Insight: On Tourism
by June Bisel
Partner, BBG&G Advertising & Public Relations
Step It Up
Increasingly, consumers are turning to the web for travel info. Click here for info on what they’re looking for before making their buying decision. It may be time to Step Up your web development.
A recent survey by Frommer’s gives us insight into what is important to consumers while they’re making travel plans. These determining factors are influential in their decision-making and may be the reason your customers are turning to your competitor.
That’s not something you want to happen, because lost traffic on your web site means lost revenue for you.
The beauty of the web is that it provides a place to really show your stuff. No limits to the amount of paper you can use. No extra charge for full color photos. No good reason to not include pricing or short-term specials. Updates can be easily made as changes occur. You can include weekly or monthly specials. Life is good!
So, what do customers want in a web site?
- Lots of pictures
- Well-written descriptions
- Destination map
- Lists of activities and events
What drives consumers crazy?
- Confusing navigation
- Lack of photos
- Inaccurate, misleading, or outdated information
Sit Down
The internet has caused significant changes in the world of marketing — there’s no doubt about it. Let’s take a look at what consumers say are the most influential sources when it comes to selecting travel destinations. If you’re a travel agent, you may want to sit down for this.
It wasn’t long ago that planning a vacation started with a trip to your local travel agent. You’d discuss the type of vacation you were looking for and come home with an armful of beautiful, glossy travel guides from various destinations, sit down with a cup of coffee (or a martini) and spend hours looking through the options available. When something piqued your interest, you’d turn over the corner of the page to show your friends/family.
Fast forward to 2009. Replace the travel agent with a computer — keep the martini. Search for keywords that describe the type of vacation you’re looking for and email or text the links of the interesting sites to your friends/family.
Amazingly, the research by Frommer’s indicates that only 18% of travel destinations are influenced by travel agents, 20% by newspapers, 53% by travel books, 74% by recommendations from friends, and a whopping 78% by web sites.
Other factors that influence consumers are price at 85%, activities available that interest them at 68% and length of trip 65%.
Relax
As a travel industry operator, this research shows us that online first impressions have the potential to make or break you. But don’t fret.
Developing a web site that is graphically compelling, easy to navigate, and full of relevant information that works hard for you does not have to cost a fortune. Oftentimes, a simple 5-page web site will do the trick.
Good photography is important, and you shouldn’t skimp there. Also, as important, is keeping the web site current. It’s now the end of Summer ’09. Nobody wants to go to a site that’s still promoting Spring events. Keep it current. Keep it accurate. Keep it active.
And, if you really want to just sit back and relax, give us a call. Our job is to make you shine — while you sit back … relax … and heck, even have a martini if you want one.
