In this episode, Cory Falter from LURE Agency, Sam and I discuss the digital strategies within the travel and hospitality industry.
Segment one dives into Cory Falter’s perspective on marketing in the T + H space. Cory discusses some of the challenges travel and hospitality companies come across in marketing. The key to separating yourself from your competitors is the ability to story-tell with an emotional appeal. Many purchasing decisions are influenced by personal connections.
Cory then discusses the significance of paying attention to detail in order to create a strong and united online and offline presence. The segment concludes with a discussion of the trends in the travel and hospitality industry and the importance of delivering personalized messages.
Websites and the customer journey in the T + H industry are the focus of Segment two. Cory dives into what the best websites are and why. He mentions that websites that make users “feel” something when they land on the site do fairly well. The use of cinematography has the ability to really convey messages in the T + H industry.
Cory also mentions that the homepage is one the most important pages yet it often gets overlooked. He then gives advice on how T + H websites can compete with sites such as Expedia and Travelocity and provides tips for startups creating their website for the first time.
We have focused more on the marketing and SEO specifics in the T + H industry. Since it is a competitive industry, it is crucial that your content strategy is diverse and meets the needs of a variety of demographics. He also goes into the importance of having a “wow” factor in your brand identity, as this is what will separate you from competitors.
The segment concludes with a breakdown of how a marketing budget in the T + H industry should be allocated:
- Paid links – 5%
- Email – 5%
- Local Search – 5%
- Meta Search and Dynamic – 10%
- Display – 10%
- Social Media – 10%
- Seasonal and Testing – 14%
- SEO/SEM – 35%
The final segment, segment four discusses how to gather reviews and get your customers to share positive experiences. He recommends incentivizing guests to write positive reviews and utilizing Flip.to in order to promote them.
Cory provides more advice for startups that are trying to create their brand identity and brand awareness. He mentions that it is crucial to have support while your business is coming off the ground considering there are many things that can go wrong.
For businesses with a current site that not converting, Cory gives tips on how to get through it by making adjustments.
The show concludes with Cory’s perspective on where the T+ H industry currently is and where it will be in the future.
About The Hosts:
Sam Wheeler is This Week in Marketing’s co-host and a Digital Marketing Expert. Sam has experience in helping small businesses to fortune 500 companies in growing their presence online and optimizing their brand strategy. His current projects include supporting WealthFit, a financial blog dedicated to revolutionizing financial education. One of their recent blogs discusses how to Change Your Life with an Exponential Mindset.
Kevin Svec is the Chief Content Strategist at E2M Solutions Inc. and has a strong background in Journalism. He specializes in writing educational content for a wide range of businesses. He also enjoys working on Impulsive Wanderlust, his travel website – check out the latest post on America’s most haunted roads! When Kevin is not content creating you can find him hanging by the beach or rock climbing.