Welcome to My Digital Marketing Hub for
Travel & Hospitality!
“Inspiration is the most important part of our digital strategy.”
Hello and thank you for stopping by! I’m thrilled to share my passion for digital marketing with a special focus on the travel and hospitality industries. With years of experience in this vibrant sector, I offer tailored business coaching, impactful SEO content, and strategic digital advertising to help businesses like yours thrive in the online world.
In this blog, you’ll find a treasure trove of marketing tips to sharpen your strategies, real-world case studies that showcase what works, and inspiring ideas to fuel your growth. Whether you’re a small business owner, a startup, or an established brand looking to leverage digital marketing, my goal is to provide actionable insights and motivation to help you reach new heights.
I’m excited to connect with you and support your journey. Feel free to explore the posts, leave a comment with your thoughts or questions, and let’s start a conversation about how digital marketing can transform your business. Stay tuned for regular updates, and let’s grow together!
Ditch the OTA drama: 4 simple ways for hotels to boost direct bookings
Tired of watching those OTA commissions eat your lunch? It's time to shift the focus! Check out our latest blog post for 4 simple ways travel and hospitality businesses can attract more direct bookings and keep more cash flowing your way.
Hey there, fellow travel industry entrepreneurs!
Let's get straight to it. We all love filling those rooms , right? But sometimes it feels like we're paying a significant amount to the big Online Travel Agencies (OTAs) just to get guests through the door. Those commission fees? They really cut into your hard-earned revenue.
Imagine a world where more guests book directly with you. More profit in your pocket, full control over the guest experience from the get-go, and the chance to build a real relationship with your visitors. That sounds much better, doesn't it?
Good news! You don't need a massive budget to make this happen. You just need to focus on a few key areas. We're talking simple, actionable strategies that can significantly shift the balance towards those profitable, commission-free direct bookings.
Ready to stop relying so heavily on the middleman and start bringing guests directly to your website? Let's dive into four simple ways you can boost your direct bookings, starting today.
Your personality is your biggest asset
Simple Way #1 - Make your website welcoming and easy to use
Your website is your most important online asset. It's your chance to make a great first impression, showcase what makes you unique, and convince someone to book right now.
But here's the thing: if your website is slow, confusing, looks outdated, or makes booking difficult, potential guests are likely to leave quickly. And guess where they'll go? Yep, back to the easy-to-use OTA sites.
So, let's make your website work for you:
In today's fast-paced world, nobody waits long for a slow website to load. If your site takes more than a few seconds, say goodbye to visitors (and potential bookings!). Get it optimised for speed. You can even test your website’s speed here. Your guests (and search engines!) will appreciate it.
Mobile-Friendly is Essential: Fact: A huge percentage of travellers research and book on their phones. 68% of online traffic for travel and hospitality websites in 2023 was from mobile devices, indicating a strong desire for more mobile accessibility and booking options (Travelperk). If your website isn't easy to use on a mobile device, you're missing out on a lot of potential business. Test it on your phone right now. Is it easy to navigate and book? Test it on other phones too!
Clear Navigation is Key: Guests should be able to find information about your rooms/services, see photos, check availability, and hit that "Book Now" button without any hassle. Keep your navigation clear and intuitive.
Show Off with Great Visuals: High-quality photos and videos are essential. Let people see themselves enjoying your space or experience. Poor quality photos are a major turn-off. Invest in professional photography – it's a worthwhile investment.
Make the Booking Process Simple: Your online booking engine needs to be seamless, secure, and simple. Any difficulty here is a direct booking deterrent. Test it yourself. Is it quick and easy to complete a booking? For many small businesses in travel and hospitality, solutions like Little Hotelier are popular choices known for their ease of use and flexible plans.
Think of your website as your primary online tool – always available, always ready to impress, and always making it easy for guests to book directly.
Simple Way #2 - Give them a reason to book direct -add value to your hotel
Okay, your website is looking sharp and running smoothly. Now, why should a guest book directly with you instead of clicking that familiar "Book on [OTA Name]" button? You need to give your potential guests and yourself some compelling reasons.
This is where you showcase the exclusive perks and value they only get by booking directly through your website. Don't make them hunt for it – feature it prominently on your site!
Here are some ideas to make direct booking irresistible:
Best Rate Guarantee (and Mean It!): This is a classic for a reason. Promise that guests will always find the best rate on your website. If they happen to find a lower publicly available rate elsewhere, match it and maybe even offer an extra perk. Make sure this is clearly stated and easy for guests to understand.
