It cannot be denied that Brexit is raising questions about travel that holidaymakers have not had to consider in recent years. With Ryanair weighing up the profitability of flights across Europe, travellers facing new roaming charges and growing concerns around the need for visas post-Brexit, consumers are seeing headlines that could put them off booking a holiday this year.
This uncertainty to go ahead and book holidays has created a new environment for travel operators in the UK. For marketers at these companies putting the right digital marketing strategy in place is essential to ensure that they flourish and drive sales this year. They must alleviate fears and show the value of travelling aboard.
We surveyed consumers about their attitudes to travel at the moment and here are three of our findings that travel marketers should keep in mind when planning their approach:
Travellers want greater value
Of the 1000 Brits we surveyed 45% say they are facing financial barriers to travel this year, with exchange rates topping their worries. 41% are planning to book their holiday later than usual and the same number are looking to spend less than £500 travelling abroad.
With financial concerns top of mind for consumers, travel brands should explore partnerships with discount and loyalty publishers. When asked what the best thing travel holiday companies can offer them at this time of year, 39% of respondents answered discounts, vouchers and offers.
Voucher and cashback sites have become destination shopping sites in their own right with a highly engaged audience looking for deals each day. Not only do these publishers open a brand to a new audience, but it allows them to demonstrate how they offer value to customers. In addition, rewarding customers that have booked before is a great way to tempt them back when they may be unsure about making a booking.
Use data to understand desire
It’s important to avoid making assumptions in the current climate. For example whilst it’s anticipated that many people book their summer holiday at the start of the year, our research identified that 43% of people will be doing this later in the year.
Although behaviour is becoming more predictable, technology is making it easier to identify patterns. Brands can look at their data in order to gather insights about their audiences and use them to market more effectively. For example, if a particular demographic is likely to engage with a handful of destinations online around pay day, a travel company could benefit by targeting that audience with ads for hotels in those places at that time of the month.
However brands must also consider that people are no longer purchasing the first holiday they see, the next best package is always just a click away so their journey becomes convoluted. To fully understand how consumers are purchasing holiday packages though brands must have a single customer view across multiple devices. With a complete picture of how customers complete purchases, brands can target other customers likely to follow the same pattern of behaviour with tailored content.
Adventure still appeals
Our research also found that regardless of the situation in Europe, there is appetite for travel further afield. 20% of respondents picked either Asia, Africa or South America as the continent they are most likely to travel to this year. The proportion did not drop when specifically looking at the travel plans of consumers over 35 years old, with 18% of people in this age bracket opting for long haul destinations.
James Libor, Performance Marketing & Technology Manager at Virgin Holidays, agrees that there is fluidity in the current travel market and amongst digital consumers in general. He argues that where European travel might present uncertain outcomes for now, people are responding by looking further afield. Exotic holidays are not only manageable but offer perks from consistent weather to money going further.
Our research also uncovered that nearly a fifth (19%) of people cannot find the right package or do not know where to go so there is a chance to inspire travellers with marketing content that is visual and taps into the sense of far flung travel. For example, working with travel influencers, such as vloggers or bloggers, is letting travel companies tell the stories behind their destinations to the influencers’ highly engaged audiences.
Ultimately, digital marketing could make or break travel companies in 2017. Travel operators must keep their fingers on the pulse of consumer behaviour more than ever and adapt their campaigns in line with insights they uncover. Having accurate customer and interactions data as well as partnerships with publishers will allow travel marketers to reach new audiences with messages that communicate the value of travel.
By Abi Jacks, UK marketing director at Rakuten Marketing
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