How travel operators achieve digital leap? (part 2)

How travel operators achieve digital leap? (part 2)

How we discover, dream, and plan vacations has changed radically as print has given way to digital and desktop gave way to mobile. Lost in much of this are the gatekeepers — legacy print brands on newsstands and in bookstores — which were slow to adapt: How travel operators achieve digital leap? (part 1)

CONTENT MATTERS

Other travel magazines weren’t immune to the downturn. Vacations are one of the first things sacrificed by families during an economic downturn, and it follows that travel companies will be hesitant to purchase pricey print ads during these periods.

Travel + Leisure dropped from 1,481.11 ad pages in 2008 to 967.48 in 2011, according to The Association of Magazine Media. By 2013, both magazines would reorient their coverage towards luxury consumers in an effort to become a luxury lifestyle publication and attract higher spending advertisers. For these consumers, travel is a lifestyle instead of a yearly escape.

Travel Category Trend
Source: MPA

“I think what we’ve seen is that travel has just become more central to people’s lives,” said Travel + Leisure’s Lump. “I think that’s partially what has allowed us to grow, but I also think it’s allowed us to have more varying touch points with the consumer and lifestyle. I think it’s not so much that we’ve moved just moved away from core travel it’s that all the elements that people play, that have never touched travel before, have become closer to travel than they used to be.”

Part of this shift has involved more general interest clickbait stories on the Web, in a stark contrast to the long features and deeply researched packages print travel media is known for. The readership of magazines at large has shifted to older and more affluent readers. Research from the American Magazine Association shows that devoted magazine readers are more likely to go on vacations than those who prefer other types of media.

The use of mobile devices to view travel content is also on the rise, perhaps at the expense of print and digital magazine content.

There is the pain point of figuring out an internal work flow that functions across platforms. Journalists, writers, and content creators often have specialized skillsets, so asking one to write a story, create a listicle, take photos, and film compelling videos about a trip is a major challenge.

“We just started working more efficiently that way and it really, it’s painful to integrate digital and print,” said Guzmán. “The plays are different, the workloads are different, the story ideation is different. In doing this, there’s this huge cultural shift that is exciting and difficult.”

Magazine Media 360 - 2015 Travel Category Trend

NOT JUST MAGAZINES

Newspapers, as well, began to shutter their travel sections in order to save money.

In 2012, USA Today eliminated its print travel section, moving travel coverage to its Life section instead, mimicking the pivot of travel magazines to more of a lifestyle positioning. Dozens of other newspapers, ranging from The Los Angeles Times to The Washington Post stopped publishing print travel sections as well.

USA Today also tried to pivot by acquiring content and online travel booking companies, like the struggling Tripology in 2013 which it used to sell qualified leads to travel agents.

Newspapers adopted the wrong strategy at the time; instead of doubling down on quality content that would remain useful to readers in years to come, they either decreased quality in a move toward online clickbait or shut down their travel sections completely.

“Newspapers took the single most misguided step I can imagine; if you picture an entire newspaper’s content, there is no content that is more reusable in the future than the travel section,” said Spud Hilton, longtime editor of the San Francisco Chronicle’s travel section. “Let’s say I’ve had a newspaper that’s had a travel section for 30 years, and then I decide I’m going to throw all that away because it’s too expensive to run a travel section. If I just take the last five years of those and get somebody to update them or hire an intern, I have 250 weekend escapes that are professionally written and have professional photography. That can become an app, website, book, or any number of things that can be used again. Those newspapers were out and out stupid to bury that archive never to be seen again.”

The San Francisco Chronicle was perhaps uniquely well-suited to adapt to changes in digital media; it operates one traditional newspaper site and SFGate.com, which is a scale play that often attracts readers with lighter news.

“I could have written the greatest travel story ever known, and it would not have gotten on the cover of the traffic oriented site because a Swedish bikini team saved a kitten from a tree; which is going to be more popular?” said Hilton. “The Chronicle is a good example of what has happened and what sort of needs to happen which is separating out what is popular from what is good. The difference between what’s popular and what’s good, based on news judgement, should make the difference in the long run. Travel, honestly, has always been some of the weakest journalism there is, and unfortunately that’s because we assume people only want to be fed the cotton candy. It’s our job to give them something good, but also figure out how to draw them in in a way they want to read.”

