Leveraging travel intent data can be a game-changer for advertisers aiming to connect effectively with their audience. Our expertise and real-time data make it easy for your brand to reach the right audiences at just the right time. Whether you choose our Managed Campaigns or our self-service option, Traveler Audiences to Go (TATG), you can tap into travel intent data and access data-curated Private Marketplace (PMP) deals on any Demand-Side Platform (DSP).
But to truly maximize your campaign’s impact, our machine learning (ML) audiences can take it to the next level. By combining travel intent data with your website and first-party data, ML audiences allow for more precise targeting and greater campaign efficiency. This approach helps you connect with users more meaningfully, improving results at every stage of your marketing funnel. Here’s how you can use our data to make the most of each step in your campaign:
As travelers begin planning their next getaway, making a strong first impression is crucial. This stage is about introducing your brand to travelers who are in the early stages of researching and exploring their options.
Objective: Help your brand stand out and grab the attention of potential guests as they begin planning their trips.
Tactic: Use travel intent data to identify users who are in the early stages of their travel planning.
Strategy: Create eye-catching, engaging ads that introduce your brand and spark interest.
Channels: Connected TV (CTV), Video, Native Video, Display, Social
KPIs: Reach, Video Completion Rate (VCR), Click Through Rate (CTR), Cost per Site Engagement and Brand Lift Study KPIs
After grabbing their attention, the next step is to foster deeper engagement and help potential travelers as they explore options and narrow down their choices. This phase is about offering useful information and nurturing the relationship.
Objective: Engage users actively comparing travel options and guide them toward making a booking decision.
Tactic: Use travel intent data to identify users frequently searching for or have already booked part of their trip.
Strategy: Focus your creative approach and direct traffic to in-depth content like destination guides, travel tips, and comparisons to help them finalize their decision.
Channels: Native, Native Video, Display, Social
KPIs: CTR, VCR, Cost per Site Engagement, Cost per Search, Cost per Action (newsletter subscription, brochure download)
At this critical stage, the focus is on turning interest into action. Your goal is to re-engage travelers who have expressed interest but haven’t completed their booking yet.
Objective: Encourage users to finalize their booking on your site.
Tactic: Leverage our travel intent data alongside first-party data to re-engage users who have interacted with your brand but haven’t yet completed a booking.
Strategy: Highlight your Unique Selling Points (USPs), offers and incentives, and ensure a seamless booking experience. Send traffic to a landing page closer to the end of funnel. Remove obstacles and simplify the process to reduce friction and increase conversion rates.
Channels: Display, Native
KPIs: Return on Ad Spend (ROAS), Cost per Action (booking)
To boost your results even further, our ML audiences can elevate your campaigns by seamlessly integrating our travel intent data with your website and CRM data. This powerful combination allows for advanced audience segmentation, ensuring you’re targeting users most likely to take action—whether that’s visiting your site (awareness), completing a search (consideration), or finalizing a booking (conversion). By using pixel data or CRM integration, we can optimize your campaign, increasing efficiency and effectiveness at each stage of the funnel.
Incorporating ML audiences into your strategy means you’re not just reacting to user behavior—you’re predicting it. This ensures that your ads are seen by the right travelers, at the right time, with the right message. From early-stage awareness to driving bookings, our ML audiences help you maximize impact and conversion rates.
Ready to elevate your travel marketing? Contact us to learn more about how we can connect your brand with travelers at every critical moment.
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