Mobile Micro-Moments: The New Travel Consumer Journey

Brooke RileyMarch 14, 2016

A moment we reflexively turn to a device to act on a need we have in that moment – to learn, discover, find or buy something.

Intent-rich moment when decisions are being made and preferences are being shaped.

1.

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mi·cro-mo·ment/ˈmīkrō/ /ˈmōmənt/

noun; plural noun: Micro-Moments

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Confidential & Proprietary

OUR BIGGEST OPPORTUNITYis the

SMALLEST MOMENTS

Understanding

is what we do.INTENT

"One of the things that's most valuable to us, in terms of mobile, is the opportunity to be there in the moment of intent."—Peter Giorgi, Global Head of Advertising and Content for Airbnb

Intent + Context

+ Immediacy = Travel Micro-Moments

I-WANT-TO-GET-AWAYMOMENTS

Source: Today’s Digital Traveler, Google and PhoCusWright, October 2015.

59% of travelers in the U.S. are always planning their next vacation. 17%

of travelers in the U.S. think about planning a trip at least once a week.

I-WANT-THIS-TRIP-TO-BE-PERFECTMOMENTS

I-WANT-TO-BE-INSPIREDMOMENTS

Marriott leverages Gmail Ads to inspire travelers and generates an 18% increase in webpage visits

I-WANT-THIS-TRIP-TO-BE-PERFECTMOMENTS

90% of travelers in the U.S. recall researching their last vacation on a computer or tablet. 10%

of leisure travelers do not book with the first hotel brand that comes to mind in the research process.

Source: Today’s Digital Traveler, Google and PhoCusWright, October 2015, Traveler’s Road to Decision 2015, Google and Ipsos, October 2015.

I WANT-TO-BOOKMOMENTS

84% of Leisure travelers made their final decision on mobile.

54% of people who booked elsewhere did so because of mobile usability.

Source: Traveler’s Road to Decision 2015, Google and Ipsos, October 2015.

LOOKS-LIKE-I’M-STAYING-THE-NIGHTMOMENTS

● Built custom flight-tracking technology that processed flight cancellation data

● Bid up search results whenever there was an airport with a canceled flight and a Red Roof Inn nearby

● Serve custom text to reference delayed plane and location formats to show the nearest Red Roof Inn

METHOD

60%lift in bookings

75%last-minute queries contain Red Roof Inn in Position 1

Red Roof Inn Saves Stranded TravelersAnd Attracts New Customers in their Moments of Need

I-WANT-TO-BE-A-LOCALMOMENTS

53% of travelers want to explore somewhere they’ve never been on their next vacation. 37%

of travelers want to visit an off the beaten path places on their next vacation.

Source: Traveler’s Road to Decision 2015, Google and Ipsos, October 2015.

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Google YouMagic Consumer Moments

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