Since the Brexit vote, the pound has plummeted in value. And with recent reports urging the public to book their holidays sooner rather than later – how can you ensure your travel or tourism agency is soaring to success this winter?
It’s safe to say our economy has entered quite a dark and uncertain time since Britain decided to leave the European Union on 23rd June 2016.
To be precise, the pound has dropped in value by roughly 20% against the dollar, and almost as much against the Euro. This has naturally raised some challenges in the travel and tourism industries.
A weakened pound not only makes foreign countries more expensive, but the price of travelling also rises to supplement the cost of fuel.
Plus, with the public duly informed about the uncertainty of sterling over the next couple of years, it’s heightened the urge to secure a holiday bargain before the real price surge begins.
Just how important is the next month for travel and tourism agencies?
With Black Friday fast approaching and Christmas only 40 days away, jumping on the festive season sales is an absolute must. In 2015, customers spent an estimated £1.1 billion on Black Friday – up from 2014’s figure of £810 million.
That’s a staggering amount of money for just one day, and that’s without even considering the mass amounts consumers pay in the build-up to Christmas.
If you’re already sending out marketing campaigns for these two events – are you happy with the return you’re making on them? I’m assuming if you’re reading this post, you’re still hungry to boost your sales and even increase footfall (if you have a high-street presence).
In fact, 57.1% of businesses in the travel industry aren’t even using the UK’s fastest growing marketing channel. That’s a high percentage yet to utilise a proven means of communication in what could be the most important upcoming months in the travel sector.
So, the question is, are you using it? And when I say ‘it’, I’m referring to mobile marketing.
A marketing channel that gets results
Text messaging offers an unparalleled opportunity to instantly reach your contacts. Donald Trump used it in his election campaign to great effect.
With 98% of messages being opened and 90% of those being read within the first three minutes, you’ve instantaneously toppled any email campaign and in-store or online ads you have in place.
In our recent white paper, we unveiled that there are 33.67 million mobile users in the UK that have opted in to receive text messages from their favourite brands and businesses in 2016.
This figure is set to grow to 48.65 million by 2020. On average, SMS has an actionable response rate of 32%. Compare that to emails and paid posts on Facebook, and there’s hardly a contest. There’s no better way to directly get your message across efficiently and instantly.
Especially when you’ll be competing against other travel and tourism industry giants over Black Friday and Christmas.
Instantly improve customer satisfaction
With SMS, there’s so much more to explore. Create urgency and improve the customer experience by sending out personalised vouchers and loyalty cards via text message in the build-up to Black Friday and Christmas.
Then if the prospect makes a booking, send their booking confirmation and ticket for them to keep. This removes the hassle of printing off forms and the likelihood of losing paper docs.
Mobile messaging also gives you the power to send out live service updates and instantly gather customer feedback. All key elements to ensure you’re improving customer satisfaction levels and securing more repeat business.
The countdown is on
If you’re interested in finding out more about SMS and how it can help you tackle the challenges of Brexit this Christmas – download our free travel and tourism guide.