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Why Finnair Markets the Destinations First

Finnair has built a strong brand by tapping in to its cultural and geographic uniqueness. By developing a customer-centric service model, with an emphasis on smart retailing, it has also strengthened its financial position. The airline’s collaboration with its home airport, Helsinki, has helped support development for both parties. Finnair and Helsinki are positioning themselves as the…

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How Lindblad Expeditions Reaches a Niche Audience

Lindblad Expeditions has been busy this past year, and not just with small-ship voyages to the Galapagos, Antarctica and other destinations. The expedition travel company completed a merger with Capitol Acquisition Corp. II in July, went public, and late last year announced plans to build two new ships and acquire a third. Lindblad, which owns six ships…

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Los Angeles Tourism CMO on Connecting With Millennials

The Discover Los Angeles tourism bureau’s new “Get Lost in L.A.” marketing campaign launched last month, specifically targeting the Millennial traveler. The bureau is going after younger travelers by promoting local neighborhood experiences beyond the iconic L.A. attractions, beginning with a new interactive YouTube video and a series of local travel itineraries customized by specific travel themes. The interactive Let’s Get Lost…

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G Adventures on Appealing to More Than Millennials

Being identified with one particular type of experience or traveler is a difficult challenge for some travel brands. For others, it’s an opportunity to defy expectations and surprise potential customers with a variety of different experiences. Canada-based tour operator G Adventures has found success with its small-group adventure tours and is known for its precocious founder Bruce Poon…

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Amtrak’s CMO on Selling Train Travel in Car Country

Amtrak launched its first major brand campaign in 15 years last fall with the introduction of its new “500 Destinations. Infinite Stories” campaign. By focusing on the variety of destinations Amtrak serves, the campaign has showcased how Amtrak ties together diverse U.S. destinations and operates as unique option for leisure travel in America and Canada. Amtrak chief…

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Shangri-La Hotels and the Future of Content Marketing in China

Steven Taylor, chief marketing officer of Shangri-La Hotels and Resorts, sees a convergence of customer experience and marketing and views the CMO role as a “guardian of the customer” that’s concerned with more than launching campaigns. He views guests themselves as a form of media, one they enjoy consuming for their selfies or other inspiring images,…

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How Hilton is Convincing Travelers to Book Direct

According to Hilton Worldwide, 57 billion Hilton HHonors Points went unused in 2015 because guests booked through a third party, equating to more than 1.6 million free nights lost. Geraldine Calpin, SVP and global head of marketing & digital at Hilton Worldwide, says the reason for that is because there’s such widespread belief among travel consumers that…

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Hyatt Hotels CMO on Engaging Consumers on Their Own Terms

Hyatt Hotels launched its new Unbound Collection by Hyatt soft brand to reach a new consumer segment that wants an independent hotel with the benefits and rewards of a global chain. Maryam Banikarim, Global CMO of Hyatt Hotels, says consumers across all travel sectors want that customizable journey where they can craft their own experience, while enjoying the security…

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Ryanair CMO on Becoming Friendly and Mastering Mobile

Few airlines have developed a brand definition as sharp-edged as Ryanair has over its 30 year history. The bad-boy of the European low-cost sector has become nicer,but it hasn’t lost its north. Ryanair’s CMO, Kenny Jacobs, explains the effectiveness of the airline’s ongoing five-year Always Getting Better campaign. He shares his thoughts on brand positioning,…

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