Travel brands need to do more to elicit an emotional response from consumers and be more memorable, delegates at an Accord half day conference hosted by Google were told.
Ruairidh Roberts, industry head at Google Search,says “Travel brands need to do more to elicit an emotional response from consumers and be more memorable” This in the opening statements of his talk to delegates at an Accord half day conference hosted by Google. He added that “regular reach with consumers was vital, but seldom happens in travel.”
In the speech where he on behalf of Google Urges Hotels to do More Brand Building, he points out that “OTAs live and breathe in the search space.” But hoteliers are mostly waiting those who are ready for a holiday rather than being with them all year.
“Be creative, be consistent and create memories, he said ” The way you grow brand share is regular reach with buyers in your category.”
Google itself a brand executes marketing strategies based on four key factors “that reflect where customers are in their purchase path: See, Think, Do and Care.”
‘Care’ is for travellers who have purchased. ‘Do’ and ‘Think’ people who are poised to purchase and the ‘See’ stage is were hoteliers can build brands.
Roberts cited Google’s YouTube video sharing platform – and building content to engage with consumers. PPC and SEO are also important to the ‘See’ but video and social are actualy more influential in building brands at the see stage.
That makes a lot of sense as its more about giving than asking for the order in the early stages of travel planning.
A Example of how video can build trust and brand integrity is what Turkish Airlines did with a YouTube video showing Barcelona football star Lionel Messi with basketball legend Kobe Bryant.
A follow-up TV ad capitalized on the ‘Selfie’ craze and reinforced the airline’s message and brand without overtly selling tickets.
The results was a 14% increase in brand reach between 2012 and 2013.
“What you gain in brand recognition over a four quarter period is double what you would expect if you just stick to direct response.” He Added
Source: Google urges travel brands to ‘See’ the value of brand building – Travolution.co.uk