Understanding Behavioral Differences in Tourism And Travel Shopping can boost Bookings.
You will need to register and down load this report but it is well worth registering for it. The report examines behavioral differences between leading retail and travel companies. Conversion rates and purchase cycles vary greatly between the travel and retail sectors and the insights unveiled in this report illustrate a clear opportunity for travel businesses to boost conversion rates by delivering customer experiences that are underpinned by data driven insights. Its exactly what is behind the latest revolution in Visual Marketing Technology created by AXSES for tourism Destinations, See Our previous blog on that here >>
The key insights included:
– The mobile visitor presents a greater opportunity for travel businesses
– The typical media mix for a travel business differs greatly to that of a retailer
– Site search is critical for travel businesses but smarter user segmentation is required
– Cart abandonment offers travel websites a huge opportunity compared with retail
– First impressions are especially important for travel sites as they need to make their customers return
– Travel visitors repeat purchase more quickly than retail
Understanding the sales funnel with these tips in mind will make a hugh impact on conversion and bookings!
Online travel agents and the growing quest for personalization.
Tnooze says “Despite it being universally accepted that customers are looking for a personalized offer, very few booking engines yet ask different or more specific questions”.
Well that’s not the way to do personalization, it’s not necessary to interrogate visitors to your site. Hey guys! this is the digital age of intelligence: Get with it. http://Realholidays.com been doing personalization with tracking and AI since 1990. It was as we was then called an expert system, that learned as people used it. Smart!
The New trend in booking and travel planning is Visual and the leading solution is based on personalization; it to uses user history to profile shoppers and match them to the very best options. See our post here >>>>
How hotels own the ‘stay’ to drive personalisation to new levels | Travel Industry News & Conferences – EyeforTravel.
We have shared a number of articles on personalisation in the last month, this one takes the view that hotels can step ahead of the OTAs by being really personal, and it starts long before the stay. Read on for full detail. And check out our slidesshre on travelshopping
How news sites are boosting ‘stickiness’ with personalisation | Media news | Journalism.co.uk.
Today we are inundated with a wealth of information in every form but particularly so in the online media. As a result, “demand for relevance in content is increasing”, digital strategist Nic Newman told Journalism.co.uk. “People feel overwhelmed so they really feel they need tools to help filter out the noise,” Newman said, adding that today “personalization is easier to do, cheaper to scale and deliver”.
Personalization, may be as simple as taking into account where the reader is and offering them news and services based on that location. A persons browsing footprint is another way information is being personalization, and that is one that Google has been perfecting for some time. Just as it has done with with a searchers social network, pulling relevant reviews and comments from fans and friends of fans. Deeper trends include offering personal pages for followers including personalized mobile or tablet apps, and in some cases a or completely personalized social reader.
In Travel we see new travel planning tools like Realholidays.com dynamic packaging systems which analyses the traveler from their choices and matches them up with properties that have similar traits.
And more recently with dynamic bookings and planning based on personalizing the content on the fly and rendering it in highly intuitive and visual format, immediately. These systems are based on users own interaction with immediate visual results, responding to every nuance in preferences.
Its all getting pretty complex and philosophical, see more on how personalization is hitting journalism.
For more on the latest visual communication in travel click here >>.
The Website Strategy Process is a set of techniques and a system for perfecting your website presence and positioning to gain trust and build brand integrity. It was developed and perfected by the Power Marketing Consultant Network as a way to amplify your brand website for digital marketing.
Bonus Summary of Chapter 5 explains what the Website Strategy Process is and why you need it. Click image to go to the strategy.
Messaging, Hot Buttons & Website Strategy Process
In website design process, you will learn that websites today are your brand representation. It’s important that it represents you design-wise with graphics, photography and videos that tell your story. It is the message that is important. Too often website designers get this wrong and put image first. It is the message that counts. Click here to learn more about strategic messaging for you website.
The message is layered; it is never a simple tagline. That is an important part of the brand. But the message is weaved into the site navigation. It starts with hot buttons, which are the few critical things that shoppers must know immediately.
Typically, the Hot Buttons are related to Benefits, Comparison and Objections – three critical points of navigation. You can control the flow and direct travellers through your pages by building on these hot buttons. On Page One, the message is concise and the details follow the links (navigation). Few hoteliers try to compare prices but shoppers will want to know how you compare to others. It’s a good idea to explain clearly what category you are in and provide some idea of how you compare. The Bonus looks at some case studies of how this is done.
Book Direct Strategy & Website Strategy Process
The objective for many hotels and tourism marketers is to get more direct bookings. It’s not always the case, as the market intermediaries are vital. Online travel agents don’t really need your help and you probably can’t compete with them. Nevertheless, if a user comes to your website directly, you will want to convert them by using the strategies and resources noted in the Website Direct Booking Strategy.
The unfortunate reality is that most travellers who visit your site will not book. On average, travellers will visit 24 or more sites and get into a real muddle, often forgetting which site they visited.
For these travellers, you have got to make them Aware of the advantages and features of the destination. You need to build Interest and Desire. Your strategy is to filter early stage browsers off to Learn More pages. You use the same messaging idea but now the hot buttons (Learn More) may have more to do with the destination and why they should come to your island, city, country or destination. Your website should have lots of content to help them see the advantages of visiting your location. These are collateral pages described in the Bonus.
Strategic Thinking & Personalisation
Travel is highly emotional. Physiology plays a huge part in what people like and how they choose hotels and destinations. It is all about personalising and fitting the experience to the personality. The Website Strategy Process goes into all of this and more. Learn More here >>
For the PDF eBook on the Web Strategy Process, Go Here >>
Source: How smaller travel brands can ride the personalization wave | PhocusWire
In this article Phocuswire does away with all the excuses small hotels and tourism operators face when trying to market in digital media. There are many obstacles, not least of which is the predominance of huge players that dominate the landscape. It’s time they say to get over the obstacles and focus instead on “How Small Travel Brands Personalize Vacations ”
They suggest that independent work with Influences to personalize, make optimal use of their websites and think small. Apparently Millennial’s are all-in travel enthusiasts and show a preference for texting and emails. They want to know more about the quirky, out-of-the-way, authentic and character based elements of a destination”. Email is one of the very best way to reach help them discover who you are.
Its a matter connecting the persona of your property with the travelers personal interest and character.
More people Travel than Ever Before
Travelers are taking vacation more than ever before. this is good news fir hotels and accommodation of all sorts. Its good news for Hotel Marketers and for tourism operators and destinations. But their are many options and getting on top of a bucket list takes focus and engagement at each step of the journey. Most importantly hosts need to “understand what journeys were most preferred by visitors. Host need to find the elements of those journeys had breakage or hurdles to conversion”. With this information one can optimize the connections between their own campaigns and website and set the stage for personalization along the way.
“Travelers ultimately want a relevant experience, and the best way for marketers to provide it is to put personalization first.” Source Phocuswire
Research Shows Personalisation Increases Conversion
The latest findings by Monetate’s Ecommerce Quarterly Report provides compelling insights into how this works. It found that customers who were exposed to 3 pages of personalised content had double the rate of conversion. When exposed to 10 Personalized pages the rate increased 10 fold.
For this to work one must truly understand the travelers journey and be able to infer needs from behaviour. Websites are not designed this way and instead gives traveller endless choice to wade through. Travelers want recommendations not more choice.