Marketing Ideas for Your Travel Agency or Tour Company
May 4, 2017
Travel trends evolve rapidly and this can make marketing your travel business really challenging.
Managing content, booking engines, review platforms, blogs, newsletters and social media (to name a few) with little result will burn a hole in your pocket and dampen your spirits. Fire up your travel marketing game with these proven tactics and tools.
First, understand your customer personas
How can you put a marketing strategy in place if you don’t truly understand your buyer personas?
Yes, their demographic information is important, but beyond that you need to ask yourself what drives them when researching, planning and booking? What motivates them to travel? What frustrates them? Where do they find their information.
Next, Understand micro-moments in travel
Your marketing strategy should be capitalising on ‘micro-moments.’
They’re those moments when you DO SOMETHING; the moments when you turn to your phone or other device to watch, discover, research or buy something. These are the moments that shape you thinking and the moments when decisions are made. These include:
I want to get away: Dreaming moments
I want this trip to be perfect: Planning moments
I want to book it: Booking moments
I want to make the most of it: Experiencing moments
Understanding that these are critical moments in the customer journey will help you to be present when your customer needs you to be.
Social media – get it right
Social media can be a cost effective channel for travel marketing. Choosing the right platform is important but putting a strategy in place is even more important. Consider your objectives and your target market carefully.
Facebook remains one of the best platforms for travel agencies and tour operators, if you can cut through the clutter. Facebook page apps offer a cost effective way to create a winning fan page. Apps can be used to integrate feeds from your other social media profile including Instagram, and can also be used to create competitions, sign-up forms and plenty more.
Reporting facilities like Facebook Insights will allow you to track, manage and alter your strategy in line with your goals. If you are time poor or want to delve a little deeper, nut out a social media strategy with an agency to maximise your investment.
Your social strategy may include boosted posts and advertising. This is a great way to promote your brand to your fans or a custom audiences, plus drive email subscribers and generate leads.
Blogs + Content Marketing – share your knowledge
If you’re time poor engage your staff members to blog. Your blog entries don’t have to be long but they MUST be valuable and relevant to your target personas. You don’t have to look far to find good examples of travel related writing.
Blogging should form part of your broader content marketing strategy. Understand your customer journey and how you might be able to use content to assist visitors and convert more leads.
Reviews & check-ins
The saying ‘reputation is revenue’ couldn’t be more apt. Olery reports that 81% of travellers find travel reviews important and 49% won’t book a property without reading reviews.
You can increase sales and maximise revenue via travel reviews, but how?
Make it easy for your customers to leave reviews on sites like TripAdvisor and Expedia, your Google My Business page, social networks and your website. Most importantly, don’t forget to nurture reviews and respond accordingly if the need arises.