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The role of content in
consumer travel decisions

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travel
research

Primary and
Secondary Insights
Secondary Research:  Third-party data

- ThinkWithGoogle

- Ipsos Media

- Lenovo/ AsiaRooms. com
- MMGY Global

- YouTube...
Each month: 

1 billion people visit YouTube to watch

6 billion hours of video

80% of YouTube views are from outside the...
Travelers are spending more time watching online
videos than ever before: 
views of travel-related content,  YoY

More vie...
Global Travel and Tourism and
Online Travel Sales by Region 2013

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- North America to record the lowest growth
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World's Leading Global Online Travel Agencies 2011/2012

Expedia Inc

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Sabre Corp

Orbitz Worldwide In...
What is driving the growth of 0TAs? 

One in three leisure travelers and one in two business
travelers select an OTA for i...
me in three leisure travelers and one in two business
avelers select an OTA for its superior site tools and options

94%

...
How can brands,  destinations
compete with that? 

 

Optimize for online growth
- Site optimization
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A poor mobile experience forces travelers to move
elsewhere. .. and has a negative impact on brand

Connected with brand a...
A poor mobile experience forces travelers to move
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Connected with brand a...
Only

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are critical to travel inspiration

 

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sources for travelers,  particularly among leisure traveles

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sources for travelers,  particularly among leisure traveles

TOP 10 ONLINE SOURCES USED IN TRAVEL PLANNING

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The internet is the top source for both
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Markets dominated
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No.  of users using
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Smartphones are used throughout the travel process

 

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Smartphones are often used for travel inspiration
in “snacking moments" before planning

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Top 1,000 Travel Queries

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of travel searches on o!  travel searches on
voumbe are low Google are for
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Online search is important, 
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unanswered questions

- Data is only part of the picture

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Proprietary Research

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- Ages:  26-61
- Household income:  $100,000+ __ ' 0'
...
_/ V hat did we want to learn? 

We wanted to understand: 

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consumers follow? 

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...
36 Not all those who
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Media Sources and Travel Decisions

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Leisure Travelers

Online travel videos are
influential in early stages

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among those M10 iva...
Many leisure travelers go into
planning undecided on a brand

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on thuir mobile devices

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All Travel Channel ...
Percent of Travel Channel Subscriptions by Format

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Likelihood of Watching
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Percentage 01 Travel Video Views‘ VoV Growth
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From a young age,  children play
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destination decisions

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leisure travelers rely on a mix of sources

 

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truly differentiate? 

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EARNED

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must begin with a single step.  99

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TBEX15 Asia Thailand Sara Meaney
TBEX15 Asia Thailand Sara Meaney
TBEX15 Asia Thailand Sara Meaney
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TBEX Business: The Travel Consumer’s Journey: The Role of Content in Consumer Travel Decisions

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TBEX15 Asia Thailand Sara Meaney

