In an era dominated by technology, humans will always look out for experiences. Its human nature is to explore, and history has shown us that travel is one of the most resilient industries ever.
No doubt that the pandemic has had impact on travel like no one ever imagined but good news is travel bans are no more making headlines. This was the most booming industry till 2020 March.While we might not be sure when exactly will travel industry be shattering the records again; one thing is sure that its time for the travelers to return and for the industry to be back on its feet.
Online travel marketing matters more than ever in 2021. As per statistics in 2019 more than 49% travelersbooked vacationsonline but the pandemic has just fast-tracked the transition to a more digital world. As per a report by McKinsey the digital adoption rate has gone years ahead of where they were when previous surveys were conducted. 80 percent of the customer interactions are now digital in nature.
People have got used to online purchases, they spend more time on social media then before and will keep doing so. Meaning, if you want to capture more bookings the moment traveling is back to normal, you’re going to need a solid online travel marketing strategy.
Individuals are increasingly influenced by digital media. The increased use of the Internet in the pandemic situation has exacerbated this trend, causing the way people relate to brands, products and services to be transformed
Vargas points out that although promotion will be necessary,the promotion should not be the same as before. The strategies of tourist marketers will not only be based on promotion and sale, but also on reconfiguring the marketing in the light of the new social reality resulting from the COVID-19 disaster.
So,let’s take a look at the top 10 tourism marketing trends to keep on your radar. If you still l anonline presence, we suggest starting there, as your attempts will likely be fruitless without the natural next step of booking online and a website.
Engage customers and Stay Connected digitally
Quite understandably many travel companies have cut their marketing budget, but right now marketing is more important then ever. Travel companies need to find ways to stay in top of the customers mind by being active on social media. With more and more people spending time on social media due to social distancing norms its imperative that you stay connected to the customer. Send messages about your latest Covid-safety steps, talk about domestic travel, publish images of empty and beautiful properties.
1. Talk About Health and Safety
Health and wellness practices is longer be a nice-to-have it’s a must in the a post-COVID-19 world. All travelers now are expecting higher hygiene standards to ensure their well-being. Digital tools are a must to expand existing “no touch” options.In websites and social media platforms post videos and visual that highlights how your organization has adapted to “safety first” policy.
2. Focus on Mobile
In 2020, 63% of all mobile traffic was video traffic. This number is predicted to grow to 76% by 2025 (Ericsson Mobility Report).
As per Think with Google, 48% of US smartphone users do the research, planning and booking of thecomplete trip on their mobile devices. The stats are quite analogous in Europe: 45% of UK holidaymakers and 44% of French travelers like to plan and book their entire trip on their mobile devices.
All the above means that the mobile experience needs to be as good as website experience, if not better. Your target audience must be able to perform the same things in mobile that they do on the desktop version of your website.
3. Be Social
In 2020, the average time spent on social media per day is 2 hours 24 minutes globally for users aged 16 to 64 on any device (Backlinko). Like many otherindustries the Big Three of the social media -Facebook, Twitter, and Instagram are a must in the tourism marketing. In these platforms travel is among the top shared topics of all. Do not ignore Facebook paid ads when trying out social media – it really works in travel bookings.
4. Live Video Marketing
Video marketing is one of the most popular online marketing ways right now. Travelers love to see live videos of places they plan to travel, not pre-recorded. Live streaming is one of the most cost-effective and engaging way to share destination details with eager travelers looking for their next escape. While there are many popular live-streaming platforms, for tourism brands, it’s best choose live streaming service tied to a social media platform. Facebook Live and Instagram Live are some of the most watched Live videos.
5. Tap on to Google Tools
Google has introduced its new Travel Insights tool. It provides trends and insights for both destinations and hotels. Find out about travel demand trends and download the latest data and insights around destinations that travelers are searching out. This new Google platform also offers other Google resources, like skills training courses through Grow with Google, Digital Garage and Google for small business, and their tourism Acceleration Programme with the UN World Tourism Organisation.
