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What’s in store for tourism marketers in 2023.
February 15th, 2023
Oh hey there, 2023. With a new year comes an exciting new era of travel – and pent-up holiday demand looks to ride the wave of inflation as both Kiwis and international manuhiri explore our shores. Opening their wallets and their minds, visitors are eager to make up for lost time and seek out deeper, more meaningful experiences.
However, the way tourists are researching, planning, booking, and experiencing travel is evolving. So, to help you stay one step ahead, here’s some of the top trends on our radar as we enter a year of digital transformation.
“This year is about travellers doing what they want to do, not what everyone else is doing.”
Expedia
Short-form video reigns supreme
One of the most common questions from clients we received in 2022? “Should I bother with TikTok?” With skyrocketing growth, it might have previously been a nice-to-have, now it’s a must-have.
With over 1 billion monthly active users worldwide, it’s become the most-downloaded social media app amongst younger generations and a vital source of travel inspiration and UGC. In fact, almost half of Gen Z’s use TikTok as a search engine to plan their trips.
Whether it’s capturing behind-the-scenes clips, filming how-to guides, or compiling b-reel to some catchy tunes – we encourage you to give creating 15 or 30 second videos a go and see who engages with your content. Stay original and authentic as you give users a sneak peek at your attraction or destination. Don’t forget those trending sounds, witty captions, and relevant hashtags.
We predict more RTO’s will invest in short-form video content to showcase their itinerary content rather than traditional channels – and we’ll see the TikTok effect rolled out across Instagram Reels, YouTube Shorts and paid ads.
Searching for spontaneity
If you’ve toned down your search ads over the past few years, it’s time to scale back up! The rise in searches including the keywords ‘near me’ and ‘open today/tomorrow’ are resulting in higher last-minute purchases, while customers are already on the road.
Ensure your booking engine allows for impulsive mobile purchases, even on the same day. Setting up a mix of Dynamic and Responsive search ads will help your product meet intent as potential customers are planning their next adventure. Get in touch with your Account Manager to ensure you’ve got a paid media mix that’s working for you.
Hands out of the cookie jar – GA4 is here
Unless you’ve been living under a rock, you’ll know that come July, Google Analytics 4 will become the go-to reporting and tracking platform, as Universal Analytics is retired.
GA4 employs a new cookie-less way of monitoring engagement and conversions, with more flexible reporting metrics. An event-based measurement model allows marketers to track the entire user journey, integrating data-driven attribution. Not quite sure how to GA4? Our performance specialists are here to help and answer your questions.
In a world where third-party cookies are increasingly being phased out due to privacy protections, now’s a great time to consider how you’re collecting rich first-party data, like form submissions, database sign-ups, file downloads, online chats, survey completions, and purchases.
Travel that enriches the soul and the planet
Sustainable travel continues to gain traction, as tourists place more emphasis on genuine, authentic experiences. Booking.com research shows that over 80% of users want to stay in eco-friendly accommodation – reflected in record-high search volumes for campsites, and rising Bookabach searches for wellness stays, retreats, and farmhouses.
Aotearoa’s operators are leading the way in building a sustainable industry, with the New Zealand Tourism Sustainability Commitment placing this trend front and centre.
Your task? To promote your sustainability initiatives without greenwashing. Make sure your website and customer touchpoints show, not just tell, how you’re walking the walk. Perhaps you plant a tree for every visitor, use EV’s to transport guests, donate to local conservation causes, or have achieved Carbon Zero (or Climate Positive) certification. Shout about this from the rooftops!
Get Google-savvy
Google My Business and Google Maps are no longer platforms where you can simply set-and-forget. With more features being added into the mix, it’s crucial to elevate your presence and ensure you’re visible with accurate and enticing information.
Take some time to add visuals and images, articles and blog posts, and service lists to enhance your profile. Respond to reviews regularly (whether positive or negative), as your overall star rating is used in Google’s rankings. Lastly, take note of the new ‘Tickets’ functionality, where Google Maps compares admission prices across a variety of OTA’s and reservation platforms, allowing visitors to quickly see if booking direct is really the cheapest. You can manage this through your GMB profile.
And a couple others we’re keeping an eye on…
- Uber has already disrupted the way we move around cities and satisfy our hunger cravings, and now Uber Travel is beginning to integrate flights, hotels, and restaurants into its app. We’ll stay tuned on its rollout into New Zealand, as Uber seeks to enter the distribution landscape.
- The Set Effect is nothing new – after all, Tolkienites have been flocking to Aotearoa since the days Lord of the Rings swept the world with Hobbit fever. However streaming series continue to influence travel behaviour – 61% of Kiwis have considered and 21% have booked trips to destinations after seeing them on TV shows or movies.
Across the next twelve months, we’re also excited see the return of the Chinese market combined with increased air capacity into New Zealand.
There’s plenty to celebrate as visitor numbers continue to catch up to pre-pandemic numbers, so get in touch if you’d like to discuss your own digital gameplan – and let’s go smash 2023 out of the park!
