Travel marketers must focus on the new customer-first experience

As travel conditions continue to change, effective marketers will keep a pulse on people in order to stay ahead of the curve. By creating flexible marketing plans that are designed to accommodate change, focus on traveler intent and create compassionate, clear communication, marketers can design strategies that entice travelers to book both now and in the future.

In the travel industry, customer trends are always in flux. From eco resorts to adventure travel, wants and needs continually shift. However, the COVID-19 pandemic has taken “in flux” to a whole new level. During the past year traveler habits, needs, expectations and spending have all changed dramatically.

Unfortunately for travel marketers, the number of changes makes it impossible to plan solid marketing strategies based on historical behavior.

However, there are still some solid takeaways that marketers can use as jumping off points for 2022 plans. In today’s travel market, health and safety are still paramount and travelers feel most comfortable closer to home. Domestic travel is recovering the fastest and road trips are popular.

While this gives travel marketers some direction, what else does a customer want in a travel experience? Truly understanding customer wants and needs requires a people-centric approach that adapts to ever-changing market conditions and customer needs. For example, some airlines are wooing long-haul travelers with extras like COVID-19 test kits, allowing travelers to receive results in less than 45 minutes. By creating a new customer-first experience, marketers can entice consumers to travel and offer a safe, exemplary experience from booking to stay to a return visit. Here are three ways to build a customer-first experience.

Create flexible marketing plans

If 2020 taught marketers anything it’s that flexibility is key. While it’s important to create long-term strategies, it’s equally important to stay abreast of current market conditions and adapt accordingly. For example, COVID safety protocols are here to stay, so travel brands must continue to tout safety and cleanliness standards for the long haul. In addition, travelers will continue to expect flexible booking options, so cancellation and refund policies will be critical well into the future.

In the short-term, marketers must continue to adjust campaigns based on booking windows and traveler distance. Our team of data scientists found that in 2020 booking windows shrunk because travelers were hesitant to plan too far out. Those booking windows extended in early 2021 as economies reopened and restrictions loosened. However, our data shows that as cases increase booking windows get shorter and travelers gravitate towards last-minute options that are closer to home.

In addition, as markets open up, demand will shift quickly. For example, reopening the land border between the U.S. and Canada spiked U.S. hotel searches by Canadian travelers by 74.5% compared to the prior week. By tracking cases, travel restrictions and changes, marketers can adapt short-term strategies that capture bookings from last-minute, local travelers.

Focus on traveler intent

Uncovering and understanding traveler intent is key for marketers to anticipate the needs and reason for travel. Increased vaccination rates indicate higher overall travel rates, while an increase or decrease in caseloads can determine whether a traveler chooses a road trip versus airline travel. Regardless, travel brands must meet travelers where they are and look for new opportunities to meet needs. Comfort levels will vary, so while some customers are ready to eat in a restaurant, others may want contactless room service.

Marriott made rooms available to frontline doctors while other hotels offered quarantine packages. If restrictions prevent the spa from opening, offer in-room self-care kits. By incorporating intent into the end-to-end experience, brands can find small ways to enhance the journey and build loyalty along the way.

Now more than ever, business travelers want a different experience than those traveling for leisure, and travelers are more deal conscious than ever. For example, 58% of travelers say they are willing to try a new airline if the value is there. In addition, younger travelers are taking full advantage of working from home so they can travel more, blending business and leisure trips. Not only does this trend require any destination to have reliable, fast Wi-Fi, hotels may benefit by offering deals for extended stays. Learning the underlying reasons for travel will enable brands to exceed expectations every time.

Create compassionate, clear communication

A recent report revealed that travelers use a variety of touch points that offer advice, including search, a company website and other external touch points. This means marketers must keep potential travelers abreast of changes in the travel experience, no matter how small. Direct communication with travelers is key to creating comfort, and by considering this type of communication an opportunity, marketers can remove the guesswork from the travel experience to give travelers peace of mind every step of the way.

First and foremost, brands must keep an up-to-date crisis plan. Regulations are changing every day, so it’s important to be clear about current travel guidelines as well as company policies. A recent report found that 56% of respondents agree that travel is ripe for direct-response campaigns - and that’s because travelers were frustrated with their refund and cancellation experiences with online travel agencies. Brands have the opportunity to offer clear flexibility to postpone or cancel to spur direct bookings. Regardless of the message, compassion is key. Brands must take an empathetic approach and work to offer customers the extra bit of reassurance they need.

As travel conditions continue to change, effective marketers will keep a pulse on people in order to stay ahead of the curve. By creating flexible marketing plans that are designed to accommodate change, focus on traveler intent and create compassionate, clear communication, marketers can design strategies that entice travelers to book both now and in the future.