Spring and summer months are the hottest time of the year in terms of travel marketing, as many people start researching their most anticipated travel destinations and booking their upcoming vacations. As such, the competition gets fiercer than ever, and you have to adjust your marketing strategy to win over consumers.
Typically, most people search for cheap hotel accommodations and flights, family vacation deals, last-minute tours, or an Expedia discount code to finalize their purchase, so you need to address these and other of their needs in your marketing strategy. However, it might not be enough, so you need to approach it thoughtfully.
Below, we will share several travel marketing tips you can implement in your business today to improve your marketing efforts. Apart from defining your target audience and understanding the traveling customer’s journey, you also need to tailor your message to the most popular search trends among your prospects, set up Facebook Ads properly, and utilize retargeting. Continue reading to learn more about developing a successful travel marketing strategy.
Define Your Target Audience
If you want to appeal to potential customers, you first need to understand who they are, so begin by defining your target audience. To do so, you need to gather as much data as possible about your prospects – their age, gender, occupation, interests, and so on.
Once you have this information, you can start segmenting your audience and developing targeted marketing campaigns that will speak to each group’s needs directly. Doing so will allow you to improve your chances of resonating with your prospects and convincing them to book a trip with your company.
Understand the Customer’s Journey
To develop an effective marketing strategy that will enable you to increase your bookings, you need to understand the customer’s journey. In other words, you need to know what steps prospects take before they finally decide to book a trip.
Typically, people go through several stages before they make a purchase – they become aware of the problem they need to solve, consider their options (in this case, picking a travel destination), make a decision, and take action (booking a trip). Therefore, you need to develop targeted content for each stage of the buyer’s journey.
For example, if your target audience is at the awareness stage, you should focus on creating informative blog posts and articles that will help them realize the problem they need to solve, such as finding a family-friendly resort or planning a romantic getaway.
On the other hand, if they have already considered their options, you should focus on creating persuasive content that will convince them that your company offers the best travel solutions for their needs. Ultimately, your goal is to guide prospects through the buyer’s journey and turn them into paying customers.
Pay Attention to Search Trends
Another one of our travel marketing tips is to always stay up-to-date with popular search trends in the travel industry. Doing so will allow you to identify the most popular travel destinations among your target audience and produce content that will address their needs directly.
For example, if you notice that more and more people are searching for cheap flights to Europe, you might want to consider running a promotion that will offer discounts on airfare. Similarly, if you notice that many people are searching for all-inclusive resorts in Mexico, you might want to create blog posts and articles that will help them find the perfect resort for their needs.
Spring Clean Your Website
No matter how often you update your website’s content, there are always old pages and blog posts that require some attention. Give your website a good spring cleaning this season by deleting the pages that are no longer relevant to your business. Maybe you used to offer a certain product or service but no longer do, or maybe you’ve changed your focus and now target a different audience.
Whatever the case may be, make sure your website accurately reflects your current business model and offerings. This will help improve your website’s SEO and make it easier for potential customers to find the information they’re looking for when they visit your site.
Set Up Facebook Ads Properly
Facebook Ads are a great way to reach potential customers, but only if they’re set up properly. That’s where defining your target audience and understanding their needs and wants comes in handy again and helps you create ads that are more likely to resonate with them.
Furthermore, you need to create compelling ad copy and use eye-catching visuals that will grab people’s attention and persuade them to click on your ad. You should also track your results carefully and make necessary adjustments to improve your campaigns over time. By doing so, you will be able to set up Facebook Ads that will help you reach your target audience and increase your bookings.
Use Retargeting Ads
If you want to reach potential customers who have visited your website but haven’t booked a trip yet, you should consider using retargeting ads. These are ads that are shown to potential customers who have already expressed an interest in your products or services but haven’t made a purchase yet. As such, they are a great way to remind potential customers about your company and get them to book a trip with you.
To create effective retargeting ads, you need to segment your audience carefully and create targeted ad campaigns that will speak to each group’s needs directly. Additionally, you need to use persuasive ad copy and eye-catching visuals that will grab people’s attention and make them click on your ad.
Offer Discounts and Special Offers
Finally, one of the most effective travel marketing tips is to offer discounts and special offers regularly. They will help you attract potential customers who are looking for cheap hotel accommodations and flights and have them book a trip with your company. Additionally, it will help you build trust with potential customers and improve your brand recognition.
As an example of effective travel marketing, Beaches of Normandy Tours in early 2024, offered a discount on all tours, announced on their Facebook page with a WWII battle image. The post received 1.2K reactions, 52 comments, and 32 shares. This approach not only effectively attracted the attention of potential customers seeking travel options but also demonstrated the company’s commitment to providing unique and value-driven experiences. Such promotional efforts contribute to increased bookings, building trust, and enhancing brand recognition in the competitive travel market.
Developing a successful travel marketing strategy is essential if you want to increase your bookings. However, it’s not always easy, as you need to pay attention to many different factors, such as your target audience, the customer’s journey, and popular search trends.
Additionally, you need to set up Facebook Ads properly, use retargeting ads, and offer discounts and special offers regularly. By following these travel marketing tips, you will be able to develop an effective marketing strategy that will help you increase your bookings. Good luck!