By Blake Ng — 5 Apr 2018
In many respects, the success of your tour and activity company depends largely on the volume, quality and accuracy of the data you collect. Big data is big business in the travel industry, and it’s important that you not only harvest this data but also utilize it effectively.
Here are four ways that travel brands can stay relevant in a data-driven industry:
1.Prioritize the customer experience for mobile travelers. According to Tnooz, mobile sales account for approximately one-third of all bookings for travel companies, and that is expected to continue to grow by 15 percent year after year. Tour and activity operators need to expect that their prospective customers will start to use a mobile-first approach, rather than using their mobile device as an alternative for their trip planning experience. Data can and should be used to improve the online booking journey at every stage for mobile users, in order to make it as convenient as possible for future travelers to research and book their travel arrangements.
2.Data must be used to launch a retargeting campaign. The fact of the matter is, most travel industry business leaders feel satisfied with the volume and quality of the data they are collecting. However, many of them do not know how to effectively use this data and implement it into their decision-making process. One of the simplest and most effective ways to use data, however, is to launch a retargeting campaign. Retargeting allows a brand to access a prospective customer who may have left their website prior to booking. The ads serve as gentle reminders to finalize the purchase, and they help to improve brand recognition. It’s a marketing strategy that requires data, yet delivers big results.
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3. Recognize the rise of conversational experiences. Those who use their mobile devices almost exclusively are finding it more and more inconvenient to use text and typing to complete their tasks. In fact, nearly 25 percent of mobile users are using voice technology to compose texts and search online. Tour and activity operators need to recognize the differences between a mobile user who types and a mobile user who prefers the conversational experience, and adapt their products to fit the needs of all their customers.
4. Align your organizational goals with your data results. Ultimately, you need to be able to use your data to better understand the travelers who interact most with your brand. Using the results of your data collection efforts, you can upgrade your technology, offer new products and improve the online booking journey at every step of the process. Your data collection results and your organizational goals need to complement each other rather than contradict each other.
Collecting high-quality data is the first step in creating an online marketing strategy that increases your brand visibility while simultaneously improving customer loyalty. To learn more about how data can be used to enhance your online marketing campaign, download the Rezdy online marketing ebook now.