Performance Horizon and WBR Digital have recently joined forces to publish the Benchmarking Performance Marketing and Digital Strategy in the Travel Industry Report, which we got a sneak preview at. They surveyed a large range of executives representing leading global travel brands back in may to unearth their findings.
The report brought up some interesting results. Email marketing is by far and away the most favoured channel when it comes to customer retention, followed by Social Media, which is used by 63% as their primary driver of customer retention.
Bringing up the rear was Marketplaces and Comparison Shopping Engines with 8% and 11% respectively. This was of interest to me, particularly the lack of focus on comparison shopping engines, as at this point the customer is surely thinking about changing provider.
Does the travel industry think that once the customer has decided against using a company, that they never will? Surely a solid strategy in this area could claw back some of your customers, who are clearly still interested/making the purchase decision. Instead many are opting to just hand the custom over to their rivals. What do you think?
By Alexander Clark
A former member of the Smart Insights team, I’m always on the look out to collaborate with the finest minds in Digital Marketing. Currently working at Silverbean, I have a distinctive interest in all things outreach, content, strategy, and measurement. If you’d like to get in touch, you can do so through my LinkedIn or Twitter accounts. When I’m not planning new campaigns and content, I love playing the Bass Guitar and Drums (not necessarily at the same time) also racking up as many hours as possible on Football Manager and the Rugby pitch.
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