1. Where Demand is Growing and Waning in Airline Markets
With the global airline industry expected to net a profit of $29.8 billion in 2017, knowing where the growing and waning demand is for travel is critical for your airline’s success.
We see that for both the US and Canada, Egypt is a top rising destination. The first seven months of 2017 saw a tourism revenue increase by 170%, proving that Egypt is a booming travel destination for North America. Another rising market is Greece, which despite economic problems, saw optimistic tourism numbers in 2017, possibly due to additional airline routes to Athens.
It is important to remember that for travel, no two years are alike. Destinations that were hot last year could continue to rise, or decline fast. Airlines that understand and act on changing traveler demand trends will stay ahead of the competition with a non-stop ticket to success.
2. When to Target In-Market Flyers for Your Airline
We all know that travelers jump across websites and devices during their travel planning. But, in a competitive market, how do you get these in-market flyers to book with your airline over others? While every traveler is different, your airline can reach them at the best time and through the best platform with access to real-time intent data, which will help you understand their preferences and motivations.
For example, one traveler, pseudonym “Eric,” is a household decision maker and plans an amusement park trip for his family of four. We see that “Eric” is a heavy mobile user and researches months in advance for his family trip in October.
To reach people like “Eric”, your airline should boost brand awareness through video, especially at the beginning of his search. Over half of all video viewing is on mobile, meaning you can inspire and engage “Eric” with a captivating video of your airline’s services and destinations. Targeting “Eric” at the beginning of his travel search means he will keep you top of mind, increasing the chances of a conversion further down the funnel.
3. How Sojern Works with Airlines to Reach Their Marketing Goals
At Sojern, we know that targeting the ideal audience and reaching your marketing goals is always a challenge. One way Sojern can help is with our traveler intent data. We have an unparalleled view into a traveler’s online behavior and can serve a personalized ad for your airline to in-market flyers, re-engaging them during their internet browsing. We’ve already partnered with Qatar Airways to help them engage travelers through Dynamic Creatives.
With Dynamic Creative, a rich media ad format, Sojern nurtures travelers from search to booking. Through our partnership with Qatar, we were able to increase conversion rates and click through rate (CTR) goals when compared to static creative, as well as more than double ROI goals.
Check out the whole report here to find out more Sojern insights on the airline industry.