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Travel Marketing 101: Everything You Need to Know

People are ready to travel. Where, when, and how varies as much as the individual. Passion, timing, and budgets lead the way. A smart media strategy, combined with evocative storytelling, will transport consumers to your destination.

• What is Travel Marketing?
• Top Travel Industry Trends

Essential Travel and Tourism Marketing Strategies

• — Video Marketing
• — Virtual Reality Experiences
• — Augmented Reality
• — Increase Search Visibility
• — Content Marketing & Native Ads
• — Digital Audio
• — Personalized Messaging
• Big Data in the Travel Industry

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What is travel marketing and why is it i mportant.

• The Travel & Tourism market is projected to reach $54 billion in 2023.
• Revenue is expected to show an annual growth rate from 2027 of 4.41%, resulting in a projected market value of over one billion by 2027. 74% of this will be generated by online sales. 

It's clear why travel marketing is important. Having a data-driven travel marketing strategy makes all the difference in overall business performance. It promotes travel services to new markets, strengthens awareness of one's brand, and increases the rates of both conversions and sales.

Just as travelers— for business or pleasure—have priorities and purpose in mind, so too should travel and tourism brands. What distinguishes your hotel from the others? What’s unique about your location? Who are your primary targets and how are you going to make their experience exemplary to earn their affinity? It all starts with defining your audience personas, crafting your brand, and knowing your KPIs.

Top Travel Industry Trends (2022–2025)

Again, how and where we travel varies, just as much as the destinations themselves. Below are just a few ways people are traveling. Understanding who is traveling where—and why—will inform strategies and personalization.

• Travelers Go it Alone : 25% of all American millennials plan to travel by themselves each year.
• Travelers Crave Local Experiences : The “experience economy” is huge in the travel industry. Consumers crave authentic experiences that distance them from mainstream tourism.
• Going Virtual : For consumers who want to sample and learn about different places without leaving their homes, there’s the alternative of booking a private tour and activity with locals around the world virtually, and viewing in the metaverse.
• Bucket List Travel: Always wanted to see an Emperor Penguin? There’s a cruise for that. Interested in seeing the beaches of Normandy? There’s a personal tour guide for that. Chances are the journey for these experiences starts with a recommendation from a friend and a good old-fashioned Google search to get the lay of the land.
• Business and Leisure Travel : Working remotely can mean Italy as much as Hoboken. The concept of being location-independent— traveling and working remotely— has become a new mainstay post-pandemic. In turn, digital nomads are searching for locations and deals on where to work and play.
• Sustainable Travel : Most U.S. travelers believe there aren’t enough options when it comes to sustainable travel. Nearly 70% of travelers say they are more likely to book accommodations if they know the property is planet-friendly .

Travel Industry Trends Resources: Generational Marketing 2023 Marketing Trends and Predictions

One of the best travel marketing tips to keep in mind is that most customers are not really paying for products or services in their minds. They are paying for experiences . As with nearly all businesses, technology presents the travel industry with seemingly endless opportunities to connect with customers. Below are just a few way brands are getting noticed:

Video Marketing

In the travel industry, videos have long been an indispensable marketing tool. They show off destinations and hospitality businesses in their full glory. Travel marketers that lean into video creation—and that doesn’t have to equal big budget productions—will forge connections with target audiences. Digital video is an amazing way for brands to educate, elicit emotion, and tell compelling stories.

Virtual Reality Experiences—The Metaverse and You:

It’s the ultimate test vacation. The metaverse can transport you just about anywhere and no passport is required. Like what you see? Post an offer and start planning. While still in the early stages, the tourism industry is already making the jump in the virtual reality (VR) world . Over the past few years, museums have introduced more creative ways to interact with exhibits and some have even taken consumers on pub crawls. Thomas Cook , a pioneer in the travel and tourism industry for more than 170 years, is using 360 VR films so travelers can test the waters of Sharm-el-Sheikh in Egypt and more. And if you’re trying to reach Gen Z, they’re here and they’re ready to go places.

Augmented Reality Enhances Real-World Settings

AR, or augmented reality, differs slightly from virtual reality. AR uses apps and overlays to create an experience and show additions to a particular setting. Travel companies can use this to advantage by using AR to transport and showcase their offerings.

Increase Search Visibility and See Bookings Soar

It’s easy to take the importance of a focused SEO strategy for granted with so many other options vying for your attention, but that would be a mistake­. Not having a mindful search strategy as a key tenet in your media strategy would be like not seeing the Eiffel Tower when in Paris. A well-rounded SEO strategy facilitates direct bookings, drives site engagement, and increases overall cost-effectiveness.

Do it right, and you’ll see your Google rankings increase. Getting your brand name on the first page of results is the holy grail to success when 94% of search starts with a search engine and more than 25% click the first result that comes up.

While you may already spend on SEO, it's a good idea to have an SEO check-in from time to time to make sure you’re targeting the right folks and doing so the way they want you to.

Content Marketing and Native Advertising

Few things combine time and place to greater effect than native advertising. It’s the ultimate storytelling device, empowering marketers to say exactly what they want to say and where. A good magazine ad or digital native advertising piece will take the shape of an article—for example, by showcasing a vineyard in Napa on the cover of Travel + Leisure or a video highlighting the beaches of Mexico within a surfing site. The creative will transport viewers, and hopefully a nicely placed call-to-action leads to a website that will give audiences more of the information they seek.

A few native advertising tips:

• Create content that encourages the reader to act
• Know how you’re going to measure results: what is it that you want user to do after they read your article or play your video?
• Try to be original. If you are one of several players trying to host destination weddings, why should they pick you? Are you offering a special incentive code?
• Be authentic. Be real. Native content is storytelling, not overt advertising. It isn't directly selling, per se, but rather sparking ideas.
• Find a fit: Be mindful of where you’re running your creative and complement the space. It’s a curated audience you’re being seen in, so make the most of it.

For many, the first step to a journey is “hey Siri,” "ok Google," or “Alexa,” so it’s little surprise that increasingly travelers (and potential travelers) are turning to devices to book hotels or flights, and learn more about excursions and dining experiences. Markers can optimize content to capitalize on voice searches.

Personalized Messaging Enhances Customer Experience

The goal of effective advertising is to personalize messaging so it's as relevant and beneficial to the recipient as possible. If a travel brand is targeting a young family, it makes sense to highlight the activities for minors. If trying to become a bachelor or bachelorette destination, it may make sense to include in your ad the customized experiences available to enhance their stay (and perhaps a discount code). Leading with a customer-centric perspective distinguishes brands, creates affinity, and earns loyalty.

Data Draws the Big Picture: Big Data in the Travel Industry

The importance of data analytics to drive performance and ROI cannot be overstated and data visualization platforms play an important role in this. They—quite literally—provide a big picture of how all elements in any particular ad campaign are performing. Operators, in turn, can use this information to see what creative is performing strongest, and which platforms are driving the most visit to optimize performance.

Gathering the data enables travel and tourism entities to discern data sets and maximize budgets. Data visualization platforms, such as MNI’s industry-praised Optics , gives advertisers the ability to evaluate key metrics and optimize ROI.

• Engagement rate: How are people engaging with your content? Are they commenting, saving, and sharing, or merely scrolling past? If you have a million followers but only 1,000 interact with your marketing, that is not a great return on your effort.
• Targeting/Retargeting: Are your ads reaching new audiences and are you using data to re-engage potential leads or customers who leave your website without converting? Retargeting ads are designed to help advertisers reach visitors who do not convert right away. These campaigns are effective because they allow advertisers to target engaged customers with a highly relevant ad. Retargeting delivers strong results for increased awareness, website traffic, and conversion rate.
• Putting it all together: Let the picture of what you see tell you where you want to go, where you should be spending more, what ads you should optimize. For the effort that your business is putting into collecting and maintaining a database, you should be able to obtain an equal or greater amount of value from the insights it gathers. 

Attitudes to travel are a moving target. Whether traveling for business or leisure, going by air or train or car, the desire to travel is real. Telling your target audience how you will be providing value and keeping them safe is essential. Step #1, know your audience. Step #2, connect with them. Step #3, embrace a multi-channel strategy. To do this, it’s incumbent to keep up to date with the very latest travel marketing strategies and to partner with those that do it best.

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9 Effective Ways to Market Your Travel Agency

Written by: KHM Staff on December 14, 2017

Marketing your business to your clients is an important part of being a travel agent. Managing your social media accounts, website, CRM, blogs, and emails, plus staying on top of new travel deals and booking your clients–there’s always so much to do!

Are your efforts bringing in the business that you hoped for? When looking at your marketing plan for the year, consider adding one or more of these ideas into the mix.

Practice your 30-second commercial.

Often called an “elevator speech,” this is your opportunity to explain your business in a succinct message. Whether you’re walking into the grocery store or attending your child’s school function, you’re bound to bump into someone you know. Having your 30-second commercial  prepared is essential to marketing your travel agency stumbling over the words to explain it each time. Attending Boot Camp at our corporate office will help you perfect your pitch.

Create a monthly email newsletter.

Developing a short email sent from myTravelCRM or Mailchimp is an easy, efficient way to keep in contact with your clients. Your newsletter content should focus on the current travel season. Whether it’s engagement season, summer break, or time to deck the halls, email your clients on a consistent basis to give them travel ideas and tips for all occasions! KHM Travel Agents can utilize email templates in myTravelCRM for more content ideas.

Add variety to your social media posts.

Inspire your followers with content based on new travel deals, industry news, packing tips, destination highlights, and holiday posts! Add life to your with these suggestions:

• Consider setting up a theme for each day to help with consistency.  For example, Travel Tip Tuesday. 
• Share eye-catching photos from your own travel or from supplier websites and include short, attention-grabbing captions .
• Subscribe to emails from travel publications like Travel + Leisure and Travel Weekly to share their news articles to your pages.
• Subscribe to travel agent supplier Facebook pages for shareable contact posted regularly.  
• Look on Pinterest for packing must-haves to share on your pages!
• Search suppliers’ YouTube channels and share interesting, informational videos to your page. Be sure you are using supplier content and not the content of other travel agents. 
• KHM Travel Group Agents can read  Agent Access Weekly emails to learn about the newest travel deals. Post about the latest sales by pairing your content with appropriate graphics or supplier resources !

Scheduling posts is a great way to make sure you are consistent. 

Set up a booth at a local trade show or fair.

Find the perfect trade show by checking your local chamber of commerce, event center schedule, fairgrounds, or even call your nearest mall to set up a table or booth during a specific time. Broadcasting your business to potential clientele is the best way to amp up your leads list. KHM Travel Group has tips to prepare our agents to work a tradeshow .

Start a referral program.

Marketing by word of mouth requires minimum effort and is low-cost! Boost your sales by asking your clients to refer a friend to your travel business or to simply keep you in mind when someone mentions travel. Add an extra incentive with a referral program. Gift cards are a great way to reward clients for referrals.

Do a giveaway.

Giving out items with your travel agency’s information creates wide, visual exposure for your business. Think of low-cost giveaways that your clientele would enjoy and possibly use while traveling. We suggest visiting 4imprint to brainstorm ideas.

Advertise locally.

From bulletin ads to newspapers to pizza boxes, there are advertising opportunities everywhere. Putting your business name, logo, and contact information out publicly lets others know that your services are available and can boost your public relations image . Since some ideas will be more of an investment than others. Start small by putting an ad in the local school directory or your church bulletin and see if the response meets your expectations. 

Send direct mail to your clients.

Every day your clients come home to a mailbox full of bills, newspapers, and the occasional note from grandma. Add a little variety and a personal touch to your client communications by sending them something from their favorite travel agent! For special occasions like birthdays, holidays, anniversaries, or congratulations for a life event, consider hand-writing a card or letter.

Don’t forget to put a “travel” spin on your message.  For example, in an anniversary card add, “During these special times, couples often plan an anniversary trip, renewal of their vows, or just a romantic getaway as a celebration of their love. [YourAgencyName] will plan the perfect time for you and your spouse, so you can focus on each other. If I can be of any assistance to you, please contact me.”

The Engagement program through Travel Leaders Network is another great resource for low cost, professional looking, direct mail marketing.   

Plan a travel night.

By hosting a travel night, clients can learn more about a specific destination, tour or cruise. If you choose, you can even offer an exclusive booking incentive. Host this night in your home, event space, or restaurant depending on the number of attendees. Supplier BDMs are great resources to tap into when planning a travel night.

Keeping in contact with your clients is crucial to developing your business. When developing your marketing plan, keep an eye out for creative ideas that will attract your target audience. Be consistent with your timing, your message, and use the tools available to you through your host agency.   

Are you looking to be a successful travel agent ? KHM Travel Group’s travel agents have access to support for their independent business. Download our free guide by completing the form to the right or by calling 1-888-611-1220.

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12 Travel Marketing Strategies To Help You Out-Market Your Competitors in 2023

Kyle Morley

January 26, 2023

The world of travel has evolved, especially after the COVID-19 pandemic in 2020. Travelers are valuing their time off more and researching more heavily before making travel decisions. Additionally, brands are competing to drive bookings and increase revenue to make up for the large losses the industry took in 2020. 

Utilizing new and unique marketing strategies can help travel brands separate themselves from the competition, reach new audiences, and increase bookings. Take a look at our top 12 marketing strategies that can help travel brands stand out and out-market their competitors. 

What Is The State of the Travel Marketing Industry in 2023? 

The travel industry took a huge hit in 2020 with the emergence of the global COVID-19 pandemic. Both domestic and international travel stopped almost overnight, leaving the travel and tourism industry with little-to-no business. However, over the past three years, the industry has steadily increased to semi-regular rates, though still slightly lower than 2019. 

According to the International Air Transport Association , global air travel is expected to make a full recovery by 2024. Additionally, the IATA expects domestic air travel to increase by 3% in 2023 compared to pre-pandemic levels in 2019. With that being said, many travel companies are looking to dedicate time and resources to out-marketing their top competitors and return business to pre-pandemic levels. 

12 Travel Marketing Strategies For 2023

Using a combination of tried-and-true marketing strategies and unique ideas will offer a fresh foundation for travel destinations to attract new tourists and increase bookings. In 2023, the way consumers make travel decisions has changes. People are valuing sustainable travel options and relying heavily on social media and video content to make their travel decisions. 

Luckily, we’ve compiled a list of 12 key marketing strategies and tips to help travel companies increase bookings and drive consumers to their destination. 

1. Create A Seamless Website Experience 

All of your marketing channels will be driving traffic to the same place – your website. If the user experience is lacking, it could drive away potential customers or have them book a stay with a separate OTA. 

As direct bookings become increasingly important for travel companies, a seamless user experience on the website is of the utmost importance. A travel website should showcase all of the best things about the destination to really show consumers what their vacation will be like. Additionally, users should be able to seamlessly book travel experiences directly from the site. 

2. Publish Blog Content on a Regular Basis

Blog content is a great way to capture the attention of untapped audiences and focus on search engine optimization. By creating content that targets highly searched keywords in the travel space and keywords specific to your destination, brands can dominate the search engine results page. 

Not only does long-form editorial content help put a brand in front of new audiences, it also showcases the beauty of your travel destination. Consumers want to learn a lot about a destination before traveling there. According to TripAdvisor , consumers will spend an average of four weeks researching their travel destination. With blog content, brands can create a high quality resource for consumers to turn to throughout their research process.  

3. Lean On Your Customer Reviews

Consumers are spending more on travel now than ever before. According to the ASTA , 40% of consumers are spending more on travel now than they did before the pandemic in 2019. However, consumers also want to be sure that their money is being spent in the right place. 

Traveler reviews are some of the most valuable pieces of content that brands can use in advertising. Sites like TripAdvisor and Yelp are growing increasingly popular and can make or break a travel destination. By showcasing positive experiences that other travelers have had, brands can increase social proof and gain trust with new customers. 

4. Upgrade Your Social Media Game

Social media is an integral part of any marketing strategy for 2023 and beyond. With the growing popularity of platforms like TikTok and Instagram, travel companies can leverage their social media following to increase bookings and drive traffic to other marketing channels. Regularly posting content and engaging with your audience is incredibly valuable for companies in the travel industry. 

Influencers are also a key part of a social media marketing strategy. Utilizing influencer content allows you to reach completely new audiences and showcase the best parts about your brand and vacation destination. If you are looking to increase your reach with photo and video content, social media marketing is the best way to do so.

5. Rely On Data for Key Insights

Data is everywhere – you just need to know how to track it properly. Between websites, social media, online advertisements, and more, there is an abundance of consumer data that can be used to optimize your marketing strategy. 

Travel companies can track user behavior, see where high-converting consumers are coming from, and see what marketing strategies are currently working. Using this data to further improve and optimize your marketing efforts will provide unbeatable insights and deliver quality results. However, you need to be confident that the data you are using is trustworthy and accurate.

6. Don’t Underestimate the Power of Remarketing

Remarketing is a powerful tool that can help direct audiences to your travel website or destination. A customer journey, especially in the travel space, can include tons of different searches and websites. 

Remarketing may prove to be one of the most valuable tools in your marketing toolbelt. When consumers are more familiar with your brand, they may be more receptive to advertisements. Additionally, consumers may be more likely to convert after visiting your website more than once. 

7. Improve Your Mobile User Experience

With the advancement of smartphone technology, consumers are starting to rely heavily on the mobile experience instead of a desktop experience. Travel brands need to shift their focus to the user experience from a mobile standpoint. Whether that means a quality mobile app or website experience can vary from brand to brand.

According to a study performed by SalesCycle , 44% of travelers will book their vacations online. Additionally, those booking on a mobile app or mobile site have a lower cart abandonment rate compared to those on desktop. Mobile consumers are becoming more and more valuable as the travel industry evolves. It is important to ensure that your brand has a seamless booking experience for both desktop and mobile users.

8. Utilize Email Marketing Campaigns

Email marketing is one of the oldest marketing strategies in the book. It continues to be a helpful tool for travel marketers to increase bookings, get more eyes on their destination, and actively engage with their audiences. 

If you have an email list of consumers, you should be utilizing it! And, if you don’t, you should start building one. Including a simple spot on your website for users to input their email address and some basic personal information will allow you to organically grow your list and engage with your audience organically. 

9. Use Video To Enhance The User Experience

As consumers are changing the way they research for a big vacation or small weekend trip, video is becoming more and more popular. Users like to feel like they’ve traveled to a destination before they have even left their house. Video is a great way to market your destination as highly desirable and fun. 

Travel brands can either create their own video content, use consumer created content, or rely on influencers to create video content for them. Each type of content will provide it’s own unique benefit from a marketing perspective. 

Branded video content created internally will be a great way for travel companies to interact with their existing audiences. These can actively be promoted on social media accounts, through email, and on the brand’s website. User generated content will appear the most organic and allow you to interact with your consumers’ networks. Influencer marketing videos may not be as organic as user generated content, but it will reach the widest audience. 

10. Introduce New Technology To Your Marketing Strategies

New technologies in the travel industry are constantly evolving and are a great way to revitalize your marketing efforts. While AI Chatbots have been popular in the industry to assist with online bookings and answer quick questions from customers, the technology has majorly evolved since then. Outside of automated FAQ responses, AI can really have an impact on travel marketing.

There are AI technologies out there that can make personalized travel recommendations for tourists, can interact with consumers via voice throughout their vacation, track and trace baggage via image, and more. With so many new, AI-driven technologies emerging in the travel industry, it is important for brands to stay ahead of the curve to ultimately create an ideal travel experience. 

11. Engage With Local Audiences Too

Local audiences may not seem that important to the travel industry, but they can be an additional untapped audience to target with marketing campaigns. While you may think that locals are familiar with the travel and tourism destinations in their area, you may be surprised to see how many have not visited. 

Not only an this help you encourage repeat visits to your location, it can also help unlock untapped audiences. Successfully marketing towards locals may seem like a difficult task, as they likely try to avoid the tourist areas of their home. However, offering discounts to locals may help encourage increased attendance and may help your local marketing campaigns gain traction.  

12. Tell A Story with Your Destination

Consumers want to travel to a destination with a unique identity and a clear story attached to it. In order to have a successful travel marketing campaign, travel brands need to do more than just showcase their beautiful destinations. 

Every destination will have a unique identity and a unique story attached that can really help consumers picture themselves vacationing there. Whether marketers decide to lean into their destination’s rich culture and history, beautiful, calm scenery, or booming cities, a unique story will help travelers make their decisions easier. 

Refresh Your Marketing Strategy with From the Future’s New Travel Marketing Platform™

Travel marketing can be a complicated undertaking. With that being said, it is important for travel companies to rely on expert marketers to help them understand what strategies are best for their brand. 

At From the Future, we have over a decade of travel marketing experience and have used our expertise to change the way you see marketing. With our Travel Marketing Platform™ , marketers can access brand new audiences and tell their unique story. Get in touch with one of our specialists to see how the Travel Marketing Platform™ can revitalize your marketing strategies. 

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The ultimate travel marketing strategy guide

Discover the ultimate travel marketing tactics to succeed and stay ahead.

The importance of getting your marketing right in the travel sector is at an all-time high. Social media and influencers have helped make the world more visible than ever before. Consumers are turning to social channels as a source of inspiration. They’re hunting for the next trending destination and best travel deals.

On top of this, there has been a much-needed post-COVID travel boom. So-called ‘revenge holidays’ are in full swing and worldwide tourist arrivals are expected to reach up to  95% of pre-pandemic levels . It finally looks like things are getting back to normal and opportunities are everywhere.

But competition is growing. Standing out from the crowd is becoming increasingly difficult and keeping travelers engaged enough to complete the checkout process is a challenge.

At the same time, there are question marks over how long this travel boom will last. Staffing issues, the cost of fuel and energy, and uncertainty around the cost of living are causing concern for travelers and travel marketers alike.

In this ultimate guide, we will have a look at the current state of the travel marketing landscape and break down all the channels and tactics you need to utilize to succeed in the highly competitive sectorwere

• Travel marketing strategy
• Email marketing for travel marketers  
• Segmentation strategies
• SMS marketing for travel brands
• Marketing automation programs

6. Web personalization for travel brands 7. Push notification marketing 8. Reporting and analytics  9. AI for travel marketing 10. Integrations for travel marketers

What is travel marketing and why is it important?

