While everyone loves a good trip, some of us plan and worry over logistics far more than others. And this is just one area of variation in target audiences!
Looking at women specifically, marketers are aware that it takes a special something to fully convince women to feel safe and covered when embarking on their travel adventures.
So media update's Saads Abrahams spoke to Lottie Norman, chief marketing officer of The Travel Corporation (TTC) Tour Brands Marketing Lab, on how to effectively market travel for women.
What are the marketing trends that you have observed when focusing on specific travel preferences and needs of women? How have these evolved over the years?
Be audience-first (or rather, being
audience-obsessed)
Invest in research and data to truly understand not just the demographics but also the
psychographics, the motivators and behaviours and the ways they shop, get inspired, purchase and use channels.
Once gathered, the key is to
provide personalisation. Use these data-driven insights to personalise your marketing messages, tailor your offerings
and meet individual needs and preferences.
AuthenticityThis is definitely no longer a trend but instead a
fundamental. Women value authenticity.
Be transparent about your brand's values, practices and products. Share
real stories and experiences to build a genuine connection with your audience.
RepresentationEnsure that your marketing materials
reflect the diversity of women's lives, avoiding stereotypes and showcasing women in various roles, professions and lifestyles. This must be
outside of a campaign mentality and be evident in long-tail marketing and activities.
Wellness and careMany
women prioritise wellness and self-care. A trend is tapping into this to offer trips and experiences that contribute to physical, mental and emotional well-being.
Highlight how your offerings can help women take care of themselves.
What are some key marketing strategies that have proven effective in targeting and attracting female travellers?
Content marketing: Build a community of advocates and amplify those voices to reach like-minded and similar people.
Storytelling content is critical in building relationships. Content builds relationships, relationships build trust and
trust drives revenue.
We have also honed this further and focussed on
crafting compelling narratives that
evoke emotions and resonate with women's experiences. [We are] sharing relatable stories that capture their attention, especially across our brand publisher sites (
The Real Word,
six-two,
The Art of Travel and
Luxury Gold).
Amplify voices within the community and specialists within focus groups as well as trusted partners, women influencers and / or thought leaders who align with brand values.
Their endorsement can help establish trust and credibility.
[Focus on] inclusive product development. Use
data-driven insights to build out travel experiences and trips designed for and by women, focusing on the needs and preferences of women. An example of this is
Insight Vacations Women-only-Tours,
a journey for women, by women.
How do you ensure that marketing campaigns are inclusive and represent the diversity of women travellers from different cultural backgrounds?
Representation is
everything. Actively seek diverse representation across the entire consumer journey. Ensure that marketing materials
reflect the diversity of women's lives. Avoid stereotypes and showcasing women in various roles, professions and lifestyles.
What role does social media play in marketing travel experiences to women, and which platforms have you found to be the most successful in reaching this audience?
It's important to
have an omnichannel presence. Understand how, where, when and why they are using social media channels and platforms.
Community-driven and visually appealing platforms are stables in the marketing mix. Platforms like Instagram, Pinterest and Facebook can be particularly effective for visual content that resonates with women's interests.
[Look into] online communities and forums where women discuss topics relevant to brands and tours. Focus on
participating in discussions, answering questions and sharing expertise.
Podcasts [are] growing in popularity with female audiences; they are an effective way to both
reach, educate and tell a brand story in an authentic way.
How do you approach safety concerns when marketing travel options to women, especially those considering solo travel?
Listen to concerns and engage through educational information and tools.
Women research more than men; they rely on reviews, social proof and experiences shared by peers and
look for validation across more than one touchpoint. It's critical to have relevant information in the right places to answer and alleviate any concerns.
Provide transparent reviews and ratings. Encourage previous solo female travellers to leave reviews and ratings about their experiences. Transparent feedback can help alleviate concerns and build trust.
How do you incorporate sustainability and responsible travel practices into marketing efforts to appeal to environmentally-conscious female travellers?
By taking a thoughtful and
authentic approach that is backed by
credibility and backed by
science. [An example of this is] our
TTC Impact Report, which transparently tracks the progress of the group's five-year sustainability strategy.
Again, authenticity is key.
Avoid greenwashing by
genuinely implementing and
promoting sustainable practices. Show how your efforts align with the values of environmentally-conscious female travellers and inspire them to make a positive difference while exploring the world.
What advice do you have for women entrepreneurs or business owners in the travel industry looking to market their services effectively to female travellers?
Listen! Understanding your audience is key;
use this information and data to
design and create your marketing strategy, tactics and content.
Create a sense of community around your brand. Encourage female travellers to connect, share their experiences and support each other through online forums and social media groups.
Which travel marketing campaign has stood out to you? Let us know in the comments section below.
*Image courtesy of Canva