Yikes. The traveler’s customer journey is not a straight line from prospect to customer.
As you well know, there are many different factors that influence a consumer as they seek to book a unique experience. This does not make it easy for us as marketers! Nor does the fact that 38% of bookings are happening same day or up to two days before the activity. Many of these books take place “in-destination” while consumers are already traveling. That number grows to 53% when looking at bookings with a week, while only 19% of these activities were booked more than a month in advance.
And as for hotel & lodging bookings? With the explosion of travel content and tools, the path to purchase is rarely linear. Google has found that the research process can average 53 days, during which 28 different sites are visited over 76 sessions.
I work with all businesses in the tourism & hospitality industry, including outdoor & adventure tours/activities, cruise & aquatic excursions, food tours, cooking schools, amusement parks, festivals & fairs, theaters, comedy clubs, and boutique hotels & lodges. So if that’s you, keep reading!
Where are the tourism dollars at?
Consumers spend around 10% of their vacation budgets on tours and activities. But you’re not just competing with businesses that offer similar experiences to travelers…you’re competing with ALL the attractions in your region for the consumer’s tourism dollars. If someone only has a few hours a day to spend on experiences, they are looking at the destination as a whole thinking “what are the CAN’T-MISS attractions? What are the experiences that I know will fulfill my desires for XYZ?”
69% of travelers worry they’re not finding the best prices and making the best decisions!
With limited time and budget, it’s so important now than ever to communicate your story and guarantee a good time to travelers, so they know for sure they’re making the right choice by going with your business.
Unfortunately, only 9% of businesses in this industry believe they have a cutting edge digital strategy. Are you one of them? If you’re not, this is actually good news. Because it means that with a strong digital presence, you can make a serious splash in an unusually quiet online space. And I’m here to help you make it.
Are you ready to get going? Or maybe you need more stats… when you’re ready to start making some big strides in your business, click the button below.