Mastering Travel Advertising: Leveraging Automation and Localisation for Global Success

There are so many great possibilities for travel advertising, whether you are a car rental, an airline, a hotel chain or a travel agent. But, digital marketing does come with its challenges when the world is your playground. Your campaigns should be marketed globally, but adjusted locally. Add to that external factors, such as fluctuating prices and availability, and a very dynamic customer demand. How to overcome these challenges in travel advertising?

Campaign library

Local teams often miss the expertise or budget to create strong campaign concepts in line with the brand identity. Empower your local teams with a campaign library with ads that are ready to use. Cape’s input validation functionalities ensure that local marketers can only change those elements in the campaign that are essential for the local touch, such as product, destination ,local nuances, tones of voice, or the offer they want to promote. The in-tool authorisation management allows the global brand team to check the local ads through the intuitive interface, so global ads can be adjusted to the local campaign needs and can go live in no time.

Use a feed-based setup with localised feed-data, which can be applied for even faster automated concept creation. Hence, local markets only have to check the assets for final approval before publication. This way, your disclaimers, pricing, and visuals are all automatically in the right place. Businesses can also automate tailored campaigns using feeds based on data, such as live demand data, discounts, and the price vs the competition.

Tip! Activate Watch & Match. Watch what your competitors do and match their actions with counter promotions, set up in just a few minutes with campaign concepts and automate this process.

Feed-based setup

Prices and availability are constantly changing in response to differences in competition, events, weather, and more, to find the perfect balance between yield and bookings to optimise revenues. With a scalable feed-based setup for your year round campaigns, you don’t have to worry about real-time updates in your always-on campaigns - even for global campaigns that have dozens of local interpretations. Using feed-based campaigns, this can all be automated.

When you are already using feeds for real-time campaigns, why not use feeds in a way that makes your campaigns inherently smarter? Especially in an industry with low margins, we observe that businesses are actively looking to make campaigns smarter, by, for example, automatically pushing destinations that stay behind. Or automatically pause campaigns with low availability or an expected low conversion because of rising prices.