The planning stages of travel present marketers with an excellent opportunity to sell consumers on their brand. Think with Google has done extensive research on these travel “micro-moments” and offer us some insight on what travelers are thinking and figuring out as they plan their trips. This information can help travel marketers as they try to capture the interest of these consumers in this important stage in the travel process.
When leisure travelers first start thinking about a trip, 78% have not yet decided what airline they will fly with. Additionally, 82% have not chosen the accommodation provider they will book with. This leaves plenty of room for travel marketers to make an impression and turn lookers into bookers as the they start planning their trip and browse different options.
In this stage, 67% of travelers are more likely to book with a travel brand that provides relevant information for the destinations they are interested in. This tells us that personalization can increase conversion as consumers are looking for content tailored to their specific interests and preferences.
Also important is the type of things travelers are looking at in this phase of the planning process. Prices, hotel reviews/pictures/cost/availability, flight length, travel schedules and activities in the destination all influence consumers’ decisions.
Taking advantage of these early stages in travel planning is a great way to educate consumers on what you are selling. Then, taking their concerns into consideration and personalizing content based on their wants and needs can help you to increase bookings online and potentially, gain a loyal customer.
IcePortal helps clients manage and distribute visual content to over 11 million unique visitors a month on 1,000s of travel and local websites around the globe in nine languages. To know more about us visit our social profiles on Facebook, Twitter, LinkedIn or Google+; visit ICEPortal, or give us a call at (+1)954-893-6778. We would love to hear from you!
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