People are always dreaming of their next vacation, surely that means travel brands basically sell themselves, right?

Unfortunately, not. How brands market themselves is what makes travelers choose one resort and airline over another. Travel brands must promote and sell their products, services, and experiences to customers. You need to showcase the distinctive features of your destination, accommodation, leisure activities, and travel packages to spark interest and motivate bookings.

The travel industry is vast and continuously evolving. Some of the primary types of businesses that make up the industry include:

• Train operators
• Cruise liners
• Bus companies
• Car rental agencies
• Hotels and resorts
• Bed & breakfasts (B&B)
• Vacation rentals (e.g. Airbnb, VRBO)
• Camping and glamping sites
• Travel agencies (online and offline)
• Tour operators
• Online travel agencies (OTAs)
• Travel management companies (TMCs)
• Travel insurance providers
• Guided tours and sightseeing excursions
• Adventure activities and sports (e.g. skiing, scuba diving)
• Museums, galleries, and cultural centers
• Theme parks and amusement parks
• Restaurants, bars, and cafes
• National tourism boards
• Regional and state tourism offices
• City visitor bureaus
• Travel booking and comparison sites
• Mobile applications for travel planning and navigation
• Travel review and recommendation sites (e.g. TripAdvisor)
• Metasearch engines for flights, hotels, and car rentals (e.g. Kayak, Skyscanner)

Why is marketing in the travel industry important?

Marketing is an indispensable tool for travel brands. Without it, you would struggle to achieve your business goals. Effective marketing can help you attract more customers, increase your revenue, and establish a strong brand.

What are the benefits of travel marketing?

• Increased visibility: Marketing helps significantly to increase your brand’s exposure. This ensures that potential customers are aware of the travel services and experiences you offer and boosts overall visibility in the crowded marketplace.
• Customer acquisition: A well-executed marketing campaign attracts new customers by showcasing the value and unique aspects of your travel business, ultimately driving revenue growth.
• Improved customer retention: Marketing enables your travel brand to maintain long-term relationships with your existing customers by offering personalized and contextually relevant content and engaging with them consistently across channels.
• Enhanced customer loyalty: Including loyalty programs, exclusive offers, and personalized promotions in your marketing can build customer loyalty, leading to repeat business and higher customer lifetime value (CLV).
• Competitive advantage: Innovative and targeted marketing strategies can help your travel brand stand out from the competition, positioning you as a leader and providing an advantage in a highly competitive market.
• Increased revenue: Marketing can be used to generate upselling and cross-selling opportunities, increasing the average transaction value and ultimately resulting in higher revenue.
• Improved brand reputation: Using marketing, you can manage your online presence, customer reviews, and social media engagement. This positively influences your brand reputation, driving more business from potential customers who trust and value your brand.
• Informed decision-making: Leveraging data collected through your marketing activities for analysis and insights can help your business make informed decisions about product and service offerings, and marketing strategies, allowing you to optimize your efforts and boost performance.
• Expansion into new markets: Marketing can play a critical role in identifying new potential markets, demographics, and customer segments to target, enabling you to expand your reach and tap into new growth opportunities.
• Adaptability and resilience: Marketing enables you to react quickly to unpredictable events, market trends, and competitive moves, adapting your strategies to maintain customer engagement and drive bookings while ensuring resilience in the face of challenges.

Need to know marketing statistics for the travel industry

In today’s complicated and dynamic digital world, you must do all you can to understand the intricacies of the travel industry. Using these statistics, you will be able to get a bird’s eye view of global trends, customer behavior trends, and forces that are set to drive the multibillion-dollar industry forward in the years to come.

What are the challenges of travel marketing?

Despite economic uncertainty and the lasting impact of the pandemic, the travel industry is returning to pre-pandemic levels and enjoying steady growth.

Still, airlines, hotels, travel agencies, and other travel brands across the world are facing unique challenges that set you apart from typical marketing teams. In the ever-changing world of travel marketing, you have your hands full keeping up with the latest trends and technological advancements. Below are just a few of the top challenges you’re facing on an almost daily basis and how to overcome them.

With inflation in flux and travel expenses rising, travelers now consider price to be their top priority. To connect with your audience, you should emphasize low rates and demonstrate high value. Promoting discounts, bundles, and loyalty programs will appeal to budget-conscious consumers.

As remote work, digital engagement, and eco-consciousness continue to impact customer behaviors, you need to stay on top of trends to cater to emerging segments like bleisure (business and leisure) travelers. Data-centric platforms like Dotdigital plug into CRM systems and use machine learning can help brands understand these new customer groups.

With 86% of travelers seeking personalized experiences , you need to create tailored campaigns that resonate with your audience. Data collection and integration with CRM platforms are essential for delivering enjoyable, relevant, and personalized marketing experiences.

By understanding and following emerging travel trends, you can engage with audiences throughout the whole customer journey. You need to approach the journey holistically and create a cohesive experience across channels. Tools like single customer view (SCV) and eRFM will help you get a clearer view of travelers’ behavior.

To maintain your competitive edge, you must offer a seamless, efficient experience for customers, from booking to post-break feedback. You should tap into technology to adapt to market changes. Ensuring data quality and consolidation will help you reap the full benefits of new tech advancements.

To cater to your more environmentally-conscious travelers, you need to demonstrate a genuine commitment to sustainable practices. Avoiding greenwashing and adopting eco-friendly practices help you align your campaigns with customer values and support a greener future.

How to build a successful travel marketing strategy

Building a successful travel marketing strategy involves careful planning, targeting the right audience, and effectively leveraging your various marketing channels. Here’s a step-by-step guide to creating a winning travel marketing strategy:

Step 1: Define your target audience

Start by clearly defining your target audience. Conduct market research to determine their demographics, preferences, and behaviors. This will help you tailor your marketing materials to resonate with this specific group and achieve better results.

Step 2: Develop a strong brand identity

Create a memorable and eye-catching brand identity that encapsulates your company’s ethos and values. This includes your company name, logo, tagline, color scheme, and visual style. Consistency across all marketing channels reinforces brand recognition and establishes trust.

Step 3: Optimize your online presence

Create a user-friendly website that provides relevant information, showcases your offerings, and guides visitors to conversions (i.e. bookings or inquiries). Ensure your website has strong SEO to improve search engine ranking. Utilize social media platforms to engage with your audience and share valuable content.

Step 4: Leverage content marketing

Produce high-quality, informative, and engaging content that inspires travelers and provides value. This could include blog articles, videos, or destination guides. Diversifying your content not only keeps your audience interested but also addresses different stages of their customer journey.

Step 5: Monitor, analyze, and adapt 

Implement analytics tools to track your marketing efforts and identify what works best. Monitor key performance indicators (KPIs) and adjust your strategy accordingly to optimize results. By continually learning from your data, you can make informed decisions and enhance your marketing effectiveness.

Boost growth with cutting-edge marketing technology

To enhance your visibility, captivate travelers, and boost bookings and inquiries, it’s essential to tap into the technology you have available. For peak success in the travel sector, you need technology that collaborates seamlessly with your existing tech solutions. 

Dotdigital’s customer experience and data platform (CXDP) delivers an array of travel marketing tools and channels through a unified, all-encompassing platform. By maximizing your technology usage, you can elevate traveler engagement, increase bookings, and optimize your travel marketing initiatives.

Email marketing for travel marketers

Email marketing is a powerful tool for the travel industry, as it enables you to reach your target audience, build lasting relationships, and drive conversions.

In this section, we’ll explore the benefits of email marketing and the essential elements of successful email marketing for travel businesses, including creating targeted campaigns, utilizing data to send personalized content, and ensuring that emails are engaging and mobile-friendly.

The benefits of email marketing for travel brands 

Email marketing is an essential tool for marketers in the travel industry for several reasons:

1. Direct communication channel

Email marketing is a direct line of communication with your target audience, allowing you to share news, updates, offers, and content straight to subscribers’ inboxes, enhancing engagement and nurturing long-term relationships.

2. Strong ROI

Compared to other forms of marketing in the travel sector, email marketing is relatively inexpensive while maintaining a high return on investment (ROI). This makes it one of the best options for travel brands looking to reach large audiences or target specific segments without breaking the bank.

3. Personalization capabilities

Email marketing enables you to create perfectly personalized content and offers based on your subscriber’s demographics, preferences, and travel or engagement history. Ultimately, personalization leads to increased customer satisfaction and loyalty, as your audience feels catered to and valued by your brand.

4. Behavioral targeting

With email marketing campaigns, you can track various metrics such as open rates, click-through rates, and conversions, allowing a better understanding of travelers’ behaviors and preferences. This valuable information can be utilized to optimize future campaigns, ensuring better audience targeting and fostering long-term customer relationships.

5. Urgency and exclusivity

You can use email marketing to create a sense of urgency through time-sensitive offers, limited promotions, and exclusive deals, encouraging customers to book their travel or upgrade reservations.

6. Increased customer retention

By regularly sending informative content, helpful resources, and engaging promotions through email marketing campaigns, you will nurture customer loyalty and increase repeat bookings over time.

7. Relevance and timeliness

Email campaigns can be triggered based on specific events or customer actions, ensuring that the content is relevant and timely as per each individual’s needs. This could include sending reminder emails about upcoming trips or limited-time promotions resulting in better engagements and more conversions. 

Email marketing best practice for travel marketers 

Travel marketers can employ these best practices to create effective and engaging email campaigns:

Write catchy and enticing subject lines to increase open rates. Make your subject line relevant to the email’s content, and ensure it resonates with your target audience. Tap into the power of generative AI to really save time and improve results. 

Personalize your email campaigns by using the recipient’s first name and providing recommendations, content, or offers based on their preferences, travel history, or demographics.

Divide your subscribers into targeted segments based on factors such as geographical location, interests, booking history, or language, and send tailored content that appeals to each segment’s unique attributes.

Embed high-quality images and videos of destinations, accommodations, or activities to inspire and evoke emotions, leading to higher engagement levels.

Make your CTAs clear, concise, and visually emphasized, directing subscribers toward the desired action, such as visiting a web page, booking a travel package, or redeeming special offers.

Ensure that your email template is mobile-friendly, with easy-to-read text and a clean layout, as a large portion of your audience will likely read your emails on mobile devices.

Aim to provide valuable, informative, and engaging content that relates to the interests and needs of your subscribers, building trust and fostering lasting customer relationships.

A/B test various elements of your emails, such as subject lines, send times, layout, or content, to determine what generates higher engagement and conversions. Continuously optimize your campaigns based on the insights gained from these tests.

Keep track of key email marketing metrics such as open rates, click-through rates, conversion rates, and unsubscribe rates to measure the effectiveness of your campaigns and identify areas for improvement.

Regularly review and clean your email list, removing inactive subscribers or outdated addresses to improve deliverability and maintain a high-quality mailing list.

Segmentation strategies for travel marketers

Segmentation is a crucial tactic for all marketers, but none more so than marketers in the travel sector. It involves dividing your target audience into distinct groups based on their preferences, demographics, or behaviors.

Implementing a segmentation strategy allows you to create highly targeted marketing campaigns that resonate better with each group, ultimately driving higher customer engagement and conversions.

Top five benefits of segmentation

1. targeted marketing messages.

Segmentation allows you to tailor your marketing messages and content to specific segments, resulting in greater relevance, customer engagement, and conversion rates.

2. Improved customer experience

Offering personalized content, recommendations, and offers based on segmentation fosters a better customer experience, deepening brand loyalty, and strengthening long-term relationships.

3. Resource allocation

By focusing marketing resources on specific customer segments, you can effectively allocate your budget, time, and efforts, ensuring maximum impact for your marketing activities. eRFM customer modeling will help you identify highly engaged, high-value customers to prioritize.

4. Increased ROI

Using segmentation, you can build tailored campaigns designed to appeal to different groups, resulting in higher response rates and, ultimately, an increased return on marketing investment.

5. Market insights

Segmentation provides insights into your customer preferences and behaviors, helping you identify new market opportunities, improvement areas, or trends that can inform marketing strategy.

Top tips for implementing a segmentation strategy

Collect customer data from various sources, such as website behavior, booking history, survey responses, third-party travel partners, and CRM systems, and unify them to build a comprehensive understanding of your audience.

Utilize Dotdigital’s advanced segmentation tools, including eRFM (engagement, recency, frequency, monetary) modeling and single customer view (SCV) data. These features allow you to achieve more precise targeting and improved insights into customer behavior.

Develop content and promotional offers that resonate with the specific needs, desires, and pain points of each segment. Personalized marketing messages have a higher chance of engaging and converting customers. Use the data collected from Dotdigital’s eRFM and SCV features to inform these strategies.

Ensure that appropriate marketing channels are used for each segment. Different customer groups may prefer email, SMS, or other channels, so align your strategy accordingly. Dotdigital’s customer insights will help you build a seamless cross-channel marketing plan.

Continuously test and analyze the performance of segmented campaigns. Monitor key metrics such as open rates, click-through rates, conversion rates, and CLV to identify areas for improvement. Adjust your segmentation approach and marketing strategies based on these data-driven insights.

Customer preferences and behaviors change over time. Periodically reassess your segments, refresh your data, and leverage updated customer insights to ensure your marketing efforts remain relevant and effective.

Successful customer re-targeting

Discover how the holiday comparison site, Icelolly boosted conversion rates and enhanced its email marketing performance with personalized re-targeted marketing.

SMS marketing in the travel industry

SMS marketing is a powerful and often underutilized marketing channel that can boost engagement and provide exceptional value for travel businesses like yours. As a direct and immediate form of communication, SMS marketing can help you reach customers in ways other channels might not.

Benefits of SMS marketing for travel marketers

1. high open rates.

SMS messages have an exceptional open rate, with most recipients reading the message within minutes of receiving it. This ensures that promotional offers, updates, or reminders are seen by the vast majority of your target audience.

2. Real-time communication

SMS provides real-time, immediate communication that allows you to send time-sensitive offers, last-minute deals, or critical travel updates to your customers.

3. Mobile accessibility

With the vast majority of the population carrying mobile devices, SMS marketing provides an efficient way to reach your customers regardless of their location or internet access.

4. Cost-effective

SMS marketing campaigns are easy to set up and cheaper than most other marketing channels. This means you can effectively reach your target audience, even on a budget.

5. Personalized experiences

SMS campaigns can be tailored to individual users based on their preferences, interests, or travel history, creating a more personalized and engaging experience for your customers.

6. Easy integration with other marketing channels

SMS marketing can be easily combined with other channels such as email, app, or social media, to create a comprehensive and cohesive marketing campaign for your travel brand.

How to integrate SMS into your travel marketing

By adopting SMS marketing, your travel business can unlock new avenues of customer engagement and diversify your overall marketing efforts, ultimately boosting bookings and customer satisfaction. Here are some campaign ideas that can be implemented through SMS marketing:

Send helpful reminders for upcoming trips, pre-travel checklists, departure times, locations, or travel document requirements.

Share essential real-time updates like flight delays, gate changes, or itinerary adjustments, ensuring customers are well-informed and prepared. Ultimately, this will lead to higher satisfaction and experience overall. 

Send exclusive deals, discounts, limited-time offers, or last-minute specials to encourage customers to book travel or secure a service through your business.

Remind customers about travel packages, accommodation options, or services they were considering but have not completed the booking process.

Suggest relevant add-ons or upgrades to customers based on their travel plans, such as excursions, activity bookings, premium seating, or transportation options.

Request post-trip feedback, ratings, or reviews through an SMS message, using the insights to improve your services and customer satisfaction. SMS is a great channel for this because it requires little lift from your team and has a high completion rate. 

Notify customers of their rewards or loyalty points balance and inform them of any opportunities to earn additional points or redeem special offers.

Share useful destination-based information, such as local attractions, events, dining options, or safety tips, to enhance your customers’ travel experiences.

Top tips for successfully incorporating SMS into your travel marketing campaigns

• Combine SMS with email marketing Integrate SMS marketing into your existing email marketing strategy, sending important alerts, reminders, or limited-time offers through SMS to complement your email marketing activity.
• Segment your audience Create targeted SMS campaigns based on demographics, geographic location, or travel preferences, ensuring that your messages resonate with subscribers and are relevant to their needs in the moment.
• Personalize messages Deliver tailored content and offers based on customers’ booking history, travel destinations, or preferences, creating a sense of exclusivity and personal connection.
• Use automation Use customer actions to trigger SMS marketing campaigns, such as booking confirmation, travel reminders, or payment due notices. This will ensure your text messages are landing at the best time to drive customer conversions.
• Keep messages concise Deliver the key message or the call-to-action within the constraints of the character limit. Stay concise, and focused, and ensure your message is easy to understand. Tap into AI tools to help.

Using SMS for two-way communications

Discover how British Airways used Dotdigital’s two-way SMS functionality to encourage travelers to complete monthly customer satisfaction surveys. 

MMS for travel marketing campaigns

MMS (multimedia messaging service) is a branch of SMS marketing that allows the sending of multimedia content, such as images, videos, and audio files, alongside text messages. It presents new and exciting opportunities to engage customers in a more dynamic and visually appealing way.

MMS allows you to send rich visual content, including high-quality images and videos that showcase destinations, accommodations, or activities. This allows customers to get a better sense of the travel experience being offered and will inspire them to book.

Multimedia messages, including images and videos, have higher engagement rates compared to simple text messages. By leveraging MMS, you can evoke stronger emotional responses and drive customer interest, resulting in increased conversions and bookings.

MMS helps you to create immersive narratives by sharing pictures, videos, or audio clips of real travel experiences. This storytelling approach can help build a connection with potential travelers, increasing the likelihood of them engaging with your brand.

MMS can be customized based on individual preferences, interests, or travel history. By sending personalized multimedia content to customers, you can create a more relevant and memorable connection, ultimately fostering brand loyalty.

Although MMS adoption is growing, many businesses still primarily rely on text-based marketing. By being an early adopter of MMS, you can differentiate yourself from competitors and establish a unique brand identity in the minds of consumers.

MMS works well in conjunction with SMS, email, and social media campaigns. Integrating MMS into your overall marketing strategy can help create a comprehensive and cohesive approach that covers different stages of the customer journey.

Marketing automation for travel marketers

Marketing automation streamlines and optimizes repetitive marketing tasks, leading to enhanced efficiency, reduced manual efforts, and improved results. Intelligent marketing automation tools like Dotdigital create conversion-driving, loyalty-inspiring experiences by tapping into customer data and turning it into real-time marketing campaigns.

Benefits of marketing automation for travel brands

1. time-saving and cost-efficiency.

Marketing automation significantly reduces manual tasks associated with campaign management and customer segmentation, freeing up time for you and your teams to focus on strategic tasks, such as content creation and performance analysis.

2. Seamless communication

Marketing automation ensures regularly scheduled and consistent communication with customers across different channels. This is essential for maintaining customer engagement and building long-term brand loyalty.

3. Personalization

By tracking customers’ actions, preferences, and booking history, marketing automation tools help you deliver personalized and relevant content that resonates with your target audience. This moments-based approach to marketing enhances the overall customer experience, improving ROI, average order value (AOV), and customer lifetime value (CLV).

4. Cross-channel campaign management

Marketing automation platforms help you manage and coordinate campaigns across various channels, such as email, SMS, social media, and web push notifications, ensuring a seamless and cohesive marketing strategy.

5. Data-driven insights

With the help of detailed analytics provided by Dotdigital, you can make data-driven decisions, monitor campaign performance, and optimize your strategies for maximum results.

Essential automation programs for travel brands 

Set up automated welcome emails or messages for new subscribers, providing an initial introduction to your brand, exclusive offers, and personalized travel recommendations based on their preferences.

Automate booking confirmations, reservation details, and pre-travel reminders, ensuring all necessary information reaches the customer on time. This can include flight check-in reminders, pre-trip preparation tips, and travel documentation requirements.

Implement automated messages for customers who added travel packages or services to their cart but didn’t complete the booking process. These messages can include personalized incentives or offers to encourage conversion, AI-powered recommendations, or exclusive discounts for high-value customers.

Build automated re-engagement or nurture campaigns to connect with inactive or lapsed customers, offering relevant travel deals or content that sparks renewed interest in your brand. Use eRFM to identify these customers and SCV to gain insight into the channels and content that will drive them toward conversions.

Loyalty programs are a big motivating factor in the decision-making process of modern travelers. Automate loyalty program updates, notifications, or special offers to reward repeat customers and enhance long-term brand loyalty.

Automate post-trip feedback requests, analyze customer experiences, and collect valuable insights to inform improvements in your offerings and services. Positive reviews also make great marketing collateral so the importance of this program must not be underestimated. 

Schedule automated campaigns centered around holidays, seasonal offers, or special events, targeting customers with relevant deals and packages. Use customer insights to see when customers are most engaged or typically looking at your website to identify essential times to launch annual offers.

By understanding the benefits of marketing automation and implementing these recommended automation programs, you can streamline your marketing efforts, engage customers across multiple touchpoints, and enhance the overall customer experience while driving revenue and brand loyalty.

Marketing automation in action

Discover how international flight operator, Copa Airlines used Dotdigital to streamline its automated marketing communications to deliver a significant increase in revenue.

Web personalization for travel marketing teams

Web personalization involves tailoring website content to individual visitors based on their preferences, behavior, and demographic data.

In the travel industry, web personalization offers significant benefits and opportunities for enhancing customer engagement and boosting conversion rates. In this section, we’ll discuss the advantages of web personalization for travel marketers and provide strategies to create personalized online experiences.

Benefits of web personalization for travel marketers

1. enhanced customer engagement.

Personalized content and offers on your website can capture users’ attention and create a positive, engaging experience, increasing the likelihood of bookings and purchases.

2. Improved relevance

By addressing customers’ preferences and needs, web personalization ensures that your website’s content remains relevant and tailored to each user, making your brand more appealing to potential customers.

3. Increased conversion rates

Personalized content, offers, and recommendations can lead to an increase in customers taking action, whether booking a trip, subscribing to newsletters, or requesting more information.

4. Reduced bounce rates

An engaging and personalized website encourages visitors to spend more time exploring your offerings, reducing bounce rates and increasing the chances of customer conversions.

