Media Channels that are Working, Consumer Journeys and Other Insights
LocalIQ Shares Its Data
How the consumer journey has changed since the pandemic was discussed during this week’s Travel Marketing Chat webinar Wednesday and online chat today featuring Kelsey Baclawski, Leah Mallory and Ellyn Thorson from Local IQ. Their affiliation with the USA Today Network has given them insights from more than 140 million consumers, so they shared with us what their research is saying.
Based on this data, three key takeaways were shared before we took a closer look at the stages of a consumer journey.
- Interest and desire to travel is still very much present. Consumers are tentatively exploring domestic travel options and checking prices.
- Now is the time build your brand and engage your audience. Travelers expect brands to be reaching out and they will reward those who do after the pandemic. Yes, you need to provide safety information and show how your guests’ wellbeing is important. But you also can’t neglect to inspire them to come to your business in the first place. Blend the two, and show them how they can still have a rewarding experience, event with new guidelines in place.
- There is an accelerated need for touchless travel. Although this is important, be considerate of older travelers so they aren’t left behind.
The Consumer Journey
How do travelers make decisions, and how can you influence them at each stage? The speakers shared an image that outlined the five stages of decision making, as well as some of the tools you may want to think about using to get your attraction, hotel, restaurant or destination top of mind.
You’ll notice that as a consumer narrows down his or her choices, fewer tools are presented. You need more channels to inspire and to encourage research.
Which tool you use and which message you create will depend on the product you offer and the market you are targeting. Post-pandemic, it also depends on the effectiveness of these tools at any given time. Making sure you keep flexible is key, as the effectiveness of tools is shifting.
As an example, 54% of domestic travelers have taken action after seeing an emailed ad in the last 12 months. Looking at the last 30 days, email ads don’t make the top platform list for domestic travelers who have taken action. Top platforms the last 30 days include the following:
- YouTube and TikTok Videos
- Sponsored Search
- News Sites
- Broadcast, Cable and Connected TV (such as Hulu)
What type of messaging is important? According to the research presented, 87% of travelers approve of messaging that provides practical information and tips that help navigate the situation; 84% approve of running promotions, offers and loyalty perks; 82% approve of messages that show how you are responding to coronavirus and helping customers, and only 56% approve of “normal” advertising campaigns (not related to the coronavirus.)
What could your consumer journey look like? Local IQ shared three examples based on three primary overall markets for travel. Remember, targeting your markets even tighter right now is key, so use these as a template to create a plan for your best markets.
Missed one of our webinars? Want to keep informed?