The new era of travel marketing

"We all know that the travel industry has changed dramatically over the last 10 years, but I still think the collapse of Thomas Cook was a shock and wake up call to the industry. A sign that it's entering a new era of travel marketing, where consumers are looking for something different to reach their ultimate travel high. And for marketers our biggest challenge is to understand' what makes this difference."

"We had expected to hear that they experienced their greatest joy when they were on the flight, or on the beach, or on some cultural adventure. But the consistent message was that the highest "travel high" was at its peak at the moment of booking. Most significantly, it told us that the travel buying process is an experience in and of itself. Once you have an insight like that, it can inform every aspect of your marketing thinking."

Thomas Cook's collapse served as a shock and wake-up call indicating a new era of travel marketing and changing consumer expectations. Consumer research for a major travel company interviewed holiday bookers across stages from initial urge to return home. The research found that the peak 'travel high' occurs at the moment of booking, making the buying process an experience itself. Digital-first travel players are winning customers by avoiding legacy constraints and tailoring offerings to different decision stages and audience needs. Marketers must understand what differentiates offerings and design the booking experience to capture peak consumer joy.

Read at The Drum