Your Digital Travel Marketing Compass
Broad strokes are great for painting a large canvas, but not for understanding the nuances of digital behaviour. We zoomed Google’s data in to how digital engages with micro-moments in order to better serve our travel marketing clients. A micro-moment is when we reflectively turn to a device to act. Need to know something or want something you automatically Google it – that’s the micro-moment!
The 4 stages of travel micro-moments
→ I want to get away moments
This could be a result of day-dreaming, stress at work, or thinking of going to a family wedding, or business function.
→ Time to make a plan moments
You start calculating your leave dates, phone the dog-sitter and look at travel options and destinations.
→ Let’s book it moments
The dream is now a reality. You book your ticket and accommodation and if need be sort out passport/visas and foreign currency. (If it’s a beach destination you may just pop into a Tan-Can so you don’t look like a ghost in a swimming costume).
→ Can’t wait to explore moments:
You’ve arrived, sleep is a waste of time and you can’t wait to soak in your beautiful holiday.
Digital is the Travel Marketing Star
What all four travel micro-moments have in common is: Digital. 67% of travellers are more likely to book with a brand that provides relevant information to the destination they’re interested in. Remember less is more! Don’t overload the user with surplus information, this can create avoidant-behavior.
So what information do you provide and what role does video play in these travel micro-moments? Google has put the data under our microscope to offer you a detailed analysis. Read more in our Travel Marketing Micro-moments Guide. Download below: