March 09, 2018

How to capitalize on the dreaming phase of the travel planning journey

How do we reach potential guests at the very beginning stage of the travel planning journey? Is reaching travelers early in the process important? And even more significantly, how can hotel marketers make a lasting impression?

The first stage of travel planning is the dreaming phase, when consumers first start thinking about their next vacation. Google refers to the micro-moments throughout this phase as “I-want-to-get-away” moments. At this point travelers are just beginning to explore destination options and day-dreaming about what their next getaway could look like.

According to Google, in this stage, travelers are not committed to any one brand. The search-engine giant has found that 78% of leisure travelers are undecided on what airline they will travel with, while 82% are undecided on the accommodation they will book. So, what does this phase mean for hotels? Endless opportunity to grab the attention of potential guests and ignite interest in a hotel’s destination, location, and accommodations. Before we can understand which marketing channels are best for reaching these potential guests, we have to understand what these key micro-moments look like throughout the dreaming phase.

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