Business travellers

Opinions: 

Travel Tech

It is no secret that consumers are expecting a lot from tourism businesses in social, mobile, content and experiences. However, very often these expectations might be difficult to meet and certainly in comparison to other industries, the tourism industry is lacking behind in digital. It is therefore interesting to see whether campaigns in general are actually meeting consumer expectations. There is an imminent gap between marketers’ understanding of various messaging channels and consumers’ ideas. This gap needs to be overcome in order to ensure that campaigns can be most efficient. However, this gap might actually lead back to the fact that consumer expectations are completely misaligned (eMarketer 2013).

MOST EFFICIENT CHANNELS

When it comes to marketer’s campaigns 25% of consumers make their purchase decisions based on messages delivered via email. In comparison to that, only 16% of consumers find a personalised web experience as a valuable marketing channel. This is very interesting, as it demonstrates the need for personalisation with regards to responding to consumer expectations. Only 6% of consumers think mobile ads are useful and 5% think mobile apps are helpful.

Marketers are often not very realistic about the value of marketing channels, as 87% of marketers think personalised web experience is most important, followed by 82% emails, and 42% Facebook and Twitter. This illustrates the fact that marketers often have an unrealistic view of which marketing channels are most valuable which can be dangerous, as opportunities might not be taken advantage of and marketing channels might be used that consumers actually do not see as important and valuable.

EMAIL

Consumers have a very positive perception of emails as a marketing channel. Emails seem to enable businesses to deliver relevant marketing messages to consumers. One in three consumers expect email messages to be accurate and over one quarter consider it memorable. Even though marketers consider personalised web experiences as very important, most consumers actually consider emails more memorable than personalised web experiences. This is certainly something that is a bit of a surprise and showcases again that there is a discrepancy between what marketers consider as most important and useful marketing channels and the reality of consumers, their expectations and what they consider most useful, accurate and memorable.

LESSONS FOR MARKETERS

Marketers really need to ensure that campaigns meet consumer expectations and decisions with regards to marketing campaigns are made on the basis of actual consumer preferences. This is absolutely crucial! Assumptions should not be made by marketers to what marketing channels are the most useful and relevant ones. By following this approach, marketers can be more efficient and campaigns can really meet customer expectations.

Discussion

comments powered by Disqus

More from #DTTT

  • In June we present:
    Live: #DTTTCampus

    #DTTTCampus is here again and we are live from the ground in Oslo, Norway. We are so excited to be welcoming a range of speakers from around the world, from DMOs to travel film directors and industry content powerhouses. We are all set up in the newly transformed Høymagasinet and ready to get started! Stay […]

  • In May we present:
    Meet…Heili Klandorf-Järvsoo from Estonia Tourist Board

    Heili Klandorf-Järvsoo is the Head of Tourism Marketing at Visit Estonia, and she will be joining us at #DTTTCampus alongside a panel of other DMOs to share insights on the in’s and out’s of Visit Estonia’s ‘Storytellers Nest’.

  • In May we present:
    Meet…Kevin Wright from Travel Oregon

    In a world of always-on content, information overload and the ever-changing digital consumer, how do you stand out from the competition and most importantly, reach your audience? Kevin Wright, Vice President of Global Marketing for Travel Oregon will be joining us at #DTTTCampus in June to talk about Reflecting on the Role of Content to […]

  • designing signature experiences
    In May we present:
    Meet…Gloria Loree from Destination Canada

    We caught up with Gloria from Destination Canada ahead of #DTTTCampus to get a sneak peek into what we can expect from her talk on Designing Signature Experiences to Build Brand and Narrative.

    #brand experiences #destination canada #brand narrative #brand stories
  • In May we present:
    Meet…Daniel Bury VR Filmmaker

    Daniel Bury is one of the youngest & most up and coming creators in the world of VR film-making, travelling the world to create immersive experiences through unique 360 and VR storytelling.

    #VR experiences #virtual reality experiences #daniel bury #filmmaker #dtttcampus #virtual reality #Vr
  • In May we present:
    5 Reasons Why to Visit #DTTTCampus 2019

    In short, #DTTTCampus is a full exploration into the destination experience, with valuable insights on navigating the digital landscape and the ever-changing consumer behaviour of travellers today.

    #dttt campus #keynote speakers #workshops #destination experience #oslo #destination marketing #Visit Oslo
Show more
-->
© 2017 Digital Tourism Think Tank

Digital Tourism Think Tank logo imge