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- Episode #27
- Posted on March 15, 2010
- Duration: 12:52
- Captions:
0:00 7 Steps to Successful Travel eBusiness - A Holistic Approach
1:50 online focus used to be all about booking
2:00 transitioned to shop, look, book perspective
2:20 online travel experience has become much more sophisticated
2:40 7 stages of the travel process provide opportunities for hoteliers to engage with guests
2:50 stage 1: inspiration – what is the fundamental motivation for the trip?
3:30 stage 2: research – activities, places to stay, things to do
4:30 stage 3: planning – look at time, budget, sequence of events
5:00 stage 4: validation – use review sites to ensure they made the right choices
5:45 stage 5: booking – keep travel shoppers engaged through booking process
6:45 stage 6: travel – ensure services and engagement on-site are what was promoted
7:30 stage 7: sharing - post-travel tweeting, blogging, reviews
8:15 how can hotels ensure they reach travel shoppers at every stage?
8:30 respond to negative reviews and modify operations if possible
8:50 engage with hotel association and destination sites to promote hotel
9:20 customer has complete control – could visit a dozen websites in the process
9:45 provide rich, persona-specific content on relevant channels
10:50 video is worth a thousand images – provides a tremendous experience
11:30 push the unique selling features of the hotel in a video
12:00 show customers how the hotel can make their trip to that destination great - Embed Link:
About this Episode
In the past, the focus of using the internet to plan travel used to be all about booking. Now, it has transitioned to a shop, look, book perspective, resulting in a much more sophisticated online travel experience. In this episode, Robert Cole the Founder of RockCheetah, explains his holistic approach to successful travel eBusiness and how to reach and engage guests at each of the seven stages in the travel planning process:
1. Inspiration
2. Research
3. Planning
4. Validation
5. Booking
6. Travel
7. Sharing