1 minute read
The future of travel marketing: a final note
Antonia Lindmark Head of Insights Bannerflow
So far we have focused on digital practices in travel marketing for 2019. Yet, we would like to sign off with a look to the future.
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Antonia Lindmark (Head of Insights at Bannerflow), speculates as to what could be on the horizon for travel marketing. We asked Antonia how changes in consumer behaviour might impact the travel marketing of the future...
The existing sales cycle for travel bookings is inefficient; with 87% of consumers browsing on mobile but many are still using their desktop to complete a transaction. In the future, I see brands closing this gap. In fact, in a recent study by eMarketer there was steady climb in mobile bookings as app performance improved. Something that can only increase with time, hopefully!
Behaviour on social media is constantly changing. And with every new year comes a new update that’s set to alter how travel marketers do business. However, what I don’t see changing anytime soon is the move towards short, highly consumable video content. With Instagram TV and stories there are unique opportunities for travel brands to engage effectively. And this doesn’t have to be limited to social – 2019 should see video in-banner become far more common...
How consumers want to travel has a direct impact on travel marketing itself. More and more people are looking to travel to places that they know and love, rather than to explore new destinations. This presents greater potential for remarketing and re-engagement for a brand’s digital marketing as well.
To be continued...
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