11 Feb

Digital marketing guidance from Adido

Author: Adido 

Our travel and tourism industry has been significantly affected by the global pandemic, but as digital marketing specialists for the industry we are proud to work closely with ABTA as a partner and support their members in any way we can.

We spend a lot of time understanding the many challenges for businesses within the travel and tourism sector; tracking channel ROI, attracting customers to fill your shoulder months, increasing direct bookings, engaging your valuable travel agent partners, or decreasing the frustration of high abandonment rates. We have continued to research and analyse throughout the ongoing global pandemic so that we are ready to advise and help wherever we can.

We’re data-driven educators, and one area which we investigated (with astonishing results) in 2020 was the speed of travel websites. We reviewed the website speed of 200+ travel websites, and explained how web page speed can really affect performance. Take a look here

It’s essential to keep track of the ever changing situation. We’ve recently shared our thoughts on the challenges and opportunities for the travel sector covering topics such as:

  • A review of 2020 for the UK holiday market
  • How TOY was looking for the UK holiday market
  • What is important to gain customer confidence
  • Sales & marketing strategies to help sell more holidays in 2021

We pride ourselves on always being at the forefront of the travel & tourism sector by constantly developing our knowledge within all areas of digital marketing and staying close to all the changes in the travel industry. And this is key now more than ever before as rules and regulations are changing globally on a weekly basis.

As headline sponsor of ABTA’s virtual Travel Marketing & PR Conference 2021, CEO Andy Headington will be the compere of a panel discussion focusing on how to maximise your spend on smaller marketing budgets. Andy has a wealth of experience in delivering for clients in this area, making sure that the team at Adido are offering the best advice. His extremely popular blog focusing on 'what is good ROI from a digital marketing budget' addresses some of the key considerations: 

  • What are your objectives?
  • What is your profit margin?
  • Brand versus conversion budgeting
  • What should my split be between SEO, PPC, Facebook ads and other digital channels?
  • What is the right level to budget on digital?

Andy will also be joined at 4pm with our marketing experts, Head of Paid Media, David Berendt, and Head of SEO, Tom Crewe. They will be running a workshop focusing on SEO and PPC optimisation – finding the balance and keeping your brand alive. Although there is always healthy competition and debates about whether you should be spending your budget on SEO or PPC, they will be offering lots of advice on how they can work in harmony to deliver results.

We must try to stay positive, and be ready for when the global travel market opens. We’re here to support you. 

To find out more about ABTA’s virtual Travel Marketing and PR Conference including the full line up of speakers and to book your place visit abta.com/events. Take advantage of early bird rates until 26 February.