In this breakout session video recording from Skift Global Forum, Jason Glas, Head of Travel, US at Criteo and Pauline Rigaudy, Client Partner, Travel, EMEA at Criteo join Skift for a discussion about the evolution of loyalty and advertising in this new customer landscape.
In this video:
- The importance of loyalty: Travel brands need to stay top of mind, even when people aren’t traveling. Loyalty today isn’t just about accumulating points as part of a traditional program. It’s more about relevant, 1:1 messaging.
- Experimentation with real-time data: At this moment during Covid-19 when all travelers are more hesitant to buy, travel brands must be willing to experiment with how they use real-time data to deliver the right message, in the right channel, at the right time.
- Answers to key questions: What changes in consumer behavior do we need to be aware of? How can travel brands rethink their marketing strategies? What does the future of travel advertising even look like?
High-value individuals that make up a company’s loyal customer base have always been a crucial component of any business strategy. But at a moment when safety concerns and travel restrictions are impacting travel behavior, it’s more important than ever for travel brands to be willing to adapt their offers and messages to whatever channels are being engaged with.
Republished from Skift.com
