{"id":67926,"date":"2024-08-23T12:47:17","date_gmt":"2024-08-23T04:47:17","guid":{"rendered":"https:\/\/blue-sea-697d.quartiers047.workers.dev:443\/https\/www.webintravel.com\/?p=67926"},"modified":"2024-08-23T20:28:35","modified_gmt":"2024-08-23T12:28:35","slug":"with-or-without-cookies-travel-marketers-must-prioritise-first-party-data","status":"publish","type":"post","link":"https:\/\/blue-sea-697d.quartiers047.workers.dev:443\/https\/www.webintravel.com\/with-or-without-cookies-travel-marketers-must-prioritise-first-party-data\/","title":{"rendered":"With or without cookies, travel marketers must prioritise first party data"},"content":{"rendered":"

Google\u2019s reversal of cookie decision buys marketers time; reality is cookieless strategies should not be abandoned<\/strong><\/h1>\n

By now, Google\u2019s reversal on its decision to remove third party cookies has had time to settle into the market and travel marketers in Asia Pacific and elsewhere have also had time to digest what it means for their business.<\/p>\n

Jon Owen, CEO for Go City<\/a>, for one is pleased with the decision. \u201c\u2060I think it’s great news that Google is continuing with its decision to resume cookies. This has been a topic of contention for such a long time, around four years, and the reversal of this decision is definitely very welcomed.\u201d<\/p>\n

An airline chief commercial officer, based in the Middle East, also told WiT that he\u2019s happy as \u201cit drives higher acquisitions and higher conversions so more dollars in the bank\u201d.<\/p>\n

\"\"

Lina Ang:<\/em> \u201cInstead of focusing on cookies, travel marketers should focus on investing in new solutions that evolve with changing customer expectations.\u201d<\/em><\/strong><\/p><\/div>\n

Lina Ang, managing director, International Property Sales for travel marketing platform, Sojern<\/a> Asia Pacific, who has a wider view of the market, said that it was met with mixed reactions in the region.<\/p>\n

\u201c<\/strong>Overall, the travel industry has been working hard to create and deploy campaigns that effectively target potential travellers while still protecting consumer privacy. While we\u2019ve come a long way, there\u2019s still no perfect solution.<\/p>\n

\u201cIn response to Google\u2019s news, some travel marketers in the APAC region breathed a sigh of relief, not because they\u2019re going back to heavily relying on third-party cookies, but because now there\u2019s no hard-and-fast deadline, which gives us time to discover even better solutions.<\/p>\n

\u201cWhile some travel marketers were relieved, others weren\u2019t surprised at all. The reality is that monetization was down in the cookieless tests, and the shift in control\u00a0from 3rd parties to Google wasn\u2019t seen as all that\u00a0great<\/a>\u00a0for consumer privacy. Given these results, as well as four years of delays, it\u2019s clear that Google made the right move by shelving its plan.\u201d<\/p>\n

The immediate impact of this policy change, said Ang, is that \u201ctravel marketers can continue deploying their campaigns without disruption. They can still use third-party cookies, which allows them to target potential travellers, especially early in the decision-making process. That said, Google\u2019s stance could change at any time, so it\u2019s important that travel marketers don\u2019t get too comfortable keeping cookies in the mix\u201d.<\/p>\n

Go City’s Owen observed that whilst having identity and tracking signals is important for travel marketers, it’s also not the be-all-and-end-all solution. \u201cWe still need to remember that apart from 3rd party cookies, travel brands should first and foremost rely on their own first party data such as geography, user behaviour, context, conversion metrics and so forth. At Go City, we layer both quantitative and qualitative data together for a well-informed holistic view.<\/p>\n

\u201c\u2060Travel brands should expect the group of users opting for 3rd party cookie tracking to decrease, so whilst it’s not banned, GDPR (General Data Protection Regulation) and increasing education around privacy will encourage users to block 3rd party cookie tracking anyway, so we need to prepare for that.<\/p>\n

