Why Tour Operators Need to Make the Most of Micro-Moments

Posted by Peter Hilliard on February 24th, 2017

Why Tour Operators Need to Make the Most of Micro-Moments

Mobile is becoming an increasingly essential part of our day-to-day lives. Whether a smartphone or tablet, we use our handheld devices to keep in touch with acquaintances, remind us of the time, find quick answers to our pressing questions, and much more.

But these interactions are also changing how we consume media, producing a new type of moment – the micro-moment – that’s altering how consumers and brands interact.

Keep reading to learn more about micro-moments and why tour operators need to be ready to make the most of them:

What is a Micro-Moment?

A micro-moment happens when someone turns to a mobile device to act on a need to learn, discover, watch, buy, or do something.

Where people used to spend dedicated periods of time online, these new intent-driven digital moments happen almost reflexively and have the power to profoundly shape expectations, preferences, and decisions.

Click here to download Google’s e-book “How Micro-Moments Are Reshaping the Travel Customer Journey.”

Micro-moments can be divided into four main categories:

1.  I-Want-to-Get-Away Moments

You can think of this as the dreaming stage. It’s that moment when a would-be traveller begins to imagine themselves in their ideal destination – whether on a warm Caribbean beach, walking the streets of London, peering down on Paris from atop the Eiffel Tower, or standing tall on the Great Wall of China.

In the United States, 37% of travellers think about their next trip at least one a month. 17% let their minds wander to travelling once per week!

At this point, travellers will typically begin asking questions like:

  • What to do in…?
  • Where can I go in…?
  • Where is…?

Wherever they imagine themselves going, you need to be there!

2. Time-to-Make-a-Plan Moments

Time-to-Make-a-Plan MomentsThis is when travellers start organizing, figuring out exactly where and when they want to go. Remember that travellers in this mindset will be open to new opportunities. That’s why – even if you captured their I-want-to-get-away attention – the key now is to keep it.

Questions travellers have here will be logistical:

  • What are the best travel times?
  • How long will it take to get from A to B?
  • How much will it cost?

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

3.  Let’s-Book-it Moments

This is the big moment, when a traveller puts their wallet where their research is to start booking their tickets.

For tour operators, it’s crucial to remove any barriers and make the purchasing process as frictionless as possible. This will help you improve conversion rates and boost sales.

4.  Can’t-Wait-to-Explore Moments

After researching, booking, and getting to their destination, travellers are ready to get out and explore it. Only 18% of leisure travellers go places to revisit old haunts. The majority – 53% – are craving something fun, new, and different.

Make your tour or activity the excursion they’re looking for!

Why Micro-Moments Really Matter for Tour Operators

With the rise of micro-moments, it’s not enough for tour operators to make an impression once. Instead, you need to be ready to capture a traveller’s attention at each stage of the transformed purchasing process:

  • Be there. Remember, you can’t win unless you’re in the game! You need to figure out which micro-moments matter for you and be there for them.
  • Be useful. It’s about more than simply showing up. You need to make sure you’re giving customers the information and content they really need.

Ultimately, the key is to connect with travellers from the moment they start imagining their dream trip until they arrive at their destination – capturing their in-the-moment attention and generating more ticket 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 get an instant quote from DataTrax – customized for you? Click here to generate your quote!

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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.