How to take advantage of a key date such as the Hot Travel in October to sell more?
The word “trip” does not have a single meaning. It was always a subjective experience where factors such as socioeconomic or spatiotemporal conditions have an impact. In addition, each traveler pursues a different objective: from disconnecting from the routine on a paradisiacal beach with an all-inclusive proposal, to experiencing the adrenaline that extreme sports offer.
According to the study Expectations Hot Travel 2022, developed by the AMVO (Mexican Online Sales Association), last year travel became relevant again in Mexico and was considered a “priority expense”, surpassing other categories such as gifts, household appliances, clothing and footwear . This year the positive trend continues to rise. What can brands associated with the tourism industry do to get closer to their audiences and take advantage of this push?
Get on the Hot Travel
Now brands have the double challenge of standing out with personalized proposals for each consumer and in a highly competitive price environment, marked by the constant evolution of new technologies and digital media. This means that people browse different places, through different devices, and at any time of the day, in search of the ideal proposal that suits their needs, which puts marketers before an increasingly complex panorama. that invites them to innovate and think about new strategies.
On the one hand, Hot Travel, an event organized by AMVO, is a great opportunity for brands associated with the world of tourism — from land and air transport companies to the hotel and rental sector — to gain relevance with their audiences and make your sales take off significantly.
On the other hand, to achieve this successfully, AI-powered programmatic advertising is the golden ticket that will allow them to achieve their goals. As we said, the travel experience is subjective and, thanks to this type of solution, it is possible to cross different variables of tourist packages to impact each target in real time, with the appropriate offer.
How to achieve an advertising experience all inclusive?
In this sense, the Demand Side Platform (DSP) and Dynamic Creative Optimization (DCO) technologies — which work in unison — have the ability to segment all audiences based on variables such as weather, the most searched destinations, location where they are, their interests and even seasonality. In this way, it is possible to generate dynamic advertisements for each target audience with the most convenient offer, the most relevant message and in the appropriate medium for each segment, where Display, pDOOH (Programmatic Digital out of Home) and Connected TV.
In addition, these solutions make it possible to enhance and automate the already traditional segmentation techniques so that the tourism industry can offer its audiences a more complete travel experience. We can see this clearly with the “abandoned cart” technique.
According to the Moonsend site, in Latin America the percentage of abandoned carts is the third highest in the world and the travel sector is the second most affected with a bounce rate of 82.2%. One of the main reasons has to do with the fact that many users go to online tourist package sites and opt for an option to compare prices with competing stores, or else, they begin to doubt and decide to leave the purchase for another time. In these cases, AI allows brands to automatically identify these types of audiences and offer them incentives, rebates or bonuses to convert the abandoned cart into a sale.
omnichannel treatment
Likewise, geolocation is another of the segmentation techniques that can be improved and optimized from the use of technology. This technique makes it possible to intelligently detect where the audiences are in order to propose customized ads that fit their needs. For example, if a person is in Mexico City and their searches are oriented towards destinations with a beach, thanks to Groovinads’ technology, an airline will be able to offer flight promotions considering the departure destination and the arrival destination automatically, for each user.
As we have seen, each audience is a different journey and, in an omnichannel environment, requires an adapted and exclusive treatment. In order for brands associated with the tourism industry to connect significantly with their audiences on one of the most anticipated dates of the year, they need to have a suitable technological partner that, based on flexible technology and a team of experts, Take them to the destination and allow them to take advantage of a key date such as Hot Travel.
Ivan Santos Munoz Graduated in Strategic Communication and has worked in the advertising industry for 25 years, both for advertisers, media agencies, creative agencies, innovation agencies and technology companies.