Excerpt from Entrepreneur
The major problem for travel brands remains a frequent discrepancy between what the customer persona used to be and what it became during the pandemic.
It’s no longer a secret that we’re now living in the era of digital transformation. The travel industry has experienced significant changes as well, pushing advertisers and brands to consider new messaging, channels and approaches before campaign launches.
After a long period of being locked up, travelers are ready to spend their savings. The recent increase in demand has caused travel companies to boost their marketing spend and carefully choose the right tone in their messaging. So what’s at the very heart of the travel-brand roadmap now?
Behavior changes should turn into marketing hypotheses
The virus is still not eliminated completely, and anxiety levels are not dropping. The health implications of travel and safety precautions necessitate specific customer-experience strategies, including work with brand awareness, evaluation and post-purchase scenarios.
Today, small-group trips are being prioritized as consumers become more selective of their environment and co-travelers. Private car rental is going to prevail over buses while outdoor activity bookings, including boat rides, snorkeling and parasailing, keep growing. Moreover, the golden mean here is highly transparent messaging and strong relationships.
New norms require new approaches. For example, there has been a dramatic increase in the number of pet-owners during the Covid-19 pandemic, which means "pet-friendly" holidays are highly regarded. According to Airbnb research, during Q1, pet-allowed rentals reached 65%. These audiences are potentially ready for inflated prices, and brands offering attractive alternatives can win the competition for their business.
Authenticity and hyper-aware approaches will remain crucial
Customers want travel companies to give more than deals. The industry used to be transaction-oriented or, in other words, the best deal implied the cheapest ticket, but today people think about value first. They are looking for a luxury experience, from five-star hotels to upgraded flights and a personalized approach. What’s more, these travelers are hyper-aware of the influence of their behavior on global issues. Eco-friendly, high-tech and smart is where we are heading.
Moreover, while travelers are in search of the best deals, they expect to get these offers on their own terms. Such ad experiences are more about being complementary to their online journey rather than disruptive. Investing in traditional display and search will still work, but contextual relevance remains the key to authenticity. Airline or tour ads on travel-related OTT channels, affiliate marketing within relevant articles and collaborations with brand ambassadors, who gather the most engaged audiences, can make sure your messages get to the right people.
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