Let’s face it; the travel industry is a beast. Competition is high, consumer habits are always changing, and new offerings are constantly popping up left and right. To stay relevant in the industry, you have to stay on your toes. Lucky for you, we’re here with some tips and tricks to help you make your marketing strategy superior to the rest!
Before you can effectively market to people within the travel industry, you have to understand the entire customer journey behind the searches and decisions that are made. For example, one case by Think With Google noted that a woman named Amy performed 34 searches and visited 380 web pages throughout her 2-month planning phase for a trip to Disney, and 87% of those searches were done on her phone (optimize for mobile strategy!). For most, travel booking is a complex, multi-step process that includes a wide variety of choices, so getting your brand on the radar requires some solid understanding of the people behind those searches.
Understanding your target audience, all the way from basic demographics to unique purchasing behavior is crucial in helping you create a plan of attack. Do your research, and you should be able to come up with some buyer personas to organize your target market within. Once you’ve mastered the differences between them, you can some emotional ads to target specific customers. For example, if one of your buyer personas is a couple searching for an affordable getaway from their busy lives, you could write an ad that highlights the relaxing escape your business could provide them with.
Understanding your audience is a great way to target your worthwhile customers, but it only helps if you’re showing up when they search in the first place. So you have this extensive list of relevant best travel keywords, but what should you bid on? Yes, high-intent keywords can be a travel marketer’s best friend, but brand terms might be just as important. One recent study found that brands that bid on their own keywords saw a 32% increase in clicks next to those that relied on organic search alone. There’s a whole lot of competition here, but there’s also a ton of ways you can combat it with strong SEO, so, get bidding.
Another extremely valuable travel marketing strategy is leveraging the power of remarketing. Remember the study where someone visited 380 web pages before making her decision? It can be pretty tricky for that customer to find their way back to you next time they start their booking process, so do them a favor and show up again for them. WordStream data found that people are 76% more likely to click on a remarketing ad than a non-remarketing display ad (even after seeing it numerous times). Consumers rarely book with the first travel brand they search for, but remarketing is a great way to combat that adversity and capitalize on satisfied past customers. Conversion rates are 2-3x higher for repeat visitors, so implementing a strong remarketing strategy certainly won’t hurt.
For more best-travel marketing tips, tricks and trends, check out the WordStream blog.