We know the sector widely due to our diverse experiences with all types of companies and entities related to tourism.
We manage campaigns in multiple languages (Spanish, English, French, German, Italian, etc.) and multiple countries (Western Europe, Eastern Europe, LATAM, USA, Middle East).
We are specialists in the best platforms to get the most out of digital advertising investments (Google Ads, Facebook, Kenshoo, Criteo, ...)
Our Background Experience
in Digital Marketing for the Tourism Industry
My experience with COPA AIRLINES
In Google, I helped Copa Airlines to monetize its million-dollar investments in SEM in America thanks to profitability analysis and support in market optimization strategies. P>
Toni Fernández CEO at VIVA! Conversion
My experience with MUCHOSOL
Aggressive online competition in the tourism sector is a challenge for Muchosol. We work hard in the remarketing strategy to achieve a positive return that allows us to continue growing in direct bookings, avoiding the dependence of intermediaries. P>
Verónica Calzada Team Leader at VIVA! Conversion
Mi experiencia con HOTELES AR
In order to increase direct bookings, a thorough work was carried out in AR Hotels strong> to identify target audiences and design long-tail oriented campaigns. It was possible to monetize the investment in several countries and have less dependence on intermediaries. P>
Verónica Calzada Directora de Equipo de Cuentas en VIVA! Conversion
My experience with TURISMO DE PUERTO RICO
Tourism of Puerto Rico aims to attract tourists from around the world. I helped their team set up the BrandFormance strategy around the world and generate an intention to visit Puerto Rico. P>
Toni Fernández CEO at VIVA! Conversion
My experience with TIGO
TIGO strong> is a leading telecommunications company in LATAM. During my work at Google we got to make the SEM channel increase its efficiency strong> in countries like Colombia, Guatemala and Bolivia, growing their investments in this channel every month. P>
Toni Fernández CEO at VIVA! Conversion
Find out how VIVA! Conversion can help you
We solve your concerns about Tourism and Digital Marketing
Fight against your competitors
A close follow up to your competitors allows you to stand out.
The travel industry is one of the most competitive in PPC and Google Ads with thousands of advertisers competing for ad placements. Because there is a high level of competence, it is vital that you investigate the competition to really understand them.
In order to compete, you need to know the competition and the investigation of them is not a job that is done once and then forgotten. You need to stay on top of it and monitor what is happening and what competitors are doing.
Some questions to solve:
- What keywords are your competitors bidding on?
- How different are their prices?
- Do they have special offers or discounts?
- Which ad extensions are they using?
- What do their customers think about them?
- Which landing pages are search engines sending traffic to?
- Is their product catalogue more diverse?
- Which are their USPs?
- How often are their ads shown in search results?
Impact your buyer persona properly
It is not the same to do campaigns for business people than for pleasure travelers, families, singles or couples
The deep knowledge of the segment you want to impact is critical to create ads and keywords. This is what will really allow you to focus on the right target. Everyone loves vacations, but not everyone is going to be the most relevant visitor for your business.
For the leisure traveler, you should know their age, their purchasing power, if they have children… Knowing how to appeal to the right type of traveler will help improve the quality of website visitors. If the average clientele is over 60 years old, it is not convenient to create an advertisement that promotes "children's benefits".
When a company focuses on the concurrent or business traveler, money discounts are not the biggest attraction. Showing discounts of tickets and free offers to this segment will not have the same appeal as for the leisure traveler.
Understanding to whom you have to impact, will help adapt the ad pages and the texts of the ads to that type of visitors and the benefits that initially involved them.
Compete with Online Travel Agencies (OTAs)
Better strategies against new players and business models
Many companies want to increase their sales through its own website. They want to have qualified traffic to the official website to increase the chances of getting more customers and get better margins. However, the key element to get qualified and profitable visits to a website is, without a doubt, the strategy: a detailed analysis of the sector, knowledge and monitoring of the competition and an impeccable execution.
To achieve an effective strategy, we have to seek to enhance what makes the official website different from the OTAs. Therefore, ads should be attractive highlighting the differential values. No intermediary will sell a hotel better than its owner.
Techniques to be aware of in a strategy for Tourism industry
Seasonality is one of the key factors that affect the travel industry when it comes to advertising. Creating separate campaigns for each destination will allow total control over the configuration and, when desired, increase or decrease the investment.
Data allows us to know when certain destinations sell more and when sales begin to decrease. Are there certain days of the week that convert more than others? Are there some better hours than others? All this information must be analyzed in order to make the most of digital advertising investments and to optimize seasonality
Depending on the keywords included in the search campaigns, not the same budget will be necessary. However, it is more than likely that a good level of budget is needed to stay competitive in the travel and tourism industry, when it comes to paid search advertising, due to the high level of competition that characterizes this sector.
