Do Guests Search for Travel in Maps? Why They Will Now

Google maps flight search smallAlex Kremer on Tnooz highlighted the addition of flight prices to Google Maps earlier this week. To put it mildly, it’s a really big deal. A game-changer. For reals. I explain why in my Travel Tuesday post, “4 Reasons Why Google Metasearch in Maps Matters (Travel Tuesday)”.

One argument against this enhancement suggests people don’t search for travel on map services at all, so what makes this a big deal? Well, as I note in the post,

“I think it’s certainly true that people don’t search for flights on Google Maps. At least prior to today, why would they?

But once early adopters begin to gain the advantages metasearch has long promised, why wouldn’t savvy travelers search for flights on Google Maps? “

You can read the whole post here.

Interested in learning more about travel marketing and where it’s going — as well as lessons that apply to a host of other industries? Register to receive a special report I’ve produced in conjunction with hotel marketing firm Vizergy, “Digital Hotel Marketing in a Multiscreen World” here.

And you might also enjoy some of our past coverage of these changes, including:

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Why Meta-search, Search, Social, Local, and Mobile Conspire to Kill Conversion Rates

What's happening to your conversion rate?Paid search. Organic search. Metasearch. Email marketing. Daily deals sites. Ratings and reviews. Social and local and mobile. How in the world is a poor travel marketer to navigate the myriad choices facing your customers today?

For that matter, how is your poor customer supposed to navigate that landscape?

Anyone familiar with “The Paradox of Choice” understands why this creates a challenging environment in which to try and sell travel.

It’s not all bad news, of course. Savvy travel marketers are using these very tools to engage their guests and get customers to tell stories on their behalf. But, there’s little doubt this “paradox of choice” environment will affect one part of your online marketing: your conversion rate. I explain why in more detail in my latest Travel Tuesday post on Tim Peter Thinks: “Kiss Your Current Conversion Rate Goodbye.”

And if you’re interested in learning more, egister to receive a free copy of my new special report, “Digital Hotel Marketing in a Multiscreen World,” produced in conjunction with Vizergy, here. While it’s targeted to the hospitality industry specifically, most of the lessons apply across verticals.

Oh, and, if that’s not enough, you might also enjoy some of our past coverage of growing your conversions (and your conversion rate), including:

Why Mobile Matters for Travel Marketers

App use on iphoneAnyone who’s read this blog (or the main blog), knows that I think mobile’s going to be huge. All signs point to that fact.

Not “forecast.” Or “prediction.” Or “guess.”

Fact.

Whether it’s Booking.com tripling its mobile business last year or (according to Business Travel News), Choice getting 10% of its bookings from mobile or La Quinta getting 23% of its traffic from mobile, mobile is beginning to represent some meaningful numbers.

And as the Business Travel News article linked above highlights, the growth these players shared “…does not take into account the growing volume of bookings from third-party mobile sites and apps, available not only from the legacy online travel agencies but the ever-expanding list of startups targeting the hotel sector.”

Guests and passengers and travelers in general use mobile because it helps them accomplish their goals. Both research and my experience suggest that consumers no longer care about “channels” or, for that matter, devices. They’ll use whatever’s handy — desktop, laptop, tablet, or mobile phone — to meet their needs. In fact, Pew notes that a growing number of people use their mobile phone as their primary means of accessing the Internet, bypassing the desktop altogether (while some of Pew’s research in this area refers primarily to teens, A. it’s also true many older demographics use “cell-mostly” internet, and B. Gen Y and Millennial demographic cohorts represent your customers in just a few years).

Why do travelers use mobile so much?

Because it’s always at hand.

Literally.

So, the fact remains, your guests and passengers increasingly rely on mobile to research, shop, browse, and buy travel and related services. The question is: Are you helping them?

Interested in more? Sign up for our free newsletter to get more information on how to build your social, local, mobile marketing strategy. You might also enjoy some of our past coverage of mobile, including:

Tuesday Travel: Weekly Marketing Roundup

Online marketingLooking to improve your hotel’s marketing going into 2013? Here’s a quick round-up of this week’s best hotel marketing and distribution tips and techniques:

Don’t forget to check back here regularly for additional hotel marketing tips and techniques. And take a look at my main blog for additional online marketing and e-commerce news and info.