These days, satellite trackers can pinpoint to the hour when a tornado will touch down… oddsmakers have an uncanny ability to tell us how many points will be scored in a football game – but can you predict where your customer wants to travel next, what his preferred mode of transport is, and how much he may be willing to spend on a plane ticket?
If possible, you probably have accurate situational data – the kind of data that takes into account where a buyer is now, how he is looking at your information online, and where he is likely to go next.
Why does it matter?
Because we live in an increasingly fluid, “real-time” world.
And according to a recent survey, nearly 33 million Americans have booked travel on a mobile device, a number sure to increase exponentially in coming years.
This means, like never before, customers are moving quickly from one online environment to the next – and their preferences and proclivities to buy are shifting right along with them.
To keep up, it’s important to know where your customer is at all times – and target or retarget your offerings to her accordingly.
There’s another important shift: increasingly, consumers are booking travel not just from mobile devices – but from, and among, multiple devices. Meaning that travel providers need to reach audiences via a multi-platform, multi-device sales approach.
At Adara, we monitor these trends closely.
As a leader in connecting brands with targeted audiences worldwide, Adara has more than 250 million monthly unique traveler profiles, and 70 data partner relationships with leading travel providers.
That includes locating the targeted traveler online at any moment in time, and the best way to reach them effectively.
For example, if a traveler is planning her trip from San Diego to Chicago for a wedding in January, then it’s a good bet she will visit weather.com to learn what obstacles might be in store – or she may be shopping online retailers to buy a parka that she otherwise has not needed in years.
Wouldn’t it be great to be able to offer her a luxury suite with a fireplace in your hotel, right there online as she’s shopping?
Or maybe the bride and groom are visiting theknot.com, separately, to plan the nuptials – wouldn’t that be a great time to hit them, both individually, with honeymoon package?
Imagine the impact!
With the right situational data, you’ll be able to figure out not just what these travelers are likely to want to buy, but also precisely when to market it to them, and where. Their situational data – geographic location, choice of device and browser – give you all the information you need to increase your sales through smart, predictive and personalized offers.
This content is created collaboratively in partnership with our sponsor, ADARA.