The next few months of 2021 will be a decisive moment for travel marketers.It will be crucial to target messaging that is based on travel readiness as brands identify which customers are more likely to book an overnight stay and who are most eager to fly to the other side of the country.Travel marketers require more precise, detailed data than ever to target people and build deeper relationships with them.People are in desperate need of a vacation, despite the fact that anxieties are high this season.What does the new norm look like in acquisition, loyalty marketing and experience as both anxious and cautious travelers emerge from lockdown?AcquisitionIt's not as easy to book a vacation now than it was in the past. In the old days of travel, consumers would dream of Hawaii, find a few hotels and book a flight to get there. To understand the preferences of travelers, it is important to dig deep enough into their preferences to determine what makes them feel at ease and comfortable enough to book a hotel stay.Our research shows that 29% of eager travellers (i.e. those who plan to travel this summer), book via travel websites when they want the best deals. Consider how hotels and airlines can highlight the savings by booking directly.15 percent of travelers also say that they will travel if they see other people traveling. Travel marketers should be making more efforts to encourage visitors to share their experiences and destinations with their family and friends.This is especially important for eager travelers who more often than not use social media to plan their trips and find research.Additionally, 21% of both anxious travelers and cautious travelers (i.e. those who wait until October to travel) report that their likelihood of reviewing a cancellation policy has increased. This could make or break a booking. Travel brands must pay attention to how they can ensure that customers are safe.ExperienceThe first step in booking a trip is to book it. Travelers who have not spent more than a year away from their homes need to feel happy about the trip.Only 35% of both anxious and cautious travelers agree that the primary reason they book travel is to spend more time with their families. Travel brands need to emphasize the importance of family reunions in their advertising.Brands should also acknowledge the creative contributions of family members, especially since both types of travelers tend to be more open-minded than the average traveler.A third of anxious and cautious travelers also rank pleasure as their top travel value. These travelers are looking for fun after a hard year. They want to be relaxed.A third of the eager travelers would be willing to spend more on luxury. Upgrades should be available for travel brands.LoyaltyAfter the first trip is completed and travelers feel confident that they have done a good job, it's time to encourage them for the next. Reminding travelers of their miles that they are still eligible to redeem may not be enough to rebuild loyalty, as almost half of each group haven't stayed at a hotel for more than a year.We are right back to where we were. Nearly 25% of both anxious and cautious travelers rank best price as their top consideration when booking flights, while more than 40% list price range as their top consideration for hotel stays. Also, it's all about deals, deals and more deals.These travelers will return to your brand if they are offered deals. Travel brands might consider offering loyalty programs that allow them to break out their stay once, twice, and get a third free offer.Travel brands must keep up with the times. Travelers will be back on planes and in hotels over the next few months. They expect brands to recognize what they've gone through over the past year and to meet them right where they are on their return to normal life.Brands must constantly update the insights that drive their campaigns in order to do this.