#MAVERICKTOURISM
Celebrating the women of Maverick who keep on raising the bar and lifting us up to new heights this #InternationalWomensDay. They`re marketers, they`re mothers, they`re managers… and some days, they`re absolute magicians! Here`s to the wāhine toa right across the industry who help deliver incredible holiday memories for our manuhiri, every day of the year 💃🙌
Celebrating the women of Maverick who keep on raising the bar and lifting us up to new heights this #InternationalWomensDay. They`re marketers, they`re mothers, they`re managers… and some days, they`re absolute magicians! Here`s to the wāhine toa right across the industry who help deliver incredible holiday memories for our manuhiri, every day of the year 💃🙌
Sharing the aroha this Valentines 💖
#valentines #welovemarketing #digitalmarketing #digitalagency
Sharing the aroha this Valentines 💖
#valentines #welovemarketing #digitalmarketing #digitalagency
We`re so excited to welcome two new superstars to the Maverick team 🥳
Zara is our new Content & Social Media Coordinator (aka our Insta ninja 🥷 and resident #tiktok expert) and Emi is our new Digital Performance Coordinator who brings a fresh perspective and a hunger for industry insights, helping to deliver the best results for our clients.
Welcome to the team, we`re SO excited to have you on board! 🎉
#newhire #welcome #kiaora #wearemaverick #newteammates
We`re so excited to welcome two new superstars to the Maverick team 🥳
Zara is our new Content & Social Media Coordinator (aka our Insta ninja 🥷 and resident #tiktok expert) and Emi is our new Digital Performance Coordinator who brings a fresh perspective and a hunger for industry insights, helping to deliver the best results for our clients.
Welcome to the team, we`re SO excited to have you on board! 🎉
#newhire #welcome #kiaora #wearemaverick #newteammates
Final emails = sent 📧
Out-of-office = on 👩💼
Brews = flowing 🍺
Meri Kirihimete and Happy Holidays from the Maverick family to yours, and we`ll see you back in Jan 🎄🏖
Final emails = sent 📧
Out-of-office = on 👩💼
Brews = flowing 🍺
Meri Kirihimete and Happy Holidays from the Maverick family to yours, and we`ll see you back in Jan 🎄🏖
Our Christmas shenanigans slayed this year 🎉 Swapping spreadsheets for sequins and sparkles, we rounded off 2023 at the hilarious @caluzzicabaret 🥂🎭
Our Christmas shenanigans slayed this year 🎉 Swapping spreadsheets for sequins and sparkles, we rounded off 2023 at the hilarious @caluzzicabaret 🥂🎭
You`ve got the questions, we`ve got the answers!
Join an incredible line-up of Maverick experts and industry thought leaders, as we dive into the biggest trends and innovations in tourism marketing that you NEED to know.
There`s just a handful of tickets remaining - so grab yours now and we`ll see you at Auckland`s B:HIVE on Tuesday 5 December 🎫
#tourismmarketing #faqs #demystifyingAI #networking #conference
You`ve got the questions, we`ve got the answers!
Join an incredible line-up of Maverick experts and industry thought leaders, as we dive into the biggest trends and innovations in tourism marketing that you NEED to know.
There`s just a handful of tickets remaining - so grab yours now and we`ll see you at Auckland`s B:HIVE on Tuesday 5 December 🎫
#tourismmarketing #faqs #demystifyingAI #networking #conference
AI mythbusters, at your service 🧠👩🔧👨🔧
#ReadyOrNot #TourismMarketing #DemystifyingAI #WeAreMaverick
AI mythbusters, at your service 🧠👩🔧👨🔧
#ReadyOrNot #TourismMarketing #DemystifyingAI #WeAreMaverick
Happy Halloween from the guys and ghouls at Maverick 🎃👻
@bhivenz #halloween #spooky #trickortreat #marketingagency #wearemaverick
Happy Halloween from the guys and ghouls at Maverick 🎃👻
@bhivenz #halloween #spooky #trickortreat #marketingagency #wearemaverick
Five cheers for Kelly! 🎉🎉🎉🎉🎉
An absolute rockstar in creating digital ads, crunching ROI numbers, navigating the stormy seas of Facebook, and baking yummy lolly cake - we`re stoked to celebrate Kelly`s (our very first employee!) five year anniversary at Maverick this week.
A massive mihi and arohanui to our favourite `ninja` Kelly - Maverick wouldn`t be the same without you 🥰
#5years #workaversary #wearemaverick
Five cheers for Kelly! 🎉🎉🎉🎉🎉
An absolute rockstar in creating digital ads, crunching ROI numbers, navigating the stormy seas of Facebook, and baking yummy lolly cake - we`re stoked to celebrate Kelly`s (our very first employee!) five year anniversary at Maverick this week.
A massive mihi and arohanui to our favourite `ninja` Kelly - Maverick wouldn`t be the same without you 🥰
#5years #workaversary #wearemaverick
Out and about catching up with our wonderful clients - there’s nothing better than experiencing their epic products first-hand! Thanks for having us @volcanicairnz and @offroadnzrotorua 🙌🤗
Out and about catching up with our wonderful clients - there’s nothing better than experiencing their epic products first-hand! Thanks for having us @volcanicairnz and @offroadnzrotorua 🙌🤗
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