It’s February! For many of us, that means fantasizing of warm, sandy destinations and fruity cocktails, but planning a vacation takes a lot more than just dreaming one up. Nielsen found that travelers spent an average of 53 days planning a vacation—which broke down to 76 online sessions across 28 different websites – whew! Furthermore, over 50% of travelers use social media to seek out travel tips. One thing is clear: it is critical for tourism and hospitality advertisers to have a strong online presence.
Before selecting tactics and pitching a plan, review a few important considerations, below:
- Advertiser Goals: Learn the client’s ultimate goal before building out a plan, to ensure you only select tactics that will lead to the most success. While awareness and site traffic goals might seem obvious—conversion goals, especially in the travel vertical, may need additional clarification and planning. For instance, a client could have a goal of increasing their hotel reservations—but perhaps there are multiple ways to book – via phone, a booking site, or their website, etc. Make sure that the digital path to conversion is clear, concise, and trackable.
- Full-funnel Approach: Most travel advertisers have a peak season and an off-season. Some advertisers may not advertise during their off-season since business is minimal, but the best approach is to run an “always on” campaign. Advertisers can adjust budgets and goals to meet the needs of their seasonality, but consistent messaging is crucial to keeping awareness high.
Check out a few tactics that work really well for the travel vertical, below:
- Retargeting—re-engage people that have already shown interest in the product or service.
- Audience Targeting—there are plenty of travel segments to choose from, including Business Travelers, Family Travelers, Luxury Travelers, and Budget Travelers.
- Contextual Targeting—Reach anyone reading about traveling, booking a honeymoon or getaway, traveling with kids, renting a car, or visiting a specific location.
- Hyperlocal Mobile—Geo-fence specific locations like airports, tourist attractions, and resorts to reach people while they are traveling.
- Mobile Location Retargeting—Find an audience based on places they have visited in the past such as hotels, airports, amusement parks, camp sites or cruises.
- Video—Many tourism clients have beautiful video content which can make for an impactful digital campaign, especially on CTV devices!
- Mobile App Targeting—Target users who have downloaded travel apps on their phone.
According to eMarketer, the travel industry will spend $9.81B in digital advertising in 2019. Make sure to capture those dollars and create impactful campaigns for your tourism advertisers!