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Did You Know??
Boomers and Millennials make up more than half of U.S.
travelers. Today we will give some insight on how appeal to
both groups.
I’d like to start by sharing a story about a small hotel … way,
way off the beaten path.
How do You Find a Hotel in a Lost City?
It was 1984. My partner and I were hired to produce travel films thought-out Latin America. When we got to Peru, a featured segment was, of course, Machu Micchu.
It was not easy to get there, and when we arrived, I was surprised to find a small hotel right next to the famous ruins –the Machu Picchu Sanctuary Lodge.
Machu Picchu Sanctuary Lodge
I met the General Manager, and asked him where his guests came from. He opened his guest book – I was astonished to see guests from 11 foreign countries – all in the previous month.
I asked: “How did those guest find the hotel!?” He was very honest. Those of you that were in the hotel business in the 80s can probably relate … He said: “I don’t really know.”
“I Don’t Really Know”
He said … “We print a brochure, I give copies to some tour
operators and Peru’s tourist board. They distribute them to
travel trade show around the world. I guess it must be word
of mouth, but I don’t really know.”
That was the reality for all small and independent hotels –
that is, before the internet. Hoteliers would create their
own brochure, or be part of a co-op in a bigger brochure,
and hope it to get bookings. It was a one brochure fits all
world.
Thanks in large part the internet, being found is a lot easier.
Photos were important when printed brochures
dominated, and they’re even more important on the
internet. Case in point …
Sanctuary Lodge – Home Page
This is the current website for that small
hotel in Machu Picchu. What do you
notice? Visuals consume most of the
page?
Do you see the hotel? No. What are they
selling? The experience.
Visuals sell Travel. Duh! And, that goes
any age group, including boomers and
millennials alike. Let’s first try to quantify
the value of visuals ...
Interesting Facts
93%
94%Research Travel Online Images Increase Views
93% of travelers say their booking decisions
are impacted by online research – is this
surprising to anyone? It was to me, I would
have guessed 100%.
I assuming the other 7% don’t have access to
the internet. And, when consumers are in
research mode, they fixate on visuals – in fact,
pages with images have 94% more views than
those without images.
During their research phase consumers visit…
Site Visits
38
4.1%Site Visits Visits to Hotel Site
45 days Prior to Booking … an average of 38 sites. That is over the course
of 45 days prior to booking. 40% of those visits
happen in the final week, prior to booking.
What’s really interesting is that only 4.1% of
those visits were to the hotel’s website. What
are they doing looking at all those sites?
According to Google, 82% of travelers
comparison shop for all areas of travel,
especially for hotels. Look at it from the traveler’s
perspective, seeing you’re hotel on multiple sites
… what are they seeing?
Digital Travelers Don’t Read
80% 20%Primarily Look at Visuals Read Some Textual Content
80% of the online travelers primarily look
at visuals and 20% actually read some
textual content. -- Just look at current
website designs, like the hotel in Machu
Picchu – it’s all about visuals.
67% of consumers consider clear, detailed
images to be very important and carry
even more weight than the product
information, full description, and customer
ratings. How about image size and
quantity?
Size & Quantity
150% More Engagement with 20+ Photos
9.4%Increase in Sales with Larger Images
Size matters, it matters if you want more
bookings - when images size doubles, sales
increase by 9.4%! And, properties with 20
or more photos have 150% more
engagement than with properties with only
a few photos. So if you have larger images,
more than 20 you have to ensure the travel
sites have them. Bottom line, according to
Expedia …
The Bottom Line
$3.50Higher Average Daily Rate (ADR)
Doubling Your Hotel’s Photos Online …
Those two factors can increase your Average Daily Rate by
$3.50. It would be fair to say, if your not optimizing your
visuals on all channels, you’re leaving money on the table …
You would imagine, if more and larger photos increase
conversion, engagement and ADR, than videos and 360s
should knock it out of the park, right?
Richer Visuals?
74%Increase in prospects understanding
Those two factors can increase your Average Daily
Rate by $3.50. It would be fair to say, if your not
optimizing your visuals on all channels, you’re leaving
money on the table … You would imagine, if more and
larger photos increase conversion, engagement and
ADR, than videos and 360s should knock it out of the
park, right?
Multiple Mobile Devices?
