Before we get started,let's assume that you wouldn't be reading this if you weren't already interested in leveraging digital marketing...
But... WHY are you interested in digital marketing?
Is it because you want an online sales system that...
- attracts the right prospective guests?
- converts leads to bookings?
- fosters long-term guest loyalty?
If you’re nodding YES, to any or all of those, then you’re in the right place.
Download the CVJ Optimization Guide
Before we get into the nitty gritty, this article is pretty long, so it might be easier to simply download it. Besides, it’s always nice to have it handy.
At Diaz & Cooper, we’ve spent almost two decades helping to promote businesses in the travel, tourism and hospitality industry and along the way we’ve done tons of research and heavy lifting.
So What Exactly Is Customer Value Journey Optimization?
We’ve learned (and continue to learn) a lot about what works and what doesn’t, and we’ve found that the path to digital marketing success begins with a well-defined roadmap – this is the Customer Value Journey.
The CVJ is a powerful take on the traditional “sales funnel” – it’s the path that your prospects take from “Stranger” to “Customer” to “Promoter” broken out into defined steps.
Successful digital marketing is all about optimizing the CVJ to maximize guest experience and customer lifetime value.
Customer Value Journey optimization is a powerful system first defined by Digital Marketer© and customized by our team specifically for travel and tourism businesses to maximize the potential value of prospects and customers in your sales funnel.
Without a roadmap and strategy, tactics are worthless.
The CVJ provides the context for the tactics and a system for success. In this article, we’re going to show you, step-by-step how to create the system. Here’s a graphic that shows the Customer Value Journey map.
In this post, we’re going to show you, step-by-step how to optimize the map into an effective sales system.
Why is digital marketing so important for the travel and hospitality industry?
New bookings and repeat business drive your revenue and build your brand.
Over the next 10 years, travel industry experts predict that online revenue for the travel industry (worldwide) will expand at an annual rate of 3.8% to reach $11.4 trillion.
The latest Nielsen research on leisure travelers found that vacationers spent an average of 53 days visiting over 28 different websites, with more than 50% of travelers checking social media for travel advice.
This means if you don’t have a plan for maximizing your digital presence, you're going to miss out on the industry’s greatest revenue growth opportunity.
The time to act is now.
Just check out the latest data on digital marketing for the travel industry from CMO.com, Expedia and American Express: