The Evolving Travel Shopping Journey: Searching for Travel Inspiration
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In part 1 of our Digital Marketing Summit for hoteliers, Chris Blaine, VP, Sales & Account at Sojern and Ed St. Onge, President of Flip.to disscuss how the inspiration phase of the travel shopping journey impacts direct bookings.
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The Evolving Travel Shopping Journey: Searching for Travel Inspiration
- 1. The Evolving Travel Shopping Journey October 27, 2016 #EvolvingTravel and Its Impact on Direct Bookings
- 2. Housekeeping Darlene Rondeau VP, Best Practices, Online Merchandising, Leonardo darlene.rondeau@leonardo.com
- 3. Follow: @VFMLeonardo Tweets & Questions: #EvolvingTravel Tech Support: marketing@leonardoworldwide.com
- 4. Meet Our Speakers Chris Blaine VP, Sales & Account Management Sojern Ed St. Onge President Flip.to Ellis Connolly Chief Revenue Officer TrustYou Charlie Osmond Chief Tease Triptease David Chestler EVP Global Enterprise Sales & Business Development SiteMinder Joey Egan VP, Marketing Leonardo
- 5. The Travel Shopper’s Journey Travel industry has one of the most complex digital landscapes 3 phases of the shopping journey: Today we’ll look at 7 phases of the shopping journey – Inspiration, Research, Planning, Validation, Booking, Travel & Sharing Source: Millward Brown Digital on behalf of Expedia MediaSolutions, 2016 Share of Influence During Each Phase of the Travel Shopping Journey
- 6. A World of Pure Imagination: Searching for Travel Inspiration 11:15AM – 11:45AM ET #EvolvingTravel Kurt Weinsheimer, SVP Property Solutions, Sojern Ed St. Onge, President, Flip.to
- 7. The Undecided Traveler of leisure travelers haven’t decided on a specific destination 1/3 of leisure travelers haven’t chosen the accommodation provider they will book with 82% of travelers more likely to book with brand that provides relevant destination information 67% Source: Google, 2016
- 8. Searching To Be Inspired Over YouTube visitors/month are travelers 100 million Source: Google, 2014 and 2016
- 9. Driving Direct: Identify and Targeting Travelers Chris Blaine VP, Sales & Account Management, Sojern
- 10. On average, on any given night, only 15% — 25% of guests at a typical independent hotel are repeat guests, the rest are first-time guests. - Hebs Digital
- 11. It’s Hard for Travelers… The average number of sites a traveler visits before booking their trip How much MORE time a traveler spends deciding on a hotel than booking a flight. The percentage of people who are frustrated with the amount of time and effort required to plan a trip.
- 12. We know, everyone struggles to prove the value of branding here. We also know, that everyone wants to win here. And finally, we know that is Where hotel suppliers can Can dominate the experience. Post HolidayExperiencePurchaseResearchInspiration The Customer Journey Looks Linear, But Isn’t
- 13. Mobile overtook Desktop last Christmas and is forecast to reach over 45% of Queries this Summer and to overcome Desktop early next year • 50% of Mobile Queries last Christmas • Mobile forecast to grow at 30% • Mobile Share expected to reach 45% over the Summer • Mobile to overcome Desktop next year Note: Based on Accommodation Queries in the UK. “The forecasting result generated is a prediction based on historic trends by applying a mathematical algorithm, and therefore does not reflect actual trends in the future [source: Google]
- 14. [source: Google] 46% of mobile travellers make booking decisions on but complete on another device. Mobile is used throughout the traveler decision journey
- 15. So, how do I reach the right customer at the right time with the right message?
- 16. Many consumers aren’t brand committed [source: Google] of smartphone users have discovered a new company or product when conducting a search on their smartphones smartphone users have purchased from a company or brand other than the one they were seeking because of information provided in the moment they needed it. Showing up in mobile search ad results can increase unaided brand awareness by an impressive 6.9 percentage points, or 46% You get a shot at your competitor’s customers Being there drives brand awareness You Can Only Win if You Show Up
- 17. Tools to Reach Travelers Online OTA / MetaSearch Display
- 18. Programmatic Display Advertising Bidding on an impression in real time to show one specific ad to one consumer in one specific context at the right time $22 BILLION 2016 ad spend on Programmatic
- 19. Then: Content-based Online Advertising You used to advertise on websites you thought your customer might visit. Much like billboards, you hoped your customers would be one of the millions to see it.
