As a travel marketing agency, we’ve seen first hand that the travel industry has faced a number of challenges over the last few years. The cost of living crisis, pandemic fallout, and climate concerns are among a number of significant barriers. However, there has been evidence to suggest that the market is overcoming these obstacles, reaching pre-pandemic levels of tourism.
Studies have summarised that international travel surpassed 99% of 2019 levels at the start of 2025 and are set to continue rising. This indicates a wealth of opportunity for brands to embrace rising engagement. It’s essential that the marketing efforts of your company are maximised in order to benefit from this effectively.
Let’s break down some techniques that contribute to an effective strategy.
Online and Offline Direct Marketing
Financial uncertainty has had an impact on the spending habits of consumers. Therefore, offering promotional discounts or benefits within your travel marketing strategy can support sales and conversion rates.
With direct marketing techniques, you can communicate these offers to suitable audiences. This strategy can be executed both online and offline, depending on your budget and intended audience. Online examples include SMS and email contact, sending recipients offers or information. This could also be an ideal way to feature a company newsletter or other content marketing material. Alternatively, offline direct marketing covers the likes of brochures, letters and events.
A travel marketing agency will use this strategy to target precise audiences within your desired cohort. Using productive content, this can result in improved brand awareness and loyalty, which can convert into enhanced sales.
Co Branding/Co Marketing and Partnerships
Co Branding refers to a collaboration between two or more brands to create a new product or service. On the other hand, Co Marketing is when brands generate a joint campaign or promotion.
By combining forces, companies are able to enjoy numerous benefits. Exposure to wider audiences can harness expanded reach and awareness, as well as enhanced reputation, for both brands. This can be particularly useful within a travel marketing strategy as having a reputable brand image is essential to acquiring sales.
An example of this was produced in a partnership between Airbnb and Flipboard. Developing new features for the Airbnb website, Flipboard was able to connect a new audience to the company.
This technique can be extremely successful, particularly if your offerings aren’t comprehensive. Co Branding can allow you to widen your audience, diversify offerings and convert an increased number of sales. However, this form of marketing can be complex to execute. Therefore, it can be advantageous to work with an experienced travel marketing agency, to ensure optimal results.
Social Media Marketing Techniques
When planning travels, many consumers will utilise online social platforms in their decision making process. Because of this, an experienced travel marketing agency will recognise the importance of creating engaging content for your audience.
There are a number of different platforms available to promote your company, each offering their own advantages. Combining your efforts across more than one channel can increase brand awareness and improve exposure. For this industry, visual content can be particularly impactful. Provoking a sense of aspiration and inspiration can build brand image and convert bookings. Utilising platforms with a visual emphasis, like Pinterest, Instagram and TikTok, allows you to share this form of content.
Additionally, when used strategically, social media can provide space to generate a sense of community. This can strengthen consumer relationships and loyalty, making the audience more likely to engage with the brand. Techniques such as promotional giveaways, livestreams and user generated content are a few examples of ways that community can be encouraged.
While provoking interactions with your audience, a credible reputation can be created, particularly with techniques such as user generated content. Followers are exposed to a reliable representation of your company and its offerings, functioning similarly to a review with high credibility.
SEO Best Practices
Ensuring your website and content is visible to the desired audiences is essential. Tactical implementation of search engine optimisation best practices into your travel marketing strategy can support this. SEO will improve visibility and therefore, the chances of potential customers engaging with your company.
When working with a travel marketing agency, a variety of techniques can be integrated to generate effective SEO. This could include building backlinks, focusing on localisation, utilising keywords and optimising for mobile. Keywords and localisation will increase the likelihood of relevant searches reaching your site. Meanwhile, mobile optimisation will ensure users can easily navigate your page and other online content. This is crucial as research has revealed that 70% of travellers research travel on their smartphone.
SEO best practices can require a level of technicality and are subject to frequent change. Consequently, it is worth considering partnering with a travel marketing agency that offers experience and knowledge in this strategy. They will be able to support your marketing efforts with relevant practices that improve your brand awareness, image and traffic.
VerriBerri Marketing Agency
If you would like to elevate your travel marketing strategy, our team of experts at VerriBerri can assist you. Our award-winning company has numerous years of experience, supporting a variety of different businesses.
To find out how we can enhance your marketing efforts and reach your goals, visit our contact page and get in touch today.