5. Improved ROI

By delivering personalized content and experiences to specific segments, web personalization can result in better use of marketing resources and a higher return on investment.

Strategies for personalizing web experiences

Show customers recommended travel destinations, offers, or services based on their current location, accounting for local events or geographic preferences.

Leverage customer behavior, such as browsing habits, pages visited, or previous booking history, to deliver personalized content, deals, or recommendations.

Divide your website visitors into specific segments based on demographics, interests, or travel preferences, and tailor website content to cater to these segments.

Implement exit intent pop-overs with tailored, last-minute offers or incentives that persuade visitors to book, subscribe, or engage further with your brand before leaving the website.

Use dynamic content that adapts based on user interactions, website behavior, or previous travel bookings, recommending related destinations, accommodations, or activities.

Employ remarketing campaigns that display personalized ads to users who have previously visited your website, featuring customized offers, messages, or promotions.

Integrate AI-driven recommendations into your website, providing visitors with personalized travel options across your homepage, product, and service pages.

Create dedicated, personalized landing pages for various promotions or travel offers based on customer segments, increasing the chances of conversions and bookings.

Push notification marketing for travel brands

Push notification marketing is a powerful tool for brands operating in the travel industry. It allows you to engage with customers directly through real-time, targeted, moments-based messages delivered directly to users’ mobile devices or web browsers.

Benefits of using push notifications in your travel marketing

1. increased engagement.

Push notifications give you new opportunities to re-engage customers by sending personalized promotions, announcements, and reminders. Ultimately, this enhances customer interactions and brand connection.

Timely and relevant notifications help you to communicate instantly with users, facilitating real-time updates on special deals, flight status, itinerary changes, or exclusive offers.

3. Higher conversion rates

By delivering tailored offers and targeted content, push notifications can increase conversion rates, driving bookings and encouraging customers to take action.

4. Improved user experience

Push notifications can enhance the user experience by offering personalized recommendations, location-based offers, and immediate assistance, fostering a stronger bond between customers and your brand.

5. Trackable performance metrics

Push notifications offer valuable performance insights, such as open rates, click-through rates, and conversion rates, helping you optimize campaigns and improve future marketing efforts.

Reporting and analytics for travel marketers

For marketers in the travel industry, maximizing efficiency and leveraging your budget and resources effectively is crucial. Utilizing advanced reporting and analytic tools can streamline and optimize your digital marketing efforts.

Advanced analytics and reporting tools 

Email reporting and analytics.

Email reporting and analytics provide insights into the performance of your email marketing campaigns. This information helps you to:

• Identify trends in your email marketing campaigns
• Ensure your campaigns are meeting their objectives
• Pinpoint areas that need optimization to enhance campaign performance

Email dashboards

Email dashboards provide you with an overview of all your email marketing campaigns, while email reports focus on a single campaign, outlining key performance metrics. By getting a bird’s eye look at your email marketing campaigns, you can discover:

• Statistics about your delivered, bounced, and skipped emails.
• Data about opens, unique opens, non-opens, and social shares.
• A heat map showing the areas of the world where your email campaign was most opened.
• The most popular links in your campaign, clicks, unique clicks, and click-to-open rates.
• Details about your winning and losing split tests.

SMS reporting

SMS campaign reports monitor channel performance, enabling you to continuously improve your marketing results. These reports showcase:

Helps track the frequency of SMS campaigns and analyze performance metrics over time.

Measures the effectiveness of your campaign, comparing the number of clicks to successfully delivered messages, which can inform improvements in content or targeting.

Indicates the percentage of recipients who completed a desired action, such as booking a trip or signing up for a newsletter, helping to evaluate the success of promotional efforts.

Evaluates the total revenue generated by a specific SMS campaign, determining ROI and guiding budgeting decisions.

Provides insight into the revenue generated from bookings or purchases influenced by an SMS campaign, even if completed through different channels.

Informs segmentation strategy by showing the number of segment groups targeted in the campaign, helping you assess the depth and breadth of your reach.

Indicates engagement with SMS content by revealing the number of clicks on embedded links, allowing you to better analyze which messages resonate best with your target audience.

Measures the reach of an SMS campaign by tallying messages successfully received, helping to gauge overall marketing effectiveness.

Provides an overview of SMS campaign volume, enabling evaluation of the relationship between quantity and campaign success.

Program analytics

Dotdigital’s program analytics tools offer several benefits to travel marketers, especially by helping you optimize your marketing automation programs and maximize campaign impact. Key benefits include:

Program analytics provide a comprehensive and data-driven overview of your marketing automation programs, allowing you to make informed decisions about marketing strategies and tactics.

The visual representation of the different nodes in your marketing automation workflow enables you to gain a deeper understanding of your programs and quickly identify areas that require optimization.

Dotdigital’s program analytics tools allow you to monitor the performance of your marketing automation programs in real-time, enabling you to quickly adapt to changing trends and make necessary adjustments.

The detailed view feature allows you to choose between different chart views (trend and cumulative) to get a granular analysis of key program metrics, providing insights tailored to your specific needs.

By evaluating the performance of start nodes, decision nodes, and action nodes, you can better understand customer interactions and optimize your marketing automation programs to increase effectiveness.

Program analytics tools can help you identify the success of different segments and decision paths in your automation workflows. This allows you to refine your targeting strategies and drive better results.

The ability to analyze the detailed data and insights provided by program analytics tools enables you to streamline your efforts, eliminate inefficiencies, and allocate resources more effectively. 

By providing in-depth data and insights on marketing automation programs’ performance, program analytics tools can help you optimize campaigns to maximize ROI. Through continuous improvement, marketers can generate better results and higher revenue, ultimately improving the overall ROI of their marketing efforts.

Advanced revenue attribution

Advanced revenue attribution is a method used to calculate the revenue generated by email and SMS marketing campaigns, based on clicks that lead to a purchase within a specified conversion window. Unlike direct tracking, which attributes revenue to clicks within a single window, advanced revenue attribution provides a more accurate and comprehensive assessment of how a campaign may have influenced the customer’s purchasing decision.

The benefits of using advanced revenue attribution include:

By tracing revenue to specific email and SMS campaigns, you can better assess the true influence of your marketing efforts on customers’ purchases, even if the purchase occurs outside the one-hour window of direct tracking.

Advanced revenue attribution offers a more complete picture of how different touchpoints contribute to your customer’s decision-making process, enabling you to optimize your campaigns for higher engagement and conversion rates.

Visibility into campaign performance through revenue attribution helps you to allocate budget and resources more effectively, focusing on campaigns that deliver the most significant ROI.

You can analyze the performance of email and SMS campaigns side by side, determining which channel is more effective at driving revenue and adjusting your marketing strategies accordingly.

By understanding which campaigns generate higher revenue, you can refine your targeting and segmentation strategies to engage the right audience with relevant and persuasive messaging, resulting in higher conversion rates.

Advanced revenue attribution can reveal patterns in customers’ behavior over extended periods, helping you identify crucial touchpoints for nurturing long-term relationships and customer loyalty.

WinstonAI™️ marketing intelligence engine

Designing a successful marketing campaign is far from easy. Especially in the ever-evolving travel sector, you must stay ahead of your competition. Embracing artificial intelligence (AI) at this early stage and leveraging it in your day-to-day marketing will improve the efficiency and effectiveness of your marketing efforts.

Benefits of early AI adoption

1. perfect personalization.

AI ensures you offer highly tailored experiences to your customers. By analyzing a vast amount of customer data, AI can identify patterns and preferences that are crucial for the creation of personalized marketing campaigns. As a result, your customers are more likely to be engaged and satisfied with their overall experience.

2. Data-driven decision making

AI-driven analytics provides you with actionable insights and data that help you make informed decisions. Early AI adopters can use powerful tools that analyze customer behavior, identify trends, and provide valuable recommendations. This ensures that your marketing resources are optimally allocated and drives higher ROI.

3. Time and cost efficiency

Adopting AI early on helps to streamline and automate your routine tasks. As AI can process a vast amount of data quickly, it saves time, increases productivity, and greatly reduces human errors. This frees up your time to focus on higher-value strategic and creative tasks.

4. Real-time optimization

AI provides real-time performance tracking and optimization opportunities for your marketing campaigns. By continually monitoring and adjusting, you can optimize your outreach methods, ultimately enhancing customer engagement, conversions, and revenue.

5. Competitive edge

Early AI adopters in the travel marketing sector will stay ahead of the competition by leveraging technologies that many competitors may not even be aware of. This provides a unique opportunity to gain market share and establish a brand reputation as a forward-thinking, innovative business.

WinstonAI capabilities

WinstonAI is Dotdigital’s industry-leading marketing intelligence engine, designed to simplify your daily marketing activity. Its ever-growing capabilities help you save time, money, and effort, further streamlining your market teams’ outputs.

Effortlessly create compelling content with WinstonAI’s innovative features, which include:

• Subject line assistant: WinstonAI helps elevate your subject lines by analyzing past engagement rates and generating inspiring suggestions for your next travel campaign.
• Email campaign assistant: WinstonAI not only offers alternative subject lines but also provides valuable feedback to refine your content. Get insights on tone evaluation and creative suggestions for your upcoming email campaigns.
• Grammar and spell check assistant: Eliminate time-consuming manual proofreading by using WinstonAI’s grammar check for emails, SMS, landing pages, and forms.
• One-click email to SMS generator: Save time by repurposing valuable email content into SMS messages for subscribers who prefer text messages. WinstonAI achieves this with just one click.

Transform your data into insightful actions with WinstonAI’s powerful analytics capabilities:

• Predictive analytics: Anticipate your customers’ behavior and adapt your marketing strategies accordingly, ensuring continuous engagement throughout their journey.
• eRFM segments and opportunities: Develop a deeper understanding of your customer base by integrating engagement scores with RFM (recency, frequency, monetary) ratings to create distinct personas.
• SCV and lookalike segments: Engage deeply with individual customer profiles using single customer view and generate segments with similar traits to your ideal customers.

Maximize your outreach potential and ensure your messages land at just the right moment with WinstonAI:

• Send time optimization: Enhance engagement levels by utilizing AI-driven send time optimization (STO) to deliver emails at the most opportune moment for the recipients.
• Automated reputation manager: Improve campaign performance and sender reputation by employing top-quality data that WinstonAI continuously monitors and evaluates.
• Watchdog data importer: WinstonAI’s data watchdog acts as a vigilant guardian of your sender reputation by safeguarding your delivery rates and thoroughly analyzing incoming email addresses.
• Non-human interaction (NHI) filtering: WinstonAI filters out activity from security tools or bots that can skew marketing results, providing you with a more accurate assessment of your campaigns’ performance.

Integrations and data management for travel marketers

From your booking systems and CRM to ticketing and customer service software, tech stacks for travel brands are vast and spiraling. The only solution is to have a customer experience and data platform that connects and unifies all your systems into a single source of truth. This will help you provide seamless and personalized customer experiences, streamline operations, and enable relevant and timely marketing activity.

Key integration and agency partners 

CRM systems allow you to manage and analyze interactions with potential and existing customers. This helps to maintain and improve customer retention, satisfaction, and revenue generation. Integrating your CRM and marketing channel providers ensures you have all the data you need to provide data-driven marketing campaigns. 

Integrations with booking platforms and reservation systems are crucial for streamlining traveler information management, allowing you to personalize offers and communications based on booking history and preferences.

Ticketing systems are vital for travel brands as they help manage and streamline customer support inquiries, leading to enhanced customer experiences. Integrating these into your marketing platform empowers cross-team collaboration, ensures timely communication, and improves customer retention as every interaction is accessible for marketers and customer service teams alike. 

Loyalty programs play a significant role in retaining customers and enhancing brand loyalty for travel brands. Integrating these systems into your marketing platform helps you tailor rewards and offers to customers based on their preferences, purchase history, loyalty points, and other relevant data. Personalized rewards lead to higher customer satisfaction and engagement, strengthening brand loyalty.

Integrations with review platforms such as TripAdvisor, Feefo, and Trustpilot enable you to monitor customer feedback, identify areas for improvement, and showcase highlighted reviews to increase credibility and trust.

Integrations that deliver results

Discover how the Australian tourism board, Visit Victoria used Dotdigital’s Zapier integration to segment, personalize, and automate tailored cross-channel re-targeting campaigns.

Travel businesses need to understand the different types of marketing channels and tactics available to them to effectively promote their products, services, and experiences. By utilizing innovative strategies, personalized promotions, and data-driven insights, travel businesses can stand out from the competition, attract new customers, and retain existing ones.

The travel industry is constantly evolving, and you need to keep up with the latest trends and technologies to succeed in the highly competitive market. With the right marketing strategy in place, travel businesses can capitalize on the current post-COVID travel boom and take advantage of the many opportunities available in the industry.

• PR Platform
• PR Services
• Our Technology
• Journalist Database
• Publications Database
• 9 Top Travel Marketing Trends to Help Your Brand Reach its Destination (+ Examples & Tips)
• Intelligent Insights Blog

Who wants to stay home when there’s so much to see and do across the globe? 

If you operate a travel company, your services will always be in demand. But you’re not the only travel brand on the market. 

The travel industry is highly competitive, with countless options available to consumers. So, successfully marketing your travel brand requires standing out. 

It’s not an easy feat. 

But with the right strategies in place, your travel brand can become the top-notch, go-to destination for consumers.

Educating yourself on the latest travel marketing trends is the first step. However, implementing them will require you to be adaptive and open to innovation. 

There are many benefits to keeping an ear to the ground on these trends. You stay ahead of the competition, build rapport with consumers, and much more. 

If you’re not sure where to begin, don’t worry. 

We’ve outlined 9 of the top trends in travel marketing. Plus, we offer examples of how these trends work and tips on how to make them work for you.

Ready to give your travel marketing and PR strategy an upgrade?

Let us help! Simply book a free consultation with one of our PR and marketing experts. We will take a look at you current mix to see where it could benefit from these travel marketing trends.

Travel Marketing Trends 2024

• Public Relations
• Micro-Influencer Marketing
• Video Content
• Optimized Google Business Profile
• Eco-Friendly Tourism
• Augmented Reality and Virtual Reality
• Personalization
• User-Generated Content
• Social Media Marketing

1. Public Relations is an Excellent Way to Build a Good Reputation

In the travel industry, a good reputation is vital and can significantly influence customer decisions. That’s why public relations (PR) is one of the most important travel marketing trends. 

PR helps you build and maintain a positive reputation through consistent brand messaging and responses to feedback. 

Also, with the abundance of travel options available, credibility is key for customers to trust your company. PR can help you build a positive reputation through media placements, mentions, and influencer relationships​​.

PR strategies involve creating personalized and localized content that resonates with specific audiences​​. When it comes to the travel industry, timing is everything.

Start preparing your PR plan a year in advance. Align it with your travel company’s seasonal calendar. This involves crafting timely PR responses for travel events, offers, or news. Early pitching of press releases and content is crucial for securing journalists’ consideration. 

Here is an example of a travel press release from Tripadvisor: 

Pro Tip : Use PR to highlight local stories, traditions, and experiences that travelers can only find at your destination. This can include featuring local artisans, unique cultural events, or hidden gems that aren’t widely known. And remember, press releases are only one type of PR content.

PR isn’t always an easy undertaking. We can help you streamline the process and build a positive brand image. Learn more by booking a free demo .

Ready to start your PR strategy? Need some ideas to get started? See our article: 18 Top PR Trends Shaping the Industry in 2024

2. Micro-Influencer Marketing Can Help You Reach Your Target Audience

About 11% of adults follow travel influencers. But not just any influencer will do. 

Micro-influencers typically have higher engagement rates compared to macro-influencers, placing collaboration with them among the top travel marketing trends. 

Their smaller audience size tends to foster a more personal and authentic connection. This can lead to higher levels of interaction.

Plus, micro-influencers often cater to niche markets, making them ideal for targeting specific segments of the travel market. This may include luxury travel, budget backpacking, adventure tourism, or cultural experiences.

Additionally, micro-influencers can provide tailored content that resonates deeply with their followers. These followers often share similar interests.

Start by using specific Google searches or hashtag searches on social media platforms to find influencers relevant to your brand. This can include “adventure travel influencers” or “luxury travel influencers.” 

Instead of scripted or overly promotional content, encourage influencers to share genuine experiences. Authentic storytelling can resonate more with audiences.

Here is an example of micro-influencer marketing in the travel industry: 

@katelyn_roth travel rankings ✈️❤️ #traveltiktok ♬ Run Boy Run (In the Style of Woodkid) [Karaoke Version With Backing Vocals] – Playback Audition

Pro Tip: Evaluate micro-influencers’ engagement levels and ensure their followers are genuine and active. Additionally, utilize their authentic voice to share honest and detailed perspectives about travel experiences. This can be more influential than traditional advertising​​​​.

Think influencer marketing is right for your brand? Get more influencer tips by reading our article: 9 Top Influencer Marketing Trends Shaping the Industry in 2024

3. Video Content Showcases Your Travel Offerings

Travel is inherently about stories, and video is one of the top storytelling mediums. That’s why video content is one of the leading travel marketing trends for 2024. 

Travel video content showcases the thrill of new experiences, the discovery of different cultures, and the personal transformations that occur on the journey. It leverages this natural storytelling aspect, which enables you to connect with audiences on a deeper level.

In the travel industry, customer engagement is critical. Video content marketing provides valuable and relevant information that keeps potential travelers engaged. This approach helps build a community of followers who are more likely to return for more information and bookings.

When leveraging video content, use high-quality video production. That includes a good camera (even smartphones can work in some situations), stable recording equipment, and external microphones.

Your video content should tell a story that resonates with your audience. It could be about the adventure, relaxation, culture, or unique experiences that a destination offers. Use compelling narratives to show the beauty and uniqueness of the location. Focus on what makes it different.

Below, you’ll find an example of video content in travel marketing: 

Pro Tip : Use a variety of video types to showcase the diversity of experiences your travel brand offers. This can include destination guides, travel tips, promotional videos, and customer testimonials. You can also include videos that answer frequently asked questions.

For more video marketing ideas, check out our article: Top 10 Video Marketing Trends for 2024 [+ Tips]

4. An Optimized Google Business Profile Boosts Visibility

With billions of searches conducted daily on Google, Google My Business profile optimization has become one of the top travel marketing trends for 2024. 

An optimized Google My Business profile increases the likelihood of your travel agency being discovered by potential customers. This profile appears in relevant search results, making it easier for travelers to find travel companies based on their search criteria​​.

It also helps lend credibility to your travel business. It displays important information such as contact details, customer reviews, and ratings. This transparency and availability of information can greatly influence a potential customer’s decision.

Start by claiming your Google My Business page. Even if Google has automatically created a listing for your business, you need to verify the information and optimize it. 

Ensure that all details are accurate and fully completed. This includes your Name, Address, Phone Number (NAP), website URL, business category, and description. For example, if you run boat tours, select “Boat Tour Agency” as your category. 

Here is an example of what travel marketing looks like on Google My Business:

Pro Tip : Use the “ Reserve with Google ” feature. This allows potential customers to book and pay for tours directly from your Google My Business listing. This feature simplifies the booking process and can be an advantage for in-destination bookings​​.

SEO is a great marketing strategy for travel brands. Get more SEO ideas by checking out our article: 9 Essential Search Engine Marketing Trends for 2024 (+ Tips and Examples)

5. Eco-Friendly Tourism is the Latest Travel Craze

There’s a growing global awareness about eco-tourism . This places promoting eco-friendly tourism among the top travel marketing trends. 

Many travelers are now more conscious of their ecological footprint and are seeking travel options that are less damaging to the environment. This shift in consumer behavior drives demand for eco-friendly travel experiences.

But what is it exactly?

Eco-friendly tourism often involves engaging with local cultures and communities in a more meaningful way. Many travelers today aren’t looking for superficial tourist activities. They want authentic experiences that offer a deeper connection to the places they visit.

Additionally, the trend towards health and wellness has expanded into the travel sector. Eco-friendly tourism often includes activities in nature. This aligns with the desire for healthful, outdoor, and wellness-oriented vacation experiences.

When marketing sustainable tourism services, it’s crucial to focus on a specific target audience. Research indicates that younger generations, particularly Gen Z and millennials, are most concerned about sustainable travel. 

Your marketing should cater to the platforms and content styles preferred by these demographics. This can include using social media platforms such as TikTok and Instagram. It can also include creating content that resonates with their environmental and cultural values. 

Earth Changers is one of the many eco-tourism companies promoting sustainability. Here is an example of what they offer:

Pro Tip : In your marketing materials, focus on the positive impacts travelers can make by choosing your services. For example, if your company contributes to conservation or local communities, articulate these impacts clearly.

6. Augmented Reality and Virtual Reality Provides Immersive Travel Experiences

Augmented reality (AR) and virtual reality (VR) are among the most innovative travel marketing trends. They both provide an immersive experience unmatched by any other digital technology. In fact, there’s a growing interest in travel AR and VR across the globe.

VR offers a highly engaging form of advertisement. It allows potential visitors to feel as if they are already at the destination before they book.

Meanwhile, AR can provide comprehensive guided tours around museums or exhibitions. This can enrich the visitor experience with additional information and interactive elements​​.

Additionally, AR technology can be used to create gamified tours. This often requires users to scan images to activate travel experiences or mini-games. This both entertains guests and increases dwell time at various locations. 

This technology also allows users to go on virtual tours of famous landmarks while being in one place. They can get extra information while traveling to various locations. This “try-before-you-buy” method can significantly increase customer confidence and interest.

Try using VR to offer potential travelers a virtual tour of destinations, hotels, or experiences. Renderverse and Avatour are excellent VR tools for this. 

With AR, create interactive guides that travelers can use at destinations. For instance, pointing a smartphone at a historical site could display information or stories.

Rock Paper Reality is one AR tool used for travel and tourism. Here is an example of what it looks like:

Pro Tip : Transform the booking process with VR. Allow customers to virtually explore different room types, amenities, or even travel options. This allows customers to make more informed purchasing decisions as they shop.

