Submit Search
Upload
The journey beyond the trip: 5 stages of travel (updated 2014)
•
8 likes
•
3,857 views
Publicis Beijing
Follow
Tips on connection planning based on the 5 stages of travel. With case studies.
Read less
Read more
Travel
Report
Share
Report
Share
1 of 44
Download now
Download to read offline
Recommended
Google, the customer journey: WTM Travel Perspective 2013
Google, the customer journey: WTM Travel Perspective 2013
Mark Frary
Customer journey of travel bookers
Customer journey of travel bookers
Prasanna Veeraswamy
Customer Journey Mapping Sample
Customer Journey Mapping Sample
Solutions Through Research
Multicultural Travel Study 2014
Multicultural Travel Study 2014
Buzz Marketing Group
How Cross-Organizational Cooperation on AI lead to changes in Norway
How Cross-Organizational Cooperation on AI lead to changes in Norway
World Appreciative Inquiry Conference 2012
Tenzo ama multi c w11.17
Tenzo ama multi c w11.17
Steve Medina
Socialbakers - Lukas Maixner - New Trends in Fashion, Digital & Mobile - HUBF...
Socialbakers - Lukas Maixner - New Trends in Fashion, Digital & Mobile - HUBF...
HUB INSTITUTE
Kaushal Chokshi - What Makes an Angel Investor Tick - Startup AddVenture East...
Kaushal Chokshi - What Makes an Angel Investor Tick - Startup AddVenture East...
Startup AddVenture by CCC Startups
Recommended
Google, the customer journey: WTM Travel Perspective 2013
Google, the customer journey: WTM Travel Perspective 2013
Mark Frary
Customer journey of travel bookers
Customer journey of travel bookers
Prasanna Veeraswamy
Customer Journey Mapping Sample
Customer Journey Mapping Sample
Solutions Through Research
Multicultural Travel Study 2014
Multicultural Travel Study 2014
Buzz Marketing Group
How Cross-Organizational Cooperation on AI lead to changes in Norway
How Cross-Organizational Cooperation on AI lead to changes in Norway
World Appreciative Inquiry Conference 2012
Tenzo ama multi c w11.17
Tenzo ama multi c w11.17
Steve Medina
Socialbakers - Lukas Maixner - New Trends in Fashion, Digital & Mobile - HUBF...
Socialbakers - Lukas Maixner - New Trends in Fashion, Digital & Mobile - HUBF...
HUB INSTITUTE
Kaushal Chokshi - What Makes an Angel Investor Tick - Startup AddVenture East...
Kaushal Chokshi - What Makes an Angel Investor Tick - Startup AddVenture East...
Startup AddVenture by CCC Startups
DEHRADUN, uttarakhand, Uttarakhand tourism .pptx
DEHRADUN, uttarakhand, Uttarakhand tourism .pptx
palakdigital7
Hire 💕 8617697112 Reckong Peo Call Girls Service Call Girls Agency
Hire 💕 8617697112 Reckong Peo Call Girls Service Call Girls Agency
Nitya salvi
💕📲09602870969💓Girl Escort Services Udaipur Call Girls in Chittorgarh Haldighati
💕📲09602870969💓Girl Escort Services Udaipur Call Girls in Chittorgarh Haldighati
Apsara Of India
9 Days Kenya Ultimate Safari Odyssey with Kibera Holiday Safaris
9 Days Kenya Ultimate Safari Odyssey with Kibera Holiday Safaris
Kibera Holiday Safaris Safaris
Genuine 9332606886 Hot and Beautiful 💕 Bilaspur Escorts call Girls
Genuine 9332606886 Hot and Beautiful 💕 Bilaspur Escorts call Girls
Deiva Sain Call Girl
High Profile 🔝 8250077686 📞 Call Girls Service in Siri Fort🍑
High Profile 🔝 8250077686 📞 Call Girls Service in Siri Fort🍑
Damini Dixit
Sample sample sample sample sample sample
Sample sample sample sample sample sample
Casey Keith
Hire 💕 8617697112 Champawat Call Girls Service Call Girls Agency
Hire 💕 8617697112 Champawat Call Girls Service Call Girls Agency
Nitya salvi
Genuine 8250077686 Hot and Beautiful 💕 Amaravati Escorts call Girls
Genuine 8250077686 Hot and Beautiful 💕 Amaravati Escorts call Girls
Deiva Sain Call Girl
🔥HOT🔥📲9602870969🔥Prostitute Service in Udaipur Call Girls in City Palace Lake...
