Using this content to manage their online presence is essential for every business in this industry.
Think about what you, as well as your customers, do when you want to travel and stay someplace. You do your research, read reviews, look for ideas, opinions and recommendations, decide on which of them are trustworthy and only then will you reserve your stay. Millions of people do the exact same thing before each trip, whether it’s just for a day or for a whole month.
A recent TripAdvisor study shows that guests staying at a hotel read more than 12 reviews before booking their reservation. More than half of the travelers in the same study (53%) don’t book hotels with no reviews.
Another study by Blue Magnet Interactive found that people visit 20 websites on average before they make a reservation for their trip.
High quality photos and videos have a much higher success rate compared to offline advertising such as TV, radio and billboards, showing even better results than banners. Nowadays websites are overflowing with banners that lead to sales with difficulty.
Since travel can be a big, expensive and even discouraging purchase, people are always hungry for information which can help them plan the perfect vacation at an affordable price. Show your customers that you’re considerate of them and know what they really need. Allow them to get a taste of your services in front of the computer screen in order to arouse their desire to experience them at first hand.
People in business such as the travel and tourism sector shouldn’t even question the necessity of online content. The question they should ask themselves instead is how to utilize this content most effectively.