Travelers are inundated with content & offers from airlines, travel, and hospitality companies.
In fact, a recent Boxever survey of more than 500 US consumers who travel found that on average, more than 70% of consumers receive multiple sales and mobile communications from travel companies each day, with nearly a quarter of that group receiving 6 or more offers daily. For consumers that primarily identify as business travelers, the problem can be even worse; 11% of business travelers report receiving at least 11 travel-related offers each day.
For travel companies, marketing their available services, promotions, and ancillaries is critical to the maintaining momentum of the business. But not only are travel companies sending out hordes of messages, they may not be having the desired impact:
- 55% of respondents said most (75%) of the travel offers they receive are irrelevant to their needs and preferences.
- The percentage is slightly higher (58%) for business travelers.
- 59% of respondents said they would unsubscribe from that company’s content
- Younger travelers are even quicker to pull the trigger after negative engagements with brands. Compared to the general population, millennials are 13% more likely to unsubscribe from a company’s content
- 5% are less likely to open the next offer
When organizations inundate customers and prospects with irrelevant offers, they lose the opportunity to potentially ever market to that base again – and miss out on additional revenue opportunities: 39.8% of the survey respondents deliberately stated they’d be less likely to buy from a company who sends them multiple communications that are irrelevant and don’t meet their needs.
That’s the opposite effect travel marketers want from their efforts. Why the disconnect? The survey revealed there’s a significant disconnect between travelers and travel companies around the data that would make more relevant and timely offers possible. More on this in our next post.
In the meantime, for the full survey results, download Boxever’s report, Grounded by Untargeted Marketing: Travelers Frustrated with Airline, Travel, and Hospitality Communications. Short on time? View the infographic.