In the hectic tourism market, it is crucial to reach the right travelers at the perfect time with the right offers. Every vacationer has individual preferences for their well-deserved break. Travel providers that use broad-based advertising risk high wastage. Instead, it is more efficient to target those who are currently planning their vacation and are interested in the destinations on offer. Fortunately, programmatic advertising can do just that. So it’s probably time to enhance your tourism marketing mix.
How can programmatic help with tourism marketing?
There are many targeting options. You can define your target group in terms of gender, age, socio-economic status and interests. These interests can also include luxury or budget travel, as well as types of travel and location. You can also use retargeting to address users again!
This allows you to address your desired target group precisely. This not only refers to demographic characteristics but is even more precise. You can broadcast your ad in certain locations as well as at certain times. This makes it possible to further minimize wastage. After all, adults, for example, are rarely on the Internet in the morning.
In short, programmatic is a good fit to minimize wastage and to address your target group precisely. It is also inexpensive and enables travel providers with a lower budget to achieve a good reach.
Increased reach and scalability:
Programmatic advertising can be used in a variety of ways, not only across desktop and mobile, but also internationally on platforms such as social media, podcasts, music platforms and even cinema. This versatility significantly increases reach. In addition, an effective retargeting strategy allows you to retarget users who have already shown interest, further improving conversion rates.
Flexibility and adaptability:
Programmatic advertising offers exceptional flexibility. Campaigns can be quickly adapted to respond to seasonal changes or new trends. It is easy to adjust the budget accordingly and change targeting options such as keywords, whitelists, geo-targeting and target groups. This adaptability makes it possible to react quickly to market changes and always achieve optimal results.
Challenges and solutions in and outside of the walled gardens
Programmatic also does not “steal” users from strategies that are already running. This is because the strategies are not only located in the walled gardens but go beyond it. We also target specific users and are therefore not only represented on certain websites, as is usual with a whitelist strategy. However, when properly combined, search, social and programmatic strategies offer ideal marketing mixes. Especially with all the new inventory from digital-out-of-home to prime video content to streaming services, podcasts, digital radio and CTV. It also gives an edge to strategies in terms of marketing events while amplifying channel diversity.
“How can I even guarantee an appropriate price-performance ratio?”
Programmatic data is used to optimize campaigns. A capable campaign team has monitoring in its blood and understands why performance fluctuates. Whatever the problem is, it will be adjusted all the way down to page level. This could be a targeting strategy, for example, which is then modified.
Optimizing results with sales performance and even CRM and yield management
Some of our tools allow to implement CRM data directly from a vendor’s sales dashboard or even their yield management system. This allows to optimize campaigns according to real-time sales needs, pushing when reservations are in want and relaxing pressure when the horizon is bluer.
A bit like a vacation, after all.
