Travel Digital Marketing: 16 Strategies To Boost Online Visibility

Do you have a travel brand and struggle to create a genuine online presence? Trust us when we say you’re not alone. We’ve worked with several businesses in the travel industry whose online visibility has been almost non-existent.

Fortunately, with over a decade of expertise, we know exactly what you need for a successful travel digital marketing strategy. Don’t worry, we don’t gatekeep information either. In this comprehensive guide, we’ll cover the top 15 strategies we’ve tested.

From hotels looking to fill up in the off-season to tour operators wanting to reduce OTA reliance, these tactics are what you need.

What is Digital Marketing for Travel and Tourism?

Digital marketing for the travel and tourism industry involves using online strategies to promote travel-related products and services, attract potential customers, and drive more bookings. It entails using various channels, including social media, search engine optimisation (SEO), paid ads, emails, content creation, and networking and collaboration.

16 Travel Industry Digital Marketing Strategies You Should Try

In the world of artificial intelligence (AI), your travel business will not go very far without digital travel marketing. Online travel marketing strategies boost traffic, user engagement, and sales.

So, here’s what you can do to improve your strategy and the reach of your travel business.

(Screenshot showing a brand answering questions on social media)

1. Engage With Current and Potential Customers Where They Are

To build rapport with current and potential customers, you must interact with them where they are spending most of their time. Social media platforms and online forums, such as Reddit, are a haven for finding people who are actively discussing or seeking to book travel experiences.

A good place to start is on popular social media channels, such as Facebook, Instagram, and TikTok. Spend time engaging with people in the comments section or on travel groups. This shows them that you care about their concerns, building not only awareness but also trust.

The feedback you receive from engaging with social media users and online communities is invaluable. Use it to tweak your marketing strategy, and watch your traffic and bookings grow.

(Example of a travel brand reaching its audience on different platforms)

2. Keep Your Website Content Updated And AI-Friendly

When people visit your site, you want to offer fresh, relevant content. Update old content to ensure the information is up to date and accurate. But here’s the trick: make it AI-friendly.

Users are hungry for content, but they’re not just getting it from a standard Google search like before. They’re using AI tools such as ChatGPT and Bing Copilot. Structuring your web content to appear on Google AI overviews and summaries strengthens your digital marketing strategy.

While you’re at it, show potential customers what makes you an authoritative voice in the travel niche. Having extensive author bios, about pages for each tour guide, and a list of travel industry experience is essential to ensure users know what you’re talking about.

(Screenshot of brand showing visuals (a video) of what they offer)

3. Use Visuals to Show Your Target Audience What You Offer

If you hear the words “tour company in South America,” you may have very little emotional response. But if you see a group of people hiking up Machu Picchu with a tour guide and stunning views as the background, you will likely feel an intense desire to join them.

Utilise storytelling and powerful visuals in your digital marketing strategy to ensure the right message is conveyed. There are many platforms you can use, but consider incorporating storytelling, video content, podcasts, and blog posts into your digital strategy for added power.

Visuals are more memorable and easier to share than text-heavy blog posts. This often leads to higher engagement rates. Using them helps your target audience know exactly what they can expect from your travel product or service, making them far more likely to book.

(Screenshot of creators unboxing; creating user-generated content)

4. Leverage User-Generated Content

Outsourcing content is ideal as it saves you time, but it can come with a price tag. Using user-generated content is a great way to populate your social media feeds with minimal effort.

It’s the age of the influencer, where anyone can create great content with a smartphone. So, why not encourage your customers to tag you when they share their travel experiences?

Having something really gimmicky is a sure-fire way to get users to post content, so think of a creative way to add something that people will want to share.

Take the Bali Swing, for example. It’s one of the most photographed and posted attractions in the world, but few people know the companies that offer it. Visitors do all the work, mainly posting, while the operators reap the benefits. Get your followers to create content by crafting unique, brand-related hashtags and running competitions. Then repost that content to your feed.

5. Use Chatbots for Instant Responses

The digital age comes with great expectations, and customers now expect an always-on approach. If they message you, they want an instant response, or they’re going elsewhere.

It’s not realistic to have someone on standby 24/7 to provide instant responses, but chatbots can step in when no human resources are available. Chatbots can answer frequently asked questions and, when they don’t have answers, direct users to a live person.

Chatbots work well on websites and on instant messaging services such as WhatsApp and Facebook Messenger. You can even go a step further by installing a chatbot on your travel app.

(Example of a travel brand using a Chatbot)

6. Try Influencer Marketing

Influencer marketing has taken the world by storm and has become a highly popular form of social media marketing. Instagram is the most popular place for influencer marketing as it’s very visual in design, but both TikTok and YouTube are suitable platforms that you can also utilise.

The best part is that it doesn’t have to come at a great cost to your travel business or brand. Depending on the travel influencers’ follower count and engagement levels, they may accept only travel services in return for promoting your product or services to their followers.

