Travel Trends And Takeaways – September 2018

From the Thought Leadership Team at USDM Digital®

WHAT’S TRENDING… AND OUR TAKE ON IT                

TRAVEL INDUSTRY DIGITAL TRENDS

Trend:  48 percent of U.S. Smartphone users are comfortable researching, booking, and planning their entire trip to a destination using only a mobile device. – Google Consumer Insights

USDM Digital® Take-Away:  Make sure ALL your digital content, outreach, search, social, local, engagement, booking, and fulfillment is fast and efficient on mobile devices.  People are searching and expecting results anytime and anywhere they are, and they expect you to deliver.  Need to assess or improve your current mobile accessibility, contact us at inquire@usdmdigital.com

Trend:  Over 70% of U.S. travelers agree that they “always” use their smartphones when traveling, up from 41% in 2015. Travelers most frequently use their mobile devices to research activities or attractions, to locate shopping areas and restaurants, or to look up directions.  — Google Consumer Insights

USDM Digital® Take-Away:  Does your search engine marketing include targeted mobile search and intercept marketing?  It should.  Consider listing your location on Google Maps or purchasing mobile search results for your most sought for terms with the addition of “near me” or “deals” or “today” — all popular and effective searches made by travelers in market.  USDM Digital® can provide consultation and strategies for improving your mobile search results.

Trend:  Loyalty programs are not even one of the top three considerations when choosing which brand to book travel with. Customer service is the clear priority (60%), followed by an easy-to-use website (55%) and online reviews (50%).6 Loyalty programs come in fourth, motivating less than half of the high-value travelers (46%). — Google/Greenberg, U.S., High-Value Traveler Research

USDM Digital® Take-Away:  You don’t have to rely on perks and special discounts to engage repeat customers.  You just must make their interaction with your brand fast, useful, personalized, and satisfying.  Want help? We are customer engagement experts.

TRAVEL INDUSTRY MEDIA TRENDS

Trend:  Personal email usage increased by 17% since last year, according to new research by Adobe.  According to the study, office workers spend 2.5 hours per day with their personal email, most of which takes place in the morning before they get to the office.  A large 90% of consumers said they check their personal email during working hours, with 9% who said they do so constantly. Also, 85% said they check their personal email before getting to work, and more than a quarter do so from the bed as soon as they wake up.  — Adobe

USDM Digital® Take-Away:  Content, context, personalization, engagement, and timing are just a few of the important considerations to successful email marketing.  Building customer profiles in your database and post-click analytics add to data-driven marketing effectiveness.  For help, contact us at  inquire@usdmdigital.com

Trend:  Two hundred sixty-six billion dollars. That’s how much advertisers around the world are expected to spend on digital advertising this year.  And in just three short years from now, that amount is forecast to reach $376 billion—a 41% increase. — eMarketer.com

USDM Digital® Take-Away:  What percentage of your current advertising and marketing budget is allotted to digital versus traditional media?  If it is less than 50 percent, you may be missing out on opportunities, new customers, revenue, and a better return on your investment.  Find out how your marketing budget is performing.  Contact us at  inquire@usdmdigital.com and ask about our Digital Gap Analysis®, an eye-opening examination of your digital marketing’s strengths, weaknesses, threats, and opportunities.

Trend:  The increasing adoption of Artificial Intelligence to digital marketing and media will drive tremendous growth through automation and intelligence that increase efficiencies in media buying, contextual, personalized targeting, and response measurement. — CMO.com 

USDM Digital® Take-Away:  You don’t have to own a dam and a power plant to have electricity and you don’t have to own a supercomputer to gain the benefits of artificial intelligence.  Don’t let cost (that may not be necessary) cause you to delay.  USDM Digital® can assist you in finding affordable solutions for smart data analytics for customer segmentation and targeting, campaign analytics, media buying, and more.

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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 

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