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Top 10 Travel and Tourism Marketing Case Studies [2024]

We are entering a time where travel is not just a leisure activity but a vital part of our global culture. Industry trends suggest that personalized experiences and digital engagement will drive tourism growth. This blog explores ten innovative travel and tourism campaigns that have set the standard for effective marketing in a rapidly changing world. These case studies showcase how embracing technological advancements, cultural insights, and sustainable practices can create unforgettable experiences and successful marketing outcomes in the tourism sector.

Related: Impact of Augmented Reality on Travel & Tourism

Case Study 1: Expedia’s Travel Yourself Interesting

Company Overview:

Expedia, founded in 1995, revolutionized the travel industry by moving travel booking online, displacing traditional high-street travel agents. However, over time, the market became commoditized, with intense competition and a focus on price and deals, which led to reduced margins and an emphasis on price comparison websites.

The primary objective was to reposition travel from being seen as a cost to be minimized to a valuable investment in personal growth and self-improvement. This shift was intended to differentiate Expedia in a market dominated by price-focused marketing and to drive traffic directly to its website and app.

The essence of the campaign was built on the idea that engaging in travel enriches one’s personality and makes them more fascinating. This concept was created through a multi-channel approach, utilizing television, online films, social media, and the hashtag #TYI on Twitter. The strategy marked a departure from the industry’s standard emphasis on deals and savings, focusing instead on the transformational experiences and psychological benefits of travel.

The campaign’s impact was significant:

• In the UK, the campaign achieved a remarkable return on investment (ROI) of £11 for every £1 spent.
• In France, the campaign yielded an ROI of €6 per €1 spent.
• Gross bookings for Expedia increased by 8% in the UK and by an impressive 33% in France.

Key Lessons:

• Breaking Category Conventions: Moving away from the conventional focus on price and deals in travel marketing can be highly effective.
• Emotional Connection: Creating a campaign that resonates emotionally with consumers, in this case by highlighting the enriching experiences of travel, can lead to significant commercial success.
• Strategic Repositioning: Reframing a product or service as an investment in oneself rather than a cost can help a brand stand out in a commoditized market.
• Insight-Driven Marketing: Building a campaign around a deep, relatable insight (“travel makes you more interesting”) can effectively engage and motivate the target audience.

Case Study 2: Icelandair’s Iceland Academy

Icelandair, the national carrier of Iceland, has played a pivotal role in promoting tourism to Iceland.

The primary objective of the “Iceland Academy” aspect of the campaign was to educate tourists about Icelandic culture, etiquette, and safety, thereby enhancing their travel experience. This initiative was part of a broader strategy to attract more visitors to Iceland and encourage responsible and sustainable tourism.

The campaign was executed through an online platform offering 14 short videos of one and a half minutes each. These tutorials covered diverse aspects of Icelandic culture, such as hot tub etiquette, local food sustainability, and glacier safety. The aim was to provide insider knowledge and tips to tourists for a safer and more enriching visit. The “Iceland Academy” participants could earn badges and even win a trip to Iceland.

• Total Views: 10M
• Increase in consideration of viewers: 30%
• Increase in search compared to non-viewers – 342%
• Educational Marketing: Providing practical, educational content can enhance the appeal of a destination and improve the visitor experience.
• Cultural Sensitivity: Highlighting local customs and etiquette helps promote respectful and responsible tourism.
• Leveraging Local Expertise: Utilizing locals and experts in campaign materials can lend authenticity and credibility.
• Interactive Engagement: Encouraging active participation (earning badges, winning trips) can increase engagement and interest.
• Sustainable Tourism Focus: Positioning a destination focusing on sustainability and respect for nature can appeal to a growing segment of environmentally-conscious travelers.

Case Study 3: Ireland Tourism’s Doors of Thrones

The campaign was led by Tourism Ireland, the organization promoting Ireland as a global travel destination. The organization collaborated with HBO and other partners to create a unique tourism experience highlighting Northern Ireland’s connection to “Game of Thrones.”

The campaign’s primary goal was to promote Northern Ireland as a travel destination by leveraging its association with “Game of Thrones.” This was achieved by transforming a natural disaster (the felling of trees during Storm Gertrude) into a creative opportunity.

The campaign centered around creating ten intricately carved wooden doors, each depicting scenes from the show’s sixth season. These doors, crafted from trees that fell during the storm at the Dark Hedges (a filming location for the show), were placed in pubs across Northern Ireland near key filming locations. The doors served as both an homage to the series and a tourist attraction.

• Generated £17 million in earned media.
• 8% increase in tourism from the previous year.
• Views – 17.5 Mn, 250,000 engagements, and a combined total reach of 126 million people.
• Creative Use of Cultural Phenomena: Leveraging popular culture can significantly boost tourism, especially when linked to globally recognized media.
• Turning Challenges into Opportunities: The campaign creatively used the aftermath of a natural disaster (fallen trees from a storm) to create a unique tourist attraction.
• Strategic Partnerships: Collaborating with HBO and other stakeholders was critical to the campaign’s success.
• Multi-Location Engagement: Placing the doors in different locations encouraged tourists to travel across Northern Ireland, distributing the economic benefits.

Case Study 4: Australia Tourism’s Come and Say G’Day Campaign

Tourism Australia, the organization responsible for promoting Australia as a global travel destination, launched the “Come and Say G’day” campaign. This initiative is part of Tourism Australia’s “There’s Nothing Like Australia” global brand platform.

The campaign’s main objective was to reignite the world’s interest in visiting Australia. It aimed to capture the imagination of potential travelers through creative and uniquely Australian elements, driving demand for travel to Australia.

