Targeting = Better Results
Delivering your message to those most likely to respond… the right buyers, markets, audiences & interests.
Focused tourism marketing campaigns help you grow your business, deliver your message to a curated set of engaged contacts and get better returns.
There are more than 22,000 travel trade buyer organizations in our network, with more than 150,000 travel agents, planners & operators. We’ve collected millions of data points to identify the right audience for your campaigns.
Here are just a few of the characteristics we call upon to identify your target audience:
Annual Passenger Volume
Affiliations & Attendance
Trade Show Participation
Sales Mission Contacts
Top Destinations Sold
Area of Consumer Origin
Preferred Travel Class
Interests by Theme
By Product Category
Group / F.I.T.
Meeting / Incentive
SMERF / Leisure
Student / Senior / Family
Domestic / International
Direct to Consumer
Wholesale / Receptive
We can take into consideration factors like the company’s self-reported annual passenger volume, marketplace presence which might include their membership in leading trade associations like SYTA - Student Youth Travel Association, NTA, US Travel, American Bus Association, etc. and their attendance at industry trade shows like IPW, World Travel Market, Travel South, OMCA, World Travel Market, ITB, sales missions, etc. In addition, we utilize a number of filter criteria to ensure that these companies actually plan & purchase travel product.
Here are just some of the available sort & filter options available only through the Relate Strategy Group:
Geography - where the companies are located, where the visitors are coming from and the operator’s self-reported top destinations. Some examples we’ve seen recently include:
Companies based within the US that send visitors to Europe.
Companies in Canada that bring visitors to the US
Companies located with a 6-8 hour drive of a certain destination or attraction that bring visitors to that area.
Companies that bring visitors from Asia & South America (or another global region) to North America (and vice versa)
Traveler Type - are their customers primarily students, business travelers, adult leisure, seniors, families, groups, independent visitors, etc.? Some examples:
Companies that offer student group tours
Companies that cater to senior groups
Corporate meeting planners
Companies that focus on independent leisure visitors like families, couples, etc.
Selling Style - how does the operator sell product? Do they sell to consumers directly, are they wholesale, do they sell online, to pre-formed groups, retail packaged tours, customized itineraries, etc. We can identify buyers like these:
Independent travel agents
Online travel agents like TripAdvisor, Expedia, Kayak, etc.
Companies that distribute product to independent agents
Receptive tour operators
Interests - are they interested in product categories like luxury, adventure, budget, corporate, attractions, events, music, religious, seasonal, food, heritage, nature, etc. Here are a few examples of how this can be used:
Companies that might be interested in a cruise, food tour or upcoming festival
Companies that should know about new meeting space in a certain destination
Companies that actively sell high-end luxury travel experiences
Those that would be interested in seeing a live performance or visiting a museum