Destination marketing organizations (DMO) need to attract visitors to their destination through relevant messaging, provide a breadth of relevant activities, and ultimately, get travelers to partake in tourism at their destination.
To stand out, travel websites need to use first-party data to appeal to the needs of each individual traveler and understand their preferences.
However, with audiences becoming more concerned with data privacy, obtaining first-party data requires transparency and trust.
In today’s dynamic marketing world, you have to capture an individual’s attention while marketing to a broad and often diverse audience.
As a DMO, you might have three specific goals for first-party data:
- Manage data usage and consent for first-party data collection
- Unify your customer data to have a rich understanding of the visitor’s preferences, history, and actions across platforms and channels
- Enable real-time personalization to serve up relevant travel information and experiences
We’ve outlined how a CDP can help you achieve these goals.
Leveraging consent management platforms for customer data collection
According to research by Skift, destination websites believe that travelers are willing to share their information, despite privacy concerns, to plan their perfect trip.
In part, this stems from the fact that DMOs are often asking for information that isn’t too personal, such as preferred weather or activities.
You collect data because you want to know whether a traveler wants to see museums or experience outdoor adventures. But data collection outside those preferences poses another challenge.
By leveraging consumer data compliance solutions, and asking for low-stakes information, you have an opportunity to collect data in a compliant way.
Take Holland.com, the Dutch Tourism Board’s main website, for example.
When GDPR rolled out, the company struggled to personalize the onsite experience to individual travelers. Only 28% of site visitors were opting into its consent policy.
To deliver a truly personalized web experience to visitors, Holland.com used BlueConic’s end-to-end consent management solution to manage consent on an individual level.
Specifically, the tourism organization A/B tested different consent messages and placements to find the optimal one. This increased its GDPR consent rate to 75%.
Harnessing the power of first-party data with persistent customer profiles
So, now that you have traveler’s consent to use data, you want to get a single view of the traveler by collecting their interactions with your website, track direct mail, email opens for your owned sites as well as partner and affiliate sites.
The problem is getting all your systems to talk to one another can be difficult.
But using a pure-play customer data platform like BlueConic can enable your teams to collect data on both known and anonymous users across touchpoints.
As a traveler explores your site or receives direct mail from you or your partners, data about their interactions and preferences are stored in a persistent profile.
For example, you send a “Surf & Scuba Guide” to John, whose mailing address is in your CRM system. John is also exploring family-friendly activities on your website and is not currently subscribed to your newsletter.
Using a CDP, you could nudge John to sign up for your newsletter to receive discounts on a partner’s surf shop, or to get the latest information on family-friendly activities at your destination, and in the process, collect his email address for further communications.
Using real-time personalization and individualization to drive website visits
Over one-third of travel companies who measure the ROI of personalized marketing surveyed in Skift’s Research found that personalized tactics generate significantly higher ROIs than non-personalized.
Personalization on websites is on the rise with DMOs. And there are a few easy (and effective) ways to personalize your website experience with BlueConic.
VisitBend.com, Bend Oregon’s tourism board, recently relaunched its website with a focus on personalization and saw a 15% increase in returning visitors.
To maintain transparency and build out a personalized experience, they encourage site visitors to create an account with them, save their itinerary, and save their preferences.
Using BlueConic, VisitBend.com builds persistent profiles of their visitors that update in real time with these preferences.
Visit Savannah, on the other hand, uses the traveler’s current location to dynamically change the destination of a pop-up message on their website. Using BlueConic, the “Flights from” destination changes based on a traveler’s location to facilitate booking a flight.
With a customer data platform like BlueConic, tourism boards can create meaningful, personalized experiences in a privacy-compliant, consent-oriented manner.
Whether you need to unify data across your online and offline channels and sources or cater to a diverse array of audience needs, BlueConic can help you gain the requisite single customer view you need to capably market to travelers based on that data.
Download our customer engagement eBook today to discover what your company must do to thrive in the increasingly privacy-conscious marketing landscape.