Travel Media Choices Influence Travel Purchase Decisions

Deliver communications when and where appropriate

Here’s a neat little graphic from a recent issue of the Wanderlust Report, titled Rethinking Outdated Travel Media Strategies. It’s a great reminder that we need to keep our customer’s needs in mind when selecting channels for our travel marketing messages.

The diagram below illustrates the hierarchy of effectiveness and impact of marketing communications and media’s ability to influence the audience’s purchase decision. For impact and higher return on the marketing investment, communications need to be relevant and believable, from trusted and plausible sources. Owned or ‘earned’ media vehicles such as websites, blogs and reviews are more appropriate for these direct and honest communications than paid media.