Even with the
looming threat of Big Tech hanging over the technical capabilities of travel brands
to target consumers in a destination, brands still have plenty of tactics at their disposal.
Travel brands and tourism organizations are still able to collect data about customers in a location in different ways.
This opportunity is at the heart of the modern marketing strategy for many companies, giving them a chance to send offers on ancillary products or other things to do in a destination.
Some travel-related brands are in better positions to capitalize than others, with inherent differences in the approaches taken by hotels vs. tour and activity providers.
And then there are wider branding exercises undertaken by destination marketing organizations.
Yet there is always a threat (or two) to contend with, not least the Big Tech brands that can now count Google among their portfolio, given its omnipresent role in search and discovery (and now booking) of travel services.
John Eberhardt, CEO at personalized location tech provider
Stroll
, talks about these trends and other elements of the targeted marketing trend in the final session from last month's PhocusWire Pulse: Digital Marketing Tactics event.
The full interview with PhocusWire’s Linda Fox is below...
PhocusWire Pulse: Travel Marketing Tactics - Targeting as a big marketing tactic