Elena Belousova, tourism promotion specialist and creator of the travel-marketing project. u, in her speech at TPAS2020, she spoke about the main trends in travel marketing, which are important not to miss for everyone involved in this business.
Before the outbreak of the pandemic, most travel companies were focused on handling people's pre-existing needs for certain products. For example, Yandex collected the hottest key queries for which applications can be received here and now, and on their basis they prepared advertising campaigns and content.
During the pandemic, the demand for travel services virtually disappeared. There was a time when, for one of the main keywords "tours to Turkey", the advertising issue did not show any ads. In this situation, it became clear that advertisers need to work along the entire chain of interaction with potential customers. And, among other things, about creating a need, making a person think about how and where to relax.
Despite the restrictions that have arisen, people continue to search for information related to travel and recreation. According to Yandex, more than 250 thousand requests are already related to various aspects of tourism in the current realities. People are wondering which destinations are already open for travel, what rules exist for entry and exit. By preparing content for such requests, you are actually working with potential tourists.
Elena offers several solutions for adjusting the marketing strategy in accordance with new trends.
One of the main consequences of the pandemic is a significant reduction in budgets by many companies. First of all, we are talking about the costs of marketing promotion. If entrepreneurs cannot refuse such items of expenses as salaries for employees and office rent, then it is quite advisable to cut advertising costs in times of crisis.
What to do in this situation and how to find new clients? Work with existing contact databases. There are quite a few options for such bases. In addition to the most obvious - data on the company's current clients - it can be:
Retargeting is the return of users who have already visited the site or liked posts on Facebook, for example.
Look-alike is a technology for finding people similar to your audience. It is much more efficient to search for an audience using the Look-alike algorithm than to try to independently select it according to some criteria.
As part of the report, Elena brought her own case [13:45], when the use of a look-alike audience helped to reduce the cost of a lead by 3 times.
Launch a business in a crisis, find an investor and open an international company for $ 300 - in honor of the launch of the Factory of Travel Products and Services acceleration program, we are talking about five travel companies whose experience can inspire entrepreneurs.
Destygo (now Mindsay) is a chatbot, a smart travel assistant. He can answer the most frequent questions and offer personalized company services. At the same time, the creators of Destygo - the French Guillaume Laporte, Ilyas Hisham and Pierre Peyky - have created an algorithm that is constantly being improved using machine learning technology.
Exactly a year ago, at the end of May 2019, it was announced that the startup had raised $ 10 million in Series A funding led by White Star Capital with the participation of previous Patech investors and clients of Mindsay Paris Aeroports and Accor.
The creators of Destygo believe that the best way to exceed high customer expectations is through communication. With bots powered by conversational AI, companies offer instant, personalized support. Despite the fact that the idea of creating chatbots is absolutely not new - the first appeared in 2008 - they had more disadvantages than advantages. Users were disappointed that the bot responds with a very meager amount of preprogrammed phrases and does not provide any useful advice or answers. Think, for example, of the scripts of the call center employees when you need to find out the answer to a question. The client interacted with the bot in much the same way - meaningless, but technologically advanced.
With chatbots powered by conversational AI, companies can offer instant, personalized support.
Today, the technologies used by Destygo have advanced a lot: the bot talks to the client using the context and responds accordingly - this is the result of continuous learning. When a bot hesitates to answer a question, algorithms analyze what could have gone wrong and how the conversation could be interpreted. For example, for Compagnie du Mont-Blanc, a French ski lift company, Destygo has provided a smart assistant that responds to the user based on weather forecasts and works with the operator to fine-tune responses.
Another striking example of the use of a conversational chatbot is the collaboration of a startup with Iberia. The Spanish airline hired Destygo to build its bot after it joined Hangar 51, a travel startup accelerator operated by parent company Iberia International Airlines Group. Iberia has linked the technology to data from its Iberia Plus loyalty program.
Today we know Aviasales as the largest metasearch for air tickets with a monthly audience of over 15 million people. The company is based in Thailand, on the island of Phuket, and in 2019 took the eleventh position in the ranking of the "20 most expensive companies on the Runet" according to Forbes.
The article proposes a scientific substantiation of the initiative to create the Saratov tourist and recreational cluster; analyzes foreign and Russian experience in the creation and development of tourist and recreational clusters; the scientific-organizational and cultural-historical prerequisites for the creation and development of the Saratov tourist and recreational cluster are identified, its components are systematized.