With a surge in January travel searches, super-connected consumers, and a growing need for effective engagement, now’s the time to plan your travel marketing strategy for engaging with audiences early on in 2018.
Summer & spring searches start early
In the US alone, up to 65 million travelers take flight and enjoy spring break getaways. Year after year, we see this surge in spring and summer travel searches during January and throughout the first quarter, the so-called “January jump.”
In our Spring & Summer report we see, for instance, that 39% of Q1 searches are for spring and summer travel. With all of these searches surging early on in the year, getting your campaigns up and going in January is key to a strong start to the new year.
Go multi-channel for maximum impact
Today’s traveler is hyper-connected. They discover, search, and book travel on dozens of sites across multiple devices. In our recent Path to Purchase report, we see one traveler amass 451 travel touchpoints over 5+ months of travel planning.
With travelers now moving through apps, social media, comparison sites, and supplier direct sites to book their travel, you’ve got to be where your customers are. A comprehensive, multi-strategy marketing strategy will make for seamless messaging—and the ability to nurture travelers from awareness of your brand to a decision that ends with your brand.
Effective engagement is about data & data science
Having the data to know when a traveler is in-market for your offering is the first step to engaging with them effectively. But more than data, you need the data science to ensure that you are identifying, at scale, the behaviors that indicate a higher propensity of moving down the travel planning path.
Backed by smart data science, our programmatic efforts are even more effective as we can better predict a traveler’s next step and capture their attention by serving more relevant and value-laden ads. And 2018 is going to be a big year for programmatic with a projected $64 billion in spend. Make the most of your ad dollars by ensuring data science is driving them.
Reach out now to get your campaigns up and running so you can start 2018 on a strong footing.