Remarketing in the travel and tourism industries entirely focuses on reconnecting with past customers or customers who have shown interest once. Remarketing is an effective strategy that helps build connections and capture missed opportunities. While some people plan an impromptu trip, others prefer going on a pre-planned trip. Furthermore, most websites are unable to capture or convert leads in one go. Even if it is an offline approach, there is a lot of to and from involved. The customer executive may have to spend a lot of time convincing and encouraging the customer to take action. Remarketing is an effective approach to targeting prospects who might be interested again.
With the changing travel patterns and trends, everyone is expecting things to happen at a fast pace. Being in the travel industry involves a lot of networking and consistency. Do not miss the power of each lead. Here we will share 12 effective remarketing strategies to help you convert those travel leads into bookings and capture those missed opportunities.
1. Define Your Remarketing Audience
The first step begins with identifying your target audience for remarketing campaigns. Check Google Analytics, social media analytics, or other data to gain insights on your visitors. Check the stage your visitors were in, whether they were researching or in the intent stage. Inspect the action they performed to further build on your action plan. Consider segmenting leads based on their actions, preferences, and behavior. You can then retarget a similar kind of audience.
2. Retargeting Ads on Social Media Platforms
Retargeting ads on social media is another effective approach to promoting your brand. Platforms such as Facebook and Instagram are highly popular among travel enthusiasts. Retargeting will allow you to connect with followers who have visited or shown interest in your services before. You can use this strategy to draw their attention and convert them.
Make sure to craft engaging ads tailored to your audience’s specific needs to generate a strong return on investment. With the right strategy in place, you can expect to see effective results from your retargeting efforts. Before retargeting, try to evaluate the reasons why the prospects are not converting in the first place. It will help you build a better strategy and ensure a smooth retargeting campaign for your audiences.
3. Display Remarketing Campaigns
Retargeting display ads is an impactful and strategic marketing approach that enables businesses to form personalized connections with their target audience. Display ads could be used as an effective reminder to further convince users to take action. Think of how many times you open a shopping website and close it. You may later start getting those ads on other websites while you are browsing the Internet. This is the basis of display remarketing, which focuses entirely on reminding the user of the moment they left. Make sure you have a limit on the number of times a user will see the ad to ensure it does not get over the limit.
4. Dynamic Remarketing
Focus on running dynamic ads based on a user’s past browsing activity and interests. For instance, if they showed interest in the specific travel package or range of travel products, showing up again as dynamic ads certainly increases the likeliness of conversions as it focuses on reminding them of items that they were interested in. To keep your campaign effective, frequency caps should be implemented to track how many times or how often one individual can view the ads. Furthermore, make sure to tailor the message to match the user’s wants and needs to promote effective conversions.
5. Email Remarketing Campaigns
Email remarketing could be another way of reaching out to customers and reminding them of where they left off. Use third-party applications to monitor user activities and preferences. Another common way to track behavior is to use site cookies.
Email marketers have also been leveraging remarketing pixels to keep track of the data. Make sure to send the retargeting email right after someone closes the tab or exits the page. Landing in their inbox immediately will help remind them and give you a chance to capture their attention again.
6. Cart Abandonment Remarketing
Cart abandonment occurs when the customer is about to complete the checkout process. However, the customer leaves before completing the whole process. There are multiple reasons that could possibly lead to shopping cart abandonment. Make sure to check the analytics to understand whether it was due to speed or any other site issue. Consider sending the users a retargeting email or remarketing them on social media to remind them of how they can complete the abandoned booking process in a few steps. It could be an effective strategy to recover lost bookings and missed opportunities.
7. Cross-Selling and Upselling Strategies
You can also use cross-selling and up-selling remarketing strategies to build connections with your customers. Cross-selling is a strategy that focuses on selling a compatible or relatable service, whereas upselling focuses on increasing the customer’s value and selling a higher-end package. If a customer is already planning a trip to the Maldives, you can add on other activities to extend their trip duration.
On the other hand, you can also suggest they visit any other nearby location by upselling them. Be thorough with the customer’s approach before using either of the approaches. Consider using dedicated travel agency accounting software for a detailed account of all the transactions and happenings on your travel account.
8. Personalized Recommendations
We can’t boast more about how personalization is becoming the biggest trend and taking over multiple sectors. Remarketing could be an excellent opportunity to show up in front of the customer again. However, you should not expect ideal results if you are not offering ideal services to your users. Study the consumer data to provide them with personalized travel recommendations and offer them services or packages they are interested in. You can even give customers the option to create their own package. Send targeted emails or use display ads with tailored suggestions.
9. Social Proof and Testimonials
While showing them where they left off is an effective approach, trust could be a big factor hindering them from taking the decision. This is why you should focus on incorporating social proof and testimonials into your remarketing campaigns. Leverage the proof to build trust and credibility and showcase how you have helped customers in the past. Give your customers a reason to trust you. Be available to answer their queries and leverage them to build your audience and improve the number of bookings.
10. Dynamic Pricing and Time Sensitive Offers
Discover the hidden potential of remarketing by offering users a dynamic pricing strategy to create urgency and drive more bookings. Try offering limited-time offerings and discounts to entice them to take immediate action. Show limited-time offers or never-before deals in the ads to create time-based urgency. You can implement this strategy for the users who were in the intent stage or cart abandonment to remind them to complete the checkout process and book the deal.
11. A/B Testing and Optimization
A/B testing and optimization are ongoing processes for any successful remarketing campaign. It is essential to constantly evaluate and see what kinds of ads are working and what kinds of ads are not performing well. Furthermore, you should experiment with different kinds of ad designs, copy, and elements to see what resonates with your target audience. Monitor all the ad metrics, such as click-through rates, conversion rates, and ROI, to have a better understanding of this and convert your travel leads into bookings.
12. Personalized Landing Pages
Another approach that you could use for remarketing is to build personalized landing pages that match the user’s interests and behaviors. Consider tailoring the content and design elements according to the user’s preferences. Make sure to segment the users into different groups and create different landing pages for each group. Ensure that the landing pages have clear and crisp content. There should be no jargon or incomplete information. Ensure a seamless user experience and a clear booking path on the entire landing page.
These are the twelve strategies that you could effectively use for your remarketing campaigns. Take your time to understand your audience and the intent behind their actions. Focus on users who are at the final stage of action. They are easy to convert and were also highly interested in the booking process. Even take some time to speak to your audience to understand the reason behind the incomplete booking. Based on the findings, create your remarketing campaigns, and implement a mix of these strategies for ideal results.
Author: Fidha M
This article is written by Fidha M. Fidha works as the Growth Assistant at Traacs, an integrated travel agency mid-back office software that offers fully integrated billing, accounting, and financial management modules. She is a math graduate who developed a fondness for digital marketing. Being in the field of marketing for the past 4 years, Fidha is proficient in identifying techniques, strategies, and tactics to boost the number of visitors to a website and secure a high rank on the results page of search engines. She spends her leisure time gaining new skills and practicing creativity and mindfulness.