Opportunities for travel marketers now that cookies are here to stay

Travel marketers no longer need to radically reinvent their advertising strategies to remain competitive in the marketplace

The current recommendation is to continue building your first-party data sets, as regulations will continue to squeeze the effectiveness of third-party cookies. Nothing is on fire today, and first-party data collection does not need to be at the top of your priority list, but it will help you in the long run.

Instead of making first-party data collection your primary focus, performance marketing agency Propellic recommends several key areas of focus:

• First, continue to build cross-channel campaigns. You'll have valuable data at your fingertips if you run multi-channel campaigns (SEO, paid media, CTV, etc.) and make sure your departments are talking to each other;
• Second, reduce your reliance on individual marketing channels - companies quickly become too dependent on a single channel that works well;
• Third, leverage your first- and third-party data sets to build audiences and make better marketing decisions;
• Finally, make sure you're targeting travelers with the right messages at every stage of the travel research journey.

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