{"id":113171,"date":"2015-12-03T13:05:00","date_gmt":"2015-12-03T18:05:00","guid":{"rendered":"https:\/\/www.dacgroup.com\/digital-marketing-for-the-travel-industry-what-you-need-to-know\/"},"modified":"2024-12-21T05:54:38","modified_gmt":"2024-12-21T10:54:38","slug":"digital-marketing-for-the-travel-industry-what-you-need-to-know","status":"publish","type":"post","link":"https:\/\/www.dacgroup.com\/en-gb\/insights\/blog\/paid-media\/digital-marketing-for-the-travel-industry-what-you-need-to-know\/","title":{"rendered":"Digital Marketing for the Travel Industry: What You Need to Know"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">Being the UK\u2019s 2nd oldest surviving digital marketing agency (and Scotland\u2019s oldest), Ambergreen is a full-service (SEO, Content, Paid Media, Analytics) agency that\u2019s used to adapting to the times and keeping on top of the latest trends. <\/span><!--more--><br \/>\n<span style=\"font-weight: 400;\"><img loading=\"lazy\" decoding=\"async\" class=\"alignleft size-square wp-image-4366\" src=\"https:\/\/ambergreeninternetmarketing.com\/wpe-content\/uploads\/2013\/11\/Grant-Whiteside-180x180.jpg\" alt=\"Grant Whiteside\" width=\"180\" height=\"180\" \/>Over the years, there have been huge changes in the travel industry and our founder, Grant Whiteside, has seen them all. In the lead-up to the <\/span><a href=\"http:\/\/www.wtmlondon.com\/\"><span style=\"font-weight: 400;\">World Travel Market<\/span><\/a><span style=\"font-weight: 400;\">, we spoke to him to get his observations.<\/span><\/p>\n<p><b>What\u2019s changed in the \u00a0marketing of the travel industry over the last 14 years?<\/b><span style=\"font-weight: 400;\"><br \/>\n<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><span style=\"font-weight: 400;\">\u201cThe only constant in the travel industry is change. Nothing stands still. For me, the most striking change I\u2019ve seen over the years is the level of control that has shifted to the consumer. With the rise of sites like Airbnb, consumers have greater granular choice than ever before. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u201cMobile has revolutionised things. A few years ago, people may have researched options via their phone, then used a desktop platform to actually convert. These days, mobile offers a single integrated experience. A variety of mobile apps make it simple for people to complete their booking via the likes of Ryanair and Airbnb. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u201cIf package operators are to compete, they have to be able to offer the levels of simplicity and choice that customers expect in today\u2019s market. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u201cGo back 15 years &#8211; travel brochures were king. These days, their role has changed. Where they still exist they\u2019re coffee table items, not items designed to directly convert a sale. The sales funnel for travellers has fundamentally altered.\u201d<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Being an integrated, full-service marketing agency, Ambergreen\u2019s different departments all have insights to offer when it comes to effective marketing of the travel sector.<\/span><\/p>\n<p><b>Grant\u2019s key digital marketing takeaways for the travel industry<\/b><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Choice is now firmly in the hands of the consumer.<\/span><\/li>\n<\/ul>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Your company\u2019s offering must be fully optimised for mobile.<\/span><\/li>\n<\/ul>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">The new travel sales funnel must be acknowledged and understood if it\u2019s to be capitalised upon.<\/span><\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<p><b>The technical SEO side &#8211; how can an audit help travel firms?<\/b><\/p>\n<p><span style=\"font-weight: 400;\"><img loading=\"lazy\" decoding=\"async\" class=\"alignleft size-square wp-image-5133\" src=\"https:\/\/ambergreeninternetmarketing.com\/wpe-content\/uploads\/2015\/10\/Mark-Proctor-180x180.jpg\" alt=\"Mark Proctor - Head of SEO\" width=\"180\" height=\"180\" \/>Mark Proctor is Ambergreen\u2019s Head of SEO and brings a wealth of experience to the role. We caught up with him to find out how a technical audit could bring a boost for travel companies.<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><span style=\"font-weight: 400;\">\u201cThings an SEO <\/span><span style=\"font-weight: 400;\">audit might reveal would include whether the site is likely to appear for the searches most relevant to the types of holidays they provide (which are therefore most likely to convert).<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u201cA typical example may be that a site includes a page about &#8216;holidays in Prague&#8217; &#8211; which, from a searcher&#8217;s perspective is a big broad informational query.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u201cWhen we look at the way people search however, we see variations with greater specificity, including &#8220;cheap holidays to Prague&#8221;, &#8220;city breaks to Prague&#8221;, \u201cweekend breaks to Prague&#8221;, &#8220;Prague apartments&#8221;, and &#8220;luxury holidays in Prague&#8221;. \u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u201cThe high relevancy of these searches typically reveal a potential customer that is further down the sales funnel than one performing the broad informational search.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u201cIf our client offers services to match these types of query, but doesn&#8217;t have their site optimised in a manner that communicates that to Google, there&#8217;s an opportunity.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u201cAn audit of the site lets us understand which search queries the site is currently likely to be considered for a good rank for by Google. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u201cWhen we combine that with search demand analysis, we build a picture of the potential market, build a gap analysis, and ultimately use that information to optimise the client&#8217;s site so that it matches the way their market searches for their products or services.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u201cThe technical audit will typically reveal any reasons why a site isn&#8217;t performing well for terms that it might be considered to be targeting &#8211; there are a lot of factors we look at, but the most common include slow loading speeds, poor page formatting, misconfigured settings and poor site architecture.\u201d<\/span><\/p>\n<p><b>Mark\u2019s key technical SEO takeaways<\/b><\/p>\n<p>&nbsp;<\/p>\n<ul>\n<li><b><span style=\"font-weight: 400;\">Breaking down your approach to cover more granular search terms helps you be found by users who are most likely to convert.<\/span><\/b><\/li>\n<\/ul>\n<ul>\n<li><b><span style=\"font-weight: 400;\">Even when your content has been produced to service these terms, you have to make sure that this content can be easily found and understood by Google.<\/span><\/b><\/li>\n<\/ul>\n<ul>\n<li><b><span style=\"font-weight: 400;\">Keyword research can reveal the gaps between what your site is currently being found for and what it should be found for &#8211; highlighting opportunities you need to be taking.<\/span><\/b><\/li>\n<\/ul>\n<ul>\n<li><b><span style=\"font-weight: 400;\">Slow loading speeds, poor page formatting, misconfigured settings, and poor site architecture could all be holding back the performance of your content.<\/span><\/b><\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<p><b>Content &#8211; why is this such a crucial part of the travel marketing mix?<\/b><\/p>\n<p><span style=\"font-weight: 400;\"><img loading=\"lazy\" decoding=\"async\" class=\"alignleft size-square wp-image-5013\" src=\"https:\/\/ambergreeninternetmarketing.com\/wpe-content\/uploads\/2013\/11\/Chris-Sharp-180x180.jpg\" alt=\"Chris Sharp\" width=\"180\" height=\"180\" \/>Chris Sharp is the Content Marketing and Outreach Specialist at Ambergreen, bringing together research and creativity to deliver content that hits the mark. We spoke to him about the importance of content in travel marketing.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u201cTravel is always aspirational. It\u2019s the allure and mystique of far-off destinations that get people excited; the opportunities to meet new people, go on adventures, experience different cultures. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u201cBringing all that to life in a travel brochure is an impossible task &#8211; it simply doesn\u2019t gel with the wealth of factual information that needs to be included. It also doesn\u2019t help to get people in the door in the first place.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u201cContent is the solution to this dilemma. Regular blogs, videos, emails, and so on, helps fulfill the primary aim of any marketing: show, don\u2019t tell. As the old adage goes: <\/span><b><i>\u201c<\/i><\/b><span style=\"font-weight: 400;\">People may forget what you said, but they\u2019ll never forget how you made them feel.