Want to see how you can further integrate new tech into your marketing and PR strategies? Learn more here: 8 Marketing Technology Trends That Can Supercharge Your Marketing Efforts

7. Personalization is Key to Turning Consumers Into Customers

Why is personalization one of the leading travel marketing trends? It allows travel companies to tailor their services and communications based on individual preferences and behaviors. This strategy leads to a more satisfying and relevant experience for customers.

By providing personalized experiences, you can engage customers more effectively. This often translates into enhanced customer loyalty. Customers are more likely to return to a brand that understands their preferences and provides customized experiences.

How can you get started on personalization as one of your travel marketing trends?

First, you’ll need to gather customer data. AI and data analytics enable you to gather, analyze, and act on vast amounts of customer data. You can use this data to predict customer preferences and behavior.

Be sure to collect zero-party and first-party data. This can include information directly shared by customers and data gathered from interactions with your brand. Use this data to understand customer behavior in real-time.

Once you’ve collected your data, use it to segment your email list and social media followers based on interests, behaviors, location, etc. 

This enables you to create content that resonates with each group. For example, you can send location-specific offers to customers based on where they live or their destination preferences. 

Using quizzes is a great way to send personalized travel content to potential customers. Here is an example from Conde Nast Traveler : 

Pro Tip : Employ dynamic content in your emails to customize parts of your message for different subscriber groups. This approach allows you to send one email but tailor certain sections, such as offers and images.

Using AI can boost your PR and marketing efforts across the board. Want to see how others are using it? Check it out: 8 AI Marketing Trends for 2024 and Beyond (+ Tips & Ideas)

8. User-Generated Content Lends Credibility to Your Travel Brand

User-generated content (UGC) offers a level of authenticity that traditional marketing methods can’t match. That’s why it’s one of the top travel marketing trends. 

When potential travelers see real photos, videos, and reviews from other travelers, it lends credibility to the travel experience you’re promoting. Unlike professionally created content, UGC is seen as more genuine and relatable.

For travel companies, UGC is a cost-effective marketing tool. It reduces the need for expensive photo shoots and ad campaigns because it leverages content that customers create. This helps save money, time, and resources.

Plus, content created by users tends to receive more likes, shares, and comments. This higher engagement rate boosts your travel brand’s visibility. Plus, UGC fosters a greater sense of trust and brand authenticity.

When garnering UGC, encourage customers to generate content that highlights particular aspects of your travel offerings. For example, a retreat leader might focus on the serenity of the destination. A tour operator could emphasize the excitement of activities. 

Inform customers about the type of content you seek and explain how you will use it. Also, ensure that you have their permission to share it.

Testimonials are an excellent type of UGC. Here is an example of how they’re displayed on travel websites:

Pro Tip : Leverage UGC across multiple channels and formats for maximum impact. This can include featuring customer reviews on your website, creating social media feeds with curated customer content, and using customer images in recurring marketing campaigns.

Content marketing helps you inform your audience about your destinations. Want to see what’s trending? Learn more: 7 Top Content Marketing Trends 2024 [+ Tips and Tricks]

9. Consumers Often Use Social Media Platforms Before Booking Travel Destinations

Social media is one of the top travel marketing trends due to its vast global user base. And research shows that social media has the biggest influence on travel destination choices .

One of the reasons is that travel is a highly visual industry, and social media is an ideal platform for showcasing stunning images and videos. This visual appeal can capture the interest of viewers and inspire them to explore new destinations.

Plus, compared to traditional advertising methods, social media marketing is more cost-effective. Even with a limited budget, your brand can reach a large audience through targeted ads and organic content.

Not to mention, social media also allows you to engage with your audience in real time. You can respond to queries, gather feedback, and manage your reputation more efficiently. 

How should you incorporate social media as one of your travel marketing trends?

Keep an eye on current social media trends and adapt them to fit the travel industry. Use interactive content, such as polls, quizzes, and challenges. You can also run contests and giveaways, which are popular and encourage participation.

It’s important to be genuine in your social media interactions. Share real travel photos and stories. Diversify your content to balance promotional material with lifestyle, destination, and activity posts.

Here is an example of social media marketing for travel companies from Intrepid Travel : 

Pro Tip : If you have the budget for targeted advertising, consider using it. Platforms such as Facebook and Instagram offer sophisticated targeting options that can be very effective in travel marketing.

Not sure what’s currently trending? Need more ideas on how to leverage social media? Read our article: 9 Top Social Media Marketing Trends Taking the World by Storm

Key Takeaways on the Latest Travel Marketing Trends

The travel industry is crowded with options with many companies trying to stand out at the same time. Making your travel brand front and center requires unique and innovative marketing strategies.

However, it’s equally important to be flexible and open to implementing these trends in your strategies. This adaptability is key to staying relevant and appealing in the rapidly evolving travel market.

As a travel brand, you have a destination to reach: increased engagement and ROI. Consider these travel marketing trends as the fastest possible route to getting there. Give them a try and find out which ones work best for your travel brand. 

Ready to get started? Not sure how to add these travel marketing trends to your mix? Let us help! Book a free consultation and we’ll look at how to boost your current strategy.

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Marketing to Business Travelers: the Ultimate Guide

June 12, 2020.

Are you ready to start effectively marketing to the 405 million long-distance business trips that happen every year? While not common to every bed and breakfast or vacation rental, business travelers can be the bread and butter of your business, if appropriately targeted. Many hospitality professionals feel marketing to business travelers is simply a matter of targeting them.

We’ve simplified your business traveler marketing strategy with our detailed checklist. Get it delivered right to your inbox today! 

Get Your Guide

Everything You Need to Know About Marketing to Business Travelers

Hosting business travelers is nice work, if you can keep it. Business travelers aren’t complicated. Here are a few things you need to know about effectively marketing to business travelers. 

Knowing Your Market

1) dependable.

They consistently stay on your property. Their business is reliable year-round and not dependent on the season or weather, as is the case with leisure travelers. Besides, business travelers are often the only business on weekdays.

Once a business traveler gets used to a place, they will become loyal to that business. There can be many reasons other than actual loyalty for a business traveler to stay at your property. That said, the behavior is the same no matter how they arrive there.

3) EASY TO PLEASE

Business travelers, to quote one bed and breakfast owner, are, “in late, out early, and don’t spend a lot of time in the room, which cuts-down on wear-and-tear and use of facilities.” Business travelers tend to overlook the fine-tuned details in exchange for a comfortable room with easily accessible amenities.   

4) NOT PRICE SENSITIVE

Companies usually foot the bill for stays at lodging establishments. As such, attempts to bargain-down the rate historically were rare. Again, business travelers are looking for a comfortable stay with an easy booking process.

Acknowledging Challenges of Marketing to Business Travelers

A changing marketplace has provided both challenges and opportunities for attracting business traveler customers to independent properties like boutique hotels, bed and breakfasts, and vacation rentals.

PROBLEMS ATTRACTING BUSINESS TRAVELER CUSTOMERS

In the past, the assumption of business travel was that these road warriors holed-up in sad, drab, chain hotels when they traveled. This was primarily due to the simple fact that it was all around easier to book at chain hotels.

• They provided a consistent experience from beginning to end, regardless of where the guest was staying in town or in the country.
• They offered full-service amenities such as restaurants, gyms, spas, business, and conference space.
• It was easier to book at them, as travel agents could simply find and call the nearest Marriott, Hyatt, or other chain hotels for Mr. Smith’s trip to Detroit and save Mr. Smith the trouble of researching himself.

Adapting to Changing Times

Booking business travel has never been more accessible. Due to online book agencies, mobile capabilities, and the explosion of home-share companies, it is time to rethink how we market to business travelers. 

Business travelers looking for a fresh way to stay alternatively from chain hotels means more opportunities to get creative with your marketing strategy. Follow a strict social media strategy, create packages that even those with minimal time want to book, follow up with successful email marketing. You’ll be well on your way to attracting this massive demographic.  

Understanding What Business Travelers Want

So the next question is, what do corporate travelers want when they travel?

The simplest answer? To control their environment. Think about it—business travelers are usually forced to travel away from the homes they know and love. Giving these travelers the option to control as much as their hotel experience as possible is the key to winning over their suitcases.

1) Location, Location, Location

This is one of the most important amenities (besides cleanliness) that your boutique hotel, vacation rental, or bed and breakfast needs to offer. Marketing to business travelers is pointless if there’s nothing near you that they want to be near.

2) Free, Fast, and Non-Frustrating WiFi

The need for WiFi is arguably more important to business travelers than location. 49% of business travelers consider free WiFi a deciding factor while deciding on a hotel, and 90% expect there to be WiFi at their hotel.

3) Readily Available Coffee

Some theorists argue our modern world was established with the abundant use of coffee to kick-start the Industrial Revolution . Coffee is necessary for many, if not most, in the business world. As such, business travelers want and need coffee in their lives, preferably all the time.

Moral of the story? Don’t skimp on the coffee.

4) Readily Available Food

In the past, guests expected a restaurant on-site when they arrived at their business travel destination. Business travelers work too much to have time for that. Business travelers work for more than 240 hours per year than the average American worker. 39% of business travelers work more hours when they travel than when they’re at the office.

While 4-star dining is lovely, business travelers may be content with grab-and-go options. Include healthy choices in your easy-access bistro, and travelers looking to avoid the battle of the bulge commonly fought by road warriors will thank you.

5) Easy, Convenient Parking and Proximity to Mass-Transit and Transportation

This fits in with the location requirement. When marketing to business travelers, highlight these essential amenities when potential guests are comparing you to competitors. If your lodging establishment is the best choice of the downtown hotels near Greenwich Hospital , make sure that your hospitality marketing strategy highlights these key points.

7) Comfortable Seating

We, business travelers, need comfortable spots to check Google Analytics!

You may not think of this regularly, but business travelers will notice if you force them to find basic business equipment. And losing them to go back to a chain hotel will be a major bummer if all you needed to save that relationship was a scanner.

Some more items important for meeting business travelers include:

• A functional desk in the room
• Ergonomic desk chairs in the room

6) Wellness Options

It’s not unusual to see corporate travelers concerned about their waistlines. Between long stretches of sitting down on flights and cars and eating whatever is readily available, it’s an uphill battle.

But helping them out will undoubtedly win you brownie points. Some ideas to wellness-centered travel would be offering complimentary access to a local gym or in-house wellness kits. 

7) Easy Bookkeeping

Make all aspects of planning and follow-up as easy as possible. While an entire software solution isn’t necessary, offering itemized billing and invoices would certainly help.

8) Easy Check-In Process

So why force them?

A non-traditional check-in experience permits travelers to avoid interacting with anyone if they want, or vice versa. But the important thing is that it doesn’t force the guest to do so for basic things like getting into their room or basic information. 

What could a non-traditional check-in experience look like on your property? Switching from physical keys and locks to a setup in which guests can get in and out of their rooms and units without interacting with the front desk, or even touching a keycard.

9) Flexible Check-in and Check-out

Speaking of letting business travelers maintain control over their experience at your boutique hotel, vacation rental unit, or bed and breakfast, having some flexibility with when a guest arrives and leaves can work wonders for customer loyalty.

Imagine if their flight leaves later than expected or their flight arrives earlier. Removing the hurdle of time gaps can go a long way in making those guests love you and come back next time they’re in town.

Start Planning Your Strategy for Marketing to Business Travelers

Once you know that you have a fantastic product for your target market, now is the time to start marketing to business travelers.

Create a great marketing strategy by using what you already have—great reviews, loyalty, a mobile-optimized website, and a little bit of data. While being keen on various aspects of hospitality marketing is important, essential areas for marketing to business travelers include SEO, PPC, website design, email marketing, and social media marketing.

GET GREAT REVIEWS OF YOUR PROPERTY

Just like the leisure traveler, corporate travelers want to know in advance what their experience at your establishment will be like. That said, their need for good reviews of your property is to avoid dealing with any surprises. A negative review will not necessarily translate to a deal-breaker for them as it could a leisure traveler. Be sure to keep your TripAdvisor, Yelp, and Google business listings updated and reactive. 

OFFER A LOYALTY PROGRAM FOR BUSINESS TRAVELERS

Just because the price is one element of a traveler’s decision to stay at your bed and breakfast, hotel, or vacation rental, doesn’t mean it should be the only one. While a discount is one option to offer in a loyalty program, the only real limit is your imagination.

Scope out your competitors for ideas and what appears to be already working. To get your research going, try Googling “(your location) hotels for business travelers.” Top results for that term are likely considered good answers to relevant searches, and therefore the right place to start.

Visit those websites and see what they offer and then build something even better. Travelers love free upgrades, free nights, and free use of amenities.

Keep in mind there is no perfect loyalty program. Experiment with your own and get feedback from customers on what’s working and what’s not.

Make It Mobile-Friendly

Nowadays, the average business traveler checks their smartphone 34 times per day. 59% of business travelers said they would feel disoriented, distraught, and lonely without smartphones for just a week.

Forcing business travelers to switch from their smartphones to a desktop takes control of their experience out of their hands. Of course, some corporate travelers may want to pick up the phone and call you to book. But if that seemingly small decision is a make or break for them, do you want them to pan your business before they get a full experience? Aim for a three-step booking to ease them through the process.

TARGETED COMMUNICATIONS TO BUSINESS TRAVELERS

Now that your property is optimized for business travelers to enjoy full control over their experience and you have business travelers already enjoying your place, it’s time to attract more!

The most important thing to remember is not to dilute your message. Business travelers don’t want to hear about a romantic or family-friendly experience at your property any more than a couple looking for a romantic getaway wants to know that you’re a great place to conduct corporate meetings. Business travelers usually travel during the week while family and romantic vacationers come on weekends. Target travelers differently, even down to having different pages on your website devoted to different target demographics.

As far as communication style goes, keep it straightforward with a focus on descriptions rather than emotion-provoking copywriting.

How Does All of This Relate to Content Marketing?

While a full suite of hospitality marketing services is the best way to attract hotel guests, business travelers are generally a more direct bunch. Here’s the breakdown of hospitality marketing services as offered by Q4Launch, and which to focus on when targeting corporate travelers.

SEARCH ENGINE OPTIMIZATION

Hospitality SEO is super useful. If you’re number one in your area for terms that your target demographic searches, they’ll land on your website, get all the information they need, and book. The simplest strategy would be to collect all relevant information for business travelers on one page.

WEBSITE DESIGN

Again, creating a user-friendly website, specifically mobile-friendly, is key to keeping organic traffic on your site. Simple is always better in the business world.

EMAIL MARKETING

Hospitality email marketing is highly effective for business travelers. Segment your email lists and customize your marketing efforts. Sending them an email about weddings risks being a major turn-off.

PAY-PER-CLICK ADVERTISING

This can provide quick turn-around, and is similar to SEO. This is a quick and effective way to rank on the front page of Google.

Discover More About Marketing to Business Travelers With Q4Launch

Are you ready to take ahold of the business traveler market? Partner with Q4Launch and discover how we are paving innovative ways to market to this growing demographic. Let us do the labor while you enjoy the benefits of hosting a loyal band of business travelers.

Curious how Q4Launch could factor into your overall hospitality marketing strategy ? Get in touch with us to get help planning-out your unique approach.

Expedia Group Media Solutions

The world’s leading travel advertising platform

Our advertising solutions help you inspire, engage, and convert hundreds of millions of travelers — everywhere in the world.

Sign up for our Travel Marketing Insider Newsletter to stay up to date on the latest travel industry trends

Unmatched global inventory that travelers access every day

We connect thousands of advertisers around the globe with the most highly valued travelers. Every day, travelers visit our websites to dream about, search for, and book their trips. The advertising solutions and targeting capabilities we offer help you engage with those travelers and deliver the results you want.

average daily visitors across our sites and apps*

trips booked through Expedia Group*

booking sites in more than 75 markets and 40 languages*

Look and book with our immersive travel tech

As travel evolves, so does our technology. That’s why we built the industry’s first streaming platform that delivers a wholly unique experience for travelers.

This innovative approach to travel advertising gives travelers a firsthand view of what it’s like to be a tourist at various destinations. The videos our Media Studio team creates brings these locations to life, from road trips through the California desert to kayaking the Potomac or sitting down with filmmaker Spike Lee to talk about Brooklyn, New York. This immersive experience lets travelers shop for and book travel as they’re watching the content, putting a whole new spin on tourism marketing as entertainment.

Explore unexpected places with the GoUSA TV series

Travel advertising that delivers results

We’ve got decades of experience helping advertisers bring travelers to their destination, book hotels and flights, and more. We get you to the right traveler at the right time and through the right channel. You need someone who understands the travel business better than anyone else, and that’s Expedia Group Media Solutions.

Flexible advertising solutions

Solutions that work for any business — and any budget.

Find your ideal traveler

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Real-time data

Robust reporting to monitor and optimize your campaigns.

Why you should partner with Expedia Group

Our unique capabilities and custom digital media solutions meet your needs and bring your brand to travelers.

See all our solutions

TravelAds Sponsored Listings

In the competitive hotel market, it’s essential to stand out from the crowd. TravelAds is a simple, proven solution with a pay-per-click approach designed to increase your hotel’s visibility with travelers. Use TravelAds to:

• Boost room bookings.
• Drive incremental revenue and profitability.
• Reach the right travelers.
• Control your cost-per-click and daily spend.
• Create customized copy and images.

Accelerator

Like TravelAds, Accelerator, our cost-per-stay solution, is a budget-friendly and effective way to gain visibility with travelers. Use Accelerator to:

• Boost your visibility in search results.
• Scale up or down as needed with an easy-to-use platform in Partner Central.
• Cost-effective: You only pay when you receive a booking.

Co-op campaigns

Make an impact with a collective and cost-effective advertising solution that will extend and amplify your marketing spend. Co-op advertising allows you to:

• Connect with other destinations, hotels, airlines, and more to jointly engage with travelers and drive demand.
• Easy and simple: We secure similar strategic partners for you.
• Stretch your marketing budget.

Media Studio

Get access to our award-winning in-house creative agency to create immersive and compelling interactive experiences that engage travelers. With Media Studio you can:

• Create videos that tell your brand’s story in a unique and unforgettable way.
• Use emerging technology to stand out.
• Build engaging social media campaigns and work with influencers.

Display advertising

Build a full-funnel experience that inspires, influences, and converts travelers. With display advertising you can:

• Reach the millions of travelers who visit our 200+ websites every day as they dream, plan, and book travel.
• Design ads that seamlessly integrate across all our sites.
• Choose from a range of media options that work for advertisers of any size, budget, and business goal.
• Create branded ads for mobile or email.
• Become a sponsor — use homepage takeovers or promotional sponsorships to capture travelers’ imaginations.

Work with the biggest brands in the business

Advertise with Expedia Group, where you’ll get the strength, experience, and reach of globally recognized travel brands to help you succeed. Our brands offer the largest expanse of travel channels for you to connect with travelers across the globe.

Exclusive and actionable traveler insights

We have billions of data points from travelers using our 200+ travel websites. The benefit of this exclusive first-party data is unrivaled traveler insights, and, in a cookieless world, you’ll always be able to reach your target audiences with specific ads that align with their interests.

Explore our customer stories

Find out how we help advertisers meet their needs, from airlines and hotels to destinations.

The largest airline in Canada, has been a long-time partner with Expedia Group Media Solutions. With Black Friday and Cyber Monday approaching, Air Canada wanted to stay top of mind with travelers looking for deals during some of the most important sales events of the year.

During the early days of the COVID-19, the Hyatt Regency Chicago realized that there was going to be limited customer demand. They decided to use TravelAds to differentiate themselves from other hotels in Chicago to drive bookings.

Looking to rebuild and renew, VisitScotland embarked on a tourism marketing campaign to highlight the unique experiences it offers travelers.

In a competitive market, visibility is key to filling room nights and Blinkup wanted to help Place of Charme connect with more travelers. To reach travelers worldwide, the marketing consultancy partnered with Media Solutions to showcase Place of Charme’s six properties on Expedia Group sites.

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New research to help you understand how travelers search, plan, and book travel.

Travel Insights report

Our exclusive first-party data and research provides you with actionable insights.

TravelAds guide

Find out how to reach the right travelers and maximize results with TravelAds targeting and bidding tools.

Are you ready to advertise?

Get in touch with one of our digital advertising experts today to find out how our first-party data insights and full-funnel suite of solutions can work for you.

*Expedia Group internal data

Travel marketing for agencies: Latest strategies and SMS solutions

Travel agencies face the challenge of growing and acquiring new customers in a highly competitive industry. This sector has been expanding alongside internet usage and the increasing availability of travel opportunities worldwide.

Table of contents

The travel industry has been expanding shoulder to shoulder with the internet, making digital marketing a key component of growing a travel agency business. Faced with the challenge of captivating an audience with a myriad of choices at their fingertips, travel agencies are now turning to innovative strategies to stand out in a crowded market.

From the immersive experiences of virtual reality tours to the targeted precision of Google and social media ads, there are unprecedented opportunities to engage potential travelers. Read on for an overview of fresh and effective digital marketing strategies that travel agencies can implement to attract and retain a loyal customer base.

9 Marketing strategies for travel agencies

For travel agencies looking to capture the attention of wanderlust-filled consumers, integrating innovative strategies is key. Whether you’re aiming to leverage the latest in digital marketing or refine traditional tactics, these strategies offer a roadmap to success in the competitive travel industry.

1. Showcase destinations in well-crafted videos

Video presentations stand at the forefront of digital marketing for travel agencies. They offer a dynamic and immersive way to showcase the scenery, culture, architecture, and general vibe of a travel destination. With the help of professional video production, travel agencies can transport viewers to their dream destinations, sparking the wanderlust that drives bookings.

Creating vertical videos that can be shared on popular social media platforms further enhances reach and engagement. Short-form travel videos also have a high potential of becoming viral and leading to huge sales of travel packages in record time.

2. Give clients a free trial of your destinations with VR

Virtual Reality (VR) transforms travel marketing into an immersive experience. With the help of a VR set, you can enable travelers to virtually explore the destinations, experiences or attractions you have on offer.

This immersive preview not only aids in decision-making but also builds anticipation and excitement. Travel agencies adopting VR can differentiate themselves by providing an innovative and interactive “free trial” of their travel packages.

