Understanding travelers and their complex vacation-planning process is key in creating effective marketing strategies during challenging times. While a guest-centric approach is not a new concept, typical marketing plans tend to be myopic, only concentrating on reaching the potential traveler prior to their visit. Savvy marketers should recognize the decisions travelers make, leveraging the connection between consumer and brand before, during and after their vacation. This allows marketers to maximize budgets, build stronger brands, utilize more effective messages and create more efficient media plans.
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By understanding the nine steps of consumers' decision-making process, opportunities can be found and ideas can be generated that increase short-term revenue and long-term loyalty.
1. THE TRIGGER
Consumer response: "I need an escape."
Marketer's objective: Ignite the need for a vacation
Idea: Media including online banners and radio live reads can be implemented instantly based on pre-determined factors. Sites such as weatherchannel.com can immediately feed contextually relevant banner messages depending on the weather report. This is an efficient use of media dollars since advertisers are only charged for running during activation periods.
2. DESTINATION DECISION
Consumer response: "Where should I go?"
Marketer's objective: Be considered as a choice
Idea: Hotel marketers can maximize media budgets by planning campaigns in conjunction with local convention and visitors bureaus. This will increase media reach and frequency while prompting potential guests to consider hotel options immediately after choosing their vacation destination.
3. LOGISTICAL DECISIONS
Consumer response: "Which hotel fits me?"
Marketer's objective: Get them to book
Idea: A well-crafted website with vacation planning features such as listings of amenities, video tours and past-guest recommendations cut down the amount of research and helps curb comparison shopping.
4. BOOKING
Consumer response: "I've made up my mind."
Marketer's objective: Begin a one-on-one relationship and introduce add-ons
Idea: The consumers' first interaction should align with the brand's personality. Agents should be scripted to reflect the appropriate tone and trained to handle situations in accordance with the brand's service ethic. This is also an ideal time to up-sell guests on services and amenities.
5. ACTIVITY PLANNING
Consumer response: "What should I do while I'm there?"
Marketer's objective: Make them aware of amenities
Idea: Pre-visit emails, amenity menus on websites and personal phone calls from the concierge can help ease confusion, educate the consumer and increase revenue before the guest arrives. Bundling options together gives the perception of value and can help cross-sell unrelated services.
6. TRAVEL
Consumer response: "I hope I thought of everything."
Marketer's objective: Establish emotional connection and educate guests and non-guests
Idea: Advertising in in-flight magazines, using airport signage and billboards creates awareness for property amenities and services for both guests and non-guests. It also offers the additional benefit of increasing anticipation while extending brand reach.
7. ON-SITE
Consumer response: "I don't want to miss a thing."
Marketer's objective: Maximize on-site revenue
Idea: In-room collateral, interactive video and on-property signage offer opportunities to create awareness and sales for property amenities and services. VIP events hosted by the hotel's manager can also establish a face-to-face relationship and begin the loyalty process.
8. AFTERGLOW
Consumer response: "I need to tell my friends."
Marketer's objective: Create an evangelist
Idea: A phone call, note or email from the manager/concierge can capture feedback and remind guests to tell friends about their experience. Word-of-mouth recommendations are the strongest, most efficient way to create awareness and shorten the Logistical Decision phase.
9. RECONTACT
Consumer response: "I can't wait to go back."
Marketer's objective: Create a repeater
Idea: Post-visit communications such as phone calls, direct mail and emails are inexpensive methods to keep in contact with past guests. However, these types of communications can be intrusive unless the overall communication is consistent with the brand they have come to know.
2009 is going to be a challenging time for our industry, so we must resist the urge to wait it out and seize the opportunity to surpass competitors. For those who are committed to long-term strategies, consistent with their brand and customer-centric in their tactical execution, 2009 can be a year of growth and success. Here's to being brave in 2009.
Nice post and right on target in thinking. I have also spent a number of years in the travel business and, unfortunately nearly all of the marketing efforts go into the "booking" stage of the equation. Additionally, as we get into 2009 and the situation in travel goes from bad to worse...my sense is that you will see even more focus on driving traffic through any number of promotions and much less time on creating evangelists or developing repeat customers.
Jessica has nicely laid out exactly the process I go through when planning a trip. Thought I was alone in my concern about missing the best experiences. On a recent trip to Hawaii we met with a trip planner and spent much more money on activities than we planned. We felt sure that we had experienced the best the island had to offer. It was a bit of a let down when there was no follow up after my trip. I like to be thanked and invited back. Thanks for understanding the clients perspective. I need a vacation!