Amadeus on how data and tech can help us to build back better in travel 

Understanding and inspiring new travellers

Personalised and tailored offers are now more important than ever, as travellers expect travel providers to understand their preferences at all stages of the journey, from inspiration and booking through to the destination itself. Understanding the stages of the booking journey can offer insight on when to launch campaigns and how to draw prospective customers through different phases.

Since June 2020, Amadeus has worked closely with DMO Marketing Greece to focus on attracting travellers from Germany and Austria, using data and artificial intelligence to identify and understand demand.

In the case of Marketing Greece, Amadeus was able to use data to adapt its advertising strategy. The campaign used powerful imagery matched with time and scenario, sensitive messages to keep in touch with travellers known to be considering Greece as a destination.

The initial Greece From Home campaign evolved into the Until the Time is Right campaign to reassure travellers that the country would soon be open for tourists. Finally, in June, Greece launched its Endless Greek Summer messaging to inspire visitors to consider travelling to Greece outside of peak periods to take advantage of the warmer climate even in colder months.

A combination of artificial intelligence, machine learning and insights gained from large data sets can be used to connect destinations to travellers to create that spark of inspiration that leads to a memorable holiday.

Once inspired, travellers can move through the booking process to conclude the booking. "Choice modelling" algorithms are used to make sure that the use of data insight is maximised and that offers are continually improved and tailored to individuals’ tastes.

Sensitively targeting campaigns

The ever-changing landscape of 2020 and 2021 has meant that many DMOs have had to constantly adjust and adapt their strategies for promoting travel to their destination. This is where data plays a crucial role. By taking a data-driven approach to destination marketing, DMOs can have a more in-depth understanding of where travellers are originating from and how their market is doing in comparison to competitors.

At Amadeus we worked closely with Turismo de Tenerife during the pandemic to help them create a marketing campaign focused on promoting responsible travel to the island.

Tenerife uses search and booking data to track demand and get a better understanding of how the destination is comparing to competitors. By using these data points Turismo de Tenerife is able to develop new targeted advertising campaigns with multiple strands of messaging tailored for various traveller segments, finding ways to appeal to new demographics.

Using data sets such as this will be vital in the recovery of travel and tourism, as it enables destinations to stay a step ahead of their competitors and adjust their offerings for new travellers as restrictions continue to shift across the world.

Promoting responsible tourism

Overtourism and the preservation of travel destinations have been themes which have gained more traction in the travel industry over recent years. The pandemic has helped to accelerate these discussions and motivated action so that now both travellers and travel companies alike want to ensure they are making the most responsible decisions.

This is where data comes in handy. Data insights can be used by DMOs to understand search preferences, so that it is possible to promote second or "lookalike" cities or destinations that help to spread travellers across different destinations and address concerns of overtourism.

When it comes to the campaigns being run by DMOs for their markets, they need to be continually reviewed and optimised using insights gained from the performance of the market and the most up-to-date search and booking data.

Regularly reviewing these campaigns will ensure that DMOs are promoting responsible travel to the destination, both during and outside of high season, and ensures they reflect the current travel recommendations.

The demand for travel continues to prevail, and with smart and informed decision making based on insightful data and powered by technology, DMOs can create compelling campaigns to advise and inspire, helping travel to build back better.