Personalise your Black Friday Travel Marketing with Insights

As we approach the holiday season, with Black Friday just around the corner and Christmas not far behind, now is the perfect opportunity to enhance your travel marketing materials.

Personalising your marketing content is essential for attracting your target audience, especially during one of the busiest commercial times of the year.

Luckily, our data-driven search and recommendation tool, Insights, has a unique flyer creation tool which allows you to create bespoke marketing in just a few clicks.

In today's fast-paced marketing world, creating custom flyers that highlight your deals or comparing tailored hotels for your clients is essential. With customers becoming increasingly savvy in their travel choices, it's crucial to offer personalised experiences. Research shows that 80% of clients expect a personalised retail experience, making it more important than ever to stay ahead of the game.

As a travel provider, you play a crucial role in shaping the traveller's experience. Clients rely on you to provide them with the best rates, hotels, and experiences that align with their needs and budget. This responsibility becomes even more important during peak commercial periods when countless deals are being promoted by various brands.

In an era where travellers are increasingly adept at customising their own unique travel experiences through Online Travel Agents (OTAs), for example, it is imperative for your success to provide travel choices that cater not only to their financial constraints but also to their specific preferences - all while being easily accessible at first glance.

So read on to discover just how to create personalised Black Friday marketing flyers with Insights.

• Step One  – Understanding Your Client
• Step Two – Artificial Intelligence is Your Friend!
• Step Three – Make It Personal

Step One – Understanding Your Client

The most important aspect for any travel provider is the ability to offer travel solutions that are tailored to your clients’ needs. This can include the type of holiday they’re looking for, when they’re hoping to travel, and how best to communicate their most suitable options.

Insights allows you to translate this knowledge into potential booking options by selecting filters relevant to the client.

With Insights you can filter for: 

• Best opportunity – the hotels and resorts most likely to be booked in your market
• Type of hotel – including top sellers and new hotels
• Type of traveller – including business, families, and adults-only
• Category – such as star rating and TripAdvisor rating 

Of course, being able to filter for traveller preferences, types of hotels, and the properties you should be taking advantage of to uplift your revenue, also translates to your travel marketing and how you’re communicating any deals or offers with your customers.

Different clients will respond positively to different offers, so it’s important that you’re presenting the most enticing deals at the right time, to the right client, in the right way, no matter the stage of the booking journey they're at.

With Insights, you’re able to build travel marketing materials with the Custom Flyer Tool which are entirely tailored to your client’s requirements.

Insights’ share functionality seamlessly builds flyers fit for distribution with just a few clicks. When plotting your travel marketing or communication strategy for any client, consider how best they’re going to receive information from you, and under which circumstances.

This phase of planning is going to play a valuable role in your relationship with the client, as not only should you hope to delight them with your service, but you want to secure the booking – and should aim to become their go-to travel provider for all future trips.

Discover more about Insights as the go-to search and recommendation tool here.

Step Two – Artificial Intelligence is Your Friend!

We recognise that the expertise of travel providers is often derived from their own experience and industry knowledge. And while there will always be a place for your individual knowledge, putting your trust in artificial intelligence can undoubtedly enhance your value as a comprehensive travel provider.

Insights is loaded with real-time data which gives you a clear idea of what today’s travellers are booking and what’s competitive in your specific market. By utilising this live global data, you’ll gain access to valuable information that ensures you’re remaining competitive, and taking advantage of opportunities your competitors may not have access to.

Depending on the information you’ve already gleaned from your client through varying means and at different stages of their booking journey, you can amend Insights' filters to bring up the most relevant data relating to the customer.

Say, for example, you know that your customer is planning to travel from the United States to somewhere in Europe within the next three months. You also know that you’ve got high growth-potential properties in this destination thanks to your top recommended destinations shown on the Insights dashboard.

This means that when you click into any of these recommended destinations, which are ranked by their potential for you and your business, you'll be able to not only filter for hotels in this destination that suit your clients perfectly, but also maximise your revenue by selling stays that will benefit you the most in terms of revenue.

By adjusting the filters within Insights you’ll be able to see the top recommended that benefit your business, as well as those your clients will prefer – which leads us onto our next step. 

Step Three – Make It Personal

Now that you know where your client wants to go (and what offers they’re most receptive to) it’s time to make things personal. 

Head to Insights’ dashboard, as a first step. Once you’ve looked through your top recommended destinations, handpicked for their potential growth opportunity for your business, you’ll notice a ‘Create Your Flyer’ sharing option.

Click this button, and you can select up to eight hotels you think your client will love.  

If we’re to give a top tip, we’d suggest filtering the hotels out further by traveller type, star rating and TripAdvisor rating. You can also accommodate for essential travel preferences like sustainability by using the appropriate filters.

After finalising your top choices, you'll see that the 'Create Your Flyer' button now presents you with the option to either download or share the selected hotels. Go ahead and click this to move to the next step.

Next, you'll be prompted to choose a format: portrait or landscape. The landscape option provides additional details about each hotel, while the portrait format is ideal for quickly comparing lead photos and key information like price.

Once you’ve decided which your client would prefer, click the option, and move on through to the next stage. 

Here, we highly recommend incorporating your logo into your travel marketing materials. This allows for a personal touch that clearly shows off your business to your clients. Marketing can often be a significant investment in both time and money, but with Insights, customising your flyer is a simple and cost-effective endeavour.

Next, you’ll be asked if you’d like to customise your content. This is a brilliant way to personalise your marketing materials to a specific client, and we’d recommend adding the client’s name to the header to let them know that these choices are far from generic – in fact, they were carefully chosen by you, their go-to travel provider.

Implementing personalisation gestures like this can have a significant impact on your relationship with potential customers, with studies showing that up to 72% of consumers prefer responding to personalised marketing messages. 

So, if you skipped that stage, revisit step one and customise your headings accordingly. Once you have reviewed your chosen hotels for the final time (adjusting their order or concealing costs as needed), it is time to send out your marketing materials to the client. 

So, there you have it! Insights’ personalisation features require minimum effort, but could bring maximum rewards.