3. Optimize your website for Google search

Search Engine Optimization (SEO) is crucial for making travel agencies visible in a crowded online space. By optimizing website content with relevant keywords, meta descriptions, and quality backlinks, agencies can improve their search engine ranking, making it easier for potential clients to discover them on Google and other search engines.

If you want to get more foot traffic traffic to your physical location, start doing local SEO by claiming a Google my Business profile or optimizing your pages for relevant “near me” searches.

4. Invest in Google and social media ads

Online paid advertising is pivotal in enhancing a travel agency’s online visibility and reaching potential travelers effectively. Google Ads specifically target users who are actively searching for travel-related terms and bring highly qualified leads to your website.

Platforms like Facebook, Instagram, and Twitter offer complex targeting options, including interests, demographics, and behaviors, allowing agencies to tailor their messages to the ideal traveler profile. Social media ads can be crafted to inspire and captivate, using stunning visuals and enticing narratives that resonate with users’ travel aspirations.

5. Encourage travelers to share their experiences online

User-generated content (UGC) , such as reviews, photos, and social media posts, serves as a powerful endorsement for travel agencies. Clients can offer an engaging and authentic perspective of the travel experiences you offer that helps build trust in your brand. Social media posts created by your clients are highly likely to attract other like-minded travelers who will want to book with your agency and create a community around your brand.

6. Offer a loyalty program

Loyalty programs are a great way to encourage clients to book again. By offering points, exclusive deals, and special perks to returning travelers, travel agencies can encourage travelers to rely on them for their vacation plans for the foreseeable future. These programs not only enhance customer retention but also create brand advocates who are likely to recommend the agency to their peers.

7. Get travel influencers on board

Due to the trust and emotional connection influencers build with their audience , influencer marketing works similarly to word-of-mouth but on a huge scale, thanks to the popularity of social media platforms today. By partnering with travel influencers whose followers align with the agency’s target market, agencies can gain access to a highly engaged audience. Influencers’ authentic storytelling and visually appealing content can inspire their followers to explore new destinations through the agency.

8. Collaborate with local businesses

Collaborating with local businesses, such as restaurants, tour operators, and cultural sites, can create unique travel packages that offer authentic experiences. These partnerships allow travel agencies to differentiate their offerings and provide added value to travelers. Local collaborations can also enhance the agency’s reputation as a provider of bespoke and authentic travel experiences.

9. Include SMS in your marketing strategy

SMS marketing offers a direct and effective channel for engaging with travelers. With high open rates, text messages can deliver timely promotions, updates, and reminders to travelers’ mobile devices. This strategy is particularly effective for last-minute deals, booking confirmations , and customer service, providing a personal touch that enhances the travel experience.

Each of these strategies offers a unique way to connect with and engage travelers in the digital age. By integrating these approaches, travel agencies can create a comprehensive digital marketing plan that enhances visibility, engages potential travelers, and drives bookings. Naturally, text messaging is the marketing tool we’re actually most excited to talk about.

SMS marketing for travel agencies

Travel agencies often face issues beyond their control that can negatively impact their clients’ experience and perception of your business. Air travel delays or cancellations, lost luggage, severe weather, and accommodation inadequacy are among the few issues that can come up and mess up travelers’ plans.

Business SMS communication allows travel agencies to quickly address clients’ concerns and discontent with the help of features such as text message automation , auto-responders , templates , distribution lists, and more.

Text messages can reach a high number of clients instantly, without the need for an internet connection or installing additional software, and it also doesn’t disrupt travelers’ activities as they can choose if and when to reply to texts sent by their travel agency.

SMS marketing use cases for travel agencies

Advertise travel promotions and new itineraries.

• Target customers with SMS promotions and deals: By using past purchase information or feedback, set up marketing lists so that you can offer customers deals that they’re more likely to be interested in and increase sales and customer engagement.
• A/B test text message promotions on fresh leads: Most of the customers in your database probably haven’t purchased anything yet. In this case, you can use A/B testing to see what kind of destinations and experiences they react to so you know how to target them with campaigns accurately.
• Use subscription rewards to capture leads: You can set up a subscriber rewards campaign on your website or even in the physical office of your travel agency. Whether it’s offering a discount on a flight, hotel, or car rental or giving them a voucher for a free coffee at the airport, opt-in rewards are a great way to expand your contact database.

Send helpful reminders and updates

Text message reminders can be general such as heads up for their check-in and flight time or uber-specific details about their booked experiences and itineraries. Sending your customers tips and ideas that will make their trip better is also an excellent way to increase customer satisfaction. Some ideas could be:

• Alert travelers about important booking or flight changes: “Hi Jack! Your 11 a.m. flight from New York to Paris has moved to 4 p.m. We are sorry for the inconvenience. Please feel free to contact us at this number for more information.”
• Let them know what time they should check in for their flight: “Hi Jane, I just wanted to remind you to check in for your 10 a.m. flight from San Francisco to Philadelphia tomorrow by 8 a.m. See you then!”
• Confirm bookings instantly: Automated hotel booking confirmations, train reservation confirmations, or flight confirmations sent via the Textmagic SMS API will instantly deliver peace of mind to your customers.
• Give them weather updates for their destination: “Hi Jack, you might want to pack a winter jacket for your trip. The high in Paris tomorrow will be 44 °F and the low 29 °F”.
• Give them travel tips for their destination: “Hi Jill, did you know Madrid is home to one of Spain’s oldest bullfighting rings? Check out this link for more sites and attractions”.
• Let them know about airline policy changes: “Hi John, just wanted to make sure you’re updated on American Airlines’ new baggage policy for international flights (include link)”.

These messages accomplish a couple of things. First, they reduce the workload of your ground staff by decreasing the number of phone calls and misunderstandings they might encounter regarding check-ins, baggage policies, etc. Second, they provide valuable and personalized information to the customer that goes beyond regular customer service, improves the overall experience for the customer, and, as a result, increases their loyalty.

Get feedback from travelers

Invite travelers to offer feedback about business-to-customer communication, the destinations and experiences you offered, make sure you know what their general perception of your brand and services is. You can either send an automated text after they come back from a trip to invite them to complete an online survey or use SMS polls. Use the information you gather to address criticisms and low-scoring areas of your travel services.

According to ThinkJar stats , 70% of companies providing the best-in-class customer experience use customer feedback (as opposed to an industry average of 50%). Feedback is the ideal way to plan your customer service strategies. A poll not only gives you helpful information about your customers’ experiences, but it also sends them the message that their opinions are important to you.

Business text messaging benefits for travel agencies

For travel agencies eager to expand their reach and elevate the traveler experience, embracing the benefits of business text messaging could be the game-changer they need. Here are the main advantages:

Large audience reach

Sending text messages is easy and cost-effective, and there are fewer communication barriers between the company and customers. People are able to receive your text on any phone, without requiring an internet connection or installing any additional apps.

Increased customer satisfaction

SMS as a customer service solution has been receiving much attention because it’s fast, reliable, and personal, yet not disruptive. In an industry where customer satisfaction hugely influences people’s decisions to stick with a brand or go on to the next one, SMS becomes an opportunity to stay ahead of the curve.

Easy customer database growth

Website visitors are high-intent leads you should take full advantage of. Get them on your marketing lists with website sms subscribe forms . Create a customized form in the Textmagic web app, copy the generated code, and simply embed it into your website.

Boost productivity

Beyond marketing, SMS is a great channel for internal communication and can be used to streamline the efforts of your team or increase the productivity of customer care representatives.

Useful SMS templates for travel agencies

Attract more customers and build loyalty with our cost-effective SMS templates for travel agencies.

Last-minute deals

Retargeting deals, holiday package offers, discounted flights, customer feedback, flight reminders, business texting features for your travel agency.

Sign up for a Textmagic trial and improve your marketing strategy and communication with our easy-to-use SMS features :

• Incoming SMS automation: Automatically and instantly respond to customer requests via SMS and improve their satisfaction.
• Zapier SMS integrations: Integrate with your favorite apps to automate your marketing campaign and increase revenue.
• Global SMS coverage: Reach customers in 190+ countries and 1,000 mobile networks and receive responses from them.
• Scheduled text messages: Automatically send alerts and reminders at specific times to raise customers’ loyalty.
• Long text messages: Send travel texts up to 918 characters in length to include more useful information.
• SMS distribution lists: Segment your audience and send targeted travel offers via the Email to SMS service.

By embracing the outlined techniques, travel agencies can enhance their market presence, engage more effectively with potential customers, and secure a stronger foothold in the global travel market.

Success in this sector is not just about reaching out — it’s about connecting meaningfully with travelers and offering them unforgettable experiences. As the industry continues to evolve, so too should the marketing approaches of travel agencies, ensuring they remain at the forefront of travelers’ minds in a world of endless opportunities.

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• SMS product launch checklist
• 1. Create a product launch plan
• 2. Generate awareness and engagement before the launch
• 3. Make an impression on launch day
• 4. Keep the excitement going post-launch
• New product launch message samples
• Conclusions

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What Is Inbound Marketing And How Can You Start Applying It To Your Travel Business 

In a survey conducted, 79% of people reported that engaging content made a significant impact on whether they purchased a product/service.

And so, when it comes to developing a marketing strategy for tourism, you simply can’t overlook the power of inbound marketing .

Inbound marketing is centered around taking a customer-centric approach and drawing people to your brand. It’s a fundamental digital marketing concept, and it can make a significant impact in helping to grow your travel business.

In this guide, we’ll cover what exactly inbound marketing is, how it works, and how your travel business can take full advantage.

What Is Inbound Marketing? 

Inbound marketing is the process of attracting customers to your business by sharing content that interests and engages them. It is a softer approach when compared to outbound marketing, which is a more direct tactic.

Inbound marketing is a useful strategy because it’s non-invasive, and helps you direct qualified traffic and prospects to your site.

Common examples of inbound marketing include publishing SEO-friendly blog posts, YouTube videos, or social media content. Basically, anything that your target audience is actively interested in.

This differs from strategies like running paid ads or cold-calling and emailing prospects - as these are approaches where you’re trying to put your brand in front of potential customers.

It’s an organic approach to marketing and, when done right, it can have many powerful benefits for your travel business.

Why Is Inbound Marketing Important? 

Running an inbound marketing strategy is an effective way to help your business attract the right target customers, build trust with them, generate engagement from your audience, and develop long-term relationships with your clients.

Inbound marketing helps you make an authentic connection. When done properly, it positions your brand as a trusted expert within your niche, and it helps you develop positive brand awareness without potentially annoying your audience.

Inbound marketing can also help you achieve excellent long-term results. With strategies like email marketing or SEO, the cost of marketing is incredibly low and it can generate loads of value for your brand over the long run. This means inbound marketing offers a fantastic ROI for travel businesses.

Understanding The Customer Journey 

Successfully executing an inbound marketing strategy is all about understanding your customers and their journey. This is because inbound marketing is focused on publishing the right content at the right stage of the buying journey to help you attract, engage, and convert your prospects.

The customer journey can be broken down into five main stages:

Awareness 

This is the stage when prospects discover your brand and learn about what you do.

Interest 

At this stage, the prospect starts showing an interest in your brand. This is when they start understanding more about what you offer and how you can solve their pain point. An important element of this stage of the journey is developing trust with the prospect

Consideration 

The prospect fully understands what you do and they are interested in making a purchase. Now they seriously consider your brand as an option.

Purchase 

This all-important stage is where a prospect decides whether to pull the trigger and make a purchase and becomes a customer.

Retention 

This is the very last stage of the funnel, where you maintain engagement with customers and try to drive repeat purchases from them.

These are the general stages of the customer journey. In order to maximize your inbound marketing efforts, you need to make sure that you publish content that matches the intent and interest of the customer at each stage of this journey.

This can be spread out across various channels such as your blog, social media, email marketing, live events, and so on.

Your goal should be to create content that helps address your customer's pain points and questions at each stage of this journey and move them further along to the conversion stage, where they will book a tour.

Understanding the Inbound Marketing Flywheel 

The flywheel model is another important concept to understand when it comes to inbound marketing. This model refers to the different aims of your content during the different stages of the customer journey. There are three main purposes to understand here:

Attract 

To generate awareness about your brand and attract new prospects. The marketing content you create here is geared toward strangers who don't know about your business and to get them interested and interacting with your brand.

Engage 

This is when you publish content that engages current prospects who now know about your brand and have shown an interest in what you offer. This content turns your prospects into customers.

Delight 

The content you publish here is aimed at maintaining and improving relationships with existing customers. Your goal should be to keep customers engaged with your business and turn them into promoters of your brand.

When each stage works together, the entire marketing flywheel is designed to grow your travel business.

In terms of content marketing, each stage of the flywheel flows seamlessly into the next. This means the marketing messages and content you produce need to align with the customer journey and help you move customers along as their interests and positions change.

How To Use An Inbound Marketing Strategy For Tourism 

When it comes to developing a marketing strategy for tourism, inbound marketing is essential. It’s a customer-centric marketing approach that helps you effectively target the right people and build the right kinds of relationships.

To help you develop a powerful inbound marketing strategy, here are some of the key steps and tactics you’ll need to follow.

1. Understand Your Target Customers 

Effective inbound marketing starts with understanding your target customers. This involves knowing what pain points, questions, and desires they have.

Your goal here is to understand what kind of content they would be searching for and engaging with online in order to book an experience with your travel business.

So, dive deep into your target customer personas and try to gain as strong of an understanding of your customers as possible. Learn about their interests, demographics, online behaviors, questions, and more. This will help give your inbound marketing strategy a clear direction.

2. Choose The Right Inbound Marketing Channels 

You’ll need to choose the right inbound marketing channels to market your brand. This could include a blog, social media channels, a YouTube account , a podcast, or more. Whatever you choose, make sure that it aligns with your target audience and their online behaviors.

Once you establish these channels, use them to direct traffic to your website. Your website is your main online asset, and it’s where you’ll generate bookings .

However, people won’t always go straight from seeing an Instagram post to converting on your booking page. As we’ve discussed, there’s a customer journey you need to align your inbound marketing efforts with.

When you establish your marketing channels, understand what part of the journey they will target and how they will achieve this. For example, you could use the following tactics:

• SEO blog content: Attract stage
• Social media: Engage stage
• Booking pages: Convert
• Email newsletter with discounts and offers: Delight stage

Once you have established what marketing channels you will use, you can start to create strategic content for them to match the different stages of the buying journey.

3. Create Valuable Content To Attract Prospects 

As we’ve already established, inbound marketing starts by attracting potential customers to your brand.

This means that you need to create valuable content that will help you drive new traffic to your website. SEO blog content is one of the most effective ways to do this.

The idea here is to create content that:

Your goal should not be to try to sell to people but rather to rope them into your business, make them aware of what you do, and potentially opt them into a mailing list. So, make your content interesting, let it answer all your prospect's questions, and ensure it's something they search for.

For example, let's say your travel business offers tours to San Diego. You could publish content like “A Guide To The Best Time To Visit San Diego” or “The Top 10 Attractions In San Diego”.

This will help you attract people who are in the early stages of researching a holiday in San Diego but have not yet started looking for a tour operator.

This is a great example of inbound marketing because the prospect has performed a search and found your business - without you reaching out to them.

4. Engage Prospects With Strategic Marketing Tactics 

Now you need to maintain the attention of people who have discovered your brand and engage them. You could achieve this by getting prospects to sign up for your mailing list or follow you on social media .

This is where you publish content focused more on what your business does, what travel offers you have, and why prospects should trust you.

Including things like testimonials, positive reviews, or videos of previous trips you’ve done are all great ways of engaging your prospects.

Did you know that WeTravel offers a Customer Review Widget ? With this feature, you are able to automatically gather reviews from previous customers and add them to your website (all within a few lines of code). This will improve your conversion rate, even when adding only a couple of reviews. 

5. Answer Questions 

When administering inbound marketing, your aim should be to develop trust and ensure prospects can move along the customer journey swiftly. To do this, they need to find all the information they're after and have all their questions answered.

A useful way to achieve this is to create informative resources for your customers - such as an FAQ page on your website or blog posts addressing communion customer questions.

This, apart from being a great customer-centric practice, can be a helpful source of information to enhance the marketing resources you’ve created around your tour or even be a source for long-format blog posts if you find an interesting and recurring question.

Did you know that Wetravel has a feature within our trip pages that allows travelers to ask questions before booking a tour? 

6. Inspire Your Audience 

When it comes to travel industry content marketing , you can generate a lot of interest by inspiring your prospects. Post content about your destinations, trips, and experiences that gets your prospects dreaming. This is a great inbound marketing tactic for moving prospects down your funnel.

You could utilize video and social media to create some innovative, inspiring posts. This will also help prospects understand more about what your business offers and why your trips would be beneficial for them.

7. Optimize The Booking Stage 

When looking at inbound marketing across the buyer's journey, it's essential to consider the booking stage. This is the final stage of the customer journey and it's where you will turn prospects into customers.

At this stage, when the customer is ready to book, you can’t afford to lose them to the competition (because their buying intent is palpable). You’d be giving the competition a fully nurtured lead.

It's important that you make the booking process as simple and streamlined as possible. Make sure that you provide enough information required in your booking system, and that your online booking pages are easy to navigate and complete.

Did you know that WeTravel offers an optimized booking system for the travel industry, where you can add booking buttons and booking pages directly to your site? It’s the ideal solution for streamlining the customer journey and converting more prospects. 

Interested to know more about what WeTravel can do for your business?

Summary 

In order to increase tour bookings, it is imperative that you attract and communicate with the right target audience and provide them with suitable marketing messages to entice them to book a tour.

Inbound marketing is an excellent way for travel businesses to achieve this.

Instead of taking a more direct approach with your audience, inbound marketing provides value to your customers and tempts them with the kind of subtle content they want to see. This helps you spread more positive brand awareness and gain more credibility with your customers, which is likely to result in more conversions .

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THE JOURNAL

Travel Advisor Resources

How to Market Your Travel Business Like a Pro: Tips from the Experts

The Modern Travel Agency

Fora Travel

https://www.foratravel.com/the-journal/how-to-market-your-travel-business-like-a-pro

Fora Advisor Fallon Alexandria

At Fora, we're all about empowering advisors with marketing tools to level up their travel business. Advisors get everything they need to succeed — email & social media templates, trainings, office hours (the works, if we do say so ourselves). But there's something to be said about step-by-step guidance from the experts.

Well, you're in luck. At last year's Live Forum , an in-person educational event for our advisors to level up their businesses, Fora's Head of Marketing Kelley Louise shared her expertise — and we're breaking it down for you below. Read on for her playbook on launching and growing your career as a travel entrepreneur.

Like what you see? Learn more about becoming a Fora Advisor today. Or, read how to become a travel agent.

Step 1: Define your dream client

You're officially a Fora Advisor. You've completed the trainings and your first booking is under your belt — congrats! Now what? How do you get clients?

The first step is to define your dream client. What does she do? What is her travel style? All of this intel will help guide your marketing strategy and give you greater clarity on how you’re shaping it. 

Deciding who you want to work with is a crucial step. From there, you can develop a framework for how you market to them day-to-day.

That strategy might mean creating a client intake form that includes some key details on who you do bookings for (such as a minimum booking budget). Or, it might mean you’re only going to focus on certain social media platforms (Instagram versus Facebook, say, or vice versa).

Step 2: Market to your dream client, not the world

Now you know who your dream client is. How do you reach them? This is where content marketing comes in.

Start thinking about the type of content (emails, Instagram posts, guides, newsletters...) you want to make based on what content would resonate with your dream audience. This pointed planning will be a key shift from talking about travel and your experiences in general, and honing in on curating content geared toward your clientele.

As far as creating content that will resonate with your clients, the sky is the limit. This strategy might mean incorporating content like room tours, or “just booked” posts onto your Instagram stories and / or email campaigns. 

Your plan might include: 

Choosing one social media platform you know your dream client is on , and only focusing on that one.

Curating an email with content specific to the types of hotels you want to book.

Creating specific, niche guides that are useful for your dream clients.

Step 3: Build a realistic plan of action, and stay consistent

You’ve got your dream client, an idea of the type of content you want to make and a plan for how you’re going to reach your client.

Now it's time to decide how much time you want to spend on marketing per week. Then, analyze what's working, and throw out what's not.

Consistency is key. You need to consistently create content and put yourself out there (otherwise, clients will forget you’re there to plan and book their trips!).

Step 4: Make word-of-mouth your best friend

Put your clients to 'work' for you. They are your biggest cheerleaders.

You likely will have around five clients who are your star cheerleaders. It’s a lot less daunting to think about identifying your five dream clients than it is to think about building your entire book of business. Prioritize your efforts around those dream clients. 

Prioritizing your efforts might look like:

Asking your clients if they wouldn’t mind tagging you in a post about their travels.

Looking for opportunities to reach your clients' travel companions. 

Reaching out to your favorite client and letting her know how much you love booking her trips. Does she know anyone else who’s currently planning a trip and could use help? 

Like what you see? If you want to build an incredible career as a travel entrepreneur, we can help. Fora provides advisors with everything they need — including resources like this — to build their business. Learn more about becoming a Fora Advisor today.

Are you the go-to person for travel tips?

Transform your passion for travel into your dream job. We'll set you up with everything you need to succeed as a travel advisor. From training to top-notch tech, marketing assets, community, commission tracking & payments (and more), we've got you.

12 Travel Marketing Trends You Can’t Ignore in 2024

• travel marketing

Here’s your list of travel marketing trends you cannot ignore in 2024. If you want to:

- Fight the stiff competition and low ROI in your industry - Pivot your travel marketing strategy despite the pandemic - Capture more bookings when travel resumes full speed

Then this list will be really helpful. You also get a glimpse of travel marketing ideas by brands that you can learn from. Let’s dive in.

12 Travel marketing trends in 2024

1. virtual reality experiences.

Ideally, the best virtual experience requires a VR headset, but today we also have 360 degree and panorama videos that can provide a virtual experience. This is an increasingly popular form of travel marketing, used by various sectors of the industry. For instance, hotels use VR tours to showcase their hotel rooms, while travel agents offer VR videos of tourist attractions. For example, check out this VR tour of the Conrad Koh Samui resort.