Exclusive Perks & Add-ons: Get creative! What can you offer direct bookers that OTAs can't?
Complimentary welcome drink or amenity
Free upgrade (subject to availability)
Early check-in or late check-out
Discount on on-site services (restaurant, bar)
A small gift or local treat upon arrival
Access to exclusive packages or deals not available elsewhere
Flexibility & Personalisation: Often, booking direct allows for more flexibility with cancellations or modifications compared to restrictive OTA policies. Highlight this! Also, emphasise that booking direct allows you to better understand their needs and personalise their stay.
Loyalty Programs: Encourage repeat direct business with a simple loyalty program. This could be a voucher for a free night's stay, points towards discounts, or special benefits for people who book with you regularly. We'll go into more detail on loyalty strategies in a future post!
Direct Communication: Remind guests that booking direct means they communicate directly with you, the property expert, not a third-party call centre. Guests really appreciate this when they've got specific questions or requests.
Your goal here is to make the value proposition of booking direct so strong that choosing an OTA seems... well, less appealing! Clearly display these benefits on your website, especially on your booking engine pages.
Stand out with your offering
Simple Way #3 - Get found online (be where your guests are looking)
Alright, you've got your beautiful, speedy website loaded with exclusive direct booking perks. It's like having the best party in town, but people don't know where it is! We need to fix that!
Getting more direct bookings means getting more people to visit your website instead of just seeing your listing on an OTA grid. This is all about online visibility – making sure you pop up when potential guests are searching for their next getaway.
Think about how you look for places to stay when you travel. Chances are, you start with a search engine (hello, Google!) or maybe you're scrolling through social media and see something that catches your eye. Your potential guests are doing the exact same thing.
Here’s how you can make sure you're visible when they're looking:
1. Master the art of being found on Google (SEO is your friend)
When someone types " hotel in [Your location]" or "vacation rental near [Local attraction]" into Google, do you show up? Or are you buried on page 7, a place nobody ever visits? Getting found high up in those search results is what Search Engine Optimisation (SEO) is all about.
It sounds techy, but at its core, means making your website attractive to search engines so they understand what you offer and show you to the right people. This involves:
Using the right words: Naturally including the terms people actually search for (like your location, property type, key amenities, nearby landmarks) throughout your website content.
Creating quality content: Writing helpful, engaging descriptions for your rooms and property. This signals to Google that your site is a valuable resource.
Having a healthy website: Ensuring your site loads quickly, is easy to navigate, and works flawlessly on mobile devices (Google likes sites that provide a good user experience).
Getting your website to rank higher takes consistent effort, but the payoff is huge. When someone finds you organically through a search, they often have high intent to book, and you've just bypassed the OTA entirely!
2. Use digital advertising smartly (Get in front of the right people)
While SEO is fantastic for capturing people who are actively searching, digital advertising allows you to proactively reach potential guests who might not even know about you yet, or are in the earlier stages of planning their trip.
Platforms like Google Ads and Social media ads (Facebook, Instagram, etc.) offer powerful targeting options. You can reach people based on their location, interests (like travel, hiking, food), demographics, and even their online behaviour.
Imagine being able to show a visually appealing ad for your unique property to someone scrolling through Instagram who fits the profile of your ideal guest.
Digital advertising can drive immediate, targeted traffic directly to your website and booking engine. It requires a budget, but when planned and executed strategically, it can be a very efficient way to acquire commission-free bookings.
By focusing on both attracting people who are searching (SEO) and reaching out to potential guests where they spend time online (Digital Advertising), you significantly increase the chances of them discovering your property and landing directly on your website, ready to explore your direct booking offers.
Ready to talk about keeping those guests happy and turning them into repeat bookers? Let's move on to the final simple way!
Simple Way #4 - Nurture the guest relationship (turn them into direct booking fans)
Okay, you've done it! You've charmed a guest, they've landed on your amazing website, seen your sweet direct booking perks, found you online, and BAM! They booked direct. High five!
But the journey doesn't end there. Getting that first direct booking is awesome, but turning that guest into a repeat direct booker? That's the ultimate goal. Loyal guests are gold – they cost less to acquire (zero commission!), they often spend more, and they become your best advocates, telling their friends about your place.
How do you turn a first-time direct booker into a huge fan who wouldn't dream of booking anywhere else? It's all about the experience and the relationship.
1. Deliver an exceptional stay (this is non-negotiable!)
Let's be real: no amount of website sparkle or free welcome