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2 min read

Where Are They Traveling To?

Travel & Tourism Advertisers Can Take Advantage of Semcasting’s New Suite of Travel Segments

Semcasting, the pioneer in cookieless targeting and identity graph solutions, recently released a Suite of Travel segments that includes insights from over 150 hotel brands and national and regional airports in the U.S., currently available in AudienceDesigner by Semcasting (ADS).

Over the last year, the travel & tourism industry has been increasing its marketing spend as more and more consumers are looking to beat their cabin fever and travel. According to Statista, the travel & tourism market is projected to reach $175.4 billion in 2022 and projected to grow to $211.10 billion by the year 2026. The largest of these travel segments expected to grow is hotels & accommodations. 

With an influx of travelers, how can travel & tourism marketers find the right consumers to deliver their marketing messages to? 

Using the Suite of Travel Segments:

  • Leverage a “competitor conquesting” strategy or reach customers who have visited competitors' brands. Using ADS, marketers and brands can specify the "look back window" of when a prospect visited the competitor's location
  • A local attraction may want to target visitors to a city to drive them to purchase tickets by targeting visitors at the neighboring hotels and even at the airport.
  • A credit card company may want to identify prospects who frequently travel to specific airport hubs to promote a Rewards Credit Card or even a customer loyalty card.
  • Applying other demographics from ADS, a marketer or brand can identify “business travelers” from “consumer travelers” and identify travelers who have the discretionary income to spend and are not impacted by inflation.

Suite of Travel Segments in Action

One of our most valuable data assets within the Suite of Travel segments is Semcasting’s discretionary income index, which measures a household’s buying power and the ability to afford to travel - something search behaviors or third-party cookies are unable to determine. Inflation sensitivity is a crucial element to consider when finding the right audience for your marketing campaigns because it could cause a significant impact on your bottom line. 

Semcasting uses a proprietary methodology to link the devices seen at these locations to the top home locations the device is most often seen. As this is part of Semcasting Device Graph, marketers can apply date ranges and additional demographic filters like Discretionary Income, Inflation Sensitivity Index, Digital Sensitivity Index, Life Stage, and even Title-Based Targeting.

With over 750 different demographic and affluence variables, ADS can help build a customized digital or direct mail audience of a brand’s ideal customer as well as distinguish households that are single or young couples, families with children, or even “Empty Nesters.” 

Accessing the Data Today

If you are an ADS Client:

  • If you are already an ADS client, you can begin accessing insights from the Suite of Travel Segments today in AudienceDesigner by Semcasting (ADS).
  • To locate the data, select Audience Design from the Main Menu Bar > Target Type – Business > Select the Travel & Entertainment Tile

Not an ADS Client:

If you are interested in exploring the benefits of being an ADS client or want to learn more, please visit us at https://www.semcasting.com/contact_us.

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