Digital supports the tourism industry. From an analysis Outbrain the evidence on the contribution of online for recovery,
between content of real interest for users and Premium editorial environments.
After months of lockdown and with the summer season officially underway, people are eager to escape and recharge, signaling an increase in tourist demand. According to theErnst & Young Future Consumer Index, holidays are the absolute priority for post-lockdown purchases. With this in mind, there is a real opportunity for tourism marketers to influence consumers’ summer plans and engage them as they prepare to organize their next trip.
Outbrain Network Trends: opportunities for Digital Travel
Outbrain, the world’s leading platform for discovery and native advertising on the open web, conducted a specific analysis of the tourism sector in June, which primarily shows that traveler optimism is increasing.
Globally, in the past month, the Travel category has been among the fastest-growing areas in terms of page views. To cite some data, interest in content related tocruises andhotels has grown significantly, with an increase in104% and417% in click-through rates, respectively. Evenair travel, although not fully operational worldwide, has seen a67% increase in CTR. Some types of travel –business travel, trips to nearby destinations, and luxury getaways – are gaining traction faster than others; in general, these trends still indicate that while dreaming of an escape, actions taken to make it a reality are becoming increasingly concrete.
The new normal affects travel behavior
As we all move towards recovery, tourism marketers should be aware that consumer behavior will be different from previous years. An April study byGlobal Web Index found that only about20% of travelers plan to maintain their usual behavior after returning from holidays, meaning that 80% will conform and adapt to this new normal of masks and distances of 1 or 2 meters. With the risk of infection still high, travelers will prioritize safety in every way – from how they travel and where they stay, to booking options with only flexible cancellation windows. They also want to know how industry brands are implementingsocial distancing, with58% consumers to state that only a good sense of security will restore the necessary confidence for them to start traveling again. Furthermore, tourist activities must provide added value for consumers, with 24% of travelers expecting to be able to benefit from promotions and discounts when booking holidays. It is not surprising that, given that many people’s income has been affected during this period – also impacting travel savings – travel offers will be an important factor influencing the purchase decision-making process.
Content discovery with native advertising is more popular
As the Covid-19 situation is evolving and mutable from country to country, travelers will want to closely monitor the status of preventive measures adopted in their destination of interest and how the easing of restrictions in these locations affects the increase in case numbers. In other words, consumers will often check reliable news sites to stay informed about the situation, or check updates provided by world leaders and scientific developments.
Less inclined to turn to Search independently (in web search engines) and Social Media, people will instead focus more on quality journalism. By turning to trusted publishers, there are indeed greater opportunities for “discovery”, i.e., finding content of interest, which will allow marketers in the tourism industry to also use, among other things, effective native advertising platforms useful for connecting with the audience on the open web.
The pandemic has also revitalized consumers’ desire to rely on companies that demonstrate strong responsibility: 77% appreciates trust, reputation, and direct conversation with brands almost as much as price and convenience. People feel confident about the quality of content they read on premium publisher sites, such as CNN or the BBC, and there is an “halo effect” created simply by being on a trusted site, an aspect that for marketers is synonymous with greater advertising impact for advertisers. Ads placed on premium sites are indeed 44%% more likely to be considered trustworthy compared to ads on Social Media, 21%% more likely to be clicked, and 24%% more likely to lead to a future purchase of that brand’s offerings.
Online travel campaigns to safeguard the sector
The Tourism Industry plays a fundamental role in all global markets, as well as in the Italian market, as it contributes significantly to the growth of domestic products. In our country, the contribution in 2017 was 223.2 billion euros (13% of GDP) and is expected to reach 14.3 percent by 2028*. It is understandable how important it is for the sector to have support channels and tools for its development, even more so in light of the recent forced contraction of bookings and purchases related to the health crisis.
Being able to leverage the trusted environments of premium publishers and reach the audience on the open web offers marketers the ability to be agile and responsive to consumer interests and concerns in this Covid-marked world. Whether it’s inspiring users with content that promotes high safety standards, converting them into buyers with travel discounts, or engaging them with an interactive video about a tourist destination or experience; there are ample opportunities for marketers to connect with today’s consumer by leveraging content.
Today more than ever, the tourism system – from accommodation providers, their agencies, promotional channels, to the end guests – must adopt “collaborative connotations” in order to overcome the challenge of recovery after the forced lockdown. Digital advertising represents a concrete opportunity to help safeguard a country’s economy, as well as a single airline, hotel, or tourist service.
Pubblicato in Business
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