Travel and tourism made up 10% of the global GDP in 2019 – being worth almost $9trillion.

But despite this success, the travel industry has its fair share of challenges. Competition is high. Customer demand is soaring. High street stores and travel agents are fast declining.

And of course, 2020 has been a very different year for the travel industry.

Covid-19 has caused a catastrophic crisis for the industry. With international tourism projected to plunge to 80% by the end of the year. And tourism spending unlikely to return to pre-Covid levels until 2025.

The travel industry is clearly on the cusp of considerable change. They need to adopt and adapt to stay afloat. And marketing automation can help them do just that.

Read on to learn some of the automation use cases from our clients within the travel industry.

You may just find yourself inspired.

Increase revenue in a difficult economy


Lost revenue is one of the biggest challenges for the travel industry right now.

The industry as a whole is facing a $1 trillion loss. Meaning that businesses in this industry should be putting significant time and resource into revenue-generating marketing.

This should be considered at every stage of the buying cycle. From initial interest and purchase. Through to current and past customers.


Improving revenue throughout the buying cycle can seem like a daunting task. There are so many elements to consider and campaigns to be executed.

Fortunately, automation can make this a much simpler process.

Marketers can set up email and website automations to run in the background, whilst they focus on strategy and business building.

They can recover lost revenue by an average of 8% by engaging with customers who abandon their baskets through targeted abandonment campaigns. Increase conversion rates and maximise occupancy using countdown timers. Or show live buying behaviour from other customers. All this activity is aimed at offering that final nudge to purchase.

Alternatively, they can use highly targeted and personalised content, promotions, and upsell/cross sell campaigns to showcase the deals that customers are most likely to purchase.

With automation, the opportunities to encourage conversions are almost endless! And once they are set up, they cost very little to run. Which in itself will help business revenue. 

Use Cases for Marketing Automation in Travel

Keep audiences engaged through low-travel periods


Right now, customers are understandably anxious when it comes to travel.

Either that, or restrictions simply don’t allow them to.

This, coupled with rampant competition means that the travel industry needs to keep their audience engaged to keep them interested. Whether that be from the point of initial data capture and list building, through to enhancing the customer journey and reducing churn.


Automation is key to engagement. It allows marketers to offer highly targeted communications both via email and website, with little additional effort.

Marketers can greet each customer with personalised content based on demographics, location, purchase history, lifecycle stage, and much more. Automation can even tailor content to reflect real-time weather forecasts.

Alternatively, marketers can use behaviour based automation to send highly targeted emails. And populate them with highly personalised, real-time content which receives on average a 20% conversion rate.

Use Cases for Marketing Automation in Travel

Offer on-demand convenience


Gone are the days when customers would book their holidays with a trip to the local travel agents.

In 2020, consumers are used to getting what they want. On demand. And thanks to new technologies, there are ever-increasing ways that consumers can experience convenience.

This means that travellers want information at their fingertips.


If marketers want to offer an on-demand experience, automation is absolutely key. And the opportunities are vast.

From immediate email and SMS confirmations and providing essential booking details.

Local guides, restaurant recommendations, and car rental deals just weeks before the travel date.

All the way through to upsell and cross sell campaigns just before or during a trip.

All of this ensures that the customer barely has to think. Instead, all the information they need is offered to them on their mobile device.

Use Cases for Marketing Automation in Travel

Re-engage with previous customers


Weeks, months, and even years can pass by before customers begin thinking about their next trip.

However, previous customers are a fantastic source of revenue.

Many of the steps necessary to win new customers have already been taken. Meaning that previous customers are aware of your brand and are familiar with your processes.

Therefore less time, money, and resource has to be spent bringing them back on board.


Once a customer makes a booking, businesses in travel should continuously keep in touch with them through automated nurturing campaigns.

These should promote your latest discounts, suggested destinations, and essential booking information. And the more data you have on the customer, the more you can tailor these communications.

If you’ve failed to continuously keep in touch with your customers. Fear not. An automated re-engagement campaign can be sent out instead. With the goal of reminding your previous customer who you are, and warming them back up to book with you again.

Use Cases for Marketing Automation in Travel

Do you work within the travel industry?

If you’re a business in this industry and are dealing with a difficult economy, looking to increase engagement, or simply want to win back previous customers. We can help.

Get in touch for a no obligation chat with one of our friendly experts