The 2021 marketing trends every travel business should be paying attention to

Agility and short-term focus

They say “necessity is the mother of invention” and, as an industry, we proved in 2020 that we can innovate when we have to by focusing on the problem, identifying a short-term fix and nimbly solving it with a “test and learn” approach.

In 2021 and beyond, we’ll need to keep hold of this ability to be agile and make it an integral part of our day-to-day business. When you think about what’s changed in the industry in the last 10 years, and what’s going to happen in the next two years, we need to prepare ourselves for continuous change.

We have to embrace the mindset and approach to innovation that has enabled us to adapt to the current situation so quickly – and make sure we continue to protect and nurture that agile mindset and not let it slip.

Digital marketing and transformation

Some parts of the tourism industry have been slower to adapt to digital transformation than others, but over the last year, across the whole sector, there has been a rapid and seismic shift in how marketing budgets are allocated, with most shifting towards digital channels.

Digital marketing has so many benefits – especially in the uncertain world we’re in right now. First, it’s immediately optimisable for the most part. If it’s not working that day, you can change it.

Second, you can turn it off instantly if something happens, so you’re not committed to months of airplay or ad space.

If someone clicks on an ad, you know. If someone opens an email, you know. If someone visits a landing page then calls to book, you know. In this context, digital marketing offers more visible and measurable value than traditional forms of marketing, and will continue to remain vital for travel businesses in the years to come.

Data overload

The industry has got itself into quite a dangerous place where it overly relies on historic data to predict future behaviour and inform how we market our products and services. The environment we find ourselves in right now is fast moving – ever-changing data is merely a snapshot of what has been, and can’t be used to accurately predict what will happen.

Even the most sophisticated Covid-19-behaviour trackers have had to change their conclusions rapidly when circumstances change, such as when a new lockdown is brought in or a new vaccine is found. They’re fantastic at providing excellent insights into what’s happened and what’s happening right now, but they can’t tell us what’s going to happen.

Instead, agents can use the time to develop a deeper understanding of customer needs, and a deeper customer relationship by asking for and reacting to customer feedback as part of the visitor journey. This will be much more useful in current times than using a customer profile that was developed pre-Covid.

By developing a deeper understanding of your audience, having your finger on the industry pulse, and looking to strategic and creative disciplines to gather insight on, and to communicate with, your audience, you’ll be better placed to ride the wave of uncertainty and unpredictability.

Shorter booking cycles

When restrictions were lifted in summer 2020, thousands of people booked holidays at home and abroad, which proves that you need to be ready for this latent demand when things open up again.

Consumers are being clever about how they plan their trips and will be making travel decisions based on the most recent recommendations, meaning that their booking cycle has shortened hugely to just a few days and, in some cases, the same day.

Therefore, when restrictions are eased, you should initially focus on encouraging visits in the immediate and near term.

Experience explosion

The experiences market is set to take off like never before in 2021. Even before the pandemic, people were buying more experience-style holidays and were happy to pay handsomely for the privilege. Indeed, many travel companies, attractions and destinations had recognised this trend and repositioned themselves accordingly as “experience providers”.

Providing special money-can’t-buy moments will exceed customer expectations and build confidence in what you’re offering, which in turn, raises the perception of value.

In 2021, this segment is likely to rebound spectacularly as soon as it’s able to, as we place even higher value (and, no doubt, expectations) on the experiences we buy.

Read the full report here