Tourism Marketing

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Are you ready to learn more about Inbound Marketing strategies in the tourism sector? We have created a guide where you will find everything you need to know and all the steps to follow to implement successful strategies in your company through Inbound Marketing.

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Inbound Marketing, a fundamental tool for tourism development.

Tourism marketing has a wide coverage, from a small lodging place or tourist attraction to the positioning of a country as a tourist destination. Tourism is one of the most advanced sectors in marketing, where the digital world achieves a wide presence far above most business sectors.

The starting point in the development of a tourism marketing strategy is to have a clear definition of the value offer that clearly depends on the target to which the product is directed.

If you have a tourism business and want to know how to promote it, what strategies to apply and much more, then we recommend this guide to clarify all your doubts.


What is tourism marketing?

We can start by saying that Marketing is an art that needs qualified professionals to be able to connect the products and services of companies with potential consumers.

Many people do not distinguish well what Marketing is and confuse it with commercial and advertising activities. But marketing is much more than that. So, let's start by defining what marketing is for a better understanding.

Marketing is the science capable of detecting the needs and demands of a market segment to achieve the objective of satisfying it at the right time, at the right price and in the right place, using strategies that adapt and connect with that segment.

In the case of focusing on field tourism marketing, we simply apply these premises adapted to the characteristics that define the tourism sector and that we will see later. In the meantime, we can mention what tourism marketing is for Kotler, Diaz Martin and Witt and Mouthino.

Definition of tourism marketing according to Díaz Martín:

''Tourism Marketing is in charge of finding out what tourists want, developing the right services for them, providing them with information about the existing offer and giving them instructions on how they can purchase the service...''

Definition of tourism marketing according to Witt and Mouthino:

For them, tourism marketing is the process by which tourism organizations select their target public and communicate with them to understand and influence their needs, desires and motivations, at the local, regional and international levels, with the aim of formulating and adapting their tourism products. In this way, tourist satisfaction and organizational objectives are achieved simultaneously.''

Definition of tourism marketing according to Kotler:

Marketing (and marketing applied to tourism) is the science and art of attracting, maintaining and increasing the number of profitable customers.


How can I promote my tourism business with the Inbound Marketing strategy?

The successful implementation of an inbound marketing strategy for the tourism business is not an easy task. for the tourism business is not a simple task. It requires work, focus and commitment to the inbound methodology. A central tenet of this method is to remember that your customers don't want you to sell them your services. Your customers or potential customers want you to inform them so they can make their own decisions.


In tourism, marketing plays a very important role in how visitors learn about your business. But the way potential customers find information has changed a lot. Whether it's about the places they want to visit or where they've stayed. In other words, thanks to the proliferation of search engines, social media and online reviews, the old way of selling your travel destination is no longer enough.

Your marketing efforts should match the ways in which your customers search for information. Then more people are likely to discover your business. Ultimately, this means you won't lose money to your competitors.

Everyone in the travel industry has one thing in common: they want to attract more visitors. And inbound marketing for the tourism industry is the answer to achieve this. Especially because it helps to create an inbound funnel, ensures that your website is optimized for both search engines and your visitors....

Therefore, you can create a steady stream of visitors to your website that have the potential to eventually convert into customers for your brand.


Tourism and Inbound Marketing

Inbound marketing for the travel industry helps brands grow. As well as targeting marketing efforts to grow your customer database. And to retain your existing customers and help give them the content they want and need.

What is a buyer?

The buyer persona is a fictional and real version of your accountant. Most companies create several buyer personas to remember key members of their customer base. Studies show, however, that most of your business (up to 90%) probably comes from only two or four buyers before. Create a few buyer differences that match all you can create to create a difference between different types of customers that relate perfectly to your target customers.

A buyer persona is defined as a research-based profile that interprets your target customer. Simply put, buyer personas describe their ideal customers by identifying specific points, including their lifestyle, challenges, requirements and points. In tourism marketing, it is common to have multiple buyer personas, mainly due to multiple end users.

