Positioning Content As a Tool to Build a Higher Level of Trust

Be it for social web or the early stages of the real-time web, such developments are having a profound effect on local destination content.
 
A firm like VisitBritain says its research has consistently shown that the international traveller has keen interest in two particular aspects  of local content - peer to peer reviews from their fellow traveller and local reviews about what the “locals” think is special about their town/ destination. At the same time there are several challenges when it comes to optimising the local content be it from resources or budget perspective. The main challenge is that content is not something you create once and then you’re done. The need for constant refreshing is a drain on resources and budgets.
 
Online travel sites also try to make most of the local content to propel search engine rankings. Local language sites are absolutely key, and so is to engage the local bloggers and “relevant” social media communities to make them online ambassadors.
 
From a hotelier’s perspective, Edward Perry, senior director of E-Commerce, WorldHotels, says content has become a differentiator for the consumer.
 
Perry, who is scheduled to speak at the Online Marketing Strategies for Travel USA conference which will take place in Miami (2-3 June), spoke to EyeforTravel’s Ritesh Gupta about local content, geo-content and much more.
 
What new trends have you witnessed be it from local content or the technology supporting local content perspective? How have these made the entire experience a visual delight and got consumer closer to realising his objectives on a travel site with local content? 
 
Edward Perry: Based on my experiences over the last year, content has become a differentiator for the consumer.
 
With some rigid competition in the marketplace, we like to position content as a means of providing consumers with a higher level of trust of our products and services.
 
In other words, consumers should be able to not only see a property in pictures but become part of the experience through rich media. We believe this is a vital part of increasing online conversion.
 
Travel companies have realised that maps, travel directions, and local information can make a travel site a valuable destination resource especially considering the fact that travel planning is destination-sensitive. How should one approach geo-content?
 
Edward Perry: First of all, a property should be meticulous about their latitude and longitude data, as these greatly affect placement on online travel sites. These figures are also extremely vital for corporations that are looking to send their employees to the best choice in properties, based on proximity to the job site.
 
How do you assess the availability of options (distribution platform/ third party sites) through which companies can eliminate contracting, maintenance and operations associated with the sourcing of content? 
 
At WorldHotels, we wanted to work with the company that not only possesses the best technology today, but also the one best positioned to produce solutions for future technology demands.
 
We went through a fairly extensive (three plus months) discovery period, weighing all our options, before making a final decision on partners.
 
Consumers do a lot of research prior to booking. How do you think companies should approach their online content strategy today?
 
Edward Perry: In my opinion, companies should approach the process as if every booking were dependent on the delivery of superior content. The quality of the content can only be measured by consumer adaptability. Therefore, online marketers need to remove their company hats and look at the process from the eyes of the consumer.
 
In other words, if I were taking a vacation to Bermuda, what sort of content would I expect to see? If I found that content, what would the likelihood be that I would book on one site over another, if all things were otherwise equal?
 
There is a strong emotional component of UGC which can’t be ignored. For instance, studies have indicated that those online travel researchers who have used UGC for their most recent trip, did so to get excited about their upcoming trip.  Do you think there is, however, a gap in terms of UGC’s functional capability to make travel planning easier given the enormous volume of content available?
 
Edward Perry: One can never have too much content. The difference between good content and bad content is that bad content is not indexed properly thereby frustrating the consumer with information they did not want.
 
Hotel video review sites are emerging as a new tool in the online travel planning and buying process. What do you make of videos as a format and as part of a site’s content strategy?
 
Edward Perry: I think videos speak more than a thousand flowery written marketing words. Videos are especially important for visual learners.
 
Delivery of content is empowering and critical, but should be tied back to the business objectives. In your opinion, how can Travel 2.0 companies or sites go about utilising features such as videos, blogs etc and set specific, measurable goals related to business metrics?  
 
Edward Perry: In my opinion, videos are a necessary investment in today’s online business environment-much like a booking engine, a photo bank, online mapping, etc. Videos are a part of selling and should be treated like any other component of the online investment. 
 
Online Marketing Strategies for Travel USA 2010 Conference
 
Edward Perry is scheduled to speak at the Online Marketing Strategies for Travel USA conference which will take place in Miami (2-3 June).
 
For more information, click here: http://events.eyefortravel.com/online-marketing/agenda.asp
 
Or contact:
 
Gina Baillie
VP Global Marketing & Events
+44 (0) 207 375 7197 (UK)
gina@eyefortravel.com

Logos, product and company names mentioned are the property of their respective owners.

Reader Comments:

Reply to or add comment

Tweet