The summer of 2022 was the key moment for the tourism sector, in which they had the opportunity to recover the ground lost since the pandemic. Consumers wanted to travel and this has been directly reflected in the levels of demand for these two months. Hotels have almost reached pre-pandemic figures and air traffic has increased by 150%.
For their part, the companies in the sector have faced the challenge of knowing how to offer what the consumer was looking for, in a scenario of incalculable competitiveness. The goal has continued. September, however, has ceased to be the month of “back to school” to become for many others the month of vacations; a fact that is gaining more and more relevance, possibly linked to the drop in prices outside of the hitherto called “high season” months.
But can marketing departments play with more than just price to win over the consumer? The answer is yes, and that is by offering you a product that fits your ideal vacation. This is where data and artificial intelligence (AI) come into play.
Offer a tailor-made holiday
Everyone wants a break that’s perfectly suited to their needs, whether it’s a summer or fall getaway, a business trip, or a family getaway. Planning a trip can be a daunting task because it takes time and effort, especially when consumers compare different destinations and read reviews, looking for the best option. Precisely this tedious or heavy process becomes a business opportunity for marketing departments. Understanding the consumer, anticipating what they are looking for and offering it in a simplified way can help us attract new customers at the right time.
This can be achieved thanks to fully personalized marketing actions with which to offer adequate and customized content for each type of traveler, targeting the offer and saving time for each person. 83% of consumers say they are willing to share their data with companies in order to get a personalized experience. Normally the beginning of the interaction of brands and people is the web. Here, companies must be able to personalize the experience based on behavior. We don’t have visitor data, but we can track what they do and deliver content accordingly. The closer the content is to what I need, the better my experience will be and the easier it will be for me to leave the data when, for example, a pop-in appears asking me to download content in exchange for registering with my email. From that moment, you can start communicating in a personalized way, initially via email.
How to communicate the offer: the power of email marketing
Email marketing is one of the channels that works best in the tourism sector; and the recipe to build the perfect message has three steps.
It uses an algorithm to choose when to schedule the delivery: Artificial intelligence will provide you with user information that will help you define when is the best time to send the information. Here, it is recommended to set a window of 24h. In this way, we make sure to approach everyone at their ideal time. If that span is shorter, someone may not receive the email at the ideal time, such as during business hours.
Vary the sending time of emails: Many people check their email every morning, but choosing a different time may be more appropriate if you want the recipient to notice the content of the email. By sending emails at the same time every day, you create an expectation, which in itself is an outcome.
Improve communication by adding new channels of contact: Communication through multiple channels also allows you to better understand consumer preferences and data. With an omnichannel approach, a single 360-degree view of the customer is created. Regarding communication with travelers, support is recommended at all stages of the trip. For example, different airlines use various channels (email, WhatsApp, SMS) to send flight confirmations, check-in messages, boarding passes and flight status updates in real time.
In short, the development of the tourism market and the options available to the consumer have created a new scenario where competitive differentiation is increasingly complicated, whether it is based on price or product. Given such a paradigm, the configuration of the offer and the way in which it is shown to the consumer can be positioned as a key differentiating element, and Artificial Intelligence and data technology, the two pillars on which to build it.