HOW DATA FUELS TOURISM · Source: YouGov Profiles 2018. Travellers want to share Travel related...
Transcript of HOW DATA FUELS TOURISM · Source: YouGov Profiles 2018. Travellers want to share Travel related...
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Tini Sevak
Vice President, Audiences & Data
CNN International Commercial
Twitter: @tini_sevak
HOW DATA FUELS TOURISM
Corinna Keller
Vice President, Latin America Advertising Sales
CNN International Commercial
Twitter: @KellerCorinna
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LIVE LIFE WITH NO EXCUSES,
TRAVEL WITH NO REGRET
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1.4 billion international travellers
How can brands and places understand travellers
to offer them their next exciting experience?
Source: unwto.org
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KEY FORCES IMPACTING
THE BEHAVIOUR OF TRAVELLERS
Availability of information Expanding Flight Routes Nomadic Sabbaticals Solo is the new Social
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Travellers expect brands to understand them
to engage with them at the right time in the right place
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Travellers want to live locally
57% like to try local culinary offerings and 136% more likely
to agree to ‘when I go on vacation I like to go off the beaten track’
Source: YouGov Profiles 2018
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Travellers want to share
Travel related content generates +33% engagement
Source: FB Ads Manager
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Travellers want to unplug
58% of our audiences are interested in
personal healthcare and eating healthily
Source: GWI Q1 2019 (39 Markets)
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Travellers want to be eco-friendly
64% of our audiences would pay more
for sustainable/ eco-friendly products
Source: GWI Q1 2019
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How can data create meaningful experiences with your audiences?
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Caring about your audiences as people
66%regularly try foods
from other
countries
63%would rather
spend money on a
unique experience
than a brand
50%of business
travellers extend
their trips to
incorporate leisure
time
44%are more likely to
discover brands
through celebrity/
influencer
endorsement
75%are constantly
connected online
Sources: Global World Index Survey,Q3 2018. CNN Brand Perception Study, Jan 2019. Adobe Reports & Analytics
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Our audience knows us for unbiased, objective and impartially told stories
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Authenticity in our storytelling is key to delivering a successful campaign that engages our audience
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3.3mtotal page views
224mtotal ad impressions
5.3mGBS video views
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Tini Sevak
Vice President, Audiences & Data
CNN International Commercial
Twitter: @tini_sevak
Corinna Keller
Vice President, Latin America Advertising Sales
CNN International Commercial
Twitter: @KellerCorinna