5 Routes Travel Apps Can Take After Summer
Travel apps have it made in the shade during the summer. But what about when the leaves start falling? Here are five ways to make travel apps relevant all year.
Markus Malti, CEO of WeQ, writes in Adweek on Aug. 24 that “by prioritizing your mobile app user experience and your mobile ad strategy in the remaining months of 2018, you’ll be setting up your business and your marketing strategy for success in 2019.”
Malti says interest in travel peaks during the summer, and that shows in travel app use. We also ran another article about how search traffic (traditional and social) for travel and hospitality keywords also increases during the summer.
Keep Travel Apps Front-of-Mind to Capture Winter Dreams
Malti says though travel marketers blast customers using travel apps with marketing during June, July and August, they’re missing out on winter opportunities. Keep posting fresh content:
“Consumers tend to plan their holidays at the start of the year to ward off the winter blues.”
Consumers are using their smartphones to research travel and by 2021, half of them will be booking their trips there, he writes. So why not on your app, marketers?
While TripAdvisor is the most popular mobile spot for Americans, airlines and hotels can start work on making the path to purchase seamless and involving fewer clicks, Malti says. He suggests emulating Momondo’s UX.
Figure Out Your Travel App Goals
When Malti wrote for us in July, he said to test traffic sources and share analytics with customer acquisition partners. Now that summer is over, it’s time to revisit his advice. Also:
“Start by setting the right KPIs. What is the goal? Is it brand awareness or engaging users? Increasing volume or expanding reach? Align campaign messaging and targeting tactics with your chosen strategy to maximize your ROI, and ensure that you are looking at the full set of post-install events to better forecast future bookings, registration, listing of items, etc.”
Create Brand Awareness and Build Trust on the Off-Months
Malti writes for us that marketers should keep up with seeking customer reviews; continue to work on “social media and TV advertisements, or billboards and posters plastered around public transportation areas to maintain awareness and build trust.”
Work on Customer Engagement and Retention
Ask them about their trips. Could they review Monaco to help other vacationers? (Modify the question to suit your niche.)
Malti suggests in his article with us:
“Use in-app push notifications. The majority of travel apps, like Kayak, send an alert that advises users on the best time to book or find a great deal in their app.
“For example, offer an incentive such as a discount on the next trip booked if a user leaves a positive review or refers the app to a friend who installs. You can also time re-engagement emails and special offers around the end of the month (pay day) and combine these with retargeting campaigns (ads or emails) to users who have visited the site but haven’t booked yet.”
Notice Who Downloads Travel Apps and Doesn’t Use Them, Then Send a Notice During Summer
Take note now of who’s downloaded your app. While organic growth is great, those users may stay dormant for three months, even with your best off-peak marketing, writes Malti.
He adds in his piece with us:
“When the time strikes for users to book their holiday, and the market is particularly noisy with brand advertisements (Christmas, Summer, etc.), you can boost your ranking in the app stores — and beat fierce competition — by implementing a 'burst campaign' into your marketing mix.”
What do you think, marketers?
Please respond in the comments section below.
Related story: Hotel, Restaurant Social Searches Peak in Travel Months