How to use data and digital advertising to bring visitors back

We attended the online event ITB Berlin 2021 and together with Marketing Greece presented how data and advertising help destinations navigate recovery.

ITB Berlin (Internationale Tourismus-Börse Berlin) is the world's largest tourism trade fair, attracting over 110,000 visitors. travel audience and Amadeus have a longstanding partnership with ITB, which brings together the international travel sector including hotels, tourist boards, tour operators, system providers, airlines, and car rental companies.

The conference was canceled in 2020 due to COVID-19. It reopened its doors (virtually) from 9-12 March 2021 with a fully digital edition. It was our first experience of attending such a large-scale event in a 100% online set-up.

In the past, you could find us roaming the halls of Messe Berlin or hanging out with partners at our booth. But this year, physical stands were replaced by virtual stands and attendees could schedule online meetings and network in-real-time.

In addition, ITB’s portal held talks on multiple virtual stages. The program was packed with informative sessions presented by industry leaders.

Presenting at ITB 2021

Not only did we attended a number of insightful talks, but we also presented one of our own. Naturally, with the ongoing pandemic sending shock waves across the travel sector, many of the questions focused on how to navigate recovery in a post-Covid world. We were excited to contribute to this timely conversation and share our learnings.

On March 11 Tom Starr, Vice President of Global Sales at travel audience, was joined by Nikos Diamantopoulos, Digital Marketing Director at Marketing Greece, to present: “Turn dreamers into visitors – from demand growth to conversion. How to use data and digital advertising to bring visitors back.”

As the travel industry looks towards recovery, we are faced with new challenges of decreased demand and increased competition. So, their talk centered around how Destination Marketing Organizations (DMOs) can work with insights and digital advertising to form a marketing strategy, to secure consumer confidence before the demand for travel returns. Marketing Greece shared how they used travel audience’s Recovery reports to launch their successful campaigns in 2020.

Key takeaways

Even during the strictest lockdown, consumers have never stopped searching for their next trip. Rebuild traveler confidence by driving a recovery strategy, from demand growth to demand conversion

Track and understand the demand to make better informed data-driven decisions

Use dynamic and flexible multi-channel advertising, when the time is right to travel safely

Run compelling campaigns to advise, reassure and inspire visitors

The full presentation is available on-demand here until May 31 2021 for all ITB attendees.

Speaking of demand data – the travel audience team has created a series of up-to-date reports of European travel trends for spring and summer 2021. By analyzing online air search data and current travel demand from the continent and 6 specific markets, they have identified top destinations and typical traveler profiles. Read their findings here.

Overall, we enjoyed the virtual experience of ITB 2021, but we hope to see our peers and partners in the flesh at the next edition of ITB Berlin, scheduled for March 2022.


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