The rainmaker Tourism and Hospitality Marketing Academy keeps you up to date with the most recent developments in Digital Presence, Optimization, Reputation and Distribution Management. Every month we publish a dedicated marketing tip or highlight certain travel and consumer trends for the Tourism and Hospitality in Africa.
Rainmaker is the brainchild of some of the most experienced hospitality, tourism and digital marketing veterans in the industry. We bring 50 years of experience in the hotel, tourism, sales and marketing fields, 35 years of experience in IT as well as more than 15 years digital marketing experience to your project. This is enhanced by over 8 years of in-depth research and involvement in the Southern African hospitality and tourism industry, giving us peerless insight into the various source markets, market segments, value chains and market dynamics.
TIP #1 | The “5 Stages of Travel”
The Mental Model of a Traveler | Consumer
Everyone in the travel business is always looking for that competitive edge. At rainmaker, we believe the key to operating an efficient and effective marketing strategy for a hotel, lodge or guesthouse lies in a precise understanding of the consumer or the potential travelers mental model. The 5 Stages of Travel. Let’s have a brief look at what they are.
1. Dreaming
Approximately 70% of all travellers are inspired through internet in micro-moments. Their next journey or destination is the direct result of any digital influence.
2. Planning
Around 80% of holiday-makers use the internet as their main information source for planning their travels, leaving only 20% who rely on traditional methods.
3. Booking
Close to 60% of people book through the internet. In fact they also compare reviews and prices with those of competitors before booking. Most people are savvy consumers. However, due to the current industries inefficiency to provide instant gratification to the traveler, for the simple reason of convenience some travel is being booked through Online Travel Agents and Retail Travel Agents for genuine digital customers.
4. Experience
Over 60% use smart-phones or tablets during their journey. They are usually well informed about what is on in your locality, such as restaurants and attractions. And they require Free-Wifi in all areas to share their experience.
5. Sharing
More than 50% share their experiences while they are travelling - with friends and family through WhatsApp, Facebook and similar apps, or on public platforms such as Tripadvisor. That means half of your visitors are influencing your reputation while they are still with you. By doing so, they create new and more importantly TRUSTED content for other potential travellers, to start dreaming staying with you or in your destination.
These 5 Stages of Travel - Dreaming, Planning, Booking, Experiencing and Sharing - are the foundational basis of our holistically designed digital marketing strategy. While we tailor bespoke strategies for each of our clients, these five steps are at the centre of what we do. They are a thread that runs through all of our activities of the 5 Stages of Success for our customers.
