I am sure we all know the tried and true standard marketing tactics. But several new ones might be just the ticket to give your travel practice a bit of a boost. Some come with a cost, and others…not so much.
Influencer marketing: Partnering with influencers who have large followings on social media can help travel companies reach a wider audience. Influencers can create sponsored content that showcases destinations, hotels, and experiences. Of course, Kim Kardashian is out of most of our budgets, but is there a local “celebrity” in your area with a good following that might be willing to strike a deal?
Virtual reality experiences: For the price of an inexpensive gaming console, you can buy the Meta Quest 2 VR gaming headset. Destination “tours” are available for free or at a nominal charge. Perhaps buy a few for your preferred destinations, host a VR night for a small group, and let them each “wander” around the Colosseum in Rome—it can be had for $5.99. We all know that images sell. Now imagine immersion. Granted, the headsets are some of the silliest-looking things from the outside!
User-generated content: Marketing materials have an agenda—sell the product. Photos, videos, and diaries do as well—to remember the product. Everyone takes photos and videos on trips. Ask your clients to share some of theirs and upload them to your site. Perhaps reward them for contributing with a local restaurant gift card. This can help create a sense of community and authenticity around your brand.
Sustainability marketing: A fellow business owner suggested this to me the other week. People care about the planet and how we will leave it. Some investors will only invest in companies that have sustainable practices. Many people will only deal with environmentally friendly businesses. Be one of them and make sure everyone knows it. It does not need to be over-the-top but move to e-communications, up your recycling efforts, and make a stance to only deal with environmentally sound suppliers. And let your local news know about it!
Social media advertising: OK, this is not new anymore. Still, if you are not advertising with Facebook ads, you are missing one of the most affordable and effective means of reaching a highly targeted audience. I suggest you set a budget of $100 a month and run a generic ad for your agency all year long, targeting your specific audience for $50. And the other $50 would be for unique monthly promotions. Utilize all the tools Facebook gives you, and you will see the results almost immediately.
