Posts Tagged With: websites

There are 15 articles tagged with “websites” published on this site.


The value of a web site for a travel professional is real. Many continue to operate without a web site and even if they have one, without due consideration for basic design and marketing principles. However, consumers expect business operators to have a web site and the real question is more often the role the website will play in the overall marketing plan of the travel agency.  The recent ASTA report titled 2013 Technology & Website Usage revealed some travel professionals using a Facebook page in lieu of a website indicating a degree of confusion about the role of both a Facebook page and a website in a marketing strategy. It’s worthwhile to again consider the role of a website in marketing your travel practice. Read the rest of this entry »

Today we are going to discuss making your site more visible to the world at large. Yesterday’s column spoke to traditional marketing methods of making consumers aware of your web site by placing your URL on all of your collateral and marketing efforts. However, search engine marketing (SEM) is the holy grail of web marketing by which web site owners employ a variety of methods like keyword analysis, content optimization, linking strategies, micro sites and other practices to achieve the highest possible search engine visibility. Read the rest of this entry »

Marketing Your Travel Agency Web Site

A web site is a  great marketing tool  for your travel agency – if anyone can find it. For the next two days, we are going to discuss how to drive traffic to your site. Today, we will discuss how to properly cross market your site with your other marketing efforts. Tomorrow, we will discuss search engine marketing.

Firstly, let’s look at your web site’s URL – its domain name. Your domain name should echo and reinforce your brand. Without a doubt, it has become much more difficult to obtain a good URL. However, names are still available with some creative effort and consideration for avoiding some common pitfalls. Read the rest of this entry »

Most travel agency websites fall on a spectrum with regard to their function and content. At one end of the spectrum, the website’s content revolves around the travel agency and its relationship with clients with very little mention of suppliers or specific travel product. At the other end of the spectrum, the website speaks predominantly to travel product and suppliers, with travel specials, supplier offers and promotions being the central theme of the site’s content. Read the rest of this entry »

One of the reasons there are so many poorly designed travel agency web sites is that they are so easy to build. It sometimes seems as though everyone is a website designer. The fact is, however, the choice of who builds your website is an important one. Professional web development services are an absolute necessity unless you possess a very solid understanding of design, layout and fundamental HTML skills. With that said, however, it is possible to “do it yourself” and some of my favorite travel agency web sites were built by agents with a lot of determination to have a quality site without breaking the bank. Read the rest of this entry »

The value of a web site for a travel agent is real. Many agents continue to operate without a web site and even if they have one, without due consideration to  tactics like search engine optimization. However, consumers expect business operators to have a web site and the real question is more often the role the website will play in the overall marketing plan of the travel agency. This week, The 365 Guide will explore the many facets of website marketing. The range of topics is nearly endless, so our foray will initially look at the larger strategic role a web site can play for your travel agency’s marketing profile. Read the rest of this entry »

One of the criteria used by search engines to determine page rankings for your travel agency centers on the number of links inbound to the travel site from other quality sites. Sometimes called “back links”, inbound links to your site give the search engine spiders more avenues to your site and act as a key indicator of the importance of your site to others. A link from a site that is a high quality site in and of itself is more important that a link from a “low quality” site.

The single best way to create high quality links inbound to your site is by populating it with quality content about travel. If your site becomes the “go-to” resource for a given topic, for example “travel for the disabled”, then other sites discussing these matters more generally will link to yours Read the rest of this entry »

Once you have chosen a set of appropriate keywords for use in your site, it is time to consider the next two steps: creating a search engine friendly web design and integrating appropriate content with your keywords into your site. It is easy to let the tail wag the dog when it comes to keyword analysis, web design and content. Pages and pages of website content are written with the sole purpose of attracting the attention of the search engines and achieving a higher ranking. Writers force keywords into their content like ornaments Read the rest of this entry »

The first and best rule of search engine optimization for travel agencies is to have strong, original content on your site that is truly relevant and useful to your viewers. As we have discussed in our previous articles this week, smart travel agencies with web site strategies give first consideration to their human viewers and secondarily optimize the site for search engine visibility.

