3 Steps To Digital Travel Marketers?

The travel and tourism industry is one of the world's largest industries with a global economic contribution (direct, indirect and induced) of over 7.6 trillion U.S. dollars in 2016. The direct economic impact of the industry, including accommodation, transportation, entertainment and attrations, was approximately 2.3 trillion U.S. dollars that year. And the trends are keeping warming up year over year!

How big of online digital travel market?

More interestingly, the online travel e-commerce sites specializing in the selling of travel products such as flights, hotels, and rental cars. These can be either purchased directly through a travel company's website, such as Lufthansa website, or though an online travel agency (OTA), such as Expedia. Travel reviews like TripAdvisor and airBnB allow travelers to post their experience of hotels, restaurants and other hospitality purchases online. These companies often generate revenue via advertisements on their sites. 


What are the trends in digital travel market?

1. Consumers are doing more researches prior travels for booking then ever before. 

According to Think with Google, 37% of US travelers think about trips planning once a month, and 17% of them do think about it once a week. And it's a prospect for the industry to actually convert those 'thinking' into 'action'. The behavior shifted from long-searching session after travel decision to multiple frequent searching before decision, all depends on the attractions of the offers including rates, experience, availability and convenience. 

2. Power of remarketing (content marketing) attracts more than loyalty brands for consumers. 

Instead of sticking historical luxury traveler with brand loyalty, creatives ads on remarketing get more clicks from consumers who see different experience from those brands. 

3. Mobile usages are on the rise. 

Search engine marketers are seeing more mobile searches than ever before and the travel industry is no exception. In fact, Google says that mobile flight-related queries on Google.com are up 33% year over year, while mobile hotel queries are up 49%. 

How to become a successful digital travel marketer?

With all these promising trends said, how to catch up with this train and get accelerated in the journey? Here are the 3 major steps to follow.

1. Unify your data source. 

Connecting your systems and organizing sources of information can help you identify valuable insights about your customers and better respond to their needs. Align your internal data sources (such as email campaigns and loyalty programs), then incorporate relevant third-party data (such as intent-driven audience signals from search or video) into your systems. This isn’t an easy task, but the right insights can help you deliver more impactful messages and content to travelers at the right time.   

2. Measure what matters. 

Travel brands should have a business-driven metric for every marketing initiative. Aligning to C-level objectives — such as bookings, revenue, gross margin, or profit — ensures that internal teams are aligned to a common goal and not independent success metrics and incentives. Rather than anchoring to specific KPIs, orient your marketing objectives around business growth so that you focus on the metrics that matter.

3. Create and automate the machine learning. 

Once you have a sense of the data and goals that matter to your business, machine learning can help you find your most qualified audiences at scale. Some customers have higher value to your business than others (a repeat business traveler versus a one-time leisure traveler), and automation can help you engage the most profitable travelers in a cost-efficient way. 

Last but not least, while traveler behavior and our industry continue to evolve, it is more promising than ever about the opportunity for travel brands to position marketing as a key driver of growth.

 

 

 

 

 

Firstly created by AI Analytics.