This story’s digest:

  • Interactive content is 81% more effective at grabbing visitors’ attention than static content is

  • Google highlights the importance of up-to-date content because of micro-moments

  • Dynamic and interactive content managed through a Digital Experience Platform (DXP) will address each stage of the traveler’s decision-making process

Static content is necessary, dynamic content is essential, but interactive content is engaging and keeps visitors on your website and coming back for more. Travel decisions are guided by dynamic content and an interactive experience. What constitutes an interactive website?  An interactive website is essentially an Internet page that uses different kinds of software to create a rich, interactive experience for the user. 

 According to Ion Interactive, interactive content is 81% more effective at grabbing visitors’ attention than static content. Accordingly, as a DMO, your website should provide visitors not only with the information they want but expect when planning their next trip.

Travelers invest their time and money to go on vacation. In what seems like almost a past life, if they had questions about a destination once they arrived, a friendly face at a visitor or welcome center could help answer them, but that is not the case anymore. Once visitors decide on the destination, it is now your DMO’s website that they go to to find answers. Is everything they need in order to plan their trip on your site? Most importantly, is all of that information up-to-date? 

Travel Micro-Moments

Google highlights the importance of content because of micro-moments— when people turn to their devices for an immediate and up-to-date answer. An interactive and automated DMO website allows your business partners to be there for potential travelers during each moment of their traveling making decisions.

Simply repurposing your current content on your site isn’t helpful to visitors nor is it helpful to your Search Engine Optimization (SEO) indexing.

Now is the time to embrace interactive online content. 

How Interactive Content Can Address Each Travel Micro-Moment


I want-to-get-away moment
Instagram is driving millennials’ tourism choices. They see their peers’ photos from vacation and believe their opinions are genuine so enable User-Generated Content on your site. Make sure there are plenty of “Instagrammable” moments displaying on your website of the best places to visit in your destination. The goal is to captivate and inspire.  

Time-to-make-a-plan moment
Now travelers are putting their dream vacation together. Help your travelers locate attractions to visit, restaurants to try, and events to attend with Google Places. With ITI Digital’s DXP you can also allow visitors to make their own dream-trips that are GPS-enabled to the places they want to visit. Amazon has taught us to add to the cart with two clicks when we want to save for later. An interactive travel planner will give travelers the same experience.

Let’s-book-it moment
Many DMOs take advantage of booking engines, but
research shows an increase in preference for direct bookings and referrals to individual hotels. With dynamic content, the hotel’s property information, website, and Google Reviews live on your website, at the visitor’s fingertips. Visitors can then click “Book Now” to complete their let’s-book-it-moment. 

Can’t-wait-to-explore moment
Provide GPS-enabled itineraries that are mobile-ready for visitors to start exploring on the go. Through ITI Digital’s DXP you can create and publish unlimited itineraries, organized by topic or seasonal activities. If your website does not include these, you are living in the past!

Your Next Step

Schedule a free digital consultation with ITI Digital to review technology solutions, automated, and dynamic content strategies, and travel tools. Prior to the call, we will send you a short survey that will allow us to understand your priorities and goals. This survey will enable us to create a customized digital solution to accomplish your goals.

We will give you feedback on your website during the call, including suggestions that will improve your SEO. We will review new technology that will engage your target audiences, influence travel to your destination, and help your community grow through tourism development.

Reserve Online Meeting