If a family is contemplating a vacation, the father, mother and children have separate personas, as they will have different criteria for evaluating a vacation plan.

If you've ever traveled to Europe, you must have heard of Expat Explore, one of the world's leading travel companies. If you visit their website, you will discover the different buyer personas that Expat Explore uses to attract and satisfy a wide range of travelers.

Some of the most important buyer personas of this travel company include Young, solo travelers, Young, group travelers, Travelers who prefer a coach, Travelers who prefer local experts, etc. Explore Expat has buyer personas based on locations as well, including Regional Tours in Italy, Eastern Europe Tours, Egypt Tours, etc. Having so many varied buyers helps Explore Expat to offer a wide range of packages and deals, which meets the requirements of all types of travelers.


How to develop a buyer's image?

Having a look-alike buyer isn't as easy as finding out some of the things you know about your regular customers. It relies on careful planning, data collection and everything in between. Here are some points to consider when you're preparing to create a simultaneous buyer.

Existing customers

Here's a little secret that most business owners overlook: the best source for extracting audience information is to analyze your existing customers. Find ways to talk to your customers: surveys, interviews, calls, whatever means you can use to interact with your customers effectively. Ask general questions such as why did they choose your company, what improvements do they want to see? You can also ask your social media followers and email list subscribers for feedback. The more information you have, the more likely you are to uncover their customer mindset, which will help you get an accurate buyer persona....

Market analysis


It is important to close the website and some media data and a better form. to understand your ideal customer. Look for trends only, identify what you think your customers are currently seeing and what they are not seeing, identify what is most surprising, most relevant. Start with your company's website; Analyze the demographics of your visitors, the keywords they use to find your site and the web pages they visit the most. This information will help you get a better idea of your visitors' mindset, requirements and desires.

You can also use your email marketing software to analyze the performance of your emails: what type of emails are frequently opened, which messages generate the most conversions, etc. This information will allow you to identify what type of content your customers and prospects prefer and what type of journey they enjoy the most.

Finally, you should also delve into social media statistics and analytics. Find out which types of posts get the most views and likes and which types of content are generally ignored.

The combination of all these data will help you to obtain useful data for planning the buyer personas of your travel business.

Review websites

Review websites have always been crucial for extracting feedback and reviews from users. But in the case of the travel industry, review websites can become gold mines for critical information about the pain points and expectations of your target audience. Some review websites to keep an eye on include. TripAdvisorTrivago, Trivago, WikiTravel, etc.
Industry information

Industry information is essential to create buyer personas. Check out the latest trends in the travel industry, what the latest travel habits and preferences are, what the experts are saying, etc. Having such information plays a key role in developing useful buyer personas.

You can find useful industry information on websites, publications, magazines and TV channels. You should also keep up to date with social media trends, as they are an excellent factor in determining current industry information....

Market research

You don't just want to consider your current customers when creating an effective buyer elsewhere. You also want information about personal charges. Mаrkеt rеѕеаrсh саn provide уоu wіth this vаluаblе information and help you уоu bеttеr undеrѕtаnd whаt уоur іdеаl саndіdаtеѕ аrе, hоw They іntеrасt оnlіnе, аnd whаt рrоblеmѕ They hаvе thаt They are lоооkіng tо ѕоlvе. Research your competitors' marketing strategies and find out what techniques they use to connect with their customers.

Inbound Methodology

The basic framework of the inbound methodology is divided into 4 steps: attract, convert, close and retain. These 4 steps can literally be applied to any business, including tourism:

1.- Attract

The attraction step of the inbound methodology is what gets you to drive strangers to your website to start learning about your business in general. This is usually done with blog posts that focus on specific keywords, phrases or topics that your customer wants to learn more about.

The identification of these posts is quite easy for the tourism industry. As in these examples:

A campground may write blog posts such as Ten tips for packing for your first camping trip.
A hotel in Miami may consider blog posts with titles like 5 luxury stores to visit when in Miami.
A music venue in Tokyo can write posts like 5 amazing hotels to stay at on your next music trip to Tokyo.

