Whether you are a top travel websites such as Trip Advisor; a bookings engine like Hotels.com or Expedia.com; a top hotel such as The Four Seasons, Aloft, Hilton or one of the Starwood Hotels & Resorts Worldwide; or, a small travel agency in Chicago, NYC, or San Francisco, the challenges that hotels and travel companies have with SEO, social media (Twitter, Facebook, Pinterest, Instagram, Tumblr, etc), and content strategy is pretty consistent. Many of the challenges these types of websites face, fall into the buckets below.
Digital Marketing Challenges For Travel Companies
- Content Duplication Across the Web
- Link Spam
- Managing the User Journey
- Proper Analytics Implementation
- Gaining and Managing Reviews
- Capturing Share of Voice in the Search Results
- Video and Image Assets are Under Optimized
- Site Architecture
- Internal Cross-Team Integration
- Difficulty Building Links to Hotel Related Pages
- Reputation Management
- Websites Lack In-depth and Valuable Content
Facts about Digital for Travel Websites
78% of boomers use at least one website when planning vacations.
45% of boomers use attraction websites when planning vacations, compared to 40% for hotel sites, and 37% for travel review sites.
67% of boomers bring digital cameras on vacation, compared to 64% for laptops, and 61% for smartphones.
44% of boomers planning to take a vacation next summer say it will be a family trip, compared to 31% for romantic, and 9% for with friends.
51% of boomers do not make budgets when they go on vacation
Source: THE TRAVEL BOOM from Lab42
18% of US consumers aged 55 and over say travel review sites have much influence on their travel purchases.
18% of US consumers aged 35-54 say travel review sites have much influence on their travel purchases.
31% of US consumers aged 21-34 say travel review sites have much influence on their travel purchases.
Mobile devices will account for 30% of all US travel bookings by 2017.
Source: Hotels from L2