The multi-channel campaign featured two CGI-animated characters. Ruby, a kangaroo souvenir, enlivened the campaign, brought to life with the voice of renowned Australian actress Rose Byrne. Complementing Ruby was Louie, a toy unicorn symbolizing international tourists, with his voice provided by the talented actor Will Arnett. The campaign included a short film, television commercials, print and high-impact out-of-home creatives, and digital and social media content. It featured a reimagined version of the iconic Australian anthem “Down Under,” performed by King Stingray, sung in both English and Yolŋu Matha. The campaign ran across 15 key international markets.

• By July 2023, international visitation to Australia rebounded to approximately 80% of the pre-COVID figures of July 2019.
• 10% uptick in global flight inquiries for Australia
• Tourism Australia developed 190 strategic partnerships, including prominent airlines and travel agents, contributing to the increase in global interest in Australian holidays.
• Leveraging Cultural Icons: Utilizing recognizable cultural symbols, like the Australian kangaroo, can effectively resonate with international audiences.
• Multi-Channel Strategy: A diverse media approach, including animated films and social media content, can broaden the reach and appeal of the campaign.
• Emotional Connection: Creating relatable and engaging characters can foster an emotional connection with potential tourists.
• Strategic Partnerships: Collaborations with various stakeholders, including airlines and travel agents, amplify the campaign’s impact.
• Adaptability Across Markets: The campaign’s success in both English and non-English speaking territories highlights the importance of adaptable marketing strategies.

Case Study 5: California’s Am I Dreaming

The main goal was to showcase California’s vast attractions and encourage tourism, particularly after the challenges posed by the COVID-19 pandemic. The campaign aimed to reinvigorate interest in travel to California by highlighting its unique and diverse destinations.

“Am I Dreaming?” was a visually captivating advertisement highlighting a wide array of California landscapes, providing a glimpse of the diverse scenery and destinations from picturesque beaches to majestic mountains and everything in between.

The campaign extended beyond the Super Bowl ad, running on linear TV, online TV, and digital platforms through the peak spring trip-planning season. It also included a social media presence, with remixed ad versions and behind-the-scenes footage.

• The pregame spot received 60 million viewers, a high percentage in the target 25-54 age demographic.
• The ad was selected as AdForum’s #1 ad worldwide.
• Leveraging Major Events: Premiering the campaign during the Super Bowl capitalized on the event’s massive viewership.
• Celebrity Involvement: Involving well-known celebrities helped increase the campaign’s reach and appeal.
• Cinematic Quality: High production value and engaging visuals can significantly enhance a tourism ad’s effectiveness.
• Multi-Platform Strategy: Extending the campaign beyond TV to digital and social media ensured broader and sustained engagement.

Related: Best AI in Travel & Hospitality Case Studies

Case Study 6: Boosting Travel to San Francisco During Golden Week

San Francisco, renowned for its iconic Golden Gate Bridge, vibrant food scene, and pleasant weather, has long been a favored destination among travelers worldwide. The San Francisco Travel Association, alongside key partners such as United Airlines, SFO Airport, Napa Valley, and Concord, aimed to capitalize on the Golden Week—a significant national holiday in China marked by a surge in international travel.

The primary objectives were threefold:

• Elevate brand awareness for United Airlines and SFO.
• Encourage Chinese tourists to book accommodations in San Francisco.
• Increase visibility for neighboring destinations like Napa and Concord.

These goals were set against evolving economic conditions and digital consumption patterns among Chinese tourists.

In response to the emergence of a new demographic of “free and independent” (FIT) travelers from China, the San Francisco Travel Association devised an innovative campaign. They collaborated with United Airlines, SFO, Napa Valley, and Concord to orchestrate the ultimate Northern California road trip experience.

The campaign’s centerpiece was a partnership with Kiki Fang, China’s top travel social influencer, boasting 6.5 million followers on Douyin. Fang’s travel vlogs, embodying the essence of San Francisco, were disseminated across popular Chinese platforms, including Weibo, Douyin, Toutiao, RED, Mafengwo, and Ctrip. These vlogs featured branded experiences designed to appeal to the target audience. They were supplemented by a performance campaign on Ctrip featuring a custom landing page, travel products, and banner ads.

The campaign yielded impressive outcomes, as highlighted below:

• Video Views: 85 Million
• Video Likes: 5 Million
• Video Comments: 103K
• Room Nights Booked: 6,870+
• Year Over Year Growth: 21%

These statistics underscore the campaign’s success in engaging Chinese FIT travelers and encouraging them to visit San Francisco and its surrounding areas.

From this campaign, several key lessons emerged:

• Influencer Impact: The significant role of a well-chosen influencer in reaching and engaging target demographics cannot be overstated. Kiki Fang’s credibility and relatability were instrumental in the campaign’s success.
• Localized Content: It is critical to tailor content to fit the target audience’s cultural and social media consumption habits. Utilizing platforms popular among Chinese travelers ensured the campaign’s visibility and engagement.
• Collaborative Marketing: The synergy between various tourism stakeholders (airlines, destinations, and influencers) can create a more compelling and holistic campaign, enhancing overall effectiveness.
• Digital Adaptation: Staying abreast of digital trends and consumption patterns is vital for engaging modern travelers, particularly those from rapidly evolving markets like China.

Case Study 7: Etihad Airways’ Single Use Plastic Free Flight

Etihad Aviation Group (EAG) embarked on a pioneering journey to address the pressing global issue of single-use plastic pollution, particularly within the aviation industry. Aligning with the UN 2030 Agenda for Sustainable Development, EAG committed to a significant environmental initiative by implementing a policy to reduce single-use plastics across its operations, setting an ambitious target to achieve an 80% reduction.

