Now that the summer season is officially here, we’ve entered the prime time to start planning and curating your travel related content and campaigns. According to a survey conducted by Wakefield Research, 30% of full-time employees save more than half of their annual vacations days for the summer. And, these consumers begin researching and even booking their summer travel as early as the beginning of May in anticipation of escaping winter for the freedom of summer.
So, now that the time is here, are you ready? Consumers dream of summer vacations and travel, so appealing to these aspirations by delivering engaging content is critical. Use captivating headlines and refreshing imagery to attract your audience, and most importantly, create content that is specifically targeted and optimized for mobile devices.
Think about the last time you searched for travel inspiration, what to pack, where to eat, etc. You probably searched on your phone, right? Travel consumers are growing increasingly more comfortable with researching, booking, and exploring travel content on a mobile device.
As this trend continues, optimizing your content and campaign approach as well as understanding the habits of these consumers can directly impact your content success by reaching and meaningfully engaging with this new mobile travel consumer.
Consumers are on vacation – now what?
In addition to researching and booking travel, consumers are actively engaging with travel related content while on their trips and vacations. Mobile optimization allows your content to travel with your target audience. This consumption of content on a mobile device, across all stages of travel including planning, reserving trip activities and entertainment, finding restaurants, searching transportation and getting directions is on a steady and rapid rise.
All of your content needs to be geared towards mobile.
- Avoid heavy text – Break your content into easy to read paragraphs with bold headers, line breaks, etc.
- Graphics should be optimized – Pictures are powerful. Make sure they’re adaptive and responsive to every screen.
- Seamless navigation – Do you think your readers want to see a map? Put a link to Google Maps right under the directions. Want them to review you on Yelp when they’re done? Make the buttons large with a clear call to action. Build your content and your site so readers don’t have to leave the page, open a new app, and start typing.
For travel marketers, the mobile trend for the travel consumer offers immense opportunities, and as the summer travel season nears, now is the time to capitalize on it.
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