Lastly, consumers are more likely to
choose travel brands that are thorough
and informative with their
marketing messages. When asked what
would make them trust a new travel or
hospitality brand, 42% of
your customers will experience in
terms of amenities, check-in, boarding
processes and more. Be upfront
about pricing. Don’t advertise a low
price only to tack on hidden fees
as customers are finishing up their
reservations.
interactions that can inform this
content, you can look to other places
to get it right — like acquisition
models.
Considering the hefty costs of travel,
it’s important for customers to feel
they can trust your brand before they Also, cover the basics — especially
when it comes to the features that
make your brand unique. For example,
Southwest answers common questions
about the airline’s unique boarding Acquisition models help marketers
maximize budgets by focusing efforts
on prospects that are likely to have
higher conversion rates and be less
costly to acquire. These models
support all direct-to-consumer
marketing channels, including direct
mail, email, display and social.
book with you. Being upfront about
fees, boarding and check-in processes,
amenities, and more is one way to
ensure this trust from the beginning. process and checked bag policies
upfront on the website to clarify
potential concerns for new customers. Lookalike models are one of the three
most common types of acquisition
models – they target prospects
Develop lookalike models and use data
enhancement to nail messaging. who look like your best customers in
terms of attributes like age, gender,
income, hobbies, interests and more.
Develop lookalike models to better
predict what prospective customers
want before they’ve ever interacted
with you.
consumers pointed to comprehensive
information about a brand’s services.
TURNING FINDINGS INTO
ACTION
Be crystal clear and informative.
Customers want comprehensive
messaging that demonstrates value
upfront. Set the expectation of what
38 ILHA
Customers have high expectations for
relevant, engaging content specific
to their precise needs before they’ve
ever interacted with you. And though
you may not have a history of past