Travel and Hospitality Marketing: Prioritizing the Customer Experience
The fluctuating economy leading to job and spending uncertainty, shifts consumer preferences in ways that significantly impact marketing strategies - especially in Travel and Hospitality. To stay ahead, Brands need to rethink how to engage with customers to maintain their loyalty and their business. Here are some strategies to keep in mind as marketers prepare for the holiday season and approach 2025.
What Travel and Hospitality Marketing Can Expect in 2025
In order to prepare for the new year, marketers need to understand their consumers and evolve to meet them where they are at. Recent trends from The Digital Project Manager and The CMO show that:
Sustainability is Non-Negotiable
For the travel industry, that means greener options like eco-friendly accommodations, low-carbon flights, and transparent sustainability practices. Marketing this effectively builds stronger brand loyalty. Iberostar Group, a global hotel chain, is a leading example of a travel brand that practices sustainability. They’ve launched their Wave of Change initiative, which focuses on reducing their environmental impact by: eliminating single-use plastics, promoting responsible seafood consumption, and improving coastal health. By 2020, all of their hotels became free of single-use plastics, and they’ve been actively working to preserve marine ecosystems by sourcing 100% of their seafood responsibly by 2025.Personalization is Key
People want experiences tailored specifically to them, and they expect brands to know their preferences. Predictive AI and hyper-targeted campaigns make this possible. In the travel industry, it’s about crafting customized journeys that feel unique to each customer. A great example of a hospitality Brand utilizing these efforts is Four Seasons Hotels and Resorts. They use detailed guest profiles, collected over time, to tailor the entire experience to individual preferences. From favorite room settings (such as specific pillow types and room temperature) to personalized welcome amenities like a guest’s favorite wine or snacks, Four Seasons creates a seamless, tailored experience from check-in to check-out. They also ensure that it is consistent from stay to stay, so that wherever the guest resides they can expect the same experience.A Seamless Digital Experience is Expected
Frictionless, tech-driven interactions—from booking to payment—are no longer perks but necessities. A Brand’s digital presence has to integrate across all channels, providing customers with a smooth, efficient experience whether they’re on mobile, desktop, or in-person. The Marriott International chain’s Marriott Bonvoy app is known for making the hotel experience digitally seamless. The app allows guests to book rooms, check in and out without visiting the front desk, use their phones as digital keys, and request services like room cleaning or extra towels. Additionally, the app also tracks guest preferences and makes customized recommendations based on past stays to personalize the experience for users.Revamped Loyalty Programs
Customers want more than rewards - they want experiences. Hilton Honors is a prime example of a travel brand that has reshaped its loyalty program to be more experiential through partnerships with companies like Live Nation and Lyft. Members can redeem points not just for free stays, but for exclusive, once-in-a-lifetime experiences, such as VIP concert access, meet-and-greets with artists, or private culinary experiences.‘Bleisure’ Travel is the Newest Craze
Work and play (or business and leisure) is now possible for people, so Brands need to market to business travelers by offering packages that cater to both work-from-anywhere professionals and vacationers in one fell swoop.
No matter what industry you’re in, the key to getting ahead is to combine sustainability, personalization, and cutting-edge tech to deliver unforgettable customer experiences. Senior marketers in travel and hospitality should be reimagining their strategies now to stay ahead of these evolving expectations.
Whether you’re an Agency or Brand marketing leader, or the point person (Account Services/Project Manager) in an Agency-Client relationship, it’s important to make people feel valued. We’ve compiled notes from countless conversations on what makes a relationship sustainable, and what can ruin it. Check it out!