WeatherAds for travel & tourism industry

WeatherAds can help businesses in the travel, tourism and hospitality space increase brand awareness, engagement and bookings, with our unique marketing triggers and ad targeting signals for travel & tourism.

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Weather impacts sales for the travel & tourism industry

The weather has a massive impact on the travel & tourism industry -both in terms of driving demand and influencing decisions, including the following; vacation choice, (staycation vs trip abroad), destination choice (e.g. beach resort vs ski resorts), last-minute bookings, cancellations or amendments, activity choices (e.g. museums vs outdoor sightseeing), and demand for travel insurance (e.g. during severe / extreme conditions.)

Key weather insights for travel & tourism
‍

The World Tourism Organization sees weather as the most important factor when choosing leisure travel destinations.

On days with continuous rain, travel bookings for a leading online portal rise by 7%.

During sunny, warm weather, Google search volume for vacations to Mallorca decrease by 14%.

Travel, Tourism & Hospitality Use Cases for WeatherAds

Below are some examples showing how businesses in the travel and tourism space can use WeatherAds to improve the performance of their marketing campaigns, boost engagement, drive more sales and increase return on ad spend.

Campaign Overview

Product: Package holidays to Mallorca
Scenario: 'Good weather in Mallorca'
Platforms: Facebook, Instagram, GDN, YouTube, RTB Display, RTB Video
Goal: Online bookings

Automation Rules

Trigger

Live weather

IN

Mallorca

is

above 25°C

sunny

Action

Activate 'MALLORCA HOT WEATHER' ads in UK

AND

Pause 'MALLORCA HOT WEATHER' ads when condition ends

Creative Execution (Ad)

Campaign Overview

Product: Ski resort tickets
Scenario: 'Fresh Powder in Resort'
Platforms: Facebook, Instagram, GDN, RTB Display, RTB Video, Email
Goal: Online bookings

Automation Rules

Trigger

Snowfall

is

heavy

within past 24 hours

IN

Whistler Blackcomb

Action

Turn on 'Fresh Snow' ad sets & ad groups

THEN

Turn on 'Brand' ad sets & ad groups when condition ends

Creative Execution (Ad)

Campaign Overview

Product: Hotel bookings
Scenario: 'Flight cancelled > last minute hotel deals''
Platforms: Paid Search, Social, Programmatic Display
Goal: Online purchases

Automation Rules

Filter 1 (Flight cancellation risk high)

IF

Flight cancellation index

is

very high

today

THEN

Show 'LAST MINUTE HOTEL' ads in relevant geos on RTB & Social

AND

Increase bids on Paid Search by 30% for relevant geos

Filter 2 (Flight cancellation risk low)

IF

Flight cancellation index

is

Low

today

THEN

Activate 'BRAND' ads on RTB & Social

AND

Revert to default bid on Paid Search for relevant geos

Creative Execution

Weather-Based Marketing Tactics for travel & tourism businesses

Serve ads to audiences based on their local weather conditions

Serve ads to audiences based on the weather in a different location (e.g. in a ski resort)

Pre-emptive targeting & messaging using predictive triggers (forecast conditions)

In-the-moment targeting & messaging using real-time triggers (live current conditions)

Reactive trend-based targeting & messagingusing recent past triggers (historical conditions)

WeatherAds triggers & data for travel & hospitality ad targeting

Conditions

Indices

Temperature (max and min)





Flight delays

RealFeel® Temperature





Travel index

Sunshine





Ski weather

Rainfall





Golf weather

Severe Weather (e.g. Hail, Storms, Hurricanes, Floods, etc.)





Beach & pool / outdoor activity

Travel, Tourism & Hospitality Industry Ad gallery

Examples of travel, tourism and hospitality advertising and creative executions that have relevance to weather and environmental factors. Intended for demonstrational purposes only.