There’s nothing quite like a bit of holiday research to get you through a rainy day.
Now, according to new stats from Signal, more of us than ever are using our smartphones to do it.
With 46% of millennials planning a trip using their mobile in the past year, it is the younger generation that is driving the digital shift.
So, how exactly are travel brands catering to mobile users, and more specifically, millennial mobile users?
Here’s a closer look.
Piquing initial interest
Google uses the term ‘micro-moments’ to describe the times when we reach for our mobile phones for a specific purpose.
In terms of travel, the first interaction that many brands aim to capture is the ‘I want to go’ moment – i.e. the initial desire to travel.
At this point we might have a location or a place in mind, but mostly it is centred around general research.
Airbnb is a great example of how to engage mobile users in this moment.
Building on the fact that millennials typically crave experiences that excite and inspire, it uses guidebooks to build interest around a particular place.
By creating multiple articles about a single location, it means users are likely to get lost in their online journey, clicking further to discover recommendations and guides.
Before you know it, you’ve spent 45 minutes reading about the best markets to visit in Portland.
Booking.com also uses inspirational content to engage users during these early stages.
Using endorsements from fellow travellers, it is able to showcase a wide number of locations based on specific interests and activities.
While it does not discourage other age demographics, terms like ‘adventure-seeking’ and ‘epic’ are nicely aligned to millennials consumers.
With its interest-led content, the aforementioned example could also be seen as a move towards personalisation.