(Thanks for your patience on this blog post here!)
The last part of my look at the TripAdvisor 2014 TripBarometer report reveals how travelers feel after they’ve returned from their vacations.
Here are the brief responses:
- Plan more vacations – 76% (66% globally)
- Introduce new food into diet – 55% (38% globally)
- Become more open minded and tolerant of others – 49% (45% globally)
- Have more appreciation for home city – 41% (34% globally)
- Focus more on relationships with friends and family – 31% (23% globally)
Four of these results from the post-trip time period seem to have a more psychological impact that relate to being a better person, citizen, family member or friend. But the most prevailing attitude is thinking about their next holiday, even if they may not be in a financial position to do so.
So does this mean that some of your travel marketing efforts should focus on getting those customers who just came back from one of your vacations to start planning their next one with you, too?
You’ll definitely want to take advantage of this scenario by sending an email auto-responder series that encourages them to book with you again (just a reminder - an email auto-responder is series of emails that regularly expose your message to your audience)
But don’t get too eager to send them one right as they’re coming back into their front door and need to recuperate from a long trip home. Instead, send them a “thank you” email for their choosing your company for their vacation.
Then, in anywhere from one day to six (sometime within the week), then send a sales pitch to them. You’ll want to get them when they’re thinking about their next vacation, but not be too pushy with trying to sell them right away. Consider offering a loyalty discount or frequent traveler discount as well. If you have a repeat customer’s club, mention that as well and maybe the benefits of joining.
In these emails, you might want to touch upon some of those other items mentioned in the survey, such as items two through five.
For example, talk about the different foods your customers may have tried on their trips. If you offer cycling vacations to France, mention the fresh baked breads they may have sampled from the local patisserie or the café meals they would’ve tried that they couldn’t get at home (variety meats or escargot, anyone?).
In another email, you may want to talk about how they’ve gained an appreciation for the French culture. Or finally had quality time to spend with their kids and spouse. Or how they like being at home, but they can also be ready for their next trip. Each of these can be used to help forge a great connection to your audience and customers.
No matter what you do to approach the ever-changing landscape of email marketing, make sure you address these travelers’ emotions and use them advantageously. Have a conversation with them – don’t address them with a sales pitch. And make them feel good about their decision to take another vacation with your company.
How have you used the TripAdvisor list of travelers’ emotions in your emails or other areas of marketing? Share your thoughts below!
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