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Amazon’s Alexa promoting travel destination Germany

The German National Tourist Board (GNTB) has started promoting the travel destination Germany in the UK and USA via the digital voice assistant Alexa. The GNTB travel application – available regionally at market-specific Amazon stores – is installed on Alexa as "Germany Travel Tips". For each of Germany’s sixteen federal states, Alexa provides three tips (48 in all) for the following four categories: Nature, Cultural Experiences, Active Holidays and Recreation.

The target audience for the GNTB’s new application are Millennials and Digital Natives between 25 and 35 years – a travel-oriented target group with growth potential that is already familiar with and trusts dialogue systems and the diverse uses of digital applications. The Alexa Germany ‘Skill’ campaign will initially be communicated to the target audience via online media.

Alexa ‘Skill’ is designed in such a way that Alexa begins asking the user for their travel preferences. The responses lead intuitively from one level to the next until Alexa announces different travel recommendations and tips for a holiday in Germany, each preceded by an audio file.

Ms. Petra Hedorfer, Chief Executive Officer of the GNTB explained: "Experts from US market-research company Comscore predict that as early as 2020, 50 % of searches will be via language assistance tools. With the Alexa project, we are implementing digital marketing tools as a future, innovative, information and booking channel within destination management".

According to a study by Globalwebindex, 17 % of the global online community already uses a digital voice assistant, with 34 % wishing to purchase such a device. This means that in the near future, more than half of the consumers can be reached through voice-controlled application tools. This is even more significant for the younger 16-35 year-old target group, which accounts for two-thirds of speech-driven applications.

Further information:


Christina Gehlen
Phone: +49 221 912772-19
Fax: +49 221 912772-27

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