The Martech phenomenon in the tourism sector

In recent times, the Martech (marketing technology) conceptapplied to the tourism sector has begun to receive the attention it deserves. Marketing and technology applied to tourism are increasingly linked because potential travellers have moved into the digital world.   Here’s why the MARTECH model is impacting tourism companies and their benefits:

Martech consists of a fusion of marketing and technology. Basically, it’s the use of technology tools like digital analytics or Big Data to improve marketing strategies. In this way, through the measurement of very detailed results it is possible to create opportunities to improve the products or services offered to tourists.

In the words of John Koetsier, mobile economist at Tune, a mobile analytics and performance company:

“Every piece of technology a marketing specialist uses to reach a potential customer is martech. From an eMail system like MailChimp to a social media marketing platform like HootSuite.”
John Koetsier (TUNE Mobile Economist) 

Some of the factors that Martech focuses on are the optimization of the offer and the search and research that tourists carry out before and during the trip. The personalization of the offer and the use of the customer journey are the main objectives of this practice.

Tour providers who use Martech in their business 
  1. Transport (such as airlines to control information flows)
  2. Accommodation Providers (social media monitoring of hotel experience)
  3. OTAS – Online travel agencies (chatbots and mobile shopping experience)
Main areas where Martech applies in tourism 
  • Mobile usage: Experience and analysis of mobile device usage.
  • Automation: Use software to automate marketing processes, such as customer segmentation, data integration, and campaign management.
  • Social media monitoring: Measurement of content, noise and engagement created on the various social media platforms.
  • Data Storage: In professional ERPs or CRM.
  • Website analysis and measurement: Web analytics software allows you to attract more visitors, retain or attract new customers.
  • Retargeting: Impacting users who had previously interacted with our brand.
  • Artificial intelligence: Applying   robotics, chatbots, virtual agents.

Martech’s purpose is to help marketers do their job and facilitate their interactions with their target audience. Therefore, it is involved in every stage of the customer’s journey, ranging from awareness, interest, consideration, intent, evaluation, to decision and satisfaction. Investing in Martech allows you to get better ROI data and evaluate our marketing strategies more tightly.