ESTO Webinar Series

Join Travelzoo as they share new data from a 2020 travel trends survey that will shape the industry in the decade to come. Attendees will gain insights on how responsible travel and sustainability are impacting travel decisions, the top destinations and experiences travelers are interested in and how world events are affecting current and future travel plans.

Are you tired of hearing about millennials and their travel habits? Wouldn't you like to use data to discover more than just age and gender? Forget what you think you know about targeting by demographics. When companies target specific audiences, people are often generalized into categories such as gender, age and sexual orientation. Humans want to be recognized as individuals. Stop targeting travelers based on generalizations and instead start looking at why they are traveling.

For many travel marketers, while research shows that personalization is important, the path to getting there is still unclear. The problem is pervasive across the travel industry with only 38% of travel companies rating their ability to personalize at four or five stars out of five. For years, travel marketers have lagged behind in the trend of prioritizing data-driven marketing—but there is good reason to start to emphasize it.

On this webinar, Andria Godfrey, senior director, global customer success, and Ted Sullivan, vice president, destinations, Europe, ADARA will:

ESTO's Destiny and Mercury Awards, which recognize excellence and creative accomplishment in destination marketing, are an annual highlight of ESTO year after year. In this webinar, 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. 

Visit Austin (a 2018 Destiny Award finalist), Travel Oregon (a 2018 Mercury Award winner), and Nomadic Agency (a lead-judge veteran), share their experience and tips on how to create a standout submission. This webinar highlights: 

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

Most have heard of digital ad fraud by now—where ads are shown to internet “bots” instead of intended human audiences. Some organizations have deployed fraud detection technology, but this technology is easily manipulated by hackers and bad guys. Arrivalist reviews the basics about digital ad fraud, how destination marketers are affected, and examples of what marketers are doing to protect themselves. 

Arrivalist highlights:

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

Did you miss Simpleview's Learning Lab at ESTO, or want to review the material again? Simpleview guides you through the customer journey from awareness to conversion and beyond.

Tourism marketing has changed significantly over the last decade and is on the cusp of another big evolution. New technologies and concepts—including big data, marketing automation and artificial intelligence—are becoming a reality. Is your DMO ready? Learn real-world solutions that apply marketing science to consumer-centric, results-driven marketing programs. You'll see firsthand where tourism marketing is going and the marketing concepts you'll need to remain relevant. Attendees: