£2.3million immigration hall upgrade plans at Bristol Airport

£2.3million immigration hall upgrade plans at Bristol Airport

Monday, 24 October 2016 14:00

Following ...

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.

Oceania Cruises reduces single supplement fares

Oceania Cruises reduces single supplemen…

Tuesday, 18 October 2016 14:02

Oceania Cruises has launched a reduced single supplement promotion for solo travellers, with guests offered single supplements fares from 25% on seven itineraries, booked before December 31.

Mall of America welcomes arrival of MythBusters

Mall of America welcomes arrival of Myth…

Tuesday, 18 October 2016 14:00

Running throughout autumn until January 15, 2017, visitors can ignite their curiosity and discover whether they can really huff and puff to blow a house down; if running in the...

Emirates to launch new daily service to Fort Lauderdale

Emirates to launch new daily service to …

Monday, 17 October 2016 11:00

Emirates has announced that it will launch a daily service between Dubai and Fort Lauderdale-Hollywood International Airport, on December 15, serving the South Florida area, including Fort Lauderdale, Miami and...

The internet is continuously dictating the way people shop and engage with travel operators. Those looking to make a getaway will have all experienced a barrage of advertising every second they are online. For this reason, cutting through the noise and locating new customers is harder for travel marketers and those in the tourism industry as a whole to achieve than ever before.

With regards to online shopping in general, Forrester calls this new era the “Age of the Customer”, in which consumers are in control of their interactions with businesses, and this certainly applies to the travel industry. This power shift is the reason that advertising has to be targeted in a contextually relevant and engaging way, rather than a mass marketing approach of broadcasting generic messages to consumers.

The internet is going mobile

Last year, we passed the point where there are more searches on mobile than desktop. Forrester recently said that 2016 will be defined by empowered customers who expect to get anything they want immediately, in context on their mobile devices. They estimated that people pick up their mobile devices 150 to 200 times a day and this results in almost 30 billion mobile moments per day in the USA alone. It is these mobile moments, they say, that are the next battleground where companies will win, serve and retain their customers.

Our Digital Connections research supports this prediction, more than half of connected consumers (55%) say their mobile is valuable for researching all types of purchase and 48% regularly use their mobile to research products while out shopping in physical stores.

Technology is changing consumer behaviour and brands. Those in the competitive travel market need to adapt to their customers’ shopping preferences, in terms of device type and channel, in real time to remain competitive.

Get to know your existing customers

Travel operators collect a wealth of data from visitors to their websites every day, but not many brands effectively analyse and use this data to inform their online advertising strategies. By listening to website traffic and using artificial intelligence to identify behavioural patterns they can learn about their existing customers, such as the typical online purchase journeys with a high average order value.

Using machine learning and artificial intelligence marketers can identify patterns that they wouldn’t otherwise be able to. Understanding customers’ online behaviour allows marketers to adjust their websites to optimise user experience and improve conversion rates of their existing customers, but these insights can also be used to identify new customers.

Drive convertors to your website not traffic

Once you have an understanding of your existing customers, you can use this information to identify new potential customers who have a high probability of converting when they are driven to your website. Acquiring a new customer is notoriously expensive - seven times more expensive than converting an existing customer - and this is mainly due to untargeted campaigns than have low conversion rates.

Companies in the travel industry need to be more focused with their advertising campaigns, this was proven by our recent study that found 49% of consumers will reject a brand that sends too many or irrelevant ads. The survey also found that 62% of UK consumers are spending more money online than they did a year ago, and 81% say the internet makes it easy for them to find out about different brands. Consumers want to find new brands, but marketers that serve the wrong ads are damaging their relationships with prospective customers.

One of the problems brands face is that the majority of people (51%) said they think there's too much choice online, making it complicated and time-consuming to find what they want. As a result, seven in ten respondents feel loyalty to just a few brands online.

Marketers should take a more focused approach and use insights about their existing customers and plug them into a DMP which observes millions of online customers’ online purchase journeys. By combining these data sources the DMP technology can identify similar online consumers that are likely to convert when presented with a specific brand’s advertising. It can also tell the programmatic media buying technology, when and on what device to serve advertising to any given prospect customer to increase their likelihood of converting. As a result, fewer users will be targeted with ads but the conversion rate of those targeted will increase.

Engaging new customers

In this emerging Omni-channel world, brands need to understand how existing customers engage with them, and use that insight to intelligently identify and connect with people just like them. This is no different in the travel industry. The most important consideration is to adapt the language and approach to different channels and devices. That way you cut through the noise, and engage the customer with personalised messages which are contextually relevant.

Where consumers are, the device they are using and what else they are doing influence the kind of advertising that is most welcome and relevant. It sounds so simple, but so many companies, including travel operators, fail to effectively utilise the data they have at their fingertips to understand and target their current and future customers online.

It’s no longer a question of whether a brand wants to go down this route - today’s consumers demand it.

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