The initiative’s primary objective was to confront the environmental impact of single-use plastics in aviation, an industry notably contributing to this global concern. EAG aimed to lead by example, leveraging its policy to substantially cut down on single-use plastic consumption within its various verticals and enhance its brand affinity through demonstrating a strong commitment to sustainability and improving the overall guest experience.

Strategy and Execution:

EAG conducted a comprehensive audit to identify the key areas of single-use plastic consumption within its operations, discovering the highest usage in in-flight and customer service areas. The strategy focused on these areas, sourcing eco-friendly alternatives for over 95 different single-use plastic items, including cutlery, cups, and toothbrushes. A landmark achievement was the operation of the world’s first single-use-plastic-free flight on Earth Day from Abu Dhabi to Brisbane, symbolizing EAG’s dedication to sustainability. The event was heavily promoted through various communication channels, including social media, in-flight videos, and participation from environmental experts, media, and influencers, to generate widespread awareness and engagement.

• Achieved a 20% reduction in single-use plastics on-board flights by June.
• Aiming to eliminate over 100 tonnes of single-use plastics from onboard services by the end of the year.
• The video celebrating Earth Day captivated a 6 million-person audience and garnered more than 1.2 million views on various social media platforms.
• Generated significant media coverage, with over 60 global outlets reporting on the initiative.
• Launched an ‘eco partnership’ with Boeing to explore sustainable aviation practices further.
• Comprehensive audits are critical in identifying and addressing key areas of impact within operations.
• Forming strategic alliances and working collaboratively enhances the scope and effectiveness of efforts towards sustainability.
• Engaging narratives and the involvement of prominent figures play crucial roles in elevating awareness and motivating transformative actions.
• Achieving significant environmental goals requires a multifaceted approach, combining policy change, customer engagement, and industry collaboration.
• Sustainability initiatives can significantly enhance brand affinity and customer experience, positioning a company as a leader in responsible business practices.

Case Study 8: Swedish tourism board targets myth-seekers

In collaboration with Prime Weber Shandwick, Stockholm, Visit Sweden embarked on an innovative PR campaign designed to elevate Sweden’s profile as a travel destination. By delving into the rich tapestry of Swedish folklore and leveraging the burgeoning interest in mysticism, occult, and dark tourism, they introduced an immersive auditory experience titled “Spellbound by Sweden.” This campaign aimed to showcase the hidden drama of Sweden’s modest forests through the lens of its mythical inhabitants, providing travelers a unique cultural and emotional journey.

The campaign sought to differentiate Sweden from other nature-centric destinations by highlighting its cultural richness and mystical folklore. The objectives were to:

• Increase global awareness of Sweden as a culturally rich destination.
• Attract interest from markets with a demonstrated affinity for folklore, mysticism, and the occult, particularly focusing on the UK and US markets.
• Encourage engagement with Swedish nature through a novel, sensory-driven travel experience.
• Boost intention to travel to Sweden by captivating the imagination of potential visitors with the allure of experiencing folklore first-hand.

To achieve these objectives, Visit Sweden and Prime Weber Shandwick crafted a captivating audio story, “Kiln,” in collaboration with horror writer John Ajvide Lindqvist. This story, accessible exclusively within Sweden’s national parks, like Åsnen and Fulufjället, through Spotify, leveraged geo-locking technology to ensure an immersive on-site experience. Listeners would embark on a mystical journey through the forest, stepping into the main character’s shoes and encountering various mythological beings. This innovative use of audio storytelling was supported by a comprehensive digital strategy, engaging potential travelers on social media and the Visit Sweden website with rich content about Sweden’s mythical forest creatures and recommended visitation sites.

• Achieved a campaign reach of approximately 150 million in the UK and US markets.
• Digital content engagement significantly exceeded benchmarks, with some content experiencing up to 10 minutes of reading time.
• Successfully reached 80% of the targeted audience in the UK and US.
• Achieved a 16% rise in recognition of Sweden as a travel destination, augmented its cultural image by 14%, and increased the desire to visit by 5%.
• Innovative Storytelling: Leveraging local folklore and partnering with a renowned writer can deeply enrich the narrative and appeal of a destination.
• Emotional Engagement: Transitioning from visual to emotional storytelling, particularly through audio, can create a more intimate and immersive experience for the audience.
• Cultural Fluency: Aligning the campaign with current cultural trends and interests (e.g., the rise of #WitchTok, astrology, and dark tourism) can significantly amplify its relevance and reach.
• Media Strategy: Utilizing a geo-lock feature for content delivery not only enhances the experience but also generates PR interest, showcasing an effective use of technology in tourism marketing.
• Broader Implications: Even if a large portion of the audience may not directly experience the campaign (due to its geo-locked nature), the generated media coverage and social buzz contribute to achieving the campaign’s broader objectives.

Case Study 9: 13000 reasons to visit Northern Norway

Visit Norway, the official tourism board of Norway promotes Norway as a premier travel destination for both domestic and international tourists. By leveraging Norway’s rich cultural heritage, breathtaking landscapes, and unique experiences, Visit Norway aims to increase tourism and showcase the country’s diverse attractions.

The “13000 Reasons to Visit Northern Norway” campaign aimed to boost domestic tourism within Norway, with a specific focus on encouraging Norwegians to explore the northern regions of their country. This initiative sought to highlight Northern Norway’s unique appeal through the lens of foreign tourists, who have shared their positive experiences and the region’s captivating allure on various social media platforms.

To bring this campaign to life, Visit Norway embarked on an innovative strategy by compiling 13,000 comments from foreign tourists who had visited Northern Norway. These comments, sourced from social media, served as authentic testimonials to the region’s beauty and unique offerings. The campaign creatively utilized these comments by having them read aloud by a local comedian, effectively creating what was described as the world’s longest travel review. This not only provided a platform for showcasing genuine visitor experiences but also engaged the audience in a novel and entertaining manner.

