Written by: Mar Reguant
Before talking about traveler's journey, you must know what the buyer's journey is and how to work it. According to the HubSpot methodology, the customer goes through three stages before making a purchase, such as booking accommodation in a hotel.
Depending on the stage in which the user is, he will demand a different kind of content. So, you must take into account what your buyer-persona looks for on the Internet and how they look for it, but also when they are looking for this content.
For example, a user wants to travel but he doesn’t know the destination yet and, of course, finally he must make the decision about which hotel to stay in. You are that hotel, so firstly you must sell your destination as the best and finally, you will have to position your hotel as the perfect accommodation for his holidays.
The first stage of the buyer's journey is when the prospect is experiencing and expressing symptoms of an unresolved problem or opportunity. At this stage, the user simply looks for 'educational' content.
The keywords used in this stage will be based on problems, opportunities or doubts about the sector.
Talking about the traveler, this stage is mixed with the Consideration one. It is understood that the user already knows that what he wants is to travel, but what he doesn't know yet is where, when or in which hotel he will stay in. These points are where you can influence during the Awareness and Consideration stages.
At this stage, the prospect knows what he needs and he is defining and learning more about the topic for making the best decision later.
During the Consideration stage, the keywords used are which that offer solutions. An example could be 'What are the best beaches in Mallorca to go with children?'
You, as an hotelier, should offer to the user this kind of information so he will see you as an important company in the destination and take your hotel into account for his accommodation.
At this point, we could say that the prospect has already chosen the destination to visit but he doesn’t know the accomodation yet.
In the Decision stage, the keywords used should be based on a purchase. At this stage you can already talk about your brand like an option.
As an hotelier, you can influence this final decision. For example, if you have got that the user downloaded content from your page, and his email (now he is a lead), you will be able to work the lead nurturing and offer him some offers, information or other news through the email marketing.
The traveler's journey works much like buyer's journey, but with a more precise subdivision for the type of sector we are talking about. You must know the new tourist and adapt your business to the new ways of traveling. Staying back is not an option.
New technologies, the Internet and social media have made traveling an experience that we plan and share in a very different way than it used to be.
Traveling now is easier. People travel more, live the destination more intensely and want that the whole world notices it.
Dreaming is like the Awareness stage. Here the user is thinking about traveling, but doesn’t know when or where. Simply he has the idea and starts to find out which destinations are in fashion or which are within his reach. At this point the traveler will consider if he needs a destination where to travel with children, a destination with water sports offer, etc.
In the Planning stage (equivalent to the Consideration Stage) the traveler already knows his destination and now he is planning the rest of his holidays: the hotel, what to visit, restaurants to eat, etc.
Finally, Booking, the most important step for the hoteliers. In this moment the user books, closes his vacations and he will become client of our hotel if we have got to catch his attention during the before stages.
Experiencing stage can be divided into pre-experiencing, experiencing and post-experiencing. So you must take into account this subdivision to create content for that user because although he isn't in our destination yet, he is already experiencing it. For example, we can create videos about excursions, a very direct way of communicating experiences.
Finally, but actually present through all the traveler's journey process, Sharing. Who does not share in social media that in two weeks will be drinking a mojito on the beach? Users not only want to travel, but want that the others know how lucky they are.
At this point it is important to create strategies that invite the user to share publications about your brand in social media. Make it easy for them to share: geolocation, free WIFI in the hotel, contests, etc.
The HubSpot methodology defines the buyer's journey stages and the kind of content we will work on. If you want to start working on your content marketing strategy today, taking into account the traveler's journey, these HubSpot methodology templates will help and guide you in your first steps.