(Screenshot of different types of travel ads on social media)

7. Don’t Ignore Paid Advertising

You can reach a highly targeted audience through social media posts or Google Ads with your advertising, and do so at a lower cost than ever before. Use paid ads to target people who are already planning to travel to your service areas or actively searching for your specific services.

Pay-Per-Click (PPC) advertising means that you only pay for the advert if a customer clicks on your link or landing page. If you optimise your travel ads correctly with targeted keywords at the right time of year, it can be an affordable way to support your overall digital marketing efforts.

If you want to optimise your PPC campaigns, this is a great starting point:

• Use the keyword you would like to target in your main headline.

• Numbers catch people’s attention, so include figures somewhere in your PPC copy. This can be starting prices, the number of days (for tour companies), etc.

• Create a sense of urgency! Include a deadline for the specific deal that you are advertising. This encourages readers to make the purchase urgently rather than deliberating about it for a couple of days.

• Provide social proof in the copy. Let people know you’re 5-star rated (if that is the truth) or tell them the exact number of satisfied customers you have served. If 500 people have been on your tours, then you must be a reliable tour guide service.

• Include a call to action (CTA) at the end of your copy that encourages people to book rather than wait. The goal of your PPC ads should be to make a sale, not prompt people to consider booking your services.

When creating your PPC ads, target very niche travel keywords. General keywords will cost you more money and convert less effectively than specific keywords. So think about what sets you apart from your competitors and use that as a compelling selling point in your ad copy.

(Screenshot of a travel brand’s search performance)

8. Analyse the Performance Data

Using digital channels to market your travel products or services gives you access to a lot of data (across each social media platform and Google). Use it to make informed decisions and to personalise the user experience you provide on a large scale.

The data will also help you understand how users are interacting with your content and at what point in the customer journey they lose interest. This means you can intercept them at their most vulnerable moment to keep them interested in what you have to offer.

There are plenty of analytics tools you can use to monitor performance. Google Analytics is by far the most popular analytics tool. This free tool gives you insights into website traffic, user behaviour, and conversions. For more information, such as heat maps and feedback polls, consider investing in a tool like Hotjar.

9. Promote Direct Online Bookings and Transactions

As millennials and Gen Z become the biggest travel audience globally, the way bookings are made is changing rapidly. People are no longer willing to contact someone on your team directly by phone or email. Instead, they want to make a booking online and proceed with the payment.

This contactless way of operating is the future, so you should start implementing it now. Customers are happy to go elsewhere if you don’t offer their preferred way to book or transact.

To bypass online travel agencies (OTAs) and keep that 10%–30% of the booking, offer popular and emerging payment options, from card to Instant EFT, QR code, and even BNPL methods.

(Screenshot of an email sent as part of an email marketing campaign)

10. Keep Customers Interested Through Email Marketing

To keep existing and potential customers interested in your travel products or services, consider using email marketing as your go-to method. But first, you’ll need to build an email list. You may not know where or how to start, so here are a few practical ways to build your mailing list:

• Use pop-ups and overlays
• Offer a freebie
• Include an opt-in field on your checkout page
• Use a loyalty or referral program
• Run competitions

Once you have an email list, you can start creating powerful campaigns that aim to convert customers and provide them with valuable information. This is a great way to build loyalty with returneers and encourage your audience on the fence to take the leap and make a booking.

11. Optimise for Mobile

Smartphone usage has been on the rise since the beginning of the 21st century, and with the advent of pocket-sized personal computers, people have been using them more frequently.

According to recent research, nearly 65% of all web traffic comes from mobile devices. In 2017, mobile traffic overtook desktop for the first time and has since continued to grow, despite a brief dip in 2019. Today, more than two-thirds of global traffic comes from mobile, and this trend is expected to continue rising.

(A screenshot showing a graph representing desktop vs. mobile device web traffic)

To cater to the vast majority of web users, ensure your website and booking systems are mobile-friendly. Otherwise, you risk losing over 60% of web traffic and ultimately, sales. So, how do you determine if your website is mobile-friendly?

You can check this manually by going to your website on your mobile device, or use Google’s mobile-friendly diagnostic tool. It will not only provide a basic answer of “yes, your site is mobile–friendly” or “no, it isn’t,” but also offer recommendations to make your website mobile-friendly.

One of the key pages to check for mobile usability is your bookings page. It’s a good idea to go through this process yourself and see if you can make a booking through your mobile device.

Suppose you encounter any buttons or functionalities that cause trouble along the way. In that case, it may be time to consult a developer to ensure a smooth, mobile-friendly experience for all your mobile users.

(Screenshot of the video search results for “travel digital marketing)

12. SEO Optimise Your Website

Search Engine Optimisation (SEO) plays a significant role in online marketing for travel. At Travel Tractions, we’re huge fans of search engine optimisation because once you’ve put in the hard work, your website can attract customers and make sales for you while you sleep.

The effects of SEO are long-term, but immediate benefits can be seen, depending on the site’s status. This means you may not need a continuous flow of funds from your budget to keep things running smoothly. That’s why SEO is one of the best ways to market your travel business.

