Nabo by Travel + Leisure

"Inspire and empower the world's most curious and passionate travelers to travel more—and travel better. We want to elevate their experience through content and tools to serve them across the entire journey from dreaming to planning to booking to traveling."

We took a look at what travel is up against: 

People are missing travel and for these reasons: 

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The economy:

People aren't spending their disposable income as much on travel with loss of jobs, and having to cut back on discretionary spending 

Travel Restrictions:

With borders being closed, especially when it comes to U.S. citizens wanting to travel abroad people's travel plans are being put on hold

COVID: 

For us travelers, this whole lockdown thing has affected so much of our lives and again people's travel plans and life have been put on hold

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Health and Restoration 

Unspoken competition among friends and family to see who had the best trip 

Getaway and escape from their normal lives 

The Luxury Travel Market:

More than 30% of adults say going on vacation is one of the top three things they’re looking forward to.

But more than 50% of travelers say that truly unique experiences through luxury travel are hard to come by

Current Readership

Print Readership:

Print Readers: 6.1M

Digital Readers: 10.2M

Social Media Followers: 12.1M

Circulation: 988K

Demographics: 

Average Age: 52

Average HHI: $116,046

Male: 42%

Female: 58%

Psychographics: 

Concerned with their own personal needs being attended to and use their financial abilities to customize their trip to have a unique experience. 

Luxury travel is being redefined through simplicity of form, streamlined, and immersive experiences

Expanding T+L Audience

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This new type of “experiential traveler” is in search of pursuit, altruistic, and lastly have a high level of appreciation when it comes to travel. They look online and social for not only inspiration but a place where they can make a genuine connection with the places and people around them. They also want to use travel as a means of social currency.  

Demographics: 

Average Age: 25 - 40

Average HHI: $90K

Male: 50%

Female: 50%

Pillars of Truth

Trust

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Immersion

Storytelling

Human Connection 

We don’t ask if we’re going. We only ask where and when

Strategy: 

Travel + Leisure can become your immersive roadmap to the world.  

Insight: 

Travelers crave a unique and sometimes elusive kind of adventure. Travel is a transformative experience that requires you to take risks, step outside your comfort zone, and adjust your perspective. The traveler hungers for the unknown and unseen; something that defies our natural self-preservation instincts.

Concept: 

Introducing Nabo, the app by travelers, for travelers. Nabo is not the first app to help you build a custom itinerary, search reviews of destinations, or map you to a location. But it is the first app to integrate all those features and more with an international community of travelers who crave unique, meaningful adventures. With Nabo, it’s never been easier to talk travel do’s and don’ts with folks who already did.

Executions and App Build Out

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A paid premium version of the app will offer a subscription to the print and digital version of Travel + Leisure for 1 year, access to exclusive car rental upgrades with Hertz, and access to Nabo travel lounges around the world. 

Nabo App

Nabo is not the first app to help you build a custom itinerary, search reviews of destinations, or map you to a location.

But it is the first app to integrate all those features and more with an international community of travelers who crave unique, meaningful adventures. With Nabo, it’s never been easier to talk travel do’s and don’ts with folks who already did.

Spreading the Word via Instagram

We will run ads on Instagram promoting the app and showing users how Nabo can elevate the travel experience 

Nabo Airport Lounges

Nabo Lounges are exclusive subscriber-only airport lounges found in airports around the world. This one is found in Atlanta, Georgia at Hartsfield-Jackson International Airport. Nabo subscribers can check in here, or speak with a representative to get access.

Inside, visitors find a wealth of seating and entertainment options, including back issues of Travel + Leisure, travel books, TVs playing everything from the Travel Channel to the Food Network to the big game, and board games for kids. 

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Each lounge has its own in-house restaurant and bar with rotating menus curated by local chefs to offer the cuisine of the locale. As you can see here, we have a food and cocktail menu inspired by the cuisine of the American Southeast. 

Hertz X Nabo Partnership

Subscribers can upgrade their Hertz rentals with a full GPS navigation package for free, allowing them to get the most out of Nabo and their ride. 

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Royal Caribbean X Nabo Partnership

Thanks to Nabo, Royal Caribbean guests will get the same royal treatment on land they get at sea. Guests are automatically entitled to a month of premium access to Nabo. Two weeks prior to departure, guests receive a welcome packet from Royal Caribbean and Nabo containing a QR-activated card featuring the city of embarkation. This QR code loads an itinerary for that city into Nabo.

 

Guests then receive cards for each port of call on their journey. Crew members will leave them on their beds during nightly turndown service.

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Team:

Matt Cavallo: Art Director

Shannon Gill: Copywriter

Shaw Schiappacasse: Copywriter