• 72% reach of target group
• 33% increase in domestic tourism to Northern Norway was recorded.
• The campaign gained international recognition, winning the HSMAI Adrian Award for “Best in Show” and the Webby Award for “Best Use of Social Video.”
• Authentic Testimonials: Leveraging real visitor experiences and testimonials can provide compelling reasons for others to visit, showcasing the destination’s appeal through genuine and relatable content.
• Creative Engagement: Utilizing unique and entertaining methods to present information, such as having a comedian read out visitor comments, can significantly increase engagement and interest.
• Focusing on Lesser-Known Regions: Highlighting the attractions and experiences of lesser-visited areas can stimulate interest and tourism, contributing to a more balanced distribution of visitors across a country.
• Social Media as a Tool for Promotion: The effective use of social media comments and engagement in promotional campaigns can amplify reach and authenticity, connecting with potential visitors on platforms they frequently use.

Case Study 10: Bermuda Pink

Bermuda’s tourism board embarked on a strategic marketing campaign aimed at reversing a decline in visitor numbers, particularly those arriving by plane, which had seen a 6% year-over-year decrease in 2019. Recognizing Bermuda’s proximity to New York City and its stunning pink-sand beaches, the campaign sought to reinvigorate interest in the island as an ideal destination for families, friends, and couples seeking unique travel experiences.

The primary goal was to rejuvenate Bermuda’s tourism sector by showcasing the island’s unique attractions and experiences. By highlighting Bermuda’s accessibility from major cities like New York and underscoring its idyllic landscapes, the campaign aimed to educate potential travelers about the island and inspire them to make travel bookings, thereby targeting key demographic groups including families, friends, and couples.

To achieve these objectives, the campaign introduced “Bermuda Pink,” a dynamic marketing initiative that combined a digital microsite with a traditional print campaign. The strategy capitalized on content developed jointly with travel and fashion influencer Wendy Nguyen, who has a following exceeding 1.1 million on Instagram, and Meredith Andrews, a renowned local photographer and artist. The campaign content was strategically diversified into three core themes—Family, Friendship, and Romance—featuring listicles, articles, and slideshows tailored to each audience segment.

The microsite was hosted on Travel & Leisure’s website, a favorite among the target demographic, supported by sponsored social posts and traffic-driving efforts from DEPARTURES and Food & Wine. Additionally, high-impact advertorials in the print editions of Travel + Leisure and Food & Wine featured translucent acetate overlays and QR codes to direct readers to gotobermuda.com. The campaign’s launch was celebrated with an exclusive event at the distinguished Roxy Hotel in New York, drawing influencers, members of the Bermuda Tourism Authority, and a select group from The Luxury Group at Meredith.

• The microsite attracted nearly 185,000 total combined page views.
• Generated 47.4k clicks to the campaign’s content.
• Achieved an average read time of 72 seconds on the microsite, which is a +6% lift over the Meredith benchmark of 68 seconds.
• Display ads for the campaign delivered a Click-Through Rate (CTR) more than +67% above the industry benchmark.
• Wendy Nguyen’s Instagram posts related to Bermuda received a total of 58,040 likes.
• Her most popular Bermuda campaign post received over 16,000 likes, significantly higher than her general post average of around 10,000 likes per post.
• Influencer Collaboration: Partnering with influencers who have a strong, relevant following can significantly amplify a campaign’s reach and impact.
• Integrated Marketing Approach: Combining digital and print mediums, along with exclusive events, can create a comprehensive and immersive campaign experience.
• Content Tailoring: Developing content that resonates with specific target groups—families, friends, and couples—can more effectively inspire travel intentions.
• Engagement Metrics: High engagement rates, from page views to social media interactions, are crucial indicators of a campaign’s resonance with its intended audience.

Event Marketing: Exclusive events can serve as a powerful tool for generating buzz and fostering direct engagement with key influencers and potential travelers

Related: Top Instagram Marketing Tips for Tourism

The travel and tourism marketing world is as varied and vibrant as the destinations it promotes. These campaigns highlight key lessons in leveraging cultural icons, creating immersive digital experiences, and utilizing major events for promotional advantage. As the industry continues to evolve in a post-pandemic world, these insights are more relevant than ever, offering a roadmap for future marketing efforts. Whether you’re a marketer, a tourism professional, or a travel enthusiast, these case studies offer a glimpse into the art and science of turning destinations into dream vacations.

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The Case Study: Booking.com – Tourism Marketing Strategy

Booking.com, the world’s largest online travel agency, has been using social media as part of its tourism marketing strategy since 2009. The company uses paid and organic tactics to reach its target audience on various platforms, including Facebook, Instagram, and YouTube.

In recent years, Booking.com has increased its focus on visual content, mainly through Instagram. The company has also used influencers in its tourism marketing strategy to reach new audiences and promote its brand.

Booking.com’s tourism marketing strategy on social media has helped it build a strong presence online and connect with travelers worldwide. The company has also used social media to drive bookings and grow its business.

This case study will look at how the company uses social media to reach and engage customers. In addition, It will also discuss some of the tourism marketing tactics it uses to boost its online presence. 

Additionally, you can create a travel flyer with PhotoADKing that boost tourism marketing easily. 

So, if you’re looking for some inspiration for your social media campaign, be sure to check out this case study!

About Booking.com

Source: Booking

Booking.com is a travel fare aggregator website and travel metasearch engine for lodging reservations. It is owned and operated by Booking Holdings, the largest online travel company globally. The website is available in 43 languages.

