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.
At Setup, we regularly conduct Agency Assessments where we interview Agencies and their past and current Clients about an Agency's performance, strengths, and weaknesses. Surprisingly, when the results are presented, Clients tend to comment about a lack of data-driven practices, or a need for more.
If data-driven decision making is so impactful, then why are some companies lacking in data usage?
The user's ability to share content privately (or otherwise known as "Dark Social") creates a blind spot for most digital marketers, almost embodying the same effectiveness as a TV spot or a billboard on the street. So how can marketers track the clues to measure what is behind closed doors or hidden in the shadows?
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.
With economic uncertainty, shifting consumer expectations, and evolving digital trends (AI, anyone?), it has become more of a challenge to sort budgets. Last year’s numbers may not be a great indicator of future success. One thing is certain, however: demonstrating the ROI from marketing efforts is crucial for brands to stay competitive.
Check out key budgeting challenges that marketers often face and practical solutions to help marketing leaders craft a stronger, more agile budget.
Gen Z is expected to have $2.7 trillion in global spending power, and its influence will only grow, projected to reach $12 trillion by 2030. They currently make up about 25% of the worldwide population. While Millennials have more established careers and spend more, Gen Z has the power to shape trends and is increasing its purchasing power as it continues to take over the workforce.
Gen Z is a big deal, and marketers need to pay attention.
Although Generation Alpha is not yet old enough to be purchasing leaders, this tech-savvy generation was the first born into a digitally established world, and their influence may cause marketers to change priorities and adapt to new tactics.
Many Agencies focus on B2C tactics but could be missing out on untapped B2B opportunities. Learn how you can apply the same powerful B2B strategies you use for Clients to fuel your Agency’s growth.
Agencies excel at helping businesses grow, but many fail to apply their own successful strategies internally. Explore why Agencies often struggle with their own growth and how to change that.
People overall are not feeling heard or understood. When that happens, team members don’t feel valued, and they usually leave a place of employment or end a partnership. We provide suggestions to improve culture, collaboration, and communication for marketing leaders, including our Team Building service.
Setup’s Manager of Strategic Partnerships listed his favorite Cannes Lions campaigns from Coca-Cola to Pop-Tarts and more, and the takeaways for marketers.
Being purpose-driven leads to stronger relationships with consumers rooted in trust, a positive perception of the Brand, excited employees and stakeholders who feel like their work has meaning, and more. By leaning into cause-driven marketing, Brands make a stronger impact, and gain more traction. Past studies show that consumers want Brands to care, especially when it comes to values that align with their own.
Through our research and discussions, we were inspired to point out a few ad campaigns that use their influence for good.
Here are five of our favorite marketing campaigns that amplify what it means to be purpose-driven:
Navigating the marketing industry often leads professionals to stick to either the Agency or Brand side, potentially limiting their growth opportunities. In our series, we delve into the experiences of marketers who have made the jump from one side to the other. Building on our previous exploration of transitioning from Client to Agency-side marketing, this time we interviewed Allison Turner, who has transitioned from Agency roles to becoming the Marketing Copy Manager at Floor & Decor on the Client side.
This journey highlights how working on both sides can enhance a marketer's skills and adaptability, making them more equipped to handle diverse tasks and challenges.
Traditional Agency searches are often long and expensive, involving high fees and months of vetting. Discover how Setup simplifies the process, delivering highly qualified Agencies in just a week—at no cost to the Client.
Transitioning from Brand-side to Agency-side marketing can be both rewarding and challenging for marketing leaders. This shift offers unique opportunities to enhance strategic thinking, creativity, and versatility while navigating the fast-paced dynamics of managing multiple Clients. Drawing on insights from marketing experts like Cami Albrecht and Elaine Fowler of Sagepath Reply, this blog provides essential advice for successfully making the switch and leveraging the benefits of both career paths.
Each year, we conduct the Marketing Relationship Survey with both Client-side and Agency-side marketers to uncover the latest insights on marketing challenges, innovative solutions, and industry preferences. This allows us to identify key marketing gaps and provide strategic solutions that simplify and enhance marketers' efforts. Reach about last year’s Marketing Relationship Survey.
What challenges are Clients currently facing alongside their agency partners in 2024?
Agency leaders and marketers in general are dealing with worldwide challenges like adapting to and adopting advanced technology and social platforms, budget constraints and showcasing marketing’s ROI, and navigating data privacy changes.
