Learn the Micro-Moments of Your Customer’s Journey

Micro-moments, as defined by Google and now used across industries are specific points in a users’ experience when you can connect with them in meaningful ways.

Learn the Micro-Moments of Your Customer’s Journey

Learn the Micro-Moments of Your Customer’s Journey 560 560 Sebastien FELIX

For more than 60% of leisure travelers, booking a trip is one of the most important purchases they make. Before making this investment, travelers take time to research all the possibilities. And more and more of this time is spent researching trips on mobile. As of the first quarter of 2018, 50% of travel website visitors came from a mobile device – and this number is growing even more now.

Smartphones allow your guests to demand things immediately. When they act on their immediate needs, expectations rise and patience goes down. For the same reason, they are more loyal to their needs being met than any brand. That is why it is important that you reach your guests at each stage of their journey and win their booking.

 

What Are Micro-Moments?

Micro-moments, as defined by Google and now used across industries are specific points in a users’ experience when you can connect with them in meaningful ways. According to Google, there are four micro-moments that hotels and travel brands must consider when designing a marketing strategy. Let’s dive into these concepts and see how can they apply to your customers and your hotel.

 

1. DREAMING: “I-Want-To-Get-Away Moments”


During this stage, people are looking for inspiration on where to travel. This is one of the most crucial moments in promoting your destination or hotel. It’s all about the experience at this stage. Inspire wanderlust.

If you are a hotel, it’s not the right moment to speak about your rates or about the sizes of your room. You need to make people want to visit first.

The most relevant content is visual. At this step, you need to create emotions about the location. Use both pictures and videos as well as interactive/dynamic advertising content (Facebook Canvas or Instagram Stories for example) to attract your traveler. You’ll need brand awareness campaigns and a strong social media identity to be able to stand out from the crowd.

Ask yourself who the right travelers are for your hotel and why they would choose you. This is the only way you will be able to consider for the next micro-moment: the planning moment.

 

2. PLANNING: “Time-To-Make-A-Plan Moments”

This moment happens only when people already have a particular destination in mind. You already answered the “where will I go?” question and they are now looking for the right dates, the right flight, the right place to stay, and all the things they’ll do while they’re there.

As a hotel or travel marketer, your role at this point is to inform the traveler about what they will get by coming to your place. You need to be useful by providing the right information and giving the answers your travelers are looking for.

To meet their needs you should, for example, provide quick information like: Is it a pet-friendly place? A nice spot for romantic getaways? Can I access public transport easily? Does the restaurant offer vegan options?

Mobile has a key role in this micro-moment because people at this stage are often searching during their commute, on the couch, before bed, or when speaking with friends about traveling. You don’t need an overdose of info, just simply what your traveler/target needs.

Consider also that the time spent on a mobile device is really short. Mobile has caused everyone to demand things immediately. People expect short, fast, informative and relevant answers. If you don’t offer a precise information in almost real-time, people will just leave and go elsewhere.

 

3. BOOKING: “Let’s-Book-It Moments”

This is the last step of the booking process. At this stage, people are ready to book (and they will do it with you if you have both strong branding and an efficient booking tool).

This is where they want to hear about special deals, flash sales, offers and any on-point information that will lead them to complete their booking decision. You need to communicate your best rates available and make your travelers think they are booking at the perfect place (that they have the “deal of their life”).

At this point, you can also use advertising tools such as remarketing to make sure people are coming back to your website to convert.

 

4. EXPERIENCING: “Can’t-Wait-To-Explore Moments”

The customer’s next trip is finally booked. They’ll be arriving in a few days or they might already be there. As a brand, you should start to ask yourself, “How can I enhance their experience and how can deliver the emotions and experience they’re expecting”. If you make your guest’s trip unbelievable, they’re more likely to share their story with their family, friends, colleagues… as well as on their social media accounts.

This micro-moment has especially changed over the last 5 years with the rise of mobile devices. In fact, when most of the people arrive in a new place they usually want to get familiar with their surroundings. That’s why mobile queries from hotels have grown 49% in 2017 by using the phrase “near me” (“food near me”, “shops near me”, “restaurant near me”, et cetera).

 

And Now, What Should I Do Next?

Understanding these micro-moments is key to build a coherent and sustainable digital marketing strategy for your hotel or travel brand. This is what we believe at Influence Society.
In the era of mobile, social and assistance, you/we need to take into consideration the new customer behavior before planning any sales, marketing, and communication plan. If you don’t you risk to just throw money without getting why what you do has no impact.

In parallel, we are only at the beginning of this new society as chatbots and voice search devices are increasing rapidly. It will (maybe) be the next big revolution of our hospitality industry and impact even deeper than mobile devices did themselves.

If you feel overwhelmed, just start by doing small steps – that’s always the best strategy. Here are my takeaways for the next months:

  1. Think about each of this micro-moment and apply it to your traveler. What do you do to make the experience better?
  2. Check your Google Analytics statistics to see how much people go on your mobile website: what do they do (which pages they go) and what is your conversion rate? Think about what is the best information to provide them.
  3. Before doing crazy advertising campaigns on social networks and even Google Adwords, try to see if your mobile website is optimized enough. Today 80-90%% of traffic coming from Facebook, Instagram, etc. comes from a mobile device. So it’s pointless to spend money if you are not ready.
    I suggest tools such as Google Page Speed Insights to have an overview of your website and speed.
  4. Check your social media and ask yourself if they reflect well your brand identity? Do you also reply as fast as you can? Do you have enough reviews (and good ones)? This influence your future traveler booking micro-moment.
  5. If you think you are struggling with speed, one of the key component of our modern age, you should consider 2 technologies to help you to create a faster user experience:
    1. Google Accelerated Mobile Pages – to make your mobile website loads insanely fast (less than 2 seconds). More information here.
    2. Chatbots – to provide real-time answers to your guests either they are on your Facebook page or on your website. More information here.

Privacy Preferences

When you visit our website, it may store information through your browser from specific services, usually in the form of cookies. Here you can change your Privacy preferences. It is worth noting that blocking some types of cookies may impact your experience on our website and the services we are able to offer.

Click to enable/disable Google Analytics tracking code.
Click to enable/disable Google Fonts.
Click to enable/disable Google Maps.
Our website uses cookies, mainly from 3rd party services. Define your Privacy Preferences and/or agree to our use of cookies.