- 20. Using programmatic ad serving platforms and real-time bidding, you now find and target highly relevant audiences when and where they are online. 300x250 160 X 600 1200x627 600x315 300 x 250 728 x 90 Now: Target the Traveler, Not the Travel Site
- 21. Prospecting & Retargeting Leverage Both to Maximize Results Prospecting Establish brand consideration with new prospects early in the purchase funnel. Retargeting 98% of visitors will not convert on their first site visit — retargeting brings them back. Discover Plan Book
- 22. 1 2 3 Prospecting: Attract New Travelers Identify user that appears to be in-market for a hotel through first and/or third party data. Later, the visitor surfs other sites and sees your ads. Inspired and engaged, potential traveler comes to your site to book.
- 23. 1 2 3 Retargeting: Turn Lookers into Bookers A visitor lands on your site and shops, but doesn’t convert. Later, the visitor surfs other sites on the web and Sojern serves her your ad customized to her interests. Reengaged with a relevant offer, your visitor comes back to your site to book.
- 24. 40%
- 25. Value the View-Through Action Excluding view-through actions targets only the 2% “clicker” population – ignoring the remaining 98%. By only focusing on CTAs, you lose reach and miss opportunities to influence users. Adding view-through actions optimizes your campaign to your entire audience, not just clickers.
- 26. 65% of same day hotel reservations are made from a smartphone. With so many bookers doing so on mobile, if you don’t have a mobile-friendly experience you’re losing travelers and conversions. - Statistics Brain
- 27. Tips For Mobile If the button is too small or hard to find, you will lose a potential guest Use a responsive design website 47% of people expect a mobile web page to load in 2 seconds or less Don’t Create Your Own App Make Offer Boxes Mobile Friendly Don’t Have Long Load Times
- 28. Driving Direct: Reaching Customers Wherever, Whenever Consumers have moved to multi- device from dreaming to bookings The Traveler Purchase Funnel has been twisted into a the Traveler Purchase Maze Leverage digital tools to reach today’s all-digital consumer
- 29. Thank You! Chris Blaine VP, Sales & Account Management chris.blaine@sojern.com
- 30. A World of Pure Imagination: Reaching & Inspiring Travel Shoppers Ed St. Onge President, Flip.to
- 31. Content Marketing through Stories The money tree that hotels have neglected to water
- 32. — Robert McKee McKee Story Seminars “By telling a story as a marketer, you’re inserting, like a Trojan horse, a story into a mind that loves stories. And now you’ve got a chance to get [your audience] to do what you need them to do.”
- 33. Content marketing is the art of creating, curating and distributing relevant and valuable content to attract and retain a targeted audience. It helps a company build trust, loyalty and engagement with an audience, which leads to increased business. Slide courtesy of What is Content Marketing?
- 34. Slide courtesy of • That’s what differentiates content marketing from advertising. • It’s information that people actually want to find, consume and share. • It’s useful and helps consumers learn something and become better travelers. • It inspires people – to travel, to explore, to experience. • It’s authentic, not promotional. The Key Word Is “Valuable”
- 35. “The classic advertising technique, that literally goes back to Benjamin Franklin, has been bragging and promising. What [successful companies] have smartly realized is that the Millennial generation and Generation Z coming up behind them have an adverse reaction to bragging.” — Robert McKee (the world’s foremost educator on brand storytelling)
- 36. Every stay leads to a richer story to tell.
- 38. Airbnb knows the value of stories
- 40. • Look at your website, email, and social with fresh eyes: Are you infusing content that tells a story? • Coupons ≠ content. Instead collect and use photos, videos, and real guest quotes instead. • Ask yourself: Are really selling the dream, or are you selling a ‘check list’? • Use appropriate calls-to-action in the inspiration phase. Nurture travelers into becoming future guests. • Adopt a ‘mobile-first’ strategy Most of the inspiration phase is done on mobile. Bring true hospitality back to the forefront of your marketing strategy
- 41. Edward St. Onge • President • http://flip.to Stories travel Your guests have incredible stories to tell, and huge global audiences who are listening. Make their stories an integral part of your story, and turn meaningful moments into measurable ROI.
