My travel business is doing well. Why do I need to advertise?

Travel is back and one of the challenges facing destinations and travel brands alike is having too much demand.

With summer here and most of the world’s COVID restrictions gone, travel businesses are finding themselves inundated with customers desperate to explore the world after the pandemic.

So of course marketing is the last thing on your mind, right? But even when times appear good, we need to keep our eye on the future. And this is why you still need to advertise.

It’s vital that brands not get complacent in their position while things are going well. They need to think about their off-season and ways to ensure they can lock in bookings year-round as early as possible.

The best way to ensure the most effective advertising is by utilising the best quality travel data available where you are able to target those that are interested in travelling during the periods that you either have vacancy, or know will be slower than the summer peak.

This is where Audience360, a leading provider of 1st party audiences with transparent data from trusted websites and brands around Australia, comes to help travel marketers advertise to ensure destinations can achieve maximum occupancy all year round.

Audience360’s exclusive data partnership with Webjet.com.au, Australia’s #1 online travel agency, means that it reaches over 2.8 million travellers per month who are searching and booking flights, accommodations, car rentals, and other travel services online. This wealth of high-quality data gives a keen insight into when and where it is appropriate to advertise travel, an essential for any travel marketer.

Audience360’s marketing techniques are crafted so travellers are targeted for the right place and time of year. By advertising to those now who are looking to travel in June next year, and then converting them early, you are setting yourself up for success all year round.

Audience360 can help a brand match a traveller to a time of year when your occupancy or visitation levels are lower. Likewise, Audience360 can target a traveller looking at a competitor destination during a slower time of the year in order to drive consideration back to your location, giving you the best possible opportunity to convert that traveller to your region.

Understanding what travellers are looking for and suggesting what they need next without them asking is a sure-fire way to keep your business economically sustainable year-round. It reduces wasted advertising spend and helps each marketing dollar work as hard as it possibly can to deliver the return on investment you require.

This is facilitated by deterministic data that allows sophisticated marketing to focus on the individual, avoiding a ‘one-size-fits-all’ approach.

By focusing beyond the short-term horizon we are mitigating – as best we can – any speed bumps that may arise. Failing to plan is planning to fail, using the right data mix for your marketing strategy will enable a year-long growth strategy whilst maintaining economic, environmental, and local community sustainability for your business and destination. Audience360 can help your business accomplish this.

To find out more about Audience360 and how it can help businesses advertise effectively at the right time, click HERE.

Featured Image: (iStock/georgijevic)

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Email the Travel Weekly team at traveldesk@travelweekly.com.au

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