Four Tips For Reaching Spontaneous Bookers

Ryan Rogers

Ryan Rogers

Senior Copywriter

When it comes to traveling, some meticulously plan for the road ahead. These people set a course for Point B, and then painstakingly map out every hour — from hotels to meals and even bathrooms breaks.

Organizers and planners take comfort in structure, even when they’re structuring the day-to-day of their vacation. The strategy is all about optimizing the travel experience — seeing and doing as much as possible before the return home. For these people, plotting out a vacation far in advance is easier than ever, thanks to the endless resources of travel sites and referrals on social media. In 2016, you don’t need a travel agent to methodically plan like one.

On the other side of the traveler spectrum, there’s the spontaneous booker — the impulsive free spirit who embraces each new destination with open arms and not a single plan beyond getting there. Chances are, you know this person. They pride themselves on the ability to stumble into cool bars and hot restaurants on the fly, and avoid time frames at all costs. They book activities with the carefree leisure of someone who is truly “going with the flow.” But since this group is generally flying by the seats of their pants, they can feel impossible to market to. How do you reach someone you can’t pinpoint?

Getting your message in front of in-market tourists can be a challenge, but there’s a real strategy to positioning yourself as the thing that deserves their time. But it’s all about targeting tourists once they arrive, rather than trying to reach them before they arrive. Here are Four Tips For Reaching Spontaneous Bookers:

1. Start Upon Arrival

In order to be considered, you have to be top-of-mind. In order to be top-of-mind, you have to be omnipresent. The perfect place to capture travelers is their point of arrival — the airport. From arrival to baggage claim, travelers are bustling, but they’re still abuzz with the possibilities of being somewhere new. Spontaneous bookers could stumble onto something here that sticks in their minds, so look into creative media placements at your local airport.

2. Attack The Hub

Try to imagine the tourist experience from airport to hotel, then think about the major hubs in which tourists usually walk or drive. Place ads at various tourist touchpoints along the main arteries into your city. Billboards along major highways leading into the city, bus shelters around town, pedicabs and taxi toppers are guerrilla tactics that can be used to saturate spontaneous bookers with your brand. Keep yourself exposed and you’ll stay on their radar.

3. Clean Up Your Online Presence

If the spontaneous booker has failed to notice the entire universe of marketing you’ve blanketed across their journey, chances are, he/she is staring at their phone. And that’s a good thing, because most travelers who plan on the fly look to their phones for guidance. At a minimum, ensure your online presence is cleaned up. You can’t control Yelp and TripAdvisor reviews, but you can buy ad space on both sites. Most important, you’ll want to add your own photography to supplement user photos.

4. Intercept With Geofencing

There’s a way to place ads in front of potential visitors based on your location and/or their location. It’s called geofencing, and it’s when an advertiser creates a virtual fence around an address or zip code and serves ads within this area. With this technology, businesses can deliver targeted, competitive ads based on location. If someone is making decisions on the fly about their trip, it’s beneficial to pop up when they’re in your neck of the woods.

Spontaneous bookers are unpredictable; that’s why it seems difficult to pin them down and reach them through the noise. But it’s simply a matter of being where they are in the course of their day-to-day. That sounds incredibly easier said than done, but once their boots are on the ground, you just have to be in the same place. It’s all about visibility, and it’s all about repetition.

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