HF Holidays highlight winter breaks

HF Holidays highlight winter breaks

Tuesday, 25 October 2016 14:00

HF Holiday...

Flybe puts more summer 2017 routes on sale

Flybe puts more summer 2017 routes on sa…

Tuesday, 25 October 2016 11:00

Flybe has put more early release routes on sale as part of its preliminary summer 2017 schedule.

YHA submits plans for London’s first ‘Super Hostel’

YHA submits plans for London’s first ‘Su…

Tuesday, 25 October 2016 08:00

A planning application has been submitted by YHA (England and Wales) to open its first Super Hostel in London.

£2.3million immigration hall upgrade plans at Bristol Airport

£2.3million immigration hall upgrade pla…

Monday, 24 October 2016 14:00

Following a major overhaul of the security search area for departing passengers, Bristol Airport has unveiled plans to address congestion in arrivals.

Intrepid targets socially conscious Gen Z with new Geckos age-range

Intrepid targets socially conscious Gen …

Monday, 24 October 2016 11:00

30 year olds will be ‘too old’ for Geckos Adventures next year, as the Intrepid Group has announced that it will cut the age range to meet a growing demand...

New survey reveals just one in 12 Brits manage to wangle an upgrade

New survey reveals just one in 12 Brits …

Monday, 24 October 2016 08:40

New research from Jetcost.co.uk has revealed that only 8% of British travellers have actually managed to secure a free upgrade for their holiday, with flight upgrades and hotel room upgrades...

Just You launches travel trade solo experience

Just You launches travel trade solo expe…

Friday, 21 October 2016 14:00

Just You has announced its largest investment to support the travel trade with the launch of 200 joint marketing events to promote solo travel.

Spontaneous people are happier according to Snaptrip survey

Spontaneous people are happier according…

Friday, 21 October 2016 11:00

Spontaneous people are often believed to lead more exciting or glamorous lifestyles and a new study has confirmed that they are happier in all aspects of their lives.

Top Brighton attractions on Combi-Saver tickets for half term

Top Brighton attractions on Combi-Saver …

Friday, 21 October 2016 09:00

Visitors to Brighton this October half term can save up to 20% on its top three paid-for attractions with combination tickets now available for British Airways i360, SEA LIFE Brighton...

Free cabin upgrades with Cosmos Tours

Free cabin upgrades with Cosmos Tours

Thursday, 20 October 2016 14:00

There still’s time for agents to book a Croisieurope river cruise for their customers with a free cabin upgrade on a range of river cruises throughout Europe, when booked with...

Last minute autumn breaks available at Haven

Last minute autumn breaks available at H…

Thursday, 20 October 2016 11:00

Agents can still give their customers a last minute family break this autumn from £99 when booking a Haven holiday between now and November 5.

Skiers urged to head east for best piste costs reveals new report

Skiers urged to head east for best piste…

Thursday, 20 October 2016 08:00

Cash-conscious skiers can avoid the slippery slope of higher prices for their annual downhill trip by heading to ski resorts in Eastern Europe.

Design an anniversary poster for DFDS competition

Design an anniversary poster for DFDS co…

Wednesday, 19 October 2016 14:00

Ferry operator, DFDS, is putting out a call to professional and amateur artists to create a poster that will be used in their 150th anniversary celebrations this year.

Savings on worldwide adventures with Explore

Savings on worldwide adventures with Exp…

Wednesday, 19 October 2016 11:00

Explore has launched a new collection of worldwide adventures with a launch offer of up to 10% discount on all new trips booked by November 7.

New route to Seattle makes it one to watch for 2017

New route to Seattle makes it one to wat…

Wednesday, 19 October 2016 09:12

Seattle is expected to be one of the fastest growing US destinations for UK travellers next year with a Virgin Atlantic direct non-stop daily flight launching March 2017, new hotel...

Air Transat launches 2017 programme with increased connections across Canada

Air Transat launches 2017 programme with…

Tuesday, 18 October 2016 14:04

Air Transat has expanded its programme of flights from the UK to Canada with increased capacity and connections for travel in 2017.

As all seasoned marketers know, establishing and managing a brand is vital when it comes to being the tour operator, destination, hotel or attraction of choice. Your brand says a lot about the kind of hotel room to expect or service levels on a flight. The reason customers choose one brand over another is varied and complex but having greater brand awareness undoubtedly results in greater market share.

How you build a brand, what you want your brand to be recognised for and how you remain relevant in today’s crowded market place are all of great importance to travel marketers.

However, the proliferation of data and developments in technology allow today’s marketers to go beyond standard brand building activities and employ techniques that allow deeper and more meaningful relationships with customers to be developed.

We’re all aware of the continued fragmentation of the media landscape and the changing behaviours of today’s time poor consumers. People interact across multiple media and multiple devices, often simultaneously, and as a result expect their interactions with brands to be seamless.

Knowing and understanding when your audience is most likely to be engaged by a particular medium and specifically what they are interested in is the first step in making your communications work harder. Getting that understanding begins by looking at the customer data.

Most organisations hold an inordinate amount of data about its customers and potential customers. And, while it may not all be joined up, it can tell you a lot about how your customers behave, the paths they take, the lines of enquiry they follow, their purchasing behaviour, interactions and attitudes. Pulling all this information together into a single customer view arguably is the best way to fully understand your customers.

But if that just isn’t feasible, you can start by finding out what a particular pocket of data can tell you and whether it can be useful in directing your communications. Does it point to particular insights and behaviours? Can you use it to predict what someone will or won’t do? Can you use it to make a more powerful and personal experience? Or is it largely noise? Often, that little nugget of insight is all that’s needed to ignite the right conversation or help persuade your customers to book.

However, deriving this level of understanding takes a professional. Data science is a skill that takes real expertise and experience to get right. If you demand the best, your customers will thank you for it and you’ll be able to demonstrate the results achieved through smarter marketing. So, begin by asking yourself, “what am I going to do with my data today?”

Once you have that deeper understanding of your target audience, having that ‘big idea’ and getting your proposition right lays the foundation for great creative. By marrying golden nuggets of insight with the power of great creative and the technologies readily available, you can deliver a programme of trigger based one-to-one hyper-personalised communications that deliver results.

For example, you may have identified a young family who regularly book flights to Malaga and then head further into the Andalusian countryside. This extra information in the data – where they stay - means you can generate a creative theme based on the beautiful, Spanish countryside that will resonate much more than focusing on the stereotypical young people’s holiday in Malaga. You can then deploy Andalusia-related content leading up to the time they usually book. Knowing the demographics and media consumption of your target audience is one thing, but knowing what content appeals to them is quite another.

We employ this technique with our clients, Jet2 and Hoseasons, to great success. So, use your data, and the specialist skills of both analysts and creatives, to your advantage.

Channel fragmentation and device proliferation makes marketing communications more complex. Indeed, the sheer pace of change is in itself a challenge. Also the more complex your offer, the more complex your communications become, especially if working across different age groups where media consumption habits displays stark differences.

However, if you can get that magic combination of a great creative idea, an understanding of how the audience engages with a particular channel or device and the right team of people around you to help bring it all together, you’re well on your way to delivering great marketing communications that deliver results.

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