Intent-Based Segmentation: Personalizing the Traveler's Journey

In the dynamic and ever-evolving travel landscape, capturing the hearts and minds of wanderlust-filled individuals requires more than just generic marketing. Enter intent-based segmentation – a data-driven strategy revolutionizing how travel companies connect with their customers and cater to their unique aspirations. Because travel abroad has some hurdles like passports valid dates, visas, and budget customers mostly plan their travel. Intent-based segmentation helps companies to reach the right customer at the right time.

Understanding the Intent-Based Segmentation

Intent-based segmentation goes beyond traditional segmentation. It delves deep into the desires and motivations of travelers, identifying their specific travel intentions based on online behaviors, search queries, and interactions with travel content. By understanding these intentions, companies can curate personalized experiences that resonate with each individual at every stage of their journey. Companies cannot rely solely on these signals because they are misleading, so they must also consider the customer's historical signals and travels.

The Data Behind the Magic: Collecting Intent Signals

The foundation of intent-based segmentation lies in data collection.

Website Analytics: We track which pages visitors explore, how long they linger, and the actions they take. This paints a picture of their interests and where they stand in the planning process.

Search Data: Analyzing search queries on our platforms reveals the destinations, activities, or amenities that ignite the imagination of potential travelers.

Email Engagement: Open rates, click-throughs, and responses to email campaigns unveil which offers and destinations captivate different segments.

Social Media Whispers: Monitoring conversations and engagements on social platforms allows us to discern travel aspirations, preferences, and pain points.

Surveys and Feedback: Directly engaging with potential travelers through surveys and feedback forms provides invaluable insights into their plans, preferences, and budgets.

Empowering Marketing Channels with Intent Data

Intent data isn't just information; it's the fuel that propels personalized marketing across channels:

Email Marketing: We send targeted campaigns with personalized offers and recommendations based on a traveler's intent. Imagine a user who frequently searches for "luxury hotels in Bali" receiving an email showcasing exclusive deals for high-end Balinese resorts.

Paid Advertising: By refining targeting parameters for ads on platforms like Google and social media using intent data, we ensure our messages reach those most likely to convert.

Website Personalization: Our websites dynamically adjust content, offers, and calls-to-action based on a visitor's intent. If a user is seeking family-friendly activities, we'll highlight kid-friendly destinations and attractions.

Social Media Engagement: We tailor our social media posts and interactions to specific segments based on their expressed interests, sharing content that aligns with their travel goals.

Diverse Travelers, Diverse Intentions: Segment Examples

Dreamers:

Characteristics: These individuals are in the early stages of travel planning, often browsing destinations, reading travel blogs, or seeking inspiration. They may not have a specific destination or date in mind yet.

Intent Signals:

• Frequent visits to destination guides and travel blogs
• High engagement with aspirational travel content on social media
• Searches for "best places to travel" or "top vacation destinations"
• Use of wishlist or "save for later" features on travel websites

Planners:

Characteristics: These travelers have a destination (or a few) in mind and are actively researching flights, accommodations, and activities. They're comparing options, reading reviews, and gathering information to make informed decisions.

Intent Signals:

• Searches for specific destinations, airlines, or hotels
• Engagement with comparison tools and review sites
• Use of trip planning tools or itineraries
• Subscription to deal alerts or newsletters for specific destinations

Bookers:

Characteristics: These individuals are ready to make a purchase and are looking for the best deals and convenient booking options. They may be price-sensitive and seeking last-minute deals or packages.

Intent Signals:

• Frequent visits to booking pages or checkout processes
• Engagement with promotional emails or ads offering discounts
• Searches for "last-minute deals" or "package deals"
• Abandonment of shopping carts (indicating potential hesitancy)

Travelers:

Characteristics: These individuals are currently on their trip and may need access to in-destination services, real-time updates, or support. They may also be looking for recommendations or activities to enhance their experience.

Intent Signals:

• Use of mobile apps for travel information and bookings
• Engagement with location-based services or recommendations
• Searches for local attractions, restaurants, or events
• Requests for customer support or assistance during their trip

Reviewers:

Characteristics: These travelers have recently returned from a trip and are likely to share their experiences through reviews, social media posts, or other channels.

Intent Signals:

• Engagement with review platforms or social media groups
• Posting photos or videos of their trip
• Responding to surveys or feedback requests from travel companies

In Conclusion

Intent-based segmentation is the compass guiding travelers toward their dream destinations and experiences. By understanding and catering to the specific intentions of each individual, travel companies can forge lasting connections, drive loyalty, and propel their businesses to new heights.

P.S. What companies need to make this happen is the subject of another article called "Transformation Capabilities to Invest".