\u201d <\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u201cWords can paint pictures, send people on adventures, activate their own imagination to make the holiday seem more fantastical than you could even dream of. So use them!<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u201cHowever, content alone isn\u2019t enough to make you stand out, you also need to show customers why you are different, why you even sell holidays. If customers understand the \u2018why\u2019 behind your business they will start to identify with your brand, to believe in it.<\/span><\/p>\n<section id=\"hub-newsletter-signup\" data-role=\"forward-email-subscription-container\" class=\"full-width w-100 d-flex justify-content-center align-items-center bg-c7f2b3\">\n    \n    <div class=\"max-w-1400 w-100 form\">\n        <div class=\"text-content-container\">\n            <h2>\n                Stay Forward            <\/h2>\n            <p class=\"subtitle\">\n                Get exclusive insights into digital <br class=\"d-none d-lg-block\">media's top-trending topics delivered<br class=\"d-none d-lg-block\"> directly to your inbox.            <\/p>\n        <\/div>\n\n        <div data-role=\"form-group\">\n            <div class=\"d-flex flex-column w-100\">\n                <form data-forward-email-form class='custom-hubspot-form' id='hubspot_form_6a68f3c0b1b33'>\n    <div class='d-flex input'>\n        <input type='email' class='form-control me-2 input' placeholder='Email address' aria-label='Email' name='email' required>\n        <button type='submit' class='btn_primary-filled_white'>Submit\n<\/button>\n    <\/div>\n    <input type='text' name='dac_hp' value='' tabindex='-1' autocomplete='off' aria-hidden='true' style='position:absolute;left:-9999px;height:0;width:0;border:0;padding:0;overflow:hidden'>\n    \n    <p class='hubspot-status'><\/p>\n<\/form>\n<script>\njQuery(document).ready(function($) {\n    var loadedAt = Date.now();\n    var form = $('#hubspot_form_6a68f3c0b1b33');\n    form.on('submit', function(event) {\n        event.preventDefault();\n\n        \/\/ Get email input value\n        var emailInput = form.find('input[name=\"email\"]');\n        var email = emailInput.val().trim();\n\n        \/\/ Get the status element for this form\n        var statusElement = form.siblings('.forward-email-status-container');\n\n        \/\/ Submit through the site's form proxy (form IDs stay server-side)\n        fetch('https:\/\/www.dacgroup.com\/en-gb\/wp-json\/api\/v1\/forms\/submit', {\n            method: 'POST',\n            headers: {\n                'Content-Type': 'application\/json'\n            },\n            body: JSON.stringify({\n                form: 'newsletter',\n                source: 'block-hub-newsletter',\n                lang: 'en-gb',\n                email: email,\n                hp: form.find('input[name=\"dac_hp\"]').val(),\n                turnstileToken: form.find('[name=\"cf-turnstile-response\"]').val() || '',\n                elapsed: Date.now() - loadedAt,\n                pageUri: window.location.href,\n                pageName: document.title\n            })\n        })\n        .then(response => response.json().catch(function() { return {}; }).then(result => {\n            if (response.ok && result.success) {\n                if(statusElement) {\n                    statusElement.text('Thanks for Subscribing!');\n                    statusElement.css('color', 'green');\n                }\n\n                var userInfo = JSON.parse(localStorage.getItem('userInfo'));\n                if (userInfo) {\n                    userInfo.event = 'Form_submit';\n                    userInfo.email = email;\n                    userInfo.form_name = 'Newsletter';\n                    window.dataLayer = window.dataLayer || [];\n                    window.dataLayer.push(userInfo);\n                }\n\n                emailInput.val(''); \/\/ Clear the email field\n                window.dispatchEvent(new CustomEvent('newsletter-submit'));\n            } else {\n                if(statusElement) {\n                    statusElement.text((result.data && result.data.message) || \"There was an error submitting the form.\");\n                    statusElement.css({\n                        'color': 'red',\n                        'padding-top': '10px'\n                    });\n                }\n            }\n        }))\n        .catch(error => {\n            console.error('Error:', error);\n            statusElement.text(\"There was an error submitting the form.