Marketing a travel business online in 2020 is easier said than done. With the high competition, episodic customers, and most importantly, the fact that almost anyone can plan and book a trip online nowadays, you need to upgrade your online marketing strategy ASAP to market your travel business on social.
Whether you’re a travel agent, have a travel agency, or offer other type of travel services – we’ve got you! We did our research and selected the most effective marketing methods for travel businesses that you should implement in your marketing strategy. Let’s briefly go over each.
Make Sure You Website is Responsive and Relevant
First and foremost, in order to market your travel business on social, your website or blog needs to be up to date, responsive, and with relevant information about your business. Before we dive into the social media aspect of marketing a travel business, let’s say a word or two about this crucial step.
We’ll assume that you already know your target audience and their likes, dislikes, and interests, so tailor your website copy as well as its design to fit their taste and needs. Consistent branding is everything, so once you choose the right design, font, logo, especially tone of voice – stick with it. This is how your clients will remember you.
If you have an online booking system (and we highly recommend that you do), incorporate a call to action button on your site. Whenever a client sees a “book now” button for example, they can book and pay for a trip in a matter of seconds, which is something that’ll not only bring you more bookings, but it’ll increase the level of user experience as well.
And lastly, make sure that your website is mobile-friendly. Given that over 50% of website traffic is generated from mobile devices, this step is a must.
Define Your Unique Selling Points
You probably know that the competition for travel businesses on social media nowadays is high. This is exactly why you need to figure out what makes your business different from the rest by defining your unique selling points.
What makes you stand out from the competition? The destinations, prices, activities, packages, or whatever else it is, will help you in creating your overall branding and personalizing your content.
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Inspire Your Followers to Travel
Social media is where your customers are, so you should be there as well to market your travel business.
Figure out the social media platforms your target audience uses most frequently and focus solely on them. We recommend that you start with two, and see how it goes before including more.
Inspire your followers to visit amazing destinations by publishing appealing photos and videos, travel-related articles, even GIFs that’ll entertain your audience.
And don’t forget about user-generated content! Ask your customers to send you photos and videos from their trips or you can share them directly from their social media accounts. User-generated content is what motivates travel purchases better than professional photos taken by the agency, so don’t underestimate its power.
Learn more about user-generated content and how to incorporate it into your content strategy by reading our User-Generated Content Guide.
Ask Your Clients for Reviews and Testimonials
Besides asking your clients for photos and videos from their latest trip, ask them if they are willing to send you a review via email or leave it directly on your social media page. You can then post the reviews and testimonials as photos on your pages, and also publish them on your website to increase consumer confidence in your business. After all, reputation is revenue, so make the most of it.
Advertise on Social Media
While scrolling down their Facebook and Instagram feeds, social media users are constantly daydreaming about travelling to some amazing destination, be it France or Thailand. And those who do this tend to like the pages and heart the photos where this type of content can be found.
Why is this important? Because with Facebook and Instagram’s outstanding targeting options, you can market your travel business business on these platforms so it’s seen by your specific target audience only. For example, you can target people based on their interests and hobbies, so you can include interests such as traveling, skiing, sunbathing, etc. You can also select your perfect audience by incorporating behaviors displayed on Facebook and Instagram such as frequent travelers, business travelers, local travelers, international travelers, and so on.
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Use Influencer Marketing
And lastly on this list we have influencer marketing, another really effective marketing method for travel businesses. You too can promote your travel business by collaborating with one or more influencers, and we recommend that you start with micro-influencers no matter your budget. In fact, micro-influencers bring more results than macro-influencers, which is why even big brands who can afford celebrity influencers choose to work with micro-influencers. It’s just better for business.
Next, it’s really important that you choose an influencer who is a traveler, has his or her audience’s trust, and regularly engages with his or her followers. You can offer them financial compensation or a free trip and ask them to document their experience with photos and videos. It’s up to you both to decide whether they’ll post one or more vlogs on their YouTube channel, a few photos and stories on Instagram, a couple of posts on Facebook, and so on.
If you want to know more about influencer marketing, like where to find them and how to reach out, among other things, check out the following pieces: