How SMS is Delivering for Travel Brands

By Alicia Torres, Senior Marketing Manager at Force24

 

 

When it comes to travel, timing is everything  – and few channels deliver like SMS. 

It’s instant, reliable, and trusted by travellers to deliver the information that matters most, from a gate change or hotel check-in code to a personalised offer that encourages them to book again. SMS doesn’t just keep journeys running smoothly; it keeps relationships strong. It’s the channel travellers rely on, and the one that helps brands stay front of mind to driving bookings, loyalty, and long-term trust in the moments that matter most. 

For travel marketers, it’s not a new idea. It’s a proven one. A dependable, data-driven channel that consistently delivers results. And when combined with automation, it becomes a powerful part of a connected customer journey. 

The modern traveller mindset

Customers have short attention spans and endless distractions; SMS cuts through because it delivers relevance at the exact moment it’s needed. With open rates close to 98%, it’s the one channel that consistently reaches people even when Wi-Fi is unreliable, or they’re halfway across the world. 

For travel brands, that reliability translates into something much bigger than timely updates. It’s visibility, opportunity, and revenue. 

SMS doesn’t just keep travellers informed; it keeps them inspired and engaged before, during, and long after their trip. It’s a direct line to your audience that supports the full customer lifecycle from first enquiry to repeat booking. 

• Pre-departure: Target customers based on destination, booking behaviour, or loyalty status. Use personalised SMS to promote upgrades, travel insurance, or last-minute add-ons. 

• During travel: Share local offers, event reminders, or in-destination recommendations that drive incremental spend and create better guest experiences. 

• Post-trip: Deliver re-engagement messages, review requests, or exclusive returning-customer offers that bring travellers back sooner. 

Because SMS integrates seamlessly with your CRM and automation tools, these messages can be completely data-driven and triggered by customer actions, purchase history, or travel dates. That means every message feels relevant and intentional, not interruptive. 

It’s this mix of speed, personalisation, and precision targeting that makes SMS one of the smartest, most dependable channels in modern travel marketing. 

Why SMS is a leading marketing channel

At Force24, we help travel brands turn customer data into moments that move people and SMS plays a key role in that. Here’s what makes it one of the most dependable channels in the mix: 

• Speed and visibility: Messages land instantly and are seen almost immediately. 

• High engagement: With near-universal open rates, SMS outperforms every other channel when urgency matters. 

• Cost-effective scalability: High impact for a low cost per send which is ideal for both operational and marketing messages. 

• Cross-channel connection: SMS works best when it’s part of a bigger picture, supporting email, paid media, and social to keep your brand front of mind. 

And when the holiday season hits, that reliability pays off. Travellers are busy, inboxes are overflowing, and last-minute decisions dominate. SMS keeps brands visible in those peak moments. Whether it’s a festive deal, an itinerary update, or a reminder to rebook for next year. It’s not just about reach, it’s also about reassurance and relevance. When customers trust your communication, they trust your brand. 

Force24’s platform ensures your messages adapt in real time, keeping travellers reassured, not left waiting. All of this can run automatically within Force24. Our platform triggers personalised messages based on real-time data, that means your team can focus on creativity, not manual sends. 

Why SMS wins in travel marketing

SMS isn’t just about speed, as you know, it’s about certainty. Unlike email or push notifications that can go unseen, texts sit front and centre. They’re perfect for delivering time-sensitive or experience-enhancing messages such as: 

• Check-in reminders and gate updates 

• Transfer confirmations and itinerary changes 

• Local offers and in-destination recommendations 

• Customer support or service notifications 

But when you combine SMS with your CRM and marketing automation, it becomes much more than a delivery channel, it becomes a driver of engagement and revenue. 

Imagine sending a personalised room-upgrade offer the night before departure, or a local restaurant guide the moment your guest lands. These small, well-timed interactions build trust and strengthen relationships which can turn one-time travellers into repeat guests. 

Connecting SMS with other channels

The real power of SMS comes when it’s part of a connected, multi-channel journey. While texts deliver immediacy, channels like email, direct mail, and paid media provide the space to tell a richer story. Together, they create a rhythm of communication that feels seamless to the traveller. 

Here’s how it works in practice: 

• Email builds anticipation. Share inspirational content, itineraries, or booking details that fuel excitement before a trip. 

• SMS delivers the instant, need-to-know updates like confirmations, reminders, or time-sensitive offers. 

• Direct mail brings a tactile, emotional touchpoint. Think welcome-home postcards, loyalty rewards, or exclusive invitations that spark future bookings. 

• Paid media and social reinforce awareness, re-engaging audiences who clicked but didn’t convert. 

Force24 brings all of this together inside one platform, using a single data view to trigger the right channel at the right moment. That means your travellers move fluidly between digital and physical experiences so your audience is receiving consistent, relevant messages wherever they are in their journey. When SMS is part of a connected automation journey, its full potential comes to life. Here’s what that can look like: 

• SMS confirmation: “You’re all set — view your itinerary here.” 

• Email follow-up: Destination guide and local tips. 

• Paid ad retargeting: Room-upgrade offer or seasonal promotion. 

• Post-trip SMS: “Hope you loved your stay — here’s 10% off your next getaway.” 

Each message builds on the last, guiding travellers naturally from interest to action. That’s what we mean when we say marketing that connects every moment. 

The future of travel messaging

As marketing becomes more predictive, SMS will only grow more intelligent. AI-powered timing, conversational texting, and integrated WhatsApp journeys are already reshaping how travel brands connect with customers. 

But one thing remains constant: the brands that win are those that show up at the right moment, with the right message, on the right channel. 

SMS isn’t new — it’s dependable. And in travel, dependability is everything. So, as you plan your next campaign, ask yourself: are you connecting with your travellers in the way they trust most?