the newpath to

purchase

the new

guidebook

Social networking, video or photo sites (Net) 81%

Search engines 57%

Travel review sites/apps 36%

Destination-specific sites/apps 26%

Daily Deal sites/apps 23%

YouTube 35%

Google+ 11%

Which online sources typically inspire you to start thinking

about your leisure trips?

Source: Google’s Traveler’s Road to Decision, 2014.

The promise of Instagram1. Millennials

2. Smartphones

3. In-market

4. Visual

5. If done well, viral

The allure of influencersCole Rise 962K followers

Pei Ketron 875K followers

Foster Huntington 975K followers

Approach 1 - Rely on influencers Approach 2 - Rely on the masses

“Content is king and tourism marketers are realizing that

giving travelers a place to dream about,

even before they are ready to book,

is key to building a brand and relationship

with future visitors.”- SKIFT

especially

the simple

revolution

+121%mobile revenues yoy

more to

explore

#in-destination

The Full Value of Mobile

91% of travelers use their

smartphones on vacation

Source: TripAvisor TripBarometer Study 2013

58%

Source: SKIFT.

of spending still

happens in-trip

so what?

AwarenessConsiderati

onPurchase Loyalty

@GoogleTravel