Calameo Mag #2 - May 2019

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#2 mag THE TRAVEL ISSUE How travel’s digital journey takes publications from browsing to boarding NEWS STATISTICS MAY 2019 & MORE 1

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TRAVEL IS IN THE AIR ON CALAMEO “The most beautiful thing in the world is, of course, the world itself.” WALLACE STEVENS Little by little, the days are getting longer here in Paris. Flowers are starting to bloom all over the city and winter coats are finally being packed away. Spring brings not just fair weather, but also the promise of new beginnings. New adventures. New corners of the world to explore. Lake Brienz, Switzerland That’s why we wanted to make this second issue of Photo by Andreas Gücklhorn Calaméo Mag all about travel. At Calaméo, we’re lucky to travel the world every day with our global community of publishers. We especially love travel publications about inspiring places and bring you a selection of recent favorites spotted on Calaméo in our Editors’ Picks. We also investigate the changing travel industry and how digital publishing tools fit in, starting with those springtime moments of wanderlust. You’ll find the whole story in this issue’s Highlights article. Plus, we have plenty of news from Calaméo, tips and more. Whether you dig deep into the stats or discover a future destination for your bucket list, we hope that you enjoy this special Travel issue of Calaméo Mag. We wish all of our readers a wonderful season and we can’t wait to see you this fall for our third issue! HAPPY READING! 3

TABLE OF CONTENTS Benjamin Combs Erwan Hesry 5 STATISTICS 6 Focus on Travel and Tourism NEWS Daniel Olah 8 HIGHLIGHTS Travel’s Digital Journey Supushpitha Atapattu 16 TIPS 18 EDITORS’ PICKS Quick tips, big impact Jetsetting reads 4

STATS FOCUS ON TRAVEL AND TOURISM Summer is just around the corner, vacation season is kicking into high gear and the digital transformation of travel is in full swing. How is travel changing in our connected world? We hunted through the stats to find the most important numbers for digital publishers. 65% 70% TRAVEL PLANS INFLUENCED BY US TRAVELERS “ALWAYS” CONTENT THAT BRANDS AND USING SMARTPHONES DURING DESTINATIONS PUBLISH THEIR TRIP cmo.com thinkwithgoogle.com y hn s atu yR 38 Dm itr WEBSITES BROWSED BY THE AVERAGE TRAVELER BEFORE BUYING econsultancy.com 4,000 AVERAGE SHARES FOR INTERACTIVE TRAVEL CONTENT phocuswire.com 5

NEWS Darren Teasdale THE VIEW FROM JAPAN Cherry blossoms mean spring in Niseko. Check out @powderlife_com Famous for its skiing, this Hokkaido town has for more Niseko #travelinspo plenty to discover any time of the year! from SummerLife 6

WELCOME NEW PUBLISHERS We’re delighted that Heja Sundsvall, Corsair and Club Croisière Marseille Provence have joined the Calaméo community. Bienvenue! Erwan Hesry Rakicevic Nenad NOW ACCEPTING 500 MB! FROM THE BLOG We’ve raised our file size limits! Save time and get more out of You can now upload larger files for publishing online with our quick publication on Calaméo: Up to 500 tips on how to optimize your Mb, zero stress. documents for digital. Learn more Learn more 7

HIGHLIGHTS TRAVEL’S DIGITAL JOURNEY Ian Dooley 8

You’re not imagining it: everyone seems to be on vacation. From calm, sunny beaches to action- packed city breaks, getting away is everywhere. Although declaring that Millennials value expe- riences over things is already a cliché, recent research suggests that a cultural shift really is happening. McKinsey found in 2017 that spend- ing on experiences has grown more than 4 times faster than spending on things. Among these experiences, young adults are increasingly making travel a priority. 55% of US Millennials said they planned to travel more over the next 12 months, while 65% said that they were already putting money aside for future travel. They’ll need to save for this major purchase. An international trip sets the average American traveler back $6080 and Millennials planned to spend just over $6800 on travel in 2018. An Expedia study examining these changes in the United States conclud- ed that people “are increasingly changing their spending behaviors, saving strategies and even lifestyles to facilitate travel.” It’s clear that travel is here to stay. 9

