The evolution of digital consumerism has given rise to online travel agents (OTA’s), increasing consumer demand and drastically changing the way customers book trips. More than ever before, digital savvy customers are exposed to more travel options.
This increase in information sharing has caused a shift in the buyer consideration process. Historically, customers focused on product, price, and limited in-network feedback to make a purchase decision. Now, the buyer consideration journey has drastically widened, and customers are focusing on a range of needs (such as product, price, and feedback) that now include subcategories such as user experience, customer service, convenience, and quality.
As marketers, we have a small window of opportunity to speak with customers, and it is important that we make every interaction count. Many marketers are leaning in on data to help create personalized messaging in their digital campaigns. With over 500+ terabytes of data collected daily, data has become over saturated. The industry has had a rapid rise in the ability to collect data but it has not been matched by the ability to support, filter, and manage data, leaving many marketers confused about the types of data available and what the right data is for a brand’s digital campaign strategy.
While there are many flavors of data for travel marketers to leverage, here are some categories of data that will help brands increase consumer engagement.
For marketers, the benefits of using 3rd party data to personalize messaging are immediate. With 3rd party data, marketers can seamlessly integrate experiences for real time buying consideration shifts. Advertisements can be tailored towards historical data and predictive behavior to better understand the next steps a customer may take before purchasing. Many customers are at different points of their buying journey, and the marketing sent to them should reflect that.
About Tamara Scarlett
Tamara Scarlett is currently leading the Travel vertical at Oracle Data Cloud. At Oracle, Tamara leads growth and adoption of Oracle's suite of Data Cloud products for the Travel and Finance verticals, working closely with key brands such as Hyatt Hotels, Delta Airlines, American Airlines, and Discover. Focused on the intersection of data and content, Tamara is dedicated to driving business results through the development of holistic, data-driven, and innovative cross-platform marketing solutions. Outside of work, Tamara is passionate about travel, cooking and her family.