Founded in 1996 as Booking.com BV, it was acquired in 2005 by Priceline Group.

Booking.com offers travelers a wide variety of accommodation options, from hotels and apartments to vacation rentals and hostels. Travelers can also find activities, tours, and transportation options on Booking.com and mobile apps.

In 2018, Booking.com was ranked as the second most valuable brand in the travel industry, behind only Expedia Group.

In July 2019, Booking.com had 697 million visits and an 87% rating as a top company in terms of mobile experience.

The Tourism Marketing Strategy Behind Booking.com’s Online Success

Online communities are a great way to connect with your audience and engage them in meaningful ways. In order to keep your followers engaged on social media, you need to use the right tactics.

If there’s one brand that’s mastered this art, it’s Booking.com. In order to build trust and communicate directly with a large international client base, an online travel agency must work hard. With their tourism marketing plan, they focus on the customer while using powerful storytelling techniques. Additionally, if you run a travel agency, a tourist brochure can be a helpful addition to your tourism marketing strategy.

Due to the popularity of its social media accounts, Booking.com’s content strategy is clearly working.

And it’s easy to see why. Each piece of content is well-planned, carefully crafted, and tailored to the audience. No matter what their followers want to see, Booking.com’s marketing team knows what they want and how to deliver it.

Booking.com Tourism Marketing Strategy for Facebook

Source: Facebook

Travel booking website Booking.com has over a billion visitors per year, with a rapidly increasing user base.

One of the keys to their success has been their tourism marketing strategy on social media platforms like Facebook. Through interactive posts, contests, and giveaways, their marketing team engages with users and creates content relevant to their target audience.

Facebook’s Book.com page has more than 15 million fans and extremely high engagement rates. Storytelling can lead to a sense of belonging when people see their company’s values or mission statement through rose-colored glasses.

Some of Booking.com’s Most Successful Tourism Marketing Tactics for Facebook include:

• Creating visually appealing and engaging content is essential for any business, but it is crucial for companies that rely on online bookings, like Booking.com. The company uses high-quality images and videos optimized for different mobile devices to attract users’ attention and encourage them to share the content with others.
• Booking.com’s Facebook page is an excellent example of tourism marketing as it uses visuals to engage potential customers. Pictures of destinations worldwide and videos take you behind the scenes of staying in one of the company’s hotels.
• Encouraging interaction and engagement through contests and giveaways. Booking.com hosts regular online contests to offer users prizes like free hotel stays and flight vouchers. Tourism marketing tactics also encourage people to share their contest entries on Facebook, increasing their chances of winning.
• One unique feature that makes the Booking.com Facebook page stand out is its highly interactive. Booking.com usually replies to users to their comments, often personalizing responses to each user. Interaction in their tourism marketing has earned a loyal following and positioned it as the most customer-focused travel site online.

With its well-rounded travel marketing strategy on Facebook, Booking.com has grown its business significantly, becoming one of the most popular travel booking websites.

Booking.com on Instagram

Source: Instagram

On Instagram, this brand shares all kinds of content related to traveling and exploring new places, be it videos or pictures. The visuals are always immaculate, with just enough editing to bring out the best of each photo or video.

This tourism marketing strategy is very similar to the one used on Facebook, with a mix of content that inspires users to travel and use Bookin.com’s services. However, the brand does make good use of the Instagram platform by utilizing features such as carousels and reels from time to time.

As a whole, Booking.com’s Instagram page is very well managed and provides its followers with great content that stimulates them to explore more of the world.

Booking.com on YouTube

Source: YouTube

One series that will catch our eye is Booking.com’s “Local Guides.” This series features locals from various towns who show off the best places to visit in their hometowns. Each host has a unique story about why their neighborhood is particular and what makes it such a great place to stay. 

What you will love most about these videos is how personal and relatable they feel – it’s like getting travel advice from a friend!

The Most Powerful Tourism Marketing Campaigns of Booking.com

Booking.com is one of the world’s leading online travel agencies, helping millions of travelers daily to find the perfect hotel. But what makes Booking.com so successful?

Booking.com knows how to get people talking when it comes to social media. The travel company has run many successful travel marketing campaigns online, using innovative strategies to engage and promote its brand.

Booking.com has some of the most creative and effective social media campaigns in the industry, reaching a broad audience and driving significant results.

Here are just a few examples of Booking.com’s most successful tourism marketing campaigns:

#BackToTravel

With the early signs of a global slowdown in 2020, many people were worried that they would have to put their travel plans on hold. But Booking.com launched a campaign called #BackToTravel to help people get excited about traveling again and reclaim their love for exploring new places.

This tourism marketing campaign included a co-content created with popular influencers who shared stories of thrilling adventures from all over the world and tips and advice on planning a successful trip. It also featured inspiring content on Instagram highlighting beautiful destinations and must-visit attractions, helping people get back into the travel mindset.

By encouraging people to pick up where they left off before the downturn hit, Booking.com helped millions of travelers worldwide reconnect with the joys of traveling.

#AmericaIsForEveryone

Booking.com launched a new tourism marketing campaign on social media called #AmericaIsForEveryone.

A travel marketing campaign aimed to inspire people across the United States by acknowledging how different cultures and communities worldwide live. The company did this by partnering with various organizations and groups representing different demographics in America.

One example is their partnership with Asian Americans Advancing Justice | AAJC. This organization works to protect the civil rights of Asian Americans and to advance their community’s civic engagement. Booking.com featured Asian American businesses on their site and shared stories about how these businesses are thriving.

This tourism marketing campaign is just one example of how Booking.com is committed to diversity and inclusion. The company has a long history of supporting various communities around the world. And they continue to find new ways to show their support.