🔥HOT🔥📲9602870969🔥Prostitute Service in Udaipur Call Girls in City Palace Lake...
Apsara Of India
Genesis 1:6 || Meditate the Scripture daily verse by verse
Genesis 1:6 || Meditate the Scripture daily verse by verse
maricelcanoynuay
Night 7k to 12k Daman Call Girls 👉👉 8617697112⭐⭐ 100% Genuine Escort Service ...
Night 7k to 12k Daman Call Girls 👉👉 8617697112⭐⭐ 100% Genuine Escort Service ...
Nitya salvi
A tour of African gastronomy - World Tourism Organization
A tour of African gastronomy - World Tourism Organization
Juan Carlos Fonseca Mata
WhatsApp Chat: 📞 8617697112 Hire Call Girls Cooch Behar For a Sensual Sex Exp...
WhatsApp Chat: 📞 8617697112 Hire Call Girls Cooch Behar For a Sensual Sex Exp...
Nitya salvi
Ooty call girls 📞 8617697112 At Low Cost Cash Payment Booking
Ooty call girls 📞 8617697112 At Low Cost Cash Payment Booking
Nitya salvi
❤Personal Contact Number Varanasi Call Girls 8617697112💦✅.
❤Personal Contact Number Varanasi Call Girls 8617697112💦✅.
Nitya salvi
Sample sample sample sample sample sample
Sample sample sample sample sample sample
Casey Keith
Hire 💕 8617697112 Chamba Call Girls Service Call Girls Agency
Hire 💕 8617697112 Chamba Call Girls Service Call Girls Agency
Nitya salvi
08448380779 Call Girls In Chirag Enclave Women Seeking Men
08448380779 Call Girls In Chirag Enclave Women Seeking Men
Delhi Call girls
Kolkata Call Girls - 📞 8617697112 🔝 Top Class Call Girls Service Available
Kolkata Call Girls - 📞 8617697112 🔝 Top Class Call Girls Service Available
Nitya salvi
2024 State of Marketing Report – by Hubspot
2024 State of Marketing Report – by Hubspot
Marius Sescu
Everything You Need To Know About ChatGPT
Everything You Need To Know About ChatGPT
Expeed Software
More Related Content
Recently uploaded
DEHRADUN, uttarakhand, Uttarakhand tourism .pptx
DEHRADUN, uttarakhand, Uttarakhand tourism .pptx
palakdigital7
Hire 💕 8617697112 Reckong Peo Call Girls Service Call Girls Agency
Hire 💕 8617697112 Reckong Peo Call Girls Service Call Girls Agency
Nitya salvi
💕📲09602870969💓Girl Escort Services Udaipur Call Girls in Chittorgarh Haldighati
💕📲09602870969💓Girl Escort Services Udaipur Call Girls in Chittorgarh Haldighati
Apsara Of India
9 Days Kenya Ultimate Safari Odyssey with Kibera Holiday Safaris
9 Days Kenya Ultimate Safari Odyssey with Kibera Holiday Safaris
Kibera Holiday Safaris Safaris
Genuine 9332606886 Hot and Beautiful 💕 Bilaspur Escorts call Girls
Genuine 9332606886 Hot and Beautiful 💕 Bilaspur Escorts call Girls
Deiva Sain Call Girl
High Profile 🔝 8250077686 📞 Call Girls Service in Siri Fort🍑
High Profile 🔝 8250077686 📞 Call Girls Service in Siri Fort🍑
Damini Dixit
Sample sample sample sample sample sample
Sample sample sample sample sample sample
Casey Keith
Hire 💕 8617697112 Champawat Call Girls Service Call Girls Agency
Hire 💕 8617697112 Champawat Call Girls Service Call Girls Agency
Nitya salvi
Genuine 8250077686 Hot and Beautiful 💕 Amaravati Escorts call Girls
Genuine 8250077686 Hot and Beautiful 💕 Amaravati Escorts call Girls
Deiva Sain Call Girl
🔥HOT🔥📲9602870969🔥Prostitute Service in Udaipur Call Girls in City Palace Lake...
