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...
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
LIVE LIFE WITH NO EXCUSES,
TRAVEL WITH NO REGRET
1.4 billion international travellers
How can brands and places understand travellers
to offer them their next exciting experience?
Source: unwto.org
KEY FORCES IMPACTING
THE BEHAVIOUR OF TRAVELLERS
Availability of information Expanding Flight Routes Nomadic Sabbaticals Solo is the new Social
Travellers expect brands to understand them
to engage with them at the right time in the right place
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
Travellers want to share
Travel related content generates +33% engagement
Source: FB Ads Manager
Travellers want to unplug
58% of our audiences are interested in
personal healthcare and eating healthily
Source: GWI Q1 2019 (39 Markets)
Travellers want to be eco-friendly
64% of our audiences would pay more
for sustainable/ eco-friendly products
Source: GWI Q1 2019
How can data create meaningful experiences with your audiences?
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
Our audience knows us for unbiased, objective and impartially told stories
Authenticity in our storytelling is key to delivering a successful campaign that engages our audience
3.3mtotal page views
224mtotal ad impressions
5.3mGBS video views
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