For all the trumpeting of returns to pre-Covid levels of demand and bookings, network expansions and new itineraries, it all had the feel of a fragile recovery held aloft by the helium of discounts and optimism just waiting to encounter a pin.

Efforts to rebuild meaningful, long-term customer confidence and brand loyalty continued to be hampered by external factors over which travel had no control, like the Cozzie Livs (that’s the ‘cost of living crisis’ to non-Gen Zs) or various global geopolitical rumblings.  And there were self-inflicted wounds as well; the national air traffic control system being operated on a ‘minimum viable product’ basis, and its inevitable collapse, being one.  

Travel marketers and agents found themselves attempting to rebuild what had been a comfortable and welcoming home with half the tools and materials they needed missing, and one arm tied behind their back. With the priority being to regain lost market share, but at minimal cost while budgets remained tight, they pulled whatever flashy, tactical levers they could to get their house noticed in a street of sameness, often focused on presenting offers and discounts to get the customer to buy now.  

Marketing budget, when it was available, was directed to paid and owned channels where attribution can be monitored, the customer journey followed, and ROI tracked. According to Insider Intelligence, digital advertising spend by travel brands rose by nearly 21% year-on-year in 2023, outstripping all other industries.  

In the competition to be seen, those same travel marketers tried installing new gadgets and experimented with new tech - remember Threads? - while quietly consigning old favourites to digital landfill.  Think more TikTok than Facebook, and working with content creators over traditional publishers. 

There’s nothing wrong with a bit of tactical marketing.  We’ve all done it.  When the circumstances are right, it can be very effective.  But you can only ‘make do and mend’ for so long before the cracks begin to show.

Be authentic to triumph on social media

The very platforms on which brands have relied in 2023 will, in 2024, start favouring craftsmanship over a DIY ethos, with agents that take the time to create authentic content that is not only unique and differentiating, but also engaging, coming out on top with the likes of Instagram and Facebook.  

For all those out there thinking AI is the answer to their content and SEO dreams, Google’s algorithmic pursuit of authenticity and authority, via its experience, effective, authenticity and trustworthiness (EEAT) guidelines, will force travel brands to think twice about jumping on that bandwagon.

The ’why’, ‘what’ and ‘who’ of your brand

As we end a year of travel brands fixing the roof to stop the rain coming in, there is evidence that in 2024 they’ll refocus on their foundations. Tui’s recently launched holiday TV spot is a great example of a brand rediscovering what it stands for, and doing so with personality. With such a solid footing, 2024 has the potential to build into a very solid year for the brand, with walls that can withstand whatever is thrown against them.  

So, while a successful peaks period may be your short-term priority, take the time now to think about the ‘why’, ‘what’ and ‘who’ of your brand with stakeholders from within your business as well as partners from outside it, and – most importantly – with your customers.  

Use those insights to shape your channel plan and marketing schedule, but most importantly, your strategy.  Nobody builds a house by pouring the foundations last. 

Andrew Shelton has nearly 30 years’ travel industry experience with the likes of British Airways, Virgin Holidays, Cheapflights and Netflights. He is a founding member of the Llama collective of travel marketing specialists, helping brands all over the world to sharpen their marketing.