🔥HOT🔥📲9602870969🔥Prostitute Service in Udaipur Call Girls in City Palace Lake...
Apsara Of India
Genesis 1:6 || Meditate the Scripture daily verse by verse
Genesis 1:6 || Meditate the Scripture daily verse by verse
maricelcanoynuay
Night 7k to 12k Daman Call Girls 👉👉 8617697112⭐⭐ 100% Genuine Escort Service ...
Night 7k to 12k Daman Call Girls 👉👉 8617697112⭐⭐ 100% Genuine Escort Service ...
Nitya salvi
A tour of African gastronomy - World Tourism Organization
A tour of African gastronomy - World Tourism Organization
Juan Carlos Fonseca Mata
WhatsApp Chat: 📞 8617697112 Hire Call Girls Cooch Behar For a Sensual Sex Exp...
WhatsApp Chat: 📞 8617697112 Hire Call Girls Cooch Behar For a Sensual Sex Exp...
Nitya salvi
Ooty call girls 📞 8617697112 At Low Cost Cash Payment Booking
Ooty call girls 📞 8617697112 At Low Cost Cash Payment Booking
Nitya salvi
❤Personal Contact Number Varanasi Call Girls 8617697112💦✅.
❤Personal Contact Number Varanasi Call Girls 8617697112💦✅.
Nitya salvi
Sample sample sample sample sample sample
Sample sample sample sample sample sample
Casey Keith
Hire 💕 8617697112 Chamba Call Girls Service Call Girls Agency
Hire 💕 8617697112 Chamba Call Girls Service Call Girls Agency
Nitya salvi
08448380779 Call Girls In Chirag Enclave Women Seeking Men
08448380779 Call Girls In Chirag Enclave Women Seeking Men
Delhi Call girls
Kolkata Call Girls - 📞 8617697112 🔝 Top Class Call Girls Service Available
Kolkata Call Girls - 📞 8617697112 🔝 Top Class Call Girls Service Available
Nitya salvi
Recently uploaded
(20)
DEHRADUN, uttarakhand, Uttarakhand tourism .pptx
DEHRADUN, uttarakhand, Uttarakhand tourism .pptx
Hire 💕 8617697112 Reckong Peo Call Girls Service Call Girls Agency
Hire 💕 8617697112 Reckong Peo Call Girls Service Call Girls Agency
💕📲09602870969💓Girl Escort Services Udaipur Call Girls in Chittorgarh Haldighati
💕📲09602870969💓Girl Escort Services Udaipur Call Girls in Chittorgarh Haldighati
9 Days Kenya Ultimate Safari Odyssey with Kibera Holiday Safaris
9 Days Kenya Ultimate Safari Odyssey with Kibera Holiday Safaris
Genuine 9332606886 Hot and Beautiful 💕 Bilaspur Escorts call Girls
Genuine 9332606886 Hot and Beautiful 💕 Bilaspur Escorts call Girls
High Profile 🔝 8250077686 📞 Call Girls Service in Siri Fort🍑
High Profile 🔝 8250077686 📞 Call Girls Service in Siri Fort🍑
Sample sample sample sample sample sample
Sample sample sample sample sample sample
Hire 💕 8617697112 Champawat Call Girls Service Call Girls Agency
Hire 💕 8617697112 Champawat Call Girls Service Call Girls Agency
Genuine 8250077686 Hot and Beautiful 💕 Amaravati Escorts call Girls
Genuine 8250077686 Hot and Beautiful 💕 Amaravati Escorts call Girls
🔥HOT🔥📲9602870969🔥Prostitute Service in Udaipur Call Girls in City Palace Lake...
🔥HOT🔥📲9602870969🔥Prostitute Service in Udaipur Call Girls in City Palace Lake...
Genesis 1:6 || Meditate the Scripture daily verse by verse
Genesis 1:6 || Meditate the Scripture daily verse by verse
Night 7k to 12k Daman Call Girls 👉👉 8617697112⭐⭐ 100% Genuine Escort Service ...
