People don’t travel every day (or week, or month). Companies need to find ways to keep their audience aware of what their services are year-round, so when vacationers are ready to go, they’re top-of-mind.
There are many different steps along a traveler’s journey. This means there are a large variety of content needs: from finding destination ideas to booking travel to knowing what to do when you get there. If you want to support your audience along any of these steps, you need to get the right information in their hands, at the right time.
Traveling is usually (but not always) stressful for people. Whether it’s a recurring vacation every year, or a once-in-a-lifetime experience, there is always some level of planning, financial burden, and organization that’s required by your audience members, which may not always come naturally for them. It’s your job to keep them sane, calm and equipped with content that helps them every step of the way.
Be a knowledge resource.
Build a community of trustworthy information (reputation means everything!).
Provide such a great experience that people will come back to you year after year for new, exciting experiences.
Tailor your content for the platform you’re delivering it on. While glossy magazines are great, don’t just reproduce that pretty content on your apps or websites. Apps and websites are built for interaction and people will be expecting those kinds of engaging experiences when they find your content through those mediums.
Keep-up with changing consumer behaviors. Back in the day, people could read RCI publications, give them a call, make arrangements, and be done. Now, people embrace being their own travel agents, and Endless Vacation makes it easy for people to be the masters of their own vacation destinies. Understanding what your audience wants — rather than what you want from them — will be key in giving them the right content and support season after season.
Talk and listen: Your customers are already talking about you on Twitter- so jump into the conversation and really listen to what they have to say, using that to inform the content that you share with them.
Be open and honest with your content: If customers are complaining about you online and you don’t have an update/resolution for them, don’t ignore them. State that you’re looking into the issue, and keep communicating regularly. They’ll understand, and be grateful for your honesty.
Tap into what your audience is doing while engaging with you through a certain medium: For JetBlue, they’re traveling; for other companies, it might be laying on a beach chair. Tie those experiences into how you communicate with them, and the types of bite-sized information you provide.
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