Indian Traveller

Opinions: 

Travel Tech

Last week Google has published an update of it comprehensive Traveller study. A survey among 5,000 US consumers shed light on the role of travel in thelives of US consumers and the role of online channels in particular. The study confirms some of the major trends and also provides an interesting insights into the mindset of contemporary travellers, what inspires them, their travel research strategies and on trip behaviour. The full study is available for download at: //bit.ly/1gxOG5s

PRICE REALLY MATTERS

The study clearly confirmed that travellers seek above all value, as price has been identified as the most important for selecting a variety of travel components, including air travel, lodging, car rental and destinations. In order to identify the the best value available, conusmers invest increasingly time in researching on the web. This is an ongoing trend as 66% of leisure travellers and 60% of business travellers indicated that they plan to spend more time researching before booking to find better value offers.

At the same time, the results of the study suggest that loyalty programmes assume an important role in travellers’ decision making processes, as on average 3 in 4 travellers are more likely to book due to loyalty rewards. However, the previously outlined price sensitivity should be a warning to marketers that conduct loyalty programmes. It raises the question wether these incentives make consumers loyalty to a brand or just loyal to a discount.

TRAVELLERS' ONLINE SEARCH STRATEGIES

The study found that search engines and brand websites are the two most consulted online sources when researching and booking travel. Online travel agencies only come third, closely followed by online map services. Given the increase in mobile bookings and travellers’ usage of smartphones on the go, as discussed frequently on the Digital Tourism Think Tank portal, the importance of map services is likely to grow in the near future. Maps are an excellent way for delivering local and contextually relevant search results of travel products.

ONLINE VIDEOS ARE KEY THROUGHOUT THE TRAVEL FUNNEL

The study suggested that travellers make more often use of online travel videos. On a year on year basis the use of online travel videos of leisure travellers grew by 6%, the use by business travellers and affluent travellers by 5%. The most popular types of videos include, trip reviews from experts and commercially produced videos by travel suppliers. Most interestingly for marketers, the study confirmed  that videos play a key role through out the travel funnel. At each stage (form inspiration, choice, research,, etc) apart from the booking stage, more than 50% of travellers indicated they revert to videos as a source for facilitating their decision making.

More from #DTTT

  • 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
  • In January we present:
    How Destination Canada evolved from a Destination Brand to a Passion Brand

    For destination marketers today, the biggest challenge is to keep up with the speed of change and the ever-changing traveller. So how best to stand out from the competition? Is it through technology? Offers? Experiences? Brand?  Here is an extract of Destination Canada’s talk about brand transformation.  We have highlighted the key messages.  The full […]

    #brand journey #transformational travel #passion brand #Brand evolution #destination canada #strategy
  • In January we present:
    Always-on Marketing for the Chinese Traveller with Dubai Tourism

    Dubai is the 4th most visited city in the world, welcoming 10.85 million international guests in 2019. In 2014, Dubai Tourism identified China as a huge opportunity market and set about developing a strategy to reach this highly sought after audience. Over the years, Chinese travellers are fast becoming, if not already, the world’s most […]

    #Dubai Tourism #360 market strategy #digital journey #chinese market #partnerships #always on marketing
Show more
© 2017 Digital Tourism Think Tank

Digital Tourism Think Tank logo imge