This document discusses factors impacting the hospitality industry and consumer behavior in travel planning and decision making. It notes that consumers now research, book, and share travel experiences primarily through digital channels and social media. It advocates for brands to focus on understanding the connected consumer journey, from inspiration to sharing experiences, and to strategize marketing accordingly across owned channels and partnerships instead of following trends. The presentation provides details on how brands can engage consumers at each stage of the journey.
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Destination Marketing: The Journey Before The Destination
1. THE JOURNEY BEFORE
THE DESTINATION
The Traveling Decision Making and "
the Connected Consumer.
Stefanos Karagos, Information Scientist
XPLAIN.co
March 2015
29. Acceleration in Shift from Desktop !
to Mobile & Tablet!
Important Factors Impacting The Hospitality Industry
Over 42% of website visitors and nearly 16% of bookings came
from tablet and mobile devices in the first half of 2014. "
"
Visitors to desktop sites declined 16% year over year while
increasing by nearly 51% on mobile devices.
30. Search Engines and Social Media is the !
King of Direct Online Distribution!
Important Factors Impacting The Hospitality Industry
Search Engines are responsible for over 52% of traffic to hotel
websites.
31. Dynamic Rate Marketing (DRM) Creates !
New Revenue Opportunities at High ROI!
Important Factors Impacting The Hospitality Industry
Hotels, Resorts, and Airlines can now seamlessly integrate "
real-time availability and pricing in various marketing initiatives: "
From meta search to display advertising via the top travel ad
networks, retargeting and Google Adwords to email marketing.
33. 33% !
of travelers have used
mobile apps to find
flight deals
Source: Ipsos MediaCT 2014
81% !
post vacation photos on a
social network while still on
vacation
37% !
have used mobile
apps to find hotel
deals
34. Users’ Online Reviews Impact!
78% !
said reviews impacted
choice of dining
2013 Cornell University
87% !
said reviews impacted
hotel choice
84% !
said reviews impacted
method of travel
35. Of those who used Social Media to research travel
plans, only 48% stuck with their original travel plans.!
34%
changed their hotel
11%
changed agent/operator/website
8%
holidayed in a different country
7%
switched airlines
2013 Cornell University
38. Good Online Ratting Boost Sales!
if a hotel increases its review scores
by one point on a five-point scale,
it can increase its price by
+15.3%
A 2013 Cornell University study using transactional data from Travelocity & TripAdvisor
44. The Traditional 3 Step Mental Model
of Marketing
First
Moment of
Truth
Second
Moment of
Truth
Stimulus
At shelf
In-store
Experience
FMOT: was coined by Procter &
Gamble in 2005
45. Source: Google Retail Shopper Path to Purchase Study, September 2013
Pre-shopping is a Daily Habit!
Of all Shoppers they search "
the path to Purchase
84%
46. The New Mental Model of Marketing
First
Moment of
Truth
Second
Moment of
Truth
Stimulus
Pre-shopping |
In-store | In-home
At shelf
In-store
Experience
Which becomes the
next person’s ZMOT
Source: Google 2012
48. Travelers Rely On
86% 98%
In Destination
Experience
97%
Search
Ads
Source: Google Retail Shopper Path to Purchase Study, September 2013Source: Google 2012
72. Travel !
Inspiration!
Through!
1. Social Media
2. eMails
3. Search Engines
What I have to Do!
1. Build your Digital Assets Network
2. Create & Seed Shareable Content
3. Utilize User Generated Content
1
76. Booking!
Through!
1. Owned Website
2. eMail
3. Third Party Partners
What I have to Do!
1. Add the Option to Your Website
2. Optimize the Booking Procedure
3. Optimize the “Thank you” Message
4. Surprise them!
5. Use Google Analytics to
Understand
3
78. Experience !
On Property!
Through!
1. Owned Website
2. Social Media
3. eMail & Reviews
4. Live Experience
What I have to Do!
1. Amazing Visual Content
2. Make the Experience Visible
3. Show Your Difference
4. Convert Visitors to Profiles
5. Create Mobile Friendly Assets
6. Implement Re-Marketing
4
80. Sharing!
The Experience!
Through!
1. Social Media
What I have to Do!
1. Online Reputation Management
2. Ask Guests for Reviews
3. Respond to Every Question
4. Add Social Elements to Your
Website and to Your Property
5. Create an Active Community
5