  1. 1. A M: .7.’ ': ..: pg ggggggt The Travel , V Consumer's J» urnev ¢ The role of content in consumer travel decisions ll '. ,_ 7‘. 90
  2. 2. The role of content in consumer travel decisions 1 7 T T‘ 77‘ % _. ~_ ‘ —nu: ‘ fl‘ ‘ it 1"’ i ‘ ‘ i l _ ; I‘ P, T v 1* fr * *_fi ,4‘
  3. 3. 7 The world is a book, and 7 __ those who do not travel / , I, i read only one page. (V I [R I J( - Saint Augustine
  4. 4. Overview hVk>= Introduction ; O Consumer Research Consumer Experience Model fi= -'- Personas be Travel Content Audit : ’f| Content Trends
  5. 5. TTTTT
  6. 6. As Puausnso IN ADVERTISING AGE fr“0vl7//1% iiii)EPlIl)Ei‘T Top 25 U. S.—based independent advertising 51 and marketing agency
  7. 7. 250+ employees - Milwaukee, Wisconsin - San Diego, California - Miami, Florida
  8. 8. Specialize in 4 key industries Travel & Tourism Recreation 8: Lifestyle Higher Education Healthcare
  9. 9. .1! 4, _ ; Dominican Republic Has It all 'I/ isittifirf: ’; :1’ :3 Lee Island VCB u N IT E D Vacations 530' Ba / )3 crllliaw Y 1% U'S AIRWAYS VACATIONS Ercafae wptk HI. My ti Orlandosanford 1‘ we 4 my . .,- Palrm Funiei; Vuouhons Air Jamaica Vacations Spirit Airlines Vacations “Hull-. -r'= AEROMEXICO. -fog VACATIONS -L. - , srmsrsnsaunc CLEARWATER VI sit lVl2|inL'. <', uIu "l(r '° / .. nu nucncs or 5:32 - THE MARK TRAVEL CORPORATION rear MYERS ». >~-LI» AN_" SANIBEL ~ z. , - Fnsept '*° . Iraterra pf ' 6 . f,. ‘1;, '1,. '.1,‘3.,1'. .f. ":2" _V J‘, ; couples A resorts E I I ~ G R 0 U P Luxury Hotels & Resorts 5 U N S T R I’ A starwood Hotels and Resorts s’ sun country L i.4Li. Ii<: Lr1‘E_L. ,L [kl couuvv pom numumvv
  10. 10. £6 Once a year, go someplace you've never been before. - The Dalai Lama
  11. 11. Consumer travel research Primary and Secondary Insights
  12. 12. Secondary Research: Third-party data - ThinkWithGoogle - Ipsos Media - Lenovo/ AsiaRooms. com - MMGY Global - YouTube/ Google - PhocusWright - eMarketer Primary Research: BVK - Consumer traveler behavior analysis - Consumer traveler Persona development - Industry content analysis
  13. 13. Each month: 1 billion people visit YouTube to watch 6 billion hours of video 80% of YouTube views are from outside the U. S. 2 out of 3 U. S. consumers watch online travel videos when they are thinking about taking a trip. But what are they watching? What is popular? What are they seeking? Source: Google, Ipsos Media
  14. 14. Travelers are spending more time watching online videos than ever before: views of travel-related content, YoY More viewing on mobile devices: of all travel video views via mobile devices mobile viewing on smart phones, YoY mobile viewing on tablets, YoY Source: ThinkWithGoogle, YouTube data
  15. 15. Global Travel and Tourism and Online Travel Sales by Region 2013 700 600 — — g 500 Travel Sales g 400 A - . 65 300 , »OnlineTravel 0: Sales D 200 . 3 j North Westem Asia Pacific Australasia Latin Eastern Middle East America Europe America Europe and Africa Nata, Includes both direclsalas and sales through Inlsrrned/ anus In Iranspnrtalion. Iraval accommodation. Car rental and loans! allraclians Source. Euramon/ tor International Trend Watch: APAC region OTA gross bookings grew 12% in 2013 but are expected to rise by another 58% by 2016 (source: PhocusWright)
  16. 16. Global Travel and Tourism and Online Travel Sales by Region 2013 1 O O O O O O 0 Travel Sales 00 A U1 0 O O C Online Travel Sales US$ billion M o o H O C North Western Asia Pacific Australasia Iatin Eastern Middle East America Europe America Europe and Africa Note: Includes both direct sales and sales through intermediaries in transportation, travel accommodation, car rental and tourist attractions Source: Euromonitor International Trend Watch: APAC region OTA gross bookings grew 12% in 2013 but are expected to rise by another 58% by 2016 (source: PhocusWright)
  17. 17. - North America to record the lowest growth over 2012 — 2017 at 7% CAR - Western Europe to catch up with North America by 2017, with US$270 billion - Asia Pacific online travel sales to double from US&78 billion to US$155 billion Online Travel Sales by Region 2012 - 2017 300 —North America 250 ' iwestern Europe E 200 / —Asia Pacific E —Australa. sia .0 150 as . . E3 —Latm America 100 ? Eastem Europe 50 _ Middle East and 0 2012 2013 2014 2015 2016 2017 Note‘ Includes both direct sales and sales through rntenned/ arias in transportation. travel accommodation, car rental and tourist attractions Source: Euromonitor Intematranal
  18. 18. World's Leading Global Online Travel Agencies 2011/2012 Expedia Inc Price| ine. com Inc Sabre Corp Orbitz Worldwide Inc 0dige0 Group Ctrip. com International Ltd Wotif. com Holdings Ltd Hotel Reservation Service GmbH MakeMyTrip India Pvt Ltd 0 5 10 15 20 25 30 Gross sales US$ billion 2012 2011 0TAs have major investments in online search and Google Ads
  19. 19. What is driving the growth of 0TAs? One in three leisure travelers and one in two business travelers select an OTA for its superior site tools and options VF A Ti] I", l—i’il; ’ H ll ll-. |ix; t'1. ifit-I ‘, -.' I’-git. " Wit ,1 1,‘-__i lg, ‘/, ‘., ‘i_:1V r’. ,}fI1f. ‘ ", '7I3‘~'_, .r. {'w‘. Leisure Travelers Business Travelers 76* _ Lowernncesismevws — 70* Past positive experience or recommendations for the site 5696 64% its a name I nave heard of 45% gl 32% ‘ Better tools and options on the site — 53% 2596 - Has loyaliylrewards programs — 42* its what came up at the top of a search engine search 3 are i I CI O air N! 3 Om?
