Expedia Media Solutions had the honor of serving as the official Education Partner at the U.S. Travel Association’s Educational Seminar for Tourism Organizations (ESTO) conference in beautiful Portland, Oregon, August 22 – 25. ESTO is the premier learning and knowledge-sharing forum for destination marketing professionals.
I had the exciting opportunity to host the Learning Lab where the main event was a presentation by our Director of Product, Wendy Olson Killion on the Travel Decisions in a Multiscreen World study. The study examined content consumption and booking behavior across devices in the U.S. and U.K.
We then hosted an in-depth examination of DMOs and their marketing efforts — their challenges, strategies, execution tactics and successes. This session featured a panel discussion and Q&A with representatives from leading destination marketers — including the Japanese National Tourism Organization, the Bermuda Tourism Authority, and the New Orleans Convention and Visitors Bureau. The Expedia Learning Lab finished strong with a presentation on The Evolution of Social Media: From Glossary Gimmicks to the Killer Content.
Everybody from Expedia had a tremendous time in always-gorgeous Portland, and we were thrilled to be able to connect with so many colleagues from our industry.
If you couldn’t be there, I would like to invite you to download the full keynote presentation, {{cta(‘fae44abd-c0d1-4947-a22a-cbefc631b529’)}} Below are a few key insights from the study for your quick reference.
Mobile ownership is higher in the UK than in the US.
Browser experience is critical to engage consumers, noting that of all the travel ads served each month on PC in the US, half a billion are served in browsers which are less than 75% of full screen.
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