CLIA Webinar: Travel Blogs - what role do they play in a traveller's decision making process

travel blogs: what role do they play in a traveller’s decision making process?

@garybembridgetipsfortravellers.com

marketer, blogger & writer

topics: why blogs are important for engaging with

customers how to write a travel blog yourself how to engage with bloggers

what is a blogger?

(1) Long-form multi-media content + (2) micro-blogging social media campaign creators

Site containing the writer’s own experiences,

observations, opinions

person who keeps and updates a blog

Why work with blogs and bloggers?

growing use & importance (40%)proven to influence (88%)real life advice & tips to complement otherscreate multi-media contentdeliver specific & niche audiencesengaged and interactive audiencesmay be existing advocates

what are travellers looking to get from blogs?

travel habits influences content needstravellers do not travel that much…

Source: Survey Monkey Study March 2013: Travel Content Usage Survey (276 Internet User Travellers. 176 Bloggers)

travellersUnder 6 weeks / year

80%40%

70% of readers want

“real life, first hand advice &

tips”to get most out of travels

want to reduce risk

Entertain OnlyChanged Mind

Drove Specific Choice Reinforced or

Confirmed

2235

4755

88% say blogs influence final travel choice

Source: Survey Monkey Study March 2013: Travel Content Usage Survey – Gary Bembridge / Travel Bloggers Unite. 276 respondents.

traditional sources can inspire and create desire, blogs can make or break a decision

blogs are important for engaging with customers: complements traditional content helps reduce risk & get most out of travel with real life, first hand advice & tips influences their final choices

how to write a travel blog?approach and content you need(or to look for in blogs you work with)

most trusted sources of travel information:Why trust them more than others?

Well Informed

Not driven by commercial considerations

Honest, not gloss over negatives

Familiarity. Know them, comfortable using, proven reliable

30

36

37

48

Unbiased & Honest 48%

Main reason travellers read blogs?

Opinions of Others 58%

Real Life Experiences 47%

New Ideas/ Inspiration 34%

Source: Survey Monkey Study March 2013: Travel Content Usage Survey (276 Internet User Travellers. 176 Bloggers)

helps reduce

risk

Inspire

Giving travellers what they want:Top 3 most helpful content?

54%money saving

52% accommodation

48% general advice

13% 17% 36%

Source: Survey Monkey Study March 2013: Travel Content Usage Survey (276 Internet User Travellers. 176 Bloggers)

ensure your blog or blogs you work with have right content

top 5 content: travellers vs. bloggers

Money Save TipsAccom Tips

General TipsDestination Reviews

& Tips Attraction Reviews

5452

4846

39

13 16

35

45

21

Blog Readers Bloggers

Giving travellers what they want:Top 3 dislikes?

72%pop-ups

60%poor writing

57%advertising

Source: Survey Monkey Study March 2013: Travel Content Usage Survey (276 Internet User Travellers. 176 Bloggers)

Deliver content in user friendly environment

How to write a travel blog: complement other content & advice give travellers content they want help reducing risk and get most out of travels be like a trusted friend: honest, unbiased user friendly environment

how to engage with bloggers?

tipsfortravellers.com/CLIA

engaging with bloggers?

set clear objectivesbuild and follow list of key influencersevaluate bloggers (against 10 key factors)specific proposal with value for themcontract agreementmeasurementbuild on-going relationships

set clear objectives:bloggers are best at delivering

1. awareness building2. reaching specific and new audiences3. recruiting to your social media communities4. driving website referrals5. creating multi-media content6. supporting crisis management / time sensitive7. amplifying traditional campaigns8. SEO activities

build and follow list of key influencers:finding bloggers

1. Ask blogger community2. Invite blogger pitches3. Conferences, Meet-Ups & Travel Markets4. Use Blogger Alliances5. Blogger Associations6. Online Tools7. Top Blogger Lists

evaluating bloggers:ten key factors to assess

1. Traffic2. Audience3. Longevity4. Strategy & Plan5. Activity Level6. Look & Speed7. Engagement levels8. Social Amplification9. Balanced Coverage10. Case Studies and Results

some things to remember bloggers provide multi-media & social media content.

travellers use blogs to reduce risk in their travel decision-making.

blogs are influential in driving traveller choices.

Bloggers can and should complement traditional sources – not replacing them.

have clear objectives and measures (some things bloggers best suited to deliver).

assessing and establishing a relationship takes time and effort.

contract with bloggers before any activity to ensure both sides understand what is expected and how it will be measured.

Further reading

tipsfortravellers.com/CLIA