Travel is back in a big way and one of the challenges facing the industry is having too much demand. Sounds like a good problem to have, but why and how should you continue to invest in marketing when times are good?
Keeping your eye on the future is essential to not only lock-in bookings year-round as early as possible, but also to combat your off-season, whenever that may be.
The best way to ensure the most effective advertising is by utilising the best quality travel data available where you are able to target those that are interested in travelling during the periods that you either have vacancy, or know will be slower.
Our approach is crafted so that travellers are targeted for the right place and time of year. By advertising to those now who are looking to travel in August, for example, and converting them early, you are setting yourself up for success all year round.
Taking it one step further, we can match a traveller to a time of year when your occupancy or visitation levels are lower. Likewise, we can target a traveller looking at a competitor destination during a slower time of the year in order to drive consideration back to your location, giving you the best possible opportunity to convert that traveller to your business.
Understanding what travellers are looking for and suggesting what they need next without them asking is a sure-fire way to keep your business economically sustainable year-round. It reduces wasted advertising spend and helps each marketing dollar work as hard as it possibly can to deliver the return on investment you require.
This is facilitated by our deterministic data that allows sophisticated marketing to focus on the individual, avoiding a ‘one-size-fits-all’ approach.
By focusing beyond the short-term horizon we are mitigating – as best we can – any speed bumps that may arise. Failing to plan is planning to fail, using the right data mix for your marketing strategy will enable a year-long growth strategy whilst maintaining economic, environmental, and local community sustainability for your business and destination.
Get in touch with us today to see how Audience360 can help your business plan for the future.