The travel and tourism industry has long been a pioneer in the adoption of digital marketing strategies. The sector’s early adoption of digital marketing can be attributed to several factors, including its focus on selling experiences and the increased number of mobile users. As the cost of digital marketing services continues to decline and social media platforms continue to prove their effectiveness as marketing tools, the popularity of digital marketing among travel and tourism companies is expected to soar even higher in upcoming years.
In the past, most consumers of the travel and tourism sectors browsed destinations and booked their itineraries through online mediums using desktops and personal computers. But now, the industry has gradually but rapidly witnessed a shift from desktops to mobile devices. The hospitality industry is not alone in experiencing this transition, as digital consumption as a whole has changed drastically over the years. Start-ups have popped up in an already highly saturated market, offering consumers mobile-only options.
Despite the fact that a large percentage of bookings are made online, a significant number of bookings are still carried out using physical means. One reason for this is that the final decision is commonly made online, and then the actual booking is made through a physical channel. This is particularly true among last-minute travellers who might book a hotel for the same day. This subset accounts for roughly 60 per cent of all travellers.
Despite the great number of travel and tourism businesses that have moved their operations online, it is important to note that many companies have not ventured beyond conventional methods of marketing. Online promotion has provided a low-cost opportunity for companies to experiment with new techniques while limiting financial risk. Travel and tourism brands need to look into newer ways to leverage the Internet in their search for innovative digital marketing strategies, which will provide consumers with unique experiences they cannot receive through traditional methods.
It is a common mistake for brands to advertise on every social media site available. This undermines a well-laid digital marketing strategy by spreading the brand’s resources too thinly. Instead, target specific sites with users matching the brand’s target audience and effectively use that platform to mitigate consumer interest. This will prove much simpler and more effective.
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