Changing landscape of travel contents

Transcription

1 White Paper Changing landscape of travel contents Table of Contents The content treasure 01 Types of content 02 Tips while designing your content 03 The content treasure Getting your brand noticed an ongoing challenge depends largely on marketing efforts. Content is the heartbeat of all marketing programs and strategies that aim to attract and engage consumers hoping they will become customers. It has been observed that quality content entices guests into making a booking. Digital marketing leads to online visual presentation and since last three decades, it has been the most effective means of marketing. Thus, digital marketing, distribution, content marketing form strong pillars for any online travel business. 01

2 TYPES OF CONTENT Content can be classified into three categories: Owned, paid, and earned. Traditionally, the focus was on paid and owned content only, but now the industry is moving towards earned and owned content and is shifting its focus to a new type known as converged content. Media Type Definition Examples The role Benefits Challenges Owned media Channel a brand controls Web site Mobile site Blog Twitter account Build of longer-term relationships with existing potential customers and earn media Control Cost efficiency Longevity Versatility Niche audiences No guarantees Company communication not trusted Takes time to scale Paid media Brand pays to leverage a channel Display ads Paid search Sponsorships Shift from foundation to a catalyst that feeds owned and creates earned media In demand Immediacy Scale Control Clutter Declining response rates Poor credibility Earned media when customers become the channel WOM Buzz Viral Listen and respond - earned media is often the result of well executed and well coordinated owned and paid media Most credible Key role in most sales Transparent and lives on No control Can be negative Scale Hard to measure Source: Forrester Research, Inc 02

3 CONVERGED MEDIA Source: Altimeter Group 2013 PhoCusWright Inc. All Rights Reserved. TIPS WHILE DESIGNING YOUR CONTENT 1. Know your customer and focus on your target audience: Whatever you do, do not forget your guest. Every piece of content you display should be based on what the targeted audience would like to see and hear, rather than what you are proud of. The content should have some value for the guests. Better knowledge of a guest s thought process will help create effective and efficient content. Thus, guests should be analyzed throughout the shopping process from exploration to booking, during the stay, and after for delivering effective content that would attract the guest. 2. Content contextualization ught process will help create effective and efficient content. Thus, guests should be analyzed throughout the shopping process from exploration to booking, during the stay, and after for delivering effective content that would attract the guest. 3. User generated content The slogan everyone is a content creator can t be debated anymore. Today, guests bring their own content and the industry must be able to facilitate this. Consumers are not just looking for content; they are looking for meaningful, true stories from customers. These real stories have a trust factor associated with them, which helps them to understand a hotel/service better. 03

4 7. Storytelling approach 4. Virtual reality Virtual reality is gaining importance in various industries especially in the hospitality industry. Guests believe what they see, so it s better to let the guests experience a destination online even before departing or before they make a final decision. Great stories unfold in and around a hotel, each and every day, and by publishing and amplifying these stories across the web through visuals, one can easily catch their guests interest and engage them. 5. Adaptive content components With the continuing shift of online traffic from laptops to mobile devices, it is imperative for hospitality industry marketers to start tailoring content for all types of devices ranging from desktops or laptops to smartphones and tablets. The content must be designed and managed as a flexible component that can be placed on websites designed using responsive web design, which enables the content to fit on various devices of different screen sizes automatically. 6. Technology When it comes to technology, some industries are often late adopters. Innovations set trends in all industries, and to be at the forefront of all industries, the hospitality industry must embrace the evolving technologies rapidly. 04

5 Cybage Software Pvt. Ltd. [An SEI-CMMI Level 5 & ISO Company] HQ: Cybage Towers, Survey No 13A/ 1+2+3/1, Vadgaon Sheri, Pune Tel: Fax: Pune Hyderabad Gandhinagar Seattle New Jersey San Francisco Atlanta Austin London Frankfurt Amsterdam Sydney Cybage Software Ltd. All rights reserved. 05