The winning strategy for converting Canadian travel intenders: Geotargeting
The travel and hospitality industry are home to some of the most well-informed customers that there can be. From time spent researching, shopping, exchanging, or looking for support; travel tourism, and hospitality has many expectations to meet.
In 2023, this expectation will be even harder to meet as more Canadians will be looking to make their money go further by deal hunting. As per our last blog on the travel industry, price-driven travel will clearly be the main priority for Canadians in 2023 and the research will more than likely intensify. This assumption we made has been validated by data released a few weeks ago by a travel booking website which showed that searches for international and domestic travel among Canadians had increased significantly, despite the large increase in the cost of flying.
So, how do travel, tourism and hospitality vendors get these travel intenders over the finish line to book?
Let’s look at the top strategy that can help your next campaign convert Canadian travel intenders to not only just spend money – but to keep that money spent in our own economy.
The use of geo targeting enables advertisers to put their ad in front of consumers using audience location information. For travel, tourism, and hospitality advertisers, it presents an opportunity to target domestic travel and tourism.
For example, a recent campaign we ran through our gaming division APEX Gaming Network helped the province of Nova Scotia to attract travellers from neighbouring provinces, by leveraging geofencing to capture the attention of people located in selected target provinces.
The audiences whose devices entered our created “fenced” area were served ads on the channel chosen, in this case it was with the use of in-game advertising.
With APEX Mobile Media you can target audiences using location data like country, province, postal code. For hotels, airlines, car rental agents, and amusement parks looking to attract Canadian travellers looking to explore Canada, geotargeting is the strategy that will help keep travel intenders in the great white north.
The data is clear, Canadians want to travel but want that deal. As advertisers, seeking out those intenders with a winning formula will be key. This formula today should be comprised of contextual data based on keywords, website visits, and other metadata. Take that data and create a geofence targeting plan that is fueled with eye catching creative and delivered on a popular channel like mobile, Connected TV or even in-game and get ready for results like the ones we found in a recent case study.
How the Travel & Tourism industry uses APEX to target consumers with accuracy using mobile location
APEX’s location based in-app advertising increased brand awareness in specific areas of Canada and the US for a global luxury hotel company
Campaign drove it’s desired awareness with the right demographic and achieved impressive engagement
The campaign ran across several of the company’s property’s and achieved an impression volume of 14M+
The campaign also maintained even pacing, excellent CTR performance, and frequency throughout the campaign
Carlos Guevara is the Marketing Director at APEX Mobile Media and previous host of the podcast "In Search of Good Data." He has also helped various organizations in the private and non-profit sector to become more customer-centric with the use of enriched data and modern marketing and advertising technology and strategies.