Attracting traveller with moments of inspiration
As people search for holidays online, they want to be inspired. They have virtually limitless options, but the choice comes down to a feeling that a particular holiday is the right one. Travel and hospitality companies must provide a powerful experience with just the right information to inspire people—and stand out from the competition.
James Villa Holidays knows how important it is to stay relevant to its customers. The company launched in 1984 with a single rental property in Lanzarote, one of the Canary Islands off the coast of Northern Africa. Today, as part of The Awaze Company, James Villa Holidays boasts 3,000 villa properties across Europe, the Caribbean and Florida. It has provided more than 540,000 holidays for customers, offering flights, car rentals and other types of private transportation, in addition to rental properties.
Over the past 35 years, James Villa Holidays has adapted to a quickly changing travel and hospitality industry by keeping its focus squarely on customers and using technology to its advantage.
“Our customers have very high expectations, so relevance is key,” says James Drake, Paid Search and Analytics Manager at James Villa Holidays. “When they don’t immediately see what they’re looking for on our website or ads, they’re very quick to click away and browse the competition. We want to keep them engaged, so they don’t feel like they’re wasting their time.”
To attract customers, James Villa Holidays needs to know what customers want—for example, what type of holiday they’re looking for, which destinations pique their interest, when they want to travel and what their decision process looks like. The company targets a broad audience, including large groups, families, retirees, young couples and LGBT traveller, so sending messages that resonate with each can be a challenge.
“We need to reach a wide range of people, all with different ideas about the perfect holiday,” says Martyn Ansell, Head of Digital Marketing & Ecommerce for James Villa Holidays. “By integrating Adobe Advertising Cloud with Adobe Analytics and Adobe Target, we’re gaining audience insights we can use to improve the experience and attract more customers.”
Part of Adobe Experience Cloud, Adobe Analytics and Adobe Target are new additions to the James Villa Holidays technology platform. The products replace siloed Google Analytics and QueBIT tools, bringing paid search and web analytics data together for the first time and providing a clearer view of customers wherever they encounter the James Villa Holidays brand.