There have been some new reports out about the behavior of people who purchase travel online.
Prophis eResearch shows that travel 2.0 has become firmly entrenched in the travel industry. An estimated 19 million Americans have visited one of the top ten travel 2.0 traveler community based sites such as TripAdvisor in the past 12 months, bearing out the research from eMarketer that rates word of mouth – consumer reviews and opinions - as the most trusted form of advertising online.
Creating great content about your destination and syndicating it in RSS Feeds, with rich media – images and video – can increase your online visibility.
A 2008 study on online consumer behavior in the travel sector by Google UK and ComScore fi\und that consumers are using search engines in more sophisticated ways to research and purchase travel. The Internet is rapidly becoming the number one resource for the travel consumer. Many travel businesses could be missing out on the opportunity for additional bookings and branding opportunities by overlooking the value of advertising against generic search terms (e.g. ‘package holiday’, ‘Italy travel’) And with search engines now using blended search to display results, if you have digital assets such as images and video syndicated in feeds you could get seen more often when people search for travel ideas.
Add interesting content on a regular basis. Include reviews and experiences from people who have been to your hotel or venue. RSS and content syndication is a great Web 2.0 marketing tool for travel sites.