2.- Convert

This step attempts to convert these visitors into leads. To do this, you need their contact information, at least an email address and a name.

But in order for someone to give up their information, you must give them something in return. You can do this by creating a content offering, such as an eBook or webinar, that is valuable enough for them to exchange their contact information. Some examples might include:

A campground that writes an e-book titled The Complete Guide to Camping in Bran, Romania.
A music venue that creates a webinar in which they interview a renowned DJ.

3.- Close

In this step, you are converting your prospects into customers. This is usually done through channels such as email. This will bring you closer and closer to your potential customers to make a purchase, book a room, buy tickets, etc.

4.- Delight

It's all about keeping your current customers happy so that they are happy:

Remain customers.
They help you get more customers through word-of-mouth, positive online reviews and referrals...


What strategies are included in inbound marketing?

To help your future potential customers and attract them to your business, apply some of the best inbound marketing strategies for the tourism sector. Some of the most interesting ones are:

1.- Use a buyer persona to represent your ideal users.

Buyer personas are semi-fictional representations of your ideal customer. It is based on actual data and some guesses about demographics, behaviors, motivations and objectives...

This representation is used to form your inbound strategy: it helps you understand who you are dealing with. This way, you can better choose the type of content you need to create to engage them.

The buyer's image should be based on research and analysis. The easiest way to conduct this research is to ask questions of your current customers. For example, a hotel owner can ask his current customers questions such as:

  • Are you from here or from another country?
  • Are you traveling with your children, friends, partner or alone?
  • What do you look for in accommodation when booking a room?
  • What kind of activities do you like to do when you travel?

By asking these questions, the owner may find that he can focus on two main buyers: one from home and one from abroad. Each with their own interests and criteria for selecting a place to stay.

If the owner had not identified these trends, he would not have known the type of content he should create to attract new customers to his website. In addition, it is important to complement your buyer with a positive and negative persona in your Inbound Marketing strategy for the tourism sector.

2.- To understand the research process of your clients.

The process they go through to make a final decision, booking or purchase is often referred to as the buyer's journey. By knowing what the buyer's journey looks like for your selected buyer persona, you can tailor your interactions.

In this way, you will be creating value for your potential customer. And you'll also be taking care of them on the way to making a decision. The buyer's journey consists of three stages:

  • Awareness
  • Consideration stage
  • Decision.

By building a buyer's journey for each of your buyers, you will anticipate your research. As well as the types of questions, topics and search terms the potential customer will use. Knowing this, you can tailor your content creation to attract potential buyers that are appropriate for your website.

3.- Create valuable content for your user

This content can take the form of blog posts, webinars, toolkits, infographics and more. By tailoring your content to what your ideal buyer wants, you're likely to attract them naturally through organic search.

This search leads them to your website and begins to fill your funnel. For example, a hotel owner might write a blog post about Ten ways a weekend at a hotel will help you take a break from work.

So, knowing the buyer's journey and leveraging the results is another Inbound Marketing strategy for the travel industry. And this will make you stand out from your competitors.

4.- Distribute the created content

But, of course, the journey doesn't end with just creating content. You must also leverage that content. And use it in a way that helps you close sales.

The first step in leveraging your content is to distribute it. While you work and wait for the inbound engine to really take off, you should distribute your content on your own using social networks, newsletters and more. These tools will help you spread the word about your website while building an organic audience.

The second step is to make sure your content works for your brand. To accomplish this, your content must help you capture leads' contact information. This inbound marketing strategy for the travel industry involves the use of landing pages, powerful calls to action and personalized content offers.

You can convince your website visitors to provide you with their contact information. And use marketing automation strategies to send personalized messages to users in your database.

For example, if a visitor has clicked on the post Ten tips for packing your luggage for your first camping trip, they may see a call to action that asks them to download a content offer for an e-book called The Complete Guide to Camping Vacations ".

