News and Insights
6 key marketing strategies for small businesses in the travel industry
June 9, 2023
The travel industry is competitive, and if you run a travel agency, tour company, or another business in this sector, you’re always looking for ways to stay ahead of the pack. With our guidance, you can optimize your marketing strategy to appeal to your target customers.
Here are a few essential marketing best practices for companies in the travel industry, including tips on communicating with vendors, researching your competitors, and more.
Efficient vendor communications
You might work with numerous vendors, from airlines and bus operators to hotels and tour guides. When you’re communicating with so many important vendors, you don’t want to risk important information getting lost in the shuffle, like invoices or key business documents.
If you’re working with a marketing professional, like a graphic designer or web designer, it’s a good idea to compress JPEG files so that you can easily email them back and forth. Unfortunately, compressing a JPEG file can reduce the image quality. Alternatively, you can preserve the image’s quality by using this JPEG to PDF conversion tool. You can even use this tool to convert several JPEG files into a single PDF so that you won’t have to email multiple images.
Conduct competitive analyses
Analyzing what your competitors are up to is a smart business move. To research your competitors, BigCommerce recommends browsing their website to evaluate their user experience and on-page SEO keyword strategies, checking out their advertising materials, reading reviews of their services, and assessing their customer engagement on social media.
Upsell and cross-sell experiences
In the travel industry, upselling and cross-selling products and experiences can drive significant new revenue. To accomplish this, Trekk Soft recommends identifying which higher-end experiences your customers might be interested in based on their initial inquiries and promoting complementary services, like extra time on scenic flight routes or additional adventure tours.
Establish business partnerships
Partnering with businesses that also operate in the travel industry can expand your customer base. For example, if you specialize in working with budget travellers, consider partnering with hostels to cross-promote each other’s offerings. On the other hand, if you target senior travellers seeking luxury experiences, you could form partnerships with highly-rated hotels or guides who offer exclusive private tours. In a marketing partnership, you and your partner can bundle services together in exciting travel packages or offer discounts on each other’s services.
Upgrade your software
If you’re running your business with outdated software, it’s time to budget for new programs. Onix Systems states that travel agencies and similar companies typically need online booking and central reservation systems that enable tour building, customer service chatbots, billing, invoicing, and accounting software, and a customer relationship and marketing management system. You may want to look for software specifically designed for travel agencies that bundle all of these features into one platform.
Prioritize customer engagement
In the travel industry, you can’t overlook the power of customer engagement. By setting up a customer referral program, you can encourage your customers to send new clients your way, which can help you drive new business without spending more money on marketing. You can also invite your customers to share the highlights of their travel experiences with you and share photos and quotes from their testimonials on your social media platforms.
The travel industry is always changing. But sticking with a few time-tested best practices can serve your business well in the long run. With these tips, you’ll be able to stay on top of vendor communications, partner with other businesses in the travel space, and master the arts of upselling and cross-selling.
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