Connecting with your custtomer through travel website content

Traveller behaviour data released by PhocusWire in 2018 says travellers look at 38 travel websites before making a purchase decision.

This means your travel agency website content, whether it be a travel blog, news articles or static content, must be more authoritative than anyone else’s, so when a traveller searches for his next holiday or business trip, he decides to book with you and not your competition.

The best way to write your travel agency website content is by connecting with your customer.
I always encourage people to think from the other person’s perspective whenever they are doing something that involves other humans. Because in so doing, you can envision what they want, what their issues are and how to solve them – and that’s the best way to connect. Ultimately, people are still emotional creatures. We’re all more likely to be loyal to a person, brand or product and continue to engage with the person, brand or product if we have a connection with it.

So how do you do this with your travel website content?

Add value – answer questions, be a resource

Know the type of traveller you market to and answer the questions the traveller may have.
If you’re a TMC aimed at business travellers – they may ask a question like – which loyalty programme is going to give me the best return on investment?

A leisure traveller on their way to Vietnam may have particular questions about the most efficient mode of transport in-destination.

Is there an opportunity here to provide a resource as opposed to just a simple answer?

How about a loyalty programme resource with all the available airline loyalty programmes and what they offer? What about a comprehensive resource on the transport options in Vietnam, including the pros and cons? Can you take it a step further to make you stand out from competitors and include reviews? (There’s a reason sites like HelloPeter and TripAdvisor work well. In a report released by World Youth Student and Educational (WYSE) Travel Confederation, 80% of millennial travellers feel travel reviews have a real influence on their decisions, with 56% posting online reviews after a trip).

By being the travel agency that provides this type of content on your website you show your customer that you value their preferences, and experiences. Transparency also goes a long way in building trust and thus loyalty and ultimately, that connection, with a client.

Give depth and texture to your website content

With so much information online it’s hard to be original. But you can make your travel agency website content stand out by ensuring it has more depth and texture than the rest.

Do this by citing quality sources. It’s much more authoritative to say “The Ocean Health Index has ranked Seychelles as number one for Ocean Health in Africa,” than, “Seychelles has some of the cleanest oceans in Africa”.

Give your content more texture by layering it. Think of it like an onion: If you were talking about the variety of cuisine Seychelles has to offer, then the first layer is that fact, the second is content that shows which types of cuisine, either with pictures, text or video. The third layer could explore the history and cultural influences behind the cuisine.

Remember to keep it personal

You are talking to another person, albeit through a computer screen. So, speak to your customers as though you were speaking to them in person.

This means not only adjusting your travel agency website content to a tone used by your customer on a daily basis, but it also means you should:

Include personal stories on your site:
This could be a case study on how your TMC reduced a company’s travel spend by managing an account in a way unique to you. Or, a personal account by one of your travel agency consultant’s recent visits to Italy, where the focus is less on discussing the obvious and more on the quirky and anecdotal, like a stop at a quaint coffee shop with kitsch floor tiles on the way to visiting the Leaning Tower of Pisa.

Talk about common pain points you and your client have:
This is another good way of keeping it personal. Could a common pain point be on airline ticket refunds? Maybe it’s time to write a guide on the most efficient way of executing a refund. You could include insights from individual travel advisors and the biggest issues they’ve identified. This information can then be used to inform the traveller of which actions they must take, and by when they need to take them, to help action a refund.

Remember – your travel agency website is your virtual store and/or office for your customers. And you must think of it as such. And if someone walks into your store – how would you go about connecting with them? Are you attending to their needs? Are you answering their questions? Are you showing them something they may not have seen or thought of? Are you treating them like a person? Are you connecting with your customer?

Or, are you leaving them to browse too long?

Writing content that helps you connect with your customer is not easy. It takes time, effort and expertise. Big Ambitions’ main goal is to connect our customers with theirs. Our travel content writers have worked in the industry. We have both the specialist knowledge and industry contacts to connect travel and tourism industry players to their clients, via their websites and other channels. Are you interested in connecting? Why not contact us here.

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