Marketing a Travel Agency in a Digital World
Starting a marketing campaign in today’s world can go one of two ways. The first is that you get conversions and generate revenue. However, the other results in low ROIs that lead to a loss. Finding the right touchpoints can be tricky, and breaking the clutter of ads seems impossible. Here are a few tips for marketing a travel agency in a digital world:
Provide Excellent Service
You can’t sell something that is inherently bad. While you might get a few sales, people are likely to avoid your company in the future, and as word gets out, you lose customers. Always focus on delivering a solid service and focus on customer retention.
With so many options to choose from, you need to create promotional material that stands out from the rest and draws people in. This point-of-difference can range from tangible or intangible benefits your company offers.
To date, word-of-mouth marketing remains one of the most important means of revenue generation. This method accounts for around 13% of sales because people are more likely to trust a friend’s recommendation over messaging from companies themselves.
By providing excellent service and ensuring customer satisfaction, you can improve your company’s credibility. No matter how well-established your travel agency is, ensure that you provide excellent service to your customers to improve customer retention rates.
Get Clients to Keep Coming Back
Repeat customers can become advocates for your company, and these people are more likely to stay committed to your company, even if the service wavers once or twice. The more loyal your customers are, the easier is to market a travel agency. These customers talk about your company to their friends and family that leads to more revenue for you.
Keeping the same client is better for business because client acquisition costs about five times more.
Most people don’t pay much attention to the company’s marketing campaigns. Your customers know that your company is trying to attract more customers, so unless they see your services in action, you can’t make a significant impact.
Companies have started leveraging social media to use their users to make marketing content for them. While most customers who partake in these activities are those who are highly engaged with the brand, you can incentivize others to participate with prizes. Let's talk about some benefits and drawbacks of this type of marketing:
Your company does not have to invest huge amounts of resources in creating promotional material. Red Bull is one of the companies that set an example for how effectively they could market their product with minimal marketing expenditure.
Similarly, you can effectively market your travel agency by having people capture your travel agency on social media and participating in challenges during trips. Since this content is generated by paying customers, people are more likely to believe their experiences and take them at face value.
Customers who make content about a company are loyal to the brand and believe in the company. At times, you have to select which content is worthy of the winning prize while rejecting the other contestants. This rejection can break customers’ trust or make them lose interest in the brand.
You might want to focus on user-generated content in a limited scope during the early phases of brand-building. Since you are likely to have fewer customers, don’t start challenges with prizes right from the start. Instead, focus on getting positive reviews and sharing them on your social platforms with your customers’ consent.
Use the Right Channels
Marketing a travel agency requires you to select the appropriate channels carefully. Selecting the right form of media mostly depends on where your target audience is the most active.
Social media is one of the best marketing tools for a travel agency because it lowers the barriers for customers to communicate with a brand. Your customers can see all relevant information and engage in 2-way communication with you on social media.
Depending on your target audience, you should choose the right tone to talk to your social media followers. For example, if you target a younger audience, you need to make relatable content and keep the tone informal.
Once you have generated enough leads and sign-ups on your website, you should consider an email newsletter. The information in the newsletter should be relevant to your audience, and you should find ways to draw your customers in for signing up.
To encourage more leads, give first-time newsletter subscribers benefits such as a discount when they sign up. Email and social media platforms are excellent places to host giveaways for a free trip or hotel upgrade. Think about the long-term benefit to your company by encouraging people to engage with your brand.
Every company in the service sector should get close to the customer. Setting up booths at malls and conventions allows your customers to get to know you better and build a relationship with the brand.
Loyalty and Referral Programs
To keep your customers coming back, start a loyalty program that gives repeat customers free upgrades or discounts. You can also get more customers on board by incentivizing referrals.
Choosing the Right Media
While digital media is an excellent place to start, you should never forget conventional media. Digital media campaigns have a shorter lifespan, but it’s easier to track their progress. A mix of both media types will help you get the best results for your travel agency.
Depending on whether you target local or international travel and what clients you cater to, your approach will vary. We can’t generalize what will work; however, you can figure this out by talking to other people in the industry or by analyzing your competitors’ strategies.
Engaging the Landing Gear
Regardless of your marketing strategy, choose what you want to highlight and define your goals. Marketing a travel agency without having quantitative figures worked out is likely to return poor yields.
This was our guide on some important considerations while marketing a travel agency. We hope that this helps you take your promotional activities in the right direction and attract more customers.