#BookingHero

The #BookingHero, a tourism marketing campaign, is all about bringing people together. Starting from the simple idea that what makes traveling memorable are the people we meet along the way, Booking.com challenged travelers to share their stories and nominate their #BookingHero: an individual who works at their accommodation and goes above and beyond to make their trip unforgettable. 

Whether it’s a bartender who gives stellar travel advice, a hotel concierge who takes you on off-the-radar adventures, or just another guest staying at your hostel who turns out to be your new best friend, no one knows better than travelers themselves what makes a trip worth taking. 

With the #BookingHero tourism marketing campaign, Booking.com recognizes these unsung heroes in the travel industry by highlighting the individuals behind some of the most memorable travel experiences. 

Role of Videos in Their Travel Marketing Campaigns

Booking.com has used videos very creatively in its tourism marketing campaigns as part of its social media marketing strategy, which has helped boost its reach and engagement levels.

Their tourism marketing video campaign features short videos that showcase different destinations worldwide. The videos are meant to inspire audiences to travel. They are highly popular with audiences.

In addition to using video in their various campaigns, Booking.com has also utilized other social media platforms for this tourism marketing to reach out to potential customers. The company has an active presence on Facebook, Instagram, and Twitter, and they regularly post updates and offers on these platforms.

Overall, Booking.com has successfully used social media to reach new customers and promote its brand. The company’s use of video campaigns has been particularly effective, which is likely to continue.

Marketing Budget of Booking.com

Booking.com is a subsidiary of Booking Holdings Inc.

The company has seen its marketing expenses increase sharply in recent years, reaching 3.8 billion U.S. dollars in 2021. This represents an increase of 74 percent over the previous year, after a sharp decline in 2020 due to the coronavirus (COVID-19) pandemic.

Booking.com’s marketing budget is the largest in the travel industry, and they’re constantly innovating marketing strategies to stay ahead of the competition.

Booking.com’s secret to success during this challenging time appears to be its aggressive marketing campaigns and its focus on providing a great customer experience. The company has also been quick to adapt to the changing travel landscape, offering new services such as contactless check-in and virtual tours of hotels.

Booking.com has also focused its tourism marketing strategy on storytelling to compete in this competitive digital space. Though, beyond pricing, room selection, and easy-to-use products, the brand knows that consumers are also looking for a story. 

Therefore, to stand out from the competition, Booking.com has worked to create content that reaches more audiences organically. Moreover, the brand’s social media channels are full of images and videos showing different destinations worldwide. 

And, while other travel brands might provide a list of hotels in a given city, Booking.com goes one step further by suggesting specific experiences and sights that users can enjoy during their stay. In this case, Booking.com has built a strong relationship with its customers by demonstrating the high value it places on their travel experience. 

About Jignesh Kakadiya

Jignesh Kakadiya is an SEO guy. He is interested in a wide range of spheres from graphic design to content marketing and new technologies. If you are interested in graphic design or the SaaS industry, you can find him on Twitter & LinkedIn, or other social media. Read and take over Jignesh’s useful insights!

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Case Based Research in Tourism, Travel, Hospitality and Events

• © 2022
• Marianna Sigala 0 ,
• Anastasia Yeark 1 ,
• Rajka Presbury 2 ,
• Marcela Fang 3 ,
• Karen A. Smith 4

Department of Business Administration, University of Piraeus, Piraeus, Greece

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Strategy and Operations Discipline, Kaplan Business School, Brisbane, Australia

Blue mountains international hotel management school, torrens university, sydney, australia, faculty of higher education, william angliss institute, melbourne, australia, wellington school of business and government, victoria university of wellington, wellington, new zealand.

• Consolidate case studies from tourism, hospitality, events that combine theory and practice to untangle real world issue
• Enables students to develop academic mastery by better understanding and applying knowledge beyond the classroom
• Inspires scholars to use case study methods to research as well as implement a research informed teaching approach

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About this book

This book consolidates international, contemporary and topical case study based research in tourism, travel, hospitality and events. Case studies can make learning more attractive and interesting as well as enable students to understand the theory better and develop their analytical and problem-solving skills. Using industry as an open living lab, case study based research infuses scholars into real-world industry challenges and inspires them to theorise and advance our knowledge frontiers.

The book includes international case studies that can help tourism scholars build and advance (new) theories and enrich their educational practices. Case studies are accompanied with a teaching note guiding scholars to integrate case studies into instruction.

Dr Kirsten Holmes, Chair, Council for Australasian Tourism and Hospitality Education (CAUTHE) 

There is a vital need for contemporary and well-structured case studies for use in tourism teaching. By including case studies from Australasia and key destination regions in Asia, Europe, and the Caribbean, the book is helpful for tertiary teachers globally. 

The book inspires educators and students. The cases provide context to students’ learning and demonstrate the richness and variation of the industry. The book also clearly demonstrates how research can inform our teaching. 

Professor Brian King, Chair, THE-ICE Assessment Panel   

The book includes cases under five themes: experiences, operations, technologies, strategy and marketing, and destinations. The book provides subject lecturers with a structure to guide students of applying theory into practice. 

Dr Paul Whitelaw, Academic Director, Southern Cross University

This book marks a significant contribution to hospitality, tourism and events pedagogy at undergraduate and postgraduate level.  At a time when the industry is demanding that our graduates have a strong grasp of “real world issues”, the case study approach provides an accessible, meaningful and relatable means by which students can engage in real world issues.

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Table of contents (27 chapters)

Front matter, introduction, case study: an underestimated research and pedagogical method.

• Marianna Sigala, Anastasia Yeark, Rajka Presbury, Marcela Fang, Karen A. Smith

Experiences

Designing servicescape and experience with art: learnings from the d’arenberg cube , australia.

