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Optimizingglobalcontent
forjourneyplanners
Tenwaystodelight
thedigitaltraveler
Ten ways to win the
global click
1.	Optimizing the hunt
for infomation
2.	Delighting international
shoppers, before they b...
Ten ways to win the
global click
1.	Optimizing the hunt
for infomation
2.	Delighting international
shoppers, before they b...
25%
of Czechs and Austrians
primarily travel to practice
sports
Ten ways to win the
global click
1.	Optimizing the hunt
fo...
Ten ways to win the
global click
1.	Optimizing the hunt
for infomation
2.	Delighting international
shoppers, before they b...
48%
of Instagram users use the
app to help them choose
travel destinations
Ten ways to win the
global click
1.	Optimizing ...
Ten ways to win the
global click
1.	Optimizing the hunt
for infomation
2.	Delighting international
shoppers, before they b...
65%
when deciding
on a destination.
54%
when deciding on
accommodation.
66%
of travelers watch travel
videos when thinking...
Ten ways to win the
global click
1.	Optimizing the hunt
for infomation
2.	Delighting international
shoppers, before they b...
92%
of consumers trust
word-of-mouth over any
other form of advertising
Ten ways to win the
global click
1.	Optimizing the...
Ten ways to win the
global click
1.	Optimizing the hunt
for infomation
2.	Delighting international
shoppers, before they b...
60%
of online transactions in
the Netherlands rely on
iDEAL, a payment method
local to the Dutch market
Ten ways to win th...
58%
of buying happens
during a trip
Ten ways to win the
global click
1.	Optimizing the hunt
for infomation
2.	Delighting i...
Ten ways to win the
global click
1.	Optimizing the hunt
for infomation
2.	Delighting international
shoppers, before they b...
3 out of 4
consumers with some English language
proficiency are “more likely to purchase
the same brand again if the after...
Ten ways to win the
global click
1.	Optimizing the hunt
for infomation
2.	Delighting international
shoppers, before they b...
We’reMoravia.Wecreateglobalcontentthatperforms.
We support many of the world’s most successful Travel and
Hospitality prov...
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Moravia: Ten ways to delight the digital traveler

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Whether traveling for business or pleasure, shoppers must feel confident in the plans they book from afar: they won’t buy what they can’t fully envision, let alone find online. So, as a Travel and Hospitality provider in a crowded market, how can you optimize the purchase journey for savvy online travel planners who bring diverse cultural expectations to the experience?

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Moravia: Ten ways to delight the digital traveler

  1. 1. Optimizingglobalcontent forjourneyplanners Tenwaystodelight thedigitaltraveler
  2. 2. Ten ways to win the global click 1. Optimizing the hunt for infomation 2. Delighting international shoppers, before they buy 3. Making the best possible sale in each market 4. Winning global customers for life Differentculturesshapeconsumer expectationsandpreferences fortheonlinepurchasejourney indifferentways.Buthere’sone universaltruth:ifsavvyshoppers can’tfindit,understandit,orrelate toit,theywon’tbuyfromyoursite. Whethertravelingforbusinessorpleasure, shoppersmustfeelconfidentintheplans theybookfromafar:theywon’tbuywhat theycan’tfullyenvision,letalonefind online.So,asaTravelandHospitality providerinacrowdedmarket,howcanyou optimizethepurchasejourneyforsavvy onlinetravelplannerswhobringdiverse culturalexpectationstotheexperience?? —— Makeyourwebsiteanddealseasy tofindandprovidealltheinformation customersneedtobookplans —— Createanintuitiveandengaging researchandbookingexperience —— Deliverservicethattellsyourcustomers they’reingoodhands–andturnsthem intobrandadvocates Hereare10waystooptimizeyour digitaltravelers’purchasejourney andwintheglobalclick.
