//Travel brands must ‘refocus marketing’

Travel brands must ‘refocus marketing’

It’s survive or thrive time for travel firms, says digital marketing agency

Travel brands must re-evaluate their digital marketing strategies leading up to the festive season and focus efforts on existing customers, a leading agency has claimed.

Farhad Divecha, managing director and founder at AccuraCast, said: “It’s survive or thrive time for travel firms. The industry as a whole is suffering but Christmas, in particular, will be a pain point for many. It is extremely important that brands re-align digital marketing efforts now to minimise budget wastage and be laser focused on ensuring they keep interest from loyal customers alive, rather than wasting money trying to acquire new customers, so they can come out in 2021 stronger than before.” 

More: Read Farhad Divecha’s comment piece
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AccuraCast said although recent research showed that there would potentially be an £8bn injection into the staycation market over Christmas, even if lockdown is eased in time, rule-of-six restrictions may put the industry in turmoil once again.

Chris Skitt, Park Manager at Love2Stay, a luxury glamping subsidiary of Salop Leisure, said: “Now, more than ever, it is imperative for travel brands to keep thinking ahead and with a customer centric mindset.  

He said: “At Love2Stay, we looked at the company through the eyes of a customer and took into consideration what they would be most concerned about then worked to provide a solution to that problem, and then communicate it effectively. During these times of Covid, we knew from the results of research conducted that our customer base would be worried about cleanliness, so we introduced the Stay Safe Initiative in July 2020 which was designed to define a new standard in caravan site cleaning standards, elevating hygiene practices from check-in to check-out.” 

He added: “We also knew that the situation with Covid was unprecedented so we had to step back and look at our operations as a whole to see what we could add or change to keep the customer loyal – which resulted in the launch of our brand extension, Fresh Air Field Meetings. Next was targeting and personalisation, which is when we used Facebook birthday targeting to increase booking revenue and also created designated landing pages. We always thought of the customer first and changed whatever we needed to within our business to reflect that and communicate it well through digital marketing.”