  20. 20. me in three leisure travelers and one in two business avelers select an OTA for its superior site tools and options 94% FTF. /‘i'}CIi'-~12 7-(QT-T E-1I: ii. :I"-. ll“JC; C)l= .' CF EC! -(1i. ,’. Vii’--ll | i'= .F T? -''"EL Leisure Travelers 7696 56% 2596 24 i Booked with an OTA (Net) Lower prices/ Better deals Past positive experience or FECOMYTIEFIUBUOFIS for the site its a name I have heard of Better tools and options on the site Has loyalty/ rewards programs its what came up at the top of a Search engine Search Other lx user-. .«-: :‘«‘ i. iTrx«r-P~: Business Travelers 45% I .5 3 29% 42% 5396 70% 64% 9896
  21. 21. How can brands, destinations compete with that? Optimize for online growth - Site optimization - Content optimization - Personalization - Innovation
  22. 22. A poor mobile experience forces travelers to move elsewhere. .. and has a negative impact on brand Connected with brand a different way (Net) 6896 Accessed the same site on computer or tablet 51% Lool-: eo (0 see ifthe site's brand had a downloadable app 27% Called the site/ company 17% Negative impact on brand (Net) 4096 Use a competitors Complain on social Stop using brand Tell friends/ family site (20%) media (13%) altogether (13%) (19%)
  23. 23. A poor mobile experience forces travelers to move elsewhere. .. and has a negative impact on brand Connected with brand a different way (Net) 68% Accessed the same site on computer or tablet 51% Looked to see ifthe site's brand had a downloadable apo 27% Called the Site/ COl"'1p&rTy 17% Negative impact on brand (Net) 4096 0 © 6 Use a competitor's Complain on social Stop using brand Tell friends/ family site (20%) media (13%) altogether (13%) (19%)
  24. 24. Only 0 of leisure travelers have encountered a travel site that was 0 not mobile optimized or friendly 0 of those who have encountered a mobile site that wasn't optimized 0 actually pushed through I 4;
  25. 25. Travelers agree that they turn to the web early on in the travel process I generally begin researching online before I decide where or how I want to travel. Business
  26. 26. h. C , l a e S h tn W S S e C O r 0. co m D. P O h S I always start my travel booking and
  27. 27. What's the first thing that you type into Google when you start to plan a trip? i--ii"--6 I mum . ,.“ address the name of the place . ... .., ... m.. ... ... ... . . .$. ... ... ... . maps. google. com depends on the trip "'°"“"' "‘9:"° _ (h, ,,9_, , , _, tflcplnriniivo ' n-mt olplnuui name of destination Weathef cheap a"'a-°"°"s "'“‘"“““ cow: '"'; s:rg. ';ri; .;‘: ;f| ight ”°': i:. $:: '£f‘. l1°“ote| s"“" '" '°"p°""" wh3fei'm going ‘ ch fl In t fl c t' n = =-i: ..'2. 008 IOI1 distant: oi-oeawiisivss. e:i. !i'v. '!s? ::aa; °.: *amecieapioieis destination cit_ “, ;‘,7{{; ’;‘ecity name place. trlpffif-‘?5“"’” the Place i'"l"§'<>in9 . 9°09 l. €.. .!! !aPS tiiaiielocity . pin. .. 2: luynlt I don" know mne- in ac lfl IV-: 'rity Im iyamq tn desunanon name mi rm m--w-«~-- the name of the place I m going . ... _._. ..'i. _.. . ... . . I 7 . 1:. —
  28. 28. Google when you start to plan a trip? trip map I intuntinq lights along the way vuuhon ‘pm, destination address the name Of the place . i.. ... .i. ... .«my. s.. ... ... ... n , ... ..c. ,.. ... ... maps. google. com depends on the trip “Mn” M ‘ma’. rm 92"‘ . (him. [3 5° trip planning n ct‘ name pf: lacc film going name of destination Weather cheap a 'a- '°"s " ‘"°' '" (, .,, ,in; q , ma Cilyloclhnn I h Wool ~ . ... .. . ,.. f] h °': ::. .*. ... ..'. f.—? s. otels 90:3-w-if-= » lg S ' °"p°"'a whiife i'm going cheap fii'i_§ii'{§"' O N O n d_ ntame of location travel deals . . | s ance "'£§'. ‘fI"I. I.'. '§. '.'l‘. "n'. '.. ... °f'°°“"'°"c~m5"p.9,l'mE? .l; $l1'y. d“fi§iiliaalie°iilame cheap iioieis destination smart "‘, f,‘; {{; ’;‘ecity name Pla°°. ... ., trip’? -"iii? -‘? J"""“ lo(el onlonn-lion me piece i-aaoing _ googlamaps tfavuelocity . ping‘: la luynli l don't know thing: in do in thlciiy im qo. inq to destmauon name in» cum mi-i w~c-- the name of the place I m going
  29. 29. Friends/ family and online sources are critical to travel inspiration = ,i'-. ii: «:—; iv ll. ‘ il"i« III I iii. i I I iiltl II-‘, -’i. ‘?I: '*"Y‘“*‘’ — 92* colleagties offliiie " 'll(ff'E( Family, friends or colleagties online Magazines! newspapers informational brochures
  30. 30. are critical to travel inspiration {, :.jiiI_i. f-3l§EL l; TiF l‘= .': P . L1‘»‘iTliIj>f'-. (L: lElL. ll"-. E TR, »"+*. i"‘EL, i Any (net) Family, friends, or colleagues offline I nter net TV Family, friends, or colleagues online Magazinesl newspapers Informational brochures Books N E O — 3 § Travel agents Travel groups 896 800 or toll—free F3'"""‘i'” ""”: """' '3' number colleagues inet): Other 62% I- a‘ U1 3 3
  31. 31. Search engines are among the most popular online planning sources for travelers, particularly among leisure traveles Search engines Hotel sites/ apps Online travel agency Airline sites/ apps Map sitesiaups Ti avel T9»/ lEW sites/ apps Travel search sites/ apps Destination-specific siteslapps Social networking siteslapps Car rental sites/ aops TOP 10 ONHNE SOURCES USED IN TRAVEL F‘LANN»llCi 0 l Loisurofravolors ll 60 %. T we- 36% 33% 3096 2696 22% 96 Hotel sites/ apps Search engines Airline siteslapps Online travel agency Map siteslapps Car rental sites/ apps Travel review sites/ apps Travel search sites/ apps Destination-specific sites/ apps Travel planning siteslapps msinos Travelers
