The Three Ms of Travel Marketing

For many travel brands, it's all about the three Ms: mobile, marketing and millennials.

Nearly half of millennials (46%) planned a trip using their mobile in the past year, according to new stats from Signal. It's safe to say, then, that marketing to the group born in the 1980s, via the mobile device, should be top of the agenda for most travel firms.

Good news! As Econsultancy highlights, travel brands are having a fair amount of success capturing millennial interest on mobile. The digital marketing experts have highlighted exactly how some of the big guns – Airbnb, Booking.com, Secret Escapes, etc. – have catered to millennial mobile users.

Building interest

Airbnb has become an expert in engaging mobile users at the very moment they say in their heads "I want to go". Google calls these 'micro-moments', i.e. an intent-rich moment when someone acts on a need.

As millennials set about fulfilling their need to travel, there's a good chance they'll come across Airbnb's guidebooks, which act to build interest around a particular place. The guidebooks are sprawling documents which can see users "get lost in their online journey", Econsultancy notes.

Before they know it, they are checking out the best places to eat in their desired location, visualising themselves with a knife and fork (or chopsticks) in the city's top restaurants. They'd only planned on seeing how much the trip was likely to cost them... That's the power of inspirational content.

Offering a personalised experience

We've talked a fair bit about personalisation over the past 12 months or so, and for good reason: 22% of young travellers now desire a personalised and tailored experience on mobile, as per that new research from Signal.

On a basic level, personalisation might consist of saving a user's past searches and previously viewed hotels – as Booking.com does – which allows the user to come back to the website at a later date and book that hotel they spent 10 minutes viewing.

Similarly, Secret Escapes delivers personalisation through its 'Wishlist' feature, recognising the fact that travellers often transition across to a separate device to actually book their trip.

Promoting spontaneity

We all crave a bit of spontaneity in our lives, which is why 74% of mobile bookings are for same-day check-ins, as per Hotel.com findings. However, millennials need to feel like they're getting a good deal, otherwise they might have second thoughts about that spontaneous purchase.

It's a travel brand's job, then, to promote spontaneity by focussing on deals and discounts to entice on-the-spot bookings – much like all the big guns do. Take the Premier Inn for example, which offers a 'Flex' price, allowing users to cancel a booking at the last minute – there's no regrets when you can cancel without being charged.

Providing a seamless booking experience

It's not just good deals that travellers want – they want a seamless experience, too. More than two-thirds (39%) of consumers told Signal that ease-of-use is the thing they desire most from mobile travel sites and apps.

Essentially, then, a deal is only good as the user experience, so the more intuitive your search bars and geo-locational technology, the better.

Does your website need tuning in order to cater for millennials? Get in touch with Digital Trip today to see how we could help.