Travel agencies were one of the worst-hit industries during the Covid-19 pandemic. Most of this can be attributed to the fact that people were forced to remain inside the confines of their homes, quarantining or otherwise. Therefore, the sudden rise in digital trends in industries can also be accredited to the pandemic.
Almost everyone has access to smartphones nowadays. Moreover, access to ultra-fast networking has skyrocketed during the last decade. So, people have been spending more time researching and rehashing their travel plan itineraries. This means a shift from traditional searching for travel agencies in the real world to virtual sites. The role of digital marketing for travel agency has never been more apparent than today.
Here are five strategies for digital marketing aimed at travel agencies. This includes strategies from the grass-roots level all the way up to building long-standing partnerships with players in related arenas.
1. Create an engaging site that is well-oriented and user-friendly
This lies at the very base of digital marketing. Digital marketing for travel agency starts with a website. Creating a user-friendly site increases traffic and the likelihood of digital footprints on the site.
In addition, an easily navigable site with high-information data supplemented with pictures is more likely to attract prospective travelers. Blogs detailing itineraries, maps, and relevant information are a must here.
All aspects, from the font to the color palette and accents and animations, matter here. You should thus try to invest in high-quality domain providers to build a site that caters to all these needs. This offers you a chance to engage the reader with your travel agency in a professional way.
Search engine optimization (SEO) furthers this process. SEO is a continuous process, and the website should be updated frequently with the times to ensure engagement and relevance. This is one of the cornerstones of digital marketing for travel agency. This step entails how to make a domain that stands out from the rest:
- Create a memorable name for your website
- Avoid hyphens and special characters
- Avoid complex phrases and instead, go with relevant easy to pronounce words for your domain
Also, you must invest your time in understanding Search Engine Marketing (SEM) which includes investing ads on search engines such as Google, Bing and Yahoo.
2. Utilize the power of social media to create digital strategies
Do not underestimate the power of social media in digital marketing for travel agency. Engagement and customer loyalty are prime as is in every industry. In the tourism industry, trends suggest that people tend to trust a single travel operator and tend to make a lifelong connection to the operator. So essentially, you must grab your opportunity on social media platforms.
There might be a customer acquisition cost upfront, but with time and number, it is likely that this cost will be recouped. Travel agents often invest in advertising their services on the social media sites like Facebook, Instagram and Twitter. A UK research found that 57% of millennials have chosen their travel destination after perusing beautiful social media posts from their pals.
Digital marketing for travel agency dictates the flow of travelers through social as well as traditional media. Here are a few tips to make your content more enticing and noticeable:
- Create aesthetically appealing content to inspire people with a sense of adventure and intrigue.
- Encourage your customers to give reviews on your Facebook page or tag you in Instagram posts or stories that they share. According to a UK study, 97% of millennial travelers claimed they would be willing to share a positive travel experience on social media sites like Facebook and Instagram.
- Create raffles to attract more people.
- Inform customers of your most recent deals, including early bird discounts and holiday-specific incentives.
To further engage your customers, you will need influencers. They have a dedicated fan base, and you may use this for your benefit. This would further your cause of digital marketing for travel agency.
Influencer material is more valuable than branded content, according to 60% of marketers contacted for a survey. Imagine a travel agency posting a list of ‘5 reasons you should visit Goa’ as opposed to a video uploaded by an influencer who is on a trip that was organized by your company and is staying in a hotel with a view of a scenic beach in Goa. It is quite evident that the latter will attract more visitors to your page and website.
3. Surveying the market and the competition
It goes without saying that you should always be a step ahead of your competitors. Market surveys and analysis of tools used by competitors would help you to stay in the game at the pole position. This is a tried and tested approach to digital marketing for travel agency.
The point here is not to copy, but to look closely and observe what their strategy might be. A demonstration of their strengths and weaknesses should give you an edge in designing your tools for digital marketing for travel agency.
SWOT analysis should help you to bridge the gap with the forerunners in the game. This should give you an idea of your own company’s strengths and weaknesses and build an unbeatable product marketing strategy.
4. Organize cooperative relationships with service providers
Perhaps one of the most important assets of travel agencies is negotiating prices and agreements with the suppliers of end-user products, such as airlines, hotels, tour operators, etc. Your offering won’t be competitive if you have the same generic offers that every other travel industry participant has. You should utilize these professional relationships for your personalized digital marketing for travel agency. Also, you should limit the number of suppliers you attempt to forge connections with now that you are aware of your target locations, values, and pricing ranges.
With your hands on several global distribution systems (GDS), you are likely to strike better deals with partner companies. On the other hand, you can also utilize machine learning and AI to augment this process.
One of the best tools you have at your disposal is Pathfndr, which will fit right into your suite. With its innovative AI and search operations, you can take advantage of its inventory powered by reputed global partners.
5. Advertisement placements and pricing strategies
Placing advertisements at the right places for the right costs is likely to boost your revenue. This may include search engine advertisements, ads on social media sites, or banner ads on travel-related blogs.
Customers are more likely to give more credibility to well-known sites and ‘paid reviews’ on popular internet forums, sites, and magazines. You can include this in your arsenal for digital marketing for travel agency.
Pricing strategies are a key part of digital marketing for travel agency too, as this balance between fame and price dictates the usefulness of the travel agency via advertisements and other similar sources. Find out what the typical profit margins are for your suppliers. Profit margins may change across various vendors and geographical areas. However, historically, they have been low regardless of all other factors.
Once again, travel is a competitive and unforgiving industry. Find out who else distributes for your important suppliers. Your suppliers are also, in a sense, your clientele. To specify your markup and strike a balance between profitability and competition, you must be aware of the markup that other travel agents and internet travel agencies charge.
Conclusion
Today’s world is unforgiving in the sense that competition in the last few years has skyrocketed and profits have started narrowing down. But, knowing the right way of digital marketing for travel agency may aid you in giving a boost over the existing players in the space. Striking a fine balance between trust, prices, and profitability is the single key thing that separates you from the competition out there. So, your digital marketing for travel agency will dictate the fate of your business.
Sites like PathFndr, with their AI-powered search engines, will help you change things for the better and set you off on an upward trajectory.