How Big Data and Analytics are Shaping Traveler Behavior: Insights from a Digital Marketer

Hi, my name is Amir. I'm a blogger and journalist covering tech and new media. In this interview, we discuss with Angelika Eremeeva how to leverage data-driven insights to transform marketing strategies in the travel industry.

Angelika Eremeeva is a digital marketing expert with over 10 years of experience in the travel industry. She has collaborated with leading global travel brands, including Travelpayouts, Booking, Agoda, Aviasales, WayAway, and Expedia Group, to enhance customer experiences through data-driven insights and innovative marketing strategies. A passionate traveler herself, she has explored 57 countries and 20 U.S. states, gaining a deep understanding of diverse traveler preferences and how to create unforgettable travel experiences that inspire loyalty.

Hey Angelika, you’ve been working in digital marketing for over a decade with a strong focus on the travel industry. Can you tell me about your journey in travel tech?

My journey into travel tech has been quite dynamic. I’ve had the opportunity to collaborate with major global travel brands like Booking, Travelpayouts, Expedia, GetYourGuide, and Agoda. These partnerships have been crucial in helping these companies leverage data-driven insights to better understand traveler behavior and transform their marketing strategies.

My journey into travel tech has been quite dynamic. I’ve had the opportunity to collaborate with major global travel brands like Booking, Travelpayouts, Expedia, GetYourGuide, and Agoda. These partnerships have been crucial in helping these companies leverage data-driven insights to better understand traveler behavior and transform their marketing strategies.

When I first started working in the travel industry, I was amazed by how much data could reveal about what truly drives travelers. It was eye-opening to see how even the smallest insights could influence marketing strategies and, ultimately, traveler decisions. Even after 10+ years in the industry, I’m still fascinated by how much we can learn and how the industry continues to evolve.

One of my key focuses has been using data to create more personalized and effective marketing campaigns, tapping into trends and preferences that often go unnoticed. For instance, I’ve worked on projects that dive deep into traveler data, uncovering insights that guide everything from content creation to influencer partnerships. Additionally, I’ve managed social media channels with over 100 million in engagement. It’s all about creating content that resonates, informs, and inspires travelers, ultimately enhancing their overall experience with these brands.

The Age of Data-Driven Travel

Interviewer: The travel industry has seen a lot of changes in recent years. From your perspective, how has big data and analytics played a role in this transformation?

The travel industry, like many others, has undergone a significant digital transformation over the past few years. Big data and analytics are no longer just buzzwords—they have become fundamental tools that shape both traveler behavior and marketing strategies. As a digital marketer with over a decade of experience working with major travel brands like Booking.com, Expedia, and Agoda, I’ve seen firsthand how data-driven insights can revolutionize the way we approach marketing in this industry.

In this conversation, I’ll dive into how big data and analytics have reshaped traveler behavior and discuss key strategies for leveraging these insights to create more effective marketing campaigns.

The Power of Big Data in Understanding Travelers

Interviewer: In your experience, how does big data enhance the understanding of travelers and their behavior in the travel industry?

At the core of any successful marketing campaign is a deep understanding of the customer. In the travel industry, big data gives us the ability to look beyond traditional demographics and segment travelers based on their behavior, preferences, and even emotions.

For example, by analyzing search patterns, booking history, and social media activity, we can predict when and where travelers are likely to book their next trip. I’ve worked on campaigns where we used these insights to identify emerging destinations months in advance. This allowed us to tailor our marketing efforts to meet the growing demand, ensuring we were always ahead of the curve.

Interviewer: Can you share a specific example of how you’ve used data to predict traveler trends?

Definitely! While working with a major online travel platform, we leveraged data to identify a rising trend in eco-friendly travel. By analyzing traveler preferences for sustainable accommodations and experiences, we were able to launch targeted campaigns that highlighted these options. This approach not only met customer demands but also helped build stronger brand loyalty, as it aligned with the travelers' values around sustainability.

