A Case Study in The Nine Stages of The Buyers Awareness Cycle for Travel

Dec 17, 2008 by Mark Maier

Here at LPG we have shared with you the 4 Stages of the Buyers Awareness Cycle which remains a great blueprint for how consumers work their way through a purchase cycle.  A post today from Jessica Halter-Powell in MediaPost Commentary called "Maximizing The Nine Stages Of Consumer Vacation Planning" brought the Buyers Awareness Cycle for that specific industry into a new focus.  She does a great job breaking down each step of what a consumer thinks as they go through the process and the questions and expectations they have, this makes a great seeding article for clients in that industry but it also sheds some light on how we can taylor this process to any client and any industry by asking the same kind of questions that the normal consumer asks about a given good or service.....

"1. THE TRIGGER

Consumer response: "I need an escape."

Marketer's objective: Ignite the need for a vacation

Idea: Media including online banners and radio live reads can be implemented instantly based on pre-determined factors. Sites such as weatherchannel.com can immediately feed contextually relevant banner messages depending on the weather report. This is an efficient use of media dollars since advertisers are only charged for running during activation periods.

2. DESTINATION DECISION

Consumer response: "Where should I go?"

Marketer's objective: Be considered as a choice

Idea: Hotel marketers can maximize media budgets by planning campaigns in conjunction with local convention and visitors bureaus. This will increase media reach and frequency while prompting potential guests to consider hotel options immediately after choosing their vacation destination.

3. LOGISTICAL DECISIONS

Consumer response: "Which hotel fits me?"

Marketer's objective: Get them to book

Idea: A well-crafted website with vacation planning features such as listings of amenities, video tours and past-guest recommendations cut down the amount of research and helps curb comparison shopping.

4. BOOKING

Consumer response: "I've made up my mind."

Marketer's objective: Begin a one-on-one relationship and introduce add-ons

Idea: The consumers' first interaction should align with the brand's personality. Agents should be scripted to reflect the appropriate tone and trained to handle situations in accordance with the brand's service ethic. This is also an ideal time to up-sell guests on services and amenities.

5. ACTIVITY PLANNING

Consumer response: "What should I do while I'm there?"

Marketer's objective: Make them aware of amenities

Idea: Pre-visit emails, amenity menus on websites and personal phone calls from the concierge can help ease confusion, educate the consumer and increase revenue before the guest arrives. Bundling options together gives the perception of value and can help cross-sell unrelated services.

6. TRAVEL

Consumer response: "I hope I thought of everything."

Marketer's objective: Establish emotional connection and educate guests and non-guests

Idea: Advertising in in-flight magazines, using airport signage and billboards creates awareness for property amenities and services for both guests and non-guests. It also offers the additional benefit of increasing anticipation while extending brand reach.

7. ON-SITE

Consumer response: "I don't want to miss a thing."

Marketer's objective: Maximize on-site revenue

Idea: In-room collateral, interactive video and on-property signage offer opportunities to create awareness and sales for property amenities and services. VIP events hosted by the hotel's manager can also establish a face-to-face relationship and begin the loyalty process.

8. AFTERGLOW

Consumer response: "I need to tell my friends."

Marketer's objective: Create an evangelist

Idea: A phone call, note or email from the manager/concierge can capture feedback and remind guests to tell friends about their experience. Word-of-mouth recommendations are the strongest, most efficient way to create awareness and shorten the Logistical Decision phase.

9. RECONTACT

Consumer response: "I can't wait to go back."

Marketer's objective: Create a repeater

Idea: Post-visit communications such as phone calls, direct mail and emails are inexpensive methods to keep in contact with past guests. However, these types of communications can be intrusive unless the overall communication is consistent with the brand they have come to know."

Now you have a working blueprint from an Industry Expert in Travel, modify the format to fit the clients you are working with today and I am sure you will uncover some helpful information for them and opportunities for you to engage consumers with your property and their message.

Related Categories