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The online travel market is competitive to say the least. Travellers are now making more considered decisions, booking journeys are more complicated than ever with customers viewing an average of 141 pages before converting, while brand loyalty has less influence.
With changing behaviours and technology, travel brands need to adapt their online strategy to succeed.
A more considered customer journey
2023 saw the first year for travel not directly impacted by the pandemic since 2019 but conversions haven’t quite bounced back, yet. While booking figures may not match 2019 levels sitting at 87% of pre-pandemic figures, the past 12 months have cemented the fact that the desire to travel is well and truly back. The 2024 travel market demands a more customer-centric approach to cater to the meticulous decision-making process consumers now undertake.
A more competitive landscape
Travellers are no longer tied to familiar brands. With more choice and access to information, competition is increasing and expectations are higher.
Consideration periods have extended significantly, while acquisition costs continue to rise. As a result, brands need to work harder to capture attention and maintain visibility throughout the decision-making process.
How travel brands can stay ahead
Travel brands can position themselves to thrive in this fiercely competitive online environment by:
Keep advertising fresh
With thousands of travel providers competing for attention, audiences are exposed to a high volume of similar messaging. Regularly refreshing creative and focusing on relevance and value helps cut through the noise.
Adopt a full-funnel strategy
A focus on bottom-of-the-funnel activity alone is no longer enough. A full-funnel strategy builds awareness, nurtures consideration, and supports conversion, helping brands stay front of mind.
Tailor your messaging
Customer priorities are shifting, with off-peak travel and value-led decisions on the rise. Messaging should reflect these changes, focusing on flexibility, affordability, and experience.
Plan an always-on strategy with IDHL
Travel demand is no longer limited to peak seasons. Consumers are travelling more throughout the year, making a consistent presence essential. An always-on approach to performance marketing allows brands to stay visible, respond to changing demand, and maximise opportunities year-round.
Contact our team to find out how we can help you connect with travellers at every stage of their journey.
