App Login
  • Products
  • Solutions
  • Resources
      Get the insights you need on research, audiences, communicatons and digital from Sila's experts you can trust.
      Learn More
      Listen to the best marketers, reserach professionals from MENA for insights into making better decisions.
      Learn More
      Read our latest reports and get the full picture on some of the biggest cultural movements and Sila's whitepapers on broad topics.
      Learn More
  • Success Stories

      Who we work with

      Our products are for anyone looking to make better business decisions. We work with anyone who needs to sell to, or communicate with, consumers.
      Learn More
      Product Stories
      See how our Social Understanding suite and AI products unlocked value for business & government.
      Learn More
      Influence Success Stories
      See how we've helped companies like yours to grow and influence consumers into action.
      Learn More
      Research Success Stories
      Sila's AI has delivered on briefs that traditional market research has been unable to do.
      Learn More
  • Company

      About Sila

      Learn about how we enable social understanding through our AI technology to help drive better decision-making across government & business.
      About Us
      Discover Sila's company and our team that drives our AI technology from Dubai to the world.
      The companyThe teamContact us
      Our Technology
      Learn about our capbilities and what enables us to help your business decisions.
      Learn More
      Looking for a career with some of the most exciting Ai technology? Further your career with Sila.
      Learn More
  • Episode 8: Transitioning to the New Normal: Travel Marketing Evolutions in MENA post-COVID

    July 26, 2023

    Roxana Nicolescu, the VP of Brand Marketing at Wego, has built a fascinating career spanning two decades in marketing, social media, and corporate communication. With her guidance, Wego, the premier travel app in the Middle East and North Africa, has experienced impressive yearly growth. In this recent ‘consumer connections’ podcast, Roxana shared valuable insights into the company’s journey, discussing the challenges faced during the COVID-19 pandemic and the subsequent changes in marketing strategies.

    Pre-COVID vs. COVID Era

    Roxana reflects on the stark differences in consumer behaviour between the pre-COVID era and the present. Previously, travel was often leisure-oriented, but it has now become more intentional, focused on family visits, medical reasons, and education. This shift prompted Wego to adapt its marketing strategies accordingly.

    Adapting to Unforeseen Challenges

    The outbreak of COVID-19 presented unprecedented challenges for the travel industry, catching businesses off guard. Wego had to find innovative ways to stay connected with their audience. They launched a loyalty program and extended their marketplace to include non-travel products, providing users with reasons to engage with the platform despite travel restrictions.

    Staying Engaged and Inspiring Hope

    To maintain a connection with their audience during the pandemic, Wego continued providing relevant content and launched a travel advisory section on their platforms. They collaborated with tourism boards to inspire people to dream about future travels and shared the latest travel restrictions and regulations. Despite travel restrictions, Wego’s platforms continued to receive consistent traffic, showcasing the effectiveness of their engagement strategies during challenging times.

    Understanding the New Normal

    To prepare for the post-COVID era, Wego conducted comprehensive market research. This research helped them identify the changing expectations and pain points of their customers. Notably, customers now preferred booking directly with airlines and hotels for faster cancellations, refunds, and rescheduling processes. Wego integrated this knowledge into their marketing messaging to assure customers that they could still enjoy the benefits of booking through the Wego marketplace.

    The Rise of Social Media

    Roxana emphasised the significant role of social media platforms in the post-COVID world. With traditional channels like TV becoming less influential, social media became the primary source of information and inspiration for travellers. Wego recognized the varying preferences across different countries in the MENA region and tailored their media strategy to suit each market, utilising platforms such as TikTok, Snapchat, Meta, WhatsApp, and Twitter.

    Key Takeaways:

    • Adaptability is essential: As marketers, adapting to changing realities is crucial. Being open to new strategies and approaches allows businesses to thrive even during challenging times.
    • Market research informs effective strategies: Conducting market research helps understand customers’ changing needs, preferences, and behaviours. This knowledge enables businesses to tailor their marketing campaigns and messaging accordingly.
    • Engagement is crucial during crises: Maintaining communication and engagement with the audience is vital, even in times of crisis. Offering relevant content and inspiring hope can keep customers connected and loyal to a brand.
    • Embrace the power of social media: In the digital age, social media platforms have become vital for marketing success. Understanding the preferences and behaviours of target audiences on these platforms helps businesses optimise their marketing efforts.

    In a rapidly evolving world, marketers like Roxana Nicolescu and companies like Wego provide valuable lessons on navigating uncertainties, adapting to change, and leveraging new opportunities. By embracing these key takeaways, businesses can position themselves for success in the post-COVID era and beyond.

    Grab your headphones and tune in to our episode on your favorite podcast platform.

    You can also watch the full recording on our Youtube account below. 

    More insights for you.

    Get in touch with us and see how
    Sila can help you.
    Get a demo