The travel industry has long been an early adopter of digital technology, having helped travelers find and book trips online as soon as it was possible to do so. Technology has changed dramatically since the first days of online booking, though, and travel companies must continue to incorporate new advancements into their marketing strategies if they want to remain competitive within the industry – the latest being machine learning and artificial intelligence.
Machine Learning and Artificial Intelligence Provide Insights
Machine learning and artificial intelligence have computers conduct research rather than people, which improves efficiency and reduces labor costs. Putting computers to work also produces a wealth of new insights because computer programs can learn much faster than even a large team of people. When applied to the travel industry, these insights offer views into what specific travelers are looking for. Based on an individual’s location, their past online activity, the time of day, and other factors, machine learning can anticipate what kind of trip appeals to each traveler, when they’ll need a hotel room and more. Knowing exactly what a traveler is looking for has obvious benefits for marketers, as they can tailor campaigns to the traveler’s individual interests.
Travelers Want Personalized Content
Personally tailored search results and travel content is exactly what travelers want. Research shows 57 percent of travelers in the United States want travel information based on their past behavior and personal preferences. More importantly, travelers are willing to pay for personally tailored results. Over one-third (36 percent) of travelers said they would probably pay more for a travel service that offered a personalized experience. For travel companies, the financial incentive makes adopting machine learning and artificial intelligence an easy decision.
Personalized Campaigns Give Timely Offers
Part of giving travelers personalized results includes providing timely offers when people want them, and this is where personalized marketing campaigns are essential. In today’s impatient culture, travelers expect immediate results. 60 percent of U.S. travelers will consider impulse trips that include a flight or hotel deal, and the number of travel-focused mobile searches that include “tonight” or “today” has increased by more than 150 percent since 2015.
With travelers so focused on the present, whether that means going somewhere now or simply getting a great deal now, marketers need to be able to immediately respond to travelers’ inquiries with targeted and timely campaigns. Personalized content based on machine learning and artificial intelligence gives marketers the tools they need to do just that.
Upgrade Your Company's Marketing Campaign
If you’re part of a travel company that’s still relying on last decade’s technology, it’s time to upgrade your company’s marketing efforts. ADTACK offers integrated digital advertising and inbound marketing campaigns that utilize the latest technology, including machine learning and artificial intelligence, to create personalized, targeted and timely campaigns that deliver results. Contact us today at 702-270-8772 to discuss your business’ needs and begin a strategy plan.