  32. 32. sources for travelers, particularly among leisure traveles TOP 10 ONLINE SOURCES USED IN TRAVEL PLANNING 0 W Leisure Travelers Business Travelers =9° Search engines 60% Hotel sites/ apps ‘ 6096 Hotel sites/ apps Search engines 4 5596 Online travel agency Airline siteslapps 53% Airline sites/ apps online travel agency 45% Map sites/ apps Map sites/ apps — 45% Travel review sits/ apps Car rental siteslapps 44% Travel search sltes/ apps Travel review sites/ apps % Destination-specific sites/ apps Travel search siteslapps ! Social networking sites/ apps Destination-specific sites/ apps Car rental sites/ apps Travel planning sites/ apps 2996 §
  33. 33. The internet is the top source for both leisure and business travel planning Tl»7.AVEL PLAN‘-~l| l'JC; ‘>, '-OlJl? .CE": ‘. W Business Travelers 3596 Leisure Travelers *0 3 7495 Internet Family, friends, or colleagues offline § all I §| Famlly, menus. or colleagues online 23% _ Informational brochures - 25% 20* - iv 2 28* 1399 - Magazines/ newspapers - 27* 14* - soois - 20* Online 13,‘ 30* Online sources (net): - Havel agents - sources (net): 78% 1°95 I 800 or toll-free number : 19* 80* Family, friends, or 7* I Travelgrouns - 18* Family, friends, or colleagues (net): 79;. I Rad“, - 149:, colleagues (net): 52% 41% 595 I Other I sue
  34. 34. I IIC II ILCI I ICL ID LI IC LVJIJ DLILIIBC IJI IJLILII leisure and business travel planning Leisure Travelers 74% Online sources (net): 78% Family, friends, or colleagues (net): 5296 il 2696 TRAVEL PLANNING SOURCES fl Business Travelers 3596 ‘e lntemet _ Family, friends, or colleagues online 2396 _ Informational brochures 20* - w 13* - Magazines/ newspapers 14% I 30015 13* - Travel agents 10* 1 800ortoIl~free number 7* I Travel groups 7* I Radio 5* N other Family, fnends, or colleagues offline § § — 3 § § § 3 8 at § 54' 7796 Online sources (net): 8096 Family, friends, or colleagues (net): 41 96
  35. 35. Qinoo iofi vahoo 33% calm um _ ~ . Sago“ 3% . Google 10., Yahoo 22>-. 3.? Other 9% Other 70% mm now; Other 2:‘ um um. Other 2% 5”“ 73*’ Google 65% Never we G°°'3l' 76% ' ‘ Gocig. e 34'». i Pt . i Google 97% "“" om" 3" " . -« V-i-n OW‘ ‘*5 V _ 0 Yahoo 65% S o n- 5% Google 99% mniinna 0”" “‘- . Game 95% v. ... ... ..' ‘ ” A Vanna 3% i/ allot; lb‘. OIYIQV -3": V ‘ . uthei 4'». ' , Diner . :*—. 00,, ;v. _ Gong e 91% Goes" 68% uoogie 96% - Mu-ysu 5-nuooru Indvnclu _t °°°5" 51‘ VII-Iieciv-es .57‘ Markets dominated by Google Markets dominated by local search engine No. of users using Google No. 0! users using local search engine 75% 25% 38% 46% 0.", x1vOFi(i_flflO me DdSi{ population ui all internal ust-rs IYI the exdlllmed iz Illdlllrls Source: Bdigitalminds
  36. 36. Qihoo 10% Vahoo 33% Daurn 146'» Sogou 8% Google 10% Y5h00 22% 1 Other 9% Other 10% China '| :°°: ": other 2% KS: i'a: ai ,3,“ other 2% Bald" 73% _ Google 65% Naver 66% Google 76% “ ‘ ll’ /4, l Google 34% l j / Google 97% India °"‘" 3" l "__'_ ‘ Taiwan other 1% S l? )4 I Vahoo 65% v . - *3: . Al N '_. /f ' A’ . / ‘ V‘ -s , ,< ” ‘. x e ’ ‘ . , ‘ ‘ 0th 5% Google 99% Thailand °"‘°" 1*’ V. ") w {:4 ('= : G008": 95% Vietnam‘ er / ,‘ t 3 - . ' - -Ar , ,- ~ X / I/ '‘~ / /l ‘ 1/ O h 9- yahoo 8% Yahoo16% l H l: - OW-‘F 4% , , Other 49': other 29;, . Goo Ie 96% v Google 91»: Google 88% 3 Malaysia Singapore inaonesia ~ 5°03” 82% Philippines
  37. 37. Google 91%; Malaysia Markets dominated by Google Markets dominated by local search engine No. of users using Google No. of users using local search engine . U171?! -170 Google 88% Singapore ’ ‘. Utner»: '~_ Googie 9e= . Indonesia 75% 25% 38% -46% Other 25: i Google 82% Phmppines 96 r, OO0,000 The bdblt population of all Internet users In the examined 12 markets Source: Bdigitalminds
  38. 38. Smartphones are used throughout the travel process Q 0 Leisure Travelers Business Travelers Comp“? “ Smirtphona Tablet ‘ ‘ ‘ Used during any phase (Net) 94% 67% 97% 7896 Inspiration The nme when you identified 73% 31% 74% 39% you wanted or needed to book Uavei Research The time when you actively looked and 33% 27% 35% 35% researched your trip or travel plans Purchaselbooking 81* 14% 84% 23% The time when you oooked your mp Experiencingltraveling Any behavior you may have 57% 50% 67% 54% pamcipated in during your mp Post traveling Any behavior you may have 63% 37% 67% 42% plfbtlpdted In afreryou took your trip
  39. 39. Smartphones are often used for travel inspiration in “snacking moments" before planning if‘ were moment: ;ui: r as men waiting ccmmuting, -: -ti: v‘i'i*iie doing othe' activitiez. Such as watcr~ir*g "-. ‘ eating etc 8;. » doing qLlli’. l- aearcfiez on search erginet. B-, ‘ ». ISl[| Y‘g zciciai retwor‘. ir~g SIDES By ‘l‘| [‘Vg tiaieireiated we . ite: rcr cuicl ‘i1SiC Be is-3+ mg for travel idea: Oi‘ ': ClT‘DLJ'l. e' 0' tablet Usage of smartphone for iiavel inspiration in spare moments. suigh as when waiting, commuting, etc. by affluent traveler:
  40. 40. Top 1,000 Travel Queries 7196 5896 of travel searches on o! travel searches on voumbe are low Google are for destination names s; ti¢: ’ll; ‘ bran: . Destination Names ‘ "a 005 Vegas, haW0iI, duboi, paris. etc. ) I General Travel Queries (vacations. family, travel, road trip, brazil travel, etc. ) I Local AttractionsIPO| (disneyland, san diego zoo, eiffel tower, etc. ) I Travel Products (hotels. flights. bahamas cruise. Ias vegas hotels. etc) I Travel brands , -n. ... .,, ,.. i: ,i. ,», .«h i_, ,.e, ,.i. .. t. .,, . i-. (jetblue, mamon, hilron, united, etc. ) Source: Google Dara, March 20 73-March 2074, Search Query Volume, United States.
