‘travellers crave context’ by sarah hughes - co-founder, fiz
TRANSCRIPT
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
[email protected] www.fiz.com @fizplaces