Digital Marketing Trends For Tourism 2019
The travel and tourism industry is a massively competitive business sector, worth over 7.6 trillion dollars (Statista, 2016). When it comes to standing out in the travel, tourism and hospitality industry, it is essential that your online business remains aware of the most recent and relevant trends so you can make strategic decisions that encourage visits and bookings.
What Is The Experience Economy?
Especially across the millennial generation (this covers ages between 18 and 34), customers are cutting back their spending on material goods, in favour of spending on ‘experiences’ – having a richer life over a life of riches and not so materialistic. The travel and tourism industry is well positioned and ideal for this change, as a study by American Express found that 85% agreed that spending money whilst travelling is an investment that is worth making.
Travel and tourism brands should put experiences and the joy we receive from them at the forefront of their marketing in order to attract this generation of ‘experience seekers’. To not do so is to lose out!
Personalisation For travel And Tourism Bookings
With more and more people becoming increasingly concerned with experiences rather than material goods, there is the need for unique experiences whilst on holiday, rather than standard processes for everyone. With the desire for personalised experiences, big data is the key to allowing brands to offer customised offerings and gives them the ability to track customers’ preferences.
For example – Including the consumers name in an email can increase click through rate by 40%.
Research has shown that 85% of people said that customised and personalised itineraries are far more appealing than a one size fits all solution. Personalised services command a premium, so being personal in your market can add inherent value to your service – Customers are much more likely to remember meaningful brand engagements.
Why You Should Be Using Rich And Immersive Video On Your Travel Site
With the introduction of 360-degree video on Facebook and YouTube in 2015, many tourist destinations, hotels and guest houses have been able to experiment within the medium. This new experience allows your possible guests to immerse themselves into not only a destination, but events and activities, generating a much higher level of engagement.
What Is Virtual Reality For Travel Brands?
Following on from immersive video, VR has been talked of for many years now but still hasn’t quite made it into the mainstream. Could this change in 2019? It is apparent now that the tech is advanced enough to offer a virtual reality experience at an affordable price and for the website.
In a way that has previously been impossible, VR gives consumers the opportunity to experience the holiday destinations before they visit. In the future, we are likely to see virtual tours of resorts and hotel rooms so holidaymakers can ‘try before they buy’ and gain a real feel of their potential holiday destination.
How Do You Choose Your Destination Provider?
Consumers are now looking further than just reading online reviews before they choose which travel company to book with. They are now paying attention to how companies respond to their online reviews and are using this as a deciding factor. Trust in the decision making process is now a huge factor when booking a holiday or choosing a travel company. It has come to the point now that customers choose not to believe a review where a customer is 100% happy about their experience as this is often viewed as ‘too good to be true’.
How Do Your Potential Consumers Book?
Along with most things digital, we are likely to see a shift from desktop to mobile booking. Online tours and attractions bookings are expected to increase by 75% from 2015 to 2020, where most of these online options will be mobile-optimised.
More people are staying on mobile to book, instead of switching to PC (Google, 2018).
Skyscanner (2018) found that after researching on a smartphone, 79% of mobile travellers in 2017 completed a booking – an increase from 70% who did the same in 2016.
49% of direct online bookings are now on mobile, compared to 31% in 2016 (TrekkSoft, 2017), telling us that it is vital that any online booking system is mobile optimised.
How To Create Digital Travel Marketing Strategies
The travel industry is now about building relationships with your prospect and current customers, so your marketing campaign has to help this. When creating your digital campaign, there are various things to consider to ensure you are targeting the right people at the right time in their holiday planning phase:
Which aspects of your audience could influence the messaging?
How can the content and the time of ad placement enhance your brand messaging further?
Ensure your ads work on every screen and make sure your messaging is tailored to each device.
Are you measuring and testing the success of your paid-ads and how you audience is interacting with them?
Your marketing campaign should incorporate different messaging, depending on whether you are targeting potential bookings or existing customers. This will allow you to capture new audiences and maximise the loyal customers that are most valuable to your brand.
In the travel and tourism industry, data can be used to make creative decisions which can be game-changing for your business, including the use of geotargeting, using location and other behaviours. An example of this involves having localised, unique social media accounts for each store across the country. By doing this, highly relevant content can be provided to your customers.
Digital Marketing For Tourism
When it comes to planning a digital travel campaign, timing and intent is key. You need to make sure you fully understand the audience you are targeting and the timing in which they are most likely to hear your message. If you would like to know more about Digital Marketing, Web Design and Social Media services for tourism – give us a call.