Want to get away? If so, you aren't alone. Spring is the time of year when many people start researching and booking their summer travel plans.
People are already searching for cheap travel deals, family vacation ideas, flights, hotels, or their favorite theme park or cruise line. And advertisers are ready:
Competition will be higher than ever this year, with consumers expected to spend $381 billion on leisure travel in 2017. So how can you win over consumers?
Here are 10 ideas to improve your travel marketing strategy using PPC this year.
1. Travel Search Stats: A 30,000-Foot View
According to Google research, 55 percent of leisure travelers go on just one or two trips a year. But they do a lot of research before booking those trips.
Every month, millions of people are searching using a variety of travel keywords. As Bing research found during a recent six-month period:
33 million people searched for airline tickets or reservations.
29 million people searched for hotel or motel reservations.
16 million people searched for vacation packages.
14 million people searched for car rentals.
10 million people searched for cruises.
And many of those people are buying:
24 million people bought airline tickets or reservations.
22 million people booked hotel or motel reservations.
11 million people rented a car.
6 million people bought a vacation package.
3 million people booked a cruise.
Travel Marketing Tip: Many travel consumers plan far ahead. Make sure you have offers that appeal to people who are ready to book long before they travel, as well as last-minute travelers.
2. Understand the Traveling Customer’s Journey
Wouldn't it be great if someone did a search, saw your paid search ad, clicked, and immediately converted? Unfortunately, today's customer journey is often far more complex.
In fact, as detailed by Think With Google, one person can have hundreds of interactions with brands while researching their travel. In one case, a woman named Amy did 34 searches, watched five videos, and visited 380 web pages while researching her trip to Disney World.
Google identified four key moments where you need to win over travelers:
Dreaming: People who are thinking about traveling are doing searches to find ideas and inspiration – where to go and what to do.
Organizing: People are deep in consideration mode, deciding which hotel or airline to book, based on details