the journey beyond the trip: 5 stages of travel (updated 2014)

24!September!2014!

The(journey(beyond(the(trip(EXPLORING(THE(5(STAGES(OF(TRAVEL(

What(we’ll(cover(today(

!  The!5!stages!of!travel!

!  Consumer!mindset!at!each!stage!

!  Marke?ng!task!at!each!stage!

!  Relevant!tac?cs/touchBpoints!at!each!stage!

!  Marke?ng!trends!and!case!studies!for!each!stage!

Rising(use(of(internet(in(travel…(

But(offline(influence(remains(strong(

GOAL(Ignite!interest:!Move!from!

thinking!to!ac?vely!considering!

FOCUS(Emo?ve!storyBtelling!to!convey!des?na?on’s!main!benefit!

DREAMING(

Thinking(about(taking((

a(holiday;((open(to(ideas;(weighing(up(opUons(

Where!should!I!travel!to?!How!should!I!travel?!What!trip!is!right!for!me?!

What(content(works(in(emoUve(story(telling?((

CHANNELS(•  Posi?ve!PR!•  Product!placement/sponsorship!•  Branded!content!•  Social!media!•  Mass!media!adver?sing!•  Ambient!adver?sing!•  eDMs!•  Travel!agent/airline!adver?sing!

Source:!AC!Nielsen!

What(media(are(Singaporeans(consuming?(

TREND:(Ambient(+(Digital(

TREND:(Newsjacking((

TREND:(CiUzen(advocacy(

TREND:(RealZUme(markeUng(

GOAL(Make!it!achievable!and!convey!value!visBàBvis!compe?tors!

FOCUS(Emo?onal!&!Ra?onal:!

Demonstrate!des?na?on’s!value!!

PLANNING(

Decision(made;(seek(

recommendaZUons;(building(iUneraries( What!makes!this!trip!right!for!me?!

Dura9on,!availability,!loca9ons,!unique!features?!!

CHANNELS(•  Search!•  Travel!websites!•  NTO,!STO,!RTO!websites!•  Airline,!hotel,!aggregator!websites!•  Social!media!•  Tac?cal!adver?sing!•  Travel!agents/fairs!•  Guidebook/brochures!

TREND:(CiUzen(advocacy(

CASE(STUDY:((Great(Australian(Road(Trips(

IUneraries(and(map(integraUon:!

Brochure(request(service:!

GamificaUon(and(socializaUon(of(content:!

TREND:(RetargeUng(

Poten?al!traveller!

Visits!NTO!site!

Leaves!site!Cookies!!on!site!

Sees!trade!!partners’!tac?cal!ads!

Ads!capture!interest!and!lead!him!to!partners’!sites!!

Surfs!web!to!con?nue!planning!

Makes!a!booking!on!a!partner!site!

GOAL(Make!it!easy!to!find!the!!best!offers!and!to!book!

FOCUS(Ra?onal:!Promote!quality!trade!

partners!offering!savings!

BOOKING(

Lock(in(flights(first;(book(stay(and(acUviUes(as(good(offers(and(deals(arise( Where/how!will!I!book!the!air!9ckets?!

Where/how!will!I!book!where!I!stay?!Who!can!provide!the!experiences!I!want?!

CHANNELS(•  Airlines,!hotels!(onB!and!offline)!•  Aggregator!websites!•  Trade!partners!(onB!and!offline)!•  Travel!agents!•  Travel!startBups!with!!

“disrup?ve”!business!ideas!

ONLINE(BOOKING(CHANNELS(

Singapore( All(countries(

Travel!agent! 18%! 17%!

Airline! 42%! 31%!

Accommoda?on! 30%! 23%!

Booking!website! 19%! 16%!

Tour!operator! 18%! 18%!

Other!online!source! 6%! 8%!

OFFLINE(BOOKING(CHANNELS(

Singapore( All(countries(

Travel!agent! 31%! 28%!

Airline! 17%! 17%!

Accommoda?on! 18%! 18%!

Tour!operator! 20%! 17%!

ProporUonal(use(of(booking(channels(to(Australia:(Singapore(compared(to(average(of(all(countries((2012)(

Source:!TNS!Omni!

TREND:(CollaboraUve(economy(

More(on(collaboraUve(economy…(

TREND:(DIY(trip(customizaUon(

TREND:(Voluntourism(

GOAL(Increase!spend!in!market!and!inspire!return!or!next!visit!

FOCUS(Ra?onal:!Provide!help!to!get!around!Emo?onal:!Maintain!posi?ve!“holiday”!feeling!!!

EXPERIENCING(

Enjoyment(is(key;(keep(it(

free(and(easy;(social(updates(on(the(go( What!should!I!do!today?!

Where!do!the!locals!hang!out?!!How!do!I!get!to!where!I!want!to!go?!

CHANNELS(•  Airports!•  Taxis!•  Street!adver?sing!•  Accommoda?on!providers!•  Local!tour!operators!•  Local!adrac?on!operators!•  Other!local!experience!providers!•  The!locals!•  Mobile!devices!and!apps!

Source:!TripAdvisor,!TripBarometer,!January!2013!

Source:!Australia!IVS!2012!

53%!

19%!

17%!

16%!

16%!

TNS!Digital!Life!Singapore!2011!

Singaporeans(share(while(on(their(trip(in(Australia(on:(

CASE(STUDY:(Handy(in(SG(and(HK(

CASE(STUDY:(Tourism(Radio(in(SA(

GOAL(Aggregate!and!amplify!posi?ve!

word!of!mouth!to!reach!Dreamers!

FOCUS(Emo?onal:!Provide!addi?onal!opportuni?es!and!plaforms!for!storyBtelling!by!the!consumer!

SHARING(

Reliving(experience(with(friends;(providing(

reviews(and(raUngs(

I!want!to…!relive!my!experience!with!friends!and!family;!share!my!knowledge!with!poten9al!visitors;!compare!notes!with!others!who!have!visited.!

CHANNELS(•  Social!networking!plaforms!•  PhotoBsharing!plaforms!•  VideoBsharing!plaforms!•  Online!travel!communi?es/forums!

CASE(STUDY:(Puerto(Rico(Tourism(

Thinking(about(taking((

a(holiday;((open(to(ideas;(weighing(up(opUons(

DREAMING(

CASE(STUDY:(Cape(Town(Tourism(

So,(what(are(your((key(takeaways?(

Some(reminders…(

!  Priori?ze!stage!of!travel!to!influence!

!  Connec?on!planning,!not!media!planning!per!se!

!  Invest!in!online/digital!channels…!

!  But!don’t!forget!to!integrate!offline!channels!

!  Be!inspired!and!have!fun!!

Thank(you!(TAN(WEE(HOON(

weehoon.tan@ogilvy.com(