Travelers evaluate booking decisions in-the-moment.
Google has recently introduced ‘micro-moments’, an interesting notion that poses remarkable challenges for travel agents and hotel owners who seek to drive new customers in order to increase their revenue.
According to Google, “micro-moments” are:
intent-driven moments of decision-making and preference-shaping that occur throughout the entire consumer journey
Whilst travel agents and hotel owners have existing client databases, ensuring brand awareness and new customers is a must; therefore, micro-moments need to be considered.
Typical needs of buyers today
Today, buyers will load a web page on their mobile device, seek inspiration and information in just a few seconds, search and then carry on with their work.
This is a very different experience compared to that of the early 2000s, and it poses an interesting challenge for marketeers.
Typical micro-moment searches for travel buyers
Whilst on the go, buyers will search using a variety of phrases, all with a new, common format:
- Dreaming – “what is the weather like in Paris in July”
- Planning – “Best restaurants in Paris”
- Buying – “Hotels in Paris”
- Experiencing – “Restaurants near me”
Read more: tnooz