Trends in Tourism Marketing - Michael Gaudio

Mega trends for 2015

top two trends

for 2015?

INSPIRATION

RESEARCH

PURCHASE

inspiration

Digital and personal sources are critical in travel

inspiration

Sources of Inspiration

Family, friends or colleagues offline

Internet

TV

Family, friends or colleagues online

Magazines/ newspapers

Informational brochures

Books

Radio

Travel agents

Travel groups

800 or toll-free number

Other

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

2014.

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.

“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

Rely on

influencers Rely on the

masses

tomorrow’s to dos

inspiration research booking

❑Think about what

digital content you

have for your

brand.

❑How can this

content be shared

to reach your

target audience?

research

57% of travelers always

start travel booking and

shopping process with Search

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

Online videos are viewed throughout the travel

journey, particularly while decisions are being

made

When travel videos are viewed (Among travelers who watched/commented on travel-related video)

When thinking

about what type

of trip to take

When choosing

a destination

When looking for

ideas of activities to

do at a particular

destination

When deciding on

accommodations at

a particular

destination

When deciding

which website

to book on

48% 61% 62% 50% 32%

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

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

74% of travelers watch

videos related to an

interest or hobby

tomorrow’s to dos

inspiration research booking

❑Think about what

digital content you

have for your

brand.

❑How can this

content be shared

to reach your

target audience?

❑Think about the

interests of your

target audience.

❑Do you have video

content that speaks

to your future

traveler?

booking

INSPIRATION

RESEARCH

PURCHASE

47%

39% 27%

Source: Google/Ipsos, Industry Multi-Screen Study: Travel, 2013. Base: Use Smartphone for Travel (2034). Q. Please think about how you used the

Internet to gather information for your personal or leisure trips in the last 6 months. Which device(s) did you use during each of the following phases?

Methodology Note: All participants were screened-in on category-specific bookings, use of Internet as a resource for travel and general smartphone usage.

$6B $40B

Source: PhoCusWright, “US Online Travel Overview 13th Edition,” 2013.

tomorrow’s to dos

inspiration research booking

❑Think about what

digital content you

have for your

brand.

❑How can this

content be shared

to reach your

target audience?

❑Think about the

interests of your

target audience.

❑Do you have video

content that speaks

to your future

traveler?

❑Think about how

you can simplify

the mobile booking

process.

❑Do you have a

mobile site that

allows users to

click to call or

book?

so what?

INSPIRATION

RESEARCH

PURCHASE

Thank You!

Source: PhoCusWright, “US Online Travel Overview 13th Edition,” 2013.