Developing highly engaging content has become absolutely essential for travel brands. Why? Because online information and tools increasingly drive every major trip decision, from where travelers go, to how they book, and which businesses they visit while on the road. To better understand this shift, check out the new infographic, The 4 Keys to Creating Exceptional Travel Content in 2016, which was developed by MDG Advertising. It highlights key insights from a set of recent independent research reports. Some of the areas covered include: Digital content is where the journey begins, Travelers increasingly turn to online channels to find inspiration on where to go and to compare different destinations. 65% of leisure travelers begin researching online before deciding where to travel to 72% of travelers research destinations online 66% of travelers research their holiday primarily online. For marketers looking to influence consumers early in the travel planning process, creating compelling digital content—especially pieces that incorporate peer ratings/reviews—is crucial. Travelers considering trips want lots of content Today’s traveler is a voracious consumer of content, turning to many different sources when weighing trip options. Travelers visit 38 different websites, on average, in the 45 days before booking. Given that travelers now turn to so many different online sites to research, it’s essential for brands to provide a large volume of valuable information targeted at this middle-funnel stage. Travelers consume content all the way through booking. Few consumers simply decide on their itineraries and then book travel without further research. Rather, most continue to compare prices and offerings across verticals—including hotel, air, car, and experiences—all the way up to purchase (and beyond). 77% of consumers compare prices on meta-search sites like Kayak before booking 74% visit OTAs such as Expedia 74% look at deals-based websites like Travelzoo 62% read online travel guides and content sites 42% verify on review websites like TripAdvisor. The modern traveler is digitally savvy and hungry for online information. Brands can’t assume that their offerings will be chosen solely based on loyalty. To stay on top of the latest trends in travel marketing and advertising, contact MDG Advertising today at 561-338-7797 or visit mdgadvertising.com. http://www.mdgadvertising.com/blog/the-4-keys-to-creating-exceptional-travel-content-in-2016-infographic/

1. DIGITAL CONTENT IS WHERE THE JOURNEY BEGINS
Travelers increasingly turn
to online channels to find
inspiration on where to go
and to compare different
destinations.
of travelers research
destinations online
of travelers research
their holiday primarily online
Consumers trust the inspirational travel content they
find online, ranking it only behind real-life
acquaintances in terms of authority.
TRAVELERS’ MOST TRUSTED
SOURCES FOR TRAVEL IDEAS:
1. Friends and family
2. Word of mouth
Developing highly engaging content has become absolutely essential for travel brands. Why?
Because online information and tools increasingly drive every major trip decision, from where
travelers go to how they book, and which businesses they visit while on the road.
How important has digital content become for travel marketers? In this infographic,
we’ve highlighted findings from independent research reports to help show how it impacts each
major stage of the journey, from inspiration to purchase.
3. Digital channels
TRAVELERS CONSIDERING TRIPS WANT LOTS OF CONTENT
Today's traveler is a
voracious consumer of
content, turning to
many sources when
weighing trip options.
Given that travelers now turn to so many different online sites to research,
it’s essential for brands to provide a large volume of valuable information targeted
at this middle funnel stage.
TRAVELERS CONSUME CONTENT
ALL THE WAY THROUGH BOOKING
Few consumers simply decide on their
itineraries and then book travel without
further research. Rather, most continue to
compare prices and offerings across
verticals—including hotel, air, car, and
experiences—all the way up to purchase
(and beyond).
Only 7% of travelers go directly to
a hotel’s site and book without also
visiting other online properties
MOST CONSUMERS VISIT A MIX OF
ONLINE PROPERTIES BEFORE BOOKING TRAVEL:
compare prices
on metasearch sites like Kayak
visit OTAs such as Expedia
The modern traveler is digital savvy and hungry for online information.
Brands can’t assume that their offerings will be chosen solely based on loyalty.
To succeed in this highly competitive market, it’s necessary to stand out by
creating exceptional content that inspires and convinces.
SOURCES: ADVENTURETRAVELTRADE ASSOCIATION,
COMSCORE, EXPEDIA, EYE FORTRAVEL, DELOITTE, IPSOS MEDIACT,
GOOGLE, MMGY, NEWSCRED,WORDSTREAM.
WHY TRAVEL BRANDSWHY TRAVEL BRANDS
must createmust create
EXCEPTIONAL CONTENTEXCEPTIONAL CONTENT
T I C K E T
T I C K E T
Here are some of the key reasons
why exceptional travel content now matters more than ever:
START
72%72%
66%66%
of leisure travelers
begin researching online
before deciding where to travel
65%65%
For marketers looking to influence consumers early in the travel planning
process, creating compelling digital content is crucial—especially pieces that
incorporate peer ratings/reviews.
of consumers say
reviews, ratings, and
suggestions posted online
by other travelers are
highly influential on their
decisions.
59%59%
Consumers ramp up their visits
to different sites as they get
closer to making decisions, with a
big spike the week of booking.
Travelers visit 38 different
websites, on average, in the
45 days before booking.
5 Weeks Out 4 Weeks Out 3 Weeks Out 2 Weeks Out 1 Week Out Week of Booking
2.52.5 33 3.43.4 5.25.2 6.96.9
15.515.5
77%77%
74%74%
HOTELHOTELHOTEL
verify on review websites
like TripAdvisor
42%42%
read online travel guides
and content sites
62%62%
look at deals-based
websites like Travelzoo
74%74%
@MDGadvertisingby
Twitter: @MDGadvertising.com
mdgadvertising.com
AVERAGE TRAVEL SITE VISITS IN THE WEEKS BEFORE BOOKING:
Nº ofVISITS