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.

More from #DTTT

  • In June we present:
    Creating an Inspiring Staycation Campaign with Visit Greenland – Weekly Tourism Impact Call: Week 12
    DTTT · Creating an Inspiring Staycation Campaign with Visit Greenland With the staycation set to become the new travel trend as restrictions ease, how can destinations adapt to attract the domestic market and restart tourism? This is a key question for the industry which sees the staycation as a solution. The staycation is a movement [...]
    #Staycation #recovery #COVID-19 #strategy #tourism #Visit Greenland
  • In May we present:
    What’s the appetite for Travel? with Beautiful Destinations – Weekly Tourism Impact Call: Week 11
    DTTT · What's the appetite for travel? with Beautiful Destinations Recovery is now in sight for many destinations and much is being done to improve destinations to make them safe and ready for travellers when they arrive. Whilst the focus has been on the impact to destinations for much of the pandemic, this has now [...]
    #recovery #COVID-19 #beautiful-destinations #industry #tourism #travel
  • In May we present:
    Sustainability Opportunities for Destination Recovery with Dr Cara Augustenborg – Weekly Tourism Impact Call: Week 10

    Sustainability is a key issue for the industry as it prepares for recovery. The fast-moving pandemic has been severely disrupting tourism and its impact will change the industry, academic engagement, and customer behaviour. The question many destinations are now asking is how can we be sustainable post COVID-19? We dedicate our tenth Tourism Impact call […]

    #ecotourism #recovery #COVID-19 #sustainability #industry #tourism
  • In May we present:
    Digitalisation and Sustainability solutions for recovery – Weekly Tourism Impact Call: Week 9

    As part of our efforts to react and support the industry, the #DTTT began hosting our popular Tourism Impact calls 2 months ago. Now going into the ninth consecutive week, we reflect on what has been an interesting and insightful journey so far. In many lively discussions, we’ve shared perspectives about COVID-19 impact, destination strategy […]

    #recovery #COVID-19 #sustainability #digitalisation #industry #tourism
  • In May we present:
    The Nordics COVID-19 Response

    How have the Nordic countries responded to the crisis? At the #DTTT, we have seen different approaches throughout the Nordic region and wanted to find out more. In a highly insightful interview we brought together the Tourism boards representing the capital cities of Norway, Sweden, Finland and Denmark to discuss their response to the COVID-19 […]

    #The Nordics #Response #COVID-19 #DMOs #marketing #strategy
  • In May we present:
    What travel will look like in the future with Doug Lansky – Weekly Tourism Impact Call: Week 8

    In our highly anticipated eighth Tourism Impact call, we discussed the different approaches of destinations who are at various stages of the recovery process. Recovering destinations are now looking for innovative product solutions as restrictions begin to ease and businesses start to re-open. Whilst for other destinations their recovery plans are still at the research […]

    #Doug Lansky #COVID-19 #DMOs #industry #strategy #tourism
Show more
© 2017 Digital Tourism Think Tank