TikTok, National Parks & The Rise Of Good News
A curated collection of can’t-miss news from this week, including digital trends and travel news. Sign up to get the TURNER Weekly Download in your inbox every Friday.
TikTok + DMOs
TikTok is the world’s fastest growing social media platform – and the coronavirus crisis has only seen it grow even faster. In March, there was an explosion in its user base, with downloads since then surging past 2 billion. Should destination marketing organizations start caring about TikTok? And more importantly, should they be spending their marketing dollars on the platform? The short answer is yes. The long answer is a little more complicated. But TURNER digital strategist Connor Howlett has broken it down for you.
According to Google Trends, searches for “good news” reached an all-time high in April 2020. It’s not hard to understand why. In the midst of a devastating pandemic, people have a hunger for news that inspires and uplifts. Fortunately, the media, influencers and brands have responded to this desire for positivity in a big way. But there’s more to it than just sharing the latest feel-good viral video. TURNER’s Deborah Park shares a few do and don’ts when it comes to keeping the good vibes flowing.
Travel News Now
After close to two months of quarantine, Americans are itching to travel again, according to a recent study. This is especially good travel news for the hotel industry. “Travelers hitting the road again will need a place to stay, and the hotel industry is looking forward to a significant post-coronavirus rebound,” writes Donald Wood in Travel Pulse. “The survey revealed that 41 percent of respondents would book a hotel within three months, while 62 percent would wait up to six months and 21 percent would wait a whole year.”
The New National Park Normal
As summer approaches, travelers have started to wonder about those popular natural attractions: national parks. This week, the National Park Service began testing public access at several parks, with limited services and offerings. “[I]t will be a different visitor experience, and it will be a different normal that we’re going to need to own and, frankly, mitigate,” acting park service Director David Vela said. “This gets to the value and importance of making sure that visitors know what to expect when they get to the park, making sure that visitors go to the park’s website [and] social media … as to what is accessible, how to plan your trip, and, most importantly, what are the expectations when you get there. It’s going to be a new dynamic.” Stay tuned for more summer travel news.