When you click on this call to action, you will be taken to a landing page promoting the benefits of the e-book. Then, to download the e-book, you will need to provide your contact information.

5.- Implementing effective email marketing strategies

One of the variables that most influences conversion in inbound marketing for the tourism sector is the development of email strategies. the development of email strategies. Once these contact details have been obtained, it is advisable to treat them as a priority, since they are the users most likely to make a purchase.

It is advisable to avoid sending e-mails that could be considered spam. And don't forget to include messages or information of interest tailored to the consumer's profile. For example, an alert informing about price changes. You can also apply it to the availability of flights, trains or accommodations previously searched for.

Types of buyers in the tourism industry

These are some of the most common tourist or buyer profiles you may encounter when doing your research in the travel industry:

1.- Backpacker / Explorer: They travel alone and like to mingle with the community and the environment. They are very active on the Internet (they usually share their experiences in different blogs) and look for exotic and uncrowded places. In many cases, they book a flight and look for accommodation once they have arrived at their destination.

2.-Single / Solo: Single people usually have a higher budget to travel than when traveling as a couple, group or family. The packages that are offered to this type of people tend to be always in the line of activities in which to meet other single people.

3.- Low cost: This type of travelers usually corresponds to a young audience, especially millennials. They look for the cheapest destinations and accommodations and know the best places to consult references, book their trips and organize activities.


4.- Respectful of the environment: They choose environmentally friendly companies and their preferred destinations are natural landscapes and small towns. They are aware of the social, economic and environmental impact that tourism generates in the destination, and that is why they look for options that are not overcrowded.

5.- Gastronomic: Gastronomic tourism is very fashionable. In addition to looking for good vacation destinations, people want to experience new flavors in these destinations and, of course, share them on social networks. There are tours and vacation packages that invite you to take a tour of the local gastronomy of each destination.

6.- Adults only: This type of travelers are looking for an accommodation where children are not allowed for a quiet or romantic vacation. They are usually parents traveling without their children, couples without children, etc.

7.- Business: Business trips are also an opportunity for sightseeing in the time off from work. They are usually short trips, so tours and guided visits are the best options for them.

8.- Adventurous: The adventurous tourist looks for strong emotions and activities that we could call unusual in the sense that they are not usual for a vacation, such as activities like skydiving, climbing, rafting, etc. Adventure tourism is gaining more and more followers.

9.- Luxury: These are traditional tourists of high standing. They look for tourist destinations full of glamour, in luxury accommodations and have a very high budget for their trips, both for the relevant reservations and to spend in the destination. They are usually adults, mostly from the upper middle class.

Emotional and experiential marketing in the tourism industry

Emotional and experiential tourism marketing manages to mobilize the customer's feelings, values and emotions long before the service meeting is even possible by activating their attitudes and desires. And all this by creating expectations in their minds. It is essential, therefore, that we know with absolute precision the target we are addressing and what their potential expectations are.

For this, the management of a large amount of data through the new technological tools (mentioned above) facilitates the personalization of messages, and also the implementation of neuromarketing strategies facilitates the strategies since this is a discipline that, based on a study, the brain understands the unconscious pattern that triggers the process of choice and purchase.

Emotional and Experiential Tourism Marketing is able to argue the reasons why the attention of tourists is conditioned to certain images that trigger emotion through the memory or the desire to experience scenes that merge with the experiences, lived or to be lived.

KLM, an example of emotional marketing

A clear example of Emotional and Experiential Tourism Marketing is the one carried out by the Dutch airline KLM and Amsterdam Schiphol Airport. Seeking personalization, the relatives of the people who are going to travel are encouraged to draw, paint or write on the headrests of the seats, specifically designed for this campaign, which they consider most appropriate to their desire to wish them a good trip.

The most heartwarming and sensitive farewell before takeoff. The campaign was originally called: Cover greetings, say goodbye just before takeoff.

