The challenge of reaching Young Travellers: Tourism & OOH

Gen-Y, Millennials, Gen-Z, the i-Generation, post-Millennials; the young, under 35s population have many labels. This modern generation of consumers have matured together with the internet; their lives are closely integrated with the latest technological developments.  They perceive both as necessities rather than luxuries and they rely on the transparency, communication and the communities that these tools provide.
Travel & Tourism brands are focused on capturing the attention of this growing segment of the population by being part of the conversation, and by providing unique and resonating experiences. Engagement and targeting have been an important part within the media strategies among brands who understand the way these consumers think and how they make purchasing decisions. OOH has been widely integrated into marketing strategies as it offers unique, real-life capabilities that ensure results for both goals.

Community thinking

Communicating on social media and instant messaging is deeply ingrained in the everyday behaviour and the decision-making processes of young consumers. Only by offering relevant and compelling content at the right time and place, can brands build a genuine connection within the communities of this audience and earn a trusted role in the consumers’ shopping habits.
Although OOH is traditionally known for long-term brand building, the medium’s combined strength of building mass coverage with adaptive digital delivery can influence short-term consumer behaviour. To ensure smooth cross-channel communication, successful Tourism campaigns have integrated their OOH and digital marketing strategies.
Research shows that people who see an OOH campaign are 17% more likely to engage with the brand on their smartphone.  Campaigns that feature clear call-to-action driving to mobile, hashtags, QR codes or NFC drive mobile engagement. Furthermore, Digital OOH (DOOH) opportunities provide flexible, responsive and targeted brand messaging. With any content from weather, location or custom live sales data and social media feeds, Dynamic content allows advertisers to tie in consumer and market data to maximise the performance of their OOH campaign delivery.

Generation that prioritises experience

Due to having different outlooks both in their personal and their professional lives, younger consumers also have different expectations from travel than older travellers. In fact, per a recent report by Global Business Travel Association, 48% of young professionals will extend their business trip for leisure. For them travel is a lifestyle. They will often prefer pursuing unusual, memorable experiences over standard beach holidays.
The OOH audience is in an active mindset, open to visual stimulation and brand interaction. OOH offers the unique opportunity for brands to have a physical presence during the everyday journey of urban consumers. And with innovative, outside-the-box campaigns Tourism advertisers can leave a lasting impression by beginning the consumer experience before the departure. Audiences will engage with brands who show an understanding of their needs and their lifestyle in a unique and memorable way. Campaigns that provide an experience can create a powerful emotional connection with their audience.

Harnessing data

With digital innovation and the sheer mass of information available, young consumers expect brands to offer them only the most relevant and contextual messaging. The proliferation of purely online travel brands like AirBnB, TripAdvisor or Expedia, as well as the popularity of online influencers, point to a demand for unlimited access to trusted sources offering authentic, unique and exclusive travel experiences all over the world.
Digital brands have a unique advantage of possessing large volumes of data. OOH is a medium that commands trust, and its mass reach provides fast cover. Today, with DOOH, brands can integrate this data to communicate information that reflects the in-the-moment demand. By using Dynamic content brands can anticipate the needs of consumers and provide topical, entertaining and unique content.

Young consumers are challenging the purchasing journey within Travel & Tourism. Advertisers wishing to reach this increasingly valuable audience must show an understanding of their habits, needs and travel preferences and target them differently. OOH offers plenty of space for innovation and engagement. The physical presence of the medium within the daily journeys of these consumers, allows brands to truly stand out, demonstrate their shared values in the real world and leave a lasting impression.