  3. 3. Ten ways to win the global click 1. Optimizing the hunt for infomation 2. Delighting international shoppers, before they buy 3. Making the best possible sale in each market 4. Winning global customers for life One Streamliningthehunt forinformation 1.1 Understandhowother culturesliketotravel 1.2 Buildyourbrandvoice 1.3 Designmarket-specific strategiesforcontent andMSEO
  4. 4. 25% of Czechs and Austrians primarily travel to practice sports Ten ways to win the global click 1. Optimizing the hunt for infomation 2. Delighting international shoppers, before they buy 3. Making the best possible sale in each market 4. Winning global customers for life Understandhowother culturesliketotravel Workwithdigitalmarketingproswhoareimmersed in your target culture. They can advise on your content strategy, and optimize campaigns to suit each market’s holiday calendars and preferences such as eating habits, dinner times, or preferred leisure activities. 1.1 Most Europeans go on holiday to enjoy the beach. More than 50% of Macedonians travel to enjoy a spa or health treatment – which is quite uncommon in the rest of Europe. Source: Preferences of Europeans towards tourism, Flash Eurobarometer 392
  5. 5. Ten ways to win the global click 1. Optimizing the hunt for infomation 2. Delighting international shoppers, before they buy 3. Making the best possible sale in each market 4. Winning global customers for life Buildyourbrandvoice Your brand is your most precious asset. Direct translation often loses the emotional pull of highly branded content. Work with professional transcreators to re-create the look, feel, and messaging of your creative campaigns for your new markets. User-generated content plays a huge role for the digital traveler. But so does professional, branded content: comScore found that brand engagement rises by 28% when users are exposedtobothtypesofcontent. Source: Engage Sciences, 70 1.2
  6. 6. 48% of Instagram users use the app to help them choose travel destinations Ten ways to win the global click 1. Optimizing the hunt for infomation 2. Delighting international shoppers, before they buy 3. Making the best possible sale in each market 4. Winning global customers for life Designmarket-specificstrategies forcontentandMSEO Eachmarkethasitsownpreferredsearchtermsand engines,sosimplytranslatingkeywordsisn’tenough. InvestinamultilingualSEO(MSEO)strategysoyou popupwheretravelersarelooking.Then,makesure keycontent,likehotelandrestaurantdescriptions,is tailoredtothemarketandwrittenbyin-countryauthors. 1.3
  7. 7. Ten ways to win the global click 1. Optimizing the hunt for infomation 2. Delighting international shoppers, before they buy 3. Making the best possible sale in each market 4. Winning global customers for life Two Delightingtravelers beforetheybook 2.1 Tapintotheselling powerofmultimedia 2.2 AdaptyourUXto themarket 2.3 Nothingsellslike agreatreview
  8. 8. 65% when deciding on a destination. 54% when deciding on accommodation. 66% of travelers watch travel videos when thinking about taking a trip. Ten ways to win the global click 1. Optimizing the hunt for infomation 2. Delighting international shoppers, before they buy 3. Making the best possible sale in each market 4. Winning global customers for life Tapintotheselling powerofmultimedia Videos,virtualtoursandothermediaassetsmay becostlytoproduce,butthey’rewellworthit. Onlinetravelvideosareinfluentialateverystepof theresearchjourney(source,p.52).Butpowerful mediaassetsdon’thavetobreakthebank:plan aheadtorecycleproductionswithmarket-specific subtitles,graphics,andvoiceovers. 2.1
  9. 9. Ten ways to win the global click 1. Optimizing the hunt for infomation 2. Delighting international shoppers, before they buy 3. Making the best possible sale in each market 4. Winning global customers for life AdaptyourUX tothemarket Travelbrowsersarequicktoclickawayiftheycan’t easilynavigatetothecontenttheyneed.What’s intuitiveinonemarketmaybedownrightconfusing inanother.WorkwithlocalUXexpertstocreate afrustration-freenavigationexperienceforyour targetculture–thentestitwithavengeanceon eachdeviceineverytargetlanguage. A poor mobile experience forces travelers to move elsewhere: Google has found that 20% switch to a competitor’s site, 13% complain on social media, 13% stop using the brand altogether (!), and 19% tell their friends and family about it. Source: The 2014 Traveler’s Road to Decision 2.2 A poor mobile experience forces travelers to move elsewhere: Google has found that 20% switch to a competitor’s site.
