ILTM Americas, 22 - 25 September 2014
Riviera Maya, Mexico
@ILTM_events / #ILTMAmericas
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/theluxurytraveller.
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.
