How to segment your database in time for the travel upturn

Since the beginning of the Covid-19 pandemic, the main focus for travel businesses has been on conversations with customers and making sure that the businesses’ needs are being met from an operational standpoint.

Although there are tough times still to come, there are glimmers of hope with a trickle of 2021 bookings coming in, which has driven the marketing conversation back into travel agents’ minds.

To prepare for the recovery of the travel market, segmenting your database and target audiences can really help support your future marketing activities and communications.

At The Travel Network Group we have found that our members who segment, even on the most basic level, get the best ROI with their marketing.

Data segmentation: explained

Data segmentation is when you separate your audience or database into smaller sections based on criteria such as demographics, spend value and geographic location.

Here are some of the benefits of having a segmented database:

• Reaching the right customer with the right information or offers
• Increased engagement and response when advertising
• Improved customer retention
• Improved return on investment (ROI)

If you are thinking about segmenting your current audience for the first time, think about what your customers book (for example cruise, tours, beach holidays, luxury) as well as the value of booking. Once you have these segments in place, you can then delve deeper and even start customer profiling.

Here are some examples of audience segmentation.