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The Evolving Travel Shopping Journey
October 27, 2016 #EvolvingTravel
and Its Impact on Direct Bookings
Meet Our Speakers
Chris BlaineVP, Sales & Account ManagementSojern
Ed St. OngePresidentFlip.to
Ellis ConnollyChief Revenue OfficerTrustYou
Charlie OsmondChief TeaseTriptease
David ChestlerEVP Global Enterprise Sales & Business DevelopmentSiteMinder
Joey EganVP, MarketingLeonardo
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
A World of Pure Imagination: Searching for Travel Inspiration
11:15AM – 11:45AM ET #EvolvingTravelKurt Weinsheimer, SVP Property Solutions, SojernEd St. Onge, President, Flip.to
The Undecided Traveler
of leisure travelers haven’t decided on a specific destination
1/3of 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
Searching To Be Inspired
Over
YouTube visitors/month are travelers
100 million
Source: Google, 2014 and 2016
Driving Direct: Identify and Targeting Travelers
Chris BlaineVP, Sales & Account Management, Sojern
Click to add Image (optional)
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
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.
We know, everyone struggles to prove the value of branding here.
We also know, thateveryone wants to win here.
And finally, we know that isWhere hotel suppliers can
Can dominate the experience.
Post HolidayExperiencePurchaseResearchInspiration
The Customer Journey Looks Linear, But Isn’t
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 yearNote: 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]
[source: Google]
46% of mobile travellers make booking decisions on but complete on another device.
Mobile is used throughout the traveler decision journey
So, how do I reach the right customer at the right time with the right message?
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 yourcompetitor’s customers
Being there drivesbrand awareness
You Can Only Win if You Show Up
Tools to Reach Travelers Online
OTA / MetaSearch Display
Programmatic Display AdvertisingBidding 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
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.
Using programmatic ad serving platforms and real-time bidding, you now find and target highly relevant audiences when and where they are online.
300x250
160X
600
1200x627
600x315
300 x 250
728 x 90
Now: Target the Traveler, Not the Travel Site
Prospecting & RetargetingLeverage Both to Maximize Results
ProspectingEstablish brand consideration with new prospects early in the purchase funnel.
Retargeting98% of visitors will not convert on their first site visit — retargeting brings them back.
Discover
Plan
Book
1 2 3Prospecting: 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.
1 2 3Retargeting: Turn Lookers into Bookers
A visitor lands on your site and shops, but doesn’t convert.
Later, the visitor surfsother sites on the web andSojern serves her your ad customized to her interests.
Reengaged with a relevant offer, your visitor comes back to your site to book.
40%
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.
65% of same day hotel reservationsare 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
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
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
A World of Pure Imagination: Reaching & Inspiring Travel Shoppers
Ed St. OngePresident, Flip.to
Click to add Image (optional)
Content Marketing through StoriesThe money tree that hotels have neglected to water
— Robert McKeeMcKee 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.”
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?
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”
“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)
Every stay leads to a richer story to tell.
Airbnb knows the value of stories
• 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’ strategyMost of the inspiration phase is done on mobile.
Bring true hospitality back to the forefront of your marketing strategy
Edward St. Onge • President • http://flip.to
Stories travelYour 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.
Up Next Making a List and Checking It Twice: Travel Research, Planning & Validation
