What are the best strategies for targeting leisure travelers based on their travel history and preferences?

1 Use data to create personas

One of the most powerful tools for targeting leisure travelers is data. By analyzing data from various sources, such as booking platforms, social media, surveys, and loyalty programs, you can create detailed personas that represent different types of leisure travelers. Personas can help you tailor your marketing messages, offers, and experiences to the specific needs, interests, and goals of each group. For example, you can segment leisure travelers based on their travel frequency, budget, destination, activities, and companions.

2 Leverage personalization and automation

Another key strategy for targeting leisure travelers is personalization. By using data and technology, you can deliver personalized and relevant content, recommendations, and offers to each leisure traveler based on their travel history and preferences. For example, you can use email marketing, retargeting ads, or chatbots to send customized messages that match the traveler's stage in the customer journey, such as inspiration, planning, booking, or post-trip. You can also use automation to streamline and optimize your communication and engagement with leisure travelers, such as sending timely reminders, confirmations, or feedback requests.

3 Build trust and loyalty

A third important strategy for targeting leisure travelers is building trust and loyalty. Leisure travelers are more likely to choose brands that they trust and that offer them value, convenience, and satisfaction. To build trust and loyalty, you need to provide consistent and high-quality service, products, and experiences that meet or exceed the traveler's expectations. You also need to communicate clearly and transparently, especially in times of uncertainty or crisis, such as during the COVID-19 pandemic. Moreover, you need to reward and incentivize your loyal customers, such as by offering discounts, upgrades, or loyalty points.

4 Encourage referrals and reviews

A fourth effective strategy for targeting leisure travelers is encouraging referrals and reviews. Leisure travelers are influenced by the opinions and experiences of other travelers, especially their friends, family, and peers. By encouraging your satisfied customers to refer your brand to their network or to leave positive reviews on your website or social media, you can increase your brand awareness, reputation, and credibility among potential leisure travelers. You can also use referrals and reviews to generate user-generated content, such as photos, videos, or stories, that showcase your brand's value proposition and benefits.

5 Create memorable experiences

A fifth and final strategy for targeting leisure travelers is creating memorable experiences. Leisure travelers are looking for more than just a trip; they are looking for an experience that enriches their lives, connects them with others, and makes them happy. To create memorable experiences, you need to understand what makes your leisure travelers tick, what emotions they want to feel, and what stories they want to tell. You also need to offer them something unique, authentic, and meaningful, such as by incorporating local culture, nature, or social impact into your products and services.

6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?