4 Martech Lessons from the Travel Industry

The travel industry is leading the curve in marketing technologies. Here are five lessons brands can take from its example.

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Few industries have the innate appeal of travel. Even with the public’s hesitance about certain elements such as the airline, the possibility of a trip often holds a sense of wonder. Travel, cruises, hotels, and more are equivalent to adventure, escape, and fulfilling dreams. Yet despite this, marketers in the travel industry are constantly pushing the boundaries of what’s possible—and martech is no exception. Here are four key lessons every brand can learn from marketing technology.

Immersion through technology works: Recently, a hospitality manager showed me the virtual reality tour she’d created of her property. Taking a deep dive, the preview managed to convey the essence of the property while answering common questions and getting viewers excited about the activities. If you’re looking for strategies to connect more viscerally with your audience, augmented and virtual reality offers an early adoption advantage to get that done.

Personalization needs to be practical: Disney made headlines a couple years ago when it introduced its MagicBands, which track activities, reservations, and payments via a wristband. Resorts, cruise lines, and other travel brands have been getting on board. Not only does this offer a more convenient customer experience, but it also provides an additional benefit: Marketers can more easily track data points around customer behavior.

Voice assistants: A number of hotel brands have begun to integrate voice assistants into their guest rooms. Operationally, they lighten the load by taking room service orders, setting wake-up calls, and answering common questions about the weather and nearby attractions. But they also serve an important marketing purpose: Voice assistants can be programmed to respond with relevant product opportunities and even upsell. If a customer asks for a nearby massage, for example, the voice assistant can offer to make a reservation at the hotel spa.

Making the most of data: Travelers are voracious readers. They leave reviews. They interact with properties on a variety of channels. The more that travel brands leverage technology to feed into their omnichannel experience, the better the customer experience will be—and the more feedback travel brands will receive. Digital experiences are personalized, reflect upcoming plans and past trips, and indicate interests such as beach vacations or a visit to Asia, for example. Customers feel understood and are more likely to interact with a brand over time.

If you’re looking for strategies to incorporate more marketing technology into your plans, the travel industry offers important tips on how to strategically get more done. From investing in immersive videos to building on a personalized data platform, the travel industry is on the leading edge of how marketing technology delivers a better customer experience.