Night 7k to 12k Daman Call Girls 👉👉 8617697112⭐⭐ 100% Genuine Escort Service ...
A tour of African gastronomy - World Tourism Organization
A tour of African gastronomy - World Tourism Organization
WhatsApp Chat: 📞 8617697112 Hire Call Girls Cooch Behar For a Sensual Sex Exp...
WhatsApp Chat: 📞 8617697112 Hire Call Girls Cooch Behar For a Sensual Sex Exp...
Ooty call girls 📞 8617697112 At Low Cost Cash Payment Booking
Ooty call girls 📞 8617697112 At Low Cost Cash Payment Booking
❤Personal Contact Number Varanasi Call Girls 8617697112💦✅.
❤Personal Contact Number Varanasi Call Girls 8617697112💦✅.
Sample sample sample sample sample sample
Sample sample sample sample sample sample
Hire 💕 8617697112 Chamba Call Girls Service Call Girls Agency
Hire 💕 8617697112 Chamba Call Girls Service Call Girls Agency
08448380779 Call Girls In Chirag Enclave Women Seeking Men
08448380779 Call Girls In Chirag Enclave Women Seeking Men
Kolkata Call Girls - 📞 8617697112 🔝 Top Class Call Girls Service Available
Kolkata Call Girls - 📞 8617697112 🔝 Top Class Call Girls Service Available
Featured
2024 State of Marketing Report – by Hubspot
2024 State of Marketing Report – by Hubspot
Marius Sescu
Everything You Need To Know About ChatGPT
Everything You Need To Know About ChatGPT
Expeed Software
Product Design Trends in 2024 | Teenage Engineerings
Product Design Trends in 2024 | Teenage Engineerings
Pixeldarts
How Race, Age and Gender Shape Attitudes Towards Mental Health
How Race, Age and Gender Shape Attitudes Towards Mental Health
ThinkNow
AI Trends in Creative Operations 2024 by Artwork Flow.pdf
AI Trends in Creative Operations 2024 by Artwork Flow.pdf
marketingartwork
Skeleton Culture Code
Skeleton Culture Code
Skeleton Technologies
PEPSICO Presentation to CAGNY Conference Feb 2024
PEPSICO Presentation to CAGNY Conference Feb 2024
Neil Kimberley
Content Methodology: A Best Practices Report (Webinar)
Content Methodology: A Best Practices Report (Webinar)
contently
How to Prepare For a Successful Job Search for 2024
How to Prepare For a Successful Job Search for 2024
Albert Qian
Social Media Marketing Trends 2024 // The Global Indie Insights
Social Media Marketing Trends 2024 // The Global Indie Insights
Kurio // The Social Media Age(ncy)
Trends In Paid Search: Navigating The Digital Landscape In 2024
Trends In Paid Search: Navigating The Digital Landscape In 2024
Search Engine Journal
5 Public speaking tips from TED - Visualized summary
5 Public speaking tips from TED - Visualized summary
SpeakerHub
ChatGPT and the Future of Work - Clark Boyd
ChatGPT and the Future of Work - Clark Boyd
Clark Boyd
Getting into the tech field. what next
Getting into the tech field. what next
Tessa Mero
Google's Just Not That Into You: Understanding Core Updates & Search Intent
Google's Just Not That Into You: Understanding Core Updates & Search Intent
Lily Ray
How to have difficult conversations
How to have difficult conversations
Rajiv Jayarajah, MAppComm, ACC
Introduction to Data Science
Introduction to Data Science
Christy Abraham Joy
Time Management & Productivity - Best Practices
Time Management & Productivity - Best Practices
Vit Horky
The six step guide to practical project management
The six step guide to practical project management
MindGenius
Beginners Guide to TikTok for Search - Rachel Pearson - We are Tilt __ Bright...
Beginners Guide to TikTok for Search - Rachel Pearson - We are Tilt __ Bright...