  41. 41. Online search is important, but there are still many unanswered questions - Data is only part of the picture - Behavioral observation adds context - Our research was designed to capture human behavioral context, motivations 8: preferences
  42. 42. Proprietary Research - Observed and interviewed consumer travelers - Ages: 26-61 - Household income: $100,000+ __ ' 0' - Variety of traveler types: - Solo - Couples - Family - U. S. participant travel included a mix of domestic and international destinations
  43. 43. _/ V hat did we want to learn? We wanted to understand: - What planning process do consumers follow? - What do they do during the various phases of planning and traveling? - How do they interact with information and content that is available to them? - What information/ content do they need during their planning and travel journey?
  44. 44. V,7 hat were the outcomes? - 3 segments/ personas emerged - 4 distinct phases in the planning and traveling experience - Content opportunities identified to support consumers within each phase
  45. 45. 36 Not all those who wander are lost. - / .R. R. Tolkien
  46. 46. Get ideas from friends Si family Get ideas from media %' rein’-= Sharing Ideas
  47. 47. M ; r 5 HE ‘E 0 § Share map Comm: mu tde. I 1 mm Organize Pnmout: E HOYCS Adorn others veeclback Get wdeas Vrom media Preptm, m bow vccep cmsuls U9: fax/ Drlte bauku 1;: szte the vcndo: snu dmvctly Arnvmes Transpnrtanon F; Acmrnmcdatuon Commit Compare A % OptionS/ / '_J; :;; v.'Mz; x Vrvsuvanct
  48. 48. Upgrades Acmnncs xmmodatlon Wnsurance Commit . q.. 3.. Ask (on: warge Live in the moment comm Troubleshoot home problems Share phoms & slams u pdales Talk to local; as
  49. 49. Readjust & Reorganize [33 A S: m L- Pon on Wat H» cm; Gwu veeabu 5. YEA r". -/>. - A| (h . e Arum. ptunrma 'nl r- r ‘(us -warm . ;-. Share the Adventure seep] Suueqg “1oa:1a: Jw , .« . .,, asag
  50. 50. Media Sources and Travel Decisions 5 5 5 5 Family/ friends Family/ friends Internet Travel service 45% 32% sea : ines provbsites Destinbsites meet. ® Intemet Travel service Internet . Travel r . . . sear A Ines provider websites search engines @ 35% 15% Magazine articles 0TAs Hotel/ resort pro Destin ' ~ . bsites 31% 25% 31°/ . @ Printed visitor guides Online visitor guides Airline promotions Hotel/ resort promotions 28% 21% 26% 1 1%
  51. 51. Leisure Travelers Online travel videos are influential in early stages When travel videos are viewed among those M10 ivarchedfcommenred or Irate! -related wdeoi when thinking about taking a trip when thinking about what type of trip to take when choosing a destination
  52. 52. Many leisure travelers go into planning undecided on a brand ("fF. T~‘ill'-J la (‘ii 9. 'F(‘lF| i;‘ t‘—; i’—: ,A. '«JI: ji. -‘fl, ii‘. -Wit‘-i‘-' Tljfi '. _l'}E flit"-‘i Tf'5_7 ‘>"‘i': rl'}/ (3 ": i.»_‘. ‘i; v 1. 9' . '0 Lodging H Cruises . m Won packages iil E‘: ‘.7! other travel I am absolutely certain which branclsl i am considering multiple 1 am totally companies I am going to book with brands! companies undecided
  53. 53. Many leisure travelers are also unclear about the differences among brands -— i 48% .1 " [',3_5i ‘g _, ' 57”o .1. , . Li; ij: : rig 65%. 62% . ... -.. 1 3 - — I I 59 T7 7_ifr? “ ['31- -10% Heavy business travelers are more likely to see I‘ ' a difference, but not substantially more
  54. 54. One in five leisure travelers downloaded a travel-related smartphone app due to a poor mobile site experience i, «.'"' ,1"? = “i i1—'. 2-», dowrilL= ai, ied. i'tised (1"_ira. ’€li't: 'l8[t: (.lé1‘L‘lp' -'il3l: M i , , i Better than mobile site (Net) 53% 7 8 [0 Easier to reserve or book than on mobile Sl(E' 42% 0f. eiSU, et, aVe. m,Ve dowmoaded/ Used a [rave]. To save oersonal informationrsettirig 39% related smartphone app Plan to access information from the brand frequently 37% For a brand with which I have rewards/ loyalty membership 36% Recommendations from friends, family. or colleagues Ratings/ Recomrneridatior in an we store
  55. 55. Leisure Travelers 55% 55% 54% 53% 49% 37% ii 34% ~ 3% Types of travel videos viewed (among those who watched/ commented on travel-related video) Trip reviews from people like me Trip reviews from experts Videos from travelarelated channels Videos from hotels, airlines, cruises, tours, etc Videos made by people like me Commercials or ads from companies or brands Videos made by friends and family Other Business ‘i Travelers 6096 61% " 65% 64% 56% i 49% i‘ 47% 2%
  56. 56. Overwhelmed bV content, Underwhelmed by distinction TripAdvisor insights - Sample of 3 popular beach destinations: - Top 30 ranked resorts in each - Cancun: 1,740 reviews - Phuket: 1,201 reviews - Bali: 1,150 reviews _ , - 3 or 4 star class properties trIpadVI SCI’ - Keyword: beach - ALL have composite review rating of 4.5 — 5 stars - So which is the best for me? Not helpful.
  57. 57. h )7 5 HE ‘E 0 § Share imp Conn: iuc ide. i 1 ion Organize Pfll“llOLli§ Ev1lOl{. ‘S A<l0m orhcis lE‘! ’CllJaCl( Get ideas iron» media iJrep: in. lo bocil iccep L‘l’1’lCl1l‘; Use l. ‘l’Dfl[eE baukii it: site use vcririo: site directly Artivities Tiansprirtation F; f1CLDl'l'll'TlGdCll| DFl Commit Compare A if OptionS/ / l_li: ;;i. 'rrli; x liisiiiance
