With more travel options than ever before, overwhelmed Australian travellers are seeking guidance from advisors with 83 per cent open to more travel and different types of trips. To engage your clients through the customer journey, here are the four key travel marketing moments where agents can make the most impact.
A new Growth Distillery research report found 70 per of Aussies regularly consume travel content, making travel an always-on dreaming category.
And the window of influence for travel advisors, marketers and brands is short with would-be travellers taking just six weeks/weekends at the earliest stages of the travel timeline to guide and shape decisions.
For advisors to influence and positively impact the decision-making process, there are four key travel marketing moments: Dreaming, Discovery, Decision and Details.
Dreaming: 70 per cent of travellers say they’re ‘always’ planning a trip. Advisors can inspire travel by keeping their marketing casual, fun and pressure-free, so when they are ready, their customers know where to turn for help.
Discovery: 70 per cent of Australians also regularly consume travel content, whether they’re planning a trip or not. Advisors can capitalise on this moment by staying inspirational and top of mind. Tap into the destination and brand marketing tools available for agents for eye-catching content.
Decision: One in three struggling at this stage in the customer journey blamed information overload. Here, advisors are ideally placed to step in to help customers stay focused on their chosen path. Now is the time to provide clear, actionable information, not more ideas.
Details: Three in five Aussies are still making travel reservations at this stage, organising essentials and exploring experiences. Agencies and advisors can stand out by providing tailored information and suggestions to make their clients’ trips truly unforgettable.
The Growth Distillery Research Director Ciel Graham said: “With all the considerations and possibilities that travel brings, it’s easy for travellers to become overwhelmed and lost in all the options and choices.”
“It’s critical for brands and marketers to simplify the journey and understand the key turning points that guide those decisions.”
Find the full report here.
