Personalisation

Opinions: 

Travel Tech

Personaliation is one of the key priorities by many marketers in 2013 which is a very positive step that aims to make consumer experiences on websites and social media channels increasingly personal and more fit for purpose. 52% of marketers actually state that personalisation is key to their overall digital strategy, indicating the overall importance. For many organisations, it is difficult to start with personalisation and many tourism organisations also fail to take advantage of consumer histories on their websites to tailor content that is shown to consumers. Marketers should approach personalisation with a long term view in mind, rather than short term fixes (iMedia Connection 2013).

PERSONALISATION STRATEGY

A personalisation strategy is the first step when it comes to approaching personalisation as a tourism organisations. Thinking about the range of segments where tailored messages could and should be created is a first step towards a strategic approach of tackling personalisation. Monitoring and looking at the browser history of consumers moving around the web can be extremely useful, as it can facilitate marketers to create a richer personalised experience. Big amounts of data are available to any organisation, so use the data, study it carefully and segment different consumer segments to their purchasing behaviour or overall brand interactions. A different messaging is needed, as these segments are very different with regards to their overall behaviour and purchase history.

CAMPAIGN STRATEGIES

A visit to an tourism organisation’s website is already an indication that there was already particular interest in the brand or destination. However, either the interest was not met, or the visit did not result in a purchase. However, this initial exposure of content to the user is very positive. Now, more compelling storylines and also campaign strategies are needed to either further engage consumers through presenting a follow up storyline or develop a campaign strategy that might convince consumers that the brand or destination is a fit for their needs and expectations.

EXPERIMENT

Whenever advertising is used to create a more personal experience on the web, marketers need to consider that consumers might be exposed to similar or the same messaging online frequently. Therefore, marketers need to keep it fresh and change the messaging in a creative way in order to tell the story through ads which will certainly be embraced by consumers and keep them more engaged with the brand.

Another very important factor to consider is that a personalisation strategy will not be perfect over night. Marketers need to work on their personalisation strategy, experiment and discover what works and what does not to deliver the best personal experience the organisation can for consumers.

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