- 42. Up Next Making a List and Checking It Twice: Travel Research, Planning & Validation
Notes de l'éditeur
- Consider this statement. Given this, what’s the biggest challenge for hotels, its getting new customers…. Just when you thought you could focus on managing your hotel and providing a great service, you need to now turn into an expert marketer. Sweet.
- First off, to attract travelers, you need to understand them and meet their needs.
- The online funnel is now more like a maze – people jumping devices, researching in micro-moments and on the run.
- When Display Advertising first arrived, you would buy inventory on sites you thought a traveler might go. This: Pitted you against big-name companies Drove higher prices for limited inventory Was in-effective. Often by the time the traveler visited that site, they knew were they were going to go. Didn’t allow you to track the success of your marketing and advertising Just like billboards, you put up your advertising in the hopes it would reach the right customer.
- Today, you no longer need to guess what sites your target customer might visit. With programmatic display advertising, you go to where your customers are, not where you think they will be. Now, with Programmatic and Real-Time Bidding, you can reach travelers wherever they are and on their favorite sites. This: Reach travelers where they browse, on their favorite sites. Drives a more effective 1:1 conversation with your traveler Ensures you’re reaching your customer: those who have shown intent to visit your destination, and a history of staying at independent hotels Allows you to track the effectiveness of your campaign Puts your message in front of the traveler at the right time, with the right message Can help persuade the traveler’s decision early in the purchase funnel Ensures you’re only paying to serve advertising to your customer – no “spray and pray”
- Number 1 attribution model for hotels was none and accounted for 40% of the sample size, next dominant was last click (24%), which came about as a result of search, you pay based on a click so lets measure based on clicks… Problem is we are excluding a very important audience here by just looking at that as a measurement metric in display advertising.
- Significant data shows us that the audience that clicks does not equal the audience that converts. Then 1. Then 2. …... And you ignore the exposed audience that sees your ad but navigates to your site and converts independently.
- Hotels have an opportunity to make a massive shift in marketing that pushes the odds of winning in the early phase of discovery into their favor. All they have to do is nurture, collect, and share the amazing stories that happen every day in and around their hotels. Travelers in the inspiration phase are looking for an answer to ‘Why.’ Why should I choose this destination, why do I want this experience. Why is one neighborhood better as home base for my trip than another? Marketing in this early phase can be incredibly easy if you make your content useful to the consumer first and beneficial to you last. This is not a phase to be heavy handed with hard calls to action and branding. A solid content marketing strategy mixing User Generated Earned content and Professional content can transform your marketing funnel and lead to big returns.
- I like Robert’s Point of view, that a story is like a Trojan horse to insert into your audience minds to get them to do what you need to do.
- I borrowed this and the next slide (with permission) from Veronica Stoddart with Precepture travel. They create professional content to help hotels win in the
- Here is a good example of how Stories can be used to inspire even in advertising
- Worldhotels has realized that inspiration through stories can be incredibly lucrative. So much so that it is now the focus of their overall brand strategy. They realized that winning in the inspiration phase was more cost effective and a way to actually create loyalty with a guest. Not gamified loyalty through points, but actual loyalty. When a guest is inspired by quality content, there is a trusted bond created that carries through the rest of their traveler journey. This trusted bond makes the traveler less likely to be price focused, and more likely to be value focused.
- Wyndham vacations hired Precepture to create professional content to help travelers get inspired to travel to their markets. This content was how to’s, why to’s, and top lists for types of trips. The content was devoid of Wyndham’s branding, and even the site it linked to, was more content-focused than “book now” obsessed.
- That company that you are all freaked out about. They are eating your lunch using basic marketing fundamentals: Stories, Referrals, and inspiration.
- This site is designed to inspire people to travel (Competing before time of transaction). The right content and context at the right time is key.