ON-DEMAND CONTENT
Watch on demand videos from eTourism Summit 2020. With 49 sessions and 90+ speakers, this year’s event was filled with great content. You can still experience the community that is eTourism Summit by watching virtual and in-person sessions below. We will release five new sessions every week, so come back and visit us weekly.
eTourism Summit 2020 Virtual Sessions
To start watching, click play on any of the videos listed below.
Sarah Quinlan Keynote: Winning the Travel Race – It’s Not a Marathon, It’s a Sprint
Balancing Resident Sentiment with Traveler Sentiment in 2021
Before anyone ever heard of Covid-19, Longwoods International conducted a survey of 4,000 adults to measure perceptions and attitudes about tourism and the impact of tourism on residents in a community. Enter Coronavirus. Since March, Longwoods International has been conducting more surveys in weekly waves to dig deeper into American resident sentiment about travel to their community. Answers aren’t simple: it’s a double-edged sword.
Sponsored by Longwoods International
The Numbers Game is Over Replace ROI with ROO (Return on Objective)
Brian Solis Keynote Tourism Innovation in the Novel Economy and Beyond in a Post COVID World
Learn how to innovate now, rather than hunkering down just to play it safe. See new opportunities that you couldn’t see before. Brian will also bring fresh ideas and examples from his friends in the travel innovation space.
Sharpen the Tools in Your Box DMO Marketing Stacks That Work for Your Team
Shifting Your Brand Positioning When Culture, Shopping, Dining, & Fun for the Whole Family Disappear
Your Target Traveler Has Changed How Do You Reach Them Now
NYC & Company Keynote Grass Roots Recovery Doubling Down on Community
Show Me the Money: TikTok or Not? How Do We Know What to Do In 2021
The marketing landscape is more complicated than ever. How can we look ahead into 2021 when we have no idea what the world will look like next week. Deciding where to invest your brand’s efforts is a daunting task but it’s good to know you’re driving on a two-way street. There is a way to track social media sentiment and trends in real time to best inform your priorities and focus.
Do Pictures Really Paint 1,000 Words
Visuals are crucial to successful marketing initiatives. The images and videos we use have an enormous impact on the success of our digital campaigns. Do your assets align with our new reality? They better! We’ll look at some of the more innovative things others in the industry have been doing to make sure their visual assets are relevant, reassuring, and inspiring during these challenging times.
Down For Whatever, Just Not Right Now: Timely Marketing to Passion Points
Going to the beach and taking hikes in state and national parks were so last summer. Ski resorts are facing complications. There’s limited access to museums; live sports and cultural performances are unlikely to be open at all. So how do urban and suburban destinations market to people’s passions in the post-Covid reality?
How the Tourism Landscape is Changing: Why Identity Matters and the Death of Cookies
The COVID-19 pandemic and the current trend of third-party cookie deprecation has had a big impact on the tourism industry – it’s never been more important for marketers to gain a more nuanced understanding. Constrained marketing budgets, limited resources and understanding where to invest marketing dollars to maximize ROI are key challenges DMOs are facing. With the lack of ‘actual travel intent’, creating demand is the new name of the game. It’s crucial to find, attract and connect with people who want to (safely) travel, so you can boost your economy and bring value to your local community when they need it most.
Use the Power of Data and Machine Learning to Strengthen Your Travel and Tourism Brand
Branding is your biggest asset—a strong, trustworthy brand makes all the difference. Yet, with so much content, channels and noise out there, only the most useful brands are being rewarded with people’s time and attention. Data and machine learning are the best allies to become that brand.
How These Cool Tools and Platforms Embraced the Truism that ‘Necessity is the Mother of Invention’
Did you know that Airbnb, Uber, WhatsApp, Slack, Square, and Venmo were all born out of the last recession? It will happen again…silver linings are out there in 2020. Let’s take a look at innovation that has already been released by lockdown and a few seeds that have been planted for 2021 and beyond.
Rethinking Your Strategy During COVID
The tourism industry has been hit hard by COVID-19, forcing destinations to cut programs and scale back. But It’s also provided DMOs with an opportunity to rethink their strategies and investments. In this session, Simpleview will share a few examples of how destinations are using data to adapt their marketing strategies.
Curated Crystal Ball Alert. “See Tomorrow” is More Important Than Ever: 21 Predictions for 2021
Raise your hand if you learned a ton this year…the hard way. While nobody saw 2020 coming and we don’t have a crystal ball for 2021, we do have some of the best and brightest minds in travel and tourism to talk about “21 Predictions for 2021.” And that includes you. Submit your one top prediction within the session chart and we’ll pool the most frequently mentioned ones so a panel of experts can comment.
eTourism Summit 2020 In-Person Sessions
To start watching, click play on any of the videos listed below.
A Case Study: Data and Audience Sharing with Conversions
This program features a case study on a northern Michigan resort – Crystal Mountain Resort – and how we leveraged their in house resort reservation data to build custom and lookalike audiences and then leveraged audiences to build specific pages on the Traverse City DMO website. We have examples of how each audience performed in terms of conversion along with campaign creative and retargeting ads. We also have pixel data on conversions and can explain the process of using offline conversions to determine direct revenue from the campaign.
