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.

Although currently in the peak sales period for the travel industry, it’s important to recognise that the rate of digital sales growth within the UK market is set to slow in both 2016 and 2017.

Digital marketers face a new challenge in 2016 and with 80% of travel bookings taking place online, it has never been more vital to effectively target consumers online.

To be successful in 2016, travel brands need to know where and when to reach their customers. This should be done by ensuring that valuable online customer journey data underpins digital marketing strategies.

There are three ways marketers can benefit from understanding user purchasing behaviour: reaching a new type of travel customer, strengthening the mobile experience and streamlining activities to effectively meet objectives.

Reaching a new type of travel customer

Travel customers shop differently to those in other sectors. Tradedoubler User Journey insights, based on the analysis of eight million sales across a variety of sectors, found that the typical sales funnel (across all industries) follows a monthly trend. However, the travel sector’s sales funnel follows a week trend.

Based on data insights, we know that travel sales peak over the weekend, therefore, promotions should start on a Monday with the aim of converting consumers on the weekend. By the weekend customers have already decided which channel they are going to buy from, consequently, if you haven’t engaged with that customer at the start of the week, you’ve lost the sale.

The average travel purchase occurs five days, 21 hours and 30 minutes after the first click, 33% quicker than the average online sale. Travel customers also visit more websites on average, but their journeys involve just five clicks, which is 79% less than the average across all sectors.

The online travel booking customer of today is also no longer a tourist but rather a traveller. They are now much more likely to read blogs and social media accounts from ‘independent’ travellers than read the type of carefully curated content which was prevalent a few years ago. Brands need to talk to consumers in the correct tone of voice for the destination they are looking to visit that matches their needs and requirements.

It’s important that brands are using this user insight to target this new customer with the right content, in the right place at the right time and on the right device.

The rise of mobile

A second standout way to ensure success in 2016 is to prioritise mobile strategies.

Our User Journey insights show that people browse on multiple devices during the week, but tablets are the device of choice on which to complete a purchase during the weekend — with 26% more sales conducted on them as opposed to computers.

Mobiles have significantly changed the behaviour of consumers. 67% of leisure customers and 78% of business travellers use a mobile in the travel purchase journey at some point, which means that the mobile web experience must be seamless and coordinated with all wider digital marketing strategies.

Meeting objectives

In order to gain benefits from this knowledge, clear digital marketing objectives need to be in place. What we’ve been doing wrong for so long is just having one goal and one key performance indicator (KPI) — ‘get more sales’.

We are now able to work out the optimal online user journey to deliver on specific KPIs. Travel organisations must be really clear and have an effective plan in place to ensure they are focused on what it is they want to achieve and within what timeframe, to tailor their digital marketing strategies.

If you’re looking to focus on high order values the time to target is not Saturday or Sunday. Budgets would be better spent on Monday, Tuesday and Wednesday. You still need to be doing the work to convert them over the weekend, but if that is your only focus, you are wasting your budget.

To be successful in 2016 and maximise effectiveness in an increasingly competitive market, travel brands need to know where and when to reach their customers and this can be accomplished by utilising user journey insights.

Organisations need to be more focused in order to keep people interested. We need to move to the next level and look at users and user behaviour more closely. By doing so, brands can ensure they are agile in communicating with the evolving traveller of 2016. 

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