Another example of Emotional and Experiential Tourism Marketing is a receptive tourism experience in London through guided walking tours of the city by homeless people, which through prior training by the organizers, the Sockmob Events / Unseen Tours and with the support of volunteers who help these people. They manage to incorporate a story with a personal perspective.

In this way, the tours were voiced by people who are generally silent, generating both a job opportunity for those who need it so much, and an unforgettable experience for tourists as they walk the streets and neighborhoods of London as told by those who live them so closely.

Tourism marketing trends

Tourism offers vary every year to adapt to the type of service users are looking for. These customers are increasingly specialized and therefore know what they want even before they talk to the travel business, having been informed online or otherwise of the destination they want to visit or the activities they can do there.

It is essential for the tourism sector to know what trends in tourism marketing they are. Here are some of them:

1.- Video marketing

The impact that video marketing generates on users is infinitely more attractive, making us more capable of identifying with the destination until we are completely convinced that we want to be there. The sense of reality is undoubtedly the most important aspect to make the image our greatest desire and generate in users the need to go to the destination during their next getaway.

The key to a positive content strategy is to have technological innovation in the tools you use. The conversion of future customers is based on the interest we are able to show and video marketing is the perfect way to achieve this.


On the other hand, social platforms already have the video format as a reference for further progress. Video replaces image for the most part and companies are increasingly incorporating platforms such as YouTube or Vimeo as a fundamental part of their marketing strategy where video is the protagonist.

Advantages of video marketing to attract travelers

Tourism video marketing is affordable for any business and is available to all types of businesses, even the smallest. You just need to think of content that might interest the potential traveler, a camera and a computer with an Internet connection to upload the video.
Video marketing allows companies to approach their target audience in a close and transparent way. Social networks such as Instagram, with its Instagram Stories tool, are an excellent way to get it to help position in the first search results and thus attract traffic to the site.
Short videos, but with a good message, arouse more interest than any other content.


2.- Narration

Tourist destinations often find it difficult to differentiate their offer and seem to forget that there is something that makes them unique: the stories behind each custom, each historical monument, its landscapes, its people. A good story has the power to attract attention, to fascinate, to teach, to transmit values, to excite and to be remembered.

Storytelling in destination marketing is basically applied in two ways:

In communication campaigns, often with video support.
To value the destination resources, creating new experiences.

The best stories are based on what people know, which facilitates emotional connection, and therefore impact and memory. The traveler is looking for authentic experiences related to the identity of the place. But, thinking about destination communication: what image do the locals have of themselves? What is the tourist destination really like? etc.

If you can get the potential tourist to see themselves having the experience, enjoying the destination, you will surely be able to convince them to take the next steps to book the trip.

Sometimes we may think we are repeating familiar stories. But even if you think the story has already been told, it has not. The story changes when it's told from your perspective. Be it visual, be it emotional.

3.- Mobile marketing

Given that Asia is the leader in smartphone penetration and consumption, everything points to the fact that investment in mobile marketing will grow seven times faster than in PC and even in television, a significant fact that does not lose the focus on advertising focused on these devices.

With mobile marketing trends within the tourism sector, we find:


Campaigns with vertical video ads: Large companies are testing this format and have noticed an 80% increase in ad completion. This trend will transcend beyond advertising and into longer-form video production as well.

Mobile video ads: The ability to not only capture a user's attention with a video, but also to redirect to a website or app plays a key role in the growth of the mobile video format.

Personalization of the mobile browsing experience: Today's customers want to adapt, so it is important to meet their needs and create personalized campaigns.

Mobile marketing automation: mobile marketing automation will enable the tourism company to collect and use data in a more actionable way and deliver personalized and timely messages.


4.- Online reputation

Taking care of the online reputation is very important in the tourism business since the opinions of other users can be key for the purchase or not. Offering transparency, having a responsive design, taking care of SEO and having a good customer service are important elements to have a good brand image.

Tourism is a sector very sensitive to bad opinions, a dissatisfied customer can mean the reservation of other users or not. The opinion of customers has always been a very important aspect in the management of the reputation of the tourism sector, but since the emergence of the Internet, the way to manage this aspect has changed completely, platforms and social networks, the way of managing this aspect has changed completely.

Therefore, you must comply with certain keys to have a good online reputation in your tourism business:

  • Do not create false expectations.
  • Take care of all the details of the stay you offer.
  • Try to highlight the company's strengths...
  • Be participative in social networks.
  • It provides personalized and non-automatic answers.

Content marketing strategy

A content strategy is nothing more than the creation and publication of content that attracts your potential customer by generating interest and providing real value. And that is exactly where the key to a successful content strategy lies: that it generates added value for your potential customer.

Content marketing has developed in recent years as a complementary strategy in the online marketing plans of powerful companies in the tourism sector or even as an alternative to Internet advertising for SMEs because it requires less investment.

Benefits of content marketing strategy

  • Build a solid foundation of reputation and online reputation based on mentions and recommendations.
  • Position the tourism business in Internet search engines so that it can be found through organic results, rather than through sponsored links.
  • To generate more traffic to your website, leads for your databases and sales.
  • Reduce your costs. Content marketing can cost up to 62% less than other marketing strategies.
  • Reduce the time it takes to drive someone to buy. This happens because of highly relevant and personalized content, which accelerates the movement of leads through the sales funnel and moves them more quickly to the purchase decision stage.
  • Build trust among users and increase your customer base.
  • Humanize the brand. Through the dissemination of content, we can show the most human side of the brand. It allows us to show a greater closeness and connect better with our audience.

This pyramid, which was visually a reversal of the traditional sales funnel, will ensure that tourism companies do not disappear from web browsers the day they might cease their advertising activity for any reason.

Content marketing for the tourism sector requires time and effort, in the end you must plan the content, choose the theme and format, work on SEO, search for keywords, among other things. But once you start, you will see how the results will grow your business.

Thoughts on creating awareness to find and recover your buyer's personality


Inbound marketing is taking off in the travel industry and the content you produce plays a vital role in determining the results of your inbound marketing efforts. The best part of content creation is that you can sit back and let the content work for you. It allows you to talk in a friendly one-on-one manner with the tens, the hundreds. Even thousands of your potential customers who are desperately looking for answers to their questions related to your business and who take on a regular basis.

In the past, marketers were only limited to blog posts to provide valuable information, but now, with the help of technology, we have many other mediums, such as chat boxes, live chat, YouTube videos (which are basically blogs but in video format). called blogs), and the biggest of all: social media, etc. It is very easy to engage in a meaningful conversation with your customers and that is absolutely invaluable to your business.

Imagine this, it's as if your entire company is standing by your side and speaking directly to you as a friend helping you. This is how online content will help your brand develop meaningful connections with your customers on a massive scale. However, content is constantly evolving. In the past, you could get away with plugging a 350-word blog with the right backlinks and keywords and you could expect it to rank well in Google's search engine.

But now, because so many companies are creating blog content, search engines must ensure that it exposes the most relevant information for their users. Today, search engines have improved drastically, Google now uses thousands of algorithms to learn user intent and find the right websites, articles and content for its users.

So when the goal of your content is to create meaningful one-to-one relationships, the power of context is on your side. When you have an accurate idea of your audience's motivation, goals, challenges and behavior, this will help you create timely, aligned and highly personalized content that is perfectly tailored to their needs.

This is exactly what search engines like Google are looking for, and they would be happy to rank your blog at the top if you actually provide any kind of valuable information to your customers. If you aim to provide the right kind of travel information, to the right audience, at the right time, with the right medium, nothing can stop you from being a successful inbound marketer in the travel industry. You can build trust and also establish yourself as a thought leader in the travel industry.

Having a buyer persona allows you to create a different part of your target. There are a number of ways you can use buyer personas to influence your content marketing strategyas explained below.

Style and tone

Use the buyer generally to establish the correct style and content of your content. For example, you will write completely differently for a retiring professional than for a teenager just entering college. It is important to know and understand your ear when writing consciously, so you can use the right tone, stable and fun.

