I had a great time chatting with Scott Eddy, an experienced and outspoken expert in travel marketing. As his website notes, Scott “has become the ‘go-to’ digital guy for the travel industry, understanding it far more than many others as he chooses to completely immerse himself in its development and growth.”
Scott emphasizes that storytelling should focus on emotional outcomes like aspiration, trust, belonging, and transformation. He differentiates between B2B and luxury B2C marketing, noting that B2B emphasizes control and efficiency, while luxury B2C sells dreams. Scott also highlights the significance of leveraging user-generated content (UGC) and influencers, and the need for brands to engage with their audience on social media. He advises against treating influencers like ad units and stresses the importance of long-term relationships. Scott also recommends using LinkedIn and starting podcasts for better brand storytelling.
Discussion points include:
- The challenges of government or association-led storytelling, particularly in destinations with rich cultural offerings.
- Why brands risk peril when they ignore customer comments.
- The role of travel influencers and their impact on brand perception.
- The importance of social media and digital PR in influencing chatbot results and SEO.
- Scott’s experience as an influencer and the common practice of influencers being asked to provide positive reviews in exchange for lodging and on-property privileges.
- The challenges of direct bookings versus OTAs (Online Travel Agents) and the importance of delighting customers to establish a personal relationship.
- The need for different video cuts for various social media platforms and the importance of tailoring content to each platform’s audience.
- The importance of having a consistent digital infrastructure and the challenges of legal restrictions on employee engagement.
- Why brands should start podcasts to share internal stories and become media companies.