Begin with the central theme of your site. As we earlier indicated, niche topics can achieve a higher ranking more easily than broader, generalized topics. Within the context of your core theme, you want to write content that readers will find useful, that is updated or supplemented often. Integrate your keywords into the articles you write in a completely natural manner. Don’t force the keywords and make the text awkward and hard to read.

 

Read the rest of this entry »

There is no shortage of experts on the topic of SEO and keyword analysis. This brief introduction will attempt to place the topic in the context of travel marketing and will hopefully point you in the direction of other resources. The phrase “keyword analysis” refers to the study of how people search for information on a search engine for a given topic. Tomorrow we will discuss how to incorporate those keywords into your web site content in a manner that is effective and aesthetically pleasing.

Keyword analysis assumes that people are predictable when they utilize a search engine for research on a topic. There is plenty of good reason for this assumption, and it is the heart of keyword analysis. Staying with yesterday’s example of Hawaii honeymoons and weddings, let’s take a look at how we might conduct keyword analysis Read the rest of this entry »

Ensuring that your travel agency website is visible and relevant to the internet’s search engines is an important strategic objective. Because travel is such a large segment of the transactional traffic on the internet, however, many travel agents feel daunted by the prospect of having to compete with the thousands of other sites for search engine ranking. Yet, with a bit of planning and commitment, a travel agency web site can find itself high in the rankings of the major search engines. The resulting traffic and potential for new sales opportunities can certainly justify the effort and time necessary to accomplish search engine optimization. Read the rest of this entry »

Marketing a travel agency website

A web site is a great marketing tool for your travel agency – if anyone can find it.  Today, we will discuss how to properly cross market your site with your other marketing efforts.

Firstly, let’s look at your web site’s URL – its domain name. Your domain name should echo and reinforce your brand. Without a doubt, it has become much more difficult to obtain a good URL. However, names are still available with some creative effort and consideration for avoiding some common pitfalls. Read the rest of this entry »

Building a travel agency website

One of the reasons there are so many poorly designed travel agency web sites is that they are so easy to build. It sometimes seems as though everyone is a website designer. The fact is, however, the choice of who builds your website is an important one. Professional web development services are an absolute necessity unless you possess a very solid understanding of design, layout and fundamental HTML skills. With that said, however, it is possible to “do it yourself” and some of my favorite travel agency web sites were built by agents with a lot of determination to have a quality site without breaking the bank. Read the rest of this entry »

Travel Agency Web Sites: Content

Most travel agency websites fall on a spectrum with regard to their function and content. At one end of the spectrum, the website’s content revolves around the travel agency and its relationship with clients with very little mention of suppliers or specific travel product. At the other end of the spectrum, the website speaks predominantly to travel product and suppliers, with travel specials, supplier offers and promotions being the central theme of the site’s content.

Most travel agency websites fall somewhere between the extremes of the above content spectrum. As I indicated yesterday, the strategic design of the website should be in line with the core mission of the agency. The agency stressing personalized service will want to gravitate more to the relationship side of the spectrum. The agency with a business plan geared to volume and mass market will more naturally orient their site to the product end of the spectrum. Achieving a balance along the content spectrum in line with the agency’s personality is a key marketing element to consider in any web site plan or re-design. Read the rest of this entry »

A 2012 Marketing Plan: A Travel Agency Website

Is there any more confusing marketing decision than how to conceive, build and deploy a travel agency website?  What information should be included? What are clients expecting?  How to keep it updated?  Should it have a booking engine?  How much should the agency spend given the amount of business that the site generates?  How should the site be promoted?  Is the target market local or far-flung?  It’s enough to make the hard working agent go screaming  into the dark.

The options are many and the answers to the above questions are as individual as every agent.  By the way, some of the best sites I  have seen promote individual agents, employees and contractors, that work in larger agencies.

Read the rest of this entry »