JOIN US FOR A SERIES OF
WEBINARS

Webinars enhance the ESTO experience throughout the year.
Below is the schedule for confirmed webinars. Continue to check back for additions to the lineup.

UPCOMING WEBINAR SCHEDULE

All webinars are Thursdays from 2:00-3:00 pm ET unless otherwise noted.

 
Webinar slides and videos are a U.S. Travel member benefit.
Members must be logged in to view those materials.

Check back for the 2020 ESTO webinar schedule.


Thursday, October 10, 2019
Presented by Simpleview

Crafting Content Like A Boss

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!

*Please click here to view the videos described in Simpleview's webinar presentation.

  • Learn to craft the right message for each of the five stages of travel.
  • Discover new techniques for content research.
  • Get inspired with real-world examples.
 U.S. Travel members must log in above to view all webinar slides and videos.




Thursday, September 12, 2019
Presented by Madden

Traveler Intents are the New Demographic

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.

  • Understand the advantage of targeting based on traveler intents versus demographics alone.
  • Identify where you have content or marketing gaps for your identified traveler intents.
  • Rethink how to create your “perfect” marketing mix for your destination’s traveler intents.
 U.S. Travel members must log in above to view all webinar slides and videos.




Thursday, June 20, 2019
Presented by Travelzoo

Attracting Travelers with Storytelling and Video

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 top trends influencing a traveler's destination selection.
  • How video is impacting traveler decisions, including specific data.
  • Best practices for utilizing different types of video.
 U.S. Travel members must log in above to view all webinar slides and videos.




Thursday, May 30, 2019
Presented by ADARA

The Marketing and Research Challenge: Riding the Wave of Data

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:

  • Share key insights into the tiered journey to personalization and measurement.
  • Demonstrate how travel marketers can significantly increase the relevance and understanding of their brands.
  • Debate how a few global travel brands are driving personalization and redefining measurement in travel.
 U.S. Travel members must log in above to view all webinar slides and videos.




Friday, April 26, 2019
Presented by Miles Partnership

Innovation in the Meetings Industry

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:

  • Factors that are disrupting the meetings industry.
  • Five key value drivers CVBs offer meeting planners as a critical resource in the destination.
  • Examples of how CVBs are evolving to help meeting planners reach their business goals.
 U.S. Travel members must log in above to view all webinar slides and videos.




Thursday, April 11, 2019
Presented by U.S. Travel Assocation

Award Winning Tips for 2019 ESTO Awards

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: 

  • The ESTO awards program, including eligibility, guidelines, categories and entry process.
  • How to craft an award entry, utilizing strategies practiced by leading DMOs.
  • How to create an award entry that will WOW the judging panel.
 U.S. Travel members must log in above to view all webinar slides and videos.




Thursday, March 14, 2019
Presented by CrowdRiff

How to Make Your Website an Insider's Guide to Your Destination

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

*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:

  • Why DMO websites should be more like an "Insider’s Guide" to a destination.
  • How to make your website earn the attention and trust of travelers.
  • Examples of DMO websites that showcase a unique view of their destinatio
 U.S. Travel members must log in above to view all webinar slides and videos.




Thursday, February 21, 2019
Presented by Arrivalist

Digital Ad Fraud: What Destination Marketers Are Doing to Protect Themselves

*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:

  • How bots can manipulate geolocations to commit fraud.
  • How ad fraud zaps marketing budgets and distorts analytics.
  • What other marketers look for in their own data to discover fraud and reduce its impact.
 U.S. Travel members must log in above to view all webinar slides and videos.




Thursday, February 7, 2019
Presented by Mastercard

Global Destination Cities Index: From Insights to Impact

*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:

  • Top global and North American destinations for visitation, growth and spending.
  • Key trends from the top destinations in the annual Global Destination Cities Index.
  • Data and analytical strategies destinations can use to identify and grow high-value visitors.
 U.S. Travel members must log in above to view all webinar slides and videos.




Thursday, January 10, 2019
Presented by MailmanX

China's Digital Landscape

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

In the last 10 years, there has been a paradigm shift in China, now playing a major role in shaping the worldwide digital landscape. The country is comprised of 800 million internet users—one-fifth of all users globally—and mobile capabilities are embedded into many aspects of everyday life in China. Today's long-haul travelers are young, crave uniqueness and are digitally savvy, which is why 75 percent of travel bookings are now completed on mobile devices. MailmanX shows your organization how to navigate China's digital space and explore digital trends as they pertain to travel and tourism. 

MailmanX shows DMOs how to:

  • Understand the role China plays in worldwide mobile usage and travel bookings.
  • Gain insights from the changing demographics of long-haul travelers in 2018.
  • Learn how to properly integrate important, new digital platforms in your marketing mix.
 U.S. Travel members must log in above to view all webinar slides and videos.




Thursday, November 8, 2018
Presented by ADARA

What Gets Measured Gets Modified

*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:

  • Learn how to better predict and address high-value origin markets.
  • Accurately project revenue forecasts for future campaigns.
  • Justify and streamline future marketing spend.
  • Confidently leverage real-time measurement in your organization.
 U.S. Travel members must log in above to view all webinar slides and videos.




Thursday, October 4, 2018
Presented by Simpleview

Your Complete Guide to a New World of Digital Marketing

*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:

  • Are inspired with real-world examples.
  • Discover how to target the right audience with the right message.
  • Learn to optimize their targeted messages for multiple web mediums.
  • Learn how to use critical tools like Google Experiments, Stackla, Act-On and Google Optimize.
 U.S. Travel members must log in above to view all webinar slides and videos.



Content like past webinars, attendee contact information and certain presentations are restricted. For access, contact esto@ustravel.org.