Written by Deployteq and Julian Scott (Shaw/Scott)
Why Personalisation Matters More Than Ever in Travel
As Julian Scott, Co-founder of Shaw/Scott, explains:
“It’s essential that travel brands go beyond the basics and provide truly customised communications before, during and after every customer journey. Not only will your customers expect this, it’s a powerful way to share vital information while also highlighting your brand’s commitment to providing great customer service and experiences.”
In an industry where trust, timing, and clarity directly influence traveller confidence, personalisation is no longer a bonus, it’s the baseline. Lifecycle marketing automation enables brands to meet these expectations by orchestrating personalised, perfectly timed communications across every stage of the journey. With this foundation, travel brands can create stronger emotional connections, drive repeat bookings, and shape more memorable travel experiences.
Before You Begin: Build the Foundations for a Seamless Customer Journey
Julian Scott captures this clearly:
“When mapping out your travel-focused lifecycle communications, start with the basics and build from there. Do not try to do too much at once until your technical and data foundations are solid.”
Seven essential campaigns to master the journey.
1. Welcome campaigns for a warm welcome aboard
A friendly series of emails can introduce travellers to everything the brand has to offer, such as loyalty programmes, onboard services, and tips to make their journey even better.
For airlines, this might mean sharing how they can earn and spend points or giving them a sneak peek at in-flight perks through a quick video. And for transport companies, it could be handy tips such as connecting to Wi-Fi, checking in smoothly, or what to expect onboard.
These thoughtful touches not only show passengers that the brand cares but also reassures them that they’ve made the right choice by booking.
2. Pre-departure emails to build excitement
Pre-departure campaigns are a great way to keep passengers engaged whilst reassuring them that everything’s taken care of. Brands can send helpful, personalised reminders about travel essentials, seat upgrades, or baggage policies to ensure airline passengers feel well-prepared.
For transport companies, it’s an opportunity to provide practical information, such as station amenities, weather updates, or even recommendations for places to visit at their destination.
These thoughtful messages not only build excitement but also show commitment to making the customer’s journey as smooth and enjoyable as possible.
3. Post-trip engagement to maintain connection
A simple, thoughtful thank-you email can work wonders. This can include a feedback request to show traveller’s opinions are valued, offer exclusive discounts for their next booking, or suggest destinations similar to where they’ve just been.
For example, if a passenger recently flew to Athens, brands can recommend other historic European cities they might love. These personalised touches keep customers feeling valued and eager to plan their next adventure with the brand.
4. Recovery campaigns to reconnect
A recovery campaign can help rekindle their interest and bring them back on board. Brands can reach out with a friendly message reminding them of what they’re missing, whether it’s new routes, upgraded services, or enhanced loyalty perks.
Brands can add a little urgency with a time-sensitive offer, such as bonus points or discounts for booking within a certain timeframe. Or, warm “We miss you!” email with an exclusive incentive can be just the nudge they need to return.
5. Disruption updates to build trust
Proactively communicating with passengers during these moments can turn frustration into trust. Brands can send real-time updates about delays, cancellations, or rebooking options, showing their customers that they’re on top of the situation.
For airlines, going the extra mile with lounge access or food vouchers can ease the inconvenience. Meanwhile, transport companies can offer automatic compensation or suggest alternative routes.
These thoughtful gestures demonstrate empathy and reliability, showing passengers they’re in good hands, even during challenging times.
6. Milestone rewards to celebrate your passengers
Whether it’s their first booking, reaching a loyalty programme tier, or earning a certain number of points, these moments are worth celebrating.
This could include sending an email congratulating the traveller on reaching a new loyalty tier, and providing a special perk such as discounted lounge access or priority boarding. Or, for transport companies, milestones could be celebrated with free tickets or exclusive upgrades.
Recognising these achievements is a simple way to turn passengers into proud, long-term customers and advocates for a brand.
7. Tailored travel suggestions to inspire
With tailored travel suggestions, brands can inspire passengers to start planning their next adventure. By using their booking history and preferences, brands can offer personalised recommendations that feel like they were made just for them.
For example, if a traveller recently flew to a beach destination, brands could suggest other beach getaways or tropical escapes. Or, if a passenger regularly commutes between two cities, brands could highlight seasonal discounts or special services for their route.
These suggestions not only show that brands are paying attention, they also position the brand as a helpful guide in travel planning.
Getting It Right Every Time: Why Accuracy and Timing Define Success
Julian Scott reinforces this point:
“Whichever travel-focused lifecycle communications you send out, it is absolutely critical that your team use the right tools and processes to ensure the data is correct and delivered at the correct time. Not only do errors often result in costly customer service inquiries, the damage to the brand can be costly too.”
The most successful travel brands combine strategic thinking, intelligent automation and strong data discipline. With these elements in place, your communications can consistently add value and improve the traveller experience from beginning to end.
Next steps
At Deployteq, we specialise in helping airline and transport brands engage with their audience at every step of their booking journey. And with our innovative marketing automation platform, all of the above campaigns can be executed with ease.
So, why wait? Get in touch today to start your lifecycle journey.
