MARKETING AUTOMATION IN THE TRAVEL BUSINESS: TOOLS, ECONOMIC ASPECTS AND INTERNATIONAL EXPERIENCE

Abstract

The article carries out a comprehensive study of the best practices of foreign countries in the use of marketing automation tools in the tourism business. In particular, three countries were selected that actively use modern technologies to improve the tourist experience: United Arab Emirates (UAE), Singapore, and Estonia. In these countries, the use of marketing automation tools has become an important aspect of the tourism industry development. The study covers the use of innovative technologies such as artificial intelligence-based chatbots, augmented reality, and intuitive websites and mobile applications. These automation tools help to create a personalized experience for tourists, providing them with the most convenient and relevant offers according to their individual preferences. An important advantage of using such technologies is the ability to instantly respond to customer requests and provide them with real-time recommendations. Personalization of the tourist experience through the automation of marketing processes has several important advantages. Firstly, it can significantly increase the satisfaction of tourists staying in the country, as each client receives personalized offers and information that meets their interests and needs. Second, it encourages repeat visits and creates additional opportunities for customer loyalty. This, in turn, contributes to a steady increase in the number of tourists and increased profitability of the industry. The study showed that the use of marketing automation technologies significantly increases the effectiveness of marketing campaigns. Thus, the results of the study demonstrate that the use of marketing automation tools with the help of the latest technologies is an effective tool for improving customer interaction and optimizing tourism services. The findings can serve as a basis for the development of new marketing strategies for travel companies seeking to implement innovative approaches to attracting tourists and developing the tourism industry as a whole.