Also in networks such as Facebook, YouTube or other media aimed at the generation of brand, engagement or remarketing, high budgets are needed to be able to stand out within the big existing competition.
Including destinations in ads
Creating attractive ads is a key task to achieve success in PPC campaigns. To do this, it is important to include the destinations in the ads, thus improving the quality of these and being able to get users to feel tempted to click on the advertisement. Showing the most relevant information to users in the ads and on the landing page is essential to reduce the abandonment rate and improve the final conversion rate.
If we can save users the step of using the search engine, better than good, since we eliminate unnecessary steps.
There is a need to balance the complexity and granularity of campaigns with their operational needs in digital campaigns. That is, the more campaigns, ads, ad groups and separate audiences are held, the more efficiency can be achieved from the point of return on advertising investment. However, this is at odds with operational efficiency, as it will require more management and control time.
One of the features to divide the budgets is the shared budgets feature, which allow to define budgets that will share different campaigns and thus will make a management, from the operative point of view, more effective. However, if the campaign needs to have more control of the unit budget, this feature must be deactivated and the operational needs balanced with the profitability sought.
It does not make sense to run digital advertising campaigns if you do not measure whether you are succeeding or not. There are many different metrics that can be used to measure performance, however, it is necessary to define the appropriate metrics for each business. For example, it is likely that the main objective of the travel industry are reservations, but there may also be additional objectives such as brochure requests or information downloads.
In addition, there are metrics that must be measured to ensure that the campaign's performance goes in the right direction to achieve business objectives. These could include clicks (CTR), cost per acquisition (CPA), conversion rate, cost per click (CPC), etc.
It is necessary that each of these objectives is supervised and optimized, to be at the forefront of the competition, and not allow any metrics to run wild.
Text is one of the key elements which make up the ads of the PPC campaigns. It is therefore important to work copy of these to become, in many cases, the hook that manages to attract leads to your website.
Including discounts and offers in the text of the ads is a fundamental task for the ads to seduce your audience. However, we can not forget the prices; the text of our ads must incorporate the rates to avoid low-qualified leads.
It is important to choose USPs that differentiate you from the competition and use calls to action to motivate visits to our website or to the landing page we have designed. In addition, it is convenient to try different ads to see what works and what does not.
Review the available ad extensions so that they are added to the campaign and appear in the ad.
Long Tail Keywords
When deciding which keywords to use in our PPC campaign, we must take into account the most specific terms, often they cost more and also have less search volume, but with a higher conversion rate.
In contrast, the general terms will probably cost less when they are more related to pre-purchase research. However, a much higher volume of searches will be achieved, which means that the total cost can be much higher and the conversion rate is lower due to the user's attitude.
Therefore, it is convenient to develop a keywords strategy based on our needs.
Bidding for brand words is one of the most tricky debates in the world of digital advertising. A priori, we would say yes, since it allows to control the exhibition of the brand much more than with organic positioning: it allows to show promotions immediately, it limits the competition to show advertising in searches of our own brand and allows us to appropriate as much space as possible of brand search results.
Brand keywords often have a much higher quality level and, therefore, the costs should not be too high. The OTAs control the purchase of brand keywords a lot so this space must be controlled.
As with any PPC campaign, to minimize the budget wasted by clicks on ads related to irrelevant searches, there will be thousands of negative keywords to be added.
Some examples of negative keywords will be words related to: free, terms of the competition, destinations where you do not operate…
Thus, Google allows you to add up to 10,000 negative keywords per campaign. But we should not forget that negative keywords should be reviewed frequently and always be analyzing the search query report.
Once a user has clicked on an ad, they should be taken to the most relevant landing page for that search.
The landing page should include a series of key elements that will facilitate the conversion, increasing the confidence of the visitors: user opinions, stars rating, information about holidays or destinations, photos, videos, trust symbols, multiple data and contact forms, reservation system employee…
In addition, we must bear in mind that the home-page can never be a landing page, unless the users search for the brand.
People call for booking, asking questions, and learning more before buying on websites. Some people prefer to talk to someone on the phone when making big purchases. That's why call tracking is essential to maximize the number of sales.
Keeping track of calls and keywords associated with those calls and reservations, can completely change the landscape of digital advertising campaigns, and give us a completely different view of the one we had without doing call analysis.
Throughout the world there are different events that take place every day and that travel companies can capitalize on. If people are traveling to an event, they will almost always be looking for accommodation or associated tourism services (tours, transportation, insurance, etc.). In the same way, they will also be looking for the best ways to travel to their destination.
As a tourism company, you have to know the different events around the world that take place in the destinations where you operate. A simple event calendar is ideal for this, since you can plan ahead when you need to create new campaigns.