PSFK researchers explore how agencies can inspire a new generation of advertising content that invites audiences of any industry to engage on a deeper level and enter the path to purchase

The travel industry is rapidly changing, and agencies who work for large brands need to be one step ahead of the gam in understanding what are the evolving demands of modern travelers, and how to effectively provide them. Hospitality and travel brands have been reinvigorating their relationships with guests through new services and technologies that offer automated convenience, on-demand access and fully personalized, relevant experiences. Advertising agencies can look to this hospitality-centric framework to inspire a new generation of advertising content that invites audiences of any industry to engage on a deeper level and enter the path to purchase.

In our Travel Debrief, PSFK researchers analyzed a wide range of trends, and formulated a set of key takeaways for agencies looking to design future travel experiences:

Understand the consumer journey
Agencies should utilize data to track consumers’ purchase and behavioral patterns at every step
of the journey in order to tailor their advertising efforts around their needs and preferences.

Implement AI- powered chat tools
Agencies should use chatbots to perform a variety of different functions within the realms of customer service, interaction and various top of the funnel advertising initiatives.

Adopt a mobile-first mentality
As sales from brick and mortar decline over the next few years, agencies should adopt a mobile-first mentality that can more easily be synced to other technologies.

Take personalization to a whole new level
By looking to customers’ unique needs and preferences, along with past purchases and future goals, agencies can create personalized messaging that attracts consumers and cultivates a new level of trust and assurance.

Develop voice- optimized content
Agencies must begin optimizing content for voice search, so they can naturally interact with consumers that want information, to transact or to simply be entertained.

Engage with immersive technologies
As VR becomes ubiquitous and AR is untethered from the mobile screen, agencies should look to immersive technologies to engage larger audiences, communities and social circles through interactive content and compelling narratives.

The travel industry is rapidly changing, and agencies who work for large brands need to be one step ahead of the gam in understanding what are the evolving demands of modern travelers, and how to effectively provide them. Hospitality and travel brands have been reinvigorating their relationships with guests through new services and technologies that offer automated convenience, on-demand access and fully personalized, relevant experiences. Advertising agencies can look to this hospitality-centric framework to inspire a new generation of advertising content that invites audiences of any industry to engage on a deeper level and enter the path to purchase.