kadurugoda Viharaya " in Jaffna, Sri Lanka Passikudah beach, Sri Lanka Unknown Places in Sri Lanka ? The Land of the Singing Fish, Batticaloa, Sri LankaThe Doric at Arippu, Mannar Sri Lanka
  7. 7. ISSUES FACED BY EMERGING DESTINATIONS 1. LACK OF DIGITAL ASSETS ONLINE 2. LIMITED ONLINE VISIBILITY 3. NO OR LIMITED REFERRALS AND ENDORSEMENTS 4. LACK OF FUNDS/RESOURCES FOR BIG ADVERTISING CAMPAIGNS
  8. 8. The TBC Asia Concept A unique event for travel bloggers, industry professionals, new media content creators The first-ever conference for travel bloggers in Asia One of the largest group blog trips in the world
  9. 9. HOW WORKING WITH BLOGGERS HELPS • Fast • Cost effective • Guaranteed 1. LACK OF DIGITAL ASSETS ONLINE
  10. 10. HOW WORKING WITH BLOGGERS HELPS • Build brand recognition • Increase destination accessability • Improve SEO with backlinks, brand mentions, buzz • Generate online word-of-mouth 2. LIMITED ONLINE VISIBILTIY
  11. 11. HOW WORKING WITH BLOGGERS HELPS • Builds a large volume of travel endorsements • Builds a large body of accessible travel knowledge • Provides influencers with the tools to inform followers 3. NO OR LIMITED REFERRALS AND ENDORSEMENTS
  12. 12. HOW WORKING WITH BLOGGERS HELPS • Proven to have excellent value per dollar spent • Relatively easy to execute • Support is available 4. LACK OF FUNDS/RESOURCES FOR BIG ADVERTISING CAMPAIGNS
  13. 13. The Case of TBC Asia
  14. 14. Digital content generated to Promote the “ Unknown Places” https://www.off-the-path.com/en/must-visit-places-in-sri-lanka/ https://www.bemytravelmuse.com/trincomalee-arugam-bay-sri-lanka-east- coast/ http://theblondeabroad.com/2016/07/11/guide-southern-sri- lanka/ http://www.huffingtonpost.co.uk/rupert-parker/planet-appetite-the-far- n_b_5957290.html https://bandi42.wordpress.com/2014/03/10/six-fun-things-to-do-in- jaffna/
  15. 15. CASE STUDY: #TBCASIA - SRI LANKA, 2016 57 BLOGGERS 5 DAYS 4 TRIP ITINERARIES
  16. 16. CASE STUDY: #TBCASIA - SRI LANKA, 2016 >4,900 tweets >56.5 million impressions on Twitter & Instagram >7.5 million+ reach
  17. 17. CASE STUDY: #TBCASIA - SRI LANKA, 2016 >65 Blog posts Videos Articles
  18. 18. CASE STUDY: #TBCASIA - SRI LANKA, 2016 Increased media attention Marketing collateral Private industry-blogger partnerships
  19. 19. KEY TAKE-AWAYS 1. BLOGGERS ARE PROFESSIONALS, THEIR WORK ISN’T FREE 2. FINDING THE RIGHT BLOGGER FOR YOU CAMPAIGN IS A LOT OF WORK 3. ALL CONTENT IS NOT GOOD CONTENT 3. CREATING EXCITEMENT FOR YOUR PROJECT ADDS A LOT OF VALUE 4. USE MEASUARABLE KPIs 5. LONG-TERM RELATIONSHIPS HAVE THE BEST ROI 6. THE PRIVATE SECTOR CAN TAKE THE LEAD
  20. 20. Tourism in Sri Lanka in 2013 1.5 million total arrivals
  21. 21. Google Searches for Sri Lanka Travel •1.5 million total arrivals 2015 2016 2017
  22. 22. Tourism in Sri Lanka in 2013 2013 - 1.2 million total arrivals 2014 - 1.5 million 2015 - 1.8 million 2016 - 2.2 million 2017 - 2.5 million arrivals projected
  23. 23. Questions

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