2: Make it personal.
Even more than other demographics, millennials want content to be personal and relevant. They not only appreciate personalised experiences — they now expect them. And while travel brands have always known that a little personalisation goes a long way, they should now consider themselves tasked with finding new, digitally empowered ways to customised-tailor experiences for individuals, at scale.
The biggest travel trends today, especially for millennials, revolve around personalisation and connectivity. By using analytics to create a whole customer view, travel brands can deliver dynamic and optimised creative targeted to specific customers and tailored to their needs in an exact time and place. And the potential rewards are significant.
“The implications are off the charts,” says Kevin Lindsay, product marketing lead for Adobe Target. For example, once a hotel knows the mobile-enabled guest has checked in, “You can cull details on their whereabouts and upcoming plans.” Which means brands can and should jump right in with thoughtful, customised offers, assistance and ideas to make their visit smoother and more exciting. It’s the kind of customer engagement that doesn’t feel overly promotional, but rather personalised and helpful.