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.
More from #DTTT
In March we present:Tourism Industry Weekly Impact Call – Week 2
The #DTTT were keen to welcome even more new faces and perspectives to our much anticipated second travel industry impact call. We hosted sixty-one industry participants, who joined us in sharing their views, situations, and experiences of how the ongoing COVID-19 crisis is impacting them. Every Tuesday at 14:00 GMT / 15:00 CET, we will hold […]#COVID-19 #collaboration #data #DMOs #industry #tourism
In March we present:Tourism Industry Weekly Impact Call – Week 1
At the #DTTT, we are bringing people together across the industry to help steer them through the crisis. In our podcast you will hear a range of industry perspectives, shared experiences and insights into the direct effects and impact of the crisis. Everyone has a different response and everyone is responding in different ways. The […]#COVID-19 #collaboration #data #DMOs #impact #industry
In March we present:International Women’s Day – Celebrating Women who are Transforming the Industry
Women we know and admire At the #DTTT, we love to celebrate women who have done amazing things in the industry. These are women that we know and respect. They have added immense value to the industry with their knowledge and contribution and we are especially excited to celebrate them on International Women’s Day. Dr […]#International Women's Day #Celebrate #Achievements #Game-Changers #Thought Leaders #industry
In March we present:#Coronavirus – How is the Industry reacting?
⚠️This will be updated daily at 2pm ⚠️ Update: 01/04/2020 “Stay Home, Stay Safe, Stay Curious” is the message to potential visitors from Abu Dhabi Tourism in their recent video. The Grand Canyon National Park in the U.S is still open, despite the threat to workers and park-goers safety. There have been calls to close all […]#Coronavirus #Perspective #Visit Anchorage #Kyoto Tourism #tourism-australia #DMOs #industry
In February we present:What is structured data and why is it important for DMOs?
#TechInsights | What is structured data and why is it important for DMOs? Structured data may be a term you are already familiar with, one of those terms you have heard but you’re not quite sure what it means or why you need it, or you have absolutely no idea and are yet to explore […]#structured data #rich snippet #SEO strategy #schema markup #voice search #content
In March we present:Delivering an Industry Development Programme
Delivering an Industry Development Programme Every DMO has a responsibility to their industry, to help them develop, connect the community and keep the destination competitive. Ultimately, this is the key to delivering the best possible visitor experience by being present at valuable touchpoints in the journey, and ensuring all digital activities are aligned to the […]#innovation plans #digital maturity assessment #business coaching #industry development #collaboration #DMOs