Guidebooks, as well, were hit extremely hard by the economic downturn, with print sales falling by 50 percent overall. This slump touched off a wave of consolidation in the industry. Google acquired Zagat for $151 million, and proceeded to integrate Zagat restaurant information into its Maps listings after rebranding the company as Zagat Travel. Google also bought Frommers for $23 million, eventually selling the company back to Arthur Frommer without its social media accounts.

Lonely Planet was acquired by BBC Worldwide for $210 million total in 2011 in a series of transactions beginning in 2007. In 2013, BBC sold off Lonely Planet to a U.S. billionaire for just $75 million.

Today, Lonely Planet has emerged from the fray as the most successful guidebook brand in the world, while also expanding into the digital space with apps and video content. By investing heavily in its digital presence while growing its library of guidebooks and other print titles, Lonely Planet has been able to grow while other guidebook companies haven’t.

“We’ve aggressively rebuilt our mobile web and main web platform, that’s obviously been ongoing for a few years,” said Lonely Planet CEO Daniel Houghton. “We’re also excited about what’s happened with the guide mobile app, we’ve aggressively expanded the cities from 30 to north of 100 and we’ll continue to grow. We’ve got a big year planned. We’re still expanding our content coverage with more books and types of content, more coffee table trade and reference titles, titles far beyond just guidebook content.”

Lonely Planet’s quarterly U.S. magazine is based off of Arthur Frommer’s Budget Travel Magazine, whose assets were acquired by the company in 2014 for $2.4 million, and the company operates 11 other magazines around the world. This multi-platform approach seems to have benefits in consumer travel media, especially since it appeals to travelers across many different levels of the travel marketing funnel.

“We have a core audience that is a fan of our blue spine guidebooks, and we release different collections like our best of series,” said Houghton. “It’s more about having a different product based on the kind of travel you want to do. Lonely Planet means a lot of things to a lot of different people; some people may have never bought one our books but watched the tv show, some people may have just subscribe to the magazine and don’t have an awareness of the other platforms. The most important piece has been authenticity. It’s great content that helps you discover incredible places, we’re very proud of that but also excited to create content to inspire people when they’re not on the road. We all don’t get to travel all the time.”

Long-term Trends - World Travel Guide Sales 2010 - 2016
Long-term Trends – World Travel Guide Sales 2010 – 2016

Newer travel magazines seemed to fare better during the downturn. Afar, which launched in 2009, has grown its circulation and digital usership over the same period that legacy magazines struggled.

Long-term Trends - World Travel Guide Sales 2010 - 2016 (5 countries)
Long-term Trends – World Travel Guide Sales 2010 – 2016 (5 countries)

“We started with the print magazine in 2009, we really felt like it was a really strong kind of way to plant a flag in the sand and determine what our point of view and perspective on travel is going to be,” said Julia Cosgrove, editor in chief of Afar Media. “We were pretty early to the experiential travel movement and we held true to that mission and to that focus ever since then. I really see print as the place where you give people this great travel inspiration where you tell them … you give them great storytelling, you give them provocative photography, you give them whole design, and it’s this nice lean-back experience in magazine form. When digital comes in, it’s really all about service and providing resources to travelers to help them travel better.”

Afar magazine rate 2010 - 2017

Afar grown its traction among U.S. consumer travel magazines. Yet due to the move away from print advertising by travel brands, a more robust digital presence gives magazines like Afar the ability to appeal to advertisers with cheaper and more diverse advertising packages.

Afar magazine rate growth 2010 - 2016

Dozens of other niche travel magazines with sleek design and longform reporting, like Cereal, Suitcase, Boat, and others, have filled the gap as bigger travel media brands have largely worked to grow their digital scale. Yet these publications don’t really have an established business model behind them, despite their slick production and contemporary aesthetics.

Most print publications also have branded trips available for purchase online, with ads appearing in their print editions as well, representing another revenue stream in an industry searching for the way forward.

At its core, the struggle of travel media companies to adapt to the digital is tied to the habits and desires of consumers themselves. Not many readers will take the time to sit and read a lengthy story on a destination anymore, opting instead for a quirky but flimsy story that entertains them or a bevy of user generated reviews.

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