What About What They Don’t Want?

We’re at the eyefortravel Online Marketing Conference in Miami. After just a few hours here it's clear that this industry is bombarding travelers with ‘stuff.’ Emails, deals, packages, upsells, promotions. TravelZoo alone sends an email every week to 50 million people. And every email, tweet and sale is measured and obsessed over.

Marketers are pushing and pulling travelers around the web in the hopes of getting that last click.

We’re hearing presenters talk about travelers in terms of traffic, conversions and users… the word ‘people’ seems to have been forgotten.

We get it. This industry is all about sales. But overwhelming people is not the answer.

What if we stopped thinking about what travelers want (just for a moment), and tried thinking about what they don’t want. They don’t want a spammed inbox. They don’t want to spend hours searching through deals. They don’t want to be blitzed with irrelevant ads and offers…