HIGHLIGHTS jeshoots.com THE NEW NORMAL Airbnb CEO Brian Chesky has embraced the magazine As travel has become a greater interest for many, format for travelers. “It isn’t ephemeral” like social media Negative Space the way we travel has changed. Travel agents, tick- content, he told the WSJ et booths and hotels compete with digital booking services, smartphone apps and Airbnb. Low-cost airlines have reduced leg room, baggage allowances and prices. Travelers looking for lunch are more like- ly to consult restaurant reviews posted online than to pull out a thick stack of trusted, dog-eared guide Reproduction books from their backpacks. Digital disruption has helped to reshape the role of travel media in consumers’ lives. The Internet provides countless sources of information beyond classic travel magazines and guide books, plus real-time access and instant sharing. But it has also made research more essential, curation more powerful and produced new opportunities for content to connect with consumers interested in travel. For all of these reasons, today’s best content strategies in travel find ways to bridge Oliur traditional publications and digital experiences. 10

TRAVEL VISION GETTING INSPIRED M.P.A. Mag collects The first interactions with travel media occur during beautiful photos the “inspiration phase,” when getting away is still just a from Instagram into a sleek publication to dream and people are open to new ideas about where to introduce readers to ultra-cool places go. Social media is a key resource in this period. Posts on Facebook, Instagram and Pinterest provide inspiration to 30% of all U.S. travelers. Younger users are even more likely to point to the influence of social media: Expedia found that 36% of “Gen Z” consumers have chosen a travel destination because of posts about it. Although social media has become a critical channel for the broader travel industry, publishers are finding sig- nificant value in longer-form content. As the launch of Airbnbmag in 2017 suggests, traditional travel maga- zines offer a different kind of experience to digitally savvy travelers. Deeply reported stories, lavish photography spreads and expert advice can make a bigger impact than scrolling social media feeds. With travelers going online for inspiration, it’s important Users all over the world to make this engaging content available without losing browse Ponant’s Discover magazine on Calaméo the qualities that make it special. Publishing travel maga- to learn more about the zines digitally is a smart solution. Digital publications places its ships visit—and get excited for their own benefit from online accessibility while preserving a for- next adventure mat perfect for maximum browsing. 11

HIGHLIGHTS READY TO READ RESEARCH ASSISTANT Digital editions also let publishers create compelling multimedia experiences to connect with readers. A 2016 Google study revealed how persuasive video content can be as travelers move from the inspira- tion phase to planning their trip. Offering useful in- formation about destinations is good business for travel brands: 67% of travelers are more likely to buy from a company that does, and online video helps 60% decide on where to go, what to do and which brands to choose. External links play a big role in helping travelers in the planning phase, too. Younger travelers now consult more than 10 different sources when researching a Dog-Friendly Dorset, a trip, compared to just 3 sources in 2002. On average, quarterly magazine for people they’ll click through 38 different websites before mak- planning to travel with their canine companions, lists area ing a travel-related purchase. That means even tradi- restaurants, accomodations and events that welcome dogs—and tional travel publications need to create digital links features plenty of adorable pups so readers can keep exploring. By curating reliable, relevant information into a single online resource, digital publications can serve as a hub for travelers to research their destination. A digital brochure like the Palm Springs Visitor Guide makes it easy to include fun videos with Camila Cordeiro must-have information 12

HTML5 mean travelers can browse online using their smartphones, or download the whole edition for easy access on the go. No trip would be complete without log- ging in to document the experience. Ac- cording to Econsultancy, 97% of Millen- nials have posted a personal travel photo or video on social media. Travel publishers can harness their desire to share by cre- ating a hashtag for users to add to their Jakob Owens posts. Calaméo publisher Lonely Planet’s #lonelyplanetfr boasts more than 50,000 photos tagged on Instagram, while REEF MOBILE EXPERIENCES Magazine’s #hamiltonisland has been used Once the trip is underway, digital travel 328,000 times. These images can then be media comes along for the ride. Thanks to used in digital publications and social me- improvements in Wi-fi coverage and the dia to help reach users who are in the inspi- falling cost of data plans, many people ration phase—driving traffic, growing audi- stay connected throughout the entire time ences and converting new travelers. that they travel. As Internet access on air- planes has become increasingly common, A photo by @clichesdailleurs posted to Instagram for example, companies like Air France with Lonely Planet’s hashtag and SmartLynx are taking advantage of digital publishing to bring readers to their Reproduction in-flight magazines online. Travelers also seek out practical informa- tion on the ground, since not every detail of the itinerary is worked out in the plan- ning phase. 3 out of 4 travelers aim to book some or all of their activities after ar- riving at their destination. That’s where city guides come in. Fast load times and mobile responsiveness for digital publications in 13