  58. 58. ALB TRENDS lll / .SlA Aiiiiiamiii. rum um iimm l‘nlVIm| I!l()lIFd ii iiiiiwy in rims n. )IHllN1II(htvml: VqyVl1fluF! I«3l iimipiimm Rrcnzll 1hr mmii iiimyui Al: F|KlkE! (!Inlu'| l‘llJ? ' iiiaiuimriii qlahll YZHl| g‘1 iii Blvd miiiiiiig. iiii. iii. i mubflll Ifllkthnl and Irnblln puxthalul "SI 0' "DD"! “OW! !! "hill I00 I ' n‘IVIl Itlflllllllflfllflllfl 33% 15% 59% 16% Pr -pi. ii. -iii imi. iimi r>-ii. ~lV-)! rI| l(? l i ii 50% (0% zcr Inirr- tf'YD3'a')I| Flflhlln arvnc-I V1! —iaiiii. aumii nklng - i lvelAccmnnndatlnnlnr»Le| uu'e inn 75% 55% 63% 53% 0 if fix" ma mnbxll imag- wi , .i. . Wllu no-. | iiiiwi i. wr. mou3ii. iii LAKUJAIL‘ 'e''‘’'’'’ '3'” AsiaRooms§
  59. 59. 2'LiiaRooms. com and Lenovo commissioned a survey to find out how technology influences travel planning. Amongst the markets surveyed. Asia takes the limelight and leads the global ratings in travel bookings online. mobile searches. and mobile purchases. A-is Avvvngvn I OIobnI Av! -rage ll-‘? =L-l: -ll . 'l-IA-lll: |l'—1'ill :1: '. 'lii: ii Iloi-l’. ilil: I-. i'i: i ; l -IiiiiiI~i-r: ill-Ii : 0/0 3:‘ C/ o 0/o 25% 451°/ _ 40% O 0 . —_rt I’ ‘“ 4 ° 0 E33 ‘’ o . l.= : -:5 ll i 1 2 l" " People who book travel People who search for People who compare accommodation via travel accommodation prices of travel mobile device. via mobile devices accommodation on their mobile dmriccs
  60. 60. mobfle devices via mobfle device’-2 accommodation on thuir mobile devices E| ||| |.'-1‘| Il_' H I : W:J» ti‘ I'| ll| l|| ||| Vl’3fl‘| ||l ‘i-I . '—J‘L-“ill : -. m-' 31IL. "i'| |I'-M: ‘I 7' °/ o T I 0/0 65% 53% 0 0 Q 4 n I . I I iv" 39'‘ °: 'I/ m . People who book travel Expuclud mobile usage uccommodalxon onlmc III the lutuxc my II-. u-. : ~-mu -u Imuu '| -I-ill: || :1'Il :4: 4-: u»-. wu . -lulu! -I-hlil-In 5|| ||I'-fllli < % % 33% 26%
  61. 61. Top Deterrents of Using Mobile Devices for Travel Accommodation Booking 40°/ o 35% 3'3-/ . ' as-/ .
  62. 62. Travel Channel Subscribers by Age Group Today's l’rlivr_-lcr (35-64) l’omorrow's Traveler (l8~2.‘. ) All Travel Channel Types -1- ‘ Official Brand Channels Official Network/ Publication Travel Reviews/ Tips/ How-To Travel Footage/ Tours Travel Vlogs Source YouTube Data, March 2074, Un/ led States
  63. 63. Percent of Travel Channel Subscriptions by Format Source You Tube Dara, March 2014, United States Travel Vlogs Official Travel Brand Channels Travel Tours/ Footage Reviews/ Tips/ How-To Content Official Travel Networks 8. Publications
  64. 64. Likelihood of Watching Videos in Other Categories Average YouTube Viewer Travel Enthusiasts Restaurants Spas Bi Beauty Services Food 8( Drink Finance Extreme Sports Cooking & Recipes Home 8- Garden Arts 8. Entertainment Autos 8. Vehicles Source You Tube Dara. March 2074, United States.
  65. 65. Primary Categories of Travel Videos on YouTube Percentage 01 Travel Video Views‘ VoV Growth 262% YOV 40% VoV rm ,5 an vov ‘TN ‘,0? 1115 VOV 14% '$iiini~. l0l't. l1tii' l’Il()IJl'1(1i1E Source You Tube Dara 2'07.“ and 3073, United States
  66. 66. From a young age, children play an influential role in family travel destination decisions Percentage of times at which children's preferences influence family travel decisions MK)‘ i*il~. r:io nu; :i '. 'll1l I ‘aillollain’: _ii-~. ii‘-. in: iui ai: lniiluiaiti ; at: ‘vtiiiiin-: A V
  67. 67. Sources used to help determine family trips or vacations with kids Imemet My chIId(ren) Adult family, friends, or colleagues offline Adult family, friends, or colleagues online TV § § Informational brochures Magazines 13% Travel agents Books Radio 5% Newspapers 5% Travel groups 5%
  68. 68. Upgrades Aclnvlncs lmmodatlon insurance Commit . q.. 3.. Ask (on: VEIEE Live in the moment comm Troubleshoot home problems Share photos & slams u pdales Talk lo locals as
  69. 69. Travelers often call airlines and hotels for information from the road Leisure Travelers Have you ever called an airline for more information while traveling? Have you ever called a nearby lodging location for more information while traveling? Business Travelers Have you ever called an airline for more information while traveling? Have you ever called a nearby lodging location for more information while traveling?
  70. 70. To decide on activities once at their destinations, leisure travelers rely on a mix of sources SOURCES USED FOR ACTIVITIES/ EXCURSIONS Walwaround 37% we»s«e«approrme m as» Brochures/ books’-nmyroommouse 35% Concierge/ stafi at my accommodations 2796 omerpeopueonmymp — 25% Website/ app for the accommodations 23% wmmyroonvnouse — 19% Othertravelwebsites/ apps '3“ Onlinevideos — ms Others staying at my accommodations 13% Townes T we Om (Net, emaus ‘ 9* Travel groups — m, _.: ::: 51%
  71. 71. Leisure travelers overwhelmingly rely on search engines via smartphones to find local information r. 'ET—njIi'»*’—. OF Ai3;iES€. lMl3 l-lFf; i‘f, ilaTIi: |l’-J / aC: i_iTAlgT= / T E:3.v‘E'~: i.: i,. aainru-3 ON THE “: .MAF§T3'H(: ’iHE m . o — ; Typing a site URL dlrectlylnm mebrvwsel - 35* V‘ other Q I 195 Using an app Clicking on a link in an email
  72. 72. .33. WCIESA .25.. is ms: [DD5.ED_r: _ . ... : u~_<: m A 3;: _, , a is is __. ..E. .._ as; :25: n as .2 2 . aa. _§a: _a. _E Es. EMEEM E2m: :Ev= _D . .I. 0 mm? mmmmnu ms: amt. mwamn mm: an-. .-. Mama mum: 4: us in all in an um um u I
  73. 73. Hxrvc used before xmd w. 'is satisfied was recommended by friend was looking for expert advice Wab looking for the lowest price Did an Internet Search Saw an advertisement (any medium) Was recommended by J website, magazine or other source Other Travel agent 56% l0% l2% l0% 6% 3% 3% l4% lllethurl of booking Direct hooking 74% 6% | % 20% I7% 4% 2% 6% 0nline agency 55% 9% l% 30% 25% 7% 2% 4% Search site 50% 9% l% 28% 2l% 5% 4% | % Big-box retailer 64% 9% 5% l8% l8% 5% 9%
