Some weeks ago I’ve read an interesting article based on Google data about tourism. Well, I live in a touristic island and I noticed a lot of touristic operators’ mistakes regarding web presence, web marketing channels’ mix and digital advertising.
Let’s try to take a look.
Mobile responsive websites
The first simple and obvious step: too many touristic operators still do not have a mobile responsive website.
- More than 25% of all smartphone owners have booked using their smartphone in 2015.
- 8 out of 10 users would book again through these devices.
Social media marketing
Social media marketing is no longer an “optional” in the tourism industry.
- 78% of tourists update their Facebook page while on holiday. Engage with them.
- 53% of travel brands generate direct bookings from social media.
- During 2016, social media will probably be the primary channel to generate travel bookings and revenue for 50% of the tourism industry.
Reviews mean bookings
You can like it or not, today’s web surfer need user generated content such as ratings, reviews, pictures and videos to help them make their decision to buy.
- 84% of potential customers read reviews before booking and half think that reviews are the greatest influence on their booking choices.
- 89% of customers think reviews are accurate.
Image is everything. Using good pictures (on websites and digital advertising) will help to sell your tours more easily.
- 90% of users are attracted to content that uses good images than content without.
- Run a contest and have your customers send them in. Select the best to use on your website.
Video is growing quickly. It helps customer retention and Google rankings.
- YouTube is the second largest search engine in the world (we know that the firs is its “father” google)
- 82% of users probably book a tour after watching a good quality video.
- The possibility to appear on Google’s first page using YouTube Video on your site is 50 times higher.
Content increase SEO
An amazing blog is a great way to create brand awareness, rankings in Google and generate bookings.
- 33% of tourists read travel related blogs before deciding about holidays.
- 58% of tourism entrepreneurs agree regular blogs improve sales growth.
Build your own content offering local knowledge. This kind of marketing builds brand trust and traffic to your site.
- 25% of tourists’ main driver is culinary travel.
- 58% of travellers use their smartphone to search for local activities like nearby restaurants.
- 39% of travellers visit destinations mainly for arts and culture.
Google AdWords (PPC)
A good organic rank is no longer enough. PPC advertising is a quick way to drive customers to your website.
- 68% of users click on Google Ads before making a purchase.
- 86% of users click on a Google Advertising on the top 3 positions.
- Travels will account for nearly 10% of all PPC advertising.
Are you still thinking that booking.com is enough for your business? Try to read these article's data again ;-)
But if you're thinking that you should plan something more about your web presence, your web marketing and digital advertising...you'd better contact us!