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Engaging Tourists: Traveling Beyond the Branded Website

Event Interactive 2011
Format Panel
Organizer Stephen Landau – Substance
Description Travelers use a wide variety of sources to obtain information about where to go and what to do. From Google, to TripAdvisor, to social networks, to branded websites, people research in multiple places to make travel decisions. How do we embrace the idea of creating "digital desire paths" between branded online destinations and where people are engaging online? More importantly, why is this important for an industry as diverse as travel and tourism, where destinations are selling experiences, not products?
Questions
Answered
  1. What is a "digital desire path" and why are they important in creating engagement?
  2. How can an online/digital experience truly convey what an in-person experience is going to be?
  3. Why is mobile engagement important in extending digital desire paths, both digitally and literally (via geolocation)?
  4. How will digital desire paths strengthen and/or dilute the concept of branded content?
  5. What does "brand" mean when we no longer control where, when, how and why people engage with content about destinations?
Level Intermediate
Category Digital Distribution
Tags Engagement, tourism, travel
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