  74. 74. Travel characteristics, agent users vs. nonusers Used alternative Used atravel agent booking channel Numbcv oftnps IH 12 month pcrtod 4 3 Average length oftnp (nights) 5 Average amount spent per nught Average annual amount spent on travel $4 % oftravel that as mternatuonal
  75. 75. Percentage of booking methods, by segment Air Combination Through A 0° travel agent 9°/ i—o Other DIIQCI Wtlh provider l 85% Online travel agency |5% Resort hotel Combination Other Big box 5% I4% retailer I% Through .1 Direct with "We, agy provider ‘ 5% / ’ 5l% lravcl search site 0 3A Online travel agency |2% Through a travel agent travel agent Escorted tour Combination om“ 5% I8"/ i Big box » retailer 2% ___o Direct with provider 3 58% I3% Online travel agency 6% Cruise Combination Om" 2% 2% ° Thvoiipli .1 Dyr(>c[ wnh provider 34°/0-2° 39% i Travel $L'dlCh site 7% Online travel agency | B%
  76. 76. Reasons for selecting a booking method, by percentage of bookings U ‘lravelagent E Diiectbooliing Online travel agency
  77. 77. Differentiators Emerged Travel consumers appear to fall into 3 distinct groups, based on how they . .. , '. T, .' = . W . >_ L ‘‘». _d . .m. .., m., .>i . ,ti. WwW (_j. ''___; : [= /1 ‘Q; r . I: .. mniei. i.i= [Bu -. iiii. SHARE . .._i. .wi. nii, ... iwi, ..i. «.m who’! -av . w|u1 minnow: t.1.t». .mi. ... "aim mu-nix mi rw F'<‘u-_x 49:: «east: r)Ftl . .r. v.. i;, .iii. .r . i.« 7'! .. ... .. I7 . Nwr ms», >AIIv<h1 )Ylll :31!-uvl information along their travel planning journey.
  78. 78. MPARE - How important is it to compare prices or trip packages? - To what extent are you willing to research and evaluate?
  79. 79. - To what extent are you willing to research and evaluate? SHARE - How important is sharing travel information with others? - What methods do you use to share and how frequently throughout the process? fDf" A TTT'7'E'
  80. 80. . . ., . .. ..| ..v. .. ... .. .. .. ... ... ... ° . ... ..‘. .. . ... -.. ... ... ... y.. with others? - What methods do you use to share and how frequently throughout the process? RGANIZE - How important is it to stay organized with your travel planning? - How many ways do you organize? information alo
  81. 81. ,9‘ jg? ’ Never go on trips with Q? /-1; : - i’ ll -' ( 3 anyone you do not love. K‘, - Ernest Hemingway
  82. 82. Peirsoin. as Low Med High LOW Med High Low Med High Compare 0 0 Compare 0 0 Compare 0 Q Share _ 0 0 Share 0 , 0 Share Q C) Organize d) 0 C) Organize Q 0 Organize C) 0 in l ll ll John Anna Tamara to y . l v v
  83. 83. John The travel customer who will always contact someone for advice or assistance in travel planning. He may know where he wants to go, but has no idea where to start or how to plan the trip. Having someone help make his trip great is a worthwhile investment. Behaviors - Searches the internet or a website - Purchases a guidebook - Buys travel insurance - Reviews a guidebook - Shares travel planning (email, phone, text) - Posts updates to social media - Contacts family members - Gives feedback Low Med High Compare 8% Share O O Organize d) O O
  84. 84. Low Med High Compare © Share Organize O O Q B O O j 5 I Dream & Research - Writes in his journal - Refers to his guidebook - Writes notes - Sends emails - Uses social media - Brings his passport - Brings his guidebook - Brings his digital camera - Brings his travel journal Depart & Destination - Writes in hisjournal - Refers to his guidebook - Writes notes - Sends emails - Uses social media - Brings his passport - Brings his guidebook - Brings his digital camera - Brings his travel journal III] III] Shop & Purchase - Talks to a travel agent - Compares itineraries - Feels excited - Feels anxious - Buys travel insurance - Feels comfortable - Books the vacation Return & Memories - Reads his journal - Emails with the travel agent - Uploads and prints photos
  85. 85. Dream & Research - Writes in his journal - Refers to his guidebook - Writes notes - Sends emails - Uses social media - Brings his passport - Brings his guidebook - Brings his digital camera - Brings his travel journal
  86. 86. ‘k 5 : ra - Shop & Purchase - Talks to a travel agent - Compares itineraries - Feels excited - Feels anxious - Buys travel insurance - Feels comfortable - Books the vacation
  87. 87. Depart & Destination - Writes in his journal F - Refers to his guidebook fl - Writes notes - Sends emails - Uses social media - Brings his passport - Brings his guidebook q - Brings his digital camera - Brings his travel journal
  88. 88. Return & Memories - Reads his journal - Emails with the travel agent - Uploads and prints photos
  89. 89. Low Med High _ Compare Q 0 The customer who would sometimes contact someone 0 wt for travel advice and assistance. Share 0 E Organize 0 Q She takes pride in her ability to research and coordinate the many variables that go into planning a successful trip. Behaviors - Searches the internet or a website - Reads reviews - Gets ideas from friends, family & TV - Shares travel planning - Organizes email, links, documents - Goes directly to a vendor site to book - Purchases trip activities (before trip) - Posts photos - Posts updates to social media - Gives feedback - Archives trip materials for future trips