\u201cThe costs for such workarounds mentioned might be a factor, especially for travel startups. I would encourage smaller companies to set aside a bit of budget for workaround solutions. For example, in 2023 Apple introduced options for its users for apps tracking and 66% of their users opted out so there needs to be a cost effective counter measure,\u201d he said.<\/p>\n

Ang advised travel marketers to continue to focus on personalised marketing across channels that also prioritises consumer privacy. \u201cOver the past four years, we have made a lot of progress with how we use data, targeting, and more \u2013 and it\u2019s been clear for a while that it\u2019s not going back to a cookie-centric adtech world.<\/p>\n

\u201cInstead of focusing on cookies, travel marketers should focus on investing in new solutions that evolve with changing customer expectations. First-party and other opt-in data will be critical in the short- and long-term, because it prioritises building relationships with travellers, which is what they want.<\/p>\n

\u201cBy using that first-party data to build profiles of guests, travel marketers can enable multi-ID strategies that target relevant audiences with relevant ads. When consumers reap the benefits of a more personalised experience, they\u2019ll be more open to sharing their information with brands, which will ultimately help us move away from third-party cookies.\u201d<\/p>\n

As for how travel marketers should act long term, she said that travel marketers must continue to prioritise privacy while creating a diverse ad strategy that doesn\u2019t rely on cookies or on any single targeting method for that matter.<\/p>\n

\u201cCookies will continue to degrade over time and the travel industry will see a step-function decline once Google Chrome implements its consumer opt-out flow. However, cookies shouldn\u2019t be marketers\u2019 only focus. Relying on any single targeting method is risky, whether that\u2019s cookies or something else, so adopting multi-faceted tactics will be the key to success. Change happens fast in digital marketing and in the travel industry, so marketers can\u2019t afford to put all their eggs in one targeting basket.<\/p>\n

\u201cIn addition to pushing forward with existing cookieless and multi-ID strategies, travel marketers must also have a plan to expand their investments in cloud-based martech solutions. The future of travel is in real-time, and it\u2019s impossible to get the rapid insights marketers need about guests using on-premises tools.<\/p>\n

\u201cIn the travel industry, brands should look at cloud-based property management systems (PMS), point of sale systems (POS), and customer relationships management (CRM) solutions that will allow them to connect all sources of data. This will help marketers paint a complete picture of their guests using all available data, which will enable better, more accurate targeting before, during, and after their stay.\u201d<\/p>\n

The bigger concern according to the airline commercial head is, what’s the \u201cnext\u201d GDPR or CCPA (California Consumer Privacy Act)? \u201cBefore we know it as an airline, we will have to consider dozens of country specific regulations. A commercial guy will be smiling; the legal and regulations team definitely will not be.\u201d<\/p>\n

Said Ang, \u201cCurrently, marketers are trying to find ways to balance privacy and personalisation. We can\u2019t go back to the old way of doing things, but many travel marketers don\u2019t yet have a robust first-party data strategy in place.<\/p>\n

\u201cSolidifying a great first-party data strategy will be critical both now and in the future, as well as defining a tool and partner ecosystem. It\u2019s impossible to connect first-party customer data to other online data sources without partner help, so by creating the right partnerships now, marketers can strike the balance of privacy and personalisation to build long standing, loyal guest relationships.\u201d<\/p>\n","protected":false},"excerpt":{"rendered":"

Google\u2019s reversal of cookie decision buys <\/p>\n","protected":false},"author":6,"featured_media":67934,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"footnotes":""},"categories":[6,3596,13509,12792],"tags":[14365,14364,759,14366],"class_list":["post-67926","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","category-news","category-slider","category-technology-news","tag-3rd-party-data","tag-cookies","tag-digital-marketing","tag-first-party-data"],"yoast_head":"\nWith or without cookies, travel marketers must prioritise first party data - WiT<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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