For most of us, travel is about adventure, romance, and surprise. It’s an opportunity to cast aside who we are at home and experience who we might be in different circumstances. It’s a chance to experience the world that we’ve only seen through digital screens and to be awed by unfamiliar experiences.
It’s hard to imagine wedging data into a suitcase packed with such sexy travel expectations.
However, much like your passport and even your lowly toothbrush, incorporating data into the tourism industry will make travel experiences more enjoyable for everyone: tourists, the travel agents who guide them, and even the communities they visit.
How can the tourism industry use data to market travel more effectively?
To target emerging tourist markets
The world is in an era of rapid globalization and that means new markets are constantly emerging. As of 2015, international tourism was on a steady, six year growth spurt with international tourist arrivals in North America growing by 4%. Familiarize yourself with the expectations, needs, and desires of emerging markets in growing economies like South-East Asia and Eastern Europe and use that data to more effectively target and welcome travellers.
To align your tourism advertising campaigns with your audience’s values
According to travel tech pioneers Amadeus, modern tourists are motivated to travel by diverse values. If you understand why people travel, you’ll do a better job of reaching them.
Socially-motivated tourists travel for the Instagram glory. Busy over-achievers treat themselves to travel as a reward for their hard work. Ethical travellers may make travel decisions based on their politics. For some of us, it’s the sheer joy of being immersed in other cultures.
Each of these audiences requires a different approach to tourism advertising. What appeals to a reward-seeking Baby Boomer may turn off an ethically-minded Millennial. Use audience analysis data to fine-tune your advertising for optimal effect.
To meet your audience’s needs with ease
The easier things get, the easier we want them. That holds especially true for travel. Modern travellers want many of the same experiences that their grandparents did: fun, excitement, novelty. However, we’ve gotten a little less comfortable with no-holds-barred spontaneity.
According to the World Travel & Tourism Council’s 2014 report on Big Data, modern travelers are less interested in leaving their trips to chance and much more interested in “vetted spontaneity.” It makes sense when you consider our 21st century penchant for curated everything. Use data to determine what your target markets want you to offer and how they want it delivered.
By applying innovative audience analysis tools and decades of experience, Morgan & Co. builds media planning, buying, and placement strategies to capture customer interest. We harness data on the travel and entertainment seeker’s frame of mind and use that to execute tourism advertising campaigns that fit your budget while maximizing ROI. Get in touch today to see how we help the travel and tourism industry change with the times.
How are you using tourism industry data to fine-tune your advertising efforts?