In today’s digital landscape, marketing strategies must adapt to changing consumer behaviours. The rise of social media and AI has transformed brand connections, making personalisation and data-driven decision-making essential.
Traditionally conservative, the cruise industry is now embracing digital transformation to attract new travellers. At CruiseWorld Asia 2024, industry experts discussed these challenges and opportunities in a panel titled "Marketing in Travel – Navigating the Digital Wave in the Cruise Industry," highlighting innovative marketing approaches by cruise lines and travel brands.
Leveraging social media and content creation
Tan Xue Jing, assistant vice president of marketing at Resorts World Cruises, highlighted the importance of tailored content for different social media platforms.
Tan Xue Jing, assistant vice president – marketing, Resorts World Cruises: "Having a brand mascot actually is good in keeping an emotional content with our followers and our customers."
She emphasised the effectiveness of short-form videos, particularly on TikTok, for capturing audience attention. Resorts World Cruises has found success with humorous content that indirectly showcases their entertainment offerings and facilities.
Elaine Chan, director of marketing communications at Pan Pacific Singapore, shared their approach of breaking down hotel marketing into individual outlets, each with its own character and target audience. She noted the success of behind-the-scenes content in engaging viewers and creating emotional connections.
The role of Key Opinion Leaders (KOLs)
Both Resorts World Cruises and Pan Pacific Singapore reported positive experiences working with influencers.
Tan stressed the importance of selecting KOLs whose personal brand aligns with the company's values, ensuring authenticity in their content.
Chan detailed their strategy of working with various types of influencers, from mass-market to niche, depending on the specific outlet or offering being promoted.
Measuring marketing effectiveness
Mae Chong, business development director at CARMA, a social media analytics company, emphasised the importance of comprehensive measurement.
Mae Chong, business development director, CARMA: "Make use of AI to help you sift through certain markets or certain industry trends to give you a little bit more clarity.”
She advised looking beyond basic output metrics to consider outtakes (audience reactions) and outcomes (business impact). Chong recommended integrating data from traditional media, social media, and consumer insights for a holistic view of marketing performance.
For smaller players with limited resources, Chong suggested utilising AI tools to analyse market trends and employing simple social listening tools to maximise marketing efforts.
The impact of AI on marketing strategies
The panel discussed the growing role of AI in marketing. Tan revealed that Resorts World Cruises currently uses AI primarily for internal purposes but plans to expand its use in digital marketing, particularly for customer analysis and personalised messaging. She also mentioned the potential future use of AI content creators as a cost-effective alternative to traditional KOLs.
Chong cautioned against over-reliance on AI, stressing the continued importance of human creativity and cultural understanding. She advocated for a blend of AI technology and human insight in marketing strategies.
Authentic storytelling and emotional engagement
Elaine Chan, director of marketing communications, Pan Pacific Singapore: "We measure by engagement matrix, but also we measure by post collaboration, if there is traffic driven to our website."
A key takeaway from the panel was the enduring importance of authentic storytelling. Chan shared an example of a behind-the-scenes video originally created as a gift for staff, which garnered significant engagement when shared on social media. This highlighted the power of genuine, relatable content in fostering trust and familiarity with the brand.
Chong emphasised the evolution from the traditional "4 P's" of marketing to the "4 E's": experiences, engagement, exclusivity, and emotion. She stressed the importance of these elements in elevating brand communication.
Don’t forget the human touch
Tan encouraged marketers to be agile and forward-thinking, unafraid to experiment with new trends and AI tools. However, she cautioned about balancing personalisation with data privacy to maintain customer trust and loyalty.
The panel concluded that while AI and digital tools are increasingly important, the human element remains crucial in creating meaningful connections with audiences. As the cruise industry continues to navigate the digital marketing landscape, a blend of innovative technology and authentic, emotionally resonant content will be key to success.