There are isolated parts of the world where you can exist independently of technology. Machete in hand, you can hack through the dense foliage, find that uninhabited spot of natural beauty, pitch your tent and sing camp fire songs to a jungle audience. Guess what? That spot has a GPS location, which is how you found it in the first place. There’s a cell phone tower within texting proximity and the locals in the nearby village know their LOL’s from their OMG’s. You can’t escape tech. But like any tool, it’s only as good as its usefulness and its user.
Expose yourself with tech
Your brand is fighting for survival in a jungle of travel products around every turn of the globe. Time to get your brand better exposed.
How does travel tech turn your challenges into opportunities?
We assume you’re in this business to increase sales, grow brand awareness, expand your business, and build loyalty among clients and trade partners.
With distribution and marketing at the heart of your business objectives, travel tech is the pacemaker.
It’s great getting your reps out visiting agents and operators to punt your products. That’s feet on the ground, cars on the road, good wholesome face-to-face contact. Now complement that with a comprehensive digital presence. Your product content should be available and visible to the trade and travelling public 24/7 at a mouse click, getting seen, used and sold/bought. Tech is skilled at putting your brand everywhere, continuously and consistently distributing your content to where it’s sought.
65% of leisure & 70% of affluent travelers begin researching online before they’ve decided where or how to travel…
Easing those marketing pains
Apparently people don’t like reading much any more..☹ So marketing your offerings with media-rich content is a strategy that will suit your audience perfectly – fewer words, more visuals. The power lies in the empathy you illustrate for the traveller/guest with your chosen images. There will doubtless soon be more exciting tech advances to benefit from, like virtual consumer experiences; for now, video is marketing gold. The rate of digital video consumption on social media increases yearly, with Facebook and YouTube leading the charge. Here’s a golden opportunity to influence potential clients at the early stages.
Not only is this fabulous for tracking consumer data, but video conveys a depth of empathy, like this work of content art from our friends at Digital Shelf.
What you get is visually appealing, digital, inspirational and eventually ubiquitous.
You do know that Operators and Agents would really rather not spend their time searching for and managing your content, right? It’s got to be you doing that! Eliminate the risk of not being used. Eliminate the risk of being misrepresented by external content curators and online review sites. Your in-depth product knowledge is super-valuable commodity.
Now what’s the quickest, easiest and cleanest way to update your content?
You start by publishing and printing a new brochure, spending good money making it pretty and getting it distributed.
But you have some new specials to promote and it seems your product is suddenly en vogue in the French market; now you need a French content translation too..
Of the 10,000 copies you had printed, how many actually get read?
Your 3 headaches have 1 solution in tech.
That same brochure in digital format can be altered quickly and easily, without killing a forest. Voilà! Tech will have your content updated and ready for francophone travellers to purchase your latest special offer. It puts you in full control of managing your content and how it represents your offerings – all in a fraction of the time it took to do things manually, like a century ago..
👇🏼Check it out: this multilingual giraffe speaks 9 different content languages.
Tech optimises for mobile
If you only take away one thing from my tech rant, let it be this: optimise for mobile!! A mobile strategy is about reaching consumers where they live, which is pretty much on their phones.
Capitalise on the prevalence of mobile app usage for personalised guest services/experiences. Your content definitely needs to be responsive and accessible on any device.
You’re dealing with a tech savvy audience, many of whom are increasingly sensitive to green issues and will frown upon your over-use of paper, even those lovely glossy coffee-table brochures.
They value snappy response times and service delivery, and spend a large amount of their research time online. So you really need to ensure you can be found easily, that you invest in real-time, dynamic marketing with a paperless option.
Consider all those travel pics travellers are taking in, around or near your property, doing your activity or dining at your eatery..
Evolving social trends are favouring a major travel-selfie revolution..
Tech has politely gifted you with a bottomless content resource right inside the mobile space of their personal consumption. Decode that UGC!
User Generated Content (aka Earned Content) empowers you twice over. When you engage with the public online (existing and potential clients), you can manage crises, your reputation and brand awareness; simultaneously keeping track of traveller preferences.
Studies and stats continue to impress upon us how UGC has become the best source of marketing content as travellers place their trust ever more in each other’s experiences and reviews.
The fact that you save a bit on content creation is a nice bonus. Guests previously wrote their comments in a Visitor’s Book. Now that book is out in cyberspace – tech connects you to it via their phones.
Tech acting all cute and valuable
Those inspired little flashes of ingenuity conjured up by talented tech geek magicians most of us don’t understand but do admire, we call them value adds: direct messaging platforms (between you and your clients), digital concierge services, and software as a service, are all becoming increasingly prevalent in travel. It bridges the friction between your client and the experience they want, and makes convenience a service that sets one brand apart from the rest.
Hotels with mobile apps like check-in & e-menus are a big plus when making decisions where to stay.
🐾Technology leaves a useful trail of footprints in its wake. Non-client-facing perks include being able to collect client data to further develop those personalised offers whenever clients book on your website or access a digital service you provide. Or not, as the case may be. The data-centric approach means engineering the best practice approach to more satisfied clients, loyalty retention and more future business generated using consumer data. That’s tech smart.
It’s ironic: travel is a personal thing. How I travel, where I go, what I do, with whom, where I rest my travel-weary body.. it’s all deeply personal. Yet as the 21st century hurtles along, the power to revolutionise my travel experience lies squarely in the innovative palm of the impersonal machine. Who knew? Technology is an artist. And the traveller is its muse.