An illustration of the biggest cities in the world, which are possible to visit because of the travel industry.

How can the travel industry improve its digital marketing?

There are a lot of brands that exist in the travel industry. And a wide range of different niches has been created throughout. Online travel agencies and aggregators make booking a flight as easy as possible. Bloggers share their experiences that inspire their readers to explore like they do. And the airlines themselves make sure all of this is possible by getting their customers from point A to point B.

Overall, the travel industry is booming. According to Smart Insights, Sales have seen a 6% increase this year. But a big blind spot among within this industry seems to be how they approach digital marketing.

The Travel Industry Fails at Creating Brand Loyalty

For an industry that’s mastered e-commerce in such a profound way, the flaws of their digital marketing are confusing. Customers use the product, but they aren’t engaged and consequently have no brand loyalty. Additionally, the programs that reward customer loyalty have been in decline since 2012. The lack of brand loyalty even effects the most high-end airlines. Think With Google recently found that only 14% of leisure travelers book the airline that came to mind when they started their research.

A smarter digital marketing approach would improve brand loyalty. Companies that have a blogging presence see greater success. It’s a boon for generating site traffic. If more travel companies embrace blogging as a legitimate platform, they would see their loyalty rise.

What the Travel Industry Gets Wrong With Email Marketing

A recent study conducted by the IBM Marketing Cloud ranked different industries based on their email marketing. Of the 18 industries, travel was ranked 12th overall. Their unique open rate is only at 22.7%. IBM points to a high frequency of sending emails for this low percentage. Too many travel companies send multiple emails per day. This requires time to open and can be annoying for customers. Implementing a less invasive strategy would better keep a customer’s attention.

While the travel industry continues to grow, a savvier marketing plan needs to be put in place. Without one, the conundrum of increased sales growth despite porous brand loyalty will worsen.