Industry Update
External Article11 October 2021

How Marketers Are Using Travel Technology To Engage Post-Covid Wanderlusts

With the travel landscape changing due to COVID-19 and the holiday season dawning upon, David Greenberg, CMO, Act-On Software, outlines how brands can use marketing technology to engage people returning to travel.

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Vaccines are rolling out, and suitcases are, too. For destination and travel marketers, the time has come to engage travel-hungry wanderlusts who have been itching to bust out their passports and hit the road — or skies.


As we near a post-COVID world, how do marketers capitalize on consumers’ appetite for travel and compete in a noisy industry on the brink of a massive surge? The answer — travel marketing technology.

Travel and tourism businesses are ramping up their marketing efforts to engage future travelers. Popular marketing strategies like social media, television advertisements and billboard campaigns have their benefits. At the same time, travel marketers are leveraging even more precise and measurable technology, like email and SMS marketing, to not only get in front of tourists but also to personalize and customize relevant content while reaching them where they are: their mobile devices.

Marketing Automation Technology

Imagine you were looking for the perfect hotel room with one bedroom, a kitchen, and a view of the ocean, all for less than $200 a night. How convenient would it be if you received a perfectly timed email advertising an affordable, cannot-miss room with all the necessary amenities? This convenience and timeliness are the power of behavior-based marketing automation technology and a major reason the travel industry is leveraging it to their benefit.

Marketing automation is a dynamic and robust platform that communicates with customers with messaging optimized to encourage engagement. Put simply, the technology analyzes customer behavior and interests and sends customized messages specifically designed to garner the interest of an individual. As we know, consumers have unique needs and preferences, and we shouldn’t treat customers like a monolith if a company expects to grow. In a modern, connected world, consumers expect marketing teams to personalize all their interactions across every channel; email marketing automation is one of the best ways to do this and is helping travel marketers create relevant customer experiences.

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