Thinking Ahead with Data

Luca starts by explaining that if travellers are changing their behaviour, as a hotel, business or DMO, you need to change your strategy yourself.

When people are talking about change, they talk about how data and machine learning are set to drive the industry's next revolution. We are right now experiencing the end of 'mass market' and moving from B2C to B2B. This is a personalised approach to marketing, by leveraging the power of machine learning to analyse billions of data points from a wide variety of partners globally. This helps to identify and move travellers from dreaming to booking.

Luca starts by explaining that if travellers are changing their behaviour, as a hotel, business or DMO, you need to change your strategy yourself.

When people are talking about change, they talk about how data and machine learning are set to drive the industry's next revolution. We are right now experiencing the end of 'mass market' and moving from B2C to B2B. This is a personalised approach to marketing, by leveraging the power of machine learning to analyse billions of data points from a wide variety of partners globally. This helps to identify and move travellers from dreaming to booking.

The team at Sojern think about data with three different objectives:

  • Data for insights
  • Data for digital marketing
  • Data for analytics.

Talking about time, we can see that there are real changes in the length of time people are planning, based on the current situation. Looking at the data, you can see that, in each lockdown, the lead time to travel expands greatly, as people don't expect to travel soon and look further ahead, yet when we come out of lockdown lead time shortens as people rush to get away, wherever they can go.

It is relevant to understand this behavioural shift in how people are thinking and looking for travel experiences. Perhaps not booking can be reflected in your marketing efforts, deciding the content and engaging with travellers based on their feelings. This is how you know whether to deliver a 'dream now travel later message' or 'getaway next weekend' message.

Explaining the data journey that each of us has in our daily lives, we realise that those 500 touchpoints, which is the number of digital interactions we have on average before booking a trip, are spread across so many different channels.

Behavioural data helps us understand who is undecided, but also the same behavioural data can tell us who is ready to book. Getting real-time data into the marketing workflow is so important to getting the message right and converting those visitors who are in the market for travel.

Key Takeaways

1. When people are talking about change, they talk about how data and machine learning are set to drive the industry's next revolution.

2. Getting real-time data into the marketing workflow is so important in order to get the message right and convert visitors who are ready for travel.

3. Understand the behavioural shift in how people are thinking and looking for travel experiences and adapt your marketing effort with quick and clear messages.

Published on:
December 2020
About the contributor

Luca Romozzi

Luca Romozzi is Sojern's Commercial Director, responsible for building strategic partnerships with Destination Marketing Organisations (DMOs) in Europe and our clients in Italy, East Europe & Mediterranean.