Marianna Sigala

A Day in the Life of Guest Experience Stagers: The Saffire Freycinet Experience

• Anita Manfreda, Justin King

Extraordinary (Memorable) Experiences in Events: The Case of Skylighter Fireworx, Australia

• Anastasia Yeark, John Powers

Boom Then Bust at the George Hotel

• Eileen Aitken-Fox

High-End Restaurants During COVID-19: The Beginning of a New Fine-Dining Era?

• Sandra Cherro Osorio, Ana Delevska, Peter Matheis

The Power of Words: A Case Study of Service Language in an Australian Five-Star Hotel

• Madalyn Scerri, Rajka Presbury

Hidden Factors: Operations Management Implications for the Hayman Island Resort

• Zdenka Gabrielova, Marcela Fang

Hotel Revenue Management Strategy – Impacts and Consequences of Changes in Management

• Antoine J. Bisson

The Expansion of MexHospitality: Exploring the Ethical Implications of Hospitality Outsourcing

• Blanca A. Camargo

Exploring the Relationship Between Hotel Classification System and Service Quality: A Case Study of the Indian Hotel Industry

Technologies, how to design a smart tourism destination: the case of granada.

• Luis-Alberto Casado-Aranda, Juan Sánchez-Fernández, Ana-Belén Bastidas-Manzano

Marketing Suburban Tourism Destinations on Social Media: The Case of the City of Joondalup, Western Australia

• Oscar Vorobjovas-Pinta, Violetta Wilk

Mandatory System Usage Behaviour: A Case Study in Australian Resorts

• Leo Y. L. Kwong, Susan Foster, Victoria Peel

EHS Hotels: Neuroimaging or Self-Reports When Evaluating Tourism Advertising and Websites?

Editors and affiliations.

Anastasia Yeark

Rajka Presbury

Marcela Fang

Karen A. Smith

About the editors

Prof Marianna Sigala   

Dr Rajka Presbury   

Dr Rajka Presbury coordinates the scholarship activities at Blue Mountains International Hotel Management School (BMIHMS) at Torrens University. Before joining academia, Dr Presbury gained extensive professional experience in the hotel sector and had held several management positions in Banqueting Services, Restaurant, and Event Sales and Conventions. Rajka is an auditor for the International Centre for Excellence in Tourism and Hospitality Education (THE ICE): www.the-ice.org.   

Dr Marcela Fang   

Dr Marcela Fang is a management lecturer in the Faculty of Higher Education at William Angliss Institute, where she teaches strategic management, leadership and innovation. Her experience includes lecturing, design and development of curriculum for higher education and industry settings. Marcela’s research focuses on leadership, leadership development, evaluation of higher education and training programs, strategy and innovation.  

Prof Karen A. Smith

Prof Karen A. Smith is an Associate Dean in the Wellington School of Business and Government, Victoria University of Wellington, where she is also a Professor of Tourism Management and teaches tourism and event management. She has co-edited four books and journal articles on a range of tourism and volunteer management areas. She makes extensive use of case studies in teaching and curriculum design. 

Bibliographic Information

Book Title : Case Based Research in Tourism, Travel, Hospitality and Events

Editors : Marianna Sigala, Anastasia Yeark, Rajka Presbury, Marcela Fang, Karen A. Smith

DOI : https://doi.org/10.1007/978-981-16-4671-3

Publisher : Springer Singapore

eBook Packages : Business and Management , Business and Management (R0)

Copyright Information : Springer Nature Singapore Pte Ltd. 2022

Hardcover ISBN : 978-981-16-4670-6 Published: 06 January 2022

Softcover ISBN : 978-981-16-4673-7 Published: 07 January 2023

eBook ISBN : 978-981-16-4671-3 Published: 05 January 2022

Edition Number : 1

Number of Pages : XVIII, 505

Number of Illustrations : 1 b/w illustrations

Topics : Tourism Management , Marketing , Management , Operations Management , Artificial Intelligence

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Case Study: Travel and Tourism

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The Brand Challenge How do you convince consumers to spend significant money on something that exists only as an experience? This was the challenge of a tourist destination with a dusty reputation. The client needed to get consumers to rethink what they thought they knew about the destination and open their eyes to a whole new set of experiential possibilities. What better marketing to meet this challenge than an experiential marketing campaign?

The Campaign The campaign team brought the destination to the consumer. With a number of haulers, the team transplanted their large footprint to state fairs, local festivals, and other major events across the country to share the vacation experience firsthand. With interactive games, virtual reality rides, immersive multi-walled video displays, and multiple branded take-aways the agency set out to dismiss past stereotypes stop consumers in their tracks, and get them to reconsider their next vacation destination. And it worked. Really well. Consistently.

The Measurement Strategy Insights for this campaign couldn’t focus just on the immediate impact on consumer travel intention; we needed to have a plan that would clearly demonstrate if consumers actually visited. But how do you do this when a family may wait as long as 6 months before they actually book a trip? We asked them.

• Exit Surveys. As patrons exited the event, we surveyed them on their past experiences, past points of view, and a new view of the tourist destination.
• Post-Event Survey. Any patron to the event registered with the tour team and provided his email address. We used these email addresses to follow-up three weeks later to ask what they remember, what actions they’d taken, and what actions they planned to take.
• Follow-Up Survey. Using the same email addresses, we reached back out to patrons after six months and asked again what they remember, what they’ve done, and what they plan to do.

The results were consistently remarkable. (Hint: You can double your response rate with a survey to patrons after the event if you offer a $50 drawing. No more, no less. We tested a number of amounts and a $50 gift card was the optimal level for a gift card.)