  90. 90. Dream & L M d H h OW E 'g Research Compare Q Q (E B O —r - Watches TV - Sends an email Share 0 Organize Q - Excludes destinations - Makes a list of destinations - Looks up countries Depart & Destination - Refers to her manila folder - Adds items to the folder - Posts to Facebook - Sends an email - Goes through her photos L‘! - Brings her passport - Brings her laptop - Brings her manila folder I B -7 ? Shop & Purchase - Returns to a website - Calls a hotel directly - Talks about activities - Speaks with a "specialist" - Looks for packages - Places a reservation - Emails links - Gets feedback - Cancels rooms Return & Memories - Receives and fills out a survey - Gives feedback - Saves her manila folder
  91. 91. Dream & Research - Watches TV flu - Sends an email - Excludes destinations - Makes a list of destinations - - Looks up countries
  92. 92. ll . '1. -vii u"‘: .C‘C"3 | —J'% "". «‘I - Kan. .-b; Returns to a website A Calls a hotel directly some ‘ A Talks about activities Speaks with a "specialist" ions Looks for packages Places a reservation Emails links Gets feedback Cancels rooms
  93. 93. Depart & Destination - Refers to her manila folder - Adds items to the folder 6 - Posts to Facebook I - Sends an email - Goes through her photos - Brings her passport - Brings her laptop - - Brings her manila folder
  94. 94. Return & Memories - Receives and fills out a survey — - Gives feedback - Saves her manila folder
  95. 95. Low Med High Tamara o o The travel customer who will never contact someone Sham O O for advice or assistance in travel planning. Organize O 0 She is diligent about thorough research and planning, pp FTC utilizing many resources and comparison tools to ~ i K ensure she plans the best trip possible. ehaviors / if - Searches the internet - Gets trip ideas from friends, family, media —' - Purchases or borrows a guidebook L i - Shares travel planning - Organizes documents - Compares multiple booking sites - Brings a tablet and/ or laptop j - Purchases trip activities (during trip) j i - Organizes and shares photos j - Creates an album on Facebook i
  96. 96. Low Med High O Share 0 C) Organize 0 :9. Compare Q3 -7 I3] I Dream & Research - Thinks of going - Returns to a bookmarked website - Looks up destination - Skypes with her friend - sends and email - Goes to library - Gets passport - Visits travel. state. gov Depart & Destination - Refers to her spreadsheet itinerary - Decides to do an activity at the last minute - Brings her passport - Brings her iPad - Brings her manila folder - Sends an email Shop & Purchase - Goes to booking website - Compares prices - Emails about tickets - Emails and texts activities - Feels worried - is aware of prices - Saves the flight itinerary - Books the flight - Prints a copy Return & Memories - Culls through photos - Posts to Facebook - Uploads photos to sharing site - Creates a photo album - Shows photo album
  97. 97. Dream & Research - Thinks of going - Returns to a bookmarked website - Looks up destination - Skypes with her friend - sends and email - Goes to library - Gets passport - Visits travel. state. gov G‘
  98. 98. Shop & Purchase - Goes to booking website - Compares prices - Emails about tickets - Emails and texts activities - Feels worried - Is aware of prices - Saves the flight itinerary - Books the flight - Prints a copy
  99. 99. Depart & Destination - Refers to her spreadsheet F itinerary fl - Decides to do an activity I at the last minute - Brings her passport x - Brings her iPad j - Brings her manila folder - Sends an email
  100. 100. Return & Memories - Culls through photos q - Posts to Facebook - Uploads photos to sharing site - Creates a photo album - Shows photo album
  101. 101. A Content that 6 drives decisions
  102. 102. Content that drives decisions
  103. 103. r . f:n: foirrna'ti. on Souirces iii’~’PL I Ilisiillir. Radio I j. ... . » 11.‘) CUNTENT/ :7 TV r W PAID L J'’”“, _/; 7 . ~ - it c “M” "fiExi>Eiiii-: iici: 3 ». c,, m,, ,,t . , _ , ij‘rwiewsi1:s: ;«: PmmonnmL/ I ‘ A I xx/ _,, -._» y ' L‘? ~ H rwimr’ ' v i , ‘ ‘ ‘ 1, / 7. fracaiiuoifi-. am .1 . 'rourui: e V: —. __j V. '9,“ ‘i P 2 Mr‘ F OWNED . ... .. . /’ L, ,i 7 ' (: E C website Vouiihe Ix /1} vs éj'w-:13 Biol §: § ) / xi‘
  104. 104. - 7 resort property brands - Peer destinations throughout the Caribbean region - Looked at: - Social media: Facebook, Twitter, Instagram, Youtube - Public relations: Meltwater - Review sites: TripAdvisor
  105. 105. Findings opportunity to differentiate, through B i varied content P *3 % E R - Public relations coverage analysis c . L» . ( X . . . 4% fl iii A iii showed vastdiscrepancyin time, money invested I i E‘ - Consumer review sites are over- ‘ ‘ saturated and do not differentiate - Majority of resort brands try to be everything to everyone, offering little or no unique promise. - Social media offered largest
  106. 106. How can content truly differentiate? - Variety in voice - Strategy for placements - Innovation with formats
  107. 107. EARNED OWNED Blogger Content?
  108. 108. A journey of a thousand miles must begin with a single step. 99 - Lao Tzu
  109. 109. Catch their eye, keep their attention
  110. 110. Silent format video Cinemagraph Animated GIF
  111. 111. r‘ j I" ' I 1]? ) 8- - Search drives consumer choice in early planning stages - Content must meet needs of consumer throughout all stages - Content platforms must enable consumer- generated content discovery, creation, sharing - Content volumes demand innovation, diversity, uniqueness - New media formats can enable discovery and engagement
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