“The Digital Travel Marketer’s Best Practices Toolkit” provides valuable guidance for developing digital marketing in the travel industry. It highlights the challenges posed by the rapid evolution of platforms and channels and emphasizes the importance of a tailored digital marketing strategy for each business. The guide covers a range of marketing tools, including native advertising, video marketing, social media, mobile optimization and traditional email marketing. The choice of channels largely depends on the target audience you are aiming to reach. Social media is one of the most popular marketing channels today due to its high visibility, but it’s important to remember that not everyone is on social media.
Most marketing methods and channels are interlinked in some way. For example, native advertising, video and social media often complement each other effectively. Mobile optimization is particularly crucial, as mobile devices have become the primary way to access the Internet. More than 60% of emails are opened on mobile devices, so it’s essential to ensure that emails are easily accessed on smaller screens.
Social media
Prioritizing quality over quantity is key! Social media is a powerful marketing tool, but it shouldn’t be the olnly channel for a company. It’s crucial to select social media platforms that align with your company’s target audience and objectives. For example, on Facebook, up to 52% of users report that friends’ holiday photos have influenced their own travel plans, highlighting the significant impact social media can have on travel decisions.
The guide also emphasizes the importance of transparency and factual communication, especially in the tourism sector where trust and credibility are crucial. Honest and transparent communication helps build strong customer relationships and prevents potential reputational damage.
Native marketing
“Blend in, don’t stand out!” Native advertising, or paid content advertising, is an effective method for reaching tourists in a natural way, providing valuable content without being disruptive. This approach integrates ads seamlessly into surrounding content, such as articles or social media posts. Millennials, in particular, are highly receptive to this type of advertising, with up to 60% clicking on sponsored content if it is both entertaining and relevant.
Video marketing
Tell a story! In video marketing, storytelling is crucial. A compelling travel video does more than introduce a destination; it weaves a narrative that evokes emotions and inspires viewers. Video is a powerful tool that lets travelers explore destinations visually. The guide emphasizes that travelers often prefer watching videos before making travel decisions. This is understandable, as videos help tourists envision themselves in the destination and grasp its atmosphere. Video is particularly effective in showcasing a destination’s uniqueness and creating emotional connections.
I’ve also used videos to plan my travels, including my upcoming trip to Stavanger, Norway. I’ve been searching for information about the destination using relevant keywords and watched videos about places like Preikestolen (Pulpit Rock) in particular. These videos have helped me prepare for the hike and pack the right gear, giving me a much better sense of what Stavanger is like and what experiences await there.
Mobile optimization
“Don’t get siloed” – mobile shouldn’t be the only digital strategy! Mobile optimization has become central in the tourism industry, with mobile devices now an indispensable part of the travel process, from searching for destinations to making reservations. The toolkit reports that up to 40% of travelers use mobile devices to search for and/or book travel services, making mobile optimization essential for a seamless travel experience.
However, while mobile devices play a significant role, it’s important to remember that mobile shouldn’t stand alone. Simply having a mobile-optimized website or app isn’t enough, as travelers often use multiple devices to plan and book their trips.
Email marketing
Email is still an effective way of marketing! Email marketing is still highlighted in the guide as a powerful tool, reaching 91% of online consumers. Well-designed and mobile-optimized emails can effectively engage tourists. Although email may be considered an older marketing technique, it remains one of the most effective ways to reach a specific target audience with personalized travel offers. The guide emphasizes the importance of a strong headline, precise targeting, and readability.
Conclusion
While “The Digital Travel Marketer’s Best Practices Toolkit” highlights the challenges of rapidly evolving platforms and channels, its key message is that successful digital marketing requires a strategic, multi-channel approach. It’s crucial for companies to build a strategy that fits their needs, combining native advertising, video marketing, mobile optimization, social media, and email campaigns to reach travelers in their own digital environments.
Bibliograph Expedia Media Solutions 2024. The Digital Travel Marketer’s Best Practices Toolkit. Accessed on 10.9.2024. Link to the material