News US flyers offered targeted travel nudge

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US flyers offered targeted travel nudge

US travellers are finding options for booking flights presented to them in increasingly topical and digitally integrated ways.

US travellers are finding options for booking flights presented to them in increasingly topical and digitally integrated ways.

Northwest Airlines has provided air travel enthusiasts with a new digital version of its WorldTraveler in-flight magazine, offering customers targeted information, destination news and links to booking flights with the airline.

Tammy Lee, vice president of corporate communications for the carrier, said: "The new digital format gives us the ability to customise offers and target them to the individual reader, depending on where the customer is originating from and travelling to. From the advertiser’s perspective, it is great for targeted marketing. From the customer’s perspective, they can view the content they want from the convenience of their own computer."

Northwest is not alone in presenting US holidaymakers with incentives for travel and greater facility for booking it: online travel agent (OTA) Expedia is targeting a newly identified holiday market – the 130 million US citizens expecting an income tax rebate in May – with a campaign to make them spend their fiscal boon on a holiday.

Launching its Vacations Designed with Rebates in Mind drive, the OTA is tailoring coupons and trip offers to the financial limits of the rebate, assembling flight and accommodation packages to domestic destinations such as San Francisco for sums within the limits of the expected rebate.

Paul Brown, president of Expedia North America, said: "Adding our exclusive trip offers and instant coupon multiplies the possibilities Americans have for a tax rebate getaway this spring."

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