At the turn of the century, many were relieved to learn that the "Y2K bug" and its subsequent apocalypse had been prevented.

Our computers didn't crash. No planes fell from the sky. VCRs became defunct, but not for the reasons predicted.

The world had been saved.

Or had never really been in any danger, depending on whom you asked.

But in February of 2000, one month later, a little travel company by the name of TripAdvisor launched its website.

With very few successful predecessors, the appearance of TripAdvisor on the World Wide Web marked an important milestone in the unravelling of a new concept: Online Travel.

Two decades on, the Internet has become a one-stop-shop for anyone interested in immersing themselves in travel and tourism.

And as such, an enormous drive for digital travel marketing continues to grow in 2021.

This article will uncover all the secrets of digital travel marketing, including:

What is digital travel?
The current state of digital tourism
- Digital travel and the coronavirus
- Sustainable travel in 2021
What is digital travel marketing
- The difference between ‘tourism’ and ‘travel marketing’
- Who can benefit from digital travel marketing
How to massively improve your digital travel marketing strategy right now

Sound good? Let’s dive in.

Digital Travel: What Does it Mean?

Digital travel represents the side of tourism that exists in websites, videos, emails, and any other form of digital media that relates in some way to the travel industry.

In other words, it’s the online version of travel stuff.

Nowadays, just about everything can be found via the web. People want to try things before they buy. We’re addicted to the carefree simplicity of window-shopping from the comfort of our own homes.

And no customer enjoys imagining themselves experiencing the benefits of a potential purchase more than travel addicts.

For this reason, a desperate need for digital travel was born.

And with it came the even greater need for what is known as digital travel marketing.

What began as a few online booking platforms, travel blogs, and the odd web store has evolved into an infinitely expanding world of digital tourism, consisting of thousands upon thousands of travel experts (and phonies).

In order to compete in such a vast landscape, you need to have a good grasp of where it’s at right now – and where it’s headed.

The Current State of Digital Travel

In 2021, some people believe that the need for digital tourism is all but dead.

This is not the case.

There’s never been a more important time for businesses in the travel and tourism industry to boost their online efforts.

Why?

Because travellers have been kept away from the thing they love the most for a very long time.

And we all know what makes the heart grow fonder…

Pandemics.

Digital travel and the coronavirus

“Diamonds are made under pressure.”

Coronavirus restrictions have provided the perfect opportunity for travel companies to rethink and renew their branding and objectives. They’ve also given savvy businesses a chance to shine in a time of darkness.

Expedia, for example, has dedicated an entire section of their website to COVID-19 travel planning. And they’re not the only ones:

Airlines are now in competition to see who can offer the best refund policies and customer safety.
Travel gear manufacturers have added a selection of masks to their shopping lists.
A few clever travel SaaS platforms, including Kaptio, are using their downtime to add contemporary features to their products that are relevant to the current global disposition.

Priorities have shifted within the world of digital tourism.

It’s no longer about who can provide the most exciting service for the best price; now, travellers value hope and safety more than anything else.

But the pandemic isn’t the only thing affecting the current direction of the travel industry.

If you’re on the executive board for a business in the travel and tourism domain, there is one flight you’d be wise not to miss…

Sustainable travel in 2021

Sustainability. That’s the word on every shrewd travel marketer’s tongue these days.

And for good reason.

“Better late than never” is the axiom for sustainability culture.

The fact is, travel and tourism businesses were so busy exploding with growth over the last 50 years that they forgot to slow down and consider the long-term effect of increased air and sea travel, mass manufacturing, and other carbon-emitting practices.

But thanks to the enforced standstill inflicted by the global pandemic, businesses in the travel industry have finally been able to take a long look at themselves in the mirror and ask: “What can I do better?”

Many tour companies are now promoting carbon neutrality. Airlines are looking at more ways to offset their emissions. Organisations like Tourism Cares and Planeterra are building sustainable travel networks that seek to unite the industry through positive environmental impact.

This enlightened change is an encouraging sign for the future of tourism.

But in order for it to really take off, businesses need to invest in powerful advertising campaigns. Without effective promotion, sustainable tourism jetlag will continue to hold us back from truly groundbreaking change.

That’s where digital travel marketing comes in.

Digital Travel Marketing: The New Age of Tourism

Once upon a time, the word Tourism supposedly represented all the marketing requirements for the world of travel.

Not anymore.

To tell the truth, it never really did.

Travel marketing and tourism are often synonymised, but they’re not synonymous.

Allow me to explain.

What’s the difference between ‘tourism’ and ‘travel marketing’?

Tourism, while a part of travel marketing, is more accurately the marketing of places and cultures.

Travel marketing covers just about any form of marketing related to travel and tourism.

From a billboard advertising travel socks to the weekly newsletter you get from your favourite travel blogger – anything that promotes a business or idea related to travel can be considered travel marketing.

And in today’s technological world, digital travel marketing reigns supreme.

So who is it for? And what can it do for your business?

Who can benefit from digital travel marketing?

Digital tourism isn’t just limited to airlines and travel agencies – though it certainly encompasses both of these industries.

In truth, many different types of businesses from completely different industry-umbrellas can benefit from good digital travel marketing.

Here are just a few:

Hotels and hostels
Tour operators
Business travel software
Travel gear manufacturers
Travel gear retailers
Airlines and international train operators
Travel agencies
Hiking gear manufacturers
Online booking platforms
Tourism magazines
Luxury cruise operators
Souvenir shops
Travel gadget manufacturers

As you can see, there’s a near-infinite amount of different businesses that could use an effective digital travel marketing strategy.

The good news is: it doesn’t matter which industry you’re in – whether it’s SaaS, retail, manufacturing, or accommodation – 90% of what’s needed to make good digital travel marketing can be applied to all of them.

So long as you incorporate some niche-specific content into your strategising, many of the same techniques can be applied to any business in the digital travel world.

And digital travel marketing is the number one way to develop and improve your business while turning in more profits.

So what’s the secret?

How to grow your travel company with digital travel marketing

By publishing relevant, trending, consistent content related to travel and tourism you can reach a wider audience, bring more leads to your website or platform and position yourself as the go-to business in your niche.

This is what is known as content marketing. But digital travel marketing doesn’t stop there.

Besides regular blogs, e-newsletters, and social content, there are a number of ways to digitally market your travel company and start growing as a business exponentially.

These include, but are in no way limited to:

Advertisements
Video tutorials
SEO
Landing Pages
Whitepapers
Ebooks
Facebook Live webinars

What really matters is that you have a good digital marketing strategy in place for 2021 and the years to follow.

To find out how to do that, check out this helpful blog.

If you’d rather leave your digital marketing up to a pro or book a consultation to learn which digital travel marketing methods are best for your specific needs, please fill out this form.

Until next time,

Happy Travels!

What is Digital Travel Marketing? [A Guide to Online Tourism]