Despite concerns about inflation, weather, and unruly passengers, U.S. consumers remain optimistic about travel and tourism. It is no surprise that domestic travel ranks the highest on the travel plan, but international plans don’t seem to be slowing!
Learn how to maximize your travel and tourism campaign performance by exploring key trends, understanding the current market, and, most importantly, who your customer is and how to reach them along their journey with these five tips:
1. Timing is everything. Segment your ideal consumer and when they are most likely to make their purchase. Could this be 6, 12, or 24 months out? It’s crucial to understand the unique customer journey and the impact on consumer behavior and their purchasing decisions.
2. Don’t underestimate the value of a holistic media strategy. From targeting to activations, every aspect is important to ensure maximum performance and outcomes. This includes understanding the key performance indicators specific to your brand or client and their campaign. By leveraging a full-funnel approach, you can work from awareness to consideration, then to intent, purchase, foot traffic, and finally, loyalty.
3. Leverage low-funnel attribution insights to make strategic, real-time optimizations against your specific KPIs based on conversion data. By utilizing this valuable data, you can pinpoint where to retarget audiences to re-engage them through video and display formats, delivering brand messaging in the right place, at the right time, and in the right mindset.
4. Creative matters! Cut through the noise and leverage high-engagement creatives to be seen by the right audience at the right time.
5. A performance-driven and connected approach is key. Marry strategy and activation, creative solutions to measurement, and derive insights to put the best foot forward for your brand or clients’ goals.
1. Sustainability – We are seeing growth in ethical trips, supporting local businesses, and eco-friendly accommodations.
2. Authentic Experiences – Travelers are distancing themselves from mainstream tourism, instead opting for unique, once-in-a-lifetime experiences. (Source)
3. “Workations” are now a thing – Remote workers are now blending business and leisure travel with destinations catering to their needs.
4. Solo traveling is on the rise – Statistics show a significant increase in the number of people traveling solo versus pre-pandemic.
Digital marketing technology, like Digital Remedy’s digital media solutions, can simplify your workflow by centralizing every aspect of your travel marketing campaign.
Our omnichannel platform allows you to run high-performing campaigns specifically optimized for your audience. This gives you the flexibility to reach a college student making spring break plans with customized OTT advertising campaigns or honeymooners searching for the best European getaways on mobile.
With 24/7 campaign monitoring, you can pivot when your campaign isn’t yielding your desired results.
Simply put, connected TV is where consumers live.
From binge-watching the latest Hulu special to tuning into Thursday Night Football on Amazon Prime, the people you want to reach with your tourism advertising campaign are using connected TV.
In fact, 80% of consumers planning a trip abroad or domestically within the next year watch ad-supported OTT, according to MRI-Simmons’ November 2022 Cord Evolution study.
Digital Remedy’s performance CTV platform allows you to target, buy, optimize, and measure your travel OTT campaigns with precision, all on one simple-to-use dashboard. Our state-of-the-art solutions can inform exactly what creative and which publishers are driving performance for your travel marketing campaign.
When creating your travel and tourism advertising strategy, you’ll want to start by understanding the basic components of tourism marketing, which helps you craft an informed campaign. Developed by professors at Comilla University and Stamford University Bangladesh, the 7Ps of tourism marketing are:
With Travel through Digital Remedy, our point-to-point travel solutions drive sales, monitor variants in foot traffic patterns, and identify audience trends that best impact geo-centric sales results.
Our team of experts understands the market, having launched 100+ successful campaigns across 80 travel and tourism advertisers. We recognize that each type of advertiser is unique but can propel our experience in this category with (but not limited to):
We also have extensive experience with the customer journey and its impact on consumer behavior and purchasing decisions.
We apply a full-funnel approach to our strategies, including key outcomes such as:
Our dedicated team tailors strategies depending on your goals:
Contact a member of our team to learn more about how our digital marketing platforms can take your travel and tourism campaign to the next level.
Reaching nearly $20b in revenue worldwide this year, the direct-to-consumer (DTC) market is expected to continue growing, with no signs of slowing down. Driven by the surge in over-the-top (OTT) content consumption via streaming services in recent years, advertisers are increasingly shifting media budgets to this growing channel to deliver their brand messaging to the right consumers at the right times in an engaging ad environment—but many DTC brands have yet to make the move to OTT. DTC marketers who are not spending on CTV/OTT, run the risk of missing out on reaching valuable customers where they are consuming media. While social has long been the go-to media channel for DTC brands, roughly 70% of DTC consumers say they spend more time watching streaming TV each week than they spend on social media.
In July of 2021, Digital Remedy partnered with Dynata, the world’s largest first-party data platform for insights, activation, and measurement, to field a custom survey targeting U.S. DTC marketers—with the goal of gaining a deeper understanding of the role that connected TV (CTV) and OTT play in their media mix, current practices, expected ad spending and top priorities for 1H 2022, and “must-haves” when choosing a media partner to execute OTT campaigns (including a full explanation of the streaming world).
For full insights from the study, download the 2022 DTC + CTV/OTT Advantage Report.
Whether you’re a DTC marketer just getting started in the CTV/OTT space or looking to take your campaigns to the next level, Digital Remedy is here to help. Flip, our Award-winning proprietary performance CTV platform, connects the dots between CTV ad views and real-world results, providing a full picture of the consumer journey and ensuring marketers get the most impact out of their budget. To find out more, visit www.digitalremedy.com/flip or schedule a free custom demo.
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