3 Tips for ensuring well-targeted travel campaigns
eMarketer predicts that online travel sales in APAC will outpace North America in 2017, reaching USD 215 billion. Through effective marketing, travel brands have an enormous opportunity to get a piece of some of that travel spend pie.
But how to make the most of this opportunity? There are several things to consider when planning a travel campaign to ensure that you are reaching the right audience at the right time. Keeping these three tips in mind, you’ll be better equipped to use data to drive in-market travellers to your offerings with a high level of accuracy.
1) Let the data be your guide
Data, and the insights therein, are key to building a well-targeted campaign. For example, are you looking to attract APAC travellers this holiday season? According to our latest Global Travel Insights Report, Japanese travellers are searching for departure dates near the end of December, whereas Australians are looking to travel more mid-month. Moreover, the majority (71 per cent) of Australians are searching for December travel of 12 days or more, while Japanese and Singaporean travellers search for shorter trip durations. These insights should impact who you market to, when, and how.
2) Start broad, and then refine
Don’t be too narrow with your targeting at the outset. You may think that your key audience is an Singaporean expat living in China, but trying to run a campaign to that level of specificity is highly unlikely to deliver results, at least at first. The most well-targeted campaigns start with casting a wide net, tailoring towards the tactics that prove effective based on campaign performance and insight.
3) Less is more
Having 25 different creatives across multiple mediums with several end goals will make a campaign harder to manage, and could ultimately result in missed opportunities. Start simple! Focus on one goal (e.g., driving bookings) across one or two environments with a few creatives, and then build on this, depending on learnings and partner recommendations.
With online sales set to reach record highs in 2017, it’s time to start ensuring that your campaigns are well-targeted and on track to find and serve ads to travellers when they’re shopping.
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