For Real Tho’: How Travel Marketers Think about #FOMO

At the Digital Travel Summit in Palm Springs last week, I had the opportunity to host a roundtable on the use of #FOMO (Fear Of Missing Out) in travel marketing.

FOMO is not new, of course.  It’s been a key ingredient in marketing campaigns since the dawn of Madison Avenue.  What’s changed is that social media’s pervasiveness has made FOMO a near-constant state of mind: an always-on reminder of what fabulous lives others (appear to) lead.

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Shout out to Tim Trad for the FOMO- and fear-inducing image of Chicago’s Willis Tower Skydeck.

We know social media feeds aren’t a completely accurate picture of reality, but they do get our attention, elicit strong emotions…and plenty of FOMO.  According to Venngage, some 61% of young adults (aged 18-35) say that social media magnifies the FOMO they already have.

FOMO can be a strong driver of travel inspiration – I mean, who hasn’t enviously ogled photos of friends in amazing places?  So to start our session I used a quick 10-question survey to get an idea of how travel marketers themselves felt about it.

SURVEY SAYS!

Usually, I’ve found that surveys often tell us more about what respondents want us to think, rather than what they actually do.  So we could expect people will underestimate their own FOMO.  That seemed to be the case: on a scale of 0 (none) to 3 (extreme), our group of travel marketers came in at a 1 – minor FOMO.  Only 9% of respondents had major FOMO (a 2).  Nobody had extreme FOMO (phew).

Digging deeper into the results, we see social media’s FOMO power – especially when it comes to our friends.  45% of respondents indicated they were concerned about a FOMO-related scenario “all the time.”  The 4 questions that elicited the strongest indicator of FOMO were:

  • I sometimes wonder if I’m spending too much time keeping up with what is going on.
  • When I miss out on a planned get-together, it bothers me.
  • It bothers me when I miss an opportunity to meet up with friends.
  • When I’m having a good time it’s important for me to share the details online (e.g. via Facebook or Instagram)

NO MO’ FOMO?

Assured (somewhat) that our esteemed panel of travel marketers were not biased towards FOMO, we delved into the main question (to be explored more in a future post): can FOMO’s shiny marketing tactics coexist with a travel brand’s quest to keep it real and connect authentically with the largest consumer demographic, millennials?

It’s an interesting question because influencer marketing often asks consumers to be inspired by “real” images of Instagram models living curated lives against a constructed backdrop of branding, made to not look like branding.  It’s not authentic, and is arguably unethical – as seen with the Fyre Festival debacle (BTW, so happy that sweet lady got her money back).

I asked our panel of experts if they felt any tension or conflict between the need to show more authentic imagery and the need to create FOMO with swoon-worthy photos, at scale?

WHAT THE EXPERTS SAID

  • “Of course” FOMO plays a role, such as when travelers announce/post that they’ve “arrived” (both physically and metaphorically, I suppose).
  • Even though FOMO was important, it isn’t necessarily an overt marketing tactic.  More consideration is generally given to whether an influencer is paid or not.
  • Authenticity is seen as a much needed counter to more polished imagery.  One destination marketer had no issue using images of buses on a tropical island, or video of a local man cutting up coconut as a way to engage today’s travelers (vs. the proverbial stunning beach shot).
  • When it comes to influencers, many favored the use of “micro-influencers” vs. the more well-known ones…another apparent nod to authenticity.
  • For hotel marketing, it definitely works in terms of limited-time offers.  One hotelier shared how the same offer performed 2X better when its availability was reduced from 10 days to 48 hours.

GOOD FOMO MOJO

Every teachable moment needs a mnemonic: to use FOMO effectively and ethically, raise a PINT!

