Opinions: 

Travel Tech

The next generation of travelers is a topic that always sparks interest in the travel an tourism community. Numerous  studies and reports have been conducted on the preferences, buying behaviour and information search patterns of the Millenials, Generation Y or the Digital Natives. Of particular interest to tourism marketers is the usage of social media channels of this demographic group. A recent study by iInvestmentbanking firm PiperJaffray provides an intersting insight. The report suggests that teenagers are turning away from Facebook and choose Twitter and Instagram as the primary social network instead (Tnooz, 2013).

next-generation-travelers

SHIFT AWAY FROM FACEBOOK 

Although teenagers most likely do not purchase travel at the moment themselves, it provides an interesting insights into the next generation of travellers. In general it takes 3 - 5 years for consumers to shift resources from one social network into another. People begin to invest time in building profiles and filing them progressively with content. At the same time they are reluctant to abandon content repositories that they have built up over years. This is a guarantee that Facebook will not fade into obscurity in the near future.

However, as Twitter and Instagram are becoming the drivers of teens’ social networking activities, it means that within 3-5 years – when they graduate and start purchasing travel – these online networks become the main channels for communication.

NEXTGEN WANT "SOMETHING DIFFERENT" 

Social networks like Instagram that centre on visual experiences will become increasingly important for raising consumers’ awareness and providing travel inspiration,. NextGen travelers seek unique experiences and information that deliver “something different”. Amadeus’ (2013) latest consumer study Trending with NextGen travellers confirms that authenticity, co-creation and unique inspiration are amongst the key trends for future tourists. Image based networks like Instagram that provide unique, visual insights into potential travel destinations and are created by consumers rather than marketers, will be a channel in the marketing funnel to be reckoned with, as they serve the above highlighted needs of young travellers best.

IMPLICATIONS FOR STRATEGIC MARKETING 

The highlighted studies show that social media is under constant development and firms need to closely monitor the situation to serve customer on the channels of their choice. For travel and tourism firms it is also important to not only tailor their marketing activities to specific channels (e.g. Facebook, Twitter, etc), but also to address the wider strategic implications of embracing social media for marketing. Only if organizational strategies are aligned with the requirements of social media in general (flexibility, agility, appropriate staff empowerment structures, staff incentives, etc) will companies be able to quickly adapt themselves to emerging channels and the most recent developments in the social sphere.

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