Are ads irritating or fascinating?
Inspiration and information
One module of the RA 2016 examined the first two stages of the customer journey in more detail – inspiration and information. Data was collected, for example, on the marketing tools used as sources of inspiration and information in these first two stages of planning the main holiday for 2015.
One of the findings was that at both the inspiration and information stages, offline communications were still used more frequently than online communications. Only 13% (inspiration) and 20% (information) respectively of holiday-makers exclusively used online media, whereas the relevant figures for users who only used offline content were significantly higher at 28% and 27% respectively. In addition, 22% and 19% of holiday-makers used both online and offline tools for inspiration and information respectively.
Consequently, offline channels were highest on the list of the top ten most used communications media (brochure, flyer and catalogue: 28%, advice from travel agent: 22%). Since this module focused on marketing tools, what has traditionally been the No. 1 source of information – family and friends – was not taken into account.
In conclusion, the fact that online content is indispensable in tourism marketing has been well-known for many years. However, tourism marketing without offline tools is not (yet) possible.
For a comprehensive analysis of the topic, holiday-makers must be differentiated. The module report on inspiration and information is based on this approach. The report also includes an analysis of the findings from the RA online on how marketing tools are perceived. Which tools do holiday-makers perceive as particularly reliable, and which tools do they find very irritating?
Detailed information is provided in the module report on inspiration and information, which was prepared on the basis of the RA 2016 face-to-face. Please contact us to find out more.