The answer is a resounding yes. The tourism sector, like many others, has changed its way of doing business with the rise of the internet, new consumer habits and the emergence of social networks.
The new needs that have arisen within the tourism sector have transformed its business model. It is no longer the agencies that carry out a large advertising campaign in search of customers, now it is the other way around, the customer contacts them in search of the best offer. Therefore, both large travel agencies and corporations, as well as small hotels and SMEs, have seen the need to implement strategies to differentiate themselves, provide value and manage to survive in a highly competitive sector .
what is Inbound Tourism Marketing?
Inbound tourism marketing is the use of a set of digital or online marketing techniques, including content marketing, SEO (search engine optimisation), email marketing, automation and social media marketing.
Companies in the sector seek to attract customers in a less intrusive and natural way, without large advertisements in the media. The idea is that these users reach your website or blog, and that through your content a high percentage of them become customers.
If you also want to investigate what Inbound Marketing is and how it works in general, we leave you this link so that you can take a look and have no doubts.
But, where to start with your Inbound Marketing for tourism?
Obviously, the first thing we have to have is a well organised company, with a good website that offers a range of tourism services. Once you have the main thing, it's time to start applying marketing strategies.
- Buyer persona: This is the first step to take into account. Your buyer persona is the ideal client to whom you direct your products and services. Knowing and understanding your client's needs and interests will be essential to create products that adapt to what they are looking for.
Spend the necessary time on this step, as knowing the pain (needs, concerns and interests) of your customer is essential to continue with the strategy. If you don't know who you are targeting, how are you going to focus the rest of your strategies?
- Website and blog: As we said at the beginning, without a website there is no business. We must have a presence on the web or your customers will not find you. Also, make your website attractive to the buyer persona, providing value and a good user experience so that they will come back again.
It is on your website where your offers, holiday packages, products, quotes, etc. will be found, and where your users will contact you and make their purchase.
The blog is a complement to your website. This is where you will share extra, quality and interesting content for your customers that are complementary to your products, i.e. if you offer package holidays to Iceland on your website, then for example, on your blog create a post about what to see, best places to eat and where to go.
If you don't have your website created and you don't know where to start, we leave you this link where it explains how to create it for your business.
- SEO: You know that search engine positioning is the main thing to make sure that users find you. As a marketing professional you know that this step cannot be forgotten, but if you don't know what it is yet, it's ok, SEO requires patience, but once you have mastered it, it becomes an easier task.
- Content marketing: This is where you will create all the content to attract your customer's attention, which should always be of value, relevant and of high quality, as you must differentiate yourself from your competition.
Take advantage of the wide range that exists to create content, do not stay only in the text and photo, you can use graphics, infographics, video tutorials, etc. Distribute the content between the different channels and digital media where your audience is. If you have done a good job in the buyer persona you will know in which channels to be present.
Remember that you should also apply SEO techniques to your content, as it will also be positioned in search engines.
- Presence in social networks: A good social media plan is very important nowadays. The rise of social networks forces us to have a presence in them, as well as being a perfect platform to promote yourself and connect with the public in a more direct and closer way.
Use the social networks where your clients are, it is not necessary to have an account in all of them, including them can be a mistake.
In the tourism sector it works very well because it allows you to share images and videos to capture attention. From Instagram, pinterest, tiktok, etc, you can attract traffic to your website and blog, and convert users into future customers.
It is very important to keep your networks up to date, plan which days and at what time it is best to share content. Don't neglect your profiles or your followers will get tired and stop following you, which will affect your business.
- Email marketing: In the tourism sector, a good email marketing strategy allows you to have direct contact with your customers and maintain communication over time.
When you make a purchase of this kind, you not only want a confirmation email, but also a thank you email for their purchase, as well as sending them extra content about the destination they are going to travel to.
At this stage, don't forget to make a good segmentation of your database, in order to send personalised information depending on their tastes. It is important to know the tastes and preferences of each person, so that you don't send them generic emails that they will not open.
As you have read throughout the post, Inbound tourism marketing is a perfect option if your business is in this sector. The principle of the Inbound strategy is that it is the customers themselves who are looking for your brand, and with the changes that have arisen in the tourism sector, this strategy is applied to perfection. We hope you have enjoyed reading this post and that it helps you.
