In the constantly evolving world of travel marketing, creating effective display ads is key to capturing the attention of potential travelers and fostering strong brand awareness throughout their purchasing journey. Display advertising plays a crucial role by engaging travelers and ensuring your brand stays top-of-mind as they plan, compare, and book their next trip. To succeed, it’s essential to be strategic in your campaigns, leveraging data, insights, travel trends, and creative best practices. Here are eight comprehensive tips to improve your display ad performance and connect with motivated travelers at every stage of their journey.
1. Adhere to your brand identity
Adhering to your brand identity ensures that your display ads are not only recognizable but also memorable for potential travelers. For instance, let’s take the example of the Westin Hapuna Beach luxury resort in Hawaii, which effectively uses language that evokes a sense of being pampered while showcasing an exclusive oceanfront view. This consistency in messaging and imagery helps establish a clear and cohesive brand image. By doing so, your ads will resonate with your target audience and create a stronger connection with them over time, leading to higher engagement and brand loyalty.
Staying true to your brand involves more than just using the right language and imagery. It also means aligning your ads with your overall brand values and mission. For instance, if your brand emphasizes sustainability and eco-friendliness, your display ads should reflect that commitment. This could involve showcasing eco-friendly accommodations, promoting sustainable travel practices, or highlighting your brand’s efforts to minimize its environmental impact. By staying authentic and consistent in your messaging, you can build trust and credibility with your audience, ultimately leading to better ad performance and stronger brand loyalty.
2. Utilize precise targeted marketing
Effective targeted marketing is essential for reaching the right audience at the right time. Every traveler is unique, and their preferences and behaviors can vary greatly. By leveraging precise targeting techniques, you can tailor your ads to meet the specific needs and interests of different traveler segments. Utilizing first-party traveler intent and booking data, you can connect with travelers based on factors such as their search history, trip details, and travel geography. This targeted approach allows you to create highly relevant ads that resonate with your audience and drive higher engagement.
Our team of digital media experts can assist you in building unique customer profiles, ensuring that your ads reach the right travelers. Whether you’re targeting luxury travelers, families with young children, or adventure seekers, precise targeting enables you to deliver personalized messages that capture their attention and inspire action. By understanding and catering to the specific preferences and behaviors of your target audience, you can optimize your ad performance and achieve better results.
3. Highlight captivating visuals
Captivating visuals are a powerful tool for grabbing the attention of potential travelers and conveying the essence of your destination or property. Your photos should work in harmony with your ad copy to tell an irresistible story that inspires travelers to imagine themselves experiencing your offerings. Our research indicates that stunning imagery significantly influences travelers, with 52% finding beautiful visuals in ads persuasive. By showcasing breathtaking landscapes, luxurious accommodations, and unique experiences, your ads can effectively capture the imagination of your audience.
In addition to showcasing beautiful imagery, it’s important to stay attuned to current travel trends and preferences. For example, according to our research, all-inclusive getaways and opportunities for relaxation are growing in popularity. You can leverage these trends by featuring photos of your hotel’s spa services or highlighting the convenience and appeal of all-inclusive stays at your destination. By aligning your visuals with the desires and aspirations of travelers, you can create more compelling and effective display ads that resonate with your target audience.
4. Emphasize inclusivity in your advertisements
Emphasizing inclusivity in your advertisements is not only the right thing to do but also a smart business strategy. By representing a diverse range of travelers in your ads, you can make more people feel welcome and encourage them to consider your destination or property for their next trip. Our studies have shown that 76% of underserved travelers believe it’s important for travel ads to represent people like them, and this number is even higher among certain groups, such as Black and Latino travelers. By authentically representing diverse travelers, you can build a more inclusive and welcoming brand image.
Addressing the challenges and pain points faced by underserved travelers should be a priority in all aspects of your business, including your advertising. This means creating ads that not only represent diverse travelers but also highlight the accessibility and inclusivity of your offerings. Whether it’s showcasing accommodations that cater to travelers with disabilities or promoting destinations that celebrate cultural diversity, your ads can play a significant role in creating a more inclusive travel industry. By embracing inclusivity in your advertising, you can attract a broader range of travelers and foster stronger connections with your audience.
5. Craft engaging and brief text
In today’s information-saturated world, it’s crucial to craft ad copy that captures attention quickly and delivers your message concisely. Your audience is inundated with information, so your message must stand out without being overly intrusive. Less is often more when it comes to text in your display ads. Writing succinctly forces you to get to the point faster, allowing your audience to grasp your message quickly and easily. By avoiding generic messaging and choosing impactful language, you can evoke your audience’s imagination and highlight your unique offerings.
For example, the ad campaign by Visit Phoenix effectively uses the phrase “room to wander” to convey a sense of wide-open landscapes and exploration with just three words. This concise messaging not only captures attention but also speaks directly to the desires and needs of travelers looking for expansive and adventurous destinations. By crafting engaging and brief text, you can make a lasting impression on your audience and drive higher engagement with your display ads.
6. Include promotions and incentives
Incorporating promotions and incentives into your display ads is a powerful way to capture the attention of price-sensitive travelers and encourage them to take action. According to our research, 5 in 10 travelers consider getting the best price an important factor when deciding where to shop and book their trip. By featuring promotional discounts or special offers in your ad copy, you can appeal to travelers who are looking for the best deals and create a sense of urgency that motivates them to book.
When developing your display advertising strategy, it’s important to ensure that your promotions and incentives are supported by content that highlights the uniqueness of your location and the experiences you offer. By combining attractive deals with compelling visuals and engaging text, you can create a multifaceted appeal that resonates with travelers on multiple fronts. This approach not only increases the likelihood of bookings but also enhances the overall effectiveness of your ads by appealing to both the rational and emotional needs of your audience.
7. Integrate multiple ad solutions
Integrating multiple ad solutions can significantly boost the performance and visibility of your display ads. By taking advantage of a full-funnel suite of solutions, you can create a cohesive and comprehensive advertising strategy that reaches travelers at every stage of their booking journey. For example, running native ads can help build awareness early in travelers’ planning process, while standard IAB display ads can draw in more travelers by appearing in a non-disruptive way throughout their booking journey.
Whether you aim to inspire travelers to consider your destination or prompt them to make an immediate booking, it’s essential to ensure your ads reach travelers at the right moments. Combining various ad formats and placements, such as native ads, standard displays, and off-site opportunities like YouTube, allows you to maximize your ad’s impact and visibility. By integrating multiple ad solutions, you can create a seamless and effective advertising campaign that captures attention and drives bookings.
8. Appear wherever travelers make bookings
Finally, ensuring that your display ads appear wherever travelers make bookings is crucial to maintaining a strong presence throughout their journey. This strategy involves placing your ads on a variety of platforms and websites where travelers are likely to plan and book their trips. By being omnipresent and strategically placing your ads, you can increase your brand’s visibility and reach a broader audience.
In conclusion, in the ever-changing landscape of travel marketing, crafting impactful display ads is crucial for capturing the attention of prospective travelers and maintaining strong brand visibility throughout their booking journey. Display advertising is vital because it engages potential travelers and keeps your brand in their minds as they plan, compare, and finalize their next trip. To achieve success, it’s important to be strategic with your campaigns, utilizing data, insights, travel trends, and best creative practices. These strategies ensure that your ads resonate with and captivate travelers. By adopting a thoughtful approach, you can improve your display ad performance significantly, ensuring your brand connects with motivated travelers at every step of their journey. Through strategic implementation, these tips help you optimize your advertising efforts, ultimately boosting your brand’s presence and performance in the competitive travel market.
