Co-creating with Millennials
How are DMO’s connecting with the “connected generation”? Millennials - those born after 1980 - are a segment that receives constant attention in the marketing trade press. Not only are they about to become one of the largest market segments with high spending power and above average travel propensity, but also their travel and consumer behaviour differs drastically from those of previous generations. When it comes to attracting Millennials, tourist boards and destination marketing managers usually revert to social media activities, as Skift.com reported in their latest trend report “The Rise of the Millennial Traveler”. This is sparked by the seemingly unquenchable demand for content from the “Connected Generation”.
Lack of strategy among DMOs
Results from the report, which was conducted among 14 US destinations, showed that respondents were lacking a strategic approach to social media. Thus social media activities revolved mostly around broadcasting messages about good nightlife, volunteer opportunities and value-priced accommodations on Facebook and Twitter.
Social Media is only a means to an end
Although the sample is anything but representative and therefore does not provide us with an accurate snapshot of how the DMO sector approaches the connected generation, it provides a valuable lesson. Following Jeff Fromm – VP at US based ad agency Barkley and author of the book Marketing to Millennials – “Thinking about social media first as a way to engage with Millennials is putting the cart before the horse.” In other words, social media is only a means to an end, not an end itself.
Co-creation is king
A successful strategy to reach Millennials effectively therefore revolves around the content, rather than the channel. It is no big news that Millennials increasingly want to be involved as active partners in the process of value creation. Thus they want to co-create the product, co-create the services and co-create the experiences before during and after the trip. In this regard, social media is a technology enabler to co-create the marketing with consumer.
Using social media for co-creation however, requires brands to think in terms of content first. This content does not need to be produced exclusively in-house. Creating and curating engaging and topical content, both owned and crowdsourced, is the most effective way for companies to grow their brands in the digital era. Against this background social media is only a subset of the overall content strategy.
More from #DTTT
In February we present:Shaping Vienna – A New Visitor Economy Strategy for the Vienna Tourist Board
Sustainable tourism growth is at the forefront of destination strategy today, proposing new visions and objectives for the future of the visitor economy. The Vienna Tourist Board presents its Visitor Economy Strategy 2025, Shaping Vienna, reflecting a new era of tourism that targets sustainable development with an emphasis on adding value for the city, its […]#Visitor Economy Strategy #sustainable tourism #add value #Vienna Tourist Board
In February we present:Travel Oregon – Rethinking Content Styles
For Travel Oregon, content has taken several changes in direction over the years, with a timeline of multiple successful campaigns under its name. This is a great example of a DMO that has adapted its content style over time to align with the ever-changing travel landscape, highlighting the role of sustainability and its impact, and […]#rethinking content style #brand dna #sustainability #travel oregon #brand-values #differentiation
In January we present:#ClientStories Visit Brussels | Full Digital Transformation
The Digital Tourism Think Tank conducted a full Digital Transformation assessment and organisational audit of Visit Brussels, looking at every single aspect of the organisation and its digital activities. Using our carefully curated 12-step approach, we reviewed the organisation from a completely holistic perspective, analysing everything from the organisational structure to the visitor cycle and […]#digital content strategy #brand transformation #Visit Brussels #digital transformation #design-thinking #Knowledge Exchange
In January we present:Visit California – The Pivotal Brand Touchpoint
Visit California is a DMO that is really leading the way when it comes to leveraging the destination brand story, and has long been a destination that we here at the #DTTT consider to be a best practice when it comes to delivering compelling content, all year round. Visit California understands the importance of […]#brand desire #brand story #visit California #touchpoints #brand-identity #content strategy
In January we present:Digitising a Destination with Tourisme Bretagne
Today, the travel industry finds itself in an unprecedented position. The competition has never been so high and with the issue of sustainability rife within the industry and world as a whole, DMOs are striving to implement initiatives that support sustainable growth for the destination, tourists and all stakeholders involved. The Federation of Breton Tourist […]#Tourisme Bretagne #sustainable tourism #customer journey #DTTT-global #digital strategy #digitalisation
In January we present:How Destination Canada evolved from a Destination Brand to a Passion Brand
For destination marketers today, the biggest challenge is to keep up with the speed of change and the ever-changing traveller. So how best to stand out from the competition? Is it through technology? Offers? Experiences? Brand? Here is an extract of Destination Canada’s talk about brand transformation. We have highlighted the key messages. The full […]#brand journey #transformational travel #passion brand #Brand evolution #destination canada #strategy