View all posts: Trends
In our recent blog, “The Hyper-Informed Traveler, a Decade of Growth,” we highlighted the growing fragmentation and complexity of media use by US leisure travelers. The travel media landscape of 2018 presents a bewildering range of media, content and channels used by travelers in researching travel and planning their next trip.
But outside of media, one channel remains dominant in shaping travelers’ perceptions and decisions–traditional word of mouth. Travelers talking to family and friends about their experiences remains the most important source of information by some distance. When Destinations Analysts plots all media by frequency of use and level of trust, no other source of information compares. The graph below from Destination Analysts highlights the dominance of Word of Mouth. The left or Y-axis plots the Level of Trust held in media sources by US travelers and the bottom or X-axis tracks the frequency of use. The size of the data points signifies the importance of the media source.
Over the last couple of years, Google has been quickly evolving both search and its travel related platforms. These enhancements have created challenges and opportunities for the travel industry. Google notes this evolution is in response to changing travel behavior and technology shifts. In addition, new technologies and the power of artificial intelligence has spurred the growth of voice search, intelligent assistants, smart speakers are more. This is a trend that is beginning to change how we conduct and interact with travel related searches.
In this blog, we highlight some of these changes and what this means for destination marketing organizations (DMOs) and tourism businesses of all types.
At our December “The Year in Review and Year Ahead” webinar, Phocuswright’s Douglas Quinby identified 10 key trends for destination and tourism marketers. Building on five of these key trends, Miles’ Chris Adams summarized specific examples, recommendations and resources for action for destination and tourism managers and marketers.
As you head into 2018, use these recommendations and resources as inspiration for your New Year’s marketing resolutions:
Miles team members recently attended some of the industry’s top events and brought back highlights on the topics and trends discussed. We wanted to share a few takeaways from these conferences that will likely play a role in the travel and tourism industry as we move into 2018.
Skift Global Forum
The “TED of travel” and one of the most creative business gatherings in the global travel industry, Skift’s Global Forum focuses on the future of the travel industry and the industry leaders creating and defining the way. Miles’ Vice President of New Business Development/Creative Director Elena Prostova attended and highlighted two key themes that drove conversation at the event and throughout the industry.
Complex. Fragmented. Comprehensive. These are just some of the adjectives that can be used to describe how travelers plan their trips in 2017. Here at Miles, we have coined the term “Hyper-Informed” to describe the travel media landscape and the sources of information that travelers now access.
At Miles, we have been monitoring the media use and travel planning behaviors of travelers for more than 10 years with our research partner Destination Analysts. Their State of the American Traveler quarterly survey of U.S. leisure travelers has consistently tracked a rise in the range and complexity of media that travelers are accessing. This has a created a Hyper-Informed Traveler: More visitors are using more sources of information than ever before in the history of our industry.