As the world of travel continues to evolve, there are some top trends that are shaping the future of tourism. From promoting inclusive environments to offering customized itineraries, here are a few of the most exciting trends that travel marketers should keep an eye on.
Authenticity is key
Authenticity is a key factor in travel marketing. From the perspective of consumers, it’s important for brand loyalty. In addition, it can be a motivation for purchasing. However, being authentic is a challenging concept for companies to grasp. It takes time and effort to create an authentic brand.
One way to be authentic is to put your customers at the center of your marketing strategy. By doing so, you build a community of loyal fans. They’ll help you spread the word about your business and your product.
A great example of an authentic brand is luggage startup Away. This company used elegant millennial-targeting content to generate hundreds of pre-orders for the holiday season.
Another example of an authentic brand is TripAdvisor. The review site uses customer stories to reveal information from the customer’s perspective.
Authenticity is a way to stand out in a crowded market. Creating a brand that’s truly unique and personal to your audience is a powerful way to boost visibility. Consumers can tell the difference between a brand that’s based on strategic, marketing gimmicks and one that’s based on sincerity.
Hygiene is the new marketing message for hotels
Hygiene has become the new marketing message for hotels. This is because consumers are more aware of cleanliness and safety than ever.
Hotels are boosting hygiene standards and enhancing their cleaning processes. Some major hotel chains are taking this a step further with their own initiatives. These include Hilton’s CleanStay and EventReady protocols. Marriott’s ‘Commitment to Clean’ and Accor’s ALLSAFE initiative are also examples.
In a recent survey conducted by the American Hotel & Lodging Association, hygiene was the second most important factor in booking a hotel after price. A large number of travelers were satisfied with their hotels’ sanitation practices, with eight in 10 Americans increasing their handwashing habits.
Consumers are now aware of the risk of contracting a virus from a contaminated surface. Fortunately, basic hygiene measures are the most effective defence against a virus.
As a result, hotels need to find ways to communicate their cleanliness and sustainability goals to guests. A simple way to do this is by using digital signage. Another method is to promote contactless payments. Wireless technology, such as smart wristbands, makes it easy for customers to make payments.
Digital travel space will grow at an annual rate of 3.8% to reach $11.4 trillion
The digital travel space will grow at a rate of 3.8% per year, according to a report from Nielsen Research. This will result in a $11.4 trillion global market by 2027. To succeed in this highly competitive industry, brands need a multi-channel approach. They must ensure that every touchpoint is considered and the solutions they use are tailored to meet their customers’ needs.
As consumers’ expectations for digital experiences continue to rise, travel companies must adapt. Customers want more personalization and convenience from their experience, and they are more demanding about how they interact with brands. Technology can help travel businesses to achieve these goals.
Artificial intelligence (AI) will help companies improve quality and performance. AI-powered platforms can be used as virtual assistants, chatbots, and customer service tools. These tools can also be used for predictive analytics, which can help determine customer preferences and offer automated recommendations.
With mobile devices taking up more and more of consumers’ time, travel companies must invest in technology platforms. Several sites have already explored the use of AI, but many more innovations are on the horizon.
Promoting inclusive environments for travelers
One of the biggest challenges faced by today’s travel marketers is how to promote inclusion amongst the masses. While many rely on corporate training programs, a bit of creative lateral thinking could be the deciding factor between a win and a loss. The right incentives can result in a halo effect that will make employees happier and consumers more inclined to give your products a second look. Not to mention it is a good way to build your brand’s credibility and a healthy bottom line.
A well crafted campaign is the best way to go about it. While this may sound like a esoteric endeavor, it’s actually quite easy to accomplish. For instance, a company that offers a large portfolio of hotel properties can create a more robust experience for its guests. It also gives its staff the opportunity to learn more about each other and vice versa. This can be especially helpful when it comes to implementing a more flexible employee retention strategy. Similarly, a hotel that offers a variety of spa treatments can give your janitress a relaxing and rejuvenating ambiance.
VR tours can be used in the decision-making phase of the customer journey
Virtual reality (VR) technology has the potential to help cruise companies attract younger consumers. It provides a unique way to experience a ship before making a final decision. In addition, VR can help maintain a sense of collegiality in virtual meetings.
VR is an efficient and interactive digital marketing tool. However, it can be expensive and may lead to simulator sickness. A recent study suggests that VR may be more useful at the pre-purchase stage of the customer journey.
One of the most popular uses of VR is the VR tour. These tours can be used in the initial stages of the customer buying cycle, in order to provide a realistic representation of a hotel or resort. As a result, the likelihood of a visitor booking a room is higher.
Tourism businesses can also develop more immersive experiences. For example, the National Museum of Natural History in Paris has a permanent VR installation that allows visitors to explore different animal species.
Travel industry companies have been using VR for a while now. Thomas Cook Airlines, for example, decided to leverage this technology to provide their customers with a unique and personalised travel experience.
Contactless payments can be used in the decision-making phase of the customer journey
If you’re looking to enhance the customer experience, contactless payments are a great way to do it. Aside from speeding up transactions, contactless cards offer the same level of security as EMV chip cards. In addition, they reduce the risk of transmitting germs and viruses.
Contactless payment technology is quickly gaining popularity. A recent Mastercard survey found that 8 in 10 consumers are using contactless payment methods. This is a positive trend that will continue to expand.
The key to success with contactless payment is a scalable quality assurance strategy. Your organization should look for a testing platform that supports a wide variety of devices and touchpoints. Look for one that can test with real active accounts and payment instruments.
To make sure that your business is ready for contactless payments, you need to ensure that your employees are trained on how to use them. You also need to encourage your customers to adopt them. While you’re at it, you need to find out what problems you are having with earned rewards and credits.
Legacy airlines reward frequent flyers based on the price they pay
As the airline industry evolves into an allegiance of airlines and ancillary services, a more formal approach to rewards is in order. This is especially true when it comes to earning airline based points of interest. The benefits of a top notch rewards program is that you can earn miles without the need for a credit card. If you are lucky, you may even score a free flight.
To be clear, a rewards system is not all that new. In fact, the oldest surviving example of the ilk dates back to the days of the old Southwest Airlines when they were a stand-alone company. While a rewards program does have its kinks, the perks are well worth the hassle. For instance, if you are a devoted member, you can earn extra miles on flights to and from destinations as far and wide as Australia, China, Japan, Mexico and Canada. And, as a bonus, you will get to fly in first or business class, which is a nice perk in a world where seats are scarce and cost a premium.