Explore Like a Local (ELAL)

The Traveller’s Path to Purchase

Step 1

Step 2

Step 3

Step 4

Step 5

Step 6

Step 7

On Consideration List

Creating a Movie

Itinerary Planning

Travel Arrangements

Booked a Trip

On Dream List

Awareness

Seriously considering in next 2 yrs

Serious investigation

Planning details of itinerary

Flight and land arrangements

Prospect has booked

Interest in going sometime in future

First hear about destination

Communication barriers

Lack of knowledge Lack of itinerary guidance Vacation concept ideas (focal points)

Drivers that ensure an integrated/seamless approach

The idea

A travel planning tool to move consumers along the path to purchase; from “Seriously considering” to “Creating a vacation movie”

A social media platform that aggregates content, comments and insider tips

Features the user generated spots created by the Local’s Know campaign, together with real-time activity on the ground via live feeds from geo-social site Foursquare

Travellers will have the ability to tag content and experiences of interest, view other people’s itineraries and create their own personal travel itinerary

The idea

Itineraries will be downloadable for future reference and it will be possible for travelers to share their itinerary with a CSP agent for booking assistance

Post trip, travelers will be encouraged to share their itineraries with friends and followers via their social networks, offering potential for brand advocacy and increased referral

EQ types: Free Spirits (who want to know what’s hot and check off their must see list), Cultural Explorers and Authentic Experiencers (who trust what other travellers recommend, not what advertisers tell them)

Timing: English site first for the US. Aiming to launch May 2011. Working through launch strategy now, as well as what other global markets the tool may be useful for.

Completing a full cycle

Home Page

Showcasing trending spots from foursquare check-ins and 5 Travel Ideas

Categorized by regions:

Intuitive map

City and spots

Spot details

Add comments

Add to your list

Build your own itinerary

Move spots around, add titles…

List to go

Plans

Currently investigating which markets Mobile app Canada Specialist Program, Signature Experiences integration Deals Partner invovlement