Travel brands need to create and distribute genuine content to win over customers tired of seeing stock images with perfect beaches and blue skies, a new study by immediate future has found.
The ‘Sun, Sea, Social and Search’ report suggests that travel customers are becoming suspicious of traditional brochures and now have a preference for genuine digital content that does not appear staged or exaggerated.
It means that meaningful quotes and idyllic photographs are now more likely to frustrate and annoy rather than compel customers to put their trust in a brand and select a dream holiday.
Travel companies can cater to the demands of savvy customers by creating high-quality, engaging content in 2020.
The report found that blogs covering important topics or articles offering real reviews of destinations are the quickest way to win over customers.
Most of all, travellers want something genuine that will lead to lasting connections.
The CEO of immediate future, Kat Howell, said: “Brands need to be focused on quality content if they intend to make an impact.
“And that means being focused on trust drivers such as personality, consistency and genuine connections.”
Travel companies should also use content as a springboard for sharing across social and for further discussions with friends and family.
Around two-thirds of leisure travellers are either using Messenger or WhatsApp, and these smaller networks are having a notable influence on decision-making.
The report also found that Google Images and visual search are playing a pivotal role in creating greater awareness about specific holidays and destinations. You can read the entire report here.