TRAVEL AND TOURISM MARKETING STRATEGIES: CAPTIVATE AND CONVERT TODAY'S TRAVELERS
Now that the travel industry is coming back to life as seen in the tremendous increase in tourists to the country and making an incredible comeback, companies in the industry have a golden opportunity to take advantage of new trends and effective marketing strategies to attract and interest travelers. Here we will review some of the most important tourism marketing strategies and guide you through various strategies to help you attract and reach potential customers.
STRATEGY #1 : DOMESTIC TRAVEL GROWS IN POPULARITY
While international travel is necessary, it is important to remember the great opportunities that local tourism offers. According to the National Tourism Agency, 83% of people traveled domestically in 2022, and at the same time, the total number of foreign tourists to Iceland was around 1.7 million that year. It is predicted that 2.2 million tourists will come to Iceland in 2023. The opportunities are therefore huge, and by tailoring your marketing to attract and interest tourists who are already in the country, you can reach a large number of potential customers.
POLICY #2 : PURPOSE OF TRAVEL ACT
Today's travelers are increasingly motivated by their ethics and seek experiences that benefit communities and choose to support companies that care about the environment. If your company shares these values, it can have a significant impact on consumer choice. Taking these traveler values into account can help you differentiate yourself from your competition. You can achieve this, for example, by showcasing the diversity of your staff or by emphasizing eco-friendly practices.
STRATEGY #3 : PERSONALIZATION MAKES EVERYTHING
Personalization is no longer just one of the possible means of marketing in the travel industry; it is mandatory. Travelers want a unique experience from the first time they see your brand to long after their trip ends. By customizing your marketing message at each touchpoint, you can increase purchase rates, drive sales and promote customer loyalty.
NOW LET'S LOOK AT SOME MARKETING IDEAS WELL SUITED FOR TRAVEL SERVICES AND WILL HELP YOUR COMPANY SUCCEED:
STRATEGY #1 : GEOGRAPHIC TARGETING
If there's one thing that will change the game when it comes to reaching the booming tourism industry already in place, it's geo-targeting. By using geofencing, you can capture the attention of those in the area and inform them about everything that can be done nearby. To maximize the success of your marketing efforts, focus on specific locations or groups of people.
STRATEGY #2 : USE VIDEOS TO ARISE EMOTIONS
Traveling can be an emotional experience, and using video in advertising can work with these emotions. Make engaging videos that tell exciting stories and showcase your brand's unique experience.
There are several ways to promote your brand to your target audience. One option is through TV, connected TVs (ctv) that allow you to deliver interactive video content that captures and holds your audience's attention. Another option is through user-generated content (UGC), which has become an increasingly popular way thanks to the emergence of media that emphasize short videos. These platforms provide a space for content creators to share their opinions on various products and services, making UGC a valuable resource for consumers looking for unfiltered product reviews.
Today, approximately 70% of all consumers rely on UGC reviews or ratings before making a purchase decision. This reliance on UGC is rooted in our innate trust in word-of-mouth, a phenomenon that has seamlessly transitioned into the digital realm, making it easier than ever to reliably share and retrieve insight.
STRATEGY #3 : CREATE CONTENT THAT CATCHES THE EYE
Visual appeal is all-important in the travel industry. Create ads that are stunning to the eyes and capture the attention of your target audience by showing beautiful places or amazing things they want to experience. Craft your message so that it will immediately spark interest, curiosity, or an emotional response that leads to engagement or sales.
STRATEGY #4 : CREATE ADS THAT FIT THE CONTEXT
Contextual advertising can be a powerful tool to reach tourists who are ready to travel. By running ads based on popular keywords, website content, and other relevant information, you can reach people in the right mindset and easily convert them into customers. For example, information such as "Things to do with the family in the North" can help you reach people who are interested in traveling there.
STRATEGY #5 : FOCUS ON THE VALUE OF THE BRAND
It is very important that your message to potential customers is clear and strongly suggests why they should choose your brand. So focus on what sets you apart from your competitors. For example, by sharing positive customer reviews from sites like TripAdvisor or by emphasizing a rebooking policy, it can give guests a clear understanding of your company's unique values.
STRATEGY #6 : USE POSITIVE PR
Positive public relations (PR) is a powerful tool for establishing a strong presence of your brand and building relationships with potential customers. By managing your brand's image and utilizing positive PR strategies, you can increase your reach, brand awareness and foster meaningful relationships with your target audience. In addition, you can also leverage your social media activities to drive engagement and clicks at a lower cost to the business.