Creative design services for the travel sector
Creative design services for the travel sector
Our planet presents a dramatic and often changing landscape. There’s no shortage of exciting places to visit and experience. Change and drama are very much evident in the business landscape for the travel industry too.
At The Creative Tree, we can help travel brands, tourist boards and transportation companies reach out to their audiences creatively. Building on current trends and demands, we develop engaging marketing and advertising materials that promote the experiences travels crave.
In the following article, we explore how your marketing and promotional campaigns can leverage the fast growing awareness for eco sensitivity and sustainability issues in the travel sector and how these along with greater experiential type holidays can be used positively to engage and attract a new generation of travellers.
Travel, an exciting and challenging industry to be part of
It’s probably fair to say that the travel industry is facing a good few years of recovery after recent events. Business must go on though for those brands that have weathered the storm of the past year. The challenge though, isn’t just with travel restrictions, it’s also with the expectations of the traveling public.
The travel experience is not the same as it was just a few years ago. We all got used to the tedium of additional security requirements. Now though we have the addition of health checks and travel restrictions placed on us by an epidemic.
It’s also probably fair to say that with an increasing world population and increasing globalisation, the chances of new epidemics also increase. So, the point is, this probably won’t be the last one, indeed, it may be just the beginning. As such, the world will need to adapt, just as we have adapted to new security requirements over the past 20 years, People still need to travel, not just for pleasure, but it’s critical for business too.
Where personal travel for holidays is concerned, the drivers for travel and subsequent expectations are evolving and this needs to be reflected in the promotional materials travel companies use. There’s been a trend for a while where travellers look for more experiential travel. This means that the traveller, while happy to spend sometime sitting in the sun and relaxing, also wants to explore local culture through history, cuisine, geography and adventure. Holidays are becoming more dynamic. Your promotional materials need to explore these areas creatively and succinctly, so as to get your message across effectively.
Travel has become less about visiting a destination and more about what to do while one is there, but in a much more dynamic way than before. Travellers are often on a tight budget and with tight timescales, juggling work and family life. Many families are forced to travel at quite specific times of the year to fit in with other factors such as schooling and work arrangements. The result is a travel audience looking to extract as much out of a holiday as possible.
It’s not so much where you go, but what you do when you get there
Choosing a destination is still the most likely the prime starting point in travel planning, but the focus quickly turns to what somebody can do while there. This presents an opportunity to go further than the typical report experience packages one finds on holiday. However, there’s certainly groups who have active sporting or other less intense activities in mind. For this niche, it’s very much about what to do and finding the best destination to do it.
While age group demographics remain largely the same, such as older ‘silver surfers’, traveling families, single parents, singles in general, solo travel is on the increase, particularly female solo travel.
Even though older travellers tend to look for more laid back experiences, that doesn’t lessen the need for these to be more experiential, presenting more opportunities to explore local culture within the bounds of capabilities of the age group.
Segmenting the audience across age, destination and interests provides a wealth of opportunity to develop creative marketing messages and online experiences that promote highly specific holiday experiences to very specific groups. Of course, this isn’t new. However, the mechanisms to reach these audiences are changing, evolving through the development of social media and online experiential websites. Furthermore, the growing consumption of travel information through mobile devices and the growth of personalised, contextual advertising, presents the opportunity to reach people ‘in the moment’ and when they are most receptive.
The key is in creating and presenting the right information to the right people in the right way, and in this case, satisfying both curiosity and desire, and developing that into an outcome where the recipient take the action you desire. Tis is why it is so important to create very specific campaigns, targeting age, requirement, capabilities and interests. This is where The Creative Tree team can assist your travel related brand.
Growing sustainability and eco sensitivity issues to consider in your promotional campaigns.
More and more now, resorts are becoming seen as cultural gateways to a destination. Resort brands are starting to understand that they are not only local employers, but that they have an opportunity to become cultural gateway ambassadors too, and as a consequence, have a responsibility to ensure that the local communities they are part of benefit positively from their presence and the footfall of tourists they introduce.
The growing need to recognise sustainability and eco sensitivity issues works well with a growing public awareness and desire across most demographic groups to do good when they travel. In short, people are starting to wake up to the world’s problems and the damage done in popular tourist spots around the world. Presented with an opportunity to contribute in a meaningful way, a growing number of people are rising positively to the challenge.
As such, quite a few eco oriented travel firms have set up in recent years and promote holidays that are focused on engaging positively with local culture and eco systems: from eco oriented excursions such as safaris, to staying in resorts that focus entirely on sustainability practices and helping local communities. One example is the Marriott 360 program.
The travelling public can contribute by not only bringing much needed revenue to these locations, but also through promoting awareness for the issues these destinations face. The simplest way this happens is through education and the sharing of experiences. Social media plays a crucial role in this, because of its immediacy and global reach.
Incorporate this topical information within your marketing and promotional materials in ways that demonstrate your organisations commitment to reduce its ecological footprint, and adopt sustainable practices throughout. This will aid in attracting a growing number of eco aware travellers. Creating an experience on a branded website, for instance, that reflects the experience travellers can expect, is a powerful call to action for any marketing or promotional campaign.
Some ideas as to how to creatively engage your audience more dynamically
Here are a few ideas as to how to translate some of what we’ve discussed above into tangible action and also areas we can assist with.
- Use ads on social media that lead to focused landing pages that explore the specifics of a destinations key activities and experiences.
- Use dynamic images and video in your ads, either through Google, Facebook, Instagram and Twitter.
- Target specific interest groups, such as gastronomy, local history, sporting activities, points of culture, architecture, wildlife, photography, etc. The more specific the message and the more specific the ad landing page is, the more effective the ad and the higher the quality of the response.
- Use QR codes in ads that lead the audience to an experiential page either on a website or facebook. The page can used mixed media and share other visitor’s experiences.
- Use an augmented reality app, where by somebody who received printed material, such as a brochure, can, through their AR enabled phone, hover over an image and see it come to life as a video. This is a great way to table a potential visitor to be made aware of a destinations experiences and also a way to engage the visitor in local eco and sustainability activities.
If you’re interested in exploring how the Team at The Creative Tree can assist in the creation of more dynamic and experiential marketing and promotional materials for your travel organisation, call us today to discuss on 01932 850 122.