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The(journey( 
beyond(the(trip( 
EXPLORING(THE(5(STAGES(OF(TRAVEL( 
24!September!2014!
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!
The journey beyond the trip: 5 stages of travel (updated 2014)
Rising(use(of(internet(in(travel…(
But(offline(influence(remains(strong(
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?!
What(content(works(in(emoUve(story(telling?((
CHANNELS( 
• Posi?ve!PR! 
• Product!placement/sponsorship! 
• Branded!content! 
• Social!media! 
• Mass!media!adver?sing! 
• Ambient!adver?sing! 
• eDMs! 
• Travel!agent/airline!adver?sing!
Source:!AC!Nielsen! 
What(media(are(Singaporeans(consuming?(
TREND:(Ambient(+(Digital(
TREND:(Newsjacking((
TREND:(CiUzen(advocacy(
TREND:(RealZUme(markeUng(
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?!!
CHANNELS( 
• Search! 
• Travel!websites! 
• NTO,!STO,!RTO!websites! 
• Airline,!hotel,!aggregator!websites! 
• Social!media! 
• Tac?cal!adver?sing! 
• Travel!agents/fairs! 
• Guidebook/brochures!
TREND:(CiUzen(advocacy(
CASE(STUDY:(( 
Great(Australian(Road(Trips(
IUneraries(and(map(integraUon:!
Brochure(request(service:!
GamificaUon(and(socializaUon(of(content:!
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!
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?!
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!
TREND:(CollaboraUve(economy(
More(on(collaboraUve(economy…(
TREND:(DIY(trip(customizaUon(
TREND:(Voluntourism(
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?!
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!
Source:!TripAdvisor,!TripBarometer,!January!2013!
Source:!Australia!IVS!2012! 
53%! 
19%! 
17%! 
16%! 
16%! 
Singaporeans(share(while(on( 
their(trip(in(Australia(on:( 
TNS!Digital!Life!Singapore!2011!
The journey beyond the trip: 5 stages of travel (updated 2014)
The journey beyond the trip: 5 stages of travel (updated 2014)
CASE(STUDY:(Handy(in(SG(and(HK(
CASE(STUDY:(Tourism(Radio(in(SA(
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.!
CHANNELS( 
• Social!networking!plaforms! 
• PhotoBsharing!plaforms! 
• VideoBsharing!plaforms! 
• Online!travel!communi?es/forums!
CASE(STUDY:(Puerto(Rico(Tourism(
The journey beyond the trip: 5 stages of travel (updated 2014)
DREAMING( 
Thinking(about( 
taking(( 
a(holiday;(( 
open(to(ideas;( 
weighing(up( 
opUons( 
CASE(STUDY:(Cape(Town(Tourism(
So,(what(are(your(( 
key(takeaways?(
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!!
The journey beyond the trip: 5 stages of travel (updated 2014)
Thank(you!( 
TAN(WEE(HOON( 
weehoon.tan@ogilvy.com(

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