Attracting Smart, Responsible Travelers to Your Destination
Your industry is hurting and crying out for you to start marketing to bring visitors back. But your residents and government officials aren’t ready to welcome tourists back – and the media’s constant parade of stories showing mask-related fistfights and large groups flaunting social distancing measures isn’t helping your cause. Traditionally, destinations have targeted against attributes like HHI, interest-based personas and market origins, so, how do you a) target and recruit responsible travelers through your media strategy, and b) convince your residents and government stakeholders you’re not going to introduce the “second wave” of infections to your community? In this session, learn how you can work with programmatic and publisher partners to introduce new profiles and targeting strategies for your media to ensure you’re bringing in the “right” visitors to your community, and how to convince skeptics that you’re not secretly trying to create herd immunity in your community.
Sponsored by
Rethinking Your Strategy During COVID
The tourism industry has been hit hard by COVID-19, forcing destinations to cut programs and scale back. But It’s also provided DMOs with an opportunity to rethink their strategies and investments. In this session, Simpleview will share a few examples of how destinations are using data to adapt their marketing strategies.
Sponsored by
The Road More Traveled
With airline capacity cut drastically, the Americans who are traveling during the pandemic are hitting the road. Arrivalist data will reveal how travel patterns have shifted, where new opportunities are emerging and how clients are adapting to the new normal. Arrivalist will share the story behind the Daily Travel Index, issue some bold predictions, propose new datasets and strategies to prepare for the new normal, and reveal 5 real-world case studies on how clients are using new data to measure impact and attribution on today’s travel.
Sponsored by
Finding a Data Unicorn to Make Your Case- Mining Data Intelligence as Currency for Policy and Budget Changes: Salt Lake City’s Convention District
DMOs are inundated with data. While data can provide insights and information on what has happened, it does not always provide a holistic view of what to do next. This session will tell the story of how Visit Salt Lake used data intelligence to change government policy and increase funding for their hardest hit district. Though the State of Utah and the outskirts of Salt Lake City were recovering fairly well, the Convention Center District’s visitor economy was decimated. Through quick and agile leadership and armed with Entrada analytics, VSL improved the experience for the visitor and bettered the lives of the residents who live and work downtown.
Sponsored by
Planning for Pivots
The only constant is change. If we needed a reminder of how true that is, 2020 kicked us in the face with that reality. In a world where the economic downturns, health crises and natural disasters converge, even the idea of planning ahead seems like an impossible task. But with the right toolsets and mindsets, marketers can build strategies with the fortitude to handle swift change by planning for pivots and adapting to an increasingly volatile marketplace. If 2020 has a silver lining, it’s made us rethink the “truths” that have guided our thinking in the past and showed all of us how resilient we can be.
Podcasts for Destinations: Why and How to Tell Your Story with a Growing Medium
Podcasts are one of the fastest growing mediums and by their nature are fantastic for storytelling. However, the barrier to entry can seem daunting for a destination that wants to explore new ways of getting their story out to new audiences. In this presentation we’ll share the story of how Visit Beaufort, SC, and Relic Agency came together to create the Inner Coastal Podcast. We’ll touch on why podcasts make sense for destinations, the hurdles to overcome, and how to get started in an efficient manner.
Sponsored by
2021 – The Year of Opportunity
A vaccine for COVID-19 is almost here and travelers are actively planning their first major post-pandemic trips. This means that the coming weeks and months are critical for DMOs. In order to take advantage of the opportunity on the horizon, they need to lay a strong foundation and have a clear vision for their 2021 marketing activities. The world has changed dramatically. Consumers have evolved: they’re looking for different experiences, have different concerns, and behave differently online. At the same time, marketing budgets and resources have been decimated, increasing the need for flexibility and collaboration. These qualities will continue to be crucial in the coming months. Success will require tapping into the resilience we’ve developed and nurturing new, innovative ideas that can meet the challenges of a very different world. At Sparkloft Media we are committed to sharing the data, insights and best practices needed to navigate the moment. We’ll identify new target audiences, test new content formats and platforms, and help you bring messages to life across increasingly important digital and social channels. Opportunity is on the horizon, and we’re here to make the most of it.
Sponsored by
How DMO’s Can Drive Performance-based Outcomes Through Consumer Identity
There’s no denying the damage and uncertainty COVID-19 has brought upon the tourism industry and local economies. DMOs need to adapt to today’s new normal and the future, to deliver results that meet and exceed stakeholder expectations. Now is the time to enact change. What you’ll learn in this session: Marketing strategies that lead to clear, demonstrable ROI for your community; Rethink your role as DMOs—moving from simply marketing to management; Specific action items to help ground your efforts and kickstart your evolution; How to rethink your metrics and prove impact; Insights from other destination marketers on their COVID challenges and successes.
Applied Machine Learning in DMO Marketing: Case Study Visit Tampa Bay
Alvaro and Patrick will be talking about the practical applications of Machine Learning to public data in DMO Marketing. They will look at Computer Vision and Natural Language processing models to drive differentiation and efficiency.
Sponsored by
First-Party Data and Why You Should Always Want More
Sponsored by
3 Digital Marketing Tactics to Reboot International Travel for 2021 on a Small Budget
7 Deadly Vendor Sins
Laying a Foundation: How Empowering Your Locals Impacts Future Travelers
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