If you feel like you’re barely staying afloat in the complex world of online travel marketing, you’re not alone. With changes in SEO and how people are planning vacations, you need a strong strategy that can adapt. Curious about what’s really moving the needle? Here are the keys to improving ROI with digital marketing for the travel industry:
1. Optimize Website for Conversions
Think of your website as your most important revenue engine, not ad campaigns or social media. Without the following must-haves, your digital marketing ROI will suffer:
- Clear CTAs
- Quick loading times
- Mobile responsiveness
- High-quality photos/videos
- Interactive maps/virtual tours
- Transparent pricing/easy booking
- Helpful content about local experiences
2. Shift from OTAs to Direct Bookings
Since your website is your biggest asset, don’t make the mistake of relying on OTAs for your bookings. Instead of losing money to Airbnb fees for hosts (and other platforms), shift more traffic to your own booking engine.
This is where smart travel industry marketing strategies come in: improving the booking engine for a simplified checkout process, offering direct bookings perks, etc. Read More: “5 Proven Digital Marketing Strategies to Boost Direct Bookings in the Travel Industry”
3. Capture People in Planning Mode
Digital marketing for travel and tourism requires strong SEO and keyword research, ensuring that you’re catching the ready-to-book travelers. This means:
- Focusing on specific, long-tail keywords (destination + property type)
- Creating high-quality travel content (things to do, event guides, vacation planning tips, how to book, where to stay, FAQs, etc.)
- Optimizing content with local SEO, internal links, and lead magnets
4. Retarget Travelers with Email and SMS
Text messages and vacation rental email marketing are effective tools for any stage of the marketing funnel, but especially retargeting. Rather than simply showing the same ad to everyone, segment your audience by families, couples, or repeat guests.
Retargeting Stages Based on Search Intent:
- Dreamers: provide blog content for vacation inspiration
- Planners: feature specific lodging options and booking tips
- Decision: show urgency and direct booking incentives
Best ROI Boosting Automations:
- Abandoned booking
- Post-stay review
- Invite to your loyalty program
- Trip anniversary or time to plan your next trip campaign
5. Provide Proof and Reassurance
Families planning trips and vacations need some emotional reassurance and specific details about why they’ll love their decision. Marketing for the travel industry requires social proof and top-quality visual content to reduce any hesitation.
Tip: Use short-form videos on social media (such as walk-throughs of rooms or cabins) and highlight recent stays and guest testimonials (both on social media and your website)!
Read More: “Top 4 Mistakes You’re Making with Your Vacation Rental Marketing Strategy”
6. Build Loyalty and Repeat Guest Perks
The best way to improve vacation rental marketing ROI? Create long-term relationships with your repeat guests! Whether you want to encourage off-season stays or just boost direct bookings, the best loyalty programs include:
- Points per stay (VIP tiers, discounts, add-on perks)
- Exclusive offers (referral bonuses, book early for next year campaigns)
IMEG: The Best Digital Marketing Agency for Travel
Our business growth experts understand digital marketing for the travel industry, and have helped hotels, cabin rental companies, vacation rentals, and more clients in the tourism space improve their ROI. IMEG’s approach ensures we produce better results with the same marketing budget, so what are you waiting for? Get in touch with us today, and let’s talk about how we can help.
