By Adam Ortman
The most wonderful time of the year is nearly upon us — especially if you own or lead a hospitality business and want to attract travelers during the holiday season.
But with everything else as busy as Santa’s workshop in December, how can you make sure your holiday travel marketing stands out?
According to a survey by AAA, more than 115 million Americans traveled over the 2023 Christmas and New Year’s holidays alone (Thanksgiving and other major travel dates notwithstanding).
And it’s not just about visiting family. While many Americans prefer to stay home during the holidays, about 6% of travelers took some much-needed R&R in 2023.
If you own or lead any kind of hospitality business, the holiday season offers an incredible opportunity to boost your bookings, fill vacancies, and build lasting brand loyalty. But to capitalize on this, you’ll need a robust marketing strategy that resonates well with the modern traveler.
In this guide, we’ll explore some innovative strategies that are sure to transform your marketing efforts and ensure that you’re on the nice list this season.
Utilizing Hyper-Targeted Programmatic Advertising
As a marketer, one of the best things you can do is to take advantage of programmatic advertising. This leverages data-driven insights to target potential travelers based on their online behavior, demographics, and past travel interests. It involves real-time bidding and precise ad placements that are tailored to specific audience segments.
The beauty of programmatic advertising is that it ensures your ads are seen by those most likely to book holiday travel, maximizing your return on investment and minimizing wasted ad spend. Just imagine targeting a family looking for a cozy winter cabin right as they begin planning their getaway — programmatic advertising makes this possible.
To get started with programmatic advertising, collaborate with a platform like Google Display Network. Use your audience data to build targeted campaigns, then continually optimize based on your performance metrics. For example, if you notice that 25-34 year olds engage more with your ads, you should allocate more of your budget toward that demographic. Even better, given the digital advertising targeting that exists today, you can target these individuals as they are actively ‘in-market’ for travel or vacationing.
Embracing Cross-Channel Campaigns for Maximum Reach
A cross-channel campaign spans multiple mediums, such as social media, search engines, email marketing, and display ads. This guarantees consistent messaging and a strong brand presence across all platforms where potential travelers are engaging.
Remember, travelers will engage with content across various channels, switching between different devices and platforms. Leveraging a cross-channel approach will help ensure your marketing message reaches your customers wherever they are, increasing the likelihood of conversions.
Use tools like HubSpot to manage and sync your campaigns. For example, you can run a Facebook ad promoting your holiday deals, create a landing page for visitors to provide information, and then follow up with an email campaign to those who clicked but did not book.
Capitalizing on Mobile Advertising
Make sure you prioritize mobile-friendly ad formats and placements, such as in-app and mobile search ads. With more travelers planning and booking trips on their smartphones, mobile advertising is a non-negotiable.
Your website and booking platform must both be mobile-optimized. You can use mobile ad formats like Google’s Mobile App Promotion Ads or Facebook’s Mobile News Feed Ads.
As far as strategies go, try running a mobile ad campaign offering a discount for bookings made via the app, which will encourage users to book on the go. Pro Tip: Try to only use in-app promotions for upper funnel awareness driving or remarketing tactics. This traffic is often very cost-effective and great at reinforcing brand messages.
Implementing Retargeting Campaigns to Capture Late Bookers
The early bird gets the worm — but the savvy marketer gets the late booker.
Ensure you’re touching base with your potential guests across the entire timeline, using retargeting ads to re-engage users who have visited your website or shown interest in holiday travel deals. Retargeting will remind your visitors of your offerings and encourage them to complete their bookings.
Holiday travel planning often involves multiple touchpoints before a final decision is made. Retargeting keeps your brand top-of-mind for potential customers considering their options, increasing the chances of conversion, especially among those who end up dilly-dallying.
You can set up retargeting campaigns using platforms like Google Ads or Facebook Ads Manager. Create custom audiences based on website visitors or past customers. For example, if someone visited your site and looked at holiday packages but didn’t book, retarget them with a special offer to entice them back.
Incorporating Seasonal Messaging and Creatives
Tis the season to get creative! Tailor your ad creatives and messaging to reflect the holiday season, incorporating festive visuals and language that resonates with the spirit of the holidays. This can include limited-time offers, special holiday packages, or themed getaways.
It’s not just about having fun with things, either. Seasonal messaging creates a sense of urgency and relevance, prompting travelers to take action sooner rather than later. Aligning your media buying with seasonal themes helps your ads stand out during a competitive time of year.
How can you implement this? For starters, you can use holiday-themed imagery and language in your ads. Highlight any special holiday packages or limited-time offers. For instance, you could create an ad campaign showcasing a “Winter Wonderland Getaway” with festive visuals and a countdown timer to create urgency.
Leveraging Influencer Partnerships for a More Authentic Reach
There’s nothing more powerful than social proof, and influencer partnerships allow you to make valuable connections.
Collaborate with travel influencers, including micro-influencers, who have a strong following among your target demographic. Your partnerships might include sponsored content, social media takeovers, or co-branded campaigns highlighting your holiday travel offerings.
Ultimately, influencer marketing can amplify your reach and add an authentic voice to your campaigns. They also help build trust and excitement around your brand, especially when they share personal experiences that resonate with their audience.
Start by identifying influencers who align with your brand values and already have an engaged following. Reach out with a proposal for collaboration, whether it’s a sponsored post, a social media takeover, or a co-branded campaign. For example, you could partner with a travel blogger to create a series of posts showcasing their holiday experience at your property.
Sleigh the Competition This Holiday Season
Marketing holiday travel effectively requires a unique blend of strategy and a deep understanding of your audience. Ready to take your holiday travel marketing to the next level? Start implementing these strategies today — and watch your bookings soar. Happy holidays!
