In a previous post we
looked at how Google viewed Travel and its stages in the year 2012. As Google
says in their latest thinking on this topic:
"Travel micro-moments
start when people begin dreaming of a trip, and they continue all the way
through the long-awaited trip itself. These moments tend to fall into one of
four categories, which map closely to the stages of the travel decision-making
process: dreaming, planning, booking, and experiencing.
Travel moments that matter
I-want-to-get-away
moments: a.k.a. “dreaming moments” that happen when people are exploring
destination options and ideas with no firm plans. At this stage, people are
looking for inspiration.
Time-to-make-a-plan
moments: a.k.a. “planning moments” that happen when people have chosen a
destination. They’re looking for the right dates, the right flight, the right
place to stay, and all the things they’ll do while they’re there.
Let’s-book-it-moments: a.k.a.
“booking moments” that happen when the research is done, and people are ready
to book their tickets and reserve their rooms.
Can’t-wait-to-explore
moments: a.k.a. “experiencing moments” that happen when the trip is underway.
Travelers are ready to live the trip they’ve been dreaming about—and share it
with others."
But what I like the best
is how they propose brands and marketers make the most of these moments. The
advice is simple but damn effective. It includes:
- Be there and
- Be useful
The consumer of today is
technology (and mostly cash) rich but time poor. If you are not able to provide
them with what they need in a predictive manner, they will quickly switch to
another app. You need to earn their trust and keep re-earning it constantly. Being there and being
useful is probably the most succinct advice that will help you do that!
