How Tour Operators Can Capitalize on Micro-Moments

Posted by Peter Hilliard on January 4th, 2017

How Tour Operators Can Capitalize on Micro-Moments

Say hi to Liam. At 30, he’s become an avid traveller with at least three trips this year (a relaxing California vacation, a friend’s wedding in Chicago, and his own destination ceremony in Cancun), plus other adventures he’s inspired to plan along the way.

But whether it’s where to stay, what to eat, or what to do, Liam is going to find himself faced with a world of travel-related options. As a tour operator, how can you cut your way through the noise to make sure your excursion stands out in Liam’s mind?

Keep reading to learn how making the most of micro-moments can help you capture the attention of Liam (and travellers like him!):

What is a Micro-Moment?

A micro-moment occurs when someone turns to a mobile device to act on a need to discover, learn, buy, do, or watch something. These intent-driven moments take place almost reflexively and can profoundly shape a traveller’s decision-making processes.

What is a Micro-Moment?There are four types of micro-moments:

  1. I-Want-to-Get-Away Moments: Otherwise thought of as the dreaming stage, this is when a traveller first begins to imagine themselves on their trip – whether they’re peering down on London while riding the London Eye or adventuring underwater at the Great Barrier Reef.
  2. Time-to-Make-a-Plan Moments: This is when travellers start to organize their journeys and figure out where and when they want to go. At this stage, you need to connect with customers to keep the attention you’ve already earned.
  3. Let’s-Book-it Moments: Now travellers are ready to put dollars behind decisions. For tour operators, removing barriers to make the purchasing process frictionless is crucial.
  4. Can’t-Wait-to-Explore Moments: The traveller has now reached their destination and is ready to experience it. Your tour or activity might be just the excursion they’re looking for!

How to for Making the Most of Micro-Moments

1.  Think about the Questions Travellers will Ask at Each Stage

Micro-moments represent distinct mindsets for travellers, each with their own questions and concerns:

I-Want-to-Get AwayTime-to-Make-a-PlanLet’s-Book-ItCan’t-Wait-to-Explore
  • What can I do when I get there?
  • Where can I go in the city or country?
  • Where is the best place to visit?
  • What are the best travel times?
  • How long will it take to get from A to B?
  • How much will it cost?
  • How can I book my travel?
  • What forms of payment can I use
  • What happens if I need to cancel?
  • Where can I eat near me?
  • What activities can I do in this city?
  • What sites should I see while I’m here?

You need to be ready to connect with your customers and provide answers to their in-the-moment questions.

2.  Find Innovative, Creative, and Attention-Grabbing Ways to Provide Answers

Today’s travellers want more than a few sentences about what makes your tour the best. They want to see it and get a feel for the experience they’re thinking about having.

multi-media opportunities will help your tour capture the attention of travellers

Consider taking advantage of different types of media, especially images and videos:

  • 54% of leisure travellers say images help guide them in their decision-making process.
  • Over 100 million of YouTube’s unique monthly visitors are travellers.
  • 64% of people have watched a video while thinking about (or planning) a trip.
  • 3 in 5 people use video to narrow down their travel choices.

Making the most of multi-media opportunities will help your tour capture the attention of travellers, turning adventure-seeking dreamers into satisfied customers.

3.  Make Sure You’re Ready to be Found – Especially on Mobile

The reality is that 70% of people research travel options on their smartphone. When they’re ready, half go on to book using a handheld device. These numbers will only continue to rise as more and more travellers rely on mobile to plan, book, and enjoy their trips.

3. Make Sure You’re Ready to be Found – Especially on Mobile

4.  Ensure a Seamless Experience for Customers from the Moment they Find You to the Moment they Finish their Tour

According to Google, people only wait an average of three seconds before abandoning a travel or retails site that isn’t giving them the information (or services) they’re looking for.

When a traveller discovers your tour or activity, they should be impressed with what it has to offer and have no problem booking their spot quickly, easily, and conveniently from anywhere on any device.

Making the most of each micro-moment and connecting with travellers from start to finish will help you increase brand awareness, attract new customers, and grow your sales.

At DataTrax, our automated booking solutions are designed by tour operators for tour operators. Contact us today to learn how our products and services will make it easier to run and grow your business! 

Do you want to discover risk-free how DataTrax’s solutions will benefit your business? Click here to start your free demo! 

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Peter Hilliard

About Peter Hilliard

Peter Hilliard is the Founder, President, and CEO of DataTrax. He began his career as a tour bus operator with a single bus, until he realized that a better solution was needed for automating and tracking ticket sales. Led by Peter’s expertise in the tour industry and ticketing automation technologies, DataTrax has grown over the past 20+ years into an international leader in ticketing solutions.