‘travellers crave context’ by sarah hughes - co-founder, fiz

Travellers crave ContentContext

17 March 2016 @fizplaces

A travel revolution is underwayTravellers are seeking a new experience both in terms of their adventure but also in the way they research,

plan and book.

The new experience starts online and on mobile and is driven by real-time, engaging content

In 2016 marketers are expected to spend more than 50% of their time creating and

distributing content…

Source: Content Marketing Institute 2015

81% of travel shopping baskets

are abandoned compared

to 68% in other types of retail

there’s a disconnect

Millennials (avid travellers)

. will soon have record-breaking purchasing power

. 18 hours with media per day

. peer reviews as trusted as professional reviews

. 40% use UGC to inform their travel plans

. +ve economic and social footprintsCrowdtap http://blog.crowdtap.it/2014/04/millennials-heart-ugc-infographic/

Sell experiences. Tell stories

AuthenticContextual

COLLABORATIVE

UGC

Social and

personal

Peer/ community

Influential or

popular

80% of consumers read 6 to 12 reviews on average before making a booking

73% of website visitors rely on user submitted images to make a decision

42% of all stories shared on Facebook are travel-related.

You are not a

marketer… You are a psychologist!

inspirational

motivational

emotional

contextual

informational

What is context?

See Puerto Rico(DMO)

Tripadvisor traveller reviews as

short movies3m views

www.seepuertorico.comhttps://player.vimeo.com/video/78289888

SACO Apartments

(business travel)hyper-local context

www.sacoapartments.com/blog

Four SeasonsPin. Pack. Go.

on Pinterestreal-time

interaction

St James Court(luxury hotel)

Virtual Concierge via Fiz

www.stjamescourthotel.co.uk

St James CourtIn the 3 pack with ‘always on’ real-time local context

Fiz installs with a simple code snippet or flexible API

<script data-fiz-text="Secret Barcelona" data-fiz-id="a0pcwnCNhbiE" src="https://fizlivestatic.s3.amazonaws.com/static/prod/widget.js" async></script>

Go to resources:

Skift: The Rise of the Millennial Traveler Amadeus: Future Traveller Tribes 2030 Fiz: Rocket reservations with User Generated Content Fiz: Rise into Google’s 3 Pack with Local SEO

- Pico Iyer

We travel, first, to lose ourselves; and we travel, next, to find ourselves.

Thank you

sarah@fiz.com www.fiz.com @fizplaces