Once defined solely by the movement of people, today’s travel industry also reflects the fluidity of travellers’ plans. Flights get rescheduled, routes change, consumer habits and travel trends evolve, often at short notice. Even routine adjustments can influence traveller behaviour and, in turn, how brands should approach their marketing.
Factors such as new routes, seasonal demand, or regional developments can all shape where people go and when. But disruption doesn’t mean brands need to pull back; it means being ready to adjust, stay relevant, and meet travellers where their plans take them.
In fact, those that adapt in real time, leveraging the power of adtech, are preserving both relevance and return on investment. Many brands are shifting their focus, 65 per cent are prioritising customer retention, while 64 per cent are concentrating on brand-building efforts. In the UAE, where tourism contributes over AED236bn to the economy, the ability to adapt campaigns quickly is critical.
The challenge with static campaigns in a fluid world
Traditional advertising locks brands into fixed geographies, messages, and timelines. It assumes stability in a volatile industry. Even digital campaigns that rely on cookies face limitations, particularly as privacy regulations grow stricter. Travel plans rarely stay static; when flights change, travellers simply reroute, and brands need to do the same.
A recent survey shows that UAE residents are still eager to explore, with one-third of respondents planning at least two international trips this year. High-income travellers expect to take five or more. But where they go, and when, is increasingly shaped by external factors such as weather, visa changes, etc.
Travel brands cannot afford to rely on static, seasonal campaigns. Instead, they must deliver personalised, timely engagement that mirrors the entire traveller journey. Relevance is now the only way to compete.
How adtech fuels real-time agility
This is where adtech makes the difference. By tapping into first-party data like loyalty programmes, purchase history, and email lists, brands can target consumers based on actual behaviour, not assumptions. The result is higher conversion rates, better experiences, and more efficient campaigns.
Unlike conventional ads, modern adtech ecosystems like Yango Ads offer a closed-loop system. Brands can track performance from ad exposure to purchase, adjusting campaigns for maximum impact. But agility goes beyond tracking to dynamic, real-time adjustments:
Geo-targeting to alternative destinations: If a route faces disruption, marketers can swiftly pivot, shifting focus from a capital city to a mountainous escape. The UAE is a top trending destination for GCC residents and emerging markets, offering ample opportunity to redirect attention closer to home.
The latest research shows that the MENA region is the most popular for outbound travel from the UAE, attracting 30 per cent of travellers, followed by the UK and Europe. Travellers under thirty are interested in off-the-beaten-path experiences in emerging destinations such as Central America and the Caribbean Islands.
These evolving preferences highlight why travel brands must use geo-targeting wisely to pivot campaigns quickly, ensuring their messaging and offers align with where demand is building in real time. Brands can engage consumers when they’re most receptive, offering new cities and hidden gems waiting to be explored.
Ride and mobility data integration: By leveraging ride-hailing and mobility data, advertisers can understand movement patterns and use these insights to deliver real-time, targeted, timely offers. For example, a user booking a ride from Dubai International Airport to Downtown Dubai could be served relevant ads for nearby attractions, dining deals, or late check-out offers before they even arrive.
This level of contextual, location-based engagement ensures brands remain visible and relevant at key decision-making moments along the travel journey.
Budget reallocation to active markets: Data-driven insights allow advertisers to shift spend from affected routes to cities experiencing increased inbound travel.
For instance, GCC residents are more interested in solo travel, short-haul trips, and domestic tourism, especially in Saudi Arabia and the UAE, which continues to grow. With these patterns in mind, travel brands can use real-time data to reallocate their campaign spend, shifting focus towards these growing segments.
Real-time creative swaps: Messaging needs to evolve with circumstances. When international travel came to a near standstill during the pandemic, a global accommodation platform pivoted its marketing to focus on domestic getaways, extended stays, and work-from-anywhere experiences.
They reimagined their campaign messaging around safety, flexibility, and the idea of belonging anywhere, making it highly relevant to the circumstances. By 2021, the platform reported its strongest year to date.
Cross-platform visibility: Travellers consult multiple platforms before booking—comparison sites, online travel agencies, loyalty programs, and social media all influence decisions. Brands must maintain a presence across these touchpoints to guide the journey.
Mobility-based retargeting: Engagement shouldn’t stop once the trip ends. Retargeting for feedback, loyalty perks, and future offers nurtures long-term brand affinity. In fact, 70 per cent of consumers are more likely to convert after exposure to retargeting ads, making this a highly effective way for travel brands to drive repeat bookings.
Research shows nearly 90 per cent of consumers prefer personalised ads, and 87% engage more with ads aligned to their interests. With mobility data woven in, travel brands can adapt in real time, whether it’s promoting last-minute bookings, shifting destination focus, or guiding users to relevant offers during their journey.
With millions of daily users across ride-hailing, in-app banners, and food delivery integrations, ad ecosystems like Yango Ads offer access to a high-intent, urban consumer base, ideal for travel brands.
This boasts direct, first-party relationships, enabling precise targeting, personalised messaging, and measurable results, a major advantage as third-party cookies decline. It’s a streamlined way to connect with high-spending, digitally-savvy users accustomed to seamless app experiences.
Adaptation is the way forward
Travel disruptions and shifting flight routes are a reality, but they don’t spell doom for marketing efforts. If anything, they highlight the need for smarter, more flexible strategies.
Long-term, the outlook remains positive. By 2043, passengers from Asia are expected to account for half of global air travel demand. Brands that build adaptable, data-driven marketing strategies today will be best placed to thrive tomorrow.
With the right adtech tools, travel marketers can remain responsive, relevant, and efficient, even amid uncertainty. Smart, agile advertising ensures that brands stay visible, persuasive, and ready to meet travellers wherever their journey takes them.
By Malika Kennedy, Chief Business Development Officer, Yango Ads MEA
