The impact of digital marketing on tourism

According to the latest studies, consumers of tourism services visit up to 38 sites before making a reservation. This statistic forces the tourism industry to adapt to new Digital Marketing strategies to gain potential customers, focusing on content delivery relevant to users. This can be achieved through remarketing campaigns based on deep learning algorithms ( deep learning, branch of artificial intelligence).

Planning a trip involves visiting hundreds of pages of travel deals every day and search times that can reach weeks before the final purchase is made. This translates into a multitude of interactions that Digital Marketing agency in Pakistan need to capitalize on. The number of digital interactions of the customer with the product is growing rapidly. The offers returned by search engines, booking applications, online travel agencies, and sites with offers approach its requirements.

According to a study by International Air Transport Association, 39% of those traveling for personal gain and 45% of those traveling for a business believe they use too many sites to find flights. Also, 43% of those who travel for pleasure and 51% of those who have a business interest want to spend less time searching.

Advertising based on Deep Learning

Deep learning is an innovative branch of artificial intelligence that reproduces how the human brain works in information processing and decision making. Inspired by the functioning of human neurons, deep learning allows the more precise and fast identification of the purchase potential without the need for human intervention.

Deep learning algorithmsI can do more than that. This technology can give the Advertising industry precise anticipations of the unique habits and desires of each customer. In other words, it simplifies the user experience by displaying offers of services and products that he is interested in. When it comes to travel planning, the contribution of artificial intelligence is huge. 30% of users are willing to book a trip without having pre-arranged plans if they are shown an attractive offer. Also, 25% of users are willing to choose a destination other than the one they were previously considering.

Different needs, different strategies

Using deep learning in Advertising, user segmentation can be a powerful component to deliver a unique and seamlessly tailored experience. Experienced retargeting providers can define a specific goal for each user group and then adjust the experience for each one to obtain the best results.

For example, specific segmentation for airline providers involves dividing users into those who consult many offers before making a decision and making last-minute purchases. The first group will be targeted with specific recommendations, with more time in advance. Otherwise, you will receive information about the last available seats on a plane. The same goes for those who travel for business and book tickets from one day to the next.

It is essential to add that potential customers can be segmented depending on their platforms, whether dedicated to airline websites, online travel agencies, or dedicated blogs. There is also segmentation depending on the user's potential to book a ticket to business / first class.

Performance-based marketing campaigns can be made with so many variables that all that remains to be done is to find out which option works best for the needs of your target group.

Cross-selling is necessary

According to PWC, customers focus on flights and accommodation, car rental, entertainment, and personalized itineraries. Therefore, airlines will need to develop their strategies and focus on collecting as much customer data as possible to create a detailed profile of the traveler and then turn it into an individual offer.

For example, suppose a user booked a city break in Bucharest. You will need a flight, maybe a hotel and local transportation, such as a rental car. Here a good opportunity that he will be interested in local events or tourist attractions.

It takes a huge amount of information and data to target potential customers. This is where the true potential of deep learning lies. If you have more data then you will get a more accurate result. Only learning-based algorithms can collect, observe, and analyze this data to present a very well customized banner for each user.

More than performance

Many travel companies often focus only on increasing their performance with the help of retargeting providers. But retargeting also gives them a lot of creative opportunities to promote their brands successfully.

The easiest way is to promote yourself through simple banners, which encourage users to "plan your next trip with us" or promote the most attractive destinations depending on the time of year (such as trips to exotic countries in winter or special offers before holidays or national holidays).

Another option would be to direct offers to people who used travel services a few months ago. They can also promote destinations with a few benefits, such as reasonable flight hours, business class seats, unlimited free WiFi, extra loyalty points, or the cheapest deals. Users who have searched for such things can be easily accessed through personalized retargeting.

Data analysis is key

The tourism industry is distinguished by the huge amount of information and data available to target travel enthusiasts. Recovering this data is easy; the real challenge is analyzing these data and drawing relevant conclusions from them. Here is the true potential of deep learning. The more information they analyze, the better results they will have.