As governments around the world begin to relax coronavirus-related restrictions, and businesses start reopening, travelers are determining how they can safely get out and explore. It appears all signs are pointing to hitting the road (literally).
We recently talked about how local travel is the new norm for the foreseeable future as a result of Covid-19, and Kayak released data that suggests a similar trend as car rentals are in high demand in the United States. Meanwhile Australia continues to monitor interstate travel and Europe begins a phased approach to opening internal borders to EU (and UK) citizens by mid-June. It’s time for you and your business to reassure those local wanderlusters emerging from shelter in place that your experiences are worth the drive.
Here are 5 things you can do right now to attract these safety-conscious customers for summer bookings. For more advice, schedule a free consultation with us today.
1. Look at your website like a traveler
Go on your own website and pretend you are looking to book. Think about what you would want to know coming out of quarantine beyond price: group size, cleanliness guidelines, flexible reservations, maps to easily pin your business to a road trip route. Your site content should make it easy to understand what you offer and how travelers can safely enjoy it. Be as critical as a customer would be, and fix what’s broken now. Don’t know where to start? Get help from our team of content experts on copywriting and more.
2. Get discovered (and yes, that starts with Google)
At a bare minimum, ensure your Google My Business listing is up to date with fresh, relevant information. This includes your website link, photos, and Google posts to promote updates or inspiration about your company. This is the first step to ensuring what we here at TourismSolved call “digital fitness” for your business. You can learn more in our free 30-minute webinar, loaded with tips and tricks on the (many free) tools out there to help you get in shape now.
3. Sort out your remarketing strategy
Research has shown that travelers conduct many searches over a period of weeks before deciding what to book. So it's important that you find ways, called remarketing, to remind them who you are and bring them back to visit you throughout their planning process. You want to be top of mind when they are ready to book, and remarketing is an important aspect of getting that customer back.
4. Focus on the mobile experience
Around 60% of travel-related searches come from mobile devices.
Keep in mind that those searches don’t stop there: the next steps involve sharing their research via text, apps, and email with friends and family. Here you can learn how to test that your website is mobile-friendly and identify usability issues to fix now.
5. Get the direct booking!
While major online travel sites will always be an important part of your business, there's more opportunity than ever in this changing landscape to capture bookings directly. We can help you maximize that opportunity—and your margins—with SEO-optimized content, smart remarketing, and focused digital acquisition strategies. Our free 5-step planner is a great place to start.
Remember your new customers have different expectations than before. They have spent the last few months doing everything online, and will continue to use their phones, tablets and laptops as they plan their return to travel this summer. We're here to take the stress out of setting your business up for success in this changing world, and to help you capture more bookings directly so you can maximize revenue during the coming summer travel season.