Lessons from alternative travel for major brands and companies.

1. The New Reality:
Alternative Travel

2. 2
| Why Skift?
Skift is the largest industry intelligence and
marketing platform in travel, which provides, news,
information, data and services to all sectors of the
world’s largest industry.
Skift has deep experience in identifying and
synthesizing existing and emerging trends through its
daily coverage of the global travel industry, its Skift
Trends Reports, and data insights derived from its
competitive intelligence service SkiftIQ.
Within a short two years of existence, Skift has
become the lingo of the travel industry and a daily
tool used by top strategists, technologists, and
marketers in travel.

3. “The sharing economy – once an indie endeavor
questioned by discerning adults – has gone mainstream
and made peer-to-peer transactions available at every step
of the travel experience.
Its growth is fueled by the marketplace model, which has
taken the best of online, mobile and social to create travel
products that allow people to find rides or alternative
accommodations with previously unheard of ease. ”
- “Alternative Travel Is Now a Reality Across the World,” Skift 2015 Trends Magazine

4. 4
| Traveler Expectations Are Changing as a Result
Transactions
are easier.
Discovery
is faster.
Feedback is
transparent.
Interactions
are more
authentic.

5. The sharing economy in shifting travelers’ expectations of
traditional travel companies. Clean sheets and safe flights
are now considered standard and consumers -- especially
millennials -- are seeking deeper connections to brands’
values and the lifestyles they represent.
Smart companies are responding by creating both
experiences and content that speaks to consumers’
values and desire for adventure and authenticity.
THIS SHOULD BE YOUR MINDSET:

6. 6
“
”
| Develop a Lifestyle Brand
You Are More Than an Art Gallery, Hotel or Neighborhood
The “how” of building a lifestyle brand has
never been easier. Social media, content
marketing, influencer campaigns, and
creative events are powerful tools.
Building a lifestyle brand will attract and
engage travelers within and far from a
destination.
__________
What lifestyle does your organization
support? One of exploration, learning,
appreciation of the arts or nature?
The ultimate purpose of
lifestyle brands is to tap
into our longing for
meaningful experiences.
A notion that transcends
culture, age, and gender.
- Daniel Baron, CEO of
LIFT Strategic Design

7. 7
Project #2
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| Conrad Hotels | Generator Hostels |
Generator Hostels
shares more photos
of young travelers
at parties and
exploring cities
than of beds or
properties.
Urban & Young
Cultured & Fun
=
4.5K on Instagram
10.6K on Twitter
101K on Facebook
Aimee Song of Song of
Style has 48.3K Twitter
followers & 1.9M
Instagram followers.
She introduced Conrad
Pezula to her fashion,
tech, design-driven
audience.
Jessica Stein of Tuula
Vintage has 29.9K
Twitter followers & 1.3M
Instagram followers.
She introduced Conrad
Seoul to her foodie,
fashion, wanderlusting
audience.
Aligns Luxury with Lifestyle Influencers Celebrates Lifestyle Over
Assets

8. 8
Locally
Inspired &
Source
Offering
| Le Meridien as a Neighborhood Entry Point
The hotel brand uses local cuisine as an introduction to the area’s larger attributes.
Coffee Shop
Experience
with Locals &
Visitors
“Our signature éclair
program is part of the
new Le Meridien
experience. It delivers on
our promise to unlock
destinations through
culinary creations.”
Creative content +
influencer
campaign spreads
Le Meridien’s
message.

9. 9
Ace Hotel
Shoreditch
X
tokyobike
Project #2
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| Ace Hotel as a Local Bike Host
Ride a bike. Be a local.
Travel
Like
a
Local
Visual Treat
In addition to travelers’ on-
the-ground experience,
bike photos create visual
content that reinforces the
brand’s integration into its
neighborhood and local
way of life.
Local
Partnerships
Partnering with local bike
shops gives guests the
opportunity to interact
with business owners and
enthusiasts.

10. 10
Miami’s “People
and Places”
campaign asks
locals for
neighborhood
insights.
Visit Philly created
logos for each its
neighborhoods in
its latest campaign
push.
| Destinations Celebrate Their Diverse Neighborhoods
Cities Are Embracing Every Inch & Culture Within Their Walls
> Digital guides that describe each
neighborhood and its main attractions.
> Interviews with local business owners
highlighting their story and craft.
> Highly-produced video that relays an
emotional experience distinct to each area.

11. 11
| Steps to Success
Create opportunities and content that enrich customers’ experience.
Create content
that positions
your brand as
the entry point
to a local,
authentic
experience.
Foster
relationships
that give your
customers
unparalleled
access.
Make discovery
and transactions
easy and
actionable.
What’s
your next
step?

12. THANK YOU!
Skift’s new content studio SkiftX helps brands such as Peak Adventure Travel, Student
Universe, American Express, Hilton, Amadeus and others create thought leadership in the
global travel industry through trends reports, social media audits, research, branded
content, and other content marketing initiatives.
New projects & concepts is what makes us happy.
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