ESTO Webinar Series

Studies show consumers spend 8.7 billion minutes viewing digital travel content every year. The most successful DMOs optimize their content to serve as micro-moments designed to drive a user to their destination. The development of conversion-worthy webpages, advertising copy, emails, and social content is critical to destination marketing. In this session, experts from Simpleview's award-winning digital marketing team review solutions for crafting content designed to convert. You will be ready to take your web, email, video and social strategies to the next level from campaign conception to conversion completion...like a BOSS!

With so many destinations to choose from, how do travelers decide which vacation destination is right for them? In this webinar, Travelzoo will share travel trends and what inspires travelers to select a vacation destination, including generational data and tips on how DMOs can bring their destination to life using video and social. This webinar will show:

The meetings and convention industry has faced a constant state of disruption for more than a decade. Because disruptive software and an increasingly younger workforce are changing the space so quickly, DMOs/CVBs need to understand how to evolve at a similar rate to remain an important resource in the meeting planning process.
Backed by the latest, "The CVB and the Future of the Meetings Industry" research, this webinar will highlight the importance of the CVB's role and focus in on how a CVB can adapt in a rapidly growing segment of the travel industry.
 
This webinar will share:

Here are some of the videos shown during CrowdRiff's presentation:

• "Frankly Franklin With Frank Franklin: Are There Any Historic Buildings?"

• "#HEYSEATTLE: WHERE’S THE BEST PLACE FOR A ROMANTIC DINNER IN SEATTLE?"

*For more information on this topic, read CrowdRiff's post on the ESTO blog.

More than ever, destinations are competing to get the attention and trust of travelers. With the average person visiting multiple websites as part of their travel journey, DMO websites need to provide value that is distinct from Google, social media and review sites.

CrowdRiff covers:

*For more information on this topic, read Mastercard's post on the NEW ESTO blog.

Each year, Mastercard’s Global Destination Cities Index reveals the most visited tourist destinations globally, with leading world cities vying for the coveted top spot. But, high visitation levels are just one driver making tourism the powerful economic engine it has become globally. 

To achieve positive economic impacts from tourism, destinations need high visitor spending in the right categories, growing over time while also managing the costs of attracting and serving visitors. Combining the right data with analytical expertise can provide destinations an edge in this highly competitive industry. 

In this webinar, Mastercard highlights the details of top cities from the latest Global Destination Cities Index and provides real-world applications of how data and advanced analytics can drive profitable tourism spend.

Mastercard highlights:

*For more information about this topic, read ADARA's post on our NEW ESTO Blog.

Tourism marketing is moving toward a stronger, more personalized digital world, and that’s a good thing. The need to connect with high-value visitors and to create digital campaigns that resonate is crucial for ongoing success. Travel data is at our fingertips at a scale never seen before. The trick is how to use it to measure and modify marketing messages. 

Destination intelligence provides the insights DMOs need to increase visitation, visitor spend and intent-to-visit. By capitalizing on the real-time traveler data that is available, you can learn more about your most valuable visitors, modify your marketing to drive further visitation and attribute a genuine economic impact to your marketing.

ADARA teaches you how to target your most valuable potential visitors, act on the data to create more personalized marketing campaigns, and measure the success of these campaigns to modify accordingly.

Leave with these takeaways:

*For more information about this topic, read Miles Partnership's post on our NEW ESTO Blog.

Enhance your destination’s presence across Google’s platforms. Miles Partnership’s Chris Adams, CA Clark and Kim Palmer walk you through simple, actionable tips that can be used to improve the quality and accuracy of content across Google’s many platforms including Google Search, Google Maps, Google Street View, Google My Business Listings, and more.

Miles Partnership demonstrates:

*The 2018 ESTO Awards are CLOSED. See you in 2019! View the 2018 winners and finalists.

ESTO's Destiny and Mercury Awards, which recognize excellence and creative accomplishment in destination marketing, are an annual highlight of ESTO year after year. U.S. Travel staff provides some background about the award program, as well as insights into the strategy and process behind a successful award entry. Past award entrants and a member of the judging panel share tips on how to create a standout award entry. This webinar demonstrates:

*For more information about this topic, read CrowdRiff's post on our NEW ESTO Blog.

Every year, or even every season, DMOs embark on a huge project: putting together a print visitor guide. The goal? Give potential visitors the information, resources, and inspiration they need to choose your destination, start planning their trip and have a great experience when they arrive.

But with the sea of information available to travelers today, what makes a standout visitor guide? Over the past few months, CrowdRiff has collected destination visitor guides from all over North America and assessed them based on how they align with the modern-day traveler journey.

In this webinar, CrowdRiff shares: