Digital Marketing For Outbound & Inbound Travel Companies
What makes Tourism & Hospitality Industry Unique?
Hospitality and Tourism industry has transformed dramatically over the past 10 years. For outbound travel companies, the move from brick-and-mortar agencies to now a few dominated online agencies, allow individual agents to focus their efforts in lead generation and retention.
For inbound travel companies, such as hotels, attractions, and tours – having strong awareness in this Instagram-envy culture will certainly help in the big part of the marketing plan
Some of the key points for a tourism & hospitality professional to succeed in digital marketing:
- Experience matters. Be prepared that people will compare prices with your competitors, but the buying experience will be the key differentiation.
- Consider setting up an affiliate program so you can get online influencers to help you with marketing your product
Lead Capture Strategy What are some of the lead capture strategy for Tourism & Hospitality?
Good Lead Capture Ideas for Tourism & Hospitality Businesses
- Educational articles
- Short videos
- Beautiful images
- Brochures / Itineraries
Lead Nurturing Strategy What are some of the lead nurturing tips for tourism & hospitality companies?
Depending on the type of product you offer – and the buying psychology of your web visitor – if the product is under $100 USD many consumers will buy it on an emotional appeal. Whereas when your product offering requires more research for the higher value, a nurturing process will be beneficial.
Tailor Different Landing Pages for Different Buying Stage
By understanding whether the web visitor is doing research or product comparison, or if they are emotionally ready to buy – this will allow you to tailor the landing page to appeal the different buying stages.
Analytics Tips for Tourism & Hospitality Businesses What are some of the tools to track these strategies?
Source / Medium: The specific channels that helped drive traffic to your website
Acquisition > All Traffic > Source/Medium
It is important to segment where your visitors come from and how they find out about your content, to determine which channel bring in the most visitors to your website.
It is equally important to find out which channel brings in the best quality of traffic – how many pages they have browsed, what is their page duration, and most importantly, their goal conversion rate.