The travel industry has experienced its share of ups and downs over the past few years. While pent-up demand for travel is fuelling a resurgence, businesses will know just how competitive it is.
That’s why a strategic marketing approach is necessary to stand out. Whether you’re a hotel, airline, travel agent or tour operator, these strategies can help you stand out in a crowded marketplace. Keep reading for practical techniques to boost your marketing and take your travel business to new heights.
Focus on Search Engine Optimisation
It’s rare to find anyone today who doesn’t use search engines to find holiday recommendations and plan trips. So, for businesses in this sector, having an online presence that ranks well in search engines like Google is critical for attracting customers.
With this in mind, make sure your website is optimised for relevant keyword terms travellers are likely using to search for your types of services. Conduct keyword research to identify high-volume, low-competition terms to target on your site, then create content that incorporates those keywords naturally.
In-depth, useful content like destination or activity guides perform well. Content creation should be an ongoing strategy. It provides search engines with fresh content to index, and builds your authorship as a brand, but it’s also pivotal for SEO. Get reputable sites to link back to your website by contributing guest posts to complementary sites or reaching out to partners.
Build an Email List and Send Newsletters
Email marketing offers travel companies a powerful way to stay connected with customers and keep your brand top of mind. Make it easy for website visitors to sign up for your mailing list by offering a compelling incentive like an exclusive discount code or handy travel checklist.
With an active subscriber list, you can send regular updates that provide genuine value, like inspiring stories from past travellers, helpful trip planning tips, details on new vacation packages or promotions, sales announcements and more.
Thoughtfully crafted newsletters allow you to build relationships over time and turn past customers into enthusiastic brand advocates. Amidst all the noise in the travel industry, well-executed email marketing keeps your business memorable and nurtures the loyalty that drives repeat bookings.
Ensure Your Website is Mobile-Friendly
There’s no use in boosting your marketing if it only leads users to a poor mobile experience on your website. With the majority of travellers planning and researching trips on smartphones, having a fast, streamlined mobile website is critical.
Unfortunately, many travel industry sites still fall short when it comes to mobile optimisation. With page speed being a key factor in mobile search rankings now, this can significantly hurt your business’ visibility.
To provide the best experience for mobile visitors, make sure your website is responsive so it adapts seamlessly to smaller screens. Content should be easy to read and navigate without needing to pinch-zoom. Optimise images to reduce file sizes and enable faster load times, and simplify pages and forms to minimise effort for customers.
Leverage Customer Reviews and Testimonials
Positive customer reviews and testimonials can go a long way in influencing purchasing decisions. Make sure to prominently display great customer feedback on your website and social channels, such as excerpts from glowing reviews on your homepage hero banners or new 5-star reviews on Instagram or Facebook with the reviewer tagged.
Video testimonials can also be impactful – Hearing directly from real travellers provides powerful social proof and puts a face to the comments. Encourage happy customers to leave reviews on third-party sites like TripAdvisor or Google, which you can then reference in your own marketing materials.
Customers find reassurance in positive feedback from previous customers, so you can build trust by showcasing real opinions and ultimately increase conversion rates.
Implementing effective marketing strategies is crucial for travel businesses looking to promote their brand, reach new audiences, and drive more bookings and revenue. With the competitive landscape of this industry, standing out takes a skillfull approach. Comment your thoughts on marketing in this competitive industry below or get in touch if you’re in need of an experienced creative writer to enhance your digital marketing strategy.