The ups and downs of infection rates and lockdown measures, along with slashed budgets and reduced staff have created unprecedented challenges for those working in travel marketing. How exactly do you keep your brand top of mind without being reckless in the face of the pandemic? Travel marketers are narrowing their focus by targeting consumers who are interested in traveling now with extremely specific content.
Here are two ways travel marketers are making that possible.
1. Focus on the flexibility of digital. Travel marketers are accelerating their shift to digital because of the captive audience that it has, and the tailored content that it allows marketers to provide that audience. Digital marketing can also be pivoted relatively quicker than other media channels, which proved beneficial when the pandemic hit last year.
2. Content strategy. Travel marketers want to be cautious of the messaging that they are putting into the market. Brands need to be sensitive to the situation that their consumers are in by reassuring them of health and safety measures relevant to their brand and by meeting their consumers where they are at.
While travel marketers historically have created annual marketing plans that they would revisit and adjust each quarter, they are now creating monthly marketing plans that are flexible and targeted. These short-term strategies will continue for the foreseeable future, but industry experts have no doubt that long-term strategies will eventually fall back into place. (PhocusWire, 01.27.21)
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