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COVID-19 and tourism: 3 things to focus on during this travel downturn

By Dana Cano

During a pandemic, travel is seen as one of the ways in which the virus spreads, and therefore, the tourism business is one of the most affected industries. In response to widespread fear, governments and organizations advise citizens to avoid traveling.

We know these are difficult weeks and that this crisis is holding back the global economy. However, if we take the appropriate measures, in a short time we will be able to bounce back and recover.

We believe this is the right time to stay active, focused, and prioritize all those projects we have been putting aside because of our day-to-day activities.

And by projects, we mean finding new ways to improve the performance and design of your digital channels. For example, your website, a particular app, your travel blog, the tours you offer, etc. Keep in mind that, once this crisis is over, your business will receive all of the traveler’s accumulated interest, and you must be ready for it. So, how do you handle it?

 

1. Create a content and positioning strategy for SEO rankings

A destination's content strategy is not created to fill motivational blog posts, without prior consideration of the actual value and timeliness of the content.

A travel content strategy is created to satisfy customers who are already on their journey. This also makes your website easier to find organically by the search engine optimization (SEO), thus enhancing the page´s authority.

By delivering digital experiences through valuable and meaningful content, a virtuous cycle is created, as travelers spend more time within the brand's website. As a result, the session time is increased while the bounce rate is reduced. This contributes to the brand-positioning objectives. As a result, this strategy delivers a unique way of measuring return on investment (ROI).

So when travelers are ready to move around again and search for travel-related content on search engines such as Google, your brand will appear on the first positions, reminding them that it is a good option to consider for their trip.



2. Redesign your website focusing on conversion

With today’s technology available to everyone, cheaper and easier to implement, interactive content is essential when creating a web page.

Due to the enormous information throughout different platforms, users will only remain loyal to those pages that capture their attention with content that really helps them and adds value. This is how the conversion from readers to customers will be greater.

According to this Demand Metric report, interactive content can convert up to 70%, compared to 36% static content. At the same time, it is useful to educate the user and to differentiate yourself from your competitors.

Integrating interactive maps demonstrate exceptional utility in the tourism industry, allowing travelers to know where they are and how they can get to their favorite places.

With this interface, you will have maps along with the texts and images of your destinations. In this way, the user will not have to go to two different sites to read the recommendations and view the map routes. Now you can have both in one place and this will improve the conversion ratio!

Integrating a dynamic interface that connects your tours, content and travel products to interactive maps sounds complicated. But don’t worry, if you know how to make strategic decisions and have a vision, I assure you that renting technology instead of developing it from scratch by yourself will save you a lot of time and resources.

Here is an example of how you could visualize a destination with our technology, connecting maps, texts, images and places in only space.

 

3. Learn about the key indicators to take off your digital strategy

If you are a company linked to the travel and tourism industry, having maps on your website is a great tool when interacting with your users, because, as we already mentioned, you will be offering them content that adds value to their experience. 

Above all, you will give them a better vision of where they will enjoy their vacation or their dream trip. In addition, the benefits are also reflected in the performance of your website, because having an interactive map will help you improve certain key indicators that you should know. Find them below:

 

Improve the average visit time


Your users will be able to interact with the map, text, and images in the same place for much longer, especially if you combine it with useful information. By not having to visit different pages (one for travel and the other for maps) and being interactive, users will stay hooked and will want to locate points of interest while observing how the objects move as they navigate.

By improving the average page visit time, you will also increase the average session time. Both ratios are very important when measuring the engagement of your website and to improve the authority of your website in search engines.

In the following example, we see how by adding an interactive map, the average session time began to improve by 16% in a well-known Tourist Office after a few weeks.

Decrease the Bounce Rate


The bounce rate metric quantifies the number of users who are interested in the content while measuring how many of them did not leave your website on the first page visited.

With an appropriate link-building strategy and by associating the map with more content, users will navigate to additional pages. Therefore, the bounce rate will decrease.

In the same example from the previous point, you can also see a reduction of up to 50% in the bounce rate, just one week after the implementation of interactive maps in that section of the web.

Increase conversion rates

This is accomplished through the appropriate Calls to Actions (CTA). These are buttons or links on your website that seek to attract potential customers and turn them into end customers.

In the case of companies in the travel and tourism industry, an interactive map can be the perfect attraction to associate it with a "More information" or "Contact sales" button. These buttons can direct users to a form, where they will enter their data to be contacted by a sales executive.

In this example, an integrated interactive map with content was implemented at a well-known hotel in the Philippines. A CTA was included, which redirects to a page where the user can reserve a room. If that reservation page is from the hotel, you could save a lot on commissions to search engines, such as Booking, Hotels.com, among others.

At Arrivedo we help you create interactive travel content instantly, transforming the interface of your travel products and integrating dynamic content with maps through technology.

Are you ready to take your travel business to the next level? We are available to talk and help you define the strategy that you think is best. Schedule a call with us. Let's talk!

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Tags: Travel Company

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