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Creating Content For TravellersGary Bembridge
A bit about me
Give people what they want2 rules to successDo it better than alternatives#1#2
Looking at content…Source: Survey Monkey Study March 2013: Travel Content Usage Survey (276 Internet User Travellers. 176 ...
OnlineEverLast YearSource: Survey Monkey Study March 2013: Travel Content Usage Survey (276 Internet User Travellers. 176 ...
Giving travellers what they wantMost helpful content?“Real life, first handadvice & tips”70%“Personal anecdotes &stories o...
Giving travellers what they wantTop 3 most helpful content?54% 52% 48%13% 17% 36%Source: Survey Monkey Study March 2013: T...
Top 5 content: Travellers vs. BloggersMoney SaveTips Accom TipsGeneral TipsDestinationReviews & Tips AttractionReviews5452...
Giving travellers what they wantTop 3 dislikes?72% 60% 57%Source: Survey Monkey Study March 2013: Travel Content Usage Sur...
Create better content for travellers:Travel habits influences content needsRisk Reduction? Inspiration?Source: Survey Monk...
Unbiased & Honest 48%Main reason read blogs?Opinions of Others 58%Real Life Experiences 47%New Ideas/ Inspiration 34%Sourc...
88% say blogs influence travelEntertain OnlyChanged MindDrove Specific ChoiceReinforced or Confirmed22354755Source: Survey...
Most used & trusted travel contentSource: Survey Monkey Study March 2013: Travel Content Usage Survey (276 Internet User T...
Create better content for travellers:Why travellers trust them more than others?Well InformedNot driven by commercialconsi...
Creating content for travellers• Understand your audience needs• Give content they want– Advice & Tips (real life, first h...
Thanks• Twitter.com/garybembridge• Facebook.com/tipsfortravellers• Tipsfortravellers.com• Travelbloggerspodcast.com
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Creating Content For Travellers: TBU Rotterdam Keynote

Keynote talk at TBU (Travel Bloggers Unite) Conference in Rotterdam looking at what travellers are looking for in travel blogs - versus what travel bloggers think they want. Based on research I conducted for the TBU event exclusively

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Creating Content For Travellers: TBU Rotterdam Keynote

  1. 1. Creating Content For TravellersGary Bembridge
  2. 2. A bit about me
  3. 3. Give people what they want2 rules to successDo it better than alternatives#1#2
  4. 4. Looking at content…Source: Survey Monkey Study March 2013: Travel Content Usage Survey (276 Internet User Travellers. 176 Bloggers)Through eyes of travellers, not blogger eyes.Understanding & giving travellers content they want.Using data and insights
  5. 5. OnlineEverLast YearSource: Survey Monkey Study March 2013: Travel Content Usage Survey (276 Internet User Travellers. 176 Bloggers)OpportunityProblem
  6. 6. Giving travellers what they wantMost helpful content?“Real life, first handadvice & tips”70%“Personal anecdotes &stories of places, versusregular tips & advice”64%Source: Survey Monkey Study March 2013: Travel Content Usage Survey (276 Internet User Travellers. 176 Bloggers)
  7. 7. Giving travellers what they wantTop 3 most helpful content?54% 52% 48%13% 17% 36%Source: Survey Monkey Study March 2013: Travel Content Usage Survey (276 Internet User Travellers. 176 Bloggers)Getting the most out of travels
  8. 8. Top 5 content: Travellers vs. BloggersMoney SaveTips Accom TipsGeneral TipsDestinationReviews & Tips AttractionReviews545248463913 16354521Blog Readers Bloggers
  9. 9. Giving travellers what they wantTop 3 dislikes?72% 60% 57%Source: Survey Monkey Study March 2013: Travel Content Usage Survey (276 Internet User Travellers. 176 Bloggers)Deliver content in user friendly environment
  10. 10. Create better content for travellers:Travel habits influences content needsRisk Reduction? Inspiration?Source: Survey Monkey Study March 2013: Travel Content Usage Survey (276 Internet User Travellers. 176 Bloggers)BloggersOver 6 weeks a year71%TravellersUnder 6 weeks / year80%
  11. 11. Unbiased & Honest 48%Main reason read blogs?Opinions of Others 58%Real Life Experiences 47%New Ideas/ Inspiration 34%Source: Survey Monkey Study March 2013: Travel Content Usage Survey (276 Internet User Travellers. 176 Bloggers)RiskInspire
  12. 12. 88% say blogs influence travelEntertain OnlyChanged MindDrove Specific ChoiceReinforced or Confirmed22354755Source: Survey Monkey Study March 2013: Travel Content Usage Survey – Gary Bembridge / Travel Bloggers Unite. 276 respondents.
  13. 13. Most used & trusted travel contentSource: Survey Monkey Study March 2013: Travel Content Usage Survey (276 Internet User Travellers. 176 Bloggers)
  14. 14. Create better content for travellers:Why travellers trust them more than others?Well InformedNot driven by commercialconsiderationsHonest, not gloss overnegativesFamiliarity. Knowthem, comfortableusing, proven reliable30363748
  15. 15. 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• Right environment– No intrusive pop ups, good writing etc.• Attract the 60% never read• Keep 40% “ever read” using
  16. 16. Thanks• Twitter.com/garybembridge• Facebook.com/tipsfortravellers• Tipsfortravellers.com• Travelbloggerspodcast.com

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