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Increase Conversions with Media Curation

Just when you thought you had your content management under control… Big Data offers a new way to do it even better!  Here’s a primer on the latest thing to include in your strategic web presence plan – Media Curation.

by Henry Woodman, Founder & President, ICE Portal

Remember the days when you would walk into the corner travel agency and find racks and racks of brochures? Many brochures catered to the specific groups, like family travel or romance travel. More importantly, the travel agent knew you (for the most part). The agent knew what type of travel you were looking for, the number of travelers, and the budget.

Today’s traveler can surf the web for inspiration, recommendations and bookings. Seems like the Internet was made for travel – show me pretty pictures, tell me how much, take my credit card and send me a confirmation. Ta da! But wait, with all this great wiz bang technology, and everyone taking about Big Data, why can’t the travel sites show me what I want?

For example, say I search for “Family Beach Vacation” – I’d like to see visuals that resonate with that request … why then am I shown a photo of a hot young couple romancing with champagne in a Jacuzzi and beautifully adorned conference rooms? It’s not resonating with my request for Family Beach Vacation.  Internet E-tailers have made huge strides in delivering more personalization to consumers – but it seems travel is lagging behind.

The way people book travel will get more personal. The most important things people pay attention to when booking travel (besides the destination) is price, reviews and visuals. Big data can deliver deeper more relevant demographic and even psychographic data on perspective travelers, and that means a better understanding of the type of trip and the budget. Now comes the fun part – showing the right visuals that resonate and engage the specific traveler.  

It’s a matter of content curation – adding relevant contextual meaning to media galleries so they can be personalized.  Curation adds value to each visual asset, and allows travel marketers’ to show prospects precisely what they seek tailored to their interests.

Remember that traveler seeking that Family Beach Vacation. Wouldn’t it be good to know how many kids, the age of the kids, the interests (adventure or cultural activities)? Sure.  A family with toddlers may not be captivated seeing images of teenagers playing beach volley ball.

Think of the sales that may be lost when a couple looking to book a honeymoon in the Caribbean sees pictures of kids splashing in the pool.  With so many options out there, hoteliers need to ensure they’re being found by the kind of people they want to attract.

If your visual content provider isn’t yet offering this service, ask why!  If your website or booking engine is not serving images based on specific demographics, it’s time to start the conversation with your provider.

Hoteliers with great, compelling visuals, should be thinking about curating that content to deliver the right visual, to the right person, at the right time and on the right device!

Henry Woodman began his career in as a film and video producer/director earning four Emmy nominations in network TV. In international travel promotion, he produced and directed films and videos of leading worldwide destinations for major travel companies, government tourism boards, and leading cruise lines.  In 1998, Woodman pioneered the production of 360° panoramic photography, which lead to the creation of ICE (Internet Content Exchange) Portal. ICE delivers visuals from thousands of the world’s leading hotels and resorts to major websites like Expedia, Orbitz, Priceline, Google, and Facebook.

ICE Portal offers a two pronged approach to content curation – sheer curation, integrating basic meta-data to assets using algorithms and PrecICE Relevance which adds contextual meaning to assets so they can be organized to deliver personalized and relevant media galleries

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