As summer approaches, the travel industry is expecting a significant increase in the volume of travelers. While the number of flyers has skyrocketed in the past few years, the rising cost of living, overall inflation, and plethora of flight issues has travelers rethinking their preferred method of travel.
Flights may be the best option for many, however other means of travel, such as trains and buses may have more benefits for other travelers. To influence their decisions, it is crucial for marketers to understand the preferences and needs of their ideal customers.
Adjusting the Plan of Attack:
As pandemic-era travel restrictions eased, airlines saw a boom in bookings. People were desperate to travel and prices were the lowest they had been in years. With little chance of the travel surge slowing down anytime soon, people are looking for the best deals and the most economical ways to get to their desired destinations, particularly domestically.
With record-high costs of living in the US, more travelers than ever are choosing to travel by land, specifically by train, or buses or their own personal vehicles. Largely, American consumers are making purchases based on the best deal they can find especially for leisure and non-essential items.
How can marketers reach those open to traveling by train or bus?
The key to marketing success lies in knowing the behaviors of your audience and targeting those who are demographically similar to loyal train or bus riders.
Recently, Semcasting was able to help one of the leading passenger transportation companies with targeting potential riders based on key factors such as route popularity and location. With our expertise, they were able to achieve a 31% incremental lift in revenue and experience significant success on their social campaigns.
We used the number of travelers for specific routes from the previous year as a base for our comparison. We then pinpointed the routes with the highest increase in revenue to locate where potential travelers may be coming from. Using that data, along with the ability to build a lookalike model of travelers through our AudienceDesigner by Semcasting (ADS) platform, we were able to add significant value to the client’s marketing efforts.
In addition, identifying ideal train or bus travelers requires advanced measurement capabilities that are able to deliver results in real time, to keep up with the rapid pace of the industry. Semcasting’s measurement capabilities allowed for quick adjustments during the campaign, saving our client both money and time.
Robust solutions such as ADS have the ability to measure campaign success in near real-time. Marketers can know exactly who is being reached with a specific advertising message and who is not, through reporting that is generated hourly, allowing for impactful, in-the-moment adjustments throughout the campaign lifecycle. This allows for swift optimization and limited budget waste.
Need help targeting high-intent travelers? Dive into Semcasting’s travel solutions to find the best fit for your summer travel campaign
Semcasting : Oct 5, 2022 3:01:32 PM
