Marketing Automation Trends in Travel and Hospitality

Marketing automation for travel allows brands to take personalisation to the next level. It’s all about using technology to nurture more relevant conversations with travellers. Be it on your website, in an airport or across their devices, you have to build relations. The goal? Deliver a seamless, tailored experience. One that makes guests feel seen and valued.

Automation streamlines the behind-the-scenes heavy lifting to understand each visitor with distinction.

• What do they book in a typical scenario?

• When and where do they travel?

• What messages and perks would resonate right now based on real-time behaviours?

Deeper personalisation means hyper-targeted promotions. They help hit the mark to influence buying decisions when they matter most.

The latest marketing automation innovations built on machine learning and AI deliver next-level

• Segmentation

• predictive modelling

• multi-channel messaging

Let’s explore 4 rising trends that transform how agencies build customer connections. Let's look at how companies can deepen these connections for lasting growth.

State of Travel Industry Automation

Adopting smarter marketing sets the most innovative travel brands apart. Recent studies show that 75% of companies now use marketing automation tools. Airlines are ahead, with an 83% adoption rate. The hospitality sector is close behind at 63%. This is because hotels seek to improve personalisation and loyalty.

Early adopters prove it's effective in increasing revenue and making operations smoother. For example, Singapore Airlines automated meal choices for premium passengers. They inform the crew about specific needs, like diet. This helps flight attendants manage over 300 passengers' preferences, enhancing the travel experience.

Automation, on-site and via mobile for hotels, ensures smooth interactions. This happens from check-in to departure. Hilton's Digital Key allows guests to use their smartphones as room keys in over 4,800 properties. It cuts down front desk crowds and lets guests go straight to their rooms.

No matter the travel niche, marketing automation drives measurable returns across:

• Increased online booking conversions

• Lower customer acquisition costs

• Higher lifetime value through custom services

• Improved traveller satisfaction

Let’s unpack 4 rising trends that redefine best-in-class automation approaches:

Trend 1: AI-Enhanced Personalisation

Big data and AI are the heart of today's travel marketing automation. Machine learning algorithms analyse visitor actions. This analysis helps marketing tools pick the right message or offer. It also decides the best delivery channel– display ads, push notifications, or emails.

Delta Airlines has raised the bar with data-driven personalisation. Their new engines on apps and websites use AI to study customer activities. These include activities like browsing and booking patterns. They predict vacation packages that match travel preferences. This could be for a beach, outdoor, cruises or more. The system also suggests flight extras. This comprises things like baggage or WiFi, based on the customer's onsite behaviour.

Predictive modelling goes beyond simple demographics. It finds groups with similar online behaviours and travel histories. The term for this is psychographic segmentationIt makes messages more relevant by aligning them with shared interests.

The result? Brand interactions become more tailor-made. This AI-driven approach improves engagement. It also improves conversion rates far more than typical email campaigns.

Trend 2: Connected IOT Messaging

You can infuse Internet of Things (IoT) devices throughout the travel journey. It introduces infinite possibilities for connected messaging. Location-based triggers activate via GPS when a guest's smartphone enters the hotel vicinity. Or onboard Wi-Fi networks sense cabin entry for a custom mid-air greeting.

Contextual notifications enhance the feeling of personalisation. Doing that with automation ties messaging to real-world activity.

Disney World began testing this with its Magicband wearables. This device links park entry with the deployment of a specialised app. Guests receive ride wait times, suggestions on the nearest restaurant's menu, and more. This is as per mapped locations.

At 30,000 feet, connectivity reduces service disruption between flight crew and passengers. Panasonic Avionics’ Inflight CMS helps with smoother communication from cockpit to cabin. Pilots can send post-take-off welcome announcements while attendants respond to individual seat requests.

Trend 3: Smarter Loyalty Programs

Intelligent automation takes loyalty programs to the next level. It uses data to tailor rewards to each member's unique behaviours and preferences. Machine learning tracks points, travel history, and interactions. This identifies perks that appeal more to high-value customers.

First, there's better recognition of tier progression beyond usual thresholds. VIP flyers know when they qualify for upgrades right away.

Then, there are special recognitions for milestones. Think birthday freebies and anniversary upgrades. RELAX Rewards by Plaza Premium Group offers surprise perks during lounge visits. This is thanks to integrated POS systems.

Hotels also use automated forecasting for room availability. This helps in planning room upgrades. It suggests the best times for standard members to use their points for elite suites.

Trend 4: Multi-Channel Campaign Management

Travel shoppers use many stages and devices. This means that a single channel isn't enough for promotions. Multi-channel automation sends consistent messages as customers move online, from research to booking.

Retargeting campaigns remind visitors of your brand after their first website visit. Pixel tracking watches their online activity after leaving your site. It shows them tailored ads with booking incentives if they don't convert. Device syncing means conversations can continue without friction. These can take place from desktop to mobile or the other way around.

AI copywriting removes the need for manual updates in ads. It generates fresh content using factors like location and weather. This keeps messages interesting. It also tests which versions work best.

Modern automation brings together cross-channel promotion management in one easy-to-use dashboard. This gives a clear overview of what’s working best. It helps strategists fine-tune campaigns for better metrics. Relevant parameters include website visits, subscriber growth, and booking conversions.

Wrapping Up

The benefits of marketing automation are endless. Marketing automation is gaining speed in the travel industry. Brands are seeing the benefits of customer-focused technology. Early tests show clear gains in revenue, efficiency, and guest satisfaction.

We're only beginning to see the impact of AI, machine learning, and IoT. These tools can add personal touches. As automation becomes common, we can expect deeper connections between brands and travellers. The focus will shift from one-way messages to valuable conversations. Tailored experiences have a set future in the travel sector.

Are you looking to take advantage of marketing automation for your travel business? Are you dreading doing it all by yourself? Choose the leading service providers for marketing automation tools and strategies. Growth Jockey is one such brand that can automate your marketing efforts in no time.

FAQs

1. What key goals does marketing automation aim to achieve?

One of the main goals is to increase online booking conversions. Another one is to lower customer acquisition costs with focused messaging. Another aim is to boost loyalty through personal service, enhancing lifetime value. Also, using technology to streamline operations is a key goal.

2. What technologies power modern marketing automation?

Artificial intelligence and machine learning interpret customer data. They help marketing tools automatically send the right messages to the right segments.

3. How are IoT devices enhancing personalisation?

Devices like location beacons send messages based on the travellers. It depends on what they are doing during their trips. For example, they can trigger custom hotel prompts. Or they can welcome messages when boarding planes, showing IoT's usefulness.

4. How are loyalty programs getting smarter by leveraging automation?

Algorithms track individual behaviours to uncover member preferences, spending habits and milestone triggers. Tier acceleration points, multipliers, and birthday upgrades offer unique benefits to high-value accounts.

5. Why is multi-channel coordination important for automation?

Marketers gain valuable data and insights by tracking the travel shopper's journey. They can track it across devices. They can use this information to send targeted emails, ads, and onsite messages. These depend on real-time actions that show interest and a likelihood to convert.