Start your free demo or trial of Rezdy today. Your tourism marketing strategy should be built upon relevant, high-quality content. Stay tuned for the 2020 announcements! For anyone who has never watched Alan Partridge, there was a particularly famous scene where Steve Coogan’s character was pitching ideas for new TV shows. The four-year, £100m campaign began in 2011 and focused on culture, heritage, sport, music, countryside, food and shopping, as well as tying in with the Bond movie, Skyfall. With these tactics in place, the search traffic to Tenon Tours grew by 54%. He works with global brands on SEO & Content Marketing campaigns to increase their online visibility. Kimkim understood the concept of developing a winning strategy first, before anything else. TripAdvisor has used social media and SEO to position itself as the best travel website and the best valuable resource for travelers. For those who have had the desire to open their travel agencies, this travel agency marketing plan will prove invaluable. They were wasting their ad spend because the target audience wasn’t clear. But the exceptional thing about TripAdvisor is their user generated content (UGC) for reviews. View a sample business plan from our free business plan library. Digital marketing has become an enormous part of every business today, especially in the travel industry. Great marketing creative is always popular on the Econsultancy blog. A marketing plan will help you remain visible and relevan in the industry's neve-ending competition, but only if you make it well. In addition to that, Tenon Tour also recorded a huge conversion rate through their email. According to. In 2009, Tourism Queensland offered ‘The Best Job in the World’ – the chance to become caretake of Hamilton Island in Queensland. The issue is how to stand out in such a big industry such as travel and tourism? Tourism marketing is different because the customer purchases a series of services. Results: After developing an effective SEO strategy and then taking the right actions, the company saw over 148% increase in their website traffic, a 21% increase in conversion rate, and an overwhelming 200% increase in onsite transactions. In fact, with a documented tourism marketing strategy in place, you’ll be able to market much more efficiently and effectively. Every facet of the industry — from hotels to tour operators to restaurants — used flyers, brochures and print advertisements to promote their products. And if you use these techniques and put in some work, you’ll see the same results as these travel companies. More people might be shopping online than ever before, but the concept of loyalty within retail has arguably been thrown up in the air. Resources, special offers and communities to help your business during COVID-19. —in order to determine the type of users they expect to see as registered members and customers. Through their partnering with these local guides, they were directly targeting travellers already invested in seeking out information about sites – which helped to build their long-tail keywords, and allowed them to create a more specific SEO roadmap and strategy. State of Digital: London is a one-day intensive event in conjunction with the UK Search Awards. Kimkim’s case study is another insightful case study you want to read. For years, Chris Eubank didn’t really understand why the public kept asking him about this. To access all of our premium content, including invaluable research, insights, elearning, data and tools, you need to be a subscriber. One of the most important things the kimkim team did that helped to shape the way they conducted their marketing was. You need to make sure that it’s clear what audience you’re targeting for. It’s critical that you stay abreast of the latest trends and that you incorporate the most recent technology into your digital marketing strategy. Another very important thing they did was to repurpose the successful content she already had into other formats. The transition from traditional to digital marketing in the tourism industry was not a slow and gradual change. search traffic to Tenon Tours grew by 54%. For businesses, accessibility is far too often an afterthought in website design and optimisation. The data is selectively shared with publishers, reaching real people where they congregate online. And of course, most often TripAdvisor went through a technical SEO audit for the website to discover what is working and what’s not working and then try to fix them. They didn’t have enough information about who their target audience is, how the visitors landed on their website, or what their needs were. For example, you will need a mix of video, graphics and images to create interesting and enticing Stories on Instagram. Fans of Partridge were delighted and the campaign generated lots of PR and, presumably, links. If you continue browsing, we assume that you consent to our use of cookies . Initially, email was their only channel for marketing to existing customers. So at this point, the aim of the campaign was far more than just increasing rankings — to increase revenue. Next I’m choosing an Anglocentric campaign from 2015. The original GREAT campaign has to be included here for bold creative and stunning results. Close. The travel agency business is one sector that has attracted a lot of investments. Tenon Tours was built on the grounds that people who travel the world become more educated, tolerant, appreciative, and have a different perspective about the way people should be accepted. Why? They then optimised the content with those keywords to improve the content visibility. If you enjoyed this article – The evolution of tourism marketing from traditional to digital – then follow the Rezdy blog. Unfortunately, the team at kimkim had a problem: they wanted to rank higher for some important travel search phrases and to improve their organic search traffic. More information can be found in our Cookies Policy and Privacy Policy. 1. The video below shows some of the many highlights. This made it easier for TripAdvisor to determine what the user will likely be searching for as creating a great persona entails extensive research. You can start to fire up your travel marketing game by replicating SEO tactics that are proven to work—TripAdvisor and Hotels.com, among others, are already reaping great rewards as I’ve outlined below. , $104.6 billion and 49.2 billion were spent on Hotels and Package Holiday bookings in 2016 (worldwide) alone. In this post, I explore how 5 travel companies are leveraging content marketing techniques to increase their SEO visibility and drive new customers. By continuing to use this website you agree to the use of cookies according to our privacy policy and terms. There are a lot of CMSs to choose from. Studies by DemandGen show that 95% of customers choose a brand that offers relevant content at every stage of the buying process. Here’s what you need to know about digital marketing and today’s tourism landscape: Previously, marketing was just one small part of an overall business plan. I wrote a long blog post about how much fun it is to use. It didn’t generate only search traffic for them, but referral traffic as well. Make no mistake about it, there is a huge amount of money in the travel market. Some external factors, which are uncontrollable, could prove problematic. They partnered with local guides that create useful insights and information with the objective of giving their users the best experience. Here’s a lovely news report from the time: Okay, this isn’t a campaign, but this humorous but zero budget video from 2014 does have 25 million views at time of writing and must have done a fair bit for the perception of enthusiastic and unique service from Southwest. What’s great about them is that every host can create one, meaning there are thousands of personal tour guides across Airbnb’s network, and anyone who has signed up can access each of these guides. EMEA/USA: +44 (0)20 7970 4322 | email: subs.support@econsultancy.com. From ill-judged commercial stunts at live games, to betting companies with distasteful social media profiles, to exploitative pricing, there are many bad examples. ), Youth Hostelling with Chris Eubank was one of the most absurd. show that 95% of customers choose a brand that offers relevant content at every stage of the buying process. You can get user reviews for tourist attractions, hotels, and advice for just about anywhere you intend to travel to. Here are 10 of my favourites.