Want to know how you can create your own VR videos? Check out this video below.

Pro-tip: Once you’ve created your video, you can easily edit it using InVideo’s online video editor  

2. TikTok Marketing

With over 2 billion downloads and over 1 billion monthly active users , TikTok is the latest social media platform marketers need to look at. Travel marketers have a unique opportunity to stand out on TikTok with travel-related videos, something many people are desperately craving more of right now since they may not be able to go anywhere themselves. TikTok video tours and video stories have the potential to go viral . You can even repurpose your Instagram reel videos on TikTok! 

Create viral travel TikTok videos

With trending InVideo templates

For example, Trip Hacks DC , a firm that provides guided tours of Washington DC, actually saw phenomenal success using TikTok. They posted 1 video daily on TikTok in December 2020. They gained 738,551 video views, 3,511 new followers, 92,300 likes and 6,572 profile views. Check out their best performing video (with 320K views) below:

Check out this article by Trip Hacks DC founder Rob on his learnings. Meanwhile, here are a few TikTok video tips to help you get started on your TikTok travel marketing journey:

Tip #1 - Use relevant TikTok hashtags the same way you would on Instagram to show up for those using the search feature.

Tip #2 - Add your location to your profile because geo-location is a factor in the TikTok algorithm. This is especially helpful for travel businesses as it means your geo-tagged post will show up in relevant searches and help you get more views.

Tip #3 - There are 2 types of videos you may find on TikTok - trending videos and original content. You make trending content by copying an existing video concept and putting your own twist on it. Trending content usually revolves around a specific piece of music or audio. For example, a popular trending video in 2020 involved people hopping to the beat of the Black-Eyed Peas song “Where is the Love” with a funny caption about how they were “on my way” somewhere. 

Wondering how you can find out the top TikTok trends for 2024 that you can mirror for your brand? Check out this list of 5 trending video ideas for any business.

Tip #4 - Rob from Trip Hacks DC found that his best performing TikTok videos included all original content - a video he made with a tip to stand near the Washington Monument for magnificent city views (320K views). Other high-performing videos were about Florida House (149K views) and a lesser-known FDR monument (66K views). Meanwhile, the trending videos he made garnered very few views comparatively. 

Tip #5 - The above point is interesting because it suggests that viewers want to see locations and places in a new way, from different perspectives. Travel businesses can create TikTok tours that give a sneak peek of what the travel experience will be like, keeping this insight in mind. For example, check out this compilation of TikTok videos on YouTube that show a vlogger traveling to different locations - his concept revolves around shooting his feet on unfamiliar terrain.

3. Facebook Ads can be your best bet!

In 2020, a few travel operators braved Facebook Advertising despite the pandemic. They ended up seeing astounding results, generating six figures in revenue for bookings with less than $1000 ad spend. This might have required careful planning and testing of different combinations. But these travel marketers found interesting new target users and audiences.

For example, Morgan Cantrall, the founder of History Well Travelled , a walking tour operation in Georgia, discovered that their Facebook ads got the most engagement from older generations! Who knew Facebook Ads was one of the hottest senior citizen tourism trends?! Check out some of Morgan’s learnings here .

With 2 billion monthly active users and hundreds of targeting and retargeting options, Facebook ads can give you genuine ROI and provide massive reach. 

Want to learn more about how you can get started with Facebook advertising in 2024? Check out this step-by-step tutorial that will help you create and set up your first Facebook ad.

Create thumb-stopping Facebook ads

Using templates that convert

4. Remarketing

Even though brands spend big bucks on marketing, according to a Think with Google study, only 14% of leisure travelers always book with the first airline that comes to mind when they start their research. Even worse, that number drops to 10% when we look at the first hotel brand that came to mind during their research. Essentially, this means that you need to keep reminding your consumers of your brand presence throughout their consideration process, before they book a flight or a hotel room or any other service.

The best way to ensure your brand remains top of mind for travel planners is to leverage the power of remarketing. 

For instance, maybe they started to book a hotel room, or looked at flights and then stopped midway. As a travel marketer, this is a unique lead you can reach out to through remarketing, mainly because you know exactly what they are looking for. For example, check out the Facebook ad below. They targeted this to customers who already checked out hotel prices on Expedia.com, but did not make a booking. The ad subtly nudges customers to come back to Expedia.com and look for a relevant hotel while promoting the Aava Whistler Hotel. 

You can tailor the actual content you target individuals with to show them the exact product they were viewing for maximum relevance. Remarketing enables you to push the services and products that your consumers need. It can be carried out primarily using Google AdWords and Facebook ads . Check out this guide to remarketing to learn how you can use it for your business.

5. Review Marketing

For the travel and tourism sector, customers turn to review marketing for deals, discounts and making decisions. Websites and services like TripAdvisor, Hotel.com, Kayak.com, and more provide reviews for hotels, airlines, tours, and services. If reviews are a part of your travel marketing strategy, they are likely to give you stellar results. Check out this search result for hotels in Michigan - the top few names are ones that have great reviews on Google.  

As a travel marketer, you need to make sure that your profiles on platforms like Google, TripAdvisor, Kayak, et al., are well maintained with accurate images, and descriptions as well as prices. You also need enough reviews to mitigate any negative ones. The main travel marketing tips in this area are to encourage customers to leave reviews through email requests, and to take the time to update information and photos on each review platform. 

6. User Generated Content

User-generated content includes videos created by users, images uploaded to social media platforms, and comments on blog posts. You can factor in user-generated content as a part of your travel marketing strategy to build brand loyalty and authenticity.

A restaurant can encourage customers to upload images to their website, while hotels or attractions can provide a digital photo booth at their location, which automatically adds the company or relevant hashtag to every photo. Brands can also hold contests on social media to create user-generated content. 

For example, as part of their For the Love of Mesa contest, Visit Mesa asked people to create content describing what Mesa (a city in Arizona, USA) meant to them. They then featured the best photos and videos in a music video, “For the Love of Mesa”. Check it out here:

Hashtag campaigns are also a great way to create user generated content while subtly promoting your products and services. For example, Cathay Pacific created #lifewelltravelled in 2015 to align it with their global advertising campaign. The hashtag took a life of its own though with constant involvement from travel blogger Jessica Stein . Today the hashtag is still in use and pretty popular with 2,900,532 posts on Instagram.

Check out how you can use hashtags to improve your business in this article .

7. Influencer Marketing

Influencer marketing involves influencers endorsing a product or a service to their existing following on social media sites like Instagram and YouTube. Basically, since the audience trusts them, they are more likely to trust the marketing content influencers share. 

Images and videos are ideal for this, as it allows the influencer’s audience to see their travel experience. Businesses may reach out to influencers that have a following from a specific demographic, in order to target them. For example, check out travel influencer Murad Osmann ’s video collaboration with the Renaissance Hotels chain.

8. Augmented Reality

AR or augmented reality differs slightly from virtual reality. It involves the use of apps and overlays to show an object in a particular space. Travel companies can use this to enhance real-world settings. 

For instance, a review app might display customer reviews for a restaurant when a phone is pointed at the building. Some hotels have also innovatively used AR, providing wall maps within rooms and a companion app, which overlays additional information onto the map. For example, check out this AR Travel Guide to the city of Florence, Italy.

9. Artificial Intelligence 

More and more travel marketing plans include some or the other application of AI or artificial intelligence. Customer service is one of the biggest areas where businesses compete, and the use of AI-powered chatbots can significantly improve response times and offer 24/7 service, even when staff are not available.

From recommended flights to intelligent online travel assistants, tailored offers for loyal customers and dynamic pricing, AI is used extensively. For example, Expedia.com, an online travel agency, uses the Facebook messenger chatbot to help you find hotels when travelling. The bot (image below) asks you various questions about your journey and then selects the top 5 hotels that suit your criteria to make it easy to look for accommodation. 

10. Customer Experience Marketing

To stand out among the competition, your brand and business need to create and deliver customer-centric experiences and campaigns as it gives your target audience an interesting reason to stay and become repeat customers. You also must create an emotional connection between your brand and customers, putting them at the center of your travel marketing strategy.

Most believe that the highest form of customer experience would be personalised to each consumer. One example of personalisation is the use of data aggregating softwares. For example, The Mandarin Oriental Hotel Group has appointed SevenRooms as their global reservation, table management and guest engagement platform software.

SevenRooms is a software platform that captures data right from the start of the guest’s journey. 

This software helps Mandarin Oriental teams to understand their guests’ needs and personalise their services accordingly. They can track guest data from reservation to check-in to meal orders and preferences (see image below).

It also helps with reservation and seating arrangements (see image below), point of sale (POS) and property management systems (PMS), and automatically tagging guests according to preferences and providing upgrades or experiences according to their profiles. This software also helps Mandarin Oriental with marketing automation and engagement tools like email automation, review aggregation and special offers. 

Mandarin Oriental can capture approved guest data points including personal, preference and transactional data that can then be used both in- and post-service to drive repeat visits through direct reservations across the Group. Similarly, you too can ensure that your customers delight in experiencing your product or service and come back for more. Check out how your travel business can improve customer experience here .

11. Voice Search

With Amazon Alexa, Siri, Google Home and other smart devices becoming mainstream, voice search now must be a part of your travel marketing strategy. A growing number of customers are turning to smart phones and devices to make hotel, flight, and transport bookings, using online travel agencies. Besides offering this kind of service, marketers can also optimise web content to capitalise on voice searches. Hotels are increasingly using smart hubs within their hotel rooms, improving the customer experience. 

A good example of voice search in action within the travel industry is seen in this video, focused on the Expedia skill for Amazon Alexa. This provides a voice-activated means of managing your upcoming travel and booking holidays.

Check out this article to understand how you can optimise your website and content for voice search.

12. Personalised or Targeted Marketing

Personalized travel experiences are one of the most significant trends within the tourism industry, with some brands already jumping on the bandwagon. According to a report, 69% of travelers will be more loyal to a provider that personalizes their experiences. For example, check out this Hilton Hotels virtual guide, a part of the Hilton Honors application. 

The app accompanies guests during their stays. It provides suggestions, recommendations, activities, resolves doubts, and more. If the guest is looking for the hotel spa, the app helps them get there, and may even send them an exclusive deal on the way. Guests can also check in using the app, control the devices that are connected to their room, and use it as a key. Not only that; app users also collect points they can share with friends or redeem on Amazon. Pretty cool right!

Personalised or targeted marketing can include AI based recommendations, targeted emails, text messages, and even remarketing campaigns. Check out this guide to travel personalisation to understand what kind of travel marketing strategies you can adopt to follow this trend.

Wrapping Up

So these were the top 12 trends you can leverage as a part of your travel marketing strategy. If you found value in this article, you definitely want to check out this ready reckoner of top video ideas that you can create in the travel space. Do share this with your friends and drop-in questions you may have on tourism marketing.

For more quick tips and hacks on editing and creating videos, subscribe to InVideo’s YouTube Channel . Finally, if you’re looking to create thumb-stopping videos in minutes (even if you’re not a PRO)- sign-up for a free account on InVideo.io today. 

This post was written by Upasna and edited by Abhilash from Team InVideo

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Embarking on Your Travel Business Journey

Kicking off a travel business in today's flourishing tourism industry can be an exhilarating adventure, brimming with opportunities and boundless potential for creative entrepreneurs. The initial step involves diving deep into market research, understanding the desires and pain points of your target audience to tailor unique, unforgettable experiences. Crafting a compelling brand identity that resonates with your audience is absolutely crucial, setting you apart in a sea of competition. Equally important is establishing a robust online presence, weaving the essence of your brand into an engaging website and vibrant social media platforms. Partnering with reliable suppliers and understanding the legalities of the travel industry will solidify your foundation. By infusing every aspect of your venture with passion and meticulous attention to detail, setting sail on this journey promises not just profitability but also the joy of creating lasting memories for your clients.

Understanding the Market Dynamics

The idea of launching into the travel industry might seem glamorous at first glance, but it's crucial to understand that like any business, it comes with its own set of challenges. One significant obstacle many face is grasping the ever-changing market dynamics. Consumer preferences can shift rapidly; what's trending today might not be tomorrow. Additionally, global events can have a monumental impact on travel patterns and destinations' popularity. It's essential to stay informed and flexible in your business model to adapt as necessary.

Dealing With Intense Competition

Another hurdle is the high level of competition within the travel industry. From giant online travel agencies to niche boutique firms, standing out can be daunting. Crafting a unique selling proposition (USP) is more than just beneficial--it's imperative for survival. This involves not only identifying your target market precisely but also understanding their needs on a level deeper than your competitors do. However, it's important to view competition as a motivator rather than a barrier.

Finding Reliable Suppliers and Partners

To run a successful travel business, forming strong partnerships with suppliers is vital. These relationships can make or break your company, especially when you're starting out. The challenge lies in finding reliable partners who share your commitment to quality and customer satisfaction. Negotiating contracts that protect your interests while fostering mutual growth takes skill and patience. Building these partnerships early on will lay a solid foundation for your business.

Navigating Legal Requirements

Understanding and adhering to the legal requirements of running a travel business can seem overwhelming at first. Different regions come with different laws regarding licensing, insurance, and consumer protection. The key here is to conduct thorough research and possibly consult with legal professionals specializing in travel law. Ensuring compliance from the beginning saves you from potential headaches down the line. It also builds credibility with your clients, proving you're serious about providing responsible and professional service.

Building an Online Presence

In today's digital age, an online presence is not just beneficial; it's essential for success in the travel industry. This goes beyond having a visually appealing website--although that's an excellent start. Your online strategy should include engaging social media profiles, SEO-optimized content that speaks directly to your target audience, and perhaps even a blog filled with useful information and inspiring travel stories. Mastering these digital channels helps you connect with potential clients worldwide. Remember, consistency across all platforms reinforces your brand identity and helps build trust with your audience.

Boost campaigns with 250+ editable templates. Save, reuse, and wield design tools for business growth.

Creating Compelling Content

The internet is saturated with content, making it challenging to capture attention amidst the noise. However, creating compelling content that resonates with your target demographic can set you apart. This includes breathtaking photography, captivating video tours, insightful articles, and interactive web features that engage users deeply. Authenticity is key--people want genuine experiences they can relate to rather than just another sales pitch. Effectively telling your brand story through various content forms can significantly drive engagement and conversion rates.

Leveraging Technology for Efficiency

Efficiency is crucial in managing any business, but it's particularly vital in the fast-paced world of travel. Leveraging technology can streamline operations, from booking systems and customer relationship management (CRM) tools to automated marketing campaigns and data analytics platforms. These technological solutions not only save time but also provide invaluable insights into your business performance and customer preferences. Choosing the right tech stack requires careful consideration of your specific needs and budget constraints. However, investing in technology early on can pay dividends by enhancing productivity and customer satisfaction.

Utilizing Design Tools Like Desygner

In building an enticing online presence or creating marketing materials, design plays a pivotal role in conveying your brand's ethos effectively. Not everyone has access to professional design services or possesses graphic design skills themselves--that's where tools like Desygner come into play. Desygner offers intuitive design solutions that enable entrepreneurs to craft beautiful visuals without needing extensive design experience. Whether it's customizing templates for social media posts or designing brochures that pop off the page, utilizing such tools empowers you to take control of your visual narrative affordably and efficiently.

A Journey's End to Your New Beginning

Embarking on the journey of starting your own travel business is akin to setting sail into a vast ocean of possibilities. It requires not only a steadfast spirit but also a well-equipped vessel. Throughout this guide, we've charted the course from conceptualizing your unique value proposition to navigating the complex legal and financial waters. As we dock at the conclusion, it's essential to reflect on the critical takeaways that will ensure your venture is not just a fleeting escapade but a lasting enterprise.

Firstly, understanding your market cannot be overstated. The travel industry is as diverse as it is dynamic, and finding your niche is paramount. Whether focusing on luxury travel, eco-tourism, or cultural experiences, tailoring your services to meet specific needs will set you apart. Moreover, building relationships with suppliers and partners will bolster your offerings and provide customers with unforgettable experiences.

Secondly, technology is your ally. In an era where digital presence is non-negotiable, leveraging tools like Desygner for stunning visual content, alongside robust booking systems and a user-friendly website, will significantly enhance your competitive edge.

• Identify your niche in the travel market
• Develop a comprehensive business plan
• Navigate legal requirements with professionalism
• Secure funding through innovative strategies
• Create unforgettable experiences for your customers
• Leverage social media and SEO for marketing
• Build strong partnerships within the industry
• Incorporate tools like Desygner for marketing materials

In closing, stepping into the world of travel entrepreneurship is both exhilarating and demanding. With meticulous planning, unwavering determination, and harnessing the power of technology and partnerships, you are well on your way to creating a successful travel business that stands the test of time. Remember to stay adaptable, continue learning, and always keep the customer's experience at the heart of everything you do.

Ready to embark on your journey? Sign up at Desygner today to kickstart your travel business with captivating visual content.

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Travel MLMs: What You Need to Know

We’re about to get a little bit controversial here and chat up on travel Multi Leveling Marketing (MLM) travel businesses and how they differ from a host agency . Our goal is to make sure that people who want to become travel agents don’t end up hoodwinked by promises of a travel MLM. We want to help agents differentiate between full-service travel companies like host agencies (which support agents to sell travel) and travel MLMs (which tend to emphasize selling memberships).

Every so often an aspiring travel agent stumbles into a travel MLM thinking it functions like a host agency. But that’s just not the case.

Before I launch in, I want to say that this truly is not a “host vs. MLM face-off” or anything of the like. No way. We’re all about peace, puppies, yummy green matcha drinks, and trumpets over in our neck of the woods. If you want to go with a travel MLM and you know what you're getting into, go for it.

Rather, our goal is to educate folks to ensure they fully understand the business model they’re entering into. Every so often an aspiring travel agent stumbles into a travel MLM thinking it functions like a host agency. But that’s just not the case. Host agencies and MLMs are two different types of businesses. I'd say they're like apples and oranges, but it's really more like apples and elephants.

This article discusses those differences. We at HAR want to make sure you’re finding the support that is the right fit for you and your travel agency.

HAR Shares Their Feelings On Travel MLMs

Let me cut to the chase: If you're a travel agent or an aspiring travel agent who wants to earn money planning trips and selling travel, we here at HAR do NOT think a travel MLM is a good option for you. No sirree. Not by a long shot.

The HAR crew has mind-melded on the travel MLM issue. Originally, when this article was first published, we didn't even list MLMs on the site. Since then, we decided it's important to list them because our whole purpose is for travel agents to make informed choices. So here's the drill: if you see an MLM or an MLM hybrid (more on hybrids soon), you'll notice an alert on their profile. Like so:

Why do we advise such caution? It's our opinion that MLM travel business models use deceptive advertising, prey on people who are at an economic disadvantage and do not provide adequate support to serious travel agents.

At the end of the day, our site caters to readers who want to focus on selling travel, not subscriptions. What do I mean by that? Well let me back up and explain.  

What Is An MLM?

It's very rare that a travel MLM will come out and say, "Hey! We're a travel MLM!" However, there's often some coded language and jargon used that will alert your spidey senses: MLM marketing is also called “network marketing” and “direct sales,” so if you see a website throwing around that terminology, they’re probably talking about an MLM business model.

An MLM expert, Robert FitzPatrick, published a study that covered 10 publicly traded MLMs at its time—including the now-defunct travel MLM, Your Travel Business (YTB). What did he find? In short this: ". . . 99% of all [MLM] participants received less than $10 a week in commissions, before all expenses ." 1

With the exception of YTB, the study takes a broader look at MLMs . . . not just travel MLMs. How do travel MLMs compare? One thing travel MLMs have in common with other conventional MLMs is the high rate of failure. Lets dig in.

What Is A Travel MLM, Specifically?

Many travel MLMs are not required to publicize their income disclosure statement (they're not publicly traded). Those that do share their disclosures (in the name of transparency) present a pretty grim picture when it comes to income potential. 

For example, travel MLM Dream Trips (formerly WorldVentures) reported in 2019 ( the most recent disclosures available from July 2018 to June 2019) that 14.6% of all Representatives earned a commission or a bonus. 85.4% earned nothing or operated at a loss. The average commission/bonus earnings of all reps were $354.31, including the ones who made $0. If you take out the group who made nothing (or operated at a loss), you get an average of $2,425.55 and a median of $50.00. But the annual cost to join Dream Trips is a minimum of $769.89 in its first year ( source for annual fees ). (It may not come as a surprise to our perceptive readers that WorldVentures has declared bankruptcy, attempted an acquisition, and rebranded as Dream Trips, all since 2019.)

MLM's also use their own jargon for their travel agent members. If you're with a host agency, it's 99% likely that they'll refer to you as an "independent contractor," or travel business. They actually use this wording to make their offer more attractive. Be your own boss! Work independently! A travel MLM will more likely refer to its participants with terms like: representatives (PlanNet Marketing), builders (Surge365), referring travel agent (YTB) . . . you get the gist.

In travel MLMs, the dominant revenue stream is from selling memberships to recruits, not commissions from selling travel.

Travel MLMs get real shady when they make more money by recruiting other sales reps into the organization than they do actually selling a product (in this case, travel). This is entering serious pyramid scheme territory. And that’s a major DANGER ZONE folks.

Like any other MLM, travel MLMs have two revenue streams for its members:

• Commissions from selling a product (in this case, travel) directly to clients.
• Commissions, overrides, or kickbacks on membership sales from recruiting others into the organization.

The recruits are considered the "downline," and travel MLMs will try to entice you with promises that residual (or passive) income will trickle down from the upper echelon of the downline. (*cough* pyramid scheme.) 

You know how in most sales situations, you make the bulk of the commission on the product? Well, with MLMs, the people above you are the ones raking in the dough. (*cough* pyramid scheme).

What makes a travel MLM different from other MLMs (like Amway, LuLaRoe, Herbalife, etc.) is that reps don’t have to buy any product to sell like leggings, makeup or vitamins. ( However, oddly enough, some travel MLMs do also try to push selling vitamins and energy boosters!) In some ways, not having to buy products makes a travel MLM less risky in terms of financial investment (but not without risk).

