Increase Revenues by 22% Using a Personalised Approach to Travel Marketing.

Personalisation20in20Travel

At Sagittarius our primary objective is to use data and insights to drive conversions and deliver results for our clients.

Over time we have evolved with current trends and, for the travel industry especially, this now requires developing contextual relevant and engaging personalised user experiences.

Customers want to be served with content that is relevant to them, they want their time on your website to be positive and the best way for brands to deliver this is to reduce the friction, make buying easy and personalise their journey.

Personalisation allows brands to improve the user journey by adjusting content to speak to the right people, in the right place at the right time; allowing you to deliver measurable, relevant experiences to improve performance and build brand loyalty amongst your key audience.

Implementing a personalised approach

The first step in creating a personalised approach is to outline your business objectives i.e. what the sales targets may be. Then you need to understand how your marketing objectives support these business objectives, for example, how much of the sales revenue is generated by your website and also what you want your website to achieve, hopefully this is to convert browsers to bookers.

Make sure that you've done your research, know who your current and targeted audiences are and also have clear SMART objectives so your results can be measured. This might be to increase the amount of direct 2-5 night bookings made to your hotels via the website, so your target audience would be those that are visiting your selected city or location on holiday.

With your audience determined you can then start to segment this based on your offering. For instance, if you’re a city centre hotel that offers restaurant and afternoon tea bookings and accomodation, each of these would be different types of visitors/ or as they are sometimes called, personas.

Once you have your personas identified, you can start to work on your profiles. Profiles allow you to segment your audience needs and wants so that you can better target them through personalisation.

Think about what type of content would engage them, what is their end goal when visiting your website and what is your most desired action from them. This could be a conversion such as booking a table for afternoon tea or a booking at your specialist seafood restaurant.

These profiles can then need to be fed into your website. This can be achieved through the tagging of content within your website for example, this is also where you would assign a specific persona/ profile interests also to each page on your website, this allows the site to determine types of people that are visiting your website based on their user behaviour and the content they are consuming.

Once you've invested your time in making sure your content is aligned to your types of visitors and target personas, you will need to leave this to start to collect some data. This will allow you to understand who is visiting what type of pages and consuming what types of content, which content converts into a desired actions, and what does not, enabling you to test, optimise and improve.

Alongside the above, you may look to implement personalisation which might include surfacing specific content and CTAs on your homepage based on these predetermined personas or actions they have completed such as a repeat customer coming back to your site for a second purchase. These CTAs could also include direct sales messages encouraging the visitor to book their dream trip to London, now that you know that's what they are interested in since they've visited that destination page on a number of previous occasions.

Once this is all in place, you can continue to surface relevant content and calls to actions where specified to users based on their actions; channeling them through the sales funnel to conversion.

We recently implemented this exact personalised approach with long standing client Red Carnation Hotels, using profiles, personas and content identification within the Sitecore platform and as a result they have since seen an increase in revenue by 22%.

Using the Sitecore platform, the inbuilt analytics and FXM (Federated Experience Manager) we were able to track both on and off-site behaviour including their other hotel websites; allowing us to deliver personalised content across the brands. Overall these content changes help increase ecommerce conversion rates by a further 9%.

If you would like to learn more about how your travel brand can harness the power of personalisation, get in touch, we would love to hear from you on 01233 467800 or email hello@sagittarius.agency

Whatever your business, be it a regional or global brand, the content you produce plays a vital role in your success. You know that… hence you’re reading this.

A well formulated and executed content strategy not only drives more traffic, at the core, it defines what your business is and helps build a strong connection between you and your audiences.

So let's quickly look at why developing a coherent content strategy is important and how setting clear goals and understanding your audience will elevate your online performance. 

What is a Content Strategy?

It's basic right? Content is at the core of how you define the way your business presents itself and an effective strategy should look to ensure that tone of voice, messaging and the core values are surfaced across all channels, from service or product pages on your website, to blog posts, through social media updates blah blah blah.

But let's keep it simple - your content strategy should be a clear roadmap that connects your marketing activities to your business goals. Align to your customer’s wants and needs and engage them at every interaction point and boom, you're in business. 

Who are my Audience?

You likely start all your projects with this chalked on the wall because your business knows “exactly” who its customers are right? Sounds obvious but we often find its not been done forensically enough (not based on data), is too old (more than 12 months ago - forget it) or its a spin off from some brand work that was legitimately aspirational but doesn’t face the reality of who you your business is actually engaging today.

So start (or circle back) with audience research, building out those personas to understand their ambitions, their lifestyle, their pain points or concerns, and crucially their wants and needs - in your context. 

Do I need to tailor content?

As part of your research find out where your audiences spend their time online and how they interact with content: Some may spend time thoroughly researching a product or service, whereas other audiences may want their content to be quick, snappy or easily digestible in the form of a video, infographic or short blog posts.

 

Ultimately, the key is to produce a strategy that creates the type of content your customers want to see:

  • What are the problems that your product or service will help them solve?

  • Who are they most influenced by?

  • What voices influence their behaviour?

  • What type of content do they consume?

  • Where do they consume content and engage with brands?

Different Content, Different Objectives

 All content is not born equal: When producing your strategy, it is important that the objectives for each individual piece are defined, that these fulfil your marketing objectives and tie to the overarching goals for your business.

There are various content frameworks that exist to aid content development in this way, but one that is popular and effective is Google’s hero, hub and hygiene method: It provides a framework on developing content to achieve different goals and gives guidance on the effort needed to create each type of content.

Hero Content

Hero content is essentially campaign content, it is big splash ideas designed to appeal to a large audience with the aim of telling your brand’s story at scale. 

Ways of measuring hero include the amount of PR mentions or links from authoritative domains plus social interactions and mentions of your brand across all channels. 

Considering the scale of hero campaigns, this content is not regularly produced and is reserved for peak promotional times where it’s important for a business to stand out from their competitors.

Hub Content

Hub content is the stuff that keeps your audience engaged, it expands on the themes of product or service level content, educates users and helps create a connection between themselves and your brand.

Hygiene Content

Hygiene content is the bread and butter of any website, it is the BAU content for products and services, it is SEO focused and targets important keywords at a product, service or guide level.

How do I manage all this?

Content development is only one part of the ongoing work needed when working with an effective content strategy. We call it “feeding the beast” because it really is the fuel in your brand vehicle and once you start you really can’t stop (if it’s delivering results) but that’s where performance measurement comes in.

Your greatest gift in managing the outputs from your hero/hub/hygiene style efforts is to understand If your content is working. To truly deliver results your business must first understand the objectives and goals of each piece of content to effectively measure its success. That as a guiding light from day 1 will let you slow down, speed up, stop or start new content briefs and projects.

Remember - content strategies are not set in stone. They are living breathing things and should adapt and pivot as insights become available and your brand naturally evolves.

If ever you want to chat content and explore new initiatives we’re always here to help.

want to speak to one of our experts?

 
Thumbnail-Naomi-Harper
Naomi Harper
Head of Marketing & Communications
Naomi is the agency's Head of Marketing & Communications with a strong background in Public Relations, events, Marketing and Brand campaigns.

Naomi joined Sagittarius in January 2021 to deliver exceptional external brand experiences, engaging internal communications and to assist with the driving of sales and the developing of relationships with key strategic suppliers.
 

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