In the ultra-competitive industry that is travel, promotional strategies have become more critical than ever for brands as points of differentiation.
From discounts that appear seasonally to viral marketing campaigns that spread organically, travel companies might employ any number of techniques to stand out.
When companies understand which techniques are most effective and work for their audience, they can begin to create brand loyalty and retain customers. In this article, we’ll look at some techniques that have been used to shift brand perception.
Core Promotions and Seasonal Strategies
At the heart of travel marketing are promotions like discounts, package deals, or early-bird rates. They usually coincide with popular travel times, tapping into urgency felt by the consumer.
For example, airlines drop prices as seasonal demand dips, while targeted promotions are common in peak season. Of course, it’s not just a tactic confined to the travel industry. In the iGaming sector for example, bingo promotions are used to maintain user engagement and attract new gamers. They are updated regularly and featured prominently to advertise sign-up bonuses or other offers. Indeed, across the board, promotions help companies to not only drive short-term revenue but also smooth financial cycles during the year.
For the consumer, it is an easily understood offer. Brands like Marriott Bonvoy reward repeat customers, so it makes sense for travelers to join loyalty programs and potentially take advantage of more offers. It’s a tried and tested tactic in pretty much every field imaginable, and travel companies remain no exception.
Niche and Viral Marketing in Travel
One example of viral marketing that stands out is “Inspired by Iceland,” which encouraged users to share their experiences of the country and allowed the campaign to leverage user voices, which converted engagement into bookings. Airbnb has also leveraged their neighborhood guides and experience promotions to move focus onto local immersion, not just accommodation. Rather than focusing only on price, the company has been able to highlight special activities and create the chance for travelers to tell their stories.
Guerrilla marketing has also made waves over the years. For example, Jetstar staged a “mystery sale” that employed teaser billboards in different locations, which piqued the curiosity of the public. This curiosity prompted conversation on social media, and millions of impressions were generated. The campaign was ultimately successful and showed the power of unpredictability and intrigue when it comes to engagement.
Measuring Success: What Works Best?
While viral and flashy campaigns can gain attention, data shows they are not the most effective way to get customers. Instead, it is tactics like limited-time sales or early-bird discounts that show high conversion rates across demographics. Along with this, loyalty incentives that come with membership clubs have been proven to build long-term relationships and customer retention. Having said that, viral content is effective in creating brand awareness and even reinforcing brand presence over time. Successful companies are able to blend both approaches.
By combining value and engagement, individual travel companies can make a considerable dent in the industry. There are numerous examples through the years that have proven this, and they are the companies that have built lasting connections with travelers in an increasingly competitive sector.