Problem-solving stress

More and more people are seeking the help of the Internet to solve their problems. This era of digitalization allows you to present your brand and product as a solution to your target audience's obstacles. However, the key here is to identify the challenges of your target customer, information that the buyer must share with this information.

You can use the buyer persona to create a problem solution that addresses your customers' low-hanging fruit or obstacles and problems.

You must be familiar with those annoying, sleazy, manipulative salespeople who keep pestering you to make a purchase. You may also have experienced a lot of telemarketers who call you on your cell phone number with automated voicemails that play when you pick up the call, or sometimes even spam you with text messages all day long.

These are examples of annoying outside sales tactics, and all these methods do is annoy and harass the customer. This marketing tactic is very annoying because these marketers are targeting an audience that has no interest in buying what they are selling. But with Inbound Tourism Marketing, you are helping your customers by informing them when they ask you to, about something they are already interested in.

Choose the right keywords

Buyer personas help you determine what your ideal peers are searching for themselves. This will help you broaden your keyword from typical industry foreign keys to not include additional keywords that reflect your customer of interest. Keywords play a vital role in making your brand more visible and easier to find, which helps you get more customers.

Topic Creation

Understand who your preferred followers are, what their hobbies and interests are, how they interact alone and others that are relevant, more fun, more fun. Did you know that more than 90 percent of readers don't click through if they don't find the title interesting? It is essential Create content around topics that your visitors find interesting.It's essential, which helps you reduce bounce rates and increase conversions.

One of the best ways to get ideas for blog posts are your competitors. There's a popular saying in marketing: If you don't have competitors, you're in the wrong niche. Fortunately, travel and tourism is a highly competitive niche and you'll find plenty of competitors to look to for ideas and inspiration. If you find an idea from your competitor interesting and are confident that you can present the same message in a better way, go for it!

Web content

The use of shoppers makes a website 2 to 5 times more effective and more comfortable to navigate. Your website is the destination of your online business where all your customers will arrive. A website with content and design not tailored to the needs and expectations of visitors can be a significant turnoff for them, which can have detrimental effects on your business.

Use your buyer personas as the basis for your site design and content, to present your website content in the most accessible way possible. For starters, your content should not sound like a sales pitch, but more like an interesting story or conversation. Most readers won't bother reading the second paragraph if they didn't like the first.

Therefore, strive to make the first paragraph very attractive and interesting. Apply subtle wording without selling anything to keep readers interested and curious at the same time.

Social medicine strategy

Did you know that 348 billion of the 4.39 billion Internet users use social media? That's almost 78 percent of the world's total Internet users; therefore, if you neglect social media to promote your brand and products, you're losing out on a huge amount of attention.

Content is not the only most important aspect of an effective creation strategy. You must also know where, when, and how to reach and how to reach for high visibility. Use your buyer persona to determine how your customers are unique.

Find out which social media programs they use, Facebook, Instagram, Twitter, Youtube, Pinterest or Snapchat and how and when they use certain media. This information will allow you to create a certain social media strategy that will get more attention from your target customers.

Studies show that all content generates 18 times more than standard content. If you want your ideal partner to find your business in a crowded marketplace, discover an exact buyer and use that help.

Let's talk about Topdeck, another popular travel company in Europe. Topdeck's headline, Epic Adventures for 18-30-somethings, clearly indicates that Topdeck is targeting millennial and Generation Z travelers looking for an adventure vacation.

Therefore, an ideal buyer persona for Topdeck might be Miley the Young Programmer, who earns $40,000 a month, loves to travel to natural destinations, is adventurous and enjoys water activities. Topdeck offers travel to various destinations ranging from Europe and America to Asia and Africa. Therefore, they have several buyer personas based on location preferences, but all are between the ages of 18 and 30.



In the travel industry, inbound marketing is the driving force that allows you to present your brand and products in a strong and targeted way. However, the travel industry is very fickle, with different travelers having different goals, expectations and challenges.

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