Supercharge Your Media and Digital Campaigns This Holiday and Winter Travel Season.
ICX Media, Inc.
We are an intelligence, data science, and precision-based audience activation partner helping brands stand out.
With this year’s holiday shopping season capturing so much of the news of late, largely thanks to soaring prices, ongoing supply chain issues and fluctuating consumer confidence, another big season is gearing up that marketers will want to capitalize on—and soon. Namely, holiday and winter travel.
Despite the headaches and friction many travelers experienced last summer, where passenger traffic was at about 90% of pre-pandemic levels, U.S. airport officials and analysts are predicting that the 2022 Thanksgiving holiday through New Year’s will meet or exceed levels not seen since 2019. And that trend is only likely to continue through early 2023, as work-from-home flexibility and the demand for warmer climes ramp up in the colder months ahead.
But the time to entice travelers with sunny destination deals and early holiday offers is now. With fares up 43% over last year, passengers are already looking to book early and lock in the best rates. With so many potential travelers' inboxes, smartphones, news and social feeds constantly flooded with content and promotions, how can travel brands move the needle?
Below are three ways hospitality, travel and tourism companies can cut through the clutter this holiday season and truly connect with consumers for that much needed winter retreat.
Leverage behavioral data to find clues.
With so much available data these days, it can be difficult for marketers to filter through and glean the insights hidden within. Tapping into behavioral data can offer brands a way to break through the noise and serve up the right offer and content to the right audiences. For example, understanding what content potential travelers are engaging with, along with sentiment and context, can provide the right clues to reach and convert new customers, and layering that with certain demographic data can further enhance targeting efforts.
Match intent with affinity.
Like behavorial data, leveraging consumer intent can be a powerful way to reach new audiences with offers and content that can feel tailor-made and highly personalized. Leveraging consumer preferences, such as shows, content, products, locations and even people or celebrities can prove to be a powerful method to infer where and when consumers would be more likely to splurge on a holiday or winter vacation—whether that’s a Norwegian adventure to see the Northern Lights or a closer-to-home resort stay on the Gulf Coast.
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Augment your first-party data with audience insights.
There has never been more access to first-party data, and most brands are sitting on a trove of customer data that powers their engagement and retention efforts. And many brands—from retail to travel—are monetizing their own first-party data through expansive proprietary media networks. Savvy marketers who are augmenting their own—or others’—first-party data by layering in rich audience insights are reaping the benefits of higher activation engagement and increased conversions with their targeted audiences.
Ultimately, the itch to travel, whether it’s this holiday or winter season or not, is growing stronger and more possible in our new realities. Travel brands can relieve that itch through more compelling content that meets their customers in their preferred channels, supercharged with more relevant, contextual data.
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