If your travel business isn't inspiring consumers, then you might be in the wrong industry. Inspiration is the building block on which the travel buyer launches their journey - travel brands leverage curiosity and cater to the emotional element that lies behind each individual's travel decision before delivering experiences that meet those needs.
Whether you're selling the dream of a family friendly holiday by the sea or an adventure holiday that ticks those once-in-a-lifetime experiences off the bucket list, targeted inspiration is the key to turning those browsers into bookers.
This is the reason why personalisation is the buzzword of the moment - generalised approaches to sales and marketing that work oh-so well in other industries just won't cut the muster in the travel business.
So, how can you up your targeted inspiration game? Whereas once it may have come from travel agents, it now comes from more automated sources - from the chatbots that are set to take centre-stage in a customer service role, utilising machine learning and cognitive computing to offer personalised suggestions that play to customer's preferences, to metasearch brands who are expanding beyond delivering a mere price-driven service to offering personalised content and up-selling opportunities.
However, the bottom line is that inspiring travel consumers in 2017 involves bringing together an optimal and personalised user experience with transparent pricing - whether the user becomes a customer or not. Provide enough value and inspiration early on in their journey and they are much more likely to return than if your brand neglects the UX in favour of short-term revenue-focused tactics.
Providing inspiration for users means building a relationship fast. How? With top-notch content. Destination guides are an excellent example of inspirational content. When done well they enhance the user experience and warm up customers in the early stages, encouraging them to visit your site time and again. Look at AirBnB's homepage, filled with destination guides rather than the hard-sell accommodation listings.
It's also key to ensure your website is fully optimised for mobile browsing experiences whilst location-based content can help to deliver inspiration to users at the right time in their journey, no matter where they are in the world.
Design your UX with the customer in mind, offering inspiration at every part of the journey, and you'll be on the right track for locking down loyalty and making those sales.
Talk to the experts
Our mobile platform, comprehensive GEO data capture and multi-screen technology offers a seamless experience for users on the go, whilst our integration Arrival Guides can help you offer your customers the very best in inspirational content.