Rebuilding travel: How to bring visitors back using search data and digital advertising

At the hybrid event ATM 2021 in Dubai, we presented how destinations can create marketing campaigns to inspire and secure travel confidence during recovery

Established in 1995, Arabian Travel Market (ATM) has been a fixture of the international tourism circuit for nearly 30 years. The conference brings together industry and government decision-makers to help unlock the business potential inbound and outbound tourism in the Middle East.

After an all-digital conference in 2020 due to the pandemic, ATM launched an innovative hybrid event format. In 2021, ATM hosted presentations and seminars from May 16 to 19 at the Dubai International Convention and Exhibition Centre. These were recorded to be streamed online at ATM Virtual (24–26 May 2021), giving travel professionals globally a chance to access talks, panel debates, and round-tables on-demand.

Naturally, their “new dawn for travel” track was a hot topic, with many talks centered around rebuilding travel in a post-pandemic world. We were honored to join leading industry figures and contribute to this key discussion, at a pivotal time for the industry.


Presenting at ATM 2021

travel audience presented the talk: “Rebuilding travel: How data and advertising help destinations bring visitors back” aimed at helping travel destinations create successful marketing campaigns during recovery.

On May 18 Delphine Herrmann, Head of WEMEA Marketing at Amadeus, took to the stage of ATM in Dubai. She was joined by Tom Starr, Vice President of Global Sales at travel audience, who dialed in virtually from Berlin. Together, they explained how destinations can attract more visitors by analyzing the online air travel search trends.

Key takeaways

As the COVID-19 vaccines are being rolled out and the travel industry is gearing towards recovery, we are facing new challenges of decreased demand and increased competition. So, it’s crucial for Destination Marketing Organizations (DMOs) to maximize potential during the inspirational phase by identifying and growing demand — and adapting their marketing activities.

To help rebuild travel successfully, destinations must:

  • Track and understand travel demand in different countries
  • Grow demand by inspiring travelers with the right messages using digital advertising
  • Convert demand when the time is right
  • Monitor new trends and adapt marketing activities

Consumers are feeling ready and excited to travel again. Destinations must focus on securing consumer confidence by creating a marketing strategy targeting the right customers with the right message.

As a part of Amadeus, travel audience has access to unique online air travel search trends from online travel agencies (OTAs) showing what, how, and when travelers are searching for.

As a DMO, this data is incredibly useful. By analyzing search behavior, you can define who your competitors are, based on what other destinations travelers are considering. If you go one step further, you can analyze the demand behavior of travelers when they search for competitors — and adapt your own offer and advertising to convert them to your destination.

In fact, when analyzing data for the United Arab Emirates, we picked up on some interesting emerging trends such as revenge travel and workcation programs.

By staying on top of travel insights and trends, destinations can stay top of mind for all potential travelers, before the demand for travel returns.

It was a pleasure to attend the event both in person and virtually. We’ll see you at ATM 2022!


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