Twitter tells Travel Tech Show at WTM to target moments not markets in travel.
There are several gems of advice in this roundup of WTM. Targeting moments vs markets is catchy, but not in my mind a sustainable strategy. Moments are transient and markets are more permanent, I do not think that moments identify or sustain a brand. That not to say that it pays to be current and to have some sort of strategy to report on news and events that are specifically related to your brand and your business. Just don’t expect to define your brand in this way.
That said I do like the PhoCusWright Insights. Their “research reveals that the 55+ age group predominantly use PCs for planning but just over a fifth use tablets for destination selection. The 35 to 54 age group, meanwhile, rely more heavily on mobile devices and tablets for destination selection. And, Millennials (aged 18 to 34) depend on smartphone for destination selection, shopping and booking.
Florence Kaci of PhoCusWright, summed it up this way: “Today what is really important is to understand the young population – their behavior, what they do with devices day-to-day, what do they expect, how frequently do they log-in – and based on that define your development strategy.”
For more on Millennials check here