World Travel Market London: Creating Content Travellers Really Want
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My presentation at WTM 2013 for TBU London was about creating content that travellers really want, highlighting some of the pitfalls and risks. I talk about the importance of bearing in mind that most people only travel once a year for an annual 2 week holiday - and what that means when creating content
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World Travel Market London: Creating Content Travellers Really Want
- 1. Creating Content For Travellers • TipsForTravellers.com • @garybembridge
- 2. Create better content for travellers: Travel habits influences content needs Travellers Bloggers Under 6 weeks / year Over 6 weeks a year 80% 71% Risk Reduction? Inspiration? Source: Survey Monkey Study March 2013: Travel Content Usage Survey (276 Internet User Travellers. 176 Bloggers)
- 3. Giving travellers what they want Most helpful content? “Real life, first hand advice & tips” 70% “Personal anecdotes & stories of places, versus regular tips & advice” 64% Source: Survey Monkey Study March 2013: Travel Content Usage Survey (276 Internet User Travellers. 176 Bloggers)
- 4. Giving travellers what they want Top 3 most helpful content? 54% 52% 48% 13% 17% 36% Getting the most out of travels Source: Survey Monkey Study March 2013: Travel Content Usage Survey (276 Internet User Travellers. 176 Bloggers)
- 5. Top 5 content: Travellers vs. Bloggers Blog Readers 54 Bloggers 52 48 46 45 39 35 13 16 Money Save Tips Accom Tips 21 General Tips Destination Reviews & Tips Attraction Reviews
- 6. 88% say blogs influence travel 47 55 35 22 Entertain Only Risk Reduction? Changed Mind Drove Specific Choice Reinforced or Confirmed Source: Survey Monkey Study March 2013: Travel Content Usage Survey – Gary Bembridge / Travel Bloggers Unite. 276 respondents.
- 7. Most used & trusted travel content Source: Survey Monkey Study March 2013: Travel Content Usage Survey (276 Internet User Travellers. 176 Bloggers)
- 8. Create better content for travellers: Why travellers trust them more than others? Familiarity. Know them, comfortable using, proven reliable 48 Honest, not gloss over negatives 37 Not driven by commercial considerations 36 Well Informed 30
- 9. Creating content for travellers • Understand your audience needs • Give content they want – Advice & Tips (real life, first hand) – Help make most of limited travel by reducing risk – “Getting the most out of travels” content • Be like a trusted friend – Honest, unbiased and independent
Notas do Editor
- 80% of travellers that read blogs travel less than 6 weeks a year. Almost 40% only travel 1 – 2 weeks a year (one major annual holiday probably)70% of bloggers travel over 6 weeks a year. Only 28% claim to travel under 6 weeks a year.
- Getting the most out of travels content
- Q: Which of these has a travel blog made you do? (Select any that apply)55% - helped to reinforceor confirm a decision I had made about a travel plan.47% - Inspired me to visit a specific destination, stay in a particular place, or travel with a specific company.35% - Made me change my mind or decision I had made about an existing travel plan.22% - None of these. I read them to entertain me or inform me.
- 30+ years global marketing – VP Global MarketingTFT since 2005YouTube views =Podcast downloads =Blog growth =