  • Permission-based
  • Inspiration not Perspiration (positive, not fear-based).
  • Non-manipulative
  • Truthful

FO’ MO’ INFO

Are you not entertained? Enjoy these related links to delve more deeply:

Using the Fear of Missing Out Ethically for Marketers – 60 Second Marketer

What’s Being Done to Save Wild Places from Instagram – Outside Magazine

Stop Hate-Selling to Your Customers – Rafat Ali (founder, Skift)

This is Marketing book by Seth Godin

Stay tuned for more on this topic.  In the meantime, don’t you wish you were here? 🙂

What Country Has the Most Romantic Travelers? A Taste Lab Top 10 Infographic

Chances are when you put “romance”, “Russia” and “travel” in the same sentence, it’s likely to conjure visions of cold war intrigue and clandestine encounters.  In today’s politically charged environment these words can evoke stronger reactions, even flat-out controversy. But as much as we’d like to craft a clever click-baity title, amplify a viral meme or shill for a few predictable yucks, we’re not going there.  We keep it real at TripTuner, so let’s let the data tell it.

Our Taste Lab provides unique first-party data on nuanced traveler preferences collected across millions of inputs across our platform.  Last year, we shocked some by showing how South Koreans are the most relaxation-seeking travelers (not exactly what we’d associate with Gangnam style, but hey).  Now, just in time for Valentine’s Day we’re curious about which country is the most amorous when it comes to travel.  Care to guess?

TT Taste Lab Vday 2019

Well, surprise!  Our data shows that of the 10 largest outbound tourism markets, Russians are searching for more romance than family travel options.  Wait…Russia?

DA! It makes TOTAL sense. Who can forget the adorable Boris and Natasha from Rocky & Bullwinkle?  The ended-too-early “next Hamilton” Broadway play Natasha, Pierre and the Great Comet of 1812, or the longing croons of the Red Army Choir singing Daft Punk’s Get Lucky?  Not to mention the dramatic aspirational travel words of a dying Captain Vasili Borodin in the Hunt for Red October?

OK I may have violated the previous pledge about the yucks.

Rounding out the top 10 in second place is…

#2 South Korea: we’ve seen how they’re relaxation-seeking.  If you’re going to chill, might as well be with your bae, right?

#3 is France, naturellement.

#4 Germany and  

#5 Italy.  That’s amore, no surprise there.

China, the UK and Canada come in #6, #7 and #8 respectively.  And then you have the US and Australia picking up the rear, focusing more on family trips.

Overall, it’s an interesting set of results and just another taste of what our partners get with TripTuner.  What type of traveler preference data would you like to see? Leave us a comment and we’ll consider it for our next report.

Until next time, stay tuned – and as much as like data, we don’t recommend mixing metrics with romance.  It’s like a martini without a good Russian vodka. Do svidaniya, darling!

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image: dallin hassard 

Get More ROI with MOI: Moments of Inspiration

We’ve posted previously about the importance of putting the user experience first when innovating – what we call #outovating.  Putting customers first is also an imperative with marketing. Generating demand means engaging users at the precise moment when they are inspired.  It drives purchases regardless of seasonality.

The days of relying upon linear thinking in travel marketing are flying off into the sunset like the venerable 747 (we’re gonna miss that bird!).  Our always-on society means inspiration can strike anywhere, at any time. The traveler’s path from inspiration to booking is not only getting shorter – it’s disappearing.  Those who understand and capitalize on this trend will get the lion’s share of the bookings.

Today’s travelers go from inspiration to action in a flash – so they can get right to the experience. Image: Jakub Gorajek

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#Outovating: Innovating From The Outside In

Our blog mixes inspirational tales with posts on the business/tech side of travel.  Titles are usually a dead giveaway, but subjects may vary.  You’ll see both sides – that’s a good thing.

Where does innovation come from?  According to one popular theme – reinforced by TV shows like HBO’s Silicon Valley – new technologies and products come from a group of hoodie and jeans clad wunderkind techies cranking out code in a dark, dank garage.

