Top 10 Proven Digital Marketing Strategies For The Travel Business [2020][Part -1]

September 27, 2020

Are you into a tour and travel business? If Yes, And have a question, how can you do cost-effective marketing for your travel agency?

Often this question is asked to me by many travel agencies.

So I decided to share with you “TOP 10 Proven Digital Marketing Strategies For The Travel Business.”

These digital marketing strategies for travel agencies are proven, super actionable, and updated (which means it can be used in 2020).

I Guarantee you!!! By applying all these digital marketing strategies, your business will start climbing towards the next level.

So without any further ado, let’s start with the first digital marketing strategy for travel agencies …. 1 1. Identifying your ideal customer.

Attention!!!. Before applying any marketing strategy, whether it’s digital or traditional marketing, it’s an important thing to know who are your ideal customers?

Many travel agencies don’t know who their ideal customers are, and they try to sell their packages to everyone. This might work once or twice but it is not a good idea.

Why?

“Because you have to put in a lot of effort to do so, but in turn, you don’t get the results you are satisfied with. Hence, you need to understand the need for identifying your ideal customer and according to them you need to sell your packages.”

For example: If you are selling a Hillclimb and adventure sports activities package to a 75-year-old person, will he/she buy it? No.. Because they are not physically fit for hill climbing and adventure sports activities.

From this example, you can understand the importance of knowing your ideal customer profile.

Therefore these below given questions are to be considered by you while identifying your ideal customer profile:-

  • Who are your main revenue generators?
  • Who acts as a brand ambassador that leaves a positive review and shares with their social network?
  • Who continues to come back regularly?
  • Who makes you feel like turning up to work every day, and makes you love what you do?

The answers to this question will help you build your ideal customer profile. It doesn’t have to be just one specific type of customer; you might have a couple of different ideal customer profiles. But what you don’t want is to end up creating a list of ideal clients which is practically everyone, which is the opposite of what we are trying to achieve. Some examples of different types of ideal customer profiles you could come up with includes:

  • Family Travel
  • Couples Travel
  • Adventure Travel
  • Solo Travel
  • Business Travel
  • Luxury Travel
  • Travel with friends
  • Travel with groups

Brainstorm your ideal customer personas.

Now that you have a fair idea of the type of customer you want to try and target you can build out a profile, or persona, of who they are. The personas allow you to brainstorm characteristics, buying behaviors, and travel preferences to get an understanding of what things impact their decision to book an accommodation provider or travel experience. Here are the things you need to consider while making your ideal customer personas:

  • Type of traveler (families, couple, etc.)
  • Traveler’s names and ages
  • What do they look like? (include an image that helps you visualize the persona you’re trying to create)
  • Where are they traveling from?
  • When are they looking to travel?
  • How long will they stay in-destination?
  • What type of accommodation are they wanting? (luxury, budget, etc.)
  • What experiences are they looking for in-destination? (nature, events, etc.)
  • What things are they interested in? (brands, recreational activities, pop culture, etc.)
  • What are they doing at each stage of the buyer journey

    • Dreaming & Discovering
    • Comparing & Planning
    • Decision Making & Booking
    • Onsite Experience
    • Advocacy & Sharing

Figure out where they are online.

Once you have documented your ideal customer persona, you need to find where they are online. Targeting tools on platforms like Facebook, LinkedIn, and Google allow you to create well-defined and highly targeted audiences.

1. Facebook targeting:

Facebook offers some of the best targeting tools on the web for finding your ideal customer. As well as being able to target users by their location, age, and gender you can also create custom audiences based on:

  • Relationship status (married, single, separated, etc.)
  • Parents (with young, teen or adult children)
  • Employment (industry, job titles or employer)
  • Birthday month
  • Interests (hobbies, shopping behavior, entertainment, etc.)
  • Behavior (manages a Facebook page, owns a particular type of device, etc.)

2.LinkedIn Targeting

When it comes to targeting people in a professional setting LinkedIn offers effective ways to target users. Like Facebook, Linkedin offers you the ability to target users based on their location, age, and gender, but it also provides you with advanced targeting criteria based on a user’s employment, including:

  • Company name
  • Company size
  • Company industry
  • Job title
  • Job seniority
  • Job function
  • User interests (professional interests, job preferences, etc.)

3.Google Targeting

Google Ads provides you with three ways to target your ideal customer persona.

Audience Targeting

Compared to Facebook & LinkedIn, Google’s audience targeting options are relatively basic. You can target by gender, age, and household income as well as being able to target locations and device categories.

Content Targeting

Content targeting allows you to define what topics or types of sites your display ads will be shown on.

Keyword Targeting

Targeting customers by the search terms they use can be done by both a pay per click campaign and also through your website’s content. Targeting keywords with your content on your website stands to offer you a long-term return on investment but pay per click search campaigns can provide a short term boost to your site’s visitation. Regardless of what channel you use to attract your ideal customer, you need to make sure your content is resonating with them and encouraging them to engage with your business further than just looking at the website.

2. Website (Chatbot)

Welcome your potential customer to your online office

Shocking case study by Amadeus, In Spain, 84% of travel agencies have a website.

The quote is not mine, but from Muhammad Yunus, Nobel Peace Prize winner in 2006.

“While technology is important, it is what we do with it that truly matters”.

{In Spain, 84% of travel agencies have a website, according to a recent study from Amadeus Spain. Not too bad, you may think; however a closer look reveals several issues.

Six out of ten websites are merely information sites, with no e-commerce functionalities. Visitors can neither search nor book flights or hotel rooms. These sites respond, in a way, to the need to have some kind of online presence. It might be a laudable effort, made by small, traditional travel agencies with scarce resources and plenty of goodwill, but remember Muhammad Yunus: while technology is important, it is what we do with it that truly matters.

This is the philosophy that stands behind Move On(in Spanish) an e-commerce program recently launched by Amadeus Spain, which seeks to help travel agencies embrace e-commerce with the same professionalism that they show every day in the offline channel.}

We don’t want to offer just a product or a tool; our goal is to help travel agencies build their online business, and that is much more than designing and developing a website. It also involves consultancy and strategy.

Our program covers four steps. During the consultancy phase, we conduct a thorough analysis of your travel agency business and current online presence. We analyze the products you want to sell, the providers you have, the destination or type of customers you work with, and your competitors, together with the travel agency’s e-commerce objectives.

The second step has to do with strategy. We help you to build the right online strategy and we implement services such as internet advertising, Search Engine Optimization (SEO), Search Engine Marketing (SEM), email marketing, and social media strategies that fit the client’s needs.

Web creation is the third phase; it involves the design and development of the client’s website, powered with the best technology and booking engines, and including the integration of the travel agency´s content providers.

The last step is content management, development of marketing campaigns, and reporting. In short, a complete program to accompany travel agencies in their online venture.

An adventure where the relevance is not in the technology itself, but in what travel agencies do with it: increase profitability by building new communication and distribution channels for their clients.

travel website

Gone are those days, where your customer came to your office and booked tour packages from you.

In this internet era everyone book tours and travel packages through a website and apps. Therefore you need an eye-catching and well-functioning website for your travel agency.

Chatbot Marketing

Chatbots are already making waves in the customer satisfaction sector for businesses in every industry.

Having a chatbot option that is filled with up to date information during the travel ban will ensure that your customers and site visitors are always informed and come back time and again.

3. PPC (Pay-Per-Click) Ads:

Get Quality Leads By Running PPC Ad Campaign

One of the best digital marketing tools any travel agency can use to get genuine leads is Running PPC ad campaign on Google.

Why?

As we all know, if we plan something we first take advice from google to try to get information for that or buy that product.

Here, what do you understand?

See, if anyone searches on google for Kashmir tour packages they are intended to book the Kashmir tour package… Right?

You have to give a platform where he/she can book the Kashmir tour package. So if they book packages from there or if they inquire about your package and you convert them into a paying customer then you get paid.

google screenshot

PPC is one of the costlier types of marketing strategies, but the return is worth the cost. You pay a fee each time one of your ads is clicked.

But one of the main reasons for the widespread usage of PPC advertising is how much it’s promoted by Google, Bing, and Yahoo. It’s easy for these reputable companies to gain the trust of business owners.

But of course, these companies are in it to make money (just like you!). With that being said, that doesn’t mean that you can’t come out ahead with PPC! After all, these companies want you to succeed so that you’ll keep using their advertising tools.

Keep these facts in mind for PPC:

  • Be sure that you place your ads in a prominent position and let your call to action entice visitors to come to your site, meaning they click your ad.
  • The price that you pay for depends on the keyword that you choose and the demand for it. For example, if you are doing a PPC for the travel industry, then the price will be this as of now.

google screenshot

  • And also keep in mind that prices can fluctuate by the minute, just like the stock market.

