Here’s why most data is useless for travel brands

By James Harrison

The travel marketing game is constantly evolving with data informing the philosophy that guides modern travel advertising.

Understanding your ideal client, discovering the right time to advertise and what factors will lead towards the highest return on investment are crucial to any travel marketer. Predicting what a traveller needs before they get to the next step of booking their holiday sounds almost impossible, but by utilising the best data that can help the travel industry best market a product, this is possible.

Not all data is created equal and the use of generic travel data on offer does not allow for focus on the individual traveller. This leads to potential travellers being marketed a typical type of hotel, destination, resort or any aspect of the travel experience without understanding who they are and what category of traveller they fit into.

In the face of this problem, Audience360, a leading provider of 1st party audience data with transparent data from trusted websites and brands around Australia, uses curated data to facilitate the industry in effectively marketing towards an ideal customer.

Audience360’s data partnership with Webjet.com.au, Australia’s #1 online travel agency, means that it reaches over 2.8 million per month who are searching and booking flights, accommodations, car rentals, and other travel services online and has a keen insight into the behaviour of travellers.

This high-quality data allows travel marketers to understand the type of traveller they are marketing to, giving them the high-quality insight into the traveller’s behaviour that Audience360 provides to target them based on what they need or like.

For instance, Audience360 told Travel Weekly that 68 per cent of hotels are booked 6 hours after a flight is booked. By understanding the destination and the type of traveller (i.e. adventurer, foodie, business traveller), travel marketers can properly utilise data to show them a curated hotel or travel experience that elicits a direct response.

This doesn’t just secure a new client for your business, but it can lead to repeat customers who value the service that a travel destination or provider offers and can increase the average length of stay.

By reliably predicting consumer behaviour and achieving high conversion rates through Audience360, those in the travel industry can effectively utilise high-quality data to boost their business.

To find out more about Audience360 and how it can help your business properly utilise data and achieve higher conversion rates click HERE.

Featured Image: iStock/DKosig

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Email the Travel Weekly team at traveldesk@travelweekly.com.au

Audience360 technology travel data travel marketing webjet Webjet.com.au