Travel Tech

Known to be an early adopter of digital technologies, the travel industry has paved the way for online distributions, and so it has contributed to a radical shift in consumers’ purchase behaviour. Following Google’s The 2012 Traveler Report more than 80% of travellers rely on the internet for their holiday planning and of those even two-thirds use the internet even before they have decided where they are going. Given the overriding importance of the internet for the travel industry, Maximyser has just recently published a white paper, outlining the key trends in customer behaviour and highlighting resulting opportunities for travel businesses (Maximyser 2013).

Not one size fits all

Amongst other the report emphasises the importance of aligning the content strategy to the shifting granularities in customer experiences. That is, customer attitudes are undergoing a shift away from being predominantly price driven, towards experience and sensation seeking. This change also manifests itself in the way how people search for travel products online. The advent of social media stimulates consumers to “dream” and get inspiration about travelling from their friends and colleagues, whenever holiday photos, videos and updates are shared via their networks. Hence, consumers are engaging increasingly with travel products and brands, without being in a stage of purchase decision making or active travel information seeking. In other words the customer experience is much more granular, and travel businesses need to account for this in their content offering.

Optimisation across all channels 

The contemporary traveller, whose characteristics include being sophisticated, well experienced and sensation seeking; can be engaged best when the content presented reflects

  • where the customer is in the travel process (dreaming, seeking inspiration, information seeking, decision making, etc);
  • whether the customer is a first-time or repeat visitor;
  • if the visitor is a business or leisure traveller, or both.

This customer journey needs to be adapted ideally across all channels to provide a seamless and highly relevant experience. Therefore companies need to test customers’ response to different types of content and different user paths. Adopting a culture of data-driven decision making, quantitative and qualitative analytics and the flexibility to test and prove the value of content is crucial to satisfy customers expectations and increase their lifetime value.

More from #DTTT

  • In February we present:
    [DTTTInsights] 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 February we present:
    Shaping Vienna – A New Visitor Economy Strategy for the Vienna Tourist Board

    Sustainable tourism growth is at the forefront of destination strategy today, proposing new visions and objectives for the future of the visitor economy. The Vienna Tourist Board presents its Visitor Economy Strategy 2025, Shaping Vienna, reflecting a new era of tourism that targets sustainable development with an emphasis on adding value for the city, its […]

    #Visitor Economy Strategy #sustainable tourism #add value #Vienna Tourist Board
  • In February we present:
    Travel Oregon – Rethinking Content Styles

    For Travel Oregon, content has taken several changes in direction over the years, with a timeline of multiple successful campaigns under its name. This is a great example of a DMO that has adapted its content style over time to align with the ever-changing travel landscape, highlighting the role of sustainability and its impact, and […]

    #rethinking content style #brand dna #sustainability #travel oregon #brand-values #differentiation
  • In January we present:
    #ClientStories Visit Brussels | Full Digital Transformation

    The Digital Tourism Think Tank conducted a full Digital Transformation assessment and organisational audit of Visit Brussels, looking at every single aspect of the organisation and its digital activities.  Using our carefully curated 12-step approach, we reviewed the organisation from a completely holistic perspective, analysing everything from the organisational structure to the visitor cycle and […]

    #digital content strategy #brand transformation #Visit Brussels #digital transformation #design-thinking #Knowledge Exchange
  • In January we present:
    Visit California – The Pivotal Brand Touchpoint

    Visit California is a DMO that is really leading the way when it comes to leveraging the destination brand story, and has long been a destination that we here at the #DTTT consider to be a best practice when it comes to delivering compelling content, all year round.   Visit California understands the importance of […]

    #brand desire #brand story #visit California #touchpoints #brand-identity #content strategy
  • In January we present:
    Digitising a Destination with Tourisme Bretagne

    Today, the travel industry finds itself in an unprecedented position. The competition has never been so high and with the issue of sustainability rife within the industry and world as a whole, DMOs are striving to implement initiatives that support sustainable growth for the destination, tourists and all stakeholders involved.  The Federation of Breton Tourist […]

    #Tourisme Bretagne #sustainable tourism #customer journey #DTTT-global #digital strategy #digitalisation
Show more
© 2017 Digital Tourism Think Tank

Digital Tourism Think Tank logo imge