Travel and hospitality are big businesses. A recent study by the World Travel and Trade Council estimates that travel and tourism alone contributed as much as $8.2 trillion to the global GDP in 2017, estimated to reach $12.4 trillion by 2028.
A study by Jivox — Dynamic Creative Optimization (DCO) Benchmarks: How Personalization Engages Travelers and Drives New Bookings — shows that travel and hospitality brands seeking conversion as their main objective generate more than three times the average conversion rate by combining "intended travel destination" and travelers’ membership status loyalty as key personalization triggers in campaigns.
Personalized dynamic creative ads are data-driven, non-intrusive and created in real-time through programmatic channels to address immediate consumer needs and wants, and are especially effective in the travel and hospitality industries.
In the analysis, travel and hospitality brands showed a trend toward omni-channel in their DCO campaigns. About 25% of the impressions were attributed to omni-channel personalization campaigns that ran across a variety of digital platforms and devices, including Facebook, Instagram, video, mobile and desktop.
Being relevant remains important. Ad fatigue has become one of the biggest challenges related to this method. The study recommends that marketers automatically add new elements to a campaign -- such as messaging, visuals and graphics -- through programmatic channels to gain a better return on ad spend for campaigns.
The study also suggests using language to personalize triggers. In one example, ads were served in multiple markets where a few languages were spoken, with Spanish predominant. Not surprisingly, the Jivox analysis saw Spanish-language ads outperform Portuguese and English versions in 13 out of the 14 markets.
The report also details how personalization through DCO helps marketers to connect with prospective travelers through a complex path to purchase -- a path that often takes consumers from mobile to desktop via search, video and social media. And then to the brand’s website.