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Mobile and tablets are on the rise and tremendous growth is predicted to happen worldwide. Tourism businesses worldwide are investing heavily into digital and see the need for using future technologies and applications. However, when looking at digital marketing optimisation in terms of increasing online conversions, latest research from Adobe revealed that most businesses are underperforming. Offering personalised content, mobile optimised sites and mobile optimised testing are three key areas where businesses can improve and outperform their competitors (Adobe).


Tourism organisations and destinations will be in contact with a variety of travellers that might require or want different content. Unique content for individual travellers attract travellers attention and might even increase their time spent on the organisation’s website. This can make a big difference. 65% of organisations in the survey revealed that less than 20% of the visitors to their website receive targeted content. Tourism organizations and businesses therefore need to ensure that they know how people access content. With mobile on the rise, companies need to ensure that the content is mobile optimised and personalised content according to consumers location is provided. Wherever, businesses offer personalised content, it is very well received by them.


Tablets are actually exceeding Smartphones in web traffic. This is very interesting as it highlights the need for mobile optimised websites. However, many organisations do not have a mobile optimised site and rely completely on their desktop sites. Consumers might still access the desktop site via their mobile or tablet but very often this also means that the conversion rates via mobile is very low. 41% of businesses revealed that their average mobile conversion rate is 0.5%. Instead of spending a lot of their budget on expensive apps, tourism organisations and destinations should ensure that their websites are mobile optimised first, as this will certainly increase traffic and maybe even conversions.


Having a mobile optimised site is a very important step for tourism organisations and destinations. However, there is also the need to test the optimization and ensure that all content within the site can be accessed via a mobile or tablet device. Adobe’s research showed that a lot of businesses only test their optimisation on the landing pages and homepages. This testing process needs to be extended to all sites in order to ensure that users can access all content without problem. By ensuring that content is personalised, mobile optimised and this optimisation process is also tested, businesses can be sure that their budgets are invested wisely and they stay ahead of their competitors.


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