Six digital marketing practices for tour operators
First, publish complete, discoverable itinerary pages. Second, use authorised trip photographs and stories on social channels, linking to the matching programme.
Website and social content
First, publish complete, discoverable itinerary pages. Second, use authorised trip photographs and stories on social channels, linking to the matching programme.
Offers and reviews
Third, make offers, prices and promotion terms explicit. Fourth, request honest reviews and answer questions directly.
Advertising and partnerships
Fifth, test advertising with a defined budget and measurement criteria. Sixth, work with relevant partners, disclose commercial relationships and agree how referrals are attributed.
Review confirmed outcomes
Compare enquiries, confirmed bookings and cancellations with acquisition costs to decide what to improve before expanding campaigns.
Tour pages that support the reservation team's next step
| Decision | Information to provide |
|---|---|
| Choose an itinerary | Route, duration, activities and suitable traveller groups |
| Compare an offer | Departure dates, pricing, inclusions and actual conditions |
| Start an enquiry | Programme, travel date, party size and the team's confirmation channel |
Keep reservation requests separate from confirmed bookings. Assign an owner for prices and departures, and connect travel articles to the relevant itinerary or service.
Explore tour-company website scope →
Sources
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