34% 6% 13%Digital travelers use multiple devices when researching and booking travel
47%
Baby Boomer Vs. Millennial
76M
77M
Millennials - 1978 - 2000
Boomers – 1946 - 1964
There are 76 million Millennials in the US (1978-2000) and 77
million baby Boomers (1946 and 1964) – the two groups
constitute almost half of the US population (153M of 320M), and
more than half of the travelers. (CLICK)
2/3 of the country’s wealth is controlled by boomers and they
outspend millennials online 2:1 on travel. So, where are they
spending their travel dollars …
Boomer Travelers
4-5trips per year
80% luxury travel from Boomers
Luxury Travel of course. Boomers make up 80%
of the luxury travel market. They will take 4-5
trips per year, and even thought many are still
working, they will try to extend their business
trips to add a little more leisure time so they
might invite a spouse or a partner along to add a
long weekend. Hoteliers should offer add on
travel packages so boomers can combine
business with pleasure. The millennials, on the
other hand …
Millennial Travelers
9 trips per year for Millennials
60% focused on the experience
leisure
&
business
Take an average of 9 trips per year on both business and pleasure.
They also try to extend their work trips into leisure breaks. But if the
business trip is on the company money, and they extend the trip,
they may be seeking to stay somewhere other then the company
paid hotel – to save money. They seek new experiences -- 6 out of
10 millennials would rather spend their money on experiences
than material things.
Keep in mind: while they’re leaning toward budget travel now,
they’re growing up and will soon be able to spend more – they will
make more, and many will inherit some of that boomer money. No
to mention, some younger millennials may be living at home, so
they may have more money for travel. Boomers are also interested
in unique experiences …
It’s About the Experience
38%28%Millennial travel budgetBoomer travel budget
Boomers spend 28% of their annual travel budget on
experiences compared to Millennials spend who 38%.
Since the Boomers budgets are larger, and they want
to be pampered during their experiences … probably
things they’ve been dreaming about all their lives –
checking boxes on the ol bucket list. Think about what
you can offer that resonates with those travelers – be
creative, package an experience. What’s unique or
special about your property or destination?
Local Experiences
These memorable experiences lead to pictures being taken. And, when pictures are taken,
you need to share with friends and family, right. 70% of social media users update their status
and share photos while on vacation. Don’t forget, we are in the sharing economy …
It’s About Sharing
250 | 53Millennial Friends Boomer Friends
52%Inspired by Travel Photos
These memorable experiences lead to pictures being taken. And, when
pictures are taken, you need to share with friends and family, right. 70% of
social media users update their status and share photos while on vacation.
Don’t forget, we are in the sharing economy …
Content is King
65%Increased Engagement
64%Inspired by Pinterest
One month after Facebook introduced timeline for brands that
focused on photos and videos the brands saw a 65% increase in
engagement, and 87% of posts shared on Facebook are from
photos. I can’t say it enough, Visuals drive engagement.
How about Pinterest – do you post photos there?
Pinterest generates more referral traffic for businesses
than Google+, YouTube, and LinkedIn combined. 64% of
Pinterest users try a Pinterest inspired activity every
month!
Richer Media
80%Recall the Video
52%Take Action
16%Purchase
Videos online are viewed throughout the
travel journey, particularly during the
research stage. 80% of online users recall
seeing video, 52% take action and 16%
eventually purchase.
Marketing and Selling
Marketing “Noise” Tune Out Word of Mouth
Millennials are more likely to listen to peers than marketing materials and 96% of boomers
participate in word-of-mouth by passing information on to friends and family. Focus on the
value of brand advocates that will share their experiences on their social networks.
Old is New
Personalization “Little” Data
Last year, 28 percent of millennials used a traditional travel agent, compared to only 13 percent of Baby
Boomers. That almost bears repeating – Millennials use agents more than boomers by a 2:1 margin!
Both groups do research online but, it appears a growing number millennials want the insight, deals and
personal touch from agents.
Be More Engaging
CuratePsychographic &
Demographic
TargetRelevance & Engagement
How about curating visuals into psychographic and demographic
categories? Essentially adding relevant meta-data to images that
provides more context. As big data and marketing start coming
together your website, or the travel site can deliver a visuals that
resonate with that persona.
Marketers and big data will be able to display visuals that engage
or better resonate with each persona– and thus convert more
lookers to bookers. Consumers expect more personalization, and
the more personal we get the a greater chance of getting their
business.
Mobile + Local
87%Total internet sales in 2017
40%Related to location
Mobile searches (85.9 billion) are projected to exceed
desktop searches (84 billion) for the first time in this
year. By 2017, mobile devices will make up 87 percent
of the Internet-enabled devices. There are millions of
mobile search quires very day and 40% are seek
something nearby. It happens every day – travelers
search for nearby hotels on their phone. Hoteliers can
improve visibility and bookings by displaying images on
local search engines – Why? Visuals increase
engagement and conversion
The Recap
1.Everyone’s online
2.Visuals #1 for engagement
1. Big + plentiful
2. Consider video
3.Unique experience(s)
4.Do not sell - Share
5.Curate & distribute