Digital Travel Trends and Takeaways – June 2018

From the Thought Leadership Team at USDM Digital®

WHAT’S TRENDING… AND OUR TAKE ON IT

TREND: More consumers are using smartphones to explore destinations and products. Mobile accounts for 37% of travelers shopping for flights and 43% for accommodations. However, only 25% of those surveyed said they book accommodations on their smartphones, while only 18% said they book airline tickets on their smartphones. (Source: Phocuswire)

         USDM Take-Away:  Consumer convenience and control drives mobile search and discovery, mandating a “mobile first” marketing strategy.  Combining social content and images boosts mobile engagement and response.  For assistance in implementing your “mobile first” strategy, contact us at Inquire@usdmdigital.com.  Ask about USDM Digital’s proprietary Digital Strategy Playbook® — a data-and-insight-driven, integrated digital marketing plan of strategy and tactics that your staff can execute independently or in collaboration with USDM Digital® and other agencies.

TRENDS:

Social media’s role in the travel journey can’t be ignored. Fifty-five percent of people like social media pages related to trips they are planning. (Source: Webpage FX)

Seventy-eight percent of travelers said informative content from destinations or travel brands can influence their decision-making process, and 46% said ads with informative content can be influential. (Source: Expedia)

Different travelers prefer different channels. Understanding demographic differences is key to acquiring the customers you seek.  – The Travel Marketer’s Guide to the U.S. Digital Travel Landscape by Phocuswright, Inc.

62.0% of marketing professionals in North America said improving audience segmentation to support more precise communications was a top priority for campaign management.  (Source:  The DMA/Winterberry Group study)

Fifty percent of travel and hospitality companies today are gathering and using real-time data, but just 18% of executives at travel and hospitality brands said they believe their company is a digitally mature organization. (Source: Adobe)

            USDM Take-Away:  Small but savvy travel and tourism marketers, constrained by tight budgets, outsource to qualified digital marketing partners to supply the critical analytics to their collected data and provide audience segmentation that then drives strategies for customer journey mapping, predictive scoring, consumer engagement, personalization, and identifying new markets.  Outsourcing this to a proven digital strategist saves (and generates) tens of thousands of dollars for travel markets.

ABOUT USDM DIGITAL®

Public and private sector brands trust USDM Digital® to provide current and future insights, develop digital strategy for business, execute digital marketing and advertising, improve customer engagement, and deliver performance that measurably IMPACTS their business.  Visit us at www.usdmdigital.com

Digital Gap Analysis® is a registered trademark of USDM Holdings, Inc. (Texas Corporation)

Digital Strategy Playbook® is a registered trademark of UNIVERSAL STANDARDS FOR DIGITAL MARKETING, LLC (TEXAS LIMITED LIABILITY COMPANY)

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