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Content Curation and Travel, by ICE Portal

created using Flow 2 template
published by ICE Portal

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CONTENT CURATION AND TRAVEL

Travelers are looking for easy ways to find what they are searching for, within countless amounts of irrelevant information out there. For this, curation is the 'cure'

PHASES OF TRAVEL PLANNING

3

1

5

2

4

Dream phase (think of traveling)

Choosing a destination

Looking for activities to do

Deciding on accommodations

Deciding where to book

During each of these phases, traveler's wants, needs and specifications vary. With curated content, the travel planning process could be significantly reduced

SO... HOW CAN THIS BE DONE IN THE TRAVEL INDUSTRY?

Optimize the value of each visual asset by adding relevant and contextually meaningful meta-data

WHAT TYPE OF DATA ARE WE TALKING ABOUT?

tagging

geo-code

resolution

height

width

psychographics

demographics

curated

reviews

format

captions

WHERE DO I START?

Ask yourself, 'why do people want to stay in my hotel? In my area?'

Is it near...

Looking for...

Does it have...

Airport Beach National Park Downtown Museums Mountain Good Restaurants

History Romance Quick Getaway Relaxation Adventure Family Fun Pet Friendly Business

Jacuzzi Golf Course Minibar Kids Club Spa Ballroom Buffet Balcony

relevant & personal interaction

RESULTS

Saves travel shoppers plenty of search time

Drives traffic to your website

Adds value to each visual piece

Pushes viewers through the sales funnel

Structured content that matches what people are looking for

Establishes tough leadership

Sources: - "Hotel Sales: Improving Lead Generation Through Search" by THEMATIX - "Why online travel should offer less choice and more curated content" EyeforTravel (2013) - "Pull your prospects: Content curation to match your business goals" Monica Nastase (2013) - Google Travel Study, April-May 2012, Ipsos MediaCT