Over the past couple of weeks, I’ve been inspired by the World Cup. The strategy of each game is what drives my enthusiasm, and I believe that coaches and players who are willing to take risks bring even more excitement to the game.

As I think about travel marketing strategies, I tend to see a lot of the same tactics over and over again: search, travel sites, email, TV, and magazines with some budgets for mobile, social media, and video. All of these channels have their place, but I envy the verticals that look outside the box and embrace branding with gusto. CPG clients find moms across a variety of different sites, such as MSN Entertainment, MSN Games, MSN Lifestyle, Glo, Wonderwall, and Delish. Auto clients look to Xbox, FoxSports, MSN Money, MSNBC, and MSN Movies for their affluent audience.

Slowly, Travel advertisers are starting to look outside traditional ROI-driving sites to find their audience. We’re starting to see clients move their outdoor budgets to in-gaming advertising on Xbox, find niche travel audiences for cooking vacations on Delish, and discover adventure travelers on MSN Health & Fitness. We’re moving in the right direction, but I’d like to see more Travel advertisers taking risks -- just like those World Cup players.

To ensure these branding strategies result in new business on your site, here are some things to consider to increase consumer engagement and conversions:

• Be sure your metrics are realistic and in line with industry and specific segment trends.
• Make sure that even the least tech-savvy people can move around the site with ease. When you’re a part of the industry, it’s easy to lose sight of the basics.
• Use your loyalty program. If you haven’t already, ask your most loyal fans what they like and don’t like about your site. Keep the survey brief and simple!
• Make traveling through your website a personal experience. Segment your audience based on new or past travel, demographics, or previous behaviors.

Whether you provide a more personalized shopping experience for customers or use new, engaging venues to make a fresh introduction of your brand, these are great ways to up your game.

Thanks,

Geraldine

Microsoft Advertising Travel Industry Specialist

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