"A Travel Guide to Personalised Creative Experiences" presented by Michael Serratore at Mumbrella's Travel Marketing Summit 2023

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A Travel Guide to Personalised
Creative Experiences

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Travel Guide 1. Destination inspiration
2. Personalisation: The secluded destination
3. Getting to your destination
4. Planning the perfect getaway
5. Meet your travel consultants
Michael Serratore
DIRECTOR, CLIENT SUCCESS
Japan & Asia Pacific

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Checking In

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The industry has become hyper-focused
on bid management and audience
targeting as a way of achieving
incremental gains in their campaigns.
It's the strategic equivalent of going to
Europe in summer.
Everybody is doing it, and it all looks the
same.

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Memorable connections require curated messaging
rooted in individual behaviors, preferences, and habits
Consumers want personalised experiences
of consumers expect brands
to deliver personalised interactions
71%
66%
of consumers are influenced to buy a
product for the first time by messages
tailored to their needs
Source: McKinsey
78% of consumers are more likely to make repeat
purchases from brands that personalise

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Contribution to sales lift from advertising
Creative is the most impactful and influential
component of a brand’s marketing
47%
Creative Reach Brand Targeting Recency Context
Creative impact
increases to 56%
when solely focusing
on digital formats
Source: Nielsen
Frequency

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when comparing a targeted
creative approach to
generic prospecting
messaging
20x
Personalisation performs for Travel
using a holistic data-driven
creative approach vs. siloed
campaign activation
33%
with weather-based
messaging during poor
weather conditions
11%
Conversion
Rate
Reduction
in CPB
Increase in
site visits

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<10%
of paid ad impressions
are personalised

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Personalisation – The secluded destination

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Sights & attractions of Personalisation
INSPIRATION
inspire new travel
PLANNING
move from inspiration
to action
BOOKING
capture planned travel
POST-PURCHASE
sell ancillary services
or drive the next trip
1
2
3
4

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PLANNING: from inspiration to action
PROSPECTS
MIAMI, FL BARBADOS
CABO
SAN LUCAS PARK CITY, UT DENVER, CO
MAMMOTH
LAKES, CA
NEW YORK CITY
LOS ANGELES ATLANTA
DETROIT
BEACHES SNOWBOARDING
HOMEMARKET
PAGECONTEXT
WEATHER WEATHER
2

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BOOKED CRUISE
KID “CAMP”
UPSELL
EXCURSION
UPSELL
FAMILY
DINING
PACKAGE
DINING
UPSELL
“FAMILY
MEMORIES”
PACKAGE
SHOW
UPSELL
JOIN
LOYALTY
CLUB
FUTURE
DIRECT-
BOOKING
MESSAGES
UP-SELL
PACKAGES
HIGH REVENUE
BASE
LOYALTY MEMBER FIRST-TIME BOOKER
TYPE OF PACKAGE BOOKED
CUSTOMER SEGMENT (1ST PARTY DATA)
CRMSEGMENT
RETIREE CRUISER
SEQUENTIAL CHILDREN’SAGES
FAMILY
POST PURCHASE: ancillaries & next trip
4

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Getting to your
destination

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The travellers heading to Personalisation
The scheduled
traveller
The researched
traveller
The adventurous
traveller
• Enhanced creative productivity
• Increase speed to market
• Achieving competitive agility
• Cost-efficiency
• Media effectiveness & ROAS
• Build personal relevance based
on physical & online context
• Desire to test, learn & iterate
• Customer Lifetime Value
• Deepening brand engagement
via personal relevance
• Media effectiveness & ROAS
OPERATIONAL EFFICIENCY SCALABLE ADDRESSABILITY DATA DRIVEN DECISIONING
Objective:
Brand
Business
Drivers:

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Planning your
perfect getaway

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What’s on the Personalisation itinerary?
The scheduled
traveller
The researched
traveller
The adventurous
traveller
Itinerary
priorities:
OPERATIONAL EFFICIENCY SCALABLE ADDRESSABILITY DATA DRIVEN DECISIONING
Objective:
• Omnichannel dynamic
foundations
• Brand first frameworks
• Automation & Agility
• Audience segmentation
• Contextual creative triggers
• Testing & optimisation
• Customer journey decisioning
• Maximising brand loyalty
• Audience platform interoperability
& decisioning automation

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The Scheduled Traveller
Operational Efficiency
BRAND FIRST FRAMEWORKS
OMNI-CHANNEL DYNAMIC FOUNDATION
UNLOCK IMPACTFUL WORK WITH AUTOMATION
Prioritising your brand’s requirements & providing
the flexibility necessary to accommodate all scenarios
Addressing all formats, mirroring people’s shifting &
growing media consumption
Leverage technology to drive a higher return on your
digital assets across channels with a centralised solution

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The Adventurous Traveller
Scalable Addressability
IDENTIFY OPPORTUNITIES TO CREATE RELEVANCE
ENHANCE – RATHER THAN BURDEN – THE MEDIA PLAN
ACTIONABLE CONTENT & AUDIENCE INSIGHTS
The intersection of audience subsegment, stage of journey,
need, & context creates a relevance opportunity
Leveraging real-time data triggers for creative decisions
independent on media targeting
Beyond flat file insights - assessing content attributes in
conjunction with tactics, audiences & demographics to make
informed & automated optimisations

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The Researched Traveller
Data Driven Decisioning
DEEPEN BRAND LOYALTY
CAPTURE ADDITIONAL SPEND
INTEROPERABILITY & AUTOMATION
Addressing your customers’ unique needs &
interests to maximise lifetime value
Activating 1st party data to market the perfect set
of ancillary products & services to the customer
Platforms & methods that promote efficient & real-time
deployment across all touch points

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Your travel
consultants

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Chloe Jones
SENIOR MARKETING
MANAGER
Catherine Rushton
CHIEF STRATEGY
OFFICER & PARTNER
Caitlin Huskins
COMMERCIAL
DIRECTOR