Tourism marketing: few resources and great ideas
Sojern interviewed 300 specialists who revealed how they face the reopening by testing new alternatives with less budget
Sojern, a leading provider of digital travel marketing solutions, today released a new report titled "How Travel Marketers Are Activating Digital Advertising in 2021." Worldwide Business Research (WBR) Insights surveyed key decision makers in North America, Europe, the Middle East, Africa, and Asia-Pacific who own the marketing budget for a hotel, attraction, or tourism brand. These 300 travel marketers shared the key challenges they faced as a result of the COVID-19 pandemic, which has led them to try new solutions, innovate with new messages, and generally do more with less.
"The last 18 months have been a roller coaster ride for travel marketers dealing with the global pandemic, but one thing is clear: travel marketers are more focused than ever on expending valuable resources effectively and efficient to generate a business return, "said Noreen Henry, Chief Revenue Officer, Sojern. "In this environment, you need to be nimble, optimistic and data-driven - travel is coming back and it's a good time to participate in that recovery."
The main findings of the travel marketers surveyed are:
- 56 percent agree that the current environment is ideal for direct response campaigns. Travelers book direct due to clearer cancellation or refund policies, along with their frustrating experiences browsing online travel agency (OTA) refunds for canceled trips.
- 88 percent have increased or kept the budget for their digital advertising strategy the same since COVID-19.
- 87 percent reduced spending on branded campaigns and increased spending on performance campaigns in 2020.
- 84 percent rated machine learning and artificial intelligence as the top priority for personalization across channels.
Consumers are eager to travel, and with the increasingly widespread administration of COVID-19 vaccines, the worst-hit travel, media and entertainment industries are expected to rebound in 2021. The upward shift is already underway, with an increase in national and regional tourism, as newly vaccinated consumers exercise the option of traveling within their own borders.