Just You launches travel trade solo experience

Just You launches travel trade solo experience

Friday, 21 October 2016 14:00

Just You h...

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...

New tours in UK & Europe from Back-Roads Touring

New tours in UK & Europe from Back-R…

Monday, 17 October 2016 08:42

Small group tour specialist Back-Roads Touring has launched its summer 2017 brochure to reveal a unique line up of new itineraries in Switzerland, Scandinavia, the Baltics, France, Iberia and Russia.

Star studded cruise line up from CMV in 2017

Star studded cruise line up from CMV in …

Friday, 14 October 2016 10:16

Cruise & Maritime Voyages has announced five star-studded cruises for 2017 following the arrival of its new main brochure.

Non-stop flights to Manchester from SIA

Non-stop flights to Manchester from SIA

Friday, 14 October 2016 10:11

Singapore Airlines will fly non-stop between Singapore and Manchester from October 30 as part of its northern winter schedule.

It used to be easier for advertisers. When someone purchased a flight, the travel agent was there to sell them a hotel room and car rental.

The massive proliferation of ways consumers can now research and book travel online — OTA, meta, direct booking to name a few — means that a significant shift has occurred as consumers can gather an enormous amount of travel information themselves prior to booking.

In fact, 62% of consumers now prefer to arrange their itineraries and do their booking online rather than through traditional methods.
In fact, a Google Pathway analysis suggests that travellers research more than 15 sites over a 30 day time period when booking holidays online. Visits to price comparison sites are no longer isolated events, but instead ingrained in consumer booking habit.

With this in mind, it’s increasingly challenging for companies to stay abreast of their audience’s needs, interests and desires. In order to stay competitive, brands need to adapt to new consumer desires which can only be done through an intimate, and data-based understanding of their audience. Not only does the question of who they are need to be answered, but advertisers also need to understand their associated behaviours and purchase patterns.
The opportunity nowadays is huge. With the advent of big data solutions, brands can capture and use consumer data for analysis. It’s more critical now than ever that brands present the right message to the right person at the right time. Discounts should be communicated to price-sensitive consumers throughout the purchase funnel, while value offers, such as free golf or spa amenities, are much more effective with higher income travellers. Through the power of big data, this is all possible. If you don’t seek to understand your audience, your competitor will instead and you will lose out.
Information can be gathered about past and present behaviour, however the most valuable data is what can be gleaned about actual audience intention. While understanding what your audience will do based on historical preferences is important, you can also capture intent data during the planning process. Obtaining and leveraging this data gives travel companies profound information-related advantages.
It is becoming increasingly vital for travel suppliers to utilise big data in order to drive revenue and stay ahead of their competition. Companies need to not only value their data, but also leverage it in order to gain insight into their audience’s behaviours. While it is important to be targeting the right person with the right message, this is useless without it being the right time in the purchase funnel as well.

Through the use of data, you can begin to identify your audience’s purchase patterns to know exactly the right time to target them with, say, an advert for a hotel booking. A business class male, travelling to Berlin alone, may tend to book his hotel at a different state in the funnel than a female travelling economy with her family.

Consumers now have the power and control to take advantage of the vast amounts of information the digital world offers. Companies — especially those in the travel and tourism sector — need to harness this data in order to better understand their audience and target them with more relevant offers.

The advent of big data suggests another paradigm could emerge, one that marries a truly big data capability with the long-range visibility on traveller intention possessed by travel agents. The visionary who cracks that code will undoubtedly reshape the industry.

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