Why Identity Resolution and Triggered Messaging Are Essential for Travel Brands
Marketing to Squeezed Millennials
The job of a travel marketer can feel like a thankless task. While guests leisurely scroll through blissful beach breaks, casual city escapes or majestic mountains over an average consideration period of a lengthy 71 days, travel marketers must remain front-and-center for the moment booking day finally arrives. For travel brands, this lengthy consideration phase is both a blessing and a curse. On one hand, it provides ample time to connect with potential travelers. On the other hand, with so many platforms, competitors, and distractions, staying top-of-mind without getting lost in the noise is no easy feat. That's where identity resolution and triggered messaging step in to save the day. Let's dive into how these two strategies can supercharge your booking funnel and keep your brand top-of-mind for the entire 10-week planning marathon.
Identify the Traveler Behind the Screen
Let's start with the basics. Identity resolution allows travel brands to recognize individual users across devices, sessions, and channels. Why is this critical? Well, the average traveler isn't planning their getaway in one neat sitting on a single device. They're hopscotching between their phone on the subway, their work laptop during tiresome meetings, and their tablet while binge-watching Netflix. If you can't connect these dots, you're essentially starting from scratch every time they engage. This not only creates a fragmented experience but also reduces your chances of staying relevant. Travel brands that implement identity resolution can create cohesive, personalized interactions across devices-like remembering that someone was eyeing Paris flights earlier and serving them an irresistible deal on a boutique hotel in Montmartre later.47% - Almost half of marketing executives said they're turning to identity resolution partners
Tailor Inspiration at the Right Moment
The first 33 days of the consideration phase are all about inspiration. This is the "dream big" moment when potential travelers are open to exploring their options. Triggered messaging is your best friend here. When you know someone is exploring, say, Bali and has saved a few beachside resorts, you can send them an email featuring itineraries, Instagram-worthy locations, or blog posts titled something like, "5 Must-Try Activities in Bali for First-Timers." The key is to gently nudge them down the funnel without being intrusive. Triggered messages are sent based on actions the user has already taken-like visiting a specific page, adding a trip to their booking, or signing up for your newsletter. These timely nudges keep your travel brand on their radar and deepen their connection to your offering.69% - of marketing leaders are turning to owned channels - like email and text to connect with travelers
Show Up When Research Gets Serious
The research phase (days 34-71) is where it gets real. Potential travelers are comparing flight prices, reading reviews, and fine-tuning their itineraries. This is the moment to step up your game with hyper-relevant offers and solutions. By combining identity resolution with triggered messaging, you can ensure your communications are personalized and timely. For instance, if a customer has spent 15 minutes on your site comparing eco-friendly hotels in Costa Rica, follow up with a message like: "Spotted something you like? Book within the next 24 hours and save 15% on your stay!"Leverage Multiple Channels Seamlessly
Staying top-of-mind requires more than just email. To truly shine during the 10-week planning phase, travel brands need to meet travelers wherever they are-be it their inbox or text. Triggered messaging paired with identity resolution enables you to synchronize these efforts. Imagine a user looks up flights to Tokyo on your site, but they don't book. Later, they're scrolling Instagram, and voila! A carousel ad pops up featuring cultural experiences in Tokyo or discounted flight deals. This seamless experience reinforces your brand's presence across platforms.3-6x - By identifying more of a travel brands' website traffic without relying on cookies, Wunderkind can trigger emails that drive up to 25% of digital revenue