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Tips on connection planning based on the 5 stages of travel. With case studies.
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24!September!2014!
The(journey(beyond(the(trip(EXPLORING(THE(5(STAGES(OF(TRAVEL(
What(we’ll(cover(today(
! The!5!stages!of!travel!
! Consumer!mindset!at!each!stage!
! Marke?ng!task!at!each!stage!
! Relevant!tac?cs/touchBpoints!at!each!stage!
! Marke?ng!trends!and!case!studies!for!each!stage!
Rising(use(of(internet(in(travel…(
But(offline(influence(remains(strong(
GOAL(Ignite!interest:!Move!from!
thinking!to!ac?vely!considering!
FOCUS(Emo?ve!storyBtelling!to!convey!des?na?on’s!main!benefit!
DREAMING(
Thinking(about(taking((
a(holiday;((open(to(ideas;(weighing(up(opUons(
Where!should!I!travel!to?!How!should!I!travel?!What!trip!is!right!for!me?!
What(content(works(in(emoUve(story(telling?((
CHANNELS(• Posi?ve!PR!• Product!placement/sponsorship!• Branded!content!• Social!media!• Mass!media!adver?sing!• Ambient!adver?sing!• eDMs!• Travel!agent/airline!adver?sing!
Source:!AC!Nielsen!
What(media(are(Singaporeans(consuming?(
TREND:(Ambient(+(Digital(
TREND:(Newsjacking((
TREND:(CiUzen(advocacy(
TREND:(RealZUme(markeUng(
GOAL(Make!it!achievable!and!convey!value!visBàBvis!compe?tors!
FOCUS(Emo?onal!&!Ra?onal:!
Demonstrate!des?na?on’s!value!!
PLANNING(
Decision(made;(seek(
recommendaZUons;(building(iUneraries( What!makes!this!trip!right!for!me?!
Dura9on,!availability,!loca9ons,!unique!features?!!
CHANNELS(• Search!• Travel!websites!• NTO,!STO,!RTO!websites!• Airline,!hotel,!aggregator!websites!• Social!media!• Tac?cal!adver?sing!• Travel!agents/fairs!• Guidebook/brochures!
TREND:(CiUzen(advocacy(
CASE(STUDY:((Great(Australian(Road(Trips(
IUneraries(and(map(integraUon:!
Brochure(request(service:!
GamificaUon(and(socializaUon(of(content:!
TREND:(RetargeUng(
Poten?al!traveller!
Visits!NTO!site!
Leaves!site!Cookies!!on!site!
Sees!trade!!partners’!tac?cal!ads!
Ads!capture!interest!and!lead!him!to!partners’!sites!!
Surfs!web!to!con?nue!planning!
Makes!a!booking!on!a!partner!site!
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?!
CHANNELS(• Airlines,!hotels!(onB!and!offline)!• Aggregator!websites!• Trade!partners!(onB!and!offline)!• Travel!agents!• Travel!startBups!with!!
“disrup?ve”!business!ideas!
ONLINE(BOOKING(CHANNELS(
Singapore( All(countries(
Travel!agent! 18%! 17%!
Airline! 42%! 31%!
Accommoda?on! 30%! 23%!
Booking!website! 19%! 16%!
Tour!operator! 18%! 18%!
Other!online!source! 6%! 8%!
OFFLINE(BOOKING(CHANNELS(
Singapore( All(countries(
Travel!agent! 31%! 28%!
Airline! 17%! 17%!
Accommoda?on! 18%! 18%!
Tour!operator! 20%! 17%!
ProporUonal(use(of(booking(channels(to(Australia:(Singapore(compared(to(average(of(all(countries((2012)(
Source:!TNS!Omni!
TREND:(CollaboraUve(economy(
More(on(collaboraUve(economy…(
TREND:(DIY(trip(customizaUon(
TREND:(Voluntourism(
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?!
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!
Source:!TripAdvisor,!TripBarometer,!January!2013!
Source:!Australia!IVS!2012!
53%!
19%!
17%!
16%!
16%!
TNS!Digital!Life!Singapore!2011!
Singaporeans(share(while(on(their(trip(in(Australia(on:(
CASE(STUDY:(Handy(in(SG(and(HK(
CASE(STUDY:(Tourism(Radio(in(SA(
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.!
CHANNELS(• Social!networking!plaforms!• PhotoBsharing!plaforms!• VideoBsharing!plaforms!• Online!travel!communi?es/forums!
CASE(STUDY:(Puerto(Rico(Tourism(
Thinking(about(taking((
a(holiday;((open(to(ideas;(weighing(up(opUons(
DREAMING(
CASE(STUDY:(Cape(Town(Tourism(
So,(what(are(your((key(takeaways?(
Some(reminders…(
! Priori?ze!stage!of!travel!to!influence!
! Connec?on!planning,!not!media!planning!per!se!
! Invest!in!online/digital!channels…!
! But!don’t!forget!to!integrate!offline!channels!
! Be!inspired!and!have!fun!!
