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L
os consumidores de hoy pueden obtener lo que quieren, cuando lo
desean. Como resultado, son más curiosos, exigentes e impacientes que
nunca.
As this shift expands across purchasing behaviors, we’re seeing changes take
ight in the travel industry too. Enabled by technology, travelers have greater
expectations for assistance. When they need information or have a question,
they’re looking for assistive experiences that are useful, personal, and frictionless.
At Google, we set out to help partners understand travel expectations and deliver
automated, connected, and personalized experiences at scale—and measure
effectiveness.
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26/1/2018 2018 tendencias de viaje para ayudar a darle forma a su marketing - Think with Google
we’re stitching together the many pieces of trip planning so it’s easy for users to
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save, revisit, and share their plans. This allows travelers to pick up where they left
off, e ciently nish tasks, and progress to the next step intuitively. In short, we’re
making the travel search experience on Google the best it can be.
For marketers, there’s a great opportunity to assist today’s travelers with decision-
making at every step of the journey. As you head into the new year, here are three
2018 travel trends that emerged from the Google/Phocuswright study to keep in
mind.
Fifty- ve percent of travelers we surveyed agree that they have to check too many
sources of travel information before making a decision. And those decisions, once
a traveler makes them, are stressful. Travelers are most concerned about nding
the best price for their vacations—more so than with any other discretionary
purchase that we asked about (such as electronics, home improvement, nances).
Comprehensive tools help them choose. After price, which is consistently the
most important factor year-over-year, the ability to compare all options in one
place was the most important element for travelers when shopping for the best
deal.
The place to make a difference with them is on mobile. The travel industry is not
keeping up with travelers’ expectations. For instance, eMarketer
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sales In 2017, a third of
those surveyed still said they were uncomfortable researching and booking travel
Obtenga nuestro boletín de noticias
on their phone—nearly unchanged from 2015.2
Esté al tanto de lo último y mejor
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26/1/2018 2018 tendencias de viaje para ayudar a darle forma a su marketing - Think with Google
Source: Google/Phocuswright Travel Study 2017, Base: Leisure Travelers: U.S. n=673, Brazil n=640, U.K. n=635, France
n=480, Germany n=553, Australia n=617, India, n=707, Japan n=462, S. Korea n=688.
Does this mean that the value of service and loyalty is diminished? Far from it, but
this highlights the importance of differentiating one’s brand at every opportunity,
whether it’s being there when someone searches for “top things to do in Greece,”
having a fast mobile site that gives travelers the information they need on the y,
or proactively suggesting things to do in-destination once they’re on their way.
durante los próximos 12 meses, los viajeros planean tomar más escapadas cortas
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(3 noches o menos) que las vacaciones más largas (más de 3 noches) en los
próximos 12 meses. 7
Fuente: Google / Phocuswright Travel Study 2017, Base: Leisure Travelers: US n = 857.
¿Alguna vez un hotel ha sabido si pre ere una habitación más cercana al ascensor
antes de registrarse? ¿O un empleado de una línea aérea o de una línea de
cruceros lo saludó proactivamente con su bebida favorita? Todos los días, estas
oportunidades para sorprender a los viajeros existen. Estos momentos no solo
pueden dejar una impresión duradera, sino que también pueden tener un impacto
positivo en los resultados comerciales a largo plazo. Si una marca de viaje adapta
Obtenga nuestro boletín de noticias
su información
Esté y experiencia
al tanto de lo último y mejor general de viaje en base a preferencias personales o
comportamiento
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No, gracias
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Estas son las buenas noticias: las marcas pueden aprovechar las oportunidades
para personalizar las experiencias del consumidor, incluso antes de embarcarse
en un viaje. Con más viajeros recurriendo a la asistencia digital, los profesionales
del marketing pueden conectarse con los clientes cuando expresan su intención
por primera vez a través de la inspiración o la investigación en línea. Las
compañías de viajes pueden segmentar sus audiencias, combinar datos de
primera y de terceros y utilizar el aprendizaje automático para conectarse con los
clientes.
Rob Torres
Director de la industria de viajes en Google
Fuentes (3)
Recomendado para ti
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CES Report: As technology advances, assistance is the new battleground for growth
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Article - Jan 2018
The future of travel: New consumer behavior and the technology giving it ight
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