G Adventures travels ramps up customer conversions with remarketing


G Adventures is using the power of dynamic remarketing to turn potential travellers’ exploration aspirations into sales, according to its digital marketing executive, Matthew Todd.

The small group adventure travel company was founded in 1990 and has 50 staff in Australia and a dozen tour guides. It’s tapping insights about shopper behaviours via Criteo’s retargeting technology in order to deliver the right advertisement at the right moment in each shopper’s journey.

The ambition is to ensures G Adventures’ local website stays “front of mind” not only when potential customers search for trip ideas, but also throughout their path to purchase. The Canadian-based company offers a range of travel products, from active travel to budget-minded offerings for the 18-to-30-year olds, sailing, river cruising and expedition cruises to the Arctic and Antarctic, and Nat Geo journeys.

“Travel is quite a different purchase path that people take: There are so many different ways that people purchase travel, particularly when they are doing it online and directly. So having that tailored, personalised message was the best path for us as opposed to having very generic creatives that we send out to everyone,” Todd told CMO.

Essentially, the company is working to touch base with potential customers regardless of device, and engage with consumers at every touchpoint.

“Research suggests people don’t just research travel on one device, they do it in multiple ways,” Todd said. “Criteo has been good in terms of helping us target potential customers cross-device – from mobile and tablet to desktop. That’s helped connect a few of the dots that previously a lot of platforms didn’t allow, where you couldn’t have all three platforms working in sync for dynamic remarketing products.”

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