Especially after the pandemic, travel marketing has never been more important. The rise of social media and influencers means that the world is more visible than ever before and consumers are always looking for inspiration, and the next big destination.
While all of this means there are plenty of opportunities for travel brands, there is also a lot of competition. It is now more difficult to stand out from the crowd and get people to the booking stage, which is exactly why you need to be informed with the latest best practices when it comes to digital marketing for travel.
Digital Marketing Works
The majority of the people coming to your social media pages or website are not looking to buy straight away. Google found that 55% of leisure travelers only go on one or two trips a year, but they put a lot of time and effort into researching those trips.
In fact, 37% of them think about their next vacation weekly to several times a month. This means scrolling through social media, following specific travel-related hashtags, and browsing through travel brands’ websites for ideas. Considering the fact that two-thirds of 18 to 34-year-olds admit that the “Instagramability” of a destination is the single most important factor when it comes to deciding on a location, you want to make sure they don’t just scroll on past.
Digital has made it easier than ever to shop around for holidays, as well as book a trip on a whim. In fact, 71% of US travelers have planned a vacation online, 79% have shopped online for their trip and 83% have booked their vacation online. These figures are likely to increase over the next few years as more people opt for the digital approach over old school travel agencies with physical offices.
This ultimately means that travel brands need to hone-in their digital marketing to make the most of the high numbers of online vacation shoppers. But how do you go about this?
Understand Your Audience
Your first step to creating a digital travel marketing strategy is understanding exactly who you are marketing to. There are many types of travelers out there, and it’s unlikely that you’ll appeal to all of them, which means the strategies you use will depend on who your target audience is.
Are your key demographics millennials, couples, families, seniors, Gen Z or a mixture? Are they more likely to be found on Facebook or Instagram? Do they want 5-star luxury or authentic experiences?
You need to be able to answer all these questions and more in order to paint an accurate picture of your audience.
When you’ve identified exactly who you’re targeting with your travel marketing, it will be much easier to:
- Appeal to your audience
- Address their concerns, needs, or reservations
- Create a presence in the right online space or platform
- Raise brand awareness
- Reengage existing customers and more
Are you interested in creating an effective digital marketing strategy? Contact us for a free 30-minute consultation and let us take your brand to the next level.