Addressable Advertising: An Upgrade for Travel Brands


Football and turkey. Ugly sweaters and gingerbread lattes. No matter what your association is, the holiday season is already in full swing. It’s a time of celebration and merriment but above all else, the holidays are about family. And whether that means reconnecting with extended family or skipping town to avoid your sister-in-law’s bad cooking, odds are some sort of travel is involved.

Much like retail, travel advertisers are also busy during the holiday season. As consumers have grown to be much more price-conscious and tech-savvy, travel marketers are increasingly challenged. They’ve needed to find innovative ways to appeal to multiple demographics while making the desired outcome, and overall experience, as seamless as possible.

When it comes to travel, every consumer has a handful of wants and needs that they factor into their final purchasing decision. This makes travel marketing significantly more complex than, say, gum marketing. To be effective, marketers must have a deep understanding of their respective target audience and the ability to influence them at every stage of the customer journey.

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