RachelPearson36
Featured
(20)
2024 State of Marketing Report – by Hubspot
2024 State of Marketing Report – by Hubspot
Everything You Need To Know About ChatGPT
Everything You Need To Know About ChatGPT
Product Design Trends in 2024 | Teenage Engineerings
Product Design Trends in 2024 | Teenage Engineerings
How Race, Age and Gender Shape Attitudes Towards Mental Health
How Race, Age and Gender Shape Attitudes Towards Mental Health
AI Trends in Creative Operations 2024 by Artwork Flow.pdf
AI Trends in Creative Operations 2024 by Artwork Flow.pdf
Skeleton Culture Code
Skeleton Culture Code
PEPSICO Presentation to CAGNY Conference Feb 2024
PEPSICO Presentation to CAGNY Conference Feb 2024
Content Methodology: A Best Practices Report (Webinar)
Content Methodology: A Best Practices Report (Webinar)
How to Prepare For a Successful Job Search for 2024
How to Prepare For a Successful Job Search for 2024
Social Media Marketing Trends 2024 // The Global Indie Insights
Social Media Marketing Trends 2024 // The Global Indie Insights
Trends In Paid Search: Navigating The Digital Landscape In 2024
Trends In Paid Search: Navigating The Digital Landscape In 2024
5 Public speaking tips from TED - Visualized summary
5 Public speaking tips from TED - Visualized summary
ChatGPT and the Future of Work - Clark Boyd
ChatGPT and the Future of Work - Clark Boyd
Getting into the tech field. what next
Getting into the tech field. what next
Google's Just Not That Into You: Understanding Core Updates & Search Intent
Google's Just Not That Into You: Understanding Core Updates & Search Intent
How to have difficult conversations
How to have difficult conversations
Introduction to Data Science
Introduction to Data Science
Time Management & Productivity - Best Practices
Time Management & Productivity - Best Practices
The six step guide to practical project management
The six step guide to practical project management
Beginners Guide to TikTok for Search - Rachel Pearson - We are Tilt __ Bright...
Beginners Guide to TikTok for Search - Rachel Pearson - We are Tilt __ Bright...
The journey beyond the trip: 5 stages of travel (updated 2014)
1.
The(journey( beyond(the(trip( EXPLORING(THE(5(STAGES(OF(TRAVEL(
24!September!2014!
2.
What(we’ll(cover(today( ! The!5!stages!of!travel!
! Consumer!mindset!at!each!stage! ! Marke?ng!task!at!each!stage! ! Relevant!tac?cs/touchBpoints!at!each!stage! ! Marke?ng!trends!and!case!studies!for!each!stage!
3.
4.
Rising(use(of(internet(in(travel…(
5.
But(offline(influence(remains(strong(
6.
GOAL( Ignite!interest:!Move!from! thinking!to!ac?vely!considering!
FOCUS( Emo?ve!storyBtelling!to!convey! des?na?on’s!main!benefit! DREAMING( Thinking(about( taking(( a(holiday;(( open(to(ideas;( weighing(up( opUons( Where!should!I!travel!to?! How!should!I!travel?! What!trip!is!right!for!me?!
7.
What(content(works(in(emoUve(story(telling?((
8.
CHANNELS( • Posi?ve!PR!
• Product!placement/sponsorship! • Branded!content! • Social!media! • Mass!media!adver?sing! • Ambient!adver?sing! • eDMs! • Travel!agent/airline!adver?sing!
9.
Source:!AC!Nielsen! What(media(are(Singaporeans(consuming?(
10.
TREND:(Ambient(+(Digital(
11.
TREND:(Newsjacking((
12.
TREND:(CiUzen(advocacy(
13.
TREND:(RealZUme(markeUng(
14.
GOAL( Make!it!achievable!and!convey! value!visBàBvis!compe?tors!
FOCUS( Emo?onal!&!Ra?onal:! Demonstrate!des?na?on’s!value!! PLANNING( Decision( made;(seek( recommendaZ Uons;(building( iUneraries( What!makes!this!trip!right!for!me?! Dura9on,!availability,!loca9ons,!unique!features?!!
15.
CHANNELS( • Search!
• Travel!websites! • NTO,!STO,!RTO!websites! • Airline,!hotel,!aggregator!websites! • Social!media! • Tac?cal!adver?sing! • Travel!agents/fairs! • Guidebook/brochures!
16.
TREND:(CiUzen(advocacy(
17.
CASE(STUDY:(( Great(Australian(Road(Trips(
18.
