UPCOMING WEBINAR SCHEDULE
| WEBINAR HOST | TIME & DATE | DETAILS |
|---|---|---|
| 2:00-3:00 p.m. April 25 | Innovation in the Meetings Industry presented by Miles Partnership |
| 2:00-3:00 p.m. May 16 | ADARA/ESTO Webinar Additional details are forthcoming. |
| 2:00-3:00 p.m. September 12 | Madden/ESTO Webinar Additional details are forthcoming. |
| 2:00-3:00 p.m. September 26 | MMGY Global/ESTO Webinar Additional details are forthcoming. |
| 2:00-3:00 p.m. October 10 | Simpleview/ESTO Webinar Additional details are forthcoming. |
U.S. Travel Members can view previously recorded webinars here (login required).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.
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:
- "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:
- 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
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.
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.
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.
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.
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.
Thursday, June 28, 2018
Presented by Miles Partnership
Expanding Your Presence on Google
*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:
- How search is changing, and why your organic search traffic may be flat or down.
- The Google DMO Partnership Program, and the free tools and solutions available to DMOs and their business partners.
- Simple, free actions destinations and businesses can take to enhance their Google presence and drive measurable results.
Wednesday, May 16, 2018
Presented by Madden
"Coopetition," Not Competition
*For more information about this topic, read Madden's post on our NEW ESTO Blog.
Smart cooperative marketing extends budgets and delivers valuable exposure to partner brands, some who might not otherwise be able to participate. Are you creating co-opportunities for your partners? Are you leveraging your assets to the best of your ability? Learn the impact of effective cooperative marketing programs, the benefits they deliver, and the elimination of competition a solid strategy provides. Madden:
- Shows how many cooperative tactics continue to stand the test of time.
- Explains why new forms of advertising should be evaluated for opportunities to extend ad effectiveness through cooperative marketing.
- Explores the future of cooperative marketing as an integrated omnichannel approach, rather than a fragmented strategy over a multitude of channels.
Thursday, April 12, 2018
Presented by U.S. Travel Association
Award-Winning Tips for the ESTO Awards
*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:
- An overview of the ESTO awards program, including background on how to navigate the award submission form.
- How to craft an award entry, utilizing strategies practiced by leading creative agencies.
- How to create an award entry that will WOW the judging panel.
Thursday, March 15, 2018
Presented by Presented by STR
Going for Gold: Record-Setting Performance Sets High Bar for 2018
*For more information about this topic, read STR's post on our NEW ESTO Blog.
The U.S. hotel industry sold more rooms at higher rates than ever before, generating unprecedented RevPARs in 2017. But does this record-setting performance bode well for 2018?
Data-benchmarking leader, STR, shares insights into the year ahead.
This webinar demonstrates:
- U.S. hotel industry trends from 2017.
- Challenges to group rate demands.
- The U.S. hotel industry outlook for 2018.
Thursday, February 15, 2018
Presented by CrowdRiff
Creating Destination Visitor Guides That Wow
*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:
- Recent trends in visitor guides.
- Examples of some visually-stunning visitor guides.
- Tips on creating a visitor guide that wows, on any budget.
Thursday, February 1, 2018
Presented by Travel Spike
Top Five Digital Tips for Destination Marketing in 2018
How can you leverage and maximize your organization’s marketing budget? Ryan Bifulco, founder and CEO, Travel Spike, explores how to make your marketing budget more efficient, no matter your organization’s size. Travel Spike:
- Shows how to save money by boosting your marketing ROI.
- Demonstrates how to stretch your advertising dollars.
- Demystifies words like "programmatic."
- Shows how to leverage the right influencers for your destination.
esto@ustravel.org
202.408.8422