There’s a lot of planning that goes into travelling. Travellers are bombarded with information, and have an overwhelming number of decisions to make: where to stay, what to do, where to eat – these are just the basics. The challenge from a business perspective is how to capture their attention when there are so many other businesses sharing their messages at the same time.
Thankfully, we have access to some great research from Google that provides insight on the traveller journey – a journey that is rarely linear and is more like a scavenger hunt. Along this journey, one search can spark an entirely new idea or desire. And one search can make the difference between your brand and the competition.
The moments along the traveller journey tend to fall into one of four categories, which map very closely to the stages of the travel decision-making process, and are known as travel micro-moments. The four key stages are: dreaming, planning, booking, and experiencing.
Dreaming Moments: Also called, I-want-to-get-away moments, these happen when people are exploring destination options and ideas with no firm plans. At this stage, people are looking to be inspired.
Planning Moments: Also called, time-to-make-a-plan moments, these occur when people have chosen a destination and are looking for the right dates, the right flights, the right place to stay, and all the things they’ll do while in destination.
Booking Moments: Also called, let’s-book-it moments, these are when travelers are ready to complete the transaction. They’ve done their research and now they want to purchase their tickets, reserve their rooms, and buy the experience. They are ready to take action.
Experiencing Moments: Also called, can’t-wait-to-explore moments, these happen when it’s finally time for the trip. This last stage takes place when the trip is underway and travelers are ready to live the trip they’ve been dreaming about—and share it with others. They want to explore the area and experience what they have been promised.
As a business, it’s important to not only be there, but also to be useful during each phase of the journey to win travellers’ business and attract visitors. If you attended OH!Tourism Summit 2017 last month, this is not new information for you. During our afternoon session, we explored how content marketing can be used to reach people during micro-moments by providing useful and engaging content to promote the experience and inspire visitation. We also explored how you can leverage OHTO’s Come Wander brand platform to share your stories by responding to Monthly Guiding Questions and Seasonal Product Knowledge Requests, and shared two take-away resources: a Micro-Moments Tips Sheet and an Overview of OHTO’s Programs.
From a regional perspective, we know we can have the biggest impact with the visitor in their ‘dreaming’ phase – when consumers are feeling a motivation to get away and imagining where their next trip will take them. This is where we step in and inspire them to Come Wander Ontario’s Highlands.
With ComeWander.ca acting as the main hub to share the region’s stories, and a solid content marketing strategy and platform in place, we are looking forward to working with our communities to bring forward compelling and captivating stories that feature all the amazing experiences in the region. The last step in the shift to our new digital system, is to remove our old websites. On December 1, 2017 both www.ontarioshighlands.ca and www.ohto.ca will no longer be live on the web.
Once a consumer is engaged through the content on ComeWander.ca, there is an important need for a fulfillment piece for the consumer to plan their trip. Moving forward, we’ll be linking those looking for a comprehensive directory of everything there is to see and do in Ontario’s Highlands, including event listings and packaging, to Ontariotravel.net.
With that, here’s what you need to know to best be represented and have your story shared:
- All tourism products and experiences fed through Comewander.ca are in a storytelling format to engage and inspire consumers. Click here to find out how you can be featured.
- All directory listings, events and packages will live on our regional page at Ontariotravel.net and linked back to Comewander.ca.
- If you are interested in being included in the directory listing, events or packaging pages on Ontariotravel.net you must first sign up for your free business listing by visiting Tourismpartners.com.
- If you have questions about creating a directory listing on OntarioTravel.net, sharing event information, or submitting packages, OTMPC staff are available to help you through this process.
- This change will take place effective December 1, 2017.
- More information on the Come Wander brand, OHTO programs, and our content marketing approach can be found at Comewander.ca/Industry.
If you have any questions or would like to further discuss how you can leverage the Come Wander brand platform to inspire visitation to your business, please don’t hesitate to contact me.
Looking forward to wandering with you,
Marketing Manager, OHTO