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The journey beyond the trip: 5 stages of travel (updated 2014)

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Tips on connection planning based on the 5 stages of travel. With case studies.

Published in: Travel

The journey beyond the trip: 5 stages of travel (updated 2014)

  1. 1. The(journey( beyond(the(trip( EXPLORING(THE(5(STAGES(OF(TRAVEL( 24!September!2014!
  2. 2. What(we’ll(cover(today( ! The!5!stages!of!travel! ! Consumer!mindset!at!each!stage! ! Marke?ng!task!at!each!stage! ! Relevant!tac?cs/touchBpoints!at!each!stage! ! Marke?ng!trends!and!case!studies!for!each!stage!
  3. 3. Rising(use(of(internet(in(travel…(
  4. 4. But(offline(influence(remains(strong(
  5. 5. GOAL( Ignite!interest:!Move!from! thinking!to!ac?vely!considering! FOCUS( Emo?ve!storyBtelling!to!convey! des?na?on’s!main!benefit! DREAMING( Thinking(about( taking(( a(holiday;(( open(to(ideas;( weighing(up( opUons( Where!should!I!travel!to?! How!should!I!travel?! What!trip!is!right!for!me?!
  6. 6. What(content(works(in(emoUve(story(telling?((
  7. 7. CHANNELS( • Posi?ve!PR! • Product!placement/sponsorship! • Branded!content! • Social!media! • Mass!media!adver?sing! • Ambient!adver?sing! • eDMs! • Travel!agent/airline!adver?sing!
  8. 8. Source:!AC!Nielsen! What(media(are(Singaporeans(consuming?(
  9. 9. TREND:(Ambient(+(Digital(
  10. 10. TREND:(Newsjacking((
  11. 11. TREND:(CiUzen(advocacy(
  12. 12. TREND:(RealZUme(markeUng(
  13. 13. GOAL( Make!it!achievable!and!convey! value!visBàBvis!compe?tors! FOCUS( Emo?onal!&!Ra?onal:! Demonstrate!des?na?on’s!value!! PLANNING( Decision( made;(seek( recommendaZ Uons;(building( iUneraries( What!makes!this!trip!right!for!me?! Dura9on,!availability,!loca9ons,!unique!features?!!
  14. 14. CHANNELS( • Search! • Travel!websites! • NTO,!STO,!RTO!websites! • Airline,!hotel,!aggregator!websites! • Social!media! • Tac?cal!adver?sing! • Travel!agents/fairs! • Guidebook/brochures!
  15. 15. TREND:(CiUzen(advocacy(
  16. 16. CASE(STUDY:(( Great(Australian(Road(Trips(
  17. 17. IUneraries(and(map(integraUon:!
  18. 18. Brochure(request(service:!
  19. 19. GamificaUon(and(socializaUon(of(content:!
  20. 20. TREND:(RetargeUng( Poten?al! traveller! Cookies!!on!site! Leaves!site! Visits!NTO!site! Surfs!web!to! con?nue!planning! Sees!trade!! partners’!tac?cal!ads! Ads!capture!interest! and!lead!him!to! partners’!sites!! Makes!a!booking!on!a! partner!site!
  21. 21. GOAL( Make!it!easy!to!find!the!! best!offers!and!to!book! FOCUS( Ra?onal:!Promote!quality!trade! partners!offering!savings! BOOKING( Lock(in(flights( first;(book(stay( and(acUviUes( as(good(offers( and(deals(arise( Where/how!will!I!book!the!air!9ckets?! Where/how!will!I!book!where!I!stay?! Who!can!provide!the!experiences!I!want?!
  22. 22. CHANNELS( • Airlines,!hotels!(onB!and!offline)! • Aggregator!websites! • Trade!partners!(onB!and!offline)! • Travel!agents! • Travel!startBups!with!! “disrup?ve”!business!ideas! countries( 17%! 31%! 23%! 16%! 18%! 8%! countries( 28%! 17%! 18%! 17%! ProporUonal(use(of(booking(channels(to(Australia:( Singapore(compared(to(average(of(all(countries((2012)( Source:!TNS!Omni!
  23. 23. TREND:(CollaboraUve(economy(
  24. 24. More(on(collaboraUve(economy…(
  25. 25. TREND:(DIY(trip(customizaUon(
  26. 26. TREND:(Voluntourism(
  27. 27. GOAL( Increase!spend!in!market!and! inspire!return!or!next!visit! FOCUS( Ra?onal:!Provide!help!to!get! around!Emo?onal:!Maintain! posi?ve!“holiday”!feeling!!! EXPERIENCING( Enjoyment(is( key;(keep(it( free(and(easy;( social(updates( on(the(go( What!should!I!do!today?! Where!do!the!locals!hang!out?!! How!do!I!get!to!where!I!want!to!go?!
  28. 28. CHANNELS( • Airports! • Taxis! • Street!adver?sing! • Accommoda?on!providers! • Local!tour!operators! • Local!adrac?on!operators! • Other!local!experience!providers! • The!locals! • Mobile!devices!and!apps!
  29. 29. Source:!TripAdvisor,!TripBarometer,!January!2013!
  30. 30. Source:!Australia!IVS!2012! 53%! 19%! 17%! 16%! 16%! Singaporeans(share(while(on( their(trip(in(Australia(on:( TNS!Digital!Life!Singapore!2011!
  31. 31. CASE(STUDY:(Handy(in(SG(and(HK(
  32. 32. CASE(STUDY:(Tourism(Radio(in(SA(
  33. 33. GOAL( Aggregate!and!amplify!posi?ve! word!of!mouth!to!reach!Dreamers! FOCUS( Emo?onal:!Provide!addi?onal! opportuni?es!and!plaforms!for! storyBtelling!by!the!consumer! SHARING( Reliving( experience( with(friends;( providing( reviews(and( raUngs( I!want!to…! relive!my!experience!with!friends!and!family;! share!my!knowledge!with!poten9al!visitors;! compare!notes!with!others!who!have!visited.!
  34. 34. CHANNELS( • Social!networking!plaforms! • PhotoBsharing!plaforms! • VideoBsharing!plaforms! • Online!travel!communi?es/forums!
  35. 35. CASE(STUDY:(Puerto(Rico(Tourism(
  36. 36. DREAMING( Thinking(about( taking(( a(holiday;(( open(to(ideas;( weighing(up( opUons( CASE(STUDY:(Cape(Town(Tourism(
  37. 37. So,(what(are(your(( key(takeaways?(
  38. 38. Some(reminders…( ! Priori?ze!stage!of!travel!to!influence! ! Connec?on!planning,!not!media!planning!per!se! ! Invest!in!online/digital!channels…! ! But!don’t!forget!to!integrate!offline!channels! ! Be!inspired!and!have!fun!!
  39. 39. Thank(you!( TAN(WEE(HOON( weehoon.tan@ogilvy.com(

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