Travel marketing is flooded with digital noise. But what can cut through the clutter? Something tangible. Something people actually open.
Direct mail has become the unsung hero of travel marketing especially when powered by data.
Why? Because when it’s done well, it doesn’t feel like marketing. It feels personal. It feels relevant. It feels like you’ve been seen.
At PDV, we’ve built a set of Travel Segments based on real customer behaviour; where they go, how they book, what kind of trips they take. Actual data collected directly from the consumer. These segments help brands send print campaigns to the right people, with the right message, at the right time. The result? New customers who are far more likely to book.
Why segmentation makes or breaks acquisition mailings
Many travel mailings still take a one-size-fits-all approach, beautiful brochures sent to everyone, hoping for the best. It’s expensive and wasteful. But the good news is that it is easy to fix.
When you’re acquiring new customers, precision is everything. Data-driven segmentation allows you to:
- Target individuals and households genuinely in-market for your type of holiday.
- Craft messages that match what motivates them.
- Spend less on wasted mail, and more on the audiences that matter.
Direct mail thrives on relevance. And relevance starts with knowing exactly who you are sending to.
Meet the six PDV Travel Segments and how to use them for smarter prospecting
We have been collecting data directly from consumers for 25 years. Therefore, our travel segments are built from millions of UK consumer data points. Not just demographics, but behaviour and intent. They allow travel brands to find new customers who look and act like their best bookers.
Here’s how they help you mail smarter:
- Budget Backpackers
Spontaneous and deal-driven.
Ideal for: hostels, low-cost airlines, multi-stop packages.
Mail approach: punchy postcards or folded mailers promoting last-minute deals and flexible adventures. - Family Starters
Organised, value-conscious, and safety-focused.
Ideal for: family resorts, package holidays, short-haul getaways.
Mail approach: friendly tone, family imagery, clear “book early” value offers. - Growing Families
Comfort seekers who return to trusted operators.
Ideal for: coach holidays, resort packages, or traditional tour brands.
Mail approach: familiar destinations, easy planning, clear upgrades. - Luxury Travellers
Experience-led and brand loyal.
Ideal for: cruise lines, premium travel agents, bespoke tours.
Mail approach: tactile print, minimal copy, exclusive itineraries. - Adventure/Experience Seekers
Curious, active, and open to discovery.
Ideal for: niche tour operators, adventure holidays, eco-travel.
Mail approach: bold visuals, inspiring tone, immersive storytelling. - Relaxation Chasers
Calm, comfort, and convenience define them.
Ideal for: cruises, wellness retreats, and all-inclusives.
Mail approach: elegant design, clarity, and reassurance meaning everything stress-free.
Each segment helps identify new consumers who fit your audience DNA, so you can prospect with confidence, not guesswork.
From cold data to warm prospects
Here’s how PDV turns segmentation into real acquisition strategy:
- Profile your best bookers
We analyse your existing customer data, compliantly, to understand who converts best and which of the PDV travel segments they belong to. - Model lookalikes
Using our wider travel database, we find new prospects who behave just like them: people most likely to respond to your campaign. Including our travel segments. - Build your acquisition audience
You get a targeted, GDPR-compliant mailing universe of brand-new prospects who match your ideal profile. - Deliver precision mail campaigns
With tailored creative per segment, you reach the right people with the right message, from luxury brochures to deal-led postcards.
When the right brochure lands on the right doormat, it doesn’t feel like cold outreach. It feels predictive.
The tangible impact
Segmentation-led direct mail isn’t theory, it delivers real results:
- Higher response rates: Relevance drives engagement, often doubling response vs. untargeted mailings.
- Lower waste: Fewer irrelevant sends = lower print and postage costs.
- Better quality leads: Prospects who open, engage, and convert faster.
For travel brands, that means more bookings, stronger ROI, and less noise.
Conclusion: Send smarter, not further
Travel brands don’t need to send more mail: They need to send smarter mail.
Segmentation helps you move from generic sends to messages that truly resonate with your next customer.
With PDV’s Travel Segments, your next brochure won’t just land and it will land where it matters and drive results.
Explore the segments and see how they can power your next acquisition campaign.
