Which strategy should a travel brand marketer use to target lapsing users?

Using the strategy of encouraging bookings to dream travel locations is an effective way to target lapsing users because it re-engages them by tapping into their aspirations and travel desires. Lapsing users, who may have lost interest or stopped engaging with the brand, often respond positively to the allure of exciting travel experiences. By focusing on 'dream travel locations,' the marketer can reignite the user's travel enthusiasm and motivate them to make a booking.

This approach leverages the emotional aspect of travel, enticing users by appealing to their imaginations and desire for new adventures. It can also involve showcasing exclusive deals or themed travel packages that align with users’ past preferences, which can further entice inactive users to re-engage with the brand.

The other strategies mentioned tend to address different areas. Encouraging users to redeem accumulated rewards points focuses more on immediate incentives rather than the aspirational aspect of travel. Email campaigns aimed at premium customers might miss the lapsing users who are not currently engaged or may feel excluded from targeted communication. Lastly, encouraging reviews post-trip assumes that users are currently active and satisfied with their experiences, which is not the case for those lapsing. Hence, the option to inspire bookings to dream destinations stands out as the most likely to revive interest and engagement