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Building trust and stimulating customer desire

© Paul Skorupskas

At the ITB Berlin NOW Convention experts show how analysing data can lead to targeted marketing

When tourism starts up again soon, many destinations will have a problem. The competition will be large and demand initially will be on the poor side. It is therefore all the more important to draw attention to oneself by precisely targeting one’s audience – ideally before travel becomes possible again. This is best achieved if one can make use of a good database and data analysis, said Tom Starr, director of Global Sales, travel audience, on Wednesday at the ITB Berlin NOW Convention. “Even during lockdown, people still dream of travelling and are searching for their next trip“, said Starr. “Before they even board a plane they are signalling their preferences, possible destinations and form of travel online“, he added.

travel audience, a subsidiary of amadeus, analyses and interprets those signals, mainly by evaluating online searches for flights. That way it can find out how to approach a customer, find out whether they need inspiration, comforting or a sense of security – or whether a marketing campaign should give them the final push for a booking. “We can help destinations reconnect with their customers and to bring them back. What is especially important now is for destinations to win customers’ trust – using our tools we can monitor their success“, Starr said.

As an example of how to proceed Nikos Diamantopoulos, Web & Digital Marketing director of Marketing Greece (, presented a phased campaign that the Greek tourism industry had used to build trust and which had also kept interested travellers on its radar. As early as during the first lockdown the message from Greece was “Till then. Stay safe.“ Later on, it was “Stay safe. Stay home“. This was followed by the campaigns #greecefromhome and #endlessgreeksummer ( which continued to fan people’s desire to visit Greece.

Media Contact:

travel audience

Tom Starr, Global Sales Director

Tel. +49 30 530230610

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