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The big picture
Travel brands face an uncertain and rapidly evolving environment as travel returns. But there are positive signs, with UK digital ad spend in the sector growing 33% in 2021 – and anticipated to be the same in 2022. The winners will be those able to increase their sales by taking opportunities to win new customers while engaging with past ones seeking to travel again. And accessing and activating rich data to identify, target and engage the most valuable individuals is critical to achieving this.
Why it matters
Effective marketing needs relevant, up to date, actionable data. But for the travel industry, it's ground zero when it comes to data. The fractured nature of travel over the last two years has led to an absence of fresh, reliable data. Now, anticipating future travel activity based on past behaviours is impossible, and traditional assumptions, customer segmentation models and marketing approaches no longer hold true. To reset their marketing, travel brands must reset their data.
In a nutshell
Evolving to the new travel reality comes down to understanding consumers, which requires a data-driven approach. Accessing data that plugs the holes in their current customer information – while uncovering new insights to better understand and market to them as individuals – is essential. This will ensure travel brands are in a stronger position to develop their business in these challenging times.
Looking for more ideas around evolving your business to compete in today's market? Then check out our new Customer-Centric Video Series for insights, advice, and best practices on developing critical areas of your marketing.
For more information, please contact our travel expert Toby Morris.