13 Jun

Top tips for getting your travel marketing fundamentals right

People are starting to search for cheap travel deals, family holiday ideas, flights, hotels in preparation for the summer holidays, so here are a few top tips to improve your success rate.

  1. Create a competitive brand proposition
    In such a competitive market, it’s really important to create a strong and compelling brand proposition and make sure all content is built around it
  2. Understand the travel customer’s journey
    Wouldn't it be great if someone did a search on a travel keyword, saw your paid search ad, clicked, and immediately converted? Unfortunately, today's customer journey is often far more complex.

    In fact, as detailed by Think With Google, one person can have hundreds of interactions with brands while researching their travel.

    Google identified four key moments where you need to win over travellers:

    Dreaming: People who are thinking about travelling are doing searches to find ideas and inspiration – where to go and what to do.
    Organising: People are deep in consideration mode, deciding which hotel or airline to book, based on details like location, cost, and timing.
    Booking: People have made their decision and make their reservations.
    Experiencing: People are searching for things to do and new places to visit near them on their trip.

    Think about all the key moments that you can influence during the customer's journey that will ultimately lead to a conversion.
  3. Define Your Target Audience
    The demographics of the customers you want to reach should be your first consideration. Who are they?

    Write from the perspective of buyer personas to create emotional ads that speak to your target market to get more people to click and convert.

To learn more on the key areas of travel marketing and brand development, attend ABTA’s New to Travel Marketing seminar on 11 July at its offices in London. With speakers from well-known travel brands including, Abercrombie & Kent, Princess Cruises and Mr & Mrs Smith, get an introduction to the latest consumer trends impacting marketing techniques and take away top tips and practical marketing guidance. To find out more and to register your place click here.