The Holy Grail of Travel Marketing
Marketing continues to be the largest annual expense for most travel agencies year after year, companies like Expedia are known for repeatedly spending over half their annual budget on marketing. It’s not hard to understand why; the only way to maintain a brand presence, acquire and retain customers has long been dependent on marketing efforts.
The sad fact of the matter is, that despite all the data gathered by advertising platforms and the tools available to marketers, reaching an audience remains an imprecise art. Similar to hitting a bullseye with a shotgun. The spread is wide and you may hit part of the target, but finding the center and getting a sale is a costly waste of marketing munitions.
This is changing, however, and in a big way, just as digital marketing improved the precision and targeting capability of marketers by leaps and bounds from the billboard and magazine era, apps are making the next big leap. Anyone selling anything would be thrilled by the data an app collects. The potential information a large user base provides is limitless. With the right tools, an app makes travel marketers like a guest in the pockets of every customer that downloads these apps.
You gain access to an immense amount of personal data about a clients’ behaviors, patterns, likes and dislikes, and preferences. You’re creating your own digital dossier on clients and they’re mostly ok with it. As long as you’re providing them with value.
That’s what it really comes down to, a symbiotic relationship wherein you provide users with travel information and services that are relevant to them. How does an app enable you to accomplish this and what information are you now able to gather?
Real-Time Tracking – live geo-data enabling you to know precisely where a user is at any given moment.
Historical and Behavioral Information – while keeping track of apps used, usage time, purchase and search history, locations visited and other meta-data, you can gain insight into a user’s behavioral patterns.
Direct Communication and Push Notifications – At any given moment, you can light up a user’s screen and send them a message that they’re sure to see. Whether it’s helpful information or a location-specific service, is up to you. The ability to communicate immediately at a sales-critical junction with a user is the equivalent of mixing the power of advertising with all the on the spot pressure of a cold-call.
By combining these data points. You can suggest relevant content and upsells at the moments in which they’re most likely to convert. For example, a user traveling to Madrid might be interested in tours, a trip to the Warner Bros theme park or visiting nearby cities.
A complex algorithm within the app can then take information such as: ‘Are they traveling alone?’ ‘Are they traveling with kids?’ ‘What are their age ranges?’ ‘What attractions did they search for?’ Along with other data to suggest theme-parks, for example. In a similar scenario, if a user is a senior citizen, they’re more likely to be interested in a guided-tour and would want more information about their destination.
Native travel apps are a digital marketer's heaven; enabling marketers to reach customers in a way that is exponentially more reliable than traditional and digital advertising. Just imagine, next time you hear someone get a notification on their phone, it could be your app closing a booking.
In fact, we’re completely confident that the future of travel marketing lies in apps. As such, Gimmonix and TripSciences offer a comprehensive white label travel booking app powered by Travolutionary. You can learn more about the app using this link: https://mobile.gimmonix.com/