  10. 10. 92% of consumers trust word-of-mouth over any other form of advertising Ten ways to win the global click 1. Optimizing the hunt for infomation 2. Delighting international shoppers, before they buy 3. Making the best possible sale in each market 4. Winning global customers for life Travelers are hugely influenced by reviews when researching online, so travel brands are increasingly integrating consumer content into their websites. But user-generated content may include spam, profanity, or other turn-offs that are hard to identify in other languages. Support meaningful reviews, moderate the community, and share user feedback with local teams. Translating reviews from the original language to that of the reader can also amplify the impact of such reviews. 49% of travelers will not book a hotel that doesn’t have a review. Source: Moravia Nothingsellslike agreatreview 2.3
  11. 11. Ten ways to win the global click 1. Optimizing the hunt for infomation 2. Delighting international shoppers, before they buy 3. Making the best possible sale in each market 4. Winning global customers for life Three Makingthebestpossible saleineachmarket 3.1 Makeiteasy– andsafe–tobook 3.2 Maximizeyoursale withcontextually relevantoffers
  12. 12. 60% of online transactions in the Netherlands rely on iDEAL, a payment method local to the Dutch market Ten ways to win the global click 1. Optimizing the hunt for infomation 2. Delighting international shoppers, before they buy 3. Making the best possible sale in each market 4. Winning global customers for life For many people, a holiday is the year’s biggest purchase, so they’re cautious with their travel funds. Not all markets are comfortable with credit cards or online transactions: you may need to support other payment options. And don’t forget to tailor the purchase experience to local currencies and market regulations. Makeiteasy– andsafe–tobook 3.1 Source: The Global E-Commerce Payments Guide, p. 10
  13. 13. 58% of buying happens during a trip Ten ways to win the global click 1. Optimizing the hunt for infomation 2. Delighting international shoppers, before they buy 3. Making the best possible sale in each market 4. Winning global customers for life People spend even more money during their trip than in the booking phase. Leverage this opportunity to cross- sell and upsell by building campaigns around day trips, spa days, current events, sports, and other local activities. Then, feed your personalization engines with carefully- crafted offers that your target market’s travelers can’t refuse. Maximizeyoursalewith contextuallyrelevantoffers Source: Moravia 3.2
  14. 14. Ten ways to win the global click 1. Optimizing the hunt for infomation 2. Delighting international shoppers, before they buy 3. Making the best possible sale in each market 4. Winning global customers for life Four Winningtravelerloyalty 4.1 Savingtheday –andthetrip 4.2 Fixsocialnegativity beforeitescalates
  15. 15. 3 out of 4 consumers with some English language proficiency are “more likely to purchase the same brand again if the after-sales care is in my own language.” Ten ways to win the global click 1. Optimizing the hunt for infomation 2. Delighting international shoppers, before they buy 3. Making the best possible sale in each market 4. Winning global customers for life Encountering a language barrier at the moment they need support will leave travelers feeling stranded by your brand. Don’t just localize the content users need to research and book their trip – offer them native-language support when they need your help. Savingtheday –andthetrip Source: “Can’t Read, Won’t Buy: Why Language Matters on Global Websites” by Common Sense Advisory 4.1
  16. 16. Ten ways to win the global click 1. Optimizing the hunt for infomation 2. Delighting international shoppers, before they buy 3. Making the best possible sale in each market 4. Winning global customers for life Travelersusesocialmediatohaveconversations aboutyourbrand–andtoventifthingsgowrong. In-country,native-languagesentimentanalysis andsocialmediamonitoringmayjustsavetheday, winbackdefectingcustomers–andeventurn themintobrandadvocates. Fixsocialnegativity beforeitescalates 4.2 73% of the travelers who engaged with a travel brand on Twitter – and got a response – felt more positively about the brand afterwards Source: 3 Insights for Travel Brands on Twitter, by Frederic Gonzalo
  17. 17. We’reMoravia.Wecreateglobalcontentthatperforms. We support many of the world’s most successful Travel and Hospitality providers by optimizing all aspects of global content strategy, production, and delivery. Our in-market content experts, copywriters, brand-savvy linguists and global infrastructure make Moravia a single-stop solution for travel brands looking to conquer new markets with large-scale, high-velocity, and premium-quality global content. If you’re looking for a strategic globalization partner to keep pace with your rapidly-changing digital content demands, let’s talk. moravia.com

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