Since the dawn of the Internet,
people have been gradually changing the way they shop for vacations.
Fewer people visit travel agencies
now, choosing to assemble their own vacations by buying the different elements
separately. This helps them get the best price,
and also to read and share reviews of vacation experiences. It means that
consumers are more informed than ever before.Of course, there's still a place for
travel firms that build the vacation for customers -- but, again, the web has
changed the market and they have to compete online if they're going to compete
at all.Having worked on many travel search
campaigns during the last few years, here are 10 top online marketing tips for
the travel sector.
1. Plan Your Paid Search Budget Well
Many companies simply split their
paid search budget into 12 pieces and market evenly throughout the year.
Travel is a different area, though,
and the web-based traffic isn't equal throughout the different months. You need
to manage your budget carefully so that you have more to spend during the
summer, particularly at the start of the year when people are planning and
booking their trips -- plus you may get some late opportunities in August when
you can scoop up last minute bookings.
2. Don't Settle for the Sale Alone,
Build Relationships
People value their vacations and
they want to know they can trust the company
they book with not to go out of business, send them somewhere unpleasant, or
gouge them for every extra.
So if you've delivered great travel
service, stay in touch with your customers. Send them e-mail offers, welcome
their feedback, and remind them to book again the following year.
Chances are that if you served them
well once, they will book with you again.
3. Invite Reviews
Again, the web allows people to read
more about their specific travel destination than ever before -- and they will
search for reviews.
Don't risk losing them from your
site before the sale because they go looking for a review elsewhere. Give them
what they want. Encourage satisfied customers to post a review of their trip on
your site so new customers will be able to book with confidence.
4. Let People Share Content
It's not just reviews that get
people coming back to your site. Why not encourage happy travelers to leave
photographs to inspire future customers?
You could run competitions for the
best travel picture each season and award a prize (perhaps a small discount on
their next trip).
Photographs will build a sense of
community on a site, encouraging repeat visits and inspiring new customers.
5. Run a Travel Blog
There are some enormously successful
travel blogs out there and I've used a few in my time for travel inspiration.
They are also great for your organic optimization.
Travel content containing lists and
photos always works incredibly well to generate social media traffic and natural
links. Here are some sites that will all help inspire a sense of possibility
and excitement in your clients:
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