6. User Generated Content
User generated content is the best and the most trusted way to get people engage with your business. People trust fellow travelers more than a business or an influencer. Encourage people who visit you or travel with you to post on social media. Cultivate real time social interactions by rewarding travelers to share their photos, live videos and experiences through online Q&A sessions, polls, endorsementsand friendly competitions.
7. Online Bookings and easy cancellations
Zion Market Research points out that the travel online booking is expected to generate 1,955 billion. With the onset of this pandemic more and more people will trust companies that offer easy online booking opportunities and easier cancellations. With so many online deals and easy to book sites and social media bookings you need to simplify online bookings on your website.
8. Power of Reviews
Review sites like TripAdvisor, Yelp and Google are perfect for building a great online reputation. Ask all your customers to leave a google review while they are checking out. It is very important that you respond to all reviews – both negative and positive. One needs to acknowledge that you’re listening and hearing every single feedback. Positive reviews not only increase consumer confidence in your brand and products, but acts as an user-generated content and also helps boost website ranking and conversion rates.
9. Blogging Regularly
Your customers want to hear from you. One of the major upsets of 2020, other than the pandemic, was the adversevariations in pricing made by some of the bigger OTAs. Many travel businesses who relied a lot on these channels for bookings, it was devastating. They realized the need of own boking platforms.
The travel businesses are now very aware of that digital branding matters. Make your website your main base office. It is the place for bookings, cancellations and refunds. How to let people know that – blogging. With well maintained blogs you can get the best type of engagement ever. Establish yourself as an destination expert. Attract more visitors to your website and boost SEO.
Wondering how blogging help with SEO?
It keeps your website fresh and current — Google likes and updated content Increases the time people spend on your website and take desired actions Helps have a robust internal linking strategy
Some of the Top Travel Trends for Year 2021 and beyond
The time spent at home in last 1.5 years has made many people realize the value of travel and experiences. Many have a new found desire to travel and see the world. Maybe to makeup for the lost time or they have realized that no plan is certain ever.
Customised Bubble Vacation
More and more people are looking towards a more personalized experience now. No more being where the crowd is. Its time to offer your customers something more private and intimate to travel safely. Cottage stays, home stays, boat cruises, tent stays will be on demand. Simply speaking, the customers want to spend a holiday in an exclusive accommodation, with people they know. Many airlines and tour companies are offering bubble package tours.
Domestic Travel and Road Trips
With so many international restrictions on travel and ever changing guidelines not many people are keen on travelling overseas as yet. RV bookings saw a huge jump in the first few months og 2021. When taking a holiday not far from home travelling by road (rather than bus, rail or air) is the obvious choice of many. Being on your own vehicle provides maximum safety and also it provides a great sense of freedom after a prolonged period of being at home.
Workation
The year 2020 has seen change that was unthinkable before. People now know and are sure that work from home can be as productive as working for office. For many this might just become the new normal. Many businesses like Google and Twitter have made it a new norm. So workation is a trend that is going to stay. Travel companies are sure to see a substantial rise in people with extended vacation mode who will effectively combine work and pleasure more than ever before.Travel businesses needs to showcase home office facilities and Wi-Fi speed and they are sure to attract a huge number of digital nomads.
Sustainable Tourism
A recent survey found that 68% of travelers want the money they spend on travel to go back into the community. The year 2020 has made many travelers realize about travel’s impact on environment. People are more eco-conscious. Many experts are predicting that the future of travel industry will thrive on offering substantial travel options. For quite a while now many travelers will thus avoid traveling during peak season, and stay away from crowded tourist attractions.
People’s appetite for travel is as strong as it has ever been. With vaccination on full-swing in many countries across the world, vaccine passport might just become a new norm. It is a very crucial time for travel industry to attract and ensure booking demands. The only way to do so is digitally connecting with the target customers and tailoring travel products that will ensure safety as well as businesses’ successful recovery.
