April 6, 2018

An Interview With Our Newest Brand Partner: Nomad Lane

We’re excited to announce our newest partnership with travel accessory brand, Nomad Lane (view their Instagram). As companies in the hospitality and travel industry, we worked together to create a co-branded passport wallet – a piece that inspires the wanderlust of today’s modern traveler. With sleek and thoughtful-design, each Nomad Lane accessory is created ethically and specifically with the traveler in mind.

Nomad Lane has a strong belief that traveling makes us better people and was founded with the goal of crafting well-designed travel accessories so users can look forward to the journey ahead. Together, with the partnership between Nomad Lane and HEBS Digital/NextGuest Technologies, we’ve got you covered from the booking phase to the travel phase to make each journey as memorable as possible.

We recently sat down with Vanessa and Kish, founders of Nomad Lane, to get insights on how they craft their digital strategy to reach the travel consumer.


HEBS: How does your digital strategy play a role in increasing conversions on your website?

V + K: Our digital strategy plays a significant role in driving conversions on our website. First, we started by researching our target audience and developing buyer personas so we could really understand our customer priorities and interests, especially as it relates to travel. We then thought about the customer journey as it relates to purchasing new travel gear and taking a trip. We plotted our marketing activity against this customer journey to understand the role various channels play in relation to the funnel. Our marketing channels range from upper funnel tactics that build awareness and credibility such as content, reviews, and influencer marketing. For the lower funnel we focus on retargeting ads and email primarily to drive conversions.


HEBS: If you could give one piece of advice for someone launching a content strategy in the travel industry, what would it be?

V + K: The primary piece of advice I would give to someone launching their content strategy would be to do some research on your buyer personas and their respective customer journey.  It’s important to take the time to understand their concerns and pay attention to the points in the journey where customers experience “moments of truth” so you can create content that resonates. Once you have these general topic buckets, you can drill down deeper to come up with specific keywords by using keyword research tools. This way you are ensuring that the content you create has SEO value as well.


HEBS: What keeps you up at night about your digital strategy?

V + K: Similar to most marketers, we’re constantly thinking about how we can measure the efficacy of our various digital marketing efforts and ensure that allocated budgets are spent as efficiently as possible. We’re constantly monitoring our Customer Acquisition Cost (CAC) across all our marketing channels and trying to think of ways to bring that down.


Learn more about Nomad Lane by visiting their website, and check out their Instagram.

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About HEBS Digital:

Founded in 2001, the firm is headquartered in New York City and has global offices in Las Vegas, Tallinn, Munich, and Auckland. Through its Smart Guest Acquisition Suite, including the smartCMS®, Content Personalization Engine, Smart Data Marketing, and full-service digital consulting and marketing solutions, HEBS Digital helps hoteliers drastically boost direct bookings, lower distribution costs, and increase the lifetime value of guests. Its diverse client portfolio consists of top-tier luxury and boutique hotel chains, independent hotels, resorts and casinos, franchised properties and hotel management companies, convention centers, spas, restaurants, DMO and tourist offices.

Part of NextGuest Technologies, HEBS Digital and Serenata CRM, the most comprehensive Hotel CRM Suite today, are the creators of the hospitality industry’s first Fully-Integrated Guest Engagement & Acquisition Platform.

Contact HEBS Digital’s consultants at 1 (800) 649-5076 (North America), +64 (0) 9 889 8489 (Asia Pacific) or success@hebsdigital.com.


Editorial Contact:

Garrick Lee
Marketing Manager, HEBS Digital
Phone: (212) 752-9425
Email: garrick@hebsdigital.com