When consumers today shop online, they start with search – and nowhere is that more true than in the travel sector. Travelers’ interest in searching for deals on flights is so vast, it has spawned an entire industry focused on aggregating airline inventory for easier comparison shopping.
Yet the rise of search-driven travel marketplaces has created intense challenges for airline brands, especially in direct-channel customer acquisition. How can airlines get consumers’ eyes on their websites when so much search traffic and booking volume goes elsewhere?
The answer: Performance content, which can help any business to maximize traffic acquisition and conversion – especially an airline.
What is Performance Content?
“Performance content” is one piece of a “performance marketing” strategy, so knowledge of both concepts is vital to understanding the value of their application in the air travel industry.
As an umbrella term, “marketing” encompasses a variety of interrelated objectives, including brand awareness. “Performance marketing” strips that away, drilling the intention of all activities down to the exact goal of driving consumer action in the most programmatic, measurable way possible.
Performance content is an invaluable tool in the performance marketing toolbox. Whereas “content marketing,” as a business strategy, can encompass all of the interrelated goals of marketing at large, “performance content marketing” is specifically focused on driving clicks and conversions via the measurement, distribution, and optimization of consumer-focused content.
Of course,” consumer-focused content” can mean anything from product videos and podcasts to blog posts and infographics. But in the true performance marketing context, it means inventory – think search-optimized, content-heavy landing pages for individual products and service offerings.
By disseminating a large volume of search-optimized product information (aka, performance content) broadly across the web, companies can vastly expand their online footprints – laying the groundwork for measurable, attributable increases in customer acquisition and conversions.
What Does it Mean for Airlines?
Performance marketing can be a huge undertaking for airlines, because they have some of the deepest inventories of any kinds of businesses. That’s partly why the search-based booking ecosystem exists – to help consumers actually find exactly what they need when it comes to their travel plans.
As such, collaborating with OTAs and MSEs remains vital for flight distribution. But when deployed to appropriate scale, performance content provides a high-value avenue for customers to find exactly what they need from an airline without utilizing a third-party booking engine or aggregator platform.
With the help of a trusted software partner, airlines can transform existing inventory-focused content (on fares, schedules, routes, and more) into performance content. New tools enable airlines to deploy dynamic webpages for every product, category, and segmentation relevant to their customers – driving better search-engine results to encourage more direct-channel bookings.
EveryMundo, for one, helps airlines create, manage, and distribute millions of branded, SEO-optimized pages for all their digital marketing channels – for every combination of product or service, in every language, in all of the markets they serve. The dynamic content of each webpage is pulled from airlines’ own inventory information– enabling carriers to leverage their existing data to far greater advantage in customer acquisition and conversion.
With third-party platforms today earning $5-12 for every customer booking, airlines can win back millions in lost revenue by seizing back even a small amount of search volume to the direct channel through performance content. It’s a high-performance game changer, and a smart long-term strategy for boosting direct channel results. To learn more, click here.