Reinventing Travel Brands Through Modern Storytelling

Travel brands no longer rely on pretty pictures and guest reviews alone to market their products. Some brands now take the lead themselves on telling stories and creating relevant content in order to engage potential customers.

Marriott International is a great future case study on whether large legacy travel brands can reinvent themselves through storytelling — and then of course follow through and deliver on the actual soft-promise that they make through these efforts. It has been a pioneer in content marketing, launching its own studio in late 2014 to create content for the company’s brands.

For this episode take a deep dive into how Marriott is reshaping how brands — both in travel and beyond — rethink their role in content production and distribution. We speak to David Beebe, Marriott International’s vice president of global creative and content marketing. He has more than 15 years of experience in the entertainment industry. David joins Skift senior editor Greg Oates and Skift Podcast host Hannah Sampson.

More

 

The State of Travel Startups and Venture Capital in 2016

A report published by CB Insights showed 2015 as one of the greatest year for travel tech funding, with more than $5.2 billion invested across 348 deals.

What does this year hold for startups?

To help walk us through what’s happening on the venture capital front, we sat down with Marcelo Ballvé, Research Director at CB Insights, and Krish Jagirdar, associate at Brand New Matter, which has investments in Rocketrip and Yatra and consults with early-stage startups on transforming their businesses.

More

 

The Past And Future of Local Discovery

Gone are the days of foldout maps and paperback guidebooks meant to help travelers navigate new terrain. Today’s it’s all about mobile apps, which in a highly-digitized environment are valuable tools not just for consumers to understand and explore new terrain but for businesses to better comprehend consumer habits and trends.

To help walk us through what’s happening with local discovery, we sat down with Dennis Crowley, co-founder and executive chairman of Foursquare, and his colleague Sarah Spagnolo, editor at large for the company and a veteran of travel publishing.

More

 

The Changing Trends in Health and Wellness Travel

When many people think health and wellness travel, they think spas, meditation, and yoga, but over the last two decades it has evolved into so much more. Now the field encompasses women-only surf retreats, health-conscious hospitality brands, a new focus on men and families, high-energy escapes, healthy cruising, on-demand massages, amid more — all fueling a multi-billion dollar opportunity.

In this week’s episode of the Skift Podcast, we try to better understand what’s happening across the sector.

Guests for this episodeJason Moskal, VP of lifestyle brands for IHG (in charge of its EVEN hotels) and Susie Ellis, CEO at Global Wellness Institute and President of Spafinder Wellness.

More

 

Discussing the Megatrends Affecting Travel in 2016

The Skift Podcast returns in 2016, with a special audio companion to our annual Megatrends report.

Over nine weeks this past summer with our podcast, we explored topics ranging from culinary tourism to smarter luggage to hotel technology, and then we took a break.

With our kickoff 2016 episode, Skift staffers Jason Clampet, Alexandra E. Petri, and Rafat Ali discuss highlights from the 15 big trends covered in the report. These trends are playing out across the global travel industry, from changing consumer habits, to the big marketing changes happening, to how consumer data are finally being used to understand the traveler.

Dive in with some lively insights into the business of travel in 2016.

 

The Changing Landscape of Travel Video

The power of film and video to shape our perceptions of a place are rarely surpassed, except by actually experiencing the place in person.

And with YouTube, Vimeo, GoPro, and hundreds of channels in high-definition, the choices of what to watch and how are greater than ever. The traditional travel video programming isn’t dead, but how, when and where we see it has radically changed. And what we expect to see as viewers continually challenges media brands to rethink how they distribute their programs, how viewers discover them, and the devices they watch them on.

In this week’s episode of the Skift Podcast, we talk about the changing landscape of travel video programming.

Guests for this episodeRoss Babbit, SVP Programming at Travel Channel, and Betsy Sanner Ayala, VP of Programming and Production at PlanesTrains+Automobiles.

The Skift Podcast is underwritten by FutureCities initiative from MasterCard. Find out more at futurecities.skift.com.

More

 

How Modern Luggage Got Smarter and Better Looking

Packing rarely is front and center when it comes to travel. It is seen as a necessary but burdensome process that includes more caricatures — from women’s exploding suitcases to businessmen’s smart carry-ons — than truth.

But it is an integral part of the travel experience, one that we all experience no matter where we are going or how we get there. And it’s become a much more fraught issue in the past few years as airlines increase checked bag fees, encouraging travelers to fit as much as possible in carry ons that overwhelm overhead bins.

In this week’s episode of the Skift Podcast, we talk about the evolution of luggage, and the art of packing.

Guests for this episodeDiego Saez-Gil, CEO of Bluesmart, which has created the first crowd-funded carryon, and Brad John, co-founder of travel retailer Flight 001.

The Skift Podcast is underwritten by FutureCities initiative from MasterCard. Find out more at futurecities.skift.com.

More

How In-Room Tech Is Changing Everything About Hotel Guest Experience

A hotel was once measured in stars, but today is better judged by Wi-Fi strength and the ease with which room service can be ordered through an app.

Guests expect a seamless tech experience from the moment they walk through a hotel’s doors, mirroring the on-demand reality that exists today for everything from ordering a cab to dinner.

Smartphones are at the center of this evolution with hotels and third-party services quickly developing apps and tools that transform personal devices into portals for the hotel experience.

In this week’s episode of the Skift Podcast, we talk about the future of in-room technology and the evolving guest experience.

Guests for this episodeChris Holdren, senior vice president of Starwood Preferred Guest and Digital, and Justin Effron, CEO of hospitality engagement platform ALICE.

The Skift Podcast is underwritten by FutureCities initiative from MasterCard. Find out more at futurecities.skift.com.

More

The Rise of Lifestyle Hotels And The Culture Driving Them

Lifestyle hotels were once a niche segment of the larger hotel industry, but have since grown to become the most talked about and coveted of hotels. Much of the appeal of these well-designed properties is the expectation of a branded guest experience.

Front line staff become brand ambassadors who are as responsible for assisting guests and perpetuating the lifestyle brand through their words and actions. Staying on brand is an obsession for most companies, but becomes especially difficult when spread across multiple properties and hundreds of employees. What this external success ultimately comes down to is a strong internal culture.

In this week’s podcast, we explore the relationship between company culture and guest experience at lifestyle hotels, as well as the drastic changes and competition facing these brand.

Guests for this episode: Elon Kenchington, the COO of the Gansevoort Hotel Group, and Josh Fluhr, the COO of Morgans Hotel Group.

The Skift Podcast is underwritten by FutureCities initiative from MasterCard. Find out more at futurecities.skift.com.

More

How Bikes Are Changing The Way We Experience Cities

The humble bike is experiencing a cultural renaissance.

Bike share programs are popping up in cities all over the world from New York to Medellín, city streets are transforming with the addition of painted bike lanes, and boutique bike brands are discovering a new and growing customer base.

In this week’s podcast, we discuss the evolution of bike transportation in the U.S. and beyond.

Guests for this episode: Dani Simmons, who has worked in sustainable transportation in New York City for 11 years and currently serves as the director of communications and government affairs at Motivate (operators of Citibike), the nation’s largest bike share operator; and Dean DiSimone, who went from architect to media executive to owner of Tokyobike New York, which sells well-designed, lightweight bikes based on the concept of Tokyo Slow.

The Skift Podcast is underwritten by FutureCities initiative from MasterCard. Find out more at futurecities.skift.com.

More