The last two years have been exceptionally tough for travel and tourism, from the biggest corporations all the way down to small local businesses. For most, their focus has been on surviving long enough to benefit from the brief pockets of time when consumers were willing and able to venture beyond their own towns or cities.
But the travel and tourism industry is nothing if not resilient. And with road travel over the US Thanksgiving weekend alone almost back to pre-pandemic levels, there's no better time for brands to invest in a revamped SEO strategy. Consumers are already starting to plan their next trips. So how do you make sure that your business is the one they're seeing first?
What's Next For DMOs?
For destination marketing organizations (DMOs), attracting out-of-town guests to a large metro area has largely been their greatest revenue driver. But due to state-based lockdowns, organizations such as Visit Philadelphia and Destination DC took on a revolutionary approach to their marketing in early 2021 by changing their focus and attention to the customers on their doorsteps who had largely been left out of previous marketing efforts: locals.
Improving Rankings As A Tour Or Experience Brand
As a tour or experience company, you may be wondering how you can create content around these popular activity-based keywords without promoting your competitors. The answer: solution-focused searches. While these two approaches sound similar, and there is definitely some overlap, the main difference comes down to what the user is actually trying to achieve.
- Activity-based - broader phrasing, the user isn't quite sure what they want to do or see and is looking for a range of suggestions to choose from.
- Solution-based - more focused and niche, users are trying to find an answer to a very specific inquiry or problem.
SEO For Travel Ecommerce Businesses
It's easy to forget that when no one is traveling, that also means that no one is using travel-focused products, either. But with a recent report showing that 40% of consumers have plans to pack up and head out on a trip before the end of the year, the sales of suitcases, packing accessories, and road trip essentials are already seeing significant increases in sales over the same period in 2020.
Since it may have been some time since your audience has left home, optimizing your content with product and solution keywords is a great opportunity to remind them what your product does and the problems it solves. Phrases like "best suitcases for a cross-country road trip," or "packing cubes for a small carry-on bag" clearly identify an issue or need that the consumer has, which you can then resolve in your site copy.