HIGHLIGHTS WELCOME ABOARD TOUR GUIDE All signs indicate that travel’s digital journey is only just beginning. As long as more and more people dream of exploring the world, new tools will help us get inspired, make plans and get out there. And although changes in the travel media industry may have moved pretty fast, big opportunities are continuing to develop. For publishers learning how to make the most out of both the digital space and traditional strengths, it’s time for takeoff. Visitors to London can be sure Elizabeth French that this official monthly guide to the city is accurate and up-to-date when deciding on the day’s program For more of the best travel publications on Calaméo, head to our Travel section 14

Victor Malecot INTERVIEW C - What are your main professional challenges for this year? MR - In 2019, my main goal will be to continue developing our sales operations and, at the same time, expanding our team to serve new users at the international level. We have already welcomed two new colleagues to work with Italian and Spanish-speaking publishers, and we’re not done growing yet! C - Finally, can you tell us which publi- cation on Calaméo is your favorite? MARIE RENAUD MR - All of the ones that I’ve helped our clients publish over the years, of Sales Manager at Calaméo course! But if I have to choose just one, I would say “Bordeaux Moments!” magazine, published by the Bordeaux C - In a few words, how would you de- Office of Tourism. scribe your role at Calaméo? MR - I manage our sales team here at Calaméo! My responsibilities include growing and retaining a portfolio of BtoB customers, in both the public and private sector. I also participate in the company’s strategic and commercial development. C - What is your favorite part about your job? MR - First of all, I’d have to say the work environment, our team culture. I love my job and especially managing a team, meeting sales challenges, taking part in strategy discussions and getting projects set up for the team to take on… It’s a bonus for me to work in digital, since I’m a part of the Internet genera- tion and grew up alongside this industry. New issues are published four I get to keep learning every day! times a year, in French and English 15

TIPS QUICK TIPS, BIG IMPACT Your publications will be ready for takeoff thanks to our traveler-friendly tips. HIT THE INBOX 1 Sharing publications with family and friends is easy with our “Share by email” button. Learn more NO WIFI, NO PROBLEM Enable direct downloads to let travelers take your publications anywhere. Learn more 16

INSPIRE WITH VIDEO Create seamless engagement by adding clips from YouTube to your publications. Learn more PDF PDF PDF WORRY-FREE UPDATES new.pdf newfinal.pdf newfinalfinal.pdf Upload the latest edition of an existing publication in a snap—and keep the original URL. PDF PDF PDF Learn more newfinalok.pdf almostfinal.pdf thefinal.pdf 17

EDITORS’ PICKS JETSETTING READS Whether you’re already packing your bags or just dreaming about new places to visit, there’s a whole world of destinations to discover on Calaméo. Here are our favorite travel publications this spring. L’OFFICIEL VOYAGE VISIT MESA RUSSIA 2019 Edition April 2019 The natural beauty and For photography lovers, quirky culture of Mesa, this glossy travel magazine Arizona are on full display is a feast for the eyes. The in this fun visitors’ guide. spring issue features dozens Come for the Grand Canyon, of stunning images, from stay for the goat yoga and dreamlike pastel cityscapes breakfast wine! Plus, “Locals and desert cities to deliciously Love” recommendations give vibrant tacos and icy seas. you the inside scoop on the Inspiration guaranteed! best of Mesa. Read now Read now WHERE PLACES MAGAZINE VANCOUVER April 2019 March/April 2019 You don’t need to take a Get to know one of Canada’s flight with Fastjet airlines hippest cities thanks to to enjoy their gorgeous Where Vancouver. You’ll in-flight magazine. With find a complete guide to Places, you can learn about this laid-back, West coast the rich history and cultures destination as you browse of southern Africa. Explore the best shopping, food and the archeology of ancient attractions. Don’t miss the list kingdoms, contemporary of the most Instagrammable cuisine, authors to watch spots for spring! and more! Read now Read now 18

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