How to Create Strategies That Capture Traveler Demand

Digital marketing has only existed since the advent of the Internet. However, marketing in various forms has probably existed ever since humans were able to trade, barter, and sell. Posters and billboards first appeared over 150 years ago, when companies were looking to showcase their products. There has been rapid evolution, and marketing methods have been somewhat updated by adapting them to the digital world.

For the travel sector, this means using data insights to better understand traveler demands and seasonal trends, and as a result, enabling businesses to make more strategic decisions.

Google is now synonymous with “Internet” for many people and is used by 9 billion searches every day. The search engine tool is both the greatest friend and the craftiest enemy of a marketer when it comes to understanding and reaching a potential customer. Google may be the most popular search engine for consumers, but that makes its top spot a nightmare for any marketer or business to reach.

However, humans have historically used tools to their advantage, and Google is no exception. Marketers can use the search engine by combining its analytical features with their own ability to interpret local and global contexts. This allows them to maximize their ability to reach customers at every stage of their digital consumption journey.

Why? Let’s explore three simple yet valuable data-driven steps to personalize offers and add value based on travelers’ interests and needs.

1. Get inspired by TV series and cinema

Monitoring the media is something most digital marketers do naturally, whether it’s checking out the day’s news headlines, browsing social media, or even keeping up with the latest hits. Looking at cinema and television series is the best way to search for both local and global trends that could inform your marketing tactics.

For example, maybe you’ve fallen in love with the TV reality show Love Island, now produced around the world. For the British in the UK, the popularity of the 2022 season saw a 600% increase in searches for “cheap holidays in Mallorca,” where the show is set. Likewise, the popularity of blockbusters like Jurassic Park e Pirates of the Caribbean filmed in Hawaii equally sparked a rise in the number of adventure tours searched for in their respective locations.

Those in the travel and tourism sector are usually quick to capitalize on the momentum of such popular releases. The savviest marketers are those who leverage this increased attention by developing content strategies optimized to appear in these trending searches.

2. Marketing for every stage of the purchase cycle

The digital search of a potential traveler/customer can be divided into three stages of a purchase cycle:

• Informational search: when the customer is conducting research, for example “the best hiking area in New Zealand” or “the best mountain bike trails near Auckland.” This is where travel magazineso or content blogs can add the most value for businesses, as they provide non-promotional opportunities that generate awareness.
• Evaluation of alternatives: prospective travelers are now ready to compare the options they have found. This could involve looking for reviews that include a customer story on your website or ratings on independent sites such as Tripadvisor.
• Point of purchase: this is the most competitive point in the purchase cycle and can often be a waste of time if a traveler is already convinced by their previous online research. It might include price-related searches for package deals or cheaper options, so designing the online booking process and point of sale for a seamless user experience (UX) can help lock in a customer at this decision-making moment.

Knowing your audience by asking: Who are they? What are they looking for? What are their fears? And what are their purchasing patterns and preferences? This is crucial for understanding your target customer and identifying how to reach them at each stage of the cycle.

3. Predict and target keywords

Digital tools such as Google Trends and Buzzsumo are easy-to-use analytics platforms that can help you improve your business strategy and open up the online world behind the scenes. While Google Trends lets you see how often people search for a term, where those people are located, and view comparative data on search terms, Buzzsumo reveals the amount of content written on a particular topic and helps you connect with potential content collaborators.

For example, Google Trends show a recurring spike in interest for the search “haunted house tour” throughout the month of October. Additionally, with the comparative search option, you can see whether “haunted house” or “murder mystery” tours were more popular in your area. Then, you can position your marketing materials accordingly with search engine optimization (SEO) for website copy.

Similarly, if you are looking for new ways to add value to your clients, entering the experience economy is the perfect starting point. Suppose you are trying to charge premium prices. You will need to provide premium experiences, and a self-guided augmented reality (AR) tour related to your product or business is an innovative way to spark wanderlust in a potential customer. In this case, being able to compare search interest in “self-guided tours” versus “treasure hunts” and use this data analysis to drive your marketing could be the cornerstone of any strategy.

With your keywords identified, sites like Buzzsumo can connect you with influencers, creators, and journalists who can help you expand the reach of your content.

Data on our digital activities are one of the most valuable assets of our technological age. Every time a potential traveler searches for information, they communicate to companies and product sellers what they want. This detailed data can then be used to further develop and refine digital content strategies to best capture travelers’ needs.

Source: Martech Series