ProColombia and Amadeus support recovery with data and targeted marketing
"We continue working on a targeted, segmented and intelligent promotion, through digital tools and based on the reactivation and growth of international tourism" said Flavia Santoro, President of ProColombia
All tourist destinations are eager to once again attract as many visitors as possible, and in a way there is now much greater competition for consumers, which takes into account both factors unrelated to the COVID-19 pandemic - as well as our own. tourist offer- such as the sanitary conditions of each place. Therefore, a well-founded strategy is essential to attract visitors, wherever they are.
The current pandemic further strengthened the alliance between Amadeus and ProColombia. The alliance, started in 2017 with the use of Amadeus Big Data solutions to obtain effective search and reservation information from foreign travelers to Colombia, was expanded in 2019 with the inclusion of targeted digital advertising through Travel Audience, a company of Amadeus for the traveler niche that the development agency considered essential for the growth of Colombian tourism.
Today, the Travel Audience solution offers comprehensive data-driven advertising. Using proprietary advertising technology combined with commercially available technology, Travel Audience manages online advertising campaigns for Destinations, enabling them to match available travel offers with current online traveler interests in real time.
Travel Audience represents for ProColombia a high-quality advertising network of online travel publishers, from leading metasearch sites to online travel agencies.
In an environment where all travelers are important, Amadeus Travel Audience and ProColombia are actively working to promote the country's destinations in Europe, both to travelers directly and to travel agencies looking to sell packages. A marketing campaign carried out in Germany, Spain, France, Italy and the United Kingdom in early 2020 resulted in more than 46,000 passengers booked to Colombian destinations.
"La publicidad digital le permite a ProColombia conectarse con los viajeros en línea de manera dirigida y promueve el interés y el crecimiento de los viajeros internacionales por el país. A través de la tecnología que utiliza esta solución, se asegura que el consumidor reciba una oferta altamente dirigida en función de sus búsquedas y preferencias de viaje", dijo Juan Francisco Muñoz, Country Manager de Amadeus en Colombia.
Direct ads to travelers are served on major travel booking sites or search engines. Offers for agents are made through Amadeus Selling Platform Connect, Amadeus' booking platform for consultants around the world. This allows ProColombia to optimize campaign budgets by monitoring performance in real time. This translates into greater profitability and control of channel attribution.
“With our strategic alliance with Amadeus, we continue to work on a targeted, segmented and intelligent promotion, through digital tools and based on the reactivation and growth of international tourism to Colombia. Accessing this information has allowed us to identify, based on our offer in experiences and destinations, the interest of travelers to visit us ”, said Flavia Santoro, president of ProColombia.
With increased competition between destinations due to restrictions caused by COVID-19, ProColombia aims to expand and evolve Amadeus technology to support the recovery of the sector in the country and increase foreign travelers to their local destinations.