Location specific destination pages - The travel company's magic bullet
All companies with an online presence can benefit tremendously by 'geo-targeting' their customers – that is, providing them with content relevant to their specific location. Doing so can boost customer engagement and provide information that more directly fits in with what they're looking for. For travel companies though, it works a little differently. Rather than targeting where your customers are, you need to target the location where they want to be.
Types of holidaymakers
People who are planning on going on holiday fall into roughly two categories. These are:
1. Those who have a specific location in mind where they want to go, at a country, region or city level.
2. Those for whom the actual location is not as important as the 'type' of holiday that they have whilst there.
We'll look at the second category in a moment, but first let's examine the first group.
Targeting location-specific holidaymakers
How do you appeal to someone who already knows at least roughly where they want to go? By providing them with information on that location, and getting them excited about visiting it.
Say for example, somebody is looking for a holiday in the Maldives. Chances are, their first port of call will be to literally type in something like 'holiday in the Maldives' as a search query in Google or elsewhere. To stand a chance of ensnaring this customer then, you should get your copywriter to create a page on your website about holidays in the Maldives, and use this and related keywords in the title and elsewhere in the text. By doing so, you can not only dramatically increase the chances of your page actually appearing in their search results, but also engage with them directly about the subject they're looking for.
At this point they may just be looking for more information about the location before they commit to booking a holiday there. You could therefore provide them with a general overview and 'feel' of the location, as well as discussing some of the top attractions and activities, and what the accommodation options are.
You might even drill down further by getting your web copywriter to create sub-pages for particular places within the location. For our Maldives example this might be more specific areas within the island chain, such as the South Male Atoll, or individual resorts, such as Cocoa Island. If you were targeting those looking for a city break, in Rome for example, you could create pages for different parts of the city.
The point of all this? The more useful and relevant information you can provide, the longer the potential customer is likely to stay on your site. And the longer they stay on your site, the more likely they are to actually make a booking with you. Even if they don't do so there and then, they may bookmark your site for further use, or even go retro and actually remember your web address.
Targeting experiential holiday makers
So what about those for whom the destination isn't as important as the type of holiday that they have? You can use a similar tactic as above, but rather than targeting locations, target the different types of holiday that people are likely to look for. Your copywriter for example could create a page looking at the various options for adventure-based holidays around the world, or about the ultimate spa breaks, or beach holidays. It's all about providing useful, relevant information based around what your customers are actually looking for.
Have you found that location-specific pages have helped your travel business? Tell us about it in the comments section.
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