Empowering Your Brand: Digital Marketing in a Crowded Tourism Industry
The tourism industry is chalk-full of behemoth brands – BIG brands, with BIG budgets and very, very deep pockets. In 2023, Airbnb, alone, spent 953 million dollars in advertising (“Airbnb’s advertising spending worldwide”), and Expedia Group spent a total of 3.8 billion.
That’s enough to intimidate anyone, not just those with a dollar and a dream. But, though these numbers are big, and the competition seems to look like Mike Tyson in the ring, we can safely say we’ve helped many of our clients not just compete but thrive – and grow – against these juggernauts.
Don’t let this get to you! Though it may feel like you can’t compete, trust us – you can! The challenges are numerous, and living with the wrong mistake can be existential for a company, but we’re here to guide you through the snags and the snares. With our custom digital marketing solutions tailored specifically to your unique challenges,, you can rise above the competition and achieve unprecedented success. Let’s explore the challenges you may face and the solutions we offer to help you emerge as a leader in this vast industry. Here, we’ll provide solutions that we can leverage at strategic partners in taking over your respective market.
The Most Pressing Digital Marketing Challenges for Companies in the Travel & Tourism Industry
Let’s explore the challenges you may face and the solutions we offer to help you emerge as a leader in this vast industry. Here, we’ll provide solutions that we can leverage at strategic partners in taking over your respective market.
Stiff Competition in Google Search
Though this has been stated, we do want to provide the solutions to the problems we’re seeing, and high competition doesn’t get to skirt by.
In terms of organic traffic, the way you beat the big dogs in the rankings is by demonstrating to Google that you’re an expert in your local arena, making something called “topical authority” a major ingredient to the recipe for success for SEO. Topical authority is a critical component in establishing your online presence and gaining visibility in search engine rankings. Essentially, it means becoming a trusted source of information within your niche or local area. To achieve topical authority, you need to create high-quality, relevant content the big dogs can’t.
A potent tool in establishing this authority is the topical map, a visual depiction of the breadth and depth of key topics and themes pertinent to your business or destination. Through mapping of topics that deeply engage your audience, you can craft content that addresses their myriad interests. And, again, the trick is being an expert where the bigger brands cannot. For example, if you’re a boutique vacation rental company that offers accommodations in Cannon Beach, Oregon, demonstrate to Google you’re an expert in the area by going further with content than your competition has in terms of local attractions. That means being exhaustive in providing pages for hiking trails, state parks, lakes, rivers, restaurants – basically anything that is both relevant to your area and people who would go there to enjoy those things.
Now, we can’t show you our whole hand in terms of our strategy, so we’ll leave this topic at this: though topical maps are great, topical maps being supported by a knowledge graph are better.
Content Marketing: Targeting The Right Audience with The Right Message
What we have found in the travel and tourism industry is that some companies (not all) think of demographic data as reasons to be on such and such a channel, or reasons for doing Facebook or Instagram ads, or reasons for doing such and such a sale.The true power behind demographic data is that it allows you to target the right audience with the right message. Yes, these statistics and data findings are good reasons for these things, but you can do so much more with them.
Think of it like this: you know how important it is to understand who your audience is, right? Well, it’s not just about knowing their basic info like age or location. It’s also about digging deeper into what makes them tick – their interests, values, attitudes, and lifestyle choices. When you combine all this juicy info, it’s like unlocking the secret sauce for your marketing.
Say you’ve got a bunch of thrill-seekers in your audience who are all about the adrenaline rush. They’re not looking for fancy hotels; they want experiences that’ll get their hearts racing. So, your game plan might include hyping up activities like bungee jumping or skydiving, showing off rugged outdoor spots, and throwing in some wallet-friendly lodging options for good measure.
But hold up – what if your crowd is more into the high life? You know, those luxury travelers who crave top-notch experiences. For them, it’s all about the finer things – posh hotels, gourmet dining, the works. So, your strategy would shift to showcasing swanky accommodations, decadent meals, spa treatments fit for royalty, and exclusive VIP perks to make them feel extra special.
Ok, as complicated as that may be when you think of the possibilities, now add the dimension of weather to the mix, which brings us to our next challenge: seasonality.
Leverage Data-Driven Decision Making for Dealing with Seasonality
Seasonality is a beast of a challenge for travel and tourism companies. In 2023, for example, 48% of Americans planned to travel during the holidays, and 85% planned to travel during the summer, making very different circumstances at different times of the year (“The Great American Road Trip Tops U.S. Consumers’ Summer Vacation Plans.”). That’s a big difference.
