Content plays a vital role in any destination or tourism organisation’s strategy, given that it can be the decisive factor in a traveller’s buying decision. With the central role that recommendations and reviews now play in the travel purchase decision-making process, it is an increasingly vital tool for marketers within the industry. Relating to this, Tnooz presented some interesting statistics on the influence of content in travel.
What content influences travellers?
Over half of users surveyed claim that they are influenced by online searches, at 53%, whilst even more reported being influenced by others’ testimonials (63%). With regard to the specifics of planning a trip, most travellers turn to social media for inspiration, especially for their destination and hotel choice (76% and 68% respectively), while many also consider the sources in determining the tourist activities, attractions and restaurants to visit (64%, 60%, 52%).
During and after vacations, travellers’ most-shared form of content is photos, and given the other statistics highlighted, these images can certainly influence others. While half of travellers download travel apps as a reference point before their trips, particularly those focussing on guide information, weather and restaurants, about a third of travellers continue to search the web for research purposes during the holiday. The most popular travel app was identified as the content-rich Google Maps.
Encouraging Content Creation
With the importance of content, notably other travellers’ content, established, how can a destination or tourism organisation encourage the creation of such information to communicate their destinations? Research shows that over a quarter of users could be convinced by loyalty rewards, whilst a potentially more exciting method is gamification, which 10% of traveller’s claimed would motivate them to create content following a vacation. Additionally, simply making travellers aware of the importance of their reviews is a useful method to take, as one third stated that they’d create content if they thought that it would be of benefit to their family members and friends.
Many destinations worldwide are already using user-generated content on their websites, and for example integrate TripAdvisor reviews into them. However, others still need to catch up and make use of technologies to tap into the inspire stage of travel by influencing travellers indirectly.
Discussioncomments powered by Disqus
More from #DTTT
In June we present:Live: #DTTTCampus
#DTTTCampus is here again and we are live from the ground in Oslo, Norway. We are so excited to be welcoming a range of speakers from around the world, from DMOs to travel film directors and industry content powerhouses. We are all set up in the newly transformed Høymagasinet and ready to get started! Stay […]
In May we present:Meet…Heili Klandorf-Järvsoo from Estonia Tourist Board
Heili Klandorf-Järvsoo is the Head of Tourism Marketing at Visit Estonia, and she will be joining us at #DTTTCampus alongside a panel of other DMOs to share insights on the in’s and out’s of Visit Estonia’s ‘Storytellers Nest’.
In May we present:Meet…Kevin Wright from Travel Oregon
In a world of always-on content, information overload and the ever-changing digital consumer, how do you stand out from the competition and most importantly, reach your audience? Kevin Wright, Vice President of Global Marketing for Travel Oregon will be joining us at #DTTTCampus in June to talk about Reflecting on the Role of Content to […]
In May we present:Meet…Gloria Loree from Destination Canada
We caught up with Gloria from Destination Canada ahead of #DTTTCampus to get a sneak peek into what we can expect from her talk on Designing Signature Experiences to Build Brand and Narrative.#brand experiences #destination canada #brand narrative #brand stories
In May we present:Meet…Daniel Bury VR Filmmaker
Daniel Bury is one of the youngest & most up and coming creators in the world of VR film-making, travelling the world to create immersive experiences through unique 360 and VR storytelling.#VR experiences #virtual reality experiences #daniel bury #filmmaker #dtttcampus #virtual reality #Vr
In May we present:5 Reasons Why to Visit #DTTTCampus 2019
In short, #DTTTCampus is a full exploration into the destination experience, with valuable insights on navigating the digital landscape and the ever-changing consumer behaviour of travellers today.#dttt campus #keynote speakers #workshops #destination experience #oslo #destination marketing #Visit Oslo