What travel MLMs do have in common with other conventional MLMs is the high rate of failure.

Yikes. Oh, but there's more. Soooooo much more.

The infographic below magnifies average travel MLM earnings from income disclosure statements. The data based on three travel MLMs that publicized income disclosures. (Unsurprisingly, many travel MLMs do not provide public income disclosure statements.)

As you can see from the infographic, WorldVentures dismal income potential is not the exception, it's the norm. But despite the grim earnings outlook, the disclosures mask comprehensive data that points to even more dismal income potential.

The MLM Hybrid/ MLM-Affiliated Model

[Editor’s note: This section was added Oct. 12, 2018 and updated Oct. 27th, 2023.]

Almost daily people have been writing in asking me about InteleTravel host agency. I’ll admit, I didn’t want to go too deep into InteleTravel when I first wrote this because I knew I’d already be kicking a hornet’s nest. But here I go now, about to take a swing at it.

While InteleTravel is not an MLM, anyone who wants to sign up with them must go through their MLM marketing arm, PlanNet Marketing

While InteleTravel is not an MLM, anyone who wants to sign up with them must go through their MLM marketing arm, PlanNet Marketing, in order to sign on. And this is where it gets a little sticky.

Typical of an MLM, earnings from PlanNet Marketing do not compensate for the level of investment required. You can see the income disclosure in the infographic, but here’s the cliff notes: 76.92% of PlanNet Marketing reps (who may or may not be InteleTravel agents) earned zero—no commissions or overrides. In 2019, the annual average income for a PlanNet Marketing independent representative on the "Rep" level (the entry point) was $140.57. 2 .

When I reached out to InteleTravel's customer service about trying to sign on without going through PlanNet Marketing, here's what they had to say:

Thank you for your interest in InteleTravel.com. Currently, registration to become an Independent InteleTravel Agent is closed. After 25 years in business we are pleased to have reached our optimum size as a travel sales network and are not accepting any more applications. InteleTravel has always been proud of our Agent training & Customer Service standards, so to maintain the highest level of service we are closing our new Agent registration until further notice.

We recommend keeping in touch with the person that told you about our program so you can be notified when it becomes available.

This however is misleading, because people are still able to sign up through PlanNet marketing. PlanNet Marketing is not only the gateway to becoming an agent with InteleTravel. It remains the only way to get signed up with InteleTravel. This is a huge red flag.

If one wants to steer clear of the the MLM and sign up for InteleTravel only, they may be pressured (depending on the rep they purchased their agency through) to also sell ITAs (InteleTravel travel agencies) through PlanNet Marketing. A PlanNet Marketing rep will send you their personal page to sign up.

It looks like this: 

The small print (on the image below) also indicates you can only enroll through the PlanNet Marketing rep account first if you're interested in joining InteleTravel.

Several InteleTravel agents I spoke with (who I will not name for privacy purposes) have reported that an InteleTravel agent is not required to sign up for PlanNet Marketing to sell ITAs . The important thing to know is that when you sign up for InteleTravel, you'll be a part of someone's downline whether you personally participate in the MLM side of things or not. When host agencies rely on these MLM marketing arms, we call them "MLM hybrids."

Though InteleTravel is not technically an MLM,  for us there are red flags with InteleTravel due to their reliance on PlanNet Marketing's MLM branch.  

This might be more information than you ever wanted to know. However, InteleTravel is one of a handful of host agencies that partner with MLM marketing branches in the same way and we want you to be informed! (Archer Travel, who affiliates through Evolution's MLM marketing branch is another.)

Do you know of other travel MLMs or MLM hybrids that are not mentioned in this article or infographic? Drop a comment below!

A Note on Travel MLM Income Disclosures

What can you find out from an income disclosure? If a travel MLM provides an income disclosure, you can typically find out:

• The average earnings for active reps at different tiers (*cough* steps on the pyramid).
• The period in which income was earned.
• The percentage who earned some and/or no income during that period.
• Average estimated hours worked

These income disclosures are in stark opposition to the implications of all the residual income and free trips these travel MLMs focus on for their marketing.

But there's a lot that an income disclosure doesn't tell you. The FTC published a pdf chapter from Jon M. Taylor, PhD 2011 book, "The Case For (and Against) Multi-Level Marketing." Here, Dr. Taylor cautions those interested in MLMs to ask about attrition (dropout) rates. Here's what he says:

" Prospects should ask their recruiter to furnish the company’s attrition (dropout) rate; i.e., the percentage of recruits who sign up only to drop out within a year — and over a five or ten-year period. If they can’t or won’t furnish it, you can assume that it exceeds the minimum of 50% per year . . . Over a five-year period, at least 95% typically have left the company; and usually after ten years, nearly all but those at or near the top of their respective pyramids will have dropped out." Source (pg. 6)

Herein lies the illusion of transparency when it comes to a travel MLM's income disclosure : As bad as the disclosures look already, it gets even worse. The info included does not (and is not required to) offer to a complete picture of earning potential of MLMs, which can further mask losses. 

Many income disclosures will not include information such as: 

• Churn Rate & Attrition:  How quickly reps turnover and leave the MLM. The data may only include the number of reps who are still signed on with them at the end of the disclosure period, and does not account for the number of reps who left within that time frame. 
• Total Number of Distributors at Different Levels of the Organization:  This masks the total number of reps and distributors in general, then further obscures the data by not revealing how many reps sell at what level. How does this affect things? It skews the average income of the typical rep since the income spread between the bottom and top of a pyramid scheme can be significant (hundreds of thousands or even a million).
• How Much Income is from Travel Commissions:  The data also does not disclose what percentage of the income earned is from actual travel commissions (vs. residual income from referrals).
• Definition of "Active" Distributor:  Is active defined as someone that has sales during that period? Or any distributor paying fees? We have no idea. 

And this is really just the tip of the iceberg. There's a ton of other juicy information that many MLMs (not just travel MLMs) conceal in these types of statements. 3

How Did Travel MLMs Start Getting a Bad Rap?

The shady reputation of MLMs certainly is not limited to the travel industry, but when it comes to travel MLMs in particular, it was the rise and fall of YTB (Your Travel Business) that really left a bad taste in the mouth of the travel industry.

Long story short: YTB was modeled after a typical pyramid scheme structure that preyed on hopes of those who were economically vulnerable with promises of get-rich-quick schemes that required little time and relatively low financial investment.

At the time they shut their doors, 85% of YTB’s revenue was from selling memberships and materials for marketing courses to new recruits rather than travel sales. This from a company that had claimed you were a travel agent!

And there’s more … guess how much the average YTB rep earned each year? The average annual commission paid to a YTB rep was $44.29. Sounds bad, right? Well it gets worse, because 81% of all YTB reps earned no money at all, and 4% of YTB reps (those at the top of the upline) received 96% of all commissions paid to the company.

And the travel MLMs' habit of primarily booking personal travel (rather than travel for consumers) is something vendors noticed. Vendors felt that non-professionals were exploiting travel agent benefits (such as FAM trips) for personal gain. So much so, that many travel vendors severed ties with YTB.

TW image sources here , here and here .

YTB was subject to lawsuits from CA, IL, as well as a class-action lawsuit and eventually went bankrupt. But the vestiges of YTB exist today in modern-day travel MLMs. The founder of YTB (J. Lloyd “Coach” Tomer) is now the Chief Visionary Officer for Surge365.

David E. Manning was president of now-defunct Travelworks International, Inc. and is currently the president of Paycation (which now shows up as TraVerus, over which he also presides) and he is also the chairman of XStream travel. All of these are travel MLMs.  4

MLMs will often run strong for a few years, but implode once they get too big to sustain themselves. The MLM will then close its doors and the founders will start a new one, or rebrand and operate under another name. 

Travel MLMs Today

Travel MLMs were something of an uncharted territory for me. So when I started by digging in to the Google-verse, I was surprised to find how little concrete information was provided about joining a travel MLM organization on their site.

Travel MLMs and MLM hybrids offered little to no concrete information about commissions, backend support, Seller of Travel  (which you need if you’re selling travel in certain states), E&O insurance —not even basic information about joining without signing onto their email listserv or participating in a sizzle call. Heck, many of these sites don't even include profiles of people who run the business. So if the only way to get support for your agency is to send an email to an address with no name or employee attached to it, I'd be wary. By and large, they offered a lot of promises without any information to back it up. 

My search for the travel MLM Paycation redirected me to the site TraVerus which included zero information listed above. Instead it has a video that promotes deeply discounted travel in pursuit of a lifestyle that allows for all the time and money you need to travel all you want. And, let’s be honest, who doesn’t want that!? It also promises, “the richest compensation plan in the direct selling industry” without offering any data to back it up. Suspicious, if you ask me.

Travel MLMs have gotten smarter. No longer will they make promises of how much income you can earn in a month (because, according to the FTC, they need to be able to provide support of any income claims 5 ). Rather, they make appeals to lifestyle and promises of free or discounted travel. 

This "Your Travelution" promotional video clip outlines some of the misleading and manipulating marketing strategies travel MLMs will use to try and recruit members:

Halfway through the TraVerus video below, it attempts to sell you on a nutritional supplement (another MLM product), which reps, in turn, would sell to others—verging from its original appeal and trying to woo you with promises of feeling and looking great while you lounge on the beach. 

When I visited the Surge365 site, a travel MLM launched in 2015, you have to attend a “sizzle call” to get any concrete info on joining. When I checked out their Founder’s Circle, only 1 of the 22 founders mentioned any travel agency experience in their bio. The rest had either come from an undisclosed travel company (cough, cough, probably another MLM) or had a non-travel related background. Odd for a company that purports to sell travel.

Some travel MLMs such as WorldVentures (which filed for bankruptcy in Dec. 2020) do not allow their reps to book directly with vendors . Rather, vendors require that travel bookings are made through a designated MLM HQ, where the MLM permanent staff (not any of its members) make the actual booking for agents. This may sound nice but the downside is that you're not in control of your reservation. This is problematic if you sign on believing you’ll be able use vendors’ travel agent portals, call in direct to the travel agent support lines, and build a relationship with the sales reps.

Ultimately, I was just really confused. I was left with more questions than answers. Which I interpreted as “proceed with extreme caution.”

And The Oscar Goes to . . . A Travel MLM Mashup!

Steph put together a great travel MLM mashup video to illustrate exactly how MLMs and their reps operate by preying on vulnerabilities, making big promises with zero info to back them up, and how they eventually become saturated and collapse (yes, it's essentially a more entertaining version of what I just wrote 🙂)

If you're still not convinced, and you want to give MLMs a shot, the FTC has a resource page with some great questions to ask your sponsor before signing on with an MLM. 

How Is a Travel MLM Different from a Host Agency?

We’re pretty host-happy on the site. If you want a refresher on what a host agency is, this article is a good start . From there, I promise you that Pandora’s box of host agency info will be opened. With that in mind, we know that the host agency model is not for everyone. But we do think a it’s a pretty dang good option for new agents to consider.

But how is a travel MLM different from a host? At its most basic, the major difference is what comprises their revenue stream. Host agencies don't earn money unless you sell travel (not so with a travel MLM, that makes more money from membership sales.) This means that hosts are motivated to support you to sell as much travel as possible.

In fact, if you want to become a travel agent with a focus on creating a client base, receiving a constant travel education, building relationships with suppliers, and providing great customer service over recruiting other sellers, I’d steer you (far) away from an MLM and direct you to a host agency.

Is the Travel Organization I'm Considering an MLM?

That's a good question, and we want you to know the answer. So we created a nifty quiz you can take if you're unsure whether or not your travel company has the trappings of a travel MLM:

A Travel Agent Chats On Why He Switched from an MLM to a Host Agency

I spoke with Chris Dowd, independent travel agent and owner of T.O.T.O Vacation , about his experience with

WorldVentures travel MLM and why he decided to go with a host agency in the end.

Chris was with WorldVentures for about a year, and mentioned he joined that MLM, “more for their personal travel program, rather than trying to sell travel.”

Ultimately, Chris was disappointed in the expense and difficulty of booking travel with WorldVentures and decided to switch to a host agency in order to focus on selling travel.

Chris offered some really insightful and balanced reasons why he made the change, and chatted on the pros and cons of the MLM model. Here’s what he had to say (verbatim) about his experience:

The WorldVenture Allure

“They promised travel discounts: they would build packages for places that were off-peak . . . The problem I had with them, they would put out their best stuff on a Tuesday for 30 or 40 days in advance. To try and go to someplace like Costa Rica in 45 days is nearly impossible. So unless you were retired and could drop everything and get out and do it, it was very difficult to take advantage of the discounts.” "

[Editor's Note: Travel MLMs do not have access to exclusive deals and members do not get to travel for free.]

WorldVentures Focus on Membership Sales

“They did push selling memberships to others. It was more of a travel club. WorldVentures provided a lot of backend support for selling more of MLM stuff. So it was definitely focused on the MLM aspect. When you built your downline you got a piece of everything they brought in. You really got much more money just from the money people spent with the travel club. To be perfectly honest, I’m still friends with a couple of guys that have done very well with WorldVentures. They’re not making money selling travel, they’re making money on selling subscriptions. ”

Difficulties with Booking Through WorldVentures

“We booked an Alaskan Cruise through them and were really disappointed. It was very hard to make payments and hard to book it. You have to book through WorldVentures who would then contact the supplier . . . Because it was a cruise, you couldn’t book it through the [WorldVentures] website. There was a small commission of $50 and $60 between the both of us. I really had no control over anything. Now [with a host agency], I can go straight to the supplier and work all those details out. I have a lot more control over the end product and customer service product.”

How Going with a Host Helped Chris Focus on Selling Travel

“I love the training that I get with [my host agency]. They provide hours and hours of video training and online seminars. I have a personal mentor that I can call and ask questions to. They can push me in the right direction. I’ve contacted them on a couple of large speculative opportunities on how to book and how to market it. There’s there a kind of experience there that I can draw upon.

They really want me to succeed, not by getting more agents in but by selling travel. You know what. I really feel they feel their success is contingent on my success. It’s empowering to know that these people really want me to succeed. I’m paying about 20% of what I was paying through WorldVentures.”

What is Your Take on the Travel MLM Model?

Per usual, we’re curious about your thoughts on MLMs! What has been your experience? What surprised you and what more would you like to know? If you sell travel through an MLM, what has been your experience? Give us a holler in the comments below!!

PLUS . . . A very special thanks to John Frenaye for offering his expertise on travel MLMs and to Chris Dowd who was willing to share his story with HAR.

[Editor's Note, this post was originally published in 2017. We updated it and republished it on Jan. 19th, 2021. On May 9th, 2022, we updated the FTC source to its new link.]

• Source: https://www.plannetmarketing.com/en-us/Income-Disclosure ↩
• Source: FTC : ↩

About the Author

Mary Stein has been working as a writer and editor for Host Agency Reviews since 2016. She loves supporting travel advisors on their entrepreneurial journey and is inspired by their passion, tenacity, and creativity. Mary is also a mom, dog lover, fiction writer, hiker, and a Great British Bake Off superfan.

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Small Business Trends

15 innovative travel business ideas for aspiring entrepreneurs.

As the world finally opens up for business, the beleaguered travel industry is getting its groove back. Not surprisingly, this is attracting a number of small business owners to explore travel business ideas.

What Are Travel Businesses?

Travel businesses primarily revolve around providing diverse services that facilitate and enhance the experience of traveling.

These services can range from arranging lodging accommodations, vehicle rentals for transportation, curated excursions, and immersive activities that allow travelers to deeply engage with the local culture.

While the travel sector primarily focuses on the logistics of transportation and lodging, it deeply intertwines with the broader tourism industry.

Together, they aim to create memorable experiences for tourists, catering to their varied preferences and ensuring a smooth journey from start to finish.

READ MORE: Build A Travel Business You Can Sell With These 5 Tips

Be sure to check out Income Hub’s article, “7 Travel Business Ideas Trending With Low Startup Costs,” after you’re done reading:

The Travel and Hospitality Industry

The unanticipated global pandemic wreaked havoc on the travel and tourism sector. Consequently, and for a prolonged two-year period, businesses worldwide faced unprecedented challenges as international and domestic movements came to an almost complete standstill.

However, there’s renewed optimism that this is the year the industry will make a triumphant comeback. The continued prevalence of flexible working arrangements has given birth to a new category of travelers – those combining work with leisure.

Responding to this change, the travel industry is innovating to integrate work-friendly environments, such as co-working spaces within hotels or resorts.

Furthermore, a significant shift towards sustainable travel is becoming increasingly evident. Today’s travelers are not just satisfied with basic eco-friendly initiatives. They are actively seeking out holistic, sustainable travel experiences.

This encompasses everything from choosing accommodations that practice waste reduction, opting for transportation methods with a smaller carbon footprint, to prioritizing dining options that serve vegan dishes and use locally-sourced ingredients.

Why You Should Consider Starting Your Own Business In Travel

From a commercial standpoint, this is perhaps the best time to start your own business in travel.

Let’s take a look at the factors that make this a lucrative business opportunity.

• Potential to earn more: As traveling regains popularity, there are abundant opportunities to increase your income.
• Choose your domain: Another great thing about starting a travel-related business is you have plenty of options to explore. For example, you may choose to specialize in a domain such as travel photography or travel consulting based on your interest.
• Do without an office: Thanks to digitalization, a number of small travel businesses have gone completely online. This saves these online business owners both time and money.
• Partner with other service providers: As a business owner in this sector, you don’t have to venture out alone. You can easily tie up with other service providers and offer a better deal to your customers.
• Low startup cost: Many small businesses prefer the travel industry because of the low startup cost. Depending on the scale you have in mind, you can keep your business profitable.

READ MORE: Small Business Ideas for Beginners

Our Methodology to Choose the Best Travel Business Ideas

When exploring travel business ideas, it’s crucial to choose concepts that are not only viable in the current travel market but also resonate with the entrepreneur’s interests and capabilities. Here’s the methodology we used to evaluate potential travel business opportunities:

Market Demand and Travel Trends (Rating: 9/10)

Assessing the current and emerging trends in the travel industry was our starting point. We focused on business ideas that cater to popular travel trends, such as eco-tourism, adventure travel, or luxury experiences.

Niche Market Opportunities (Rating: 8/10)

We looked for niches within the travel sector that offer unique opportunities. This includes specialized tour services, niche accommodation options, or catering to specific traveler demographics.

Low Initial Investment and Overhead (Rating: 7/10)

Considering the startup costs and ongoing operational expenses was crucial. We prioritized travel business ideas that require minimal initial investment and have manageable overhead costs.

Flexibility and Lifestyle Fit (Rating: 8/10)

The travel industry often allows for flexibility in terms of operation. We selected ideas that can adapt to the entrepreneur’s lifestyle, whether they seek full-time engagement or part-time involvement.

Profitability and Revenue Streams (Rating: 8/10)

Evaluating the potential for profit and diverse revenue streams was key. We looked for travel business ideas with a clear path to profitability, including opportunities for ancillary services and upselling.

Scalability and Expansion Potential (Rating: 7/10)

The potential for scaling and expanding the business was another important factor. We considered travel business ideas that can grow over time, either through geographical expansion, franchising, or diversifying services.

Personal Passion and Expertise (Rating: 8/10)

Finally, aligning the business with personal interests and expertise in travel is vital. We focused on ideas that match the entrepreneur’s passion for travel, enhancing their dedication and satisfaction.

By applying these criteria, we aimed to identify travel business ideas that not only promise profitability and market relevance but also align with the entrepreneur’s passion for travel and lifestyle preferences.

Popular Travel Business Ideas

Today, the travel business goes beyond setting up an agency. Thanks to customers who continue to look for better options, there are a number of profitable travel business ideas. Let’s explore some of these in detail.

1. Tour Guide Business

This is the ideal business idea if you don’t have the capital to invest in your business – at least not in the initial phase. To succeed, you should have knowledge about the location where you operate. You should also be based in a place that draws enough travelers.

2. Bed and Breakfast Business

If you want to turn your home into a business location, a bed and breakfast is the right option for you. To make it popular with many travelers, you need to offer a truly great experience. This includes having a real passion for hosting different people and making them feel comfortable during their stay.

3. Car Rental Business

Many travelers rely on cars to move around when they travel. For this reason, a car rental is the most obvious choice for many of these travelers. If you have experience with automobiles and their maintenance, this business can work for you.

4. Scooter Rental Business

Many leisure travelers prefer using scooters, especially when the weather is great outdoors. To be able to start this business, you should have at least 3-4 scooters. You should also have in-depth knowledge about scooters.

5. Travel Photography Business

If solopreneurship is your calling, starting a travel photography company is one of the obvious choices. As a travel photographer, you have the flexibility and freedom to travel, take pictures and make money. Moreover, if you’re truly talented, you can make a lot of money through the various stock photography websites.

6. Translation services

Another popular option for those who want to run their business independently is translation services. And this skill will come in handy when you are contending with customers coming from the outside. As such, your ability to converse fluently in more than one language is especially useful when you are in a busy town that sees a lot of travelers.

7. Medical Tourism

In recent years, medical tourism has become widely popular in various parts of the world. In addition to the modern medical sciences, many people are interested in holistic, traditional treatment options. It goes without saying you need to have the right credentials to be able to start this lucrative business.

8. Adventure Trips

Adventure tourism is a niche within the travel industry. Extremely popular with young people, it is a great service-based business. Generally, you will have to gain experience and credentials to start this type of business.

9. Event Planning

Another business model that pays pretty well is corporate event planning. As an event planner, you will be responsible for designing unique corporate events. Be that as it may, this is not a one-person business. You will need a personal assistant and some extra manpower to succeed.

10. Travel Blogging

Making money through their travel blog is a full-time job for a number of travelers. Therefore, if you have the passion to write and document your adventures, you can turn yourself into a social media influencer. Of course, competition on social media platforms is quite fierce, but with good content, you can easily stand out.

More Great Ideas for Traveling Businesses

With several options to choose from, zeroing in on the best travel business idea may seem challenging. The trick is to focus on where your passion truly lies. Let’s explore some more ideas for your business.

11. Coffee Shop

Travelers all over the world need coffee to keep themselves energized. A coffee shop, therefore, is a great idea to attract a client base. Your choice of location will matter greatly when you set up your shop.

