It is no big news that contemporary travelers make increasingly use of mobile devices to plan and book their trips. However there is a growing segment of travelers that uses multiple devices, and moreover switches in-between different devices within their planning, decision making and purchasing process. This segment has been known as the “Digital Elite” traveler. Entrance criteria for this high flying club is making use of at least 2 devices when planning and booking, and spending significantly more time in total on the devices than the average traveller. The Digital Elite traveler is on the rise, as the group has grown 60% last year alone. Therefore, digital marketing consultancy Monetate has studied this breed of travelers in detail (Monetate, 2013)
ONLINE IS NOT ENOUGH
The digital elite traveler owns at least two digital devices, and the number of people who own for instance a smartphone and a tablet has grown during the past two years from a mere 5% to 33%. In general 40% of consumers state that they plan their on one of these devices and it is no surprise that the using the internet for making travel arrangements has become mainstream (78% of global consumers use the internet). But offering an online presence is not enough for convincing the digital elite. Fuelled by their online experiences, this group has high expectations on the online experience: 84% state that a positive website experience is important or very important when booking. Thus they are picky: Monetate reports they 22 websites on average before choosing a destination. To win them over providing a website is not enough. Reaching for the digital traveler requires personalising the customer experience to be local, memorable and seamless across devices.
IT'S WORTH IT
Digital elite travelers are often bargain hunters, who download coupons for savings on airfare, hotel rooms, vacation packages or rental cars. In total 65% of people belonging to this segment actively seek voucher and discount coupons. At the same time they have no hesitation to use their mobile devices to convert booking and make payments. The number of travelers using a tablet to make a purchase has risen from 7% in 2001 to 43% in 2013, with an average value of $636 of bookings per traveler that uses a tablet. But most importantly the hyper-connected traveler spends 30% more than less connected travelers, and the gap is only expected to get wider
3 STEPS TO WIN THE DIGITAL ELITE
What do businesses need to offer to tap into this highly profitable market segment? Firstly the entire booking experience has to be straight forward across the different devices. Secondly, there needs to be a consistency across all channels. For instance visual ads need to be consistent with the feel and message of the landing page. And lastly the experience has to be relevant to the individual. Make use of data about previous behaviours and preferences, and use them to personalise the touchpoint experiences (e.g. seat preferences, favourite destinations, etc)
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