Looking to boost your travel marketing game in 2024? You're in the right place. We've gathered insights from a panel of seasoned travel marketing experts, each with an impressive track record in the industry.
Their collective experience spans decades, offering you a treasure trove of knowledge to tap into. We sat down with them to define the strategies and tactics you need to deploy if you want to maximise your efforts, deepen your customer relationships, and ultimately, increase bookings.
They’ve shared way too much advice to pack into one blog post, so we’ve summarised some of their best advice below. But – don’t worry, you can delve into all the expert plays they share by grabbing a copy of our new travel marketer’s playbook.
The travel marketer's playbook 2024
Get your eBook
Ready to get cracking? Let's unpack some of their top tips.
Embrace generative AI for a brighter future
Frederic Gonzalo, Founder of Gonzo Marketing, points out that 2024 is all about integrating powerful tools like ChatGPT and Google Bard into your daily routine. Imagine using these tools not just as stand-alones, but as integrated solutions. When you do, you’ll discover that there are a ton of practical uses. OpenAI's recent announcement of Dall-E integration within ChatGPT opens doors to creating text and images seamlessly. Plus, real-time internet access is on the horizon, so you won’t be bound by out-of-date information for much longer.
Key takeaway: Be curious, open an OpenAI account, and dive in. Try creating itineraries, getting fresh blog ideas, or rewriting posts. With these new capabilities, your travel marketing game is set to soar.
Looking for practical tips to help unlock the full power of ChatGPT?
In our playbook, Anna Heathcote - Adido Digital’s SEO Content writer, explains how to get the best out of the tool and save a ton of time when producing content.
Key takeaway: Keep your Google Business Profile up-to-date and respond to reviews. Your online reputation will significantly impact your bookings.
Embrace GA4 and robust measurement
Andy Headington from Adido Digital highlights the important role accurate data plays when it comes to winning in the competitive online search market. GA4 may seem complex, but investing in accurate data will pay off in 2024 and beyond. With the right data, you’ll be able to make informed decisions that drive better results.
Key takeaway: Don't shy away from data analytics. Embrace GA4, get comfortable with it, and prioritise robust measurement to stay competitive.
How call data and GA4 will supercharge your understanding of customer journeys
Our resident Growth Marketing expert, Matt McGillicuddy, encourages you to join up the online and offline legs of holidaymakers' booking journeys. Nearly half of us prefer to pick up the phone when making travel arrangements, and each time a prospective customer goes offline and picks up the phone, they blow a gaping hole in your attribution data.
By tracking callsyou’re able to form a much more accurate picture of campaign performance and make much smarter tactical decisions. Calls are an indication that your marketing efforts are working, but without proper tracking, you're left in the dark. By connecting calls to activities, you can eliminate budget waste and ensure every penny you spend on engaging prospective customers works hard.
Key takeaway: Implement call tracking to gain insights into the true performance of your campaign's so you maximize your ROI and keep your CFO happy.
Terrie O’Hanlon, CMO at Agilysys, warns of the dangers of negative reviews – which have been shown to lead to up to a 70% loss of potential guests for a hotel. So, if you want to keep your guestbook full, nailing CX should be high on the agenda for every travel marketer in 2024.
Key takeaway: Collaborate cross-function and leverage technology to optimise your customer journey. Do your best to ensure guests return home happy, and don’t forget to invest in encouraging positive reviews.
Boost bookings with authentic storytelling
Another key component of boosting bookings in 2024 lies in the art of authentic storytelling. In today's digital landscape, authenticity is the currency that resonates most with travellers. Will Adams of Trending Travel emphasizes the power of authentic storytelling through user-generated content (UGC).
This year, you should turn your satisfied customers into your brand ambassadors. When they share their genuine experiences on social media, it creates a connection that money can't buy. Real individuals sharing real stories validates your brand's promises, making it more trustworthy in the eyes of potential customers.
Key takeaway: Leverage authenticity. Harness the power of UGC and influencer collaborations to build trust and engagement among your audience.
Want more booking-boosting tips?
Like I said, our travel marketing experts shared way too many tips to pack into one blog post.
If you want more guidance on how to use new technologies to deepen connections with customers, create efficiencies, and optimise your campaigns, grab a copy of the full playbook. It will help you elevate your travel marketing game and reach new heights.