Win Over Audiences with Effective Finance Content Marketing
Learn how to define, collect and use zero-party data, first-party data, second-party data, and third-party data in your marketing strategy.
The travel and tourism marketing is rebounding as the industry surges above pre-pandemic levels.
Are you taking advantage of it?
This digital guide to travel marketing gives you everything you need to know before launching a campaign.
Travel books and printed pamphlets are a thing of the past. Now, it’s time to lead with digital tactics.
Today’s travelers are finding inspiration for trips on digital channels. Younger travelers in particular are taking this a step further by shifting to mobile devices over desktop, looking to the brand’s website or Instagram to get a sense of what they can expect.
To reach the modern traveler, brands need to create a seamless experience across digital channels from awareness to check out/visit.
You’ll also need to create a strategic, customized approach to target your optimal audience on the most impactful channels.
Download this guide to learn how to:
View and download the guide below!
After the tumultuous years of the pandemic, travel and tourism is finally experiencing a surge in demand. Travel digital marketing spend dipped 51% in 2021 but is now growing by 14.2% in 2022. An additional 12.1% increase is expected in 2023, according to eMarketer.
What do travel and tourism marketers need to do to prepare for this opportunity?
Travel books and printed pamphlets are a thing of the past. Today’s travelers are finding inspiration for trips on digital channels. Younger travelers in particular are taking this a step further by shifting to mobile devices over desktop, looking to the brand’s website or Instagram to get a sense of what they can expect.
As the saying goes, “not all who wander are lost.” Allow yourself to experiment, becoming smarter by letting continuous learning guide your marketing strategy. The best way to do that is to start with digital, where flexibility and agility allow for quick learnings and pivots.
Digital marketing is the perfect petri dish to test out tactics and creatives before making a major investment. For example, you can run a short-form video ad on social media and identify which creative is performing best. Then, use those creative learnings to inform a more premium CTV placement or Cable TV buy with an added layer of confidence.
Is your travel brand ready for a digital-first marketing strategy?
Here’s your digital housekeeping checklist to prime your digital travel and tourism marketing for success:
When choosing travel marketing channels, consider these four aspects:
To keep pace with digital-first users, prioritize your digital marketing efforts on these key digital channels:
Endemic Travel Sites
It’s important that you don’t create a one-size-fits-all approach when marketing to future tourists. Consider who your existing traveler base is, and identify attributes to qualify other individuals in your prospecting audience. From there, tailor messaging to drive education and consideration.
Are they solo travelers seeking adventure? Young families looking for a cost effective, kid-friendly trip? Foodies wanting luxurious and avant garde dining experiences? Create profiles to understand these individuals from a 360-degree perspective. Build as many personas as makes sense for your brand.
Next, personalize your messaging to meet their unique motivations, behaviors and interests. Speak to each group differently and adjust visuals to resonate with their interests. If you’re looking to reach the adventure seeker, show fun activities like zip lining, hiking, concerts, etc. If you’re speaking to the budget-friendly family, showcase the value of the experiences you offer, without a major bill.
To reach today’s consumers, brands need to create a seamless experience across digital channels from awareness to check out/visit.
An omnichannel strategy is vital to keep a loyalty loop and encompass all phases of the customer journey. Use your marketing mix to show up at key moments in the consumer journey from planning to experiencing. ThinkWithGoogle identified four core micro-moments in the travel process: Dream, Plan, Book, and Experience.
It’s easy to get absorbed in the performance of individual channels. However, this causes campaigns to quickly turn from strategic to tactical. Instead, manage your advertising holistically within one dashboard. Doing so allows you to share and optimize performance trends and learnings across tactics. By looking at the data from a macro lens, you can identify important signals and weave a cohesive story.
Marketers need to ensure they are looking beyond vanity metrics to identify trends that signal success. It is especially important to synchronize data sets as we prepare for cookie deprecation. Instead of solely looking for direct attribution, explore a variety of business and media metrics over time. This will unveil unique learnings and better show the incremental impact of advertising.
When media metrics do not answer your business questions, layer advanced measurement tactics, on top of traditional media efficiency metrics. These data points will provide a more robust view of marketing’s impact on business goals.
For tourism brands, foot traffic lift is especially impactful in providing a clear view of how advertising drove incremental increases in visitors.
When creating a marketing strategy, it’s critical to fuel ongoing campaign learnings to answer key questions and improve results for future initiatives.
At Coegi, we combine a measurement strategy and a structured learning agenda. This ensures we are optimizing campaigns toward business goals while also continuously improving.
For more strategic insights and campaign activation, contact Coegi to set up a meeting with our travel marketing experts.