IUneraries(and(map(integraUon:!
19.
Brochure(request(service:!
20.
GamificaUon(and(socializaUon(of(content:!
21.
TREND:(RetargeUng( Poten?al! traveller!
Cookies!!on!site! Leaves!site! Visits!NTO!site! Surfs!web!to! con?nue!planning! Sees!trade!! partners’!tac?cal!ads! Ads!capture!interest! and!lead!him!to! partners’!sites!! Makes!a!booking!on!a! partner!site!
22.
GOAL( Make!it!easy!to!find!the!! best!offers!and!to!book!
FOCUS( Ra?onal:!Promote!quality!trade! partners!offering!savings! BOOKING( Lock(in(flights( first;(book(stay( and(acUviUes( as(good(offers( and(deals(arise( Where/how!will!I!book!the!air!9ckets?! Where/how!will!I!book!where!I!stay?! Who!can!provide!the!experiences!I!want?!
23.
CHANNELS( • Airlines,!hotels!(onB!and!offline)!
• Aggregator!websites! • Trade!partners!(onB!and!offline)! • Travel!agents! • Travel!startBups!with!! “disrup?ve”!business!ideas! countries( 17%! 31%! 23%! 16%! 18%! 8%! countries( 28%! 17%! 18%! 17%! ProporUonal(use(of(booking(channels(to(Australia:( Singapore(compared(to(average(of(all(countries((2012)( Source:!TNS!Omni!
24.
TREND:(CollaboraUve(economy(
25.
More(on(collaboraUve(economy…(
26.
TREND:(DIY(trip(customizaUon(
27.
TREND:(Voluntourism(
28.
GOAL( Increase!spend!in!market!and! inspire!return!or!next!visit!
FOCUS( Ra?onal:!Provide!help!to!get! around!Emo?onal:!Maintain! posi?ve!“holiday”!feeling!!! EXPERIENCING( Enjoyment(is( key;(keep(it( free(and(easy;( social(updates( on(the(go( What!should!I!do!today?! Where!do!the!locals!hang!out?!! How!do!I!get!to!where!I!want!to!go?!
29.
CHANNELS( • Airports!
• Taxis! • Street!adver?sing! • Accommoda?on!providers! • Local!tour!operators! • Local!adrac?on!operators! • Other!local!experience!providers! • The!locals! • Mobile!devices!and!apps!
30.
Source:!TripAdvisor,!TripBarometer,!January!2013!
31.
Source:!Australia!IVS!2012! 53%! 19%!
17%! 16%! 16%! Singaporeans(share(while(on( their(trip(in(Australia(on:( TNS!Digital!Life!Singapore!2011!
32.
33.
34.
CASE(STUDY:(Handy(in(SG(and(HK(
35.
CASE(STUDY:(Tourism(Radio(in(SA(
36.
GOAL( Aggregate!and!amplify!posi?ve! word!of!mouth!to!reach!Dreamers!
FOCUS( Emo?onal:!Provide!addi?onal! opportuni?es!and!plaforms!for! storyBtelling!by!the!consumer! SHARING( Reliving( experience( with(friends;( providing( reviews(and( raUngs( I!want!to…! relive!my!experience!with!friends!and!family;! share!my!knowledge!with!poten9al!visitors;! compare!notes!with!others!who!have!visited.!
37.
CHANNELS( • Social!networking!plaforms!
• PhotoBsharing!plaforms! • VideoBsharing!plaforms! • Online!travel!communi?es/forums!
38.
CASE(STUDY:(Puerto(Rico(Tourism(
39.
40.
DREAMING( Thinking(about( taking((
a(holiday;(( open(to(ideas;( weighing(up( opUons( CASE(STUDY:(Cape(Town(Tourism(
41.
So,(what(are(your(( key(takeaways?(
42.
Some(reminders…( ! Priori?ze!stage!of!travel!to!influence!
! Connec?on!planning,!not!media!planning!per!se! ! Invest!in!online/digital!channels…! ! But!don’t!forget!to!integrate!offline!channels! ! Be!inspired!and!have!fun!!
43.
44.
Thank(you!( TAN(WEE(HOON( weehoon.tan@ogilvy.com(
Download now