Multi-channel campaigns for tourism operators

16 Nov 2018     |    Ricki Hudson

Building integrated multi-channel campaigns for tourism operators

Data drives your business as a tour and activity company. You rely on this data to create your new offerings, to design social campaigns to generate buzz about your brand, and to discover where and how to boost your revenue. It’s this same data that can be used to create integrated multi-channel campaigns for tourism that drive bookings.

Here’s how you can use first-party data to create cost-effective multi-channel campaigns:

Use data to create a personalized e-mail marketing campaign

In a multi-channel e-mail marketing campaign, you can easily send a customized message to several different groups of people. Not only is e-mail marketing one of the most affordable marketing options for your tour and activity company, but it also boasts one of the highest conversion ratings. With the right data available, you can create e-mails that appeal to the unique preferences of individual demographics by instantly adjusting the content and offers that are presented in the message. Personalization is becoming more important than ever before, as travelers look to connect with the brands that they prefer on a more human level.

Analyze your data to create an effective social retargeting campaign

One of the biggest mistakes that many tour and activity brands make is that they go to great lengths to collect data from their customers, yet they never put that data to use. In order to make the most out of this treasure trove of information, you will want to use expert reporting features to analyze the data that you have available. By looking into this data and interpreting it, you can create a social retargeting campaign that brings back users who have abandoned your website. Social retargeting ads are strategically placed on the social feeds of people who have visited your website but have not yet completed their bookings. In these ads, you can offer unique promotions or discounts that may motivate them to finalize their booking with your brand.

Invest in a PPC campaign based on your data

Pay-per-click, or PPC, is a type of marketing campaign that allows you to use targeted keywords to attract a specific audience. You pay for the ad based on the number of people who click on it, so you will want to make sure that your website is optimized and ready for an influx of traffic prior to launching this campaign. It’s important to make informed decisions when designing a PPC campaign. Use the data that you have available to identify the target market segments that you want to reach, and then, choose keywords that appeal to those users.

When you implement the right technology at your tour and activity company, you will be able to instantly collect the most valuable data from your consumers, and subsequently put that information to good use. Accurate, reliable data gives you the opportunity to design effective multi-channel campaigns that don’t dip into your ability to earn revenue from those conversions.

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Image credit: Kipras Štreimikis