In a world where travel businesses are ever-growing, attracting potential customers still remains a challenge. By now, you must have figured out the importance of an online presence since leads mostly come via the internet. But do you have a plan in place to increase web traffic to your travel website?
We have put together a guide so you can reap the benefits of localized content marketing for your travel business. Incorporating features like storytelling, maps and local recommendations into your travel content will not only increase traffic but also boost the user engagement, resulting in big wins in the long term.
1. Apply Storytelling to your Travel Content
If all that your travel website gives visitors is information, your sales or conversions are likely to remain flat. It is not the product that makes people buy or subscribe, but the reason why they need it.
You need to give your viewers a compelling narrative that moves them. Aim at tugging at their heartstrings, get their emotional buy-in. When you sell a story, your travel product or business sells automatically. Make sure all of your travel content has storytelling built into it.
2. Enhance User Engagement through a Map with Routes
If your travel business talks about different destinations or nearby places to see in a certain location, you cannot give your readers the full picture only with text, images or videos.
You need a map feature that gives your clients a realistic idea of what the journey will look like. Maps that have routes to guide the users are very useful, offering experiences which are not only practical but also memorable. As shown in this example.
3. Invest in Identifying the Local Recommendations
It doesn’t take a genius to tell real travel content from generic recommendations. To have an authoritative voice on the internet, your content has to be authentic and unique. As a travel business, invest in identifying the local recommendations of a neighborhood or a city. One way to craft such insightful pieces is to pair a travel writer with a local or a staff with knowledge of the locality.
For instance, make the travel writer interview the local staff in hotels or travel agencies, in the hunt for helpful authentic content. You will also have to ensure that the local is able to clarify any doubts and guarantee that the content is indeed local. Bespoke travel content engages users much better than the mass-produced variety.
4. Create Valuable Travel Content Optimized for SEO
Search engine optimization is no longer about keywords stuffed in an otherwise irrelevant article. In the current times, Google also measures how users interact with the content on your website to determine where you will rank on its search results. Here, there is no escape for low quality content which have high keyword density.
To ace this game, you need a two-pronged approach which focuses on improving the quality of your travel content, and at the same time, engages users and enhances their experience on your site. To kill the competition, your travel content will have to be relevant and also uncover local gems that are not being written about by other travel websites.
Include a destination blog technology to promote a user interface which Google can identify through long sessions or multiple user interactions via interface and travel content. For example, if you are selling a tour, let your website show the route along with pictures of the destinations to help users engage in a deeper and more meaningful way with your content. Do this, and watch your website rank higher on search results. As shown in the following SEO statistics of Databox:
5. Don’t Assume That Everyone Can Speak English
Remember the cardinal rule: you can’t sell in English to those who don’t speak it. If your travel business is global, with a presence in regions where English is not the primary language, you will need to make an effort to communicate with them. Make sure your website is available in the local language of the area you wish to engage most of your user in.
If you cannot invest in the full technology that gets you a site in a local language, get a content partner that can understand the crux of your services. Ideally, your content partner should be skilled enough not only to translate the words but also the essence behind your main website copy, while understanding the behavioural psychology of your target user.
Alternatively, consider selecting a technology partner that can help you translate massive amounts of content via a dual technique of machine translation paired with writers experienced in the local language of the target audience. These writers should fully understand the words and the essence of your message. You’ll soon increase your user engagement when you break the first conversation barrier of language.
6. Make a Mobile-Friendly Website to Engage Users
Travel businesses should make use of the tremendous potential of mobile platforms. If the mobile version of your travel website looks exactly like the desktop version, you are missing out on a lot over here. Cell phones allow people to touch, rotate their devices, speak to it, and also show them map-based content. A mobile-responsive or mobile-friendly design will keep all of these elements in mind.
You can better connect with your users when you think about what they would possibly like to know about your business and how your product or service can solve their pain-points. For example, a hotel can provide their guests with a blog post on where to find the basic necessities during their stay, containing an integrated map of the nearest ATMs, pharmacies and grocery stores .
Always remember that it takes two to tango. You can promote your travel business and increase web traffic to your site organically when you pair a good writer with a knowledgeable local to produce high-quality travel content that’s both engaging and beneficial to your target audience. Download our free ebook, Digital Transformation for Travel Content, to get a better understanding of localized content marketing for travel businesses.