4. Social Media

Get Booking from where Your Potential Customer Spend Time

According to smartinsights.com, out of 5 travelers, 1 traveler uses social media for inspiration for planning a trip.

[It is just a data but you can read the full article on “How Social Media and Mobile Technology Impact Travel Business” by smartinsights.com

So you can’t miss this opportunity to grab those searchers and convert them into a paying customer.

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Find a social media platform where your ideal customers are:

See, there are dozens of social media platforms, but start with which one? For that, you need to find a social platform where your potential customers are.

But from my experience, you may start with:

  • Instagram
  • Facebook
  • Pinterest

We know the above-mentioned platforms may have many different audiences. Right? Therefore each social media platform needs different strategies to get success. Here are some articles that may help you to understand better how this works.

Here if you apply both marketing strategies to your Travel Business GUARANTEE, you start earning enough money so you can spend more money on marketing activities. Inturn gain more leads and make more revenue.

This will help you invest in more social media platforms and gain more brand visibility to your audience.

For running paid social media platforms you can, heir, a professional.

Here’s a piece of advice, at the start, invest a smaller amount in a particular paid social media platform campaign. And once you start gaining enough customers through that platform start investing more, considering the results you get from it.

[See, I don’t want you to lose money at the start of your business or if you have a tight budget. Therefore I suggest you start investing your money in social media marketing with Low budget & slowly increase your budget according to the result you get.]

5. Content Marketing

Content marketing is the king and will always be a king. It is the thread that ties all your digital marketing strategies and tactics together. A complete content marketing effort will help you with ranking, generate leads, and gain industry authority. Along with that, content marketing ensures that you generate valuable leads with people being more engaged with your website and social media channels.

Maybe you have heard this 100 times, so welcome to the 101st time. You need to create, distribute valuable and consistent content to attract and retain the ideal target audience, driving sustainable growth in visitors, leads, and customers. This marketing strategy requires a lot of elements to be done right such as quality content optimized for SEO and readers.

Content marketing is different from the other types of marketing strategies. Even from traditional advertisements. And it’s also different from the humorous posts on social media.

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Content marketing can easily influence someone’s thoughts without even them knowing it. But it needs a lot of dedication, time, and writing skills.

Content marketing advantages:

There are some big advantages of content marketing and the biggest ones are listed below:

  • They are engaging

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Content marketing is one of the best marketing strategies to keep your customers engaged. And if someone has to buy from anything that you offer, they will first think about you as you were already a useful resourceful to them.

To become a resource for them then you’ll have to do your best to stand out.

By customer reviews, manuals, and videos are great ways to do this.

Based on a recent study, it was stated that 90% of the online consumers survey said that watching product videos help them make purchasing decisions. Also, 37% of them prefer to watch full online videos about the brand they’re eyeing. So, if you are running an e-commerce store, be sure to include some how-to or tutorial videos in your content. Doing so will better showcase your product and increase conversion.

  • SEO (Search Engine Optimization)

Regular content marketing also feeds into SEO, because it shows Google that your website is active. The reading time of visitors on your website will also show Google that your website is trustworthy.

  • Trusting building

Producing relevant content will show your ideal customer your skill, knowledge, and experience.

“Social media will make people like you, Content marketing will make people trust you”.

So don’t squander the opportunity to build trust with your audience through content marketing.

Disclaimer: This is “**PART Ⅰ OF THE TOP 10 PROVEN DIGITAL MARKETING STRATEGIES FOR THE TRAVEL INDUSTRY”**. Part Ⅱ will be updated soon. To get notified when updated do subscribe.

Conclusion:

With the COVID-19 outbreak life as we know, it has come to a halt. But that doesn’t mean your business has to end. With the top 10 proven digital marketing strategies we outlay for you, your business will experience unprecedented growth in leads and traffic.

From that, you can build on your engagement and impressions which will eventually lead to a better output when everything returns to normal.

We have the expertise to provide you with the digital marketing strategies and tactics you need. We can be the digital marketing consultant you need and all you need to do is to contact us. Until then, see ya!!!


Written by Cryston Fernandes I help content and product marketers, and executives tell stories, achieve online presence, and build brands that communicate with their users with my skills. Get to Know Me!