The journey beyond the trip: 5 stages of travel (updated 2014)
- 8. CHANNELS(
• Posi?ve!PR!
• Product!placement/sponsorship!
• Branded!content!
• Social!media!
• Mass!media!adver?sing!
• Ambient!adver?sing!
• eDMs!
• Travel!agent/airline!adver?sing!
- 15. CHANNELS(
• Search!
• Travel!websites!
• NTO,!STO,!RTO!websites!
• Airline,!hotel,!aggregator!websites!
• Social!media!
• Tac?cal!adver?sing!
• Travel!agents/fairs!
• Guidebook/brochures!
- 21. 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!
- 22. 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?!
- 23. 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!
- 28. 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?!
- 29. 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!
- 36. 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.!