With pandemic restrictions easing in some areas, consumers are ready, and excited, to travel again. Many people are fully vaccinated, tired of being at home and have been saving funds and travel miles to spend on their first opportunity to “revenge travel". After months of stay-at-home orders, “revenge travel” is how consumers will make up for missed and cancelled trips.
For travel brands, this is a unique opportunity to reach an audience that is eager to purchase. Here are three digital marketing strategies that travel brands can leverage in 2021 to capitalise on pent-up travel demand.
1. Safety first
Safety is still top priority. Creating messaging that responds to pandemic-related concerns can build consumer confidence. For example, many airlines are now offering a flexible rebooking policy. By highlighting this policy in their digital campaigns, airlines will capture the interest of hesitant travellers.
The knowledge that an airline offers flexibility builds consumer trust and may be the deciding factor for that consumer who is on the fence about whether to travel yet. With both new and returning customers, brands can furthermore solidify (or earn!) consumer trust by providing the safe and memorable “return to travel” experience that consumers are looking for.
2. Contextual targeting
Use contextual targeting to reach audiences who are ready to travel again. Contextual advertising uses algorithms to place ads based on keywords, website content and other metadata. This method targets users based on the environment in which an ad appears, placing focus on the consumer’s current frame of mind to show an ad that is hyper relevant.
In harnessing the resurgence of travel, capturing an audience that is currently receptive to travel is the key to success. To best capitalise on the high percentage of people who are considering travel, ensure you are first engaging with those who are most interested — as they will be more likely to book a trip.
3. Lead with video
Travel is an emotional experience. To capture the interest of your target audience, leverage a channel that speaks to that emotion. Travel brands can use video as an engaging and immersive medium to engage viewers with storytelling, invoke emotions and showcase various experiences.
By tapping into a viewer’s emotion, your video can entice them to book a staycation at your luxury hotel or visit your resort for the gorgeous beaches. And when you run your video campaign on connected TV (CTV), you can capture and hold user attention particularly well. CTV’s natural full-screen experience lends itself to highly viewable ads in an environment in which the audience is already engaged.
The travel revival has started, and it isn’t expected to slow down. With these three digital marketing tactics, brands can reach consumers who are ready to travel again, build consumer confidence and immerse viewers in an engaging story.