Acknowledging the huge impact mobile has had on the travel industry, Oliver Yeates and Sam Gadsby from Clicky Media offered delegates at last week’s The Global Travel Group (TGTG) conference in Dubai, an insight into how our daily devices are dramatically changing consumer’s holidays booking habits.
With 12.5% of online travel sales conducted on mobile devices last year, the duo were keen to point out that the platforms and channels people use to plan and inspire themselves to book holidays is substantial, with inspiration coming via various sources and the standard ‘search for a holiday-click-book’ journey has changed.
Introducing the phrase ‘micro-moments’, a Google term which relates to our everyday interactions online, Gadsby said: “The most exciting thing is that some of the biggest opportunities are in the smallest moments. There are lots of different moments where we can attract and influence someone's decision to book.”
Illustrating the kinds of micro-moments that can be experienced over a two-month period before a holiday booking, the data collated by the company suggests that travel is emotionally based and not located to one period of time, with numerous influential factors at play that could influence a decision.
Interaction on mobile was continuous throughout this period, and worked as an enabler for the amount of time spent and for many interactions.
The team also urged agents to consider that delivery of the right message at the right time is key as, at a certain point, the consumer is going to want further information that is specifically tailored to them. Gadsby said: “All of this is intrinsically linked with the High Street. Don't forget that it’s not all online, people will look locally to try and find this on mobile devices and web interaction can still drive their footfall.”
Top tips suggested to agents to facilitate this included:
- Try to anticipate the traveller’s actions - from initial idea to booking the possible interaction points, and make sure you are there to help consumers with this process
- Be useful and empower the consumer, as they expect useful resources and websites with the offers and answers they're looking for. Failure to anticipate and answer these questions can have them looking and booking elsewhere
- Consumers are not prepared to wait for information, so information must be delivered as quickly as possible and agents must ensure that websites work on mobile devices
- Be visual and include video content on sites – a useful reaffirming tool that 50% of travellers engage with before they book their holiday