Today's consumers are well-informed, digitally dexterous, socially connected, multi-tasking, channel hoppers. If travel and hospitality operators don't have the digital information they need to make a decision, they move off elsewhere in an instant.
Once that happens, it's anyone's guess as to whether they will be back; very tough luck if you've paid out a lot to attract them in the first place.
By providing experiential content brands can ensure the consumer has no reason to leave their website or app and increase the likelihood of them becoming loyal, repeat customers tied to a brand that has earned the right to be custodian of their entire travel experience.
What do leisure travellers want to know?
Consumer research gives a clear picture. Nine out of 10 trips booked in the last six months had a leisure component.
According to a recent report from Expedia, among the top things people wanted access to pre- and post-booking were images, reviews, activities, weather, attractions and where to eat.
There's no big surprise. We can easily recognise how this type of real-time, contextual location content enriches the bare facts of a travel or accommodation product and turns destination-or-date planning into experience or lifestyle planning.
Travellers want to be tantalised but they also want to reality-check. The challenge - and indeed the magic - for brands lies in finding the content blend that triggers a decision, reducing the bounce effect.
Increasingly, it is experiential content over editorial that has the power to inspire, reassure and convince, creating the desire to go and ultimately keeping users on an uninterrupted website and booking journey.
Article By Sarah Hughes
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