Luxury Travel: The Affluent Tourist Digital Journey
The vacation season fast approaching and luxury travel brands are ramping up their marketing campaigns. With affluent travellers searching, planning and booking their travel online, it is essential for luxury brands to be present at the right time if they want to attract potential visitors.
The customer journey online gives luxury hospitality and travel brands new opportunities to reach their consumers across devices and channels. Mobile and social media, in particular, are playing an increasingly important role in the decision process of wealthy travellers. Tourists will browse through their Instagram feed and seek recommendations from their friends and trusted social media influencers to find inspirations on where to go.
In addition, Millennial travellers are looking for original and authentic travel experiences. They want to explore new locations and experience different types of vacations. These changes provide luxury brands with new opportunities to inspire and influence affluent tourists at the different stages of their purchase process. That process isn?t as linear as it used to be, however. Research by Google found that was once a simple funnel is being replaced by micro-moments, resulting in a complex booking process.
Luxury travel and hospitality brands need to activate their marketing to the affluent tourists at four key moments if they want to influence their customers? decision:
Inspiration: when travellers are seeking ideas and suggestions on where to go
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