Search

Opinions: 

Travel Tech

Through the web, consumers around the world can buy products and services from all around the world. However, the web also enables consumers to shop for more local products and services online. A total of 97% of consumers do shop local which is a very high number and emphasises the fact that local is still very important for consumers. Tourism businesses that have several branches, need to ensure that all individual locations where they have a business is very visible locally, so it gives consumers the opportunity to find these businesses through search. In the following, a way will be explained that ensures that tourism businesses are successful in multi location local search (Searchengineland 2013).

LOCAL COVERAGE

Tourism businesses need to have a local coverage meaning that consumers can easily find a businesses when searching locally. Local search marketing is very important, but many tourism businesses do not seem to have the “local” aspect with regards to search marketing on their agenda yet. This could however be a potential missed opportunity. Especially with regards to the fact that consumers are searching for services and products locally. For these marketers that have not yet covered their business in search, it is certainly a local market opportunity.

LOCAL LISTINGS

When consumers start a search in the search engine of their choice, local business listings with reviews, maps and the option to even call the business are listed on top of the organic search listings. Due to the to listing of these businesses, many consumers are choosing local search results over organic and paid search results. 61% of consumers are also considering local searches as much more useful, as information is displayed straightaway. The local factor of these search results is also considered as more trustworthy.

KEY STEPS TO TAKE

For any tourism business, it is essential to take steps towards optimising local search. In the following, these steps are listed that will enable marketers to leverage the opportunities from multi location local search. When search listings on a local level are optimised, consumers can actually find businesses in a destination much easier and will purchase products or services online or will physically go to the business and purchase these when in the destination. Search is still a core component of the travel industry and consumers worldwide are taking advantage of local search, so marketers need to optimise local search marketing.

  • Identify local market opportunities
  • Optimise listings with regards to accuracy and consistency
  • Optimise, publish and distribute

More from #DTTT

  • In May we present:
    What’s the appetite for Travel? with Beautiful Destinations – Weekly Tourism Impact Call: Week 11
    DTTT · What's the appetite for travel? with Beautiful Destinations Recovery is now in sight for many destinations and much is being done to improve destinations to make them safe and ready for travellers when they arrive. Whilst the focus has been on the impact to destinations for much of the pandemic, this has now [...]
    #recovery #COVID-19 #beautiful-destinations #industry #tourism #travel
  • In May we present:
    Sustainability Opportunities for Destination Recovery with Dr Cara Augustenborg – Weekly Tourism Impact Call: Week 10

    Sustainability is a key issue for the industry as it prepares for recovery. The fast-moving pandemic has been severely disrupting tourism and its impact will change the industry, academic engagement, and customer behaviour. The question many destinations are now asking is how can we be sustainable post COVID-19? We dedicate our tenth Tourism Impact call […]

    #ecotourism #recovery #COVID-19 #sustainability #industry #tourism
  • In May we present:
    Digitalisation and Sustainability solutions for recovery – Weekly Tourism Impact Call: Week 9

    As part of our efforts to react and support the industry, the #DTTT began hosting our popular Tourism Impact calls 2 months ago. Now going into the ninth consecutive week, we reflect on what has been an interesting and insightful journey so far. In many lively discussions, we’ve shared perspectives about COVID-19 impact, destination strategy […]

    #recovery #COVID-19 #sustainability #digitalisation #industry #tourism
  • In May we present:
    The Nordics COVID-19 Response

    How have the Nordic countries responded to the crisis? At the #DTTT, we have seen different approaches throughout the Nordic region and wanted to find out more. In a highly insightful interview we brought together the Tourism boards representing the capital cities of Norway, Sweden, Finland and Denmark to discuss their response to the COVID-19 […]

    #The Nordics #Response #COVID-19 #DMOs #marketing #strategy
  • In May we present:
    What travel will look like in the future with Doug Lansky – Weekly Tourism Impact Call: Week 8

    In our highly anticipated eighth Tourism Impact call, we discussed the different approaches of destinations who are at various stages of the recovery process. Recovering destinations are now looking for innovative product solutions as restrictions begin to ease and businesses start to re-open. Whilst for other destinations their recovery plans are still at the research […]

    #Doug Lansky #COVID-19 #DMOs #industry #strategy #tourism
  • In April we present:
    Designing the Future of Tourism – Weekly Tourism Industry Impact Call : Week 6

    At the #DTTT, we are working closely with destinations to find out what’s going on behind the scenes. A different week brings different perspectives. This week on the #DTTT’s sixth Tourism Impact Call, we discussed the role of technology and innovation as a solution for the industry, as well as featuring innovative community initiatives, and […]

    #COVID-19 #industry #product #strategy #technology #tourism
Show more
© 2017 Digital Tourism Think Tank