12. Glamping Business

Glamping brings glamor to the fun outdoor activity of camping. The idea is to create a sophisticated ambiance for campers. Of course, you need a great location and the right services in place to succeed with this.

13. Kayak Tours

Many adventurous travelers enjoy kayaking. But since bringing a kayak is often not an option for them, they have to rely on local businesses. Fortunately, this is where you can make a difference and make money through adventure sports.

14. Water Taxi Service

Depending on the location, you can offer water taxi services to your customers. This business requires you to make a small capital investment.

15. Travel Agency

Setting up an agency is a great idea if you have the adequate knowledge and manpower to cater to your customer demands. Meanwhile, if you lack the manpower, you can work as an independent operator or partner with a major travel company.

READ MORE: How to Start a Travel Agency

Comparison of Popular Travel Business Ideas

To better assist aspiring entrepreneurs in selecting a suitable travel business venture, we’ve compiled a table that compares various business ideas based on their startup capital requirement and potential profitability:

Technological Adaptations in the Travel Business Landscape

As the travel industry continues to evolve, it is undeniable that technology-driven innovations are at the forefront of this transformation. From the emergence of smart hotels and immersive AR/VR experiences to the convenience of contactless solutions and the precision of AI-powered personalization, travelers are witnessing a revolution that promises a more seamless and efficient journey.

Here’s a closer look at some of these cutting-edge advancements :

• Virtual Reality (VR) and Augmented Reality Tours: While VR provides an immersive experience where users feel like they are in a different location, AR enhances real-world views by overlaying them with digital elements, such as historical information or interactive exhibits. Both these tools allow potential travelers to explore and interact with a location or accommodation before making a booking, offering an enriched pre-travel experience.
• Contactless Technology : Given the hygiene concerns post-pandemic, the adoption of contactless payments, check-ins, and digital room keys has increased, ensuring safety and convenience for travelers.
• AI-Powered Personalization : To enhance customer experience, businesses are increasingly leveraging Artificial Intelligence. AI tools analyze past travel behaviors to recommend tailor-made travel packages, ensuring a more personalized journey for each traveler.
• Environmental Monitoring Tools : With the rising emphasis on sustainable travel, some innovative platforms now offer real-time data on the environmental impact of travel choices. This can cover carbon footprints, energy consumption, and waste production, allowing travelers to make more informed, eco-friendly decisions.
• Mental Well-being Focus : Recognizing the pandemic’s toll on mental health, travel packages often include mindfulness and wellness components. Retreats, yoga sessions, and mental well-being workshops are becoming popular inclusions in travel itineraries.
• Smart Hotels: The concept of “Smart Hotels” encompasses automated room settings, robot-assisted services, integrated mobile apps, energy efficiency systems, and personalized guest experiences, revolutionizing the stay experience for travelers.

How Do You Start Your Own Travel Business?

Launching a travel business begins with a concrete vision and a meticulously detailed business plan. It’s pivotal to understand that while some niches in the travel segment might be lucrative, they may also demand a considerable initial financial outlay.

Thus, potential entrepreneurs should thoroughly evaluate their financial standing and possibly gravitate towards business models that are more budget-friendly, especially if initial capital is a concern.

Beyond finances, it’s crucial to introspect and understand the intrinsic motivations pushing one towards this industry.

Is it a passion for travel, an interest in other cultures, or the thrill of entrepreneurship? Recognizing this driving force can guide the business’s direction and ethos.

Image: Envato Elements

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April 9, 2024

TravelBoom Welcomes Mackenzie Livernois as Business Development Specialist

Myrtle Beach, S.C., April 1, 2024 — TravelBoom , the leading data-driven digital marketing agency for hotels, resorts, and vacation rental companies, is thrilled to announce Mackenzie Livernois as its newest Business Development Specialist. With a passion for communication and customer service, Livernois brings a wealth of digital marketing and client relations to her new role.

“TravelBoom is a great place to be, and business development presents an exciting opportunity for growth,” said Livernois. “I am eager to start working with clients to identify opportunities for driving direct bookings and increasing revenue. Building strong client relationships and providing tailored solutions are at the forefront of my goals.”

In her previous position as a Digital Marketing Consultant at Shift Digital, Livernois regularly audited websites for over 80 dealerships nationwide and provided expert consultation on email marketing practices. Before her role at Shift Digital, Livernois managed digital marketing at Dentsu, where she spearheaded social media campaigns and collaborated with internal teams to distribute company deliverables. Her experience includes a marketing position at Hour Media, where she managed social media accounts and executed various events.

“We are excited to welcome Mackenzie to TravelBoom,” said Pete DiMaio, COO of TravelBoom. “Her extensive marketing knowledge and passion for building client relationships will be fundamental to taking TravelBoom’s capabilities to new markets. We look forward to seeing her impact on the company.”

As a Business Development Specialist at TravelBoom, Livernois will assist independent hoteliers in identifying growth opportunities and implementing strategies to enhance their business. Her insights into the current landscape of the travel and hospitality industry will ensure that TravelBoom continues to provide cutting-edge solutions to its clients.

About TravelBoom

TravelBoom specializes in developing and executing customized data-driven marketing solutions that drive direct bookings and growth for its clients. With over 25 years of experience in digital marketing for travel and hotels, TravelBoom leverages advanced data science and analytics to uncover insights and develop strategies that greatly enhance results for its clients and reduce reliance on third-party channels. TravelBoom is also the host of the world’s #1 ranked Hotel Marketing Podcast and its quarterly Traveler Sentiment Study, both of which can be found at  www.travelboommarketing.com .

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Business Travel, Meetings, and Spend Management

American Express Global Business Travel (Amex GBT) is a leading B2B travel platform, providing software and services to manage travel, expenses, and meetings & events for companies of all sizes.

Business and Corporate Travel

The right solution is as distinct as your business. Explore Amex GBT's suite of solutions to see which can best help cover your needs. From simple to tailored to high-touch care - whichever way you go, they'll be behind you, helping to make every trip count.

Meetings & Events  

Amex GBT Meetings & Events provides unforgettable experiences created with our comprehensive management and suite of services for a single event or your entire meetings portfolio.

Amex GBT Neo1 (Neo1 TM )  

Neo1 is a single spend management platform enabling you to issue American Express virtual Cards to employees using your American Express ® Business or Corporate Card to help your business purchase, expense, and report on employee spending. 1 Enrollment required. Fees may apply.

1 Card enrollment required for eligible American Express Business and Corporate Cards. Separate enrollment with each of Neo1 and American Express is required to utilize combined product offering. There is no fee to generate American Express virtual Cards. Other fees on the Neo1 platform may apply. For you to make a Card payment through the service, the supplier must be an American Express accepting merchant. Please contact your Neo1 representative or email  [email protected]  to learn more.

GBT Travel Services UK Limited (GBT UK) and its authorized sublicensees (including Ovation Travel Group and Egencia) use certain trademarks and service marks of American Express Company or its subsidiaries (American Express) in the “American Express Global Business Travel” and “American Express GBT Meetings & Events” brands and in connection with its business for permitted uses only under a limited license from American Express (Licensed Marks). The Licensed Marks are trademarks or service marks of, and the property of, American Express. GBT UK is a subsidiary of Global Business Travel Group, Inc. (NYSE: GBTG). American Express holds a minority interest in GBTG, which operates as a separate company from American Express.

• Marketing Strategy

There are 18 Companies in Kyiv that provide Marketing Strategy Services!

Kyiv, the Ukrainian capital and largest city is one of the largest tech hubs in Eastern Europe and it also hosts offices of international corporations and numerous tech companies that provide workplaces and above-average salaries in the IT sector in Ukraine.

Discover Top IT Companies in Kyiv specialized in Marketing Strategy including Brand Identity, Brand Strategy and Positioning, Market Research, Marketing Planning and more.

In the dynamic world of business, a well-crafted Marketing Strategy is your compass to steer your brand towards success. Let's dive into the realm of Marketing Strategy services, demystifying what they entail, how they benefit your business, and how to make the right choice for your project. Marketing Strategy services form the cornerstone of your business's growth plan. These services encompass a range of strategic actions aimed at positioning your brand effectively in the market. From market analysis and target audience identification to goal setting and campaign planning, a robust Marketing Strategy guides your promotional efforts toward maximum impact.

Handpicked companies  •  No obligation to hire  •  100% risk-free

Explore Top Marketing Strategy Companies in Kyiv

Roman.ua Verified Company

We are PERFORMANCE MARKETING AGENCY. We work with Clients from niches such as e-commerce, IT-companies (SaaS, marketplace etc.) and B2B worldwide....

Sensters Verified Company

Digital Marketing & Creative Solutions agency rated as top digital marketing agency by Yahoo Finance!We are a digital partner for our clients help...

Mobihunter Verified Company

Kyiv ,  Ukraine Head office in: United States

Mobihunter is a leading creative mobile marketing agency providing User Acquisition, Advertising, Comprehensive Promotion, Influencer Marketing, and B...

RadASO Verified Company

We offer extensive solutions tailored for mobile apps, including:App Store Optimization (ASO)Apple Search Ads (ASA)User Acquisition (Google & Face...

Brain Tank Verified Company

Brain Tank is a full-service marketing communications agency focused on highly competitive Ukrainian markets. BRAIN IS A NEW LUXURY The Brain Tank in...

Mobilunity-BPO Verified Company

Mobilunity-BPO company with an office in the centre of Europe, dealing with outstaffing and outsourcing business processes. We are trusted by more...

Kiwi Agency Verified Company

The Kiwi Agency has been working in marketing for over 8 years and is very experienced in digital marketing We specialize in social media promotion...

Siliconfit Verified Company

SiliconFit.com offers a comprehensive suite of IT solutions tailored to meet the dynamic needs of businesses worldwide. From custom software developme...

AroundB Verified Company

AroundB is a remote professional Web3 marketing team for crypto, blockchain, AI, Web3, FinTech projects. Since 2016, we have collaborated with over 50...

Marshmallow Marketing

Result-oriented marketing experts. We develop effective marketing solutions. Our services: E-commerce marketing - maximize your sales with complex pro...

Kyiv ,  Ukraine Head office in: Switzerland

Media El is a Swiss management and process-oriented high-end execution with Ukrainian outsource creative and development specialists.  We specialize i...

Quadrate28 Corp

Founded in 2014 Quadrate28 Corp has grown to over 70 employees and now works with clients from US, EU, and Asian markets. Quadrate28 helps startups to...

DL Agency LLC

Incredible projects are born within teams that have the energy to create and make this world a slightly more beautiful place.  We love to argue produc...

Hella Good Marketing

We are not just another digital agency. Along with consulting we provide actual implementation, so we’re not just telling you what to do, but actually...

We are Vintage, the most awarded Ukrainian (UTC+2) web agency. Ukraine is well-known for its highly-educated developers, and we were lucky to get the...

Filter Marketing Strategy Companies in Cities near Kyiv

Dive deeper and find the company you need close to you or, from a specific city you prefer. Some of the best companies come from smaller places

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The ICT Industry in Kyiv: General Profile

Kyiv, the Ukrainian capital and largest city is one of the largest tech hubs in Eastern Europe and it also hosts offices of international corporations and numerous tech companies that provide workplaces and above-average salaries in the IT sector in Ukraine. 

Kyiv is also the home of more than half of all Ukrainian IT companies, which is an expected fact. With a significant number of international investors, Kyiv aims to draw attention to the local market, even more, prioritizing the development of the IT sector. 

The capital of Ukraine is also the home of over 41% of all existing developers in the country, or, at least it was until 2019 . Also here, more than half of all senior developers live in Kyiv, which again confirms the strong commitment of the city to develop the local IT sector and become one of the leading BPO centers in Europe. 

Out of 50 top IT companies in Ukraine have their offices in Kyiv, and all of them have employed more than 23K professionals within the sector. Samsung, Siemens, Huawei, Oracle, Snap, Ubisoft, Netracker, and Terrasoft are only a few tech giants that have their offices in Kyiv, mainly due to the local talent pool and relatively cheap workforce, compared to other countries, especially to those located in Western Europe. 

The average worker in the IT sector is aged between 25-30 y.o.  And around  84% have higher education , which is an impressive indicator both for the city and for the entire Eastern European region. 

Related to how well are being paid IT professionals in Kyiv, we can share several figures from different sources: 

According to Echoua research, software engineers have an average salary of $2100/mo, while other specialists like QA specialists and IT Project Managers get around $1500/mo. 

 However, based on another report from glassdoor , a developer has a yearly salary of $100K, which is $8.3K/mo. And based on the information provided by payscale , the average salary of a software engineer is estimated to only $1691or 47.168 UAH/year. 

Overall, Kyiv remains the largest tech center in Ukraine, and it aims to become the most important in the region, competing with Warsaw and Bucharest. 

What is Marketing Strategy and what are its benefits for your projects?

In the dynamic world of business, a well-crafted Marketing Strategy is your compass to steer your brand towards success. Let's dive into the realm of Marketing Strategy services, demystifying what they entail, how they benefit your business, and how to make the right choice for your project.

Marketing Strategy services form the cornerstone of your business's growth plan. These services encompass a range of strategic actions aimed at positioning your brand effectively in the market. From market analysis and target audience identification to goal setting and campaign planning, a robust Marketing Strategy guides your promotional efforts toward maximum impact.

A comprehensive Marketing Strategy involves a series of vital steps. It commences with a thorough analysis of your industry, competitors, and target audience. Armed with this insight, the strategy defines clear objectives, identifies suitable marketing channels, and outlines a roadmap to achieve your goals. It's a tailored blueprint that optimizes your resources, ensuring each marketing effort contributes to your overarching objectives.

Modern Marketing Strategy services leverage an array of tools and technologies to provide insightful guidance. Advanced data analytics , customer relationship management (CRM) systems , and social media monitoring platforms help craft strategies rooted in real-time insights. These tools enable you to track campaign performance, measure key metrics, and adapt your strategy swiftly to capitalize on emerging opportunities.

When it comes to Marketing Strategy, businesses have multiple routes to choose from. Specialized IT companies and digital agencies offer distinct expertise and resources to formulate and execute your strategy. Whether you're aiming to enhance brand awareness, drive sales, or both, these services provide tailored solutions to suit your unique goals.

Engaging with a specialized IT company or a digital agency for your Marketing Strategy needs unlocks several advantages. You gain access to a wealth of industry knowledge, market insights, and the latest trends. These partners help streamline your efforts, ensuring every marketing dollar is maximized. Additionally, their collaboration empowers you to adapt to changing market dynamics swiftly.

Choosing the right Marketing Strategy provider is crucial for a successful campaign. Seek a partner with a proven track record, relevant industry experience, and a clear understanding of your business's nuances. Transparency, effective communication, and a willingness to align with your goals are also vital traits to look for. A good provider should not only offer solutions but also foster a collaborative environment that nurtures innovation.

With over 6840 companies listed across 89+ countries, TechBehemoths.com simplifies your quest for the perfect Marketing Strategy provider. We enable you to compare providers based on their expertise, past projects, client reviews, and geographical location. It's a one-stop destination to make an informed decision, ensuring your partnership aligns seamlessly with your business aspirations.

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Troop-Starved Ukrainian Brigades Turn to Marketing to Attract Recruits

Many units, which say the official conscription system is dysfunctional and unwieldy, have started their own recruitment campaigns to fill ranks depleted in the war with Russia.

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By Constant Méheut and Daria Mitiuk

Photographs by Brendan Hoffman

Reporting from Kyiv, Ukraine

Skyscraper-sized billboards show assault troops in battle gear emerging from a ball of flames. On street posters, soldiers urge passers-by to enlist, proclaiming that “victory is in your hands.” Take a seat on a high-speed train and chances are high that a television will be advertising jobs for drone operators.

Slick recruiting campaigns brimming with nationalist fervor have become ubiquitous in Kyiv, the capital, and other Ukrainian cities in recent months. They are perhaps the most visible sign of a push to replenish Ukrainian troops depleted by more than two years of a brutal war — an effort that experts and officials say is crucial for fending off relentless Russian attacks .

But most of the campaigns are not the work of the country’s political and military leadership. They are the initiatives of troop-starved brigades that have taken matters into their own hands, shunning an official mobilization system that they say is dysfunctional, often drafting people who are unfit and unwilling to fight.

“These campaigns are much more effective because we’re getting exactly the people we need,” said Dmytro Koziatynskyi, a combat medic turned recruiter in the Da Vinci Wolves battalion, which started as a paramilitary wing of a coalition of far-right political parties after Russia’s 2014 annexation of Crimea.

The battalion, which has now been absorbed into Ukraine’s armed forces, is currently seeking about 500 new members and has advertised jobs as varied as medics, mechanics and sappers, combat engineers who clear minefields. Recruiters conduct lengthy interviews, trying to find positions that match candidates’ skills. People can opt out after a few days of training if they do not like it.

“It’s like a date,” Mr. Koziatynskyi said in the battalion’s recently opened recruitment office in central Kyiv, which is covered with logos of three wolves baring their fangs. “We’re trying to explain as much as possible what we are expecting from those people, and what they can expect from us.”

That is a big change from the army’s mobilization process, which does not allow people to choose their position. Many Ukrainians fear that, if drafted, they will be sent straight into trench warfare without much training. Critics also say the official recruitment drive is too aggressive and mired in Soviet-style bureaucracy and corruption .

Oleksandr Pavliuk, the commander of Ukraine’s ground forces, said last Sunday that criticism of the official mobilization process was unhelpful to the war effort. “We are changing, we see our shortcomings and we work every day to become better,” he said.

A senior Ukrainian military official, speaking on the condition of anonymity to discuss a sensitive topic, said that the brigades were free to run their own recruitment campaigns, but that the army monitored their activities.

In a war where soldiers are constantly under fire from drones and shells, the risks of fighting in frontline units like the Da Vinci Wolves remain very high.

But the brigade, like many others, has tried to allay people’s fears of what it means to join a military unit and appeal to their patriotism, using a public-relations campaign that has been far more extensive than the government’s few drab recruiting posters.

“It’s like a market,” said Myroslav Hai, an officer in charge of civil-military relations in the Ivan Bohun special forces brigade, which has fought on the front lines. “You must try to find people with marketing methods.”

Most of the brigades appear to support their advertising and recruiting activities by crowdsourcing appeals for labor and equipment. The Da Vinci Wolves brigade, for example, said it relied on a network of supporters to design and produce their ads and that its office was provided free of charge by the Kyiv City Council.

The need to replenish the Ukrainian armed forces has been evident for months. President Volodymyr Zelensky recently said that 31,000 soldiers had been killed in the war , a tally that most likely understates the true toll. Military commanders have urged him to increase the number of conscripts to make up for the losses and withstand another year of fierce fighting.

But a mobilization bill that could pave the way for a large-scale draft has been held up in Parliament for months.

Meanwhile, brigade officers have complained that the conscripts recruited by the official system are often too old, in poor health and unmotivated. Alina Mykhailova, an officer in the Da Vinci Wolves battalion, said that of the 200 conscripts the brigade had received, only 25 showed a desire to fight.

“Our task is to recruit volunteers faster, so that we get fewer of those people who are absolutely unmotivated,” Ms. Mykhailova said.

The unit’s Instagram page , followed by nearly 50,000 people, has been a key driver of that effort. In recent weeks, the Da Vinci Wolves have posted several videos explaining the work of sappers and drone operators , or featuring soldiers preparing for a ground assault .

A large poster of a former commander, Dmytro Kotsiubailo , who received a state funeral after being killed in fighting last year, hangs in the office alongside pictures of battalion members in civilian and military dress, suggesting that anyone can become a soldier.

Sitting at a desk, Evhenii Hryhoriev, a recruiter, asked Oleg Greshko, a thin 20-year-old with a small goatee, who walked into the battalion’s recruitment office on a recent afternoon, what he wanted to do. “Infantry,” Mr. Greshko replied quickly.

Another recruit, Maryna Kovalenko, who has been training with the battalion and plans to work as a clerk, said she had been drawn by the unit’s individualized approach. “Here, you have the opportunity to choose what suits you best and talk about it,” she said.

Many brigades have adopted this approach, mindful that as the war drags on people want to “choose and control their future in the army,” said Vladyslav Greziev, the head of Lobby X, one of Ukraine’s largest online recruitment platforms, which has created a special section for military jobs.

Mr. Greziev said that some 500 army units had posted jobs on the platform , with around 3,200 open positions and nearly 80,000 applications received. Candidates are invited to find a position that fits them by clicking on thematic hashtags that narrow down the search.

Brigades advertise many noncombat roles, such as a cook for military intelligence and a digital designer in an assault brigade , and have also promised good equipment and better training than conscripts receive.

Mr. Koziatynskyi, from the Da Vinci Wolves, said that “there is some competition” between units to attract the best recruits. He said that the Third Assault Brigade, a branch of Ukraine’s special forces, was “winning for now,” partly thanks to its strong presence on social media.

The brigade’s recruitment posters are hard to miss on the streets of Kyiv. They feature Ukrainian assault troops facing zombielike soldiers supposed to be Russians against a sunset backdrop. “Fight,” the posters read in large orange letters.

The unit has also tried to bridge the gap between civilians and military personnel, holding war games every few months with guns that shoot plastic projectiles outside Kyiv, where the public can mingle with brigade reservists and instructors.

Semen Gagarin, a 33-year-old manager at a honey-producing company, said he did not think the campaign would change the minds of those who refuse to serve .

But he acknowledged, standing by a recruitment poster in central Kyiv, that “it puts more pressure on everyone” and can convince people who have been hesitant about enlisting. Several friends at his gym have decided to join the Third Assault Brigade, he said.

“This is our chance to get motivated people,” Mr. Koziatynskyi said. “Everyone wants them.”

A picture caption with an earlier version of this article referred incorrectly to the section of the Ukrainian armed forces of which the Da Vinci Wolves are part. They now belong to the 59th Motorized Brigade, not the 67th Separate Mechanized Brigade.

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Constant Méheut reports on the war in Ukraine, including battlefield developments, attacks on civilian centers and how the war is affecting its people. More about Constant Méheut

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