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Content Curation and Travel, by ICE Portal

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