World Travel Market London: Creating Content Travellers Really Want

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My presentation at WTM 2013 for TBU London was about creating content that travellers really want, highlighting some of the pitfalls and risks. I talk about the importance of bearing in mind that most people only travel once a year for an annual 2 week holiday - and what that means when creating content

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  • 80% of travellers that read blogs travel less than 6 weeks a year. Almost 40% only travel 1 – 2 weeks a year (one major annual holiday probably)70% of bloggers travel over 6 weeks a year. Only 28% claim to travel under 6 weeks a year.
  • Getting the most out of travels content
  • Q: Which of these has a travel blog made you do? (Select any that apply)55% - helped to reinforceor confirm a decision I had made about a travel plan.47% - Inspired me to visit a specific destination, stay in a particular place, or travel with a specific company.35% - Made me change my mind or decision I had made about an existing travel plan.22% - None of these. I read them to entertain me or inform me.
  • 30+ years global marketing – VP Global MarketingTFT since 2005YouTube views =Podcast downloads =Blog growth =
  • World Travel Market London: Creating Content Travellers Really Want

    1. 1. Creating Content For Travellers • TipsForTravellers.com • @garybembridge
    2. 2. Create better content for travellers: Travel habits influences content needs Travellers Bloggers Under 6 weeks / year Over 6 weeks a year 80% 71% Risk Reduction? Inspiration? Source: Survey Monkey Study March 2013: Travel Content Usage Survey (276 Internet User Travellers. 176 Bloggers)
    3. 3. Giving travellers what they want Most helpful content? “Real life, first hand advice & tips” 70% “Personal anecdotes & stories of places, versus regular tips & advice” 64% Source: Survey Monkey Study March 2013: Travel Content Usage Survey (276 Internet User Travellers. 176 Bloggers)
    4. 4. Giving travellers what they want Top 3 most helpful content? 54% 52% 48% 13% 17% 36% Getting the most out of travels Source: Survey Monkey Study March 2013: Travel Content Usage Survey (276 Internet User Travellers. 176 Bloggers)
    5. 5. Top 5 content: Travellers vs. Bloggers Blog Readers 54 Bloggers 52 48 46 45 39 35 13 16 Money Save Tips Accom Tips 21 General Tips Destination Reviews & Tips Attraction Reviews
    6. 6. 88% say blogs influence travel 47 55 35 22 Entertain Only Risk Reduction? Changed Mind Drove Specific Choice Reinforced or Confirmed Source: Survey Monkey Study March 2013: Travel Content Usage Survey – Gary Bembridge / Travel Bloggers Unite. 276 respondents.
    7. 7. Most used & trusted travel content Source: Survey Monkey Study March 2013: Travel Content Usage Survey (276 Internet User Travellers. 176 Bloggers)
    8. 8. Create better content for travellers: Why travellers trust them more than others? Familiarity. Know them, comfortable using, proven reliable 48 Honest, not gloss over negatives 37 Not driven by commercial considerations 36 Well Informed 30
    9. 9. Creating content for travellers • Understand your audience needs • Give content they want – Advice & Tips (real life, first hand) – Help make most of limited travel by reducing risk – “Getting the most out of travels” content • Be like a trusted friend – Honest, unbiased and independent
    10. 10. Thanks • thinkdigital.travel/best-practice/creating-content-for-travellers • TipsForTravellers.com • @garybembridge

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