Mobile technology has had an incredible impact on the way we live our lives, and its influence with consumers continues to grow. Marketers are beginning to understand that consumers interact with brands through a great number of impulsive acts, acts Google likes to call "micro-moments". 82% of the consumers they polled stated they evaluate purchase decisions in-the-moment. For marketers looking to understand the moments that drive consumers as they shop for things like airline tickets and hotel rooms, Google offers up these top defining travel-related moments.
The Great Escape
Google calls this the "dreaming moment", the time when someone starts thinking about their next vacation. They’re looking for fast information to inspire them, and they’re using their cell phones to find it. YouTube is heavily used, with Google estimating that in any given month, 106 million unique visitors are travelers looking for flights, cruises and tours. Marketers should be directing some of their efforts towards tapping into this valuable digital resource.
It’s Gotta be Perfect
"Planning moments" are about narrowing down choices as to where and when to go. As they map out all the logistics, the consumer is intent on building the perfect get-away. And again, they’re relying on their mobile devices, with flight-related and hotel searches up 33% and 49% respectively. This is the time for marketers to concentrate on tools that help consumers search for airlines, hotels and flights.
Take Me Away
"Booking moments" are the times consumers begin to put money into their travel decisions. Actual bookings are typically made on non-mobile devices, but people still want the experience - particularly the checkout process - to be as user-friendly and easy. Look for ways to make it simpler for travelers to make all their bookings on one page. Google states their Book on Google has improved conversion rates by more than two times on average for flights and hotel partners. That’s impressive.
Carpe Diem
Upon arriving at their destination, many travelers pull up their location on Google Maps and use the "what’s nearby" feature. For them, it’s all about "I’m here, and I want to make the most of this experience", thus the Google moniker "experiencing moments." As a marketer, your top priority should be in making sure your brand is there to answer consumer’s questions. Think of creative ways, such as personalized audio tours, for consumers to use their mobile devices to navigate their surroundings.
The consumer behaviors defined in these moments can easily be applied to other purchasing decisions customers make. Likewise, don’t limit your travel marketing campaigns to these four moments alone. Take a look at Google’s other micro-moments as well and find ways to work them into your brand’s campaigns. If you’re a business owner, CEO or Marketing Director looking for more information on how to utilize micro-moments in your travel campaigns, let us show you how by contacting us today for a free consultation.
