Where are we heading?
Travel is one of the world's largest industries. People who travel frequently for business and leisure expect new experiences they can take with them and talk to their friends about. At WWTEN we call the 21st century traveller ‘GloCals’, Global Locals, cosmopolitans that travel around the world but remain loyal to their local roots. Providing content about new places, new people and new cultures is a way to streamline the GloCals expectations.
As we progress into this new century, however, an information overload is frustrating and confusing GloCals. The internet highway starts turning into a maze of data in which words like trustworthiness and objectivity are lost in translation. As John Naisbitt predicted in his intriguing book ‘Megatrends 2000’:
We are drowning in information and starving for knowledge
Travel has its own demands. One-on-one communication and co-development are something of today. Although trends come and go, these won’t go away. GloCals, looking for unique experiences, demand personal services and products. In order to facilitate this, companies are forced to develop new forms of more personalized communication. Thus it’s paramount to know what kind of person you’re dealing with.
Added value
The days that static destination information will satisfy your Glocal customer and create loyalty are over. They want expertise and services of a company that understands their need for personal experience.
Therefore travel content of the 21st century needs to present a real added value in finding your way to your own personal experience to be effective.
.....................Shift in value creation in the travel industry
Experience
Understanding what kind of experience your Glocal customer wants, you need to know two things: what does she or he want and how to create it. Any experience is personal and depends on gender, genetics, culture and previous experiences.
To optimize your business you need a clear-cut content strategy, based on the understanding of the target group is needed so one can tap in to their personal needs and expectations content as an added value component. Furthermore this content should be rich, accurate, up-to-date and of high quality.
To find out how we can help you develop this strategy please visit our content services section.