They work tirelessly towards launch, arguing over coffee and microbrews about how to make their product hella awesome. At launch the product meets reality. Often it fails because it was developed in an internal bubble, with little regard for how it will be received by customers.

outovating IMAGE - chris-barbalis-98731-unsplash

Innovation can only thrive outside the constraints of internal structures and biases.  (Milan vertical forest image by Chris Barbalis)

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INFOGRAPHIC Traveler Tastes for 2018: To Chill or seek Thrills?

TT Taste Lab - relaxing

As 2017 winds down we’re sharing some fresh traveler preference data to help marketers target the world’s top 10 markets next year. It’s not your typical list of up-and-coming destinations (you can always find those here). Nor is it a list of popular activities or themes. Those have been covered thoroughly. Continue reading

Feeling Right at Home on a Minneapolis Business Trip

It was good to be squinting.  The rising August sun beamed off Lake Minnewashta, fragmenting into millions of diamonds around my paddle as a gentle breeze offset the rising temperature.  It’s a business trip, and I’m on a paddleboard.  Sweet, right?

Minnesota, paddleboard, SUP, lake, travel

Experiencing a place like a local resident is a desire for many travelers these days.  Lately, it’s increasingly a key ingredient for business trips as well.  Just look at airbnb’s business travel tagline: “Travel for work, feel at home.”

On a recent trip to a Minneapolis conference, I rode this trend like Paul Bunyan on Babe the Blue Ox. Here’s how I rolled (in an intentionally non-numeric list, because the world has reached listicle peak): Continue reading

The Fisherman: You’re Already Home

Last night I had the pleasure of presenting to the DC Lean Startup Circle community.  The theme was around the hidden costs of following the Lean startup methodology, and I closed with an abridged, slightly mangled version of this parable about a fisherman in Mexico.  As a make-good I’m posting the complete version below.

The point I was making is that in life there’s often a tendency to size up how you rate versus something else: another person, company, or lofty goal.  This is exacerbated in a startup, and particularly for practicians of Lean, where close monitoring of metrics, A/B testing and constant challenging of assumptions are key tenets.  It can be often grueling work towards what seem like moving targets.  But if we’re passionate about what we’re doing right now, that won’t matter.  We’ll still be making progress, but we’ll enjoy the journey.  LIke the fisherman, we’ll “already be home” (a phrase inspired by a similarly named Jay-Z track).  Here’s the story:

A boat docked in a tiny Mexican village. An American tourist complimented the Mexican fisherman on the quality of his fish and asked how long it took him to catch them. “Not very long,” answered the Mexican. “But then, why didn’t you stay out longer and catch more?” asked the American. The Mexican explained that his small catch was sufficient to meet his needs and those of his family. The American asked, “But what do you do with the rest of your time?” “I sleep late, fish a little, play with my children, and take a siesta with my wife. In the evenings, I go into the village to see my friends, have a few drinks, play the guitar, and sing a few songs … I have a full life.” The American interrupted, “I have an MBA from Harvard and I can help you! You should start by fishing longer every day. You can then sell the extra fish you catch. With the extra revenue, you can buy a bigger boat. “And after that?” asked the Mexican. With the extra money the larger boat will bring, you can buy a second one and a third one and so on until you have an entire fleet of trawlers. Instead of selling your fish to a middle man, you can then negotiate directly with the processing plants and maybe even open your own plant. You can then leave this little village and move to Mexico City, Los Angeles, or even New York City! From there you can direct your huge new enterprise.” “How long would that take?” asked the Mexican. “Twenty, perhaps 25 years,” replied the American. “And after that?” the Mexican asked. “Afterwards? That’s when it gets really interesting,” answered the American, laughing. “When your business gets really big, you can start selling stocks and make millions!” “Millions? Really? And after that?” “After that you’ll be able to retire, live in a tiny village near the coast, sleep late, play with your children, catch a few fish, take a siesta with your wife and spend your evenings drinking and enjoying your friends.”