Travel brands should get their email systems in place prior to the anticipated market recovery later this year, judging by Data Pack Q1, a study by Criteo.
While 62% of consumers worldwide still fear the pandemic, 69% overall still plan to travel within the next six months.
Email will play a critical role in sustaining loyalty programs, providing earned points updates, booking confirmations, reminders, notifications and promotions.
Based on the research findings, the study urges travel marketers to highlight these offerings in their messaging:
- Refundable tickets, free cancellations
- Social distancing and sanitation measures
- Socially distant/travel bubble trips
- Pet-friendly accommodations
In addition, travel brands should target relevant audiences using their own data sets, with an eye toward privacy.