Personalization Through Data

Interviewer: Personalization is a big buzzword in marketing these days. How has big data transformed personalization for travelers in the industry?

One of the most transformative aspects of big data is its ability to enable highly personalized marketing. Today’s travelers expect more than just generic recommendations—they want offers tailored to their specific needs and preferences. With the help of data analytics, we can personalize every step of the customer journey, from the moment they start searching for a trip to post-travel engagement.

By leveraging data, we can send personalized emails with travel suggestions based on a traveler’s past behavior, preferred destinations, and even the time of year. This significantly boosts engagement and conversion rates. For instance, when it comes to solo female travelers, offering personalized recommendations around safety-focused destinations can build trust and foster long-term loyalty.

Interviewer: Can you provide an example of how you’ve used real-time data for personalization?

In one of my recent projects, we used real-time data analytics to deliver personalized content to users as they browsed travel websites. By analyzing their browsing history and clicks, we could offer hotel and activity recommendations tailored to their interests in real-time. This approach led to a 15% increase in booking rates. Personalization isn't just a buzzword—it truly drives results when done effectively.

Data-Driven Content and Social Engagement

Interviewer: How does data influence content creation and social engagement in the travel industry?

Data doesn’t just inform our marketing strategies—it plays a pivotal role in shaping content creation and social engagement as well. Travelers today want to engage with content that resonates with them on a personal level, whether that’s through blog posts, videos, or social media.

We’ve used data to identify which types of content perform best with different traveler segments. For instance, adventure travelers are more likely to engage with high-energy video content, while luxury travelers respond more to immersive storytelling and detailed visual guides. By understanding these preferences, we can create content that not only grabs attention but also drives conversions.

Building Trust Through Transparency and Flexibility

Interviewer: In the post-COVID world, how has data influenced the way travel companies build trust with their customers?

Post-COVID, data has been crucial in helping us adapt to new traveler behaviors. Consumers now place a higher value on transparency and flexibility than ever before. With data analytics, we can track these shifting preferences, such as the growing demand for flexible booking policies and enhanced hygiene standards. This insight allows us to adjust our marketing messages to address what travelers are really looking for.

During my work with SkyUp Airlines during the pandemic, we took a data-driven approach to shift our strategy. Instead of focusing on direct sales, we prioritized building trust through inspirational campaigns. We moved away from pushing bookings and instead aimed to keep travelers engaged by inspiring them to dream about future trips. At the same time, we offered flexible options for when they were ready to travel again. It was all about creating a sense of reassurance and connection, which helped maintain brand loyalty during uncertain times.

The Future of Data-Driven Travel Marketing

Interviewer: How do you see the role of big data evolving in travel marketing, and what can digital marketers expect in the future?

As we look ahead, the role of big data in travel marketing is set to expand even further. Machine learning and AI are already transforming how we analyze vast data sets to predict future traveler behavior and market trends. This enables us to adapt marketing strategies in real-time and offer even more personalized experiences.

For digital marketers, the challenge will be to keep innovating by leveraging data to create travel experiences that are not just personalized but also emotionally resonant. The more we learn about our travelers through data, the better equipped we are to meet their needs—and keep them coming back.

I’d love to mention a couple of tools that can aid in analyzing and working with travel trends. For instance, Google Analytics provides in-depth insights into user behavior on travel websites, helping marketers tailor content and offers more effectively.

Another great tool is Ahrefs, which can track search trends, showing which destinations or travel experiences are currently gaining popularity.

For social media analysis, Hootsuite Insights allows marketers to monitor conversations around travel, picking up on emerging trends and customer sentiments.

By incorporating these tools into our strategies, we can continue to stay ahead of trends and create marketing that truly resonates with our audience.

Conclusion

In the travel industry, big data and analytics are not just tools—they’re game-changers. By leveraging data to understand traveler behavior, personalize experiences, and create meaningful connections, digital marketers can transform how we engage with our audiences. And as technology continues to evolve, so will our ability to shape the future of travel.