However, here is the thing about seasons changing: as one goes out, another one comes in. Just as we discussed the challenge of delivering the right message to the right segment, this becomes even more complex due to the fluctuating nature of consumer behavior across seasons, which must be considered along a seasonal axis.
Paradox leverages historical and trend data to plot the behaviors across different seasons and anticipate shifts in consumer preferences. By analyzing past trends and patterns (including data of past marketing efforts), Paradox can identify key seasonal trends, such as peak travel times or popular destinations during specific months. This allows travel and tourism companies to adjust their marketing strategies and offerings to align with changing consumer behavior.
Further, Paradox’s data-driven decision capabilities enable companies to anticipate seasonal demand and plan accordingly. By leveraging data-driven insights, businesses can optimize their resources, allocate budgets more effectively, and capitalize on opportunities presented by seasonal fluctuations.
Evergreen-ness and Updating
Perhaps because of the seasonality the tourism industry sees, we see a strong tendency for companies to veer toward an event-based content marketing approach in which the content created has a short lifespan.
Blogrolls become similar to social or news feeds, and content marketing becomes secondary to social media marketing. Obviously, as stated earlier in connection to beating out the bigger companies in rankings, this hamster wheel does not provide a means to success. The content created is soon old news and is no longer searched for.
With this said, our content marketing strategies are keen to keep a pulse on the evergreen, annual, and semi-annual content opportunities when creating content. On the other hand, we have helped companies leverage the highly churning event-based tactics by automating content syndication through RSS feed, allowing our client the full gamut of content opportunities
Just Drink The Kool-Aid: Getting On Board With The Personalization Trend for Travellers
Ok, personalization is huge. Picture this: nearly 9 out of 10 travelers are craving those customized experiences when they hit the road. It’s not just a “nice touch” anymore; it’s becoming the norm, especially in the travel world. Think about Delta Airlines—it’s not just about getting from A to B for them. They’re jazzing up your in-flight entertainment and making sure you feel like a VIP with tailored goodies onboard. And Hilton? They’re taking your loyalty program data and using it to roll out experiences that feel like they were made just for you.
But here’s where it gets interesting. It’s not just about the product; it’s about the whole shebang—from the ads you see to the services you get. Imagine a hotel chain cooking up ads that speak directly to your travel style—whether you’re a family of five or a solo adventurer. Or a travel company serving up ads featuring local treats for the over-21 crowd.
Now, here’s the tricky part: turning all that data into personalized touches. Lots of marketing teams are stuck in data chaos, juggling different tools and dealing with messy info. That’s where Paradox’s custom dashboards on your customer relationship management (CRM) system comes into play, along with our data-centric approach to creating workflows to make sure the right interactions are happening with each segment of your audience.
Managing & Showcasing Reviews and Reputation Online
Today, more than ever, customers rely heavily on online reviews, particularly in the tourism industry. Becky Foley, Sr. Director of Trust and Safety at TripAdvisor, emphasizes the significant value of real traveler perspectives. TripAdvisor, and similar sites, offer extensive reviews which 85% of users say reflect their actual experiences, boosting confidence in their booking decisions. Such feedback plays a pivotal role in consumer behavior, with 79% of users trusting these reviews. Moreover, 52% would hesitate to book a hotel lacking reviews, highlighting the critical need for a positive online reputation (Tripadvisor).
To manage and enhance this reputation, businesses should encourage customers to post reviews and respond promptly to feedback, whether positive or negative. Showcasing positive reviews on websites and social media can significantly influence potential bookings. Addressing recurring issues based on feedback can transform negative perceptions into positive outcomes, leveraging digital marketing to build trust and increase customer satisfaction in the travel sector.
Not Just Another Tourism Digital Marketing Agency…We’re Your Marketing Department!
In the fiercely competitive markets of the tourism industry, standing out requires more than cookie-cutter solutions. At Paradox Marketing, we’re not just another agency—we’re your dedicated marketing department, committed to empowering your brand and guiding you through the challenges and opportunities of this dynamic industry.
Our tailored approach, backed by data-driven insights and innovative strategies, ensures that your brand not only competes but thrives against industry giants. From overcoming stiff competition in Google to mastering content marketing and personalization trends, we provide comprehensive solutions to elevate your brand to new heights of success.
So, if you’re ready to break free from the ordinary and embark on a journey of unparalleled growth and success, look no further than Paradox Marketing. We’re not just another agency—we’re your strategic partner in conquering the tourism market and achieving your business goals.
