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BizReport : Blogs & Content archives : October 26, 2016

Top 3 tips to improve travel marketing strategy

With more travel-bound consumers using mobile devices to research destinations, buy tickets, and check-in to their airlines or rental cars, it is very important for travel brands to personalize the content on their site. Here are three tips to do so.

by Kristina Knight

Kristina: How important is personalization for the travel vertical?

Seth Cassel, President, EveryMundo: The ability to bring passenger-centric information to the consumer market is key when participating in the competitive landscape of travel.

61% of passengers want more personalization before engaging more with airline brands in mobile commerce. Earning brand loyal travelers will increasingly require airlines to share relevant, targeted, timely offers with consumers throughout the customer lifecycle - driving lifetime by using better data to more efficiently deliver value.

Kristina: How can partnerships, like the one between EveryMundo and WebyClip be utilized by travel brands?

Seth: With 85% of consumers stating that they are more likely to purchase a product after watching a promotional or explanatory video, the ability to serve destination based videos alongside fare pricing and route options will allow travel brands to better respond to consumer market needs.

With the addition of WebyClip's curated video content, EveryMundo's airTRFX®-powered landing pages can become more thorough resources to travelers, enabling airlines to offer not only flight information but also details about destinations for cross-sell and upsell opportunities. WebyClip's AI technology ensures that videos showcased alongside route and flight information are highly relevant and well matched to the page content, delivering greater levels of customer engagement and increased conversion rates.

The partnership will deliver a complete visual marketing solution to airlines.

Kristina: What are your top 3 tips to a better travel personalization strategy?

Seth: Rise to the Mobile Challenge
Mobile is quickly closing in on desktop bookings amongst infrequent travelers, 45%, and has already surpassed as the preferable option in travelers who take three or more trips a year, 65%, reaching over $50 billion in sales in the US alone. Airlines must embrace innovation and take action to offer an optimized mobile user experience - or else risk losing more market share to third-party aggregators.

Commit to Driving Lifetime Value
The immediate flight purchase is no longer the point. The focus should be on maximizing revenue from customers over the long term (and airlines positioning themselves for more aggressive marketing in order to own the traveler throughout the customer lifecycle). The connection between e-commerce loyalty and lifetime value needs to be recognized in order for carriers to market to and make online acquisitions.

Focus on Stronger Conversions
Sustainable direct-channel revenue growth is achievable for airlines - but ancillaries aren't the answer. Airlines need to up their investment in online marketing and commit to increasing customer conversions. Performance content marketing is key to driving stronger clicks and conversions via the measurement, distribution, and optimization of consumer-focused content.

Tags: advertising, advertising content, EveryMundo, travel content, travel marketing

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