Universal Web Consulting: Impactful Trav...

Universal Web Consulting: Spring Travel Brings Spring Revenue

 With the arrival of spring season comes the urge for people to get out and about. This is the opportune time of year for those in the travel business. As noted online training firm Universal Web Consulting notes, travel marketing season approaches every year close to the same time. Some 40% of the travel industry’s impression volume takes place between May and August.

Travel marketers see the rise in clicks and spending begin in April and continuing to rise until around August. After that period, holiday related travel maintains some spending but that pretty much dulls out come February or March. So travel marketers, typically, should begin marketing sooner than later for the New Year’s travel season.

The following post provides some tips to travel marketing success as noted by Universal Web Consulting.

Universal Web Consulting Tip #1: Geographic individuality

The differences in performance in multiple geographic markets should not be ignored. Use studies, surveys and reports to determine which markets offer the greatest returns. Costs and returns can vary by region, and markets than return less on the investment should receive less spending in marketing. The marketer should look to increase impressions in promising markets and limit investment in others.

Universal Web Consulting Tip #2: Get Mobile?

If you are connecting with mobile users be sure to differentiate between the performance of the mobile market and other channels. Mobile has recently shown double digit growth in travel searches. This may prove a fantastic opportunity for the travel industry. Universal Web Consulting reminds its clients that keyword performance varies between desktop and mobile devices. Because of this, marketers should look for improvements to effectively optimize each channel.

Universal Web Consulting Tip #3: Google Places

The Google Places feature offers users and marketers a unique opportunity. As Google states it is able to offer basic information about a business, directions to the business, address, phone number and even a review of entrees. Many business owners use the service to update pages, photos and videos. As Universal Web Consulting mentions, there is also the option share with the business in the “print, email or link” options.

Universal Web Consulting Tip #4: AdWords & AdExtensions

 Universal Web Consulting tells its clients that location Extensions have been proven to boost the click through rate of sites and assists with placing the site high in Google’s SERP. This is an obvious advantage for travel marketers. It is possible to make your brand more visible with this tool and put your business on the map.

Universal Web Consulting Tip #5: Inventory Management

Every professional in the travel industry deals with the issues of under or over booking. Search campaigns that are unmanaged can potentially drive traffic unavailable offers. It takes the correct approach to manage the marketing campaign around inventory availability, but efforts must be made.

Setting daily market spending levels, pausing campaigns at certain conversion rate thresholds, or bidding on keywords based on higher inventory may be solutions. Taking a look at drops in conversion rates and putting a hold on those markets while the inventory diminishes is positive, but mat cause volatility.

For those Universal Web Consulting clients interested or involved in the travel market, it will take a rather customized mixture of strategies to address the issue. Each market may be different and options may be more effective for different reasons.

Universal Web Consulting Reminder: Start Now!

This is the time of year for travel marketers to start testing which strategies they will use. One should look to begin to plant seeds that will lead to fully flourishing season. As the staff behind Universal Web Consulting sees it, time wasted on ineffective marketing techniques only lead to lost customers and income.