Best practices for mobile marketing in travel and hospitality

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Mobile continues to be an increasingly important channel, not just for planning and booking, but for all stages of travel. To help travel companies harness the power of mobile marketing, Acoustic has released its “SMS as a Competitive Advantage” handbook, with key insights into messaging practices that can help maximize customer engagement and increase return on investment. .

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Mobile is one of the most effective ways for travel companies to share relevant messages with customers at key touchpoints in their travel journey – from dreaming and planning to booking and flying to the destination experience, with utilitarian services like reminders control and nearby activity recommendations.

According to Google, 71 percent of US travelers agree that they “always” use their smartphones when traveling. Given that Americans check their phones almost 100 times a day on average, it’s clear that travel companies must prioritize mobile marketing to strategically engage with customers throughout their journey.

While mobile is the primary travel planning device in much of the world, according to Skift Research, mobile travel bookings have yet to surpass desktop bookings in volume or value. As mobile usage continues to grow, travel companies should take this opportunity to develop mobile strategies that also support sales goals.

“If the tool used for research is not the same tool used to make reservations, it opens the door for consumers to lose momentum rather than convert,” said Kelly Owen Grover, vice president of growth at Acoustic. “To avoid this conversion friction, travel and hospitality companies must invest in the mobile customer experience. SMS and other personalized mobile communications not only ensure connection with consumers during those critical moments of conversion, they also allow companies to continue to drive value throughout the lifecycle. This presents a unique opportunity for the industry because they can continue those personalized communications while someone is enjoying the ‘product’ – the actual travel experience.”

The best way to capture the attention of consumers on the go, not just while in transit, but throughout their travel experience, is often through SMS messaging, which offers unmatched immediacy and boasts open rates of 99 per cent. Popular uses of SMS in travel and hospitality include flight alerts, hotel check-in alerts, gate changes, last minute deals on flights and hotel rooms, travel reminders or tips, program alerts loyalty and quick customer satisfaction surveys.

This handbook from Acoustic will help travel companies identify the right touchpoints to focus on, grow and enrich their database, develop the right copy and avoid common mistakes as they integrate SMS messaging into their mobile marketing strategy.

“Consumers today are inundated with marketing materials across channels, but SMS presents an opportunity for travel and hospitality brands to send hyper-personalized communications that cut through the noise,” said Grover. “When incorporated as part of a multi-channel marketing strategy, SMS can deliver significant ROI by improving the customer’s digital experience and increasing brand loyalty.”

In this manual you will also find:

  • Popular use cases to help travel companies harness the full power of SMS marketing
  • Tips to help travel companies use SMS marketing to increase customer satisfaction and revenue
  • Best practices for SMS marketing, with tips on timing, frequency, using triggers, testing and using mobile data for segmentation and targeting
  • Tips for getting started with SMS marketing
  • Resources to develop a complete mobile marketing campaign built around behavioral data from every source

This content was created in collaboration by Acoustic and Skift brand content studio, SkiftX.

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