Lesson 8

Features of Digital Travel Marketing

Let’s note the features inherent only in travel marketing:

  1. The client is almost always not at the point of sale before buying. Even if the client lives in the same city where the travel agency is located, he will still study and compare different travel agencies on the Internet.
  2. Since the main resource of a tourist is time, the relevance of tourist content posted on websites and social networks should be as high as possible. Working hours, current rules and restrictions, actual address, contacts should be constantly checked and updated, because if a tourist arrives at the closed doors of your institution or falls under some restrictions, you simply don’t have a second chance to visit him.
  3. If in ordinary stores you can be glad for the presence of queues, then this does not work in tourism. A tourist arrives for a relatively short time and if he spends it standing in lines, then he does not spend money during this time and does not bring economic benefits to the destination. Or does not visit the business at all, to which a kilometer-long line is built. Moreover, if tourism is the transfer of impressions to the tourist, then the tourist will definitely not receive them in the queues. Therefore, queues are unprofitable and unproductive both for the tourist himself and for all tourist organizations.
  4. Special attitude to the reviews of tourists. If, say, a certain local store has bad reviews, then a person living in the area may decide to check everything on the spot. A tourist is unlikely to do this, and if he sees bad reviews without a response from the administration, then most likely he will decide not to visit this business. In other words, negative reviews without management responses simply cut off some potential customers.
  5. Local businesses operate in local languages. If we are talking about a tourist, it is advisable to give him information in his language, or at least in English, which is understood by almost all travelers. For example, if there are two identical hotels, but the first one has English-language content, and the second one does not, then naturally, a foreign tourist will choose the first one.
  6. In the tourism industry, potential customers rely more on their smartphones and the Internet in general, while in other areas, businesses can attract customers in other ways.

With these features of the travel business in mind, you will be able to build successful online marketing strategies that will meet the needs of customers and their goals.

Author: Dmitriy Tin – founder of Center Smart Tourism GmbH
Editing and translation into English: Leonid Andrianov