Eighty-four percent of millennials are likely to plan trips based on someone else’s vacation updates and photos in social media. Marketers can create greater brand affinity and distinction by realizing how to leverage social channels differently from other marketing channels.
LOS ANGELES – BLITZ, a full-service digitally-led creative agency, released a report revealing the impact that technology has had on consumer travel, their unmet needs and what travel brands must do to meet these new expectations.
BLITZ and sister agency AMP surveyed U.S. travelers between the ages of 18 – 55 who had taken a leisure trip within the past year. The survey and report, Targeting Moments of Need in the New Travel Landscape, revealed the changing attitudes of travelers beginning with what inspires them to travel, how they plan and book trips, their experiences at the destinations and their customer-service needs.
"Our research shows people are overwhelmed by the trip planning process but by and large they enjoy it," said Peter Apple, VP, Strategy, BLITZ. "They also know they would be happier being a little more spontaneous when away from home. So a booking engine that can behave like a simplifier, or a destination that can prompt spontaneity, will drive better business. To compete in this new travel landscape, brand marketers will need to operate their brands as services."
Key findings and emerging trends in the report include:
- Converting selfies into sales. Eighty-four percent of millennials are likely to plan trips based on someone else's vacation updates and photos in social media. Marketers can create greater brand affinity and distinction by realizing how to leverage social channels differently from other marketing channels.
- Travel brands must simplify the whole process. Seventy-two percent of respondents said they feel overwhelmed when planning a trip. Much of their time is devoted to finding the best deals. Booking engines have an opportunity to provide consumers with time-saving experiences and better management of multiple-trip components. Niche providers are using simple, conversational interfaces.
- Brands must balance tech with a human touch. Even in a connected world, travelers want to connect in person when they need help. Airlines, hotels and tourist attractions shouldn't be too quick to replace service personnel with digital kiosks. Instead, they must carefully select the right moments for digital interactions. For instance, 73 percent of travelers said they would be willing or very willing to receive text messages about unplanned excursions, dinners and other experiences while on vacation.
Angelos is the news editor for TravelDailyNews Media Network (traveldailynews.gr, traveldailynews.com and traveldailynews.asia). His role includes to monitor the hundrends of news sources of TravelDailyNews Media Network and skim the most important according to our strategy.
He currently studies Communication, Media & Culture in Panteion University of Political & Social Studies of Athens.