The 2023 Marketing Relationship Survey revealed that Delivery and Business Development remained a key challenge for Agency-side marketing leaders in the last year.
According to the 2023 Setup Marketing Relationship Survey, Word-of-mouth and Referrals consistently remain the most frequent methods Clients use to find new Agency Partners.
This has been the case for the last five years of the Marketing Relationship Survey.
What does this mean for Clients + Agencies? How can they optimize their efforts with this knowledge?
In the fast-paced world of digital marketing, it might feel impossible to keep up. Staying ahead of the curb is as important as having your morning coffee – miss it, and you might find yourself dozing off at the wheel.
You can’t go anywhere without hearing people talk about Artificial Intelligence (AI), but it isn't just a fancy buzzword; it's critical to making sure you aren’t missing key opportunities. Elaine Fowler, Director of Market Strategy, Experience & Marketing at Sagepath Reply, shares how marketers can best optimize AI to improve their marketing strategy.
According to the Setup Marketing Relationship Survey, Clients leaned more heavily into content creation and video in 2023 than previous years by 15%. Since video content is more accessible to all types of people and is easier to consume and understand in short bursts, it makes sense that Clients would take advantage of platforms like Instagram Reels, TikTok, and YouTube Shorts. What other disciplines have been a brand priority?
Marketers graduating from college often ask me whether they should pursue client- or agency-side opportunities for their initial job out of college. I tell them that in the long term, it is always best to get experience with both, but initially, a stint on the agency-side provides more opportunities to learn about different marketing roles, industries, and experiences than the client-side.
Joe Koufman, Founder and CEO of Setup, the matchmakers bridging the gap between agencies and brands, and Andrea Striebel, the VP of Marketing for Floor & Decor, share their thoughts on agency- vs client-side careers.
In the last 10 years, Setup has conducted five Marketing Relationship Surveys, connected over 800 Brands and Agencies, conversed with well over 1000 Brand-sides marketers, and enacted 50+ Agency Assessments for Agency partners. Here’s the secret: Clients just want to have good chemistry! But how do you develop it?
To celebrate women in the marketing profession and to continue highlighting them throughout Women’s History Month, we asked women marketing leaders to contribute to our Women in Marketing Series detailing their personal triumphs, tribulations, and advice about working in the marketing industry. Part 13 features leaders from Nationwide, NAPA, Neogen Corporation, and Pratt Industries, Inc.
It may be hard to believe today, but the Nike basketball sneaker department was hanging on by a shoe lace, struggling to make any headway against Converse and Adidas in 1984.
What steps did the Nike team take to put them back on the map? And how did Michael Jordan impact that success?
Our ongoing Women in Marketing series highlights marketing leaders from different backgrounds and industries who continue to innovate and push the boundaries of their role.
This segment features the advice and journeys of leaders from CVS Health, Prudential, and more.
After surveying over 300 marketers on both the Agency and Client side, we were able to determine that there is a disconnect between why Clients fire Agencies, and why Agencies think they are fired. By pointing out this misunderstanding, both parties may be able to communicate better to salvage relationships or grow from the feedback.
Dissatisfaction with an Agency’s value is the number one reason why a Client ends an Agency relationship. But do Agencies know this?
Evan Rosenthal, Setup's Business Development Manager and resident football fanatic, shares his take on the 2024 Super Bowl ads. As a company that focuses solely on benefiting and evaluating marketers, we've seen our fair share of ads. These were our favorite.
In this industry blog featuring the Technology sector, we have insights from a Cyber Technology + Services company, as well as a Wireless Services company, giving us a wide perspective of the innovation and next steps for companies protecting and expanding our networks.
The following responses are from Colleen Murphy-Gomez, Vice President of Marketing, iBwave Solutions Inc., and Noa Benari, the Vice President of Marketing at Sygnia.
Jake McKenzie, the CEO of Intermark Group, a leading firm in psychology-driven marketing, shares his thoughts on the Professional Services industry, and how marketers can improve their data use overall.
After over 20 years in the agency marketing world, Rhonda Beckmann, the SVP, Growth of Setup, shares her advice about what it takes to work in sales. In my career, I have discovered what separates the everyday salesperson from top-tier growth talent. It's not always a strategy that can be articulated, as most are just being their authentic selves. However, these inherent qualities are what make them stand out:
The holiday season means show time for a number of industries, meaning Brands need to be on their A-game. With fierce competition and distractions abound, how can your company leave a lasting impression during the holidays to maintain Brand loyalty during the holidays and beyond?