Luxury Trends in social media will be highlighted in a report to be revealed at leading luxury travel event, ILTM Americas 2014 (www.iltm.com/americas)
Eight top trends in luxury digital marketing are highlighted in the report: ‘The Luxury Traveller & Social Media: The Americas’ for the benefit of anyone with an interest in reaching a target luxury audience across North and Latin America:
1. SMALL IS THE NEW BIG – short, mobile friendly, image-rich posts and personalised digital communications ensure messages are seen, shared and loved
2. BE BRIEF, BE BRIGHT, BE REMEMBERED – digital content in luxury travel should be creative but concise, to reflect a luxury positioning
3. IN LATIN AMERICA, SMARTPHONES CAN EQUAL AFFLUENCE – high-income households account for 16.4% of the smartphone audience in Chile, 45% in Mexico and 53.9% in Peru
4. PERSONALISE AND MICRO-TARGET MESSAGES FOR MASSIVE RETURNS – improving digital targeting technology improves has enormous implications for brands wanting to personalise messages in a social context
5. INSTAGRAM AND TRIPADVISOR ARE THE MOST IMPORTANT SOCIAL SITES FOR LUXURY TRAVEL BRANDS IN THE AMERICAS – to win on these sites, luxury travel brands should ensure they offer ‘instagram-mable’ experiences
6. TRAVEL ADVISORS STILL MATTER AND SOCIAL MEDIA IS THEIR BEST FRIEND – the key to success for travel advisors is to win new customers one by one, building their brand on Facebook and in digital luxury web forums
7. LUXURY TRAVEL HOTSPOTS ARE MOVING TO LATIN AMERICA –Puerto Rico and Rio de Janeiro have the highest draw but La Romana in the Dominican Republic and Sao Paolo in Brazil are also seeing strong increases
8. NORTH AMERICAN AND LATIN AMERICAN LUXURY TRAVELLERS HAVE DIFFERENT NEEDS – Latin Americas care most about bedrooms and breakfasts while North Americans expect flawless and empathetic service
To learn more about each of these trends and the data behind them, download The Luxury Traveller & Social Media: The Americas, a special report produced by Brand Karma, global leaders in luxury travel digital analysis, for the forthcoming ILTM Americas event. The report is available for download at: www.iltm.com/americas/
The report analyses 1,936,145 reviews written between January 2012 and June 2014 on more than 2,000 luxury hotels worldwide. Brand Karma COO and Co-Founder, Mario Jobbe, will explain these eight key findings at ILTM Americas 2014 in a dedicated seminar entitled ‘Contagious Content: How Luxury Brands Win in Digital’ on Monday 22 September at the Fairmont Mayakoba in Riviera Maya, Mexico.
