If your tourism marketing strategy isn’t driving bookings, it’s time to evaluate it. As a travel and tourism marketing agency, Forge Apollo has seen all kinds of mistakes that hinder success.
Let’s break down the biggest offenders and how you can fix them.
1. Siloed Guest and Marketing Data
The biggest tourism marketing mistake we see by far is siloed data. There’s a tool for everything these days: booking or reservation engines, email marketing tools, CRMs, social media scheduling, etc.
Modern travelers expect personalized, contextual experiences. Storing data across separate platforms limits your ability to act on it.
Two Ways to Fix Siloed Marketing Data
The easiest way to fix siloed data is to use unified tools, like HubSpot. HubSpot combines a CRM with features such as email marketing and website analytics. So, you can create actionable marketing campaigns based on contacts’ real-time behavior.
If you can’t switch tools, the next best option is to integrate your existing tools so data can flow between them.
2. Outdated, Low-Quality, or Inaccessible Website Design
Poor website designs are another major travel marketing mishap. Your website is the online representation of your brand. An outdated or low-quality design subconsciously shows travelers that your services might be low-quality. Plus, inaccessible designs make you liable for fines and litigation for noncompliance with ADA regulations.
Components of a High-Performing Travel Website
The simple fix to a low-quality travel website is a redesign. Here are some components to include in yours:
- High-quality images & videos
- On-brand design
- Prominent testimonials
- Easy access to booking
- Easy navigation
- User-friendly design
- Fast loading speeds
- Accessibility
For example, Forge Apollo’s website design for ICONA Resorts earned a Webby Honoree.
3. Not Replying to Reviews
66% of people are more likely to choose a brand that responds to reviews, so skipping this is a missed opportunity for tourism brands.
Replying to positive reviews makes your customers feel appreciated. Negative review responses are your chance to showcase your customer service and brand values.
Respond to All Reviews
Make it a part of your daily workflow to reply to reviews. Some platforms can even help you do it with the assistance of AI. Check out our guide on responding to hotel reviews for practical tips and response templates.
4. Not Investing in Video Marketing
Professional video is a must-have for modern travel marketing strategies because 66% of travelers use it in their planning process. Some common ways to use video in your strategy include:
- Website imagery
- Social media posts
- Advertising
- YouTube SEO
However, we still see some brands reluctant to invest in professionally produced video content.
How to Maximize Your Video Investment
These tactics can deliver the best performance from your tourism video marketing dollars.
- Plan your shoots to capture multiple content types (photos, vertical and horizontal videos, etc.).
- Get plenty of general shots and b-roll in shoots that you can use for any edit later.
- Store your content in a content portal to optimize usage over time and share access across locations.
Work with professionals to craft a video idea that will truly resonate to drive action, like this video Forge Apollo created for Zoetry resorts that won an Emmy® Award.
5. Not Communicating the Value of Signing Up for Lists or Programs
People want to know what they’re getting when they share their information. We see many travel brands make the mistake of asking guests to sign up for a newsletter or loyalty program without explaining its value.
How to Communicate Value
Here are some tourism marketing ideas to better communicate the value of signing up for a list or program.
- Be clear about what they get by signing up – Include phrasing like, “Be the first to get access to exclusive savings” instead of only “Sign up for our newsletter.”
- Include social proof – Share how many other people value being a part of your list or program with copy like, “Join over 2,000 monthly readers.”
- Prove immediate value – Clearly offer a welcome incentive, like 10% off their next booking when they sign up.
- Make it low stakes – Add some verbiage like “unsubscribe any time,” so it feels lower stakes to sign up.
6. Not Asking for User Generated Content (UGC)
84% of consumers are more likely to trust brands that include user-generated content (UGC) in their marketing strategies. Despite that, we still see some tourism brands missing opportunities to request UGC or incorporate it into their strategies.
How to Ask for More UGC Content
- On your website – Add CTAs asking users to hashtag or tag your brand in their photos.
- At photo ops on site – Create or find photo ops at your location and add signage asking guests to share.
- In documentation – Whether it’s a welcome packet or a sign at a dining table, add requests for UGC where guests will see them.
- On social media – Share UGC and ask guests to share their own. You can even create a contest to inspire more.
Once you get UGC, check out our guide on how to use UGC in your travel marketing strategy.
Perfect Your Tourism Marketing Strategy
There are many easy mistakes to avoid when marketing for travel and tourism. An effective strategy comes down to a few takeaways. Know your audience with unified data. Help them envision traveling with you through high-quality content. When they do visit you, request their feedback and respond to it. If you need help fixing these mistakes (or others), Forge Apollo is here to help. Contact us to schedule a call to evaluate your strategy for easy wins.
