The travel industry is facing an uphill battle. It’s become much more challenging to grow revenue as more and more companies and players jump into the game. With a saturated market, information overload, and increased competition, how can you stay competitive and profitable? With marketing automation for the travel industry.
Marketing Automation is a system that creates a dial tone between your marketing and sales efforts. It is a must for every business in this economy, where you have to fight to capture a limited audience.
In the Travel Industry, however, it’s more than just an option. It’s a necessity. Because your audience isn’t just limited by the economy, it’s limited by your customers’ discretionary funds. That means, when the economy is down, your share of the audience is down. There are several ways to address this competition.
Key Use Cases for Marketing Automation for Travel Industry
Before heading towards ways to manage travel marketing and sales, let’s look at some of the key uses of marketing automation for the travel industry. Shall we?
1. Boosting revenue in a difficult economy
Lost revenue is one of the most significant challenges facing the travel industry today.
“The industry worldwide lost around $935 billion in revenue within mere ten months of 2020 alone, owing to the pandemic effects. Thus, it is a massive downturn for the travel industry.”
That is to say, businesses in this industry should now dedicate even more time and resources to revenue-generating marketing, gluing on marketing automation at the core.
Revenue-generating marketing should be taken into consideration at each stage of the customer’s purchase cycle. From the initial interest towards the purchase. With past and present customers. There are so many factors to consider and so many campaigns to carry out.
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Fortunately, marketing automation for the travel industry can make this a much simpler process.
Marketers can set up email automation and website automation to run in the background while concentrating on their key strategy and business strengthening activities.
For example, they may use targeted, personalized content, promotions, and up-sell/cross-sell campaigns to present the offers that customers are most likely to buy, ultimately increasing sales.
2. Keeping a tab of the booking process
Keep a tab of the booking process, review it periodically. Can you navigate easily? Do too many customers leave with no purchase? Integrating a smooth booking process is essential for travel businesses that suffer from some of the highest cart drop-out rates in any industry.
“According to Salecycle, the travel industry has the highest cart abandonment rates of 81.31%, besides the airline industry.”
So you need an automation tool that monitors the performance of your website. Tools such as Aritic PinPoint help you monitor users’ experience visiting your websites and using your app.
Automation tools help you figure out precisely-
- What went wrong
- Why users are leaving without buying
Thus, it enables you to be more proactive when trying to resolve the problem.
3. Remarketing throughout the consideration phase
While brands spend a lot of money on marketing, travelers still book with the first airline that comes to mind when they begin their search. The brand presence, you know! It indicates that you must keep reminding your customers that you exist by building your brand presence throughout their consideration process before they book a flight or a tour package, or any other service.
Leveraging the power of remarketing is the best way to keep your brand at the forefront of travel planners. You can customize your target prospects’ actual content to show them the exact product they were watching for maximum relevance. Remarketing plus automation allows you to push the products and services your customers are looking for specifically.
Interesting Read: What Does It Really Mean: Account-Based Marketing (ABM)
For example, perhaps they started booking a hotel room or browsed for the flights and stopped halfway. As a travel marketer, this is a unique trail that you can trace and reach based on this using remarketing, mainly because you know what they need.
Ways to Manage your Travel Marketing & Sales
As promised, now here it is- ways to manage your travel marketing and sales. Of course, marketing automation for the travel industry plays an important role here.
1. Employ Customer Segmentation
Customer segmentation is undoubtedly a vital way to manage your travel marketing and sales. Segmentation allows you to group your customers into lists based on specific criteria like age, interests, location, income, and more. It is a sound way to manage and organize your travel agency’s relationship with your potential customers.
Such segmentation types will help you organize your contacts interested in booking via your travel agent or website. You can also track travelers interested in the packages and plans you offer while keeping a tab on other information or data that can be used to segment your contacts.
2. Deal Pipeline
Marketing automation for the travel industry enables you to manage your travel company’s customer pipeline and deals. A deal pipeline will help you identify barriers (if any) in your sales process and will also enable you to approximate and forecast revenues you may generate over a period.
Interesting Read: MasterGuide to an Email Subscriber Lifecycle
A deal pipeline will also give your sales team a complete overview of where a potential customer is heading as far as the point of closing (POC) is concerned.
Through such automation features, you can easily track travelers that show genuine interest in your services and thus create personalized offers for customers in specific pipelines and assign deal owners.
3. Find a travel niche market
One way to be a thriving travel business is to discover a niche market and set up your business in that niche. However, there is no need for the niche to be complicated or scarce, but the more distinctive it is, the better. Niche travel means you’re selling something that nobody else is selling, and your product is kind of unique.
4. Focused Sales Drip
Marketing automation for the travel industry can do wonders- you can easily target and get in touch with potential customers interested in buying from your service. Then, as you figure out a contact showing buying symptoms and interest in your travel services, you can add them to your email drip campaign to send focused emails.
Ready to embrace marketing automation?
If you are a travel industry company and face a loss of revenue or looking to increase customer engagement, or simply want to regain those valuable past customers. Then it’s probably the right time to embrace marketing automation for the travel industry. We can assist you.
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