While a good SEO strategy has many different parts, here are the basics that you should be focusing on:

• Check Site Speed: Make sure your site is loading efficiently. A slow loading speed causes users to leave your website before they’ve had a chance to look at your content.

• Use Relevant Keywords: Your website content needs to feature highly relevant and specific travel keywords. The more niche the keywords are, the more likely they are to bring you targeted traffic that will convert into sales.

• Focus on EEAT (Experience, Expertise, Authoritativeness, and Trustworthiness): Demonstrate to users and Google crawlers why you are an authority in your travel niche. Craft high-quality content, backed by factual research, link to author bios, build a strong brand identity, and be transparent about your skills, display awards and certifications.

• Build Authoritative Links: For your website to be viewed as a credible source, you need reputable brands or businesses to link to your website. Acquire quality backlinks to your website so that people and search engines see you as an authoritative voice.

(Screenshot of a website displaying a trust signal – Trustpilot badge)

13. Don’t Underestimate Social Proof

Social proof is everything these days, and with just the click of a button, potential customers have access to reviews and ratings that other buyers have left for you. So, how do you get the right people to leave those positive reviews?

Quite simply, you ask them. When a satisfied customer has just completed a tour, a stay at your hotel, or a trip in your limousine, pop them an email and ask them to leave a review. They can rate you on your social media platforms, website, Google My Business Profile, or a review site.

It’s best to do this soon after their experience with you so that it is still very much fresh in their memory. We advise asking for the review on digital platforms where you are most active and where your target audience goes for social proof. If you’re unsure where they find their social proof, ask them! A brief survey can go a long way in helping you understand your core customers.

14. Build A Community

Similar to building an email list, but less formal. Online communities can be the bread and butter for your digital marketing efforts. Platforms such as Facebook, WhatsApp, and Discord can be highly effective when used correctly. They provide direct engagement and real-time insights.

Fostering a community around your travel business has many benefits. A few that stand out include increased brand awareness, trust building, instant feedback, lead generation, and brainstorming for future content. Use polls, Q&As, and giveaways to keep the conversation engaging.

Another great aspect of community building is its cost-effectiveness. Compared to other digital marketing tactics, running a group incurs little to no cost. You just need time and to pay attention. Be active, ask and answer questions, and you’re off to a great start.

15. Don’t Sleep on Social Media

While it may sound like a given, many travel businesses and brands don’t leverage their social media as a marketing tool. Many tend to use social platforms as an extension of their website content. It is much more than that. Social media can capture leads and nurture them into sales.

Use social platforms to attract potential customers with highly visual content. Share or repost content from existing customers to build social proof and reputation, and use clickable call-to-actions (CTAs) such as Buy Now buttons to streamline the shopping experience.

Many social media platforms also offer analytics to help you monitor and evaluate your content’s performance. Use these as research to A/B test your strategy and watch the bookings roll in.

Image by Iryna Makhnorilova on Facebook

16. Attend Travel Industry Expos and Conferences

There are numerous travel-related events and conferences held worldwide. These offer an opportunity to network with industry experts, beginners, and even potential clients. So not only do you stand a chance to learn from others, but you also have an opportunity to cash in.

Find a tourism industry event or travel conference near you and prepare to network. There, you can get first-hand information on the latest travel trends, a sneak peek into what your competitors are doing, and learn about marketing changes that may affect your business.

Don’t be sceptical of collaborations. While it might seem like everyone in the room is your competitor, travel, like many industries, is a vertical market. If you’re a tour operator offering guided hikes in Cape Town, team up with a local hostel to provide bundled travel deals.

FAQs About Digital Travel Marketing

Still have some lingering questions? Here are answers to the most common questions we get about travel digital marketing and how industry businesses can turn traffic into bookings.

How Does Travel Marketing Work?

Travel marketing promotes destinations, experiences, and services by inspiring potential travellers through visuals, storytelling, and targeted campaigns. It blends emotional appeal with strategic channels such as social media, SEO, and targeted ads to spark interest, guide planning, and make booking easy, turning dream trips into reality.

How to Start Travel Marketing?

Effective travel marketing starts with a solid strategy. Start with what you have, take a deep dive into your data and analytics, take stock of your resources, and align them with your business goals. Use relevant marketing techniques and platforms to engage travellers, provide high-value content, build brand awareness, show your expertise, and make booking seamless.

What Does a Travel Marketer Do?

A travel marketer helps tourism companies attract customers by showcasing destinations and experiences in engaging ways. At our travel digital marketing agency, we focus on building strategies that not only drive organic traffic but also turn visitors into paying customers.

How Will You Put These Digital Travel Marketing Tips into Action?

The digital age has unlocked endless opportunities to promote your travel business, all at your fingertips. With unprecedented access to a global, engaged audience, now is the time to harness every available channel.

Start implementing these strategies today and turn travel inspiration into loyal, paying customers. Ready to take off? Let’s get your tailored campaign in motion.