The Results We delivered a report after each event to the agency. The agency forwarded these on to their client. The data from the exit survey showed that for most event locations, the impact was strong, with as much as 25% of event patrons experiencing a significant shift in their attitudes about the destination as a great vacation option. The post-event surveys showed that this positive shift continued with the majority (90%) of patrons three weeks and six months later. After three weeks, 10 to 15% of patrons reported they had planned a trip and 20 to 30% said they intended to take a trip. Six months after the experience 11% (consistently across events) reported that they had booked a trip to the destination for a vacation.

With an average spend of $1,100 or more per visit, it was easy to see the ROI. The typical event engaged 3,934 consumers over a week with the full immersive experience. With 11% visiting the destination at a value of $1,100 each (a client provided figure), each stop was generating upwards of $476,000 in incremental value. It was easy for everyone involved to see the value and importance of the program.

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The Destination Life Cycle Concept in Developing a Tourist Brand. Case of Mangystau of Kazakhstan

• Sholpan M. MARALBAYEVA Almaty Management University, Kazakhstan
• Nina V. NIKIFOROVA Almaty Management University, Kazakhstan
• Madina R. SMYKOVA Almaty Management Universit, Kazakhstan

The article aims to find the relation of positioning of a tourist destination to the life cycle of a territory (TALC). The research methodology is based on the marketing studies conducted as a survey of experts who works with tourists in Mangystau area of Kazakhstan. On the basis of the studies a model of the tourist brand’s positioning was developed in accordance with the territory’s stage of development, mainly for those visitors who seek for new places, since the area’s nature has almost “wild” and unexplored places and many historical and cultural objects which are located precisely in the unmanned and impassable steppe. The area’s brand structure was elaborated in accordance with the McKinsey model to build an appropriate positioning of the destination due to a stage of its life cycle. The finding of this study suggested that the strategy of the Mangystau tourist brand should be based on its identification, attributes and its life cycle’s stages and be aimed at positioning related to nature and cultural traditions that identified as the most valuable tourist attractions. The research applied the psychographic personality classification system to propose the type of tourists for whom that territory will be especially attractive.

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PUBLIC TOURISM MANAGEMENT. CASE STUDY OF THE GREEK TOURISM OFFICE IN MOSCOW

• Dimitrios Mylonopoulos Technological Education Institute of Piraeus/Greece
• Polyxeni Moira Technological Education Institute of Piraeus/Greece
• Eftychia Aivaliotou Ministry of Culture and Tourism / Greece

In the last decade, Russia has demonstrated a constant growth in its national income resulting in the increase of Russian citizens’ tourism fluxes to foreign countries. As Russian tourists are becoming desirable to the destination places due to their high consumer expenditure, Russia becomes a new source of tourists especially for the countries of the Mediterranean Sea. One of the Mediterranean destination countries of Russian tourists is Greece.

Greece’s objective is to attract as many Russian tourists as possible and for this reason is trying to develop GreekRussian relations. Particularly in the tourism sector, Greece is attempting to promote its tourism product in Russia and to convince Russian citizens of its quality and attractiveness. For the achievement of this objective a specific administrative unit, with exclusive competence in the tourism sector, has been founded in Moscow. This unit is being staffed by specialized executives and is supervised by the Greek National Tourism Organization that constitutes the executive tourism agent of the Greek Ministry of Tourism & Culture. This administrative unit is called Office of the GNTO-Greek National Tourism Organization- in Moscow.

This article aims to study the structure, organization and function of the Greek tourism office in Moscow, the registration, analysis and evaluation of its activities. Among its objectives is the submission of proposals that will set the appropriate tourism policy, the application of which, by the Office of GNTO in Moscow, will enhance Greece’s competitiveness among the Mediterranean countries and will result in the gain of a bigger share in the Russian tourism market.

Author Biographies

• Dimitrios Mylonopoulos, Technological Education Institute of Piraeus/Greece PhD, Associate Professor, Department of Tourism Industry Management
• Polyxeni Moira, Technological Education Institute of Piraeus/Greece PhD, Professor, Department of Tourism Industry Management
• Eftychia Aivaliotou, Ministry of Culture and Tourism / Greece Tourism Economy and Development Department
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W.H.O. Declares Global Emergency Over New Mpox Outbreak

The epidemic is concentrated in the Democratic Republic of Congo, but the virus has now appeared in a dozen other African countries.

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By Apoorva Mandavilli

The rapid spread of mpox, formerly called monkeypox, in African countries constitutes a global health emergency, the World Health Organization declared on Wednesday.

This is the second time in three years that the W.H.O. has designated an mpox epidemic as a global emergency. It previously did so in July 2022. That outbreak went on to affect nearly 100,000 people , primarily gay and bisexual men, in 116 countries, and killed about 200 people.

The threat this time is deadlier. Since the beginning of this year, the Democratic Republic of Congo alone has reported 15,600 mpox cases and 537 deaths. Those most at risk include women and children under 15.

“The detection and rapid spread of a new clade of mpox in eastern D.R.C., its detection in neighboring countries that had not previously reported mpox, and the potential for further spread within Africa and beyond is very worrying,” said Dr. Tedros Adhanom Ghebreyesus, the W.H.O.’s director general.

The outbreak has spread through 13 countries in Africa, including a few that had never reported mpox cases before. On Tuesday, the Africa Centers for Disease Control and Prevention declared a “public health emergency of continental security,” the first time the organization has taken that step since the African Union granted it the power to do so last year.

“It’s in the interests of the countries, of the continent and of the world to get our arms around this and stop transmission as soon as we can,” said Dr. Nicole Lurie, the executive director for preparedness and response at the Coalition for Epidemic Preparedness Innovations, a nonprofit that finances vaccine development.

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