\");\n            statusElement.css({\n                'color': 'red',\n                'padding-top': '10px'\n            });\n        });\n    });\n});\n<\/script>                <span class=\"forward-email-status-container\"><\/span>\n            <\/div>\n\n            <button id=\"forward-form-submission\" class=\"subscribe-btn\" type=\"button\" onclick=\"triggerButton(this)\">\n                <span class=\"d-inline-block\">\n                    SUBSCRIBE                <\/span>\n                <span class=\"d-inline-block bell-container\">\n                    <svg width=\"28\" height=\"28\" viewBox=\"0 0 24 24\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n                        <path fill-rule=\"evenodd\" clip-rule=\"evenodd\" d=\"M3.5458 14.4774L4.50055 13.234C4.50657 11.8629 4.56791 9.80824 5.17539 8.00401C5.52706 6.95953 6.09459 5.89126 7.03537 5.08C7.70533 4.50227 8.51103 4.10149 9.44696 3.90922C9.50872 3.69984 9.5922 3.49047 9.70471 3.28979C9.91134 2.92122 10.2194 2.57523 10.654 2.33189C11.0827 2.09183 11.5478 2 12 2C12.4355 2 12.8969 2.08208 13.3272 2.31763C13.7695 2.55969 14.0812 2.91045 14.2866 3.28943C14.3999 3.49849 14.4813 3.71787 14.5396 3.93682C15.5444 4.18145 16.3788 4.69659 17.0444 5.38131C17.9498 6.3126 18.4937 7.50224 18.8321 8.60503C19.3645 10.3395 19.4725 12.1499 19.4944 13.1421C19.9371 13.6338 20.3502 14.1627 20.6914 14.626C21.9447 16.3277 20.6148 18.5001 18.7001 18.5001L5.52863 18.5C3.45543 18.5 2.28314 16.1217 3.5458 14.4774Z\" stroke=\"#171616\" \/>\n                        <path fill-rule=\"evenodd\" clip-rule=\"evenodd\" d=\"M9.0857 19.3749C9.431 19.1461 9.89639 19.2405 10.1252 19.5858C10.874 20.7159 12.7481 21.0858 13.9 19.5501C14.1485 19.2187 14.6186 19.1516 14.95 19.4001C15.2813 19.6486 15.3485 20.1187 15.1 20.4501C13.2518 22.9143 10.126 22.3027 8.87475 20.4143C8.64596 20.069 8.74041 19.6037 9.0857 19.3749Z\" fill=\"#171616\" \/>\n                    <\/svg>\n                <\/span>\n            <\/button>\n        <\/div>\n    <\/div>\n\n    \n    <script>\n        function triggerButton(button) {\n\n            var container = button.closest('[data-role=\"forward-email-subscription-container\"]');\n            var form = container.querySelector('[data-forward-email-form]');\n\n            if (form) {\n                jQuery(form).find(\"button[type='submit']\").trigger('click');\n            }\n        }\n    <\/script>\n\n<\/section>\n\n\n<p><span style=\"font-weight: 400;\">\u201cIs generating that belief worth the effort? Consider the fact that the only thing that impacts upon the perceived quality of wine is the price point. You can give people two glasses of the same wine, tell them that one is worth much more than the other, and they will report finding the \u2018more expensive\u2019 wine as being tastier. Neuroimaging backs this up &#8211; people actually <\/span><i><span style=\"font-weight: 400;\">enjoy <\/span><\/i><span style=\"font-weight: 400;\">wine more if they think it\u2019s more expensive.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u201cSo the belief in your holidays affects not just the amount of people buying them, but the price they will pay and their <\/span><i><span style=\"font-weight: 400;\">actual<\/span><\/i><span style=\"font-weight: 400;\"> enjoyment when they arrive!\u201d<\/span><\/p>\n<p><b>Chris\u2019s key content takeaways:<\/b><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Bring your holidays, destinations, and service to life with creative content that activates the imagination of your customers.<\/span><\/li>\n<\/ul>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Tailor not just the content, but the tone and style to fit in with the type of holiday or destination you are promoting.<\/span><\/li>\n<\/ul>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Use data to align your marketing around what the customer wants and what they aspire to. A graduate on a gap year will want cheap fun, adventures, and to meet great people. An OAP will tend to favour culture, history, and safety.<\/span><\/li>\n<\/ul>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Use your content to generate <\/span><i><span style=\"font-weight: 400;\">belief<\/span><\/i><span style=\"font-weight: 400;\"> in your holidays as well as your brand. If people buy in to your brand vision, they will enjoy their holiday more and become a strong brand advocate.