With smartphones dominating how travellers research, plan, and book their journeys, mobile marketing is no longer optional for travel and leisure brands, it is essential.
Travellers expect seamless, user-friendly mobile experiences tailored to their needs, from browsing destinations to managing itineraries. For brands in the travel and leisure industry, using mobile marketing strategies can significantly boost customer engagement, brand loyalty, and revenue.
Here are 10 tips to help you plan your mobile marketing strategy:
1. Responsive website design
Your website is often the first point of contact for potential travellers. Your website on a mobile device should be more than just a miniature version of your website—it needs to be a comprehensive, intuitive, and fast-loading ecosystem designed specifically for on-the-go users.
Responsive design
Make sure your website adapts to various screen sizes, providing a consistent user experience across devices.
Fast loading speeds
Optimise your website's performance to minimise load times, especially on mobile devices.
Intuitive navigation
Design a user-friendly navigation menu that is easy to navigate on smaller screens.
Mobile-friendly content
Create content that is easy to read and engage with on mobile devices, such as short paragraphs and bullet points.
2. Mobile SEO
Search engine optimisation (SEO) applies not only to your website but can be adjusted for mobile use. Mobile users often conduct searches with specific, immediate intent, such as “hotels near me” or “best beach destinations in [year].”
Local SEO
Optimise your website for local search queries to attract travellers searching for nearby attractions and accommodations.
SEO content
Create content that is optimised for mobile search engines, such as Google Mobile-First Indexing.
Voice search optimisation
Use voice search keywords and long-tail keywords to capture voice search traffic.
Mobile-specific landing pages
Create dedicated landing pages for mobile devices that are optimised for conversions.
3. Personalise the mobile journey
Mobile marketing strategies must go beyond generic approaches to create tailored experiences that resonate with individual travellers. Use data analytics and user behaviour tracking to develop highly customised content and recommendations. Implement machine learning algorithms that can predict user preferences based on past interactions, search history, and demographic information.
Personalised recommendations
Use data analytics to understand user behaviour and preferences, and then offer personalised recommendations for accommodations, activities, and dining options.
Dynamic content
Deliver personalised content based on factors such as location, past purchases, and browsing history.
Customised notifications
Send targeted notifications with relevant offers and reminders.
Loyalty programs
Implement a mobile-friendly loyalty program to reward repeat customers with personalised perks and benefits.
AI-powered chatbots
Use AI-powered chatbots to provide personalised customer support and answer questions in real time.
4. User experience
All of your mobile marketing strategies fit into your user experience. This means the journey your potential or existing customers take on your website or platform. A seamless mobile user experience is crucial for driving conversions and retaining customers.
Intuitive navigation
Design a clear and intuitive navigation menu that is easy to use on mobile devices.
Touch-friendly design
Ensure that all buttons, links, and forms are easy to tap on touchscreens.
Clear call-to-action
Use clear and prominent calls to action to guide users towards desired actions.
Test across devices
Test your mobile site and app on a variety of devices and browsers to identify and fix any issues.
5. Mobile apps
Mobile apps offer a direct channel to engage customers, enhance brand loyalty, and provide a superior user experience. Many leading travel brands, such as Airbnb and TripAdvisor, rely heavily on their apps to drive bookings and customer satisfaction.
Personalised experiences
Offer personalised recommendations and itineraries based on user preferences and behaviour.
Mobile check-in and boarding passes
Streamline the travel process with mobile check-in and digital boarding passes.
Push notifications
Send timely notifications about flight updates, promotions, and local attractions.
Loyalty programs
Reward loyal customers with exclusive offers and perks through your mobile app.
6. Mobile payment options
Streamlining the payment process is critical for reducing cart abandonment rates. Mobile users expect fast and diverse payment options. You can reduce friction in the booking process by offering multiple, secure, and convenient payment options tailored for mobile users.
Mobile wallets
Accept payments through popular mobile wallets like Apple Pay and Google Pay.
Contactless payments
Implement contactless payment options to streamline the checkout process.
Security measures
Prioritise security measures to protect sensitive customer information.
Transparent pricing
Be upfront about the costs involved, don’t hide fees or added charges in the Ts & Cs.
7. Location-based marketing
Location-based marketing allows you to target travellers with personalised messages based on their geographic location. This strategy is especially effective for promoting local attractions, restaurants, or events.
Geo-fencing
Create virtual geographic boundaries around specific locations, such as airports, hotels, or tourist attractions. Once users enter these zones, you can send targeted promotions, notifications, or offers.
Geo-targeting
Target users based on their current location, such as delivering ads to travellers in a specific city or country.
Beacons
Use Bluetooth beacons to send personalised messages and promotions to users in close proximity to your business.
Location-based social media marketing
Use location-based features on social media platforms to engage with users in specific areas.
8. Social media marketing
Social media platforms like Instagram, Facebook, and TikTok are mobile-first by nature, making them ideal for travel marketing campaigns.
Visual content
Create visually appealing content, such as short videos and eye-catching images, to engage mobile users.
Mobile-optimised ads
Run targeted mobile ad campaigns on social media platforms to reach your audience on the go.
User-generated content
Encourage users to share their travel experiences on social media using branded hashtags.
9. Mobile retargeting ads
Retargeting ads are essential for capturing users who have shown interest in your brand but haven't yet converted. Mobile retargeting allows you to stay top-of-mind for potential customers.
Dynamic retargeting
Display ads featuring products or services that the user has previously viewed on your website or app.
Lookalike audiences
Target users who share similar characteristics with your existing customers.
Frequency capping
Limit the number of times a user sees a particular ad to avoid ad fatigue.
A/B Testing
Experiment with different ad creatives, targeting options, and bidding strategies to optimise your campaigns.
10. Data security
With increasing concerns about digital privacy, travel brands must demonstrate a commitment to protecting user data while providing personalised experiences.
Strong encryption
Use robust encryption techniques to safeguard sensitive data, such as credit card information and personal details.
Regular security audits
Conduct regular security audits to identify and address potential vulnerabilities.
Secure payment gateways
Use secure payment gateways to process transactions safely.
Data privacy compliance
Adhere to relevant data privacy regulations, such as GDPR and CCPA.
User authentication
Implement strong user authentication methods, such as multi-factor authentication.
Regular software updates
Keep your systems and software up-to-date with the latest security patches.
Final thoughts
Mobile marketing in the travel and leisure industry requires a holistic, user-centric approach that combines technological innovation, personalisation, and seamless experiences. By following these tips and staying adaptable to the fast-moving mobile landscape, travel and leisure businesses can succeed.
Ready to improve your travel brand’s mobile marketing strategies? Contact Boost to find out how we can help.
