What’s missing from your marketing strategy?

Travel planning concept on map

Understanding a client’s motivations and, inspirations is key to attracting consumers. So how come so many of us can’t quite get it right?

The current digital landscape makes it easier for travellers to turn to the internet for inspiration and bookings. Travel agents have to compete with OTAs to attract customers on a path to holiday planning.

The issue, according to research from Travel Market Report, is that too many marketing efforts are made too late when customers have already done much of their decision making. This is what they dub the ‘bottom of the sales funnel” – travel agents are left to compete on price instead of value for the customer.

Instead, the key is to focus on “consumers and shoppers who don’t know about your brand by are in the consideration phase,” Seth Forman, the Vertical Director, Travel and Tourism at Quantcast, told Travel Market Report.

By focusing on the consideration phase, according to Forman, you’ll triple conversion rates of sales. Not bad, hey?

So agents must consider what motivates and inspires clients to travel when devising a marketing strategy, not just sit pretty and wait for them to come to you with a holiday idea in mind. Cause by then, they’ve already done the research and chosen you as their agent.

But what about all the other potential customers still ‘umming’ and ‘ahhing’ over where they should go, and more importantly, who to book with?

Knowing the ‘why’ behind travel will help agents better personalise a customer’s holiday.

The leisure travel habits of 1,724 consumers was studied in Phocuswright’s 2016 US Consumer Travel Report. It found that  the “desire to get away/take a break” motivated 41 percent of leisure travellers, while 38 perc ent were motivated by a desire to “to spend time away with family/friends”.

Mark Blutsein, a research analyst at Phocuswright said that the marketing strategy should be inspirational, not just promotional.

“Effective branding addresses the traveler’s inspiration and helps the travel provider appear higher in Google search results,” Blutstein told TMR.

A report from the New Digital Traveller, found that 49 per cent of travellers base their inspiration on past experiences, while 35 per cent are influenced by online travel ads.

Adapting to the digital market is essential then to inspiring clients. A survey found that 30 per cent of respondents has clicked on targeted ads and 69 per cent noticed online ads.

For expensive trip planning, consumers use a mix of internet and agent advice. Phocuswright research found that 46 per cent of consumers used the internet for trips less than $1500, while only 13 per cent used offline resources.

However, if the trip is $1500 or more, 37 per cent of consumers used both the internet and offline resources.

To read more about inspiring customers in a digital world, click here.

Latest News

  • Hotels

Minor Hotels announces a new luxury Anantara on Bali’s Seseh Beach

Minor Hotels has signed an agreement to manage a new-build Anantara resort and branded residences on Seseh Beach in Bali, opening in 2027. The news Anantara Dragon Seseh Bali Resort will be the first luxury beachfront resort on Seseh Beach and the third Anantara Hotels & Resorts property in Bali. The Anantara Dragon Seseh Bali […]

  • Aviation

Solomon Airlines fills Air Vanuatu gap with flights from Port Vila to Auckland

Solomon Islands’ national carrier will commence direct flights between Port Vila and Auckland from 27 May, using Solomon Airlines aircraft to continue air services linking Vanuatu and New Zealand. Solomon Islands officials together with the Vanuatu Government has worked closely with relevant New Zealand authorities to continue interim flights servicing Auckland from Port Vila. This included […]

  • Aviation

Board Air Canada in Sydney’s CBD via a sleek Light Rail

Visitors flocking to Vivid Sydney will glide through the CBD in the newest addition to the Air Canada fleet – a sleek Light Rail tram wrapped in the airline’s unique livery. The Air Canada-themed tram is part of a new marketing campaign designed to put Air Canada in lights during the Vivid Sydney festival (25 […]

  • Cruise
  • News

Carnival Splendor to the rescue of Aussies and Kiwis left stranded in Vanuatu

Carnival Cruise Line’s Carnival Splendor has come to the aid of a group left stranded in Vanuatu, following the collapse of Air Vanuatu. The group, eight Australians and one New Zealander, were visiting the island of Santo when Air Vanuatu cancelled all flights, leaving them without a way home. Carnival Cruise Line responded by offering […]

  • Hotels

QT Singapore set to open in heritage Eastern Extension Telegraph building

Bookings open today for QT Singapore, in the historic former Eastern Extension Telegraph building along Robinson Road, the first property from QT Hotels & Resorts to open outside Australian and New Zealand. Previously Accor’s So Singapore, then the Hotel Telegraph, QT Singapore will officially launch on September 16 and will feature 134 rooms, ranging in […]

  • Hotels
  • News

Minor Hotels’ Anantara group reimagines the brand as its portfolio surpasses 50 properties

Anantara Hotels & Resorts is marking a significant milestone with a reimagined brand identity as recent openings across Europe, Middle East and Asia have propelled the brand portfolio beyond 50 properties. Part of the Minor Hotels group, the Anantara visual refresh takes an elegant, pared-back approach that enables each hotel’s unique character to shine – […]