how data fuels tourism · source: yougov profiles 2018. travellers want to share travel related...

Tini Sevak

Vice President, Audiences & Data

CNN International Commercial

Twitter: @tini_sevak

HOW DATA FUELS TOURISM

Corinna Keller

Vice President, Latin America Advertising Sales

CNN International Commercial

Twitter: @KellerCorinna

LIVE LIFE WITH NO EXCUSES,

TRAVEL WITH NO REGRET

1.4 billion international travellers

How can brands and places understand travellers

to offer them their next exciting experience?

Source: unwto.org

KEY FORCES IMPACTING

THE BEHAVIOUR OF TRAVELLERS

Availability of information Expanding Flight Routes Nomadic Sabbaticals Solo is the new Social

Travellers expect brands to understand them

to engage with them at the right time in the right place

Travellers want to live locally

57% like to try local culinary offerings and 136% more likely

to agree to ‘when I go on vacation I like to go off the beaten track’

Source: YouGov Profiles 2018

Travellers want to share

Travel related content generates +33% engagement

Source: FB Ads Manager

Travellers want to unplug

58% of our audiences are interested in

personal healthcare and eating healthily

Source: GWI Q1 2019 (39 Markets)

Travellers want to be eco-friendly

64% of our audiences would pay more

for sustainable/ eco-friendly products

Source: GWI Q1 2019

How can data create meaningful experiences with your audiences?

Caring about your audiences as people

66%regularly try foods

from other

countries

63%would rather

spend money on a

unique experience

than a brand

50%of business

travellers extend

their trips to

incorporate leisure

time

44%are more likely to

discover brands

through celebrity/

influencer

endorsement

75%are constantly

connected online

Sources: Global World Index Survey,Q3 2018. CNN Brand Perception Study, Jan 2019. Adobe Reports & Analytics

Our audience knows us for unbiased, objective and impartially told stories

Authenticity in our storytelling is key to delivering a successful campaign that engages our audience

3.3mtotal page views

224mtotal ad impressions

5.3mGBS video views

Tini Sevak

Vice President, Audiences & Data

CNN International Commercial

Twitter: @tini_sevak

Corinna Keller

Vice President, Latin America Advertising Sales

CNN International Commercial

Twitter: @KellerCorinna