The Insight Files
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The Insight Files
Consumer trends and news curated by Tourism Australia
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Travel brands using virtual reality to drive conversion

Travel brands using virtual reality to drive conversion | The Insight Files | Scoop.it

Virtual reality is finally going mainstream in 2017. Travel brands and event planners are leveraging that demand to engage their audiences in more impactful ways, which is proving to drive higher conversion rates. Nick Mattera, senior director, digital engagement at LVCVA said, "we were relying on Instagram, Facebook and Snapchat to tell our story, but we felt that VR and 360 videos really helped us improve our connection with consumers and move them down the path toward conversion. We're also looking to partners to help us on the conversion side, and really begin to quantify how Vegas VR can not only get people excited about Las Vegas, but ultimately book." VR is a platform for dynamic and highly engaging storytelling, introducing a new class of interactions in the experience design process that are far more powerful than any videos can create. Find out more.

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Paradox of choice: do too many options kill conversion rate?

Paradox of choice: do too many options kill conversion rate? | The Insight Files | Scoop.it

The Paradox of Choice describes the concept that more attractions attract more potential customers, while too many options can overwhelm consumers and cause them to abandon the purchase. The inverse is also true: studies show that reducing choices increases conversions. Many hotels are caught in this dilemma when it comes to website bookings. As hotels have an inflexible inventory, reducing options is sometimes impossible. However, a few simple strategies can help prevent losing guests during the booking process:


  1. Split the decision-making process into multiple steps.
  2. Minimise add-ons during booking.
  3. Always pre-select as a default.


Find out more.

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Why conversions are the only online travel metric

Why conversions are the only online travel metric | The Insight Files | Scoop.it

In this Skift interview with Priceline.com's CEO Paul Hennessy, Hennessy discusses why conversion is the most important measure of success in online travel, from metasearch to search engines to what it means for advertising. For Hennessy, conversion is about building customer-led innovation and exposing customers to products and services that exceed their expectations. Click here to read the interview.

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