<\/span><\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<p><b>Analytics &#8211; what do the mean for the travel industry?<\/b><\/p>\n<p><span style=\"font-weight: 400;\"><img loading=\"lazy\" decoding=\"async\" class=\"alignleft size-square wp-image-5671\" src=\"https:\/\/ambergreeninternetmarketing.com\/wpe-content\/uploads\/2013\/11\/Yanina-web-optimised-180x180.jpg\" alt=\"Yanina\" width=\"180\" height=\"180\" \/>Yana Trofimenko is a Research &amp; Data Analyst at Ambergreen, dedicated to showing brands how capturing, understanding and utilising their data can add to their bottom line. We asked her to identify the information that travel companies should be focusing on.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u201cTravel is an extremely complex sector because of the number of factors which could affect a customer\u2019s decision to purchase. Selecting a destination is something which will usually require a good deal of consideration, requiring return visits to travel websites. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u201cThe decision is also likely to have been made by more than one person as there can be several different stakeholders with potentially conflicting interests and desires. A lone traveller\u2019s experience in making a choice will differ from that of somebody booking a family break. Also, holidays can take a number of different forms &#8211; beach holidays, city break, adventure break &#8211; and can be taken around different occasions &#8211; New Year, honeymoon etc.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u201cThis all means that travel companies have an amazing opportunity to collect detailed data about customers.\u201d<\/span><\/p>\n<p><b>Why does Yana advise that travel companies do with their data?<\/b><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Leverage on search and comparison micro-moments and encourage visitors to log in with the option to search\/receive updates on their preferred destination.<\/span><\/li>\n<\/ul>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Collect detailed data about all customers\u2019 searches and show them their personal search history and recommended destinations.<\/span><\/li>\n<\/ul>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Optimise on-site conversion paths for better navigation and tracking micro-conversions.<\/span><\/li>\n<\/ul>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Employ a cross-channel marketing strategy to make customers come back (PPC, SEO, direct mail).<\/span><\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<p><b>Paid Media &amp; PPC &#8211; how can you ensure that your adverts are optimised for conversion?<\/b><\/p>\n<p><span style=\"font-weight: 400;\"><img loading=\"lazy\" decoding=\"async\" class=\"alignleft size-full wp-image-5697\" src=\"https:\/\/ambergreeninternetmarketing.com\/wpe-content\/uploads\/2015\/11\/Colleen-McCaskell-small-optimised.jpg\" alt=\"Colleen McCaskell - small optimised\" width=\"180\" height=\"180\" \/>Colleen McCaskell works in Ambergreen\u2019s Paid Media department and took time out to give us the benefit of her travel-related experience.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u201cWith the complex purchase decision process for travel companies, the role different channels play in helping drive sales and revenue can be the difference between having a solid campaign and having an amazing campaign! <\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u201cIf you\u2019re only trying to convert users on search then you\u2019re basically saying you believe users will convert the first time they visit your website or your brand and offering is that memorable that users will come back without prompting. That\u2019s a huge assumption in today&#8217;s multichannel, multi device, multi touchpoint world. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u201cIt\u2019s therefore vital to understand your customer, leveraging data from your site as well as third parties, to help you make invest the right level of budget in the right places in order to outflank the competition and fuel the growth of your business.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u201cAnother important aspect of creating a winning paid media campaign is writing ads and creative to ensure you&#8217;re speaking to your customer appropriately as different things are going to appeal to different people. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u201cFor example, if I was tailoring ad copywriting to demographics of older folks \/ empty-nesters, it wouldn&#8217;t be relevant to focus on how family-friendly the holidays are. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u201cThere\u2019s also the issue of price brackets. For travel packages aimed at people operating on a budget, mentioning &#8220;prices start from just \u00a3300&#8221; could be a great thing as the customer will realise it&#8217;s within their price range. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u201cHowever, discounts and prices don&#8217;t typically hold that much appeal to customers specifically looking for an upscale, luxurious holiday. So, first and foremost, we have to bear the potential customer in mind.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u201cSecondly, you need to know what the competition is offering. There\u2019s not much point in saying, \u2018prices start from \u00a3300\u2019 if all the other guys who run similar tours are undercutting you &#8212; \u00a0your ad will just look silly. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u201cIf you aren\u2019t able to make your prices more competitive, you need to find other USPs to flag up. Mentioning numbers (20% etc.) is a known tactic for grabbing attention, but if every other advertiser is doing this, then you should probably find another approach or you&#8217;re just going to blend into the landscape.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u201cFinally, with holiday ads being super-competitive in the SERPs, good ad extensions can make or break you in terms of actually catching people&#8217;s attention and getting them to click. Star ratings, reviews, callouts, and structured snippets are all indispensable on top of well-written copy and will help you take up more real estate in the results. The ads without the star ratings in the example below probably a have <\/span><i><span style=\"font-weight: 400;\">far <\/span><\/i><span style=\"font-weight: 400;\">worse click-through rate (and they&#8217;re in lower positions, as well).\u201d<\/span><\/p>\n<p><b>Colleen\u2019s key PPC takeaways<\/b><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Ad copy has to be optimised to suit the target demographic. Focus on the travel factors that matter to them.<\/span><\/li>\n<\/ul>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Only lead with information or angles that will positively differentiate your brand from its competitors.<\/span><\/li>\n<\/ul>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Have extensions on your ad such as star ratings \/ reviews. These (if positive) will improve click-through rates.<\/span><\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<p><i><span style=\"font-weight: 400;\">Want more helpful tips like this? <a href=\"https:\/\/ambergreeninternetmarketing.com\/contact\/get-email-updates\/\">Get\u00a0our quarterly newsletter straight to your inbox<\/a>.<\/span><\/i><\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Being the UK\u2019s 2nd oldest surviving digital marketing agency (and Scotland\u2019s oldest), Ambergreen is a full-service (SEO, Content, Pa Stay Forward Get exclusive insights into digital media&#8217;s top-trending topics delivered directly to your inbox. Submit SUBSCRIBE id Media, Analytics) agency that\u2019s used to adapting to the times and keeping on top of the latest trends.<\/p>\n","protected":false},"author":87,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","reading_level":"Strategic","reading_level_confidence":0.72,"reading_level_needs_review":"0","footnotes":""},"categories":[2890],"tags":[730,731,732],"class_list":["post-113171","post","type-post","status-publish","format-standard","hentry","category-paid-media","tag-digital-marketing-tips","tag-travel-sector","tag-world-travel-market"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.7 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Digital Marketing for the Travel Industry: What You Need to Know | DAC<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.dacgroup.com\/en-gb\/insights\/blog\/paid-media\/digital-marketing-for-the-travel-industry-what-you-need-to-know\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Digital Marketing for the Travel Industry: What You Need to Know | DAC\" \/>\n<meta property=\"og:description\" content=\"Being the UK\u2019s 2nd oldest surviving digital marketing agency (and Scotland\u2019s oldest), Ambergreen is a full-service (SEO, Content, Pa Stay Forward Get exclusive insights into digital media&#039;s top-trending topics delivered directly to your inbox. 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