Finding, attracting and converting travelers in meaningful ways can be a complex task. Here are a few different considerations for travel providers looking to break through a noisy marketplace to reach and attract travelers.
● What’s your objective? Who are your stakeholders? Before embarking on any digital marketing campaign, make sure you really know how to answer both questions. Is the objective awareness, pure conversion or something in between?
● Once your objectives are clear, identify the platforms and partners that have both the solutions and the audiences to support those objectives.
● Having access to the right data is important. To drive meaningful results that tie back to campaign goals, the partners you work with should have the data to match your campaigns with the right audience and at the right time. For example, we capture the full booking path for a customer – from inspiration to conversion – providing a unique opportunity, through our first-party data, for our travel partners to talk to the customers they want to, wherever they fall within the journey.
● Make sure you have reporting that aligns to your campaign KPIs and objectives. This will help you identify if your campaign is working and where you may need to adjust to ensure you meet your goals.
The struggle of reporting ROI for marketing and media is a challenge many face. There is an influx of data and not much direction on what actually moves the needle and what doesn't. What is your best advice for delivering a thorough report that is easy to digest and delivers the value we hope to communicate?
Demonstrating ROI: the million-dollar question and no doubt what keeps marketers up at night. Travel marketers face more pressure than ever to demonstrate quantifiable results from their campaigns.
We work closely with our travel partners to ensure they are best equipped to demonstrate the effectiveness of their marketing programs and dollars. Seeing which advertising techniques work, and which don’t, can help open the door to greater creativity and potential in future campaigns.
What is the best personal trip you've taken and why?
It’s always hard to pick a favorite trip, as the wonderful thing about traveling is that every experience is unique and offers something different, so pinpointing just one trip seems unfair. But, if I must choose, my trip to Croatia for my wedding was among the most memorable as it brought together my friends in the U.S. with my family in Croatia, which is where my father is from. I enjoyed playing tour guide and showcasing the beauty of the country to my guests who may have otherwise never traveled there.