September 29, 2020
We’ve always been big believers in the power of creativity and insights. As the travel landscape continuously evolves amid the coronavirus pandemic, today more than ever, it’s critical to align campaign messaging and creative execution with traveler preferences, priorities and attitudes to engage more effectively.
Our recent Traveler Sentiment Study conducted by research experts dscout, sheds light on what is driving decisions for today’s leisure travel shoppers. We’re sharing our findings via webinars and virtual events, and a series of blog posts. Our previous blog posts covered overarching trends, accommodation preferences and transportation and destination preferences, which have all evolved over recent months. Along with shifting trip preferences, travelers are also looking for different types of information from travel brands – both to inspire and reassure them
Engaging with today’s travelers
As travel restrictions around the world continue to fluctuate and travel shoppers evaluate future travel decisions, three themes rise to the top: hygiene, activities and deals.
According to our dscout research, 9 in 10 travelers want to see information on health, hygiene and cleanliness to help inform their leisure travel considerations. Above all else, travelers want to be reassured that it is safe to travel, and they’re looking to travel brands and other resources for relevant information.
But health and hygiene aren’t the only things on travelers’ minds: 73% want to see information on attractions and activities that are open for business and 70% are interested in special deals and offers. The ability for travel brands to convey this information and other important details to travelers clearly and effectively is paramount. Knowing how best to communicate with, engage and reassure travel shoppers during times of adversity is a challenge many marketers are facing today.
Based on what we’re seeing in our data and where our advertising partners are having success, we recommend focusing on three main areas: transparency, cleanliness, and deals.
Transparency in hospitality
As our research confirmed, travelers want to know what measures are being taken for cleaning, safety, and social distancing. There are a variety of ways to communicate this through messaging and visuals. Crowne Plaza in Denver used TravelAds Sponsored Listings to deliver a customized message, showcasing their approach to hospitality, health, and safety with clear messaging to reassure travelers and address potential concerns.
Convenience and cleanliness
The Park Central in San Francisco wanted to highlight their approach to health and hygiene, as well as the property’s proximity to local attractions, another key traveler consideration. In our dscout study, 78% of travelers said proximity to activities and experiences of interest will inform their accommodation decisions for future leisure trips.
The Park Central delivered a customized message using TravelAds, highlighting the property’s convenient downtown location and cleaning standards.
Driving demand with deals
Given the impacts of COVID-19, Hyatt Regency Chicago knew that traveler demand would be low or limited for the foreseeable future and competition for bookings would be high. They worked with our team to develop a TravelAds campaign to help differentiate them from other hotels in Chicago, using customized copy to highlight their competitive rates and limited-time amenity offer for free valet parking – a high-value offer in the city.
With domestic car travel as the first type of travel to bounce back, and more than 50% of downtown Chicago bookings made within two days of arrival, the campaign strategically targeted drive markets and offered free valet parking during the last-minute booking window to further incentivize potential guests.
Using TravelAds custom messaging capabilities and sophisticated targeting, Hyatt Regency Chicago successfully drove bookings while overall demand was low. While the campaign was active, more than 70% of their room nights came via TravelAds.
Tailor-made advertising solutions
As you may have noticed, all of the above-mentioned campaigns used TravelAds to accomplish their goals. The TravelAds cost-per-click model is an efficient way for hotels to connect with travelers looking to book because the sponsored results show up on the search results page. Also, when you use TravelAds, you get to take advantage of flexible ad copy and custom imagery to help showcase the information that is most important to travelers today.
In the current state of travel, health and cleanliness details and other pertinent information that can help instill confidence and reassure travelers will inform their trip decisions – from where they go, to where they stay and how they get there. Travel advertisers should consider marketing messages and content that explicitly outlines the information travelers are seeking, and strategically target potential visitors based on current travel trends.
Learn more about how you can generate increased exposure for your property, connect with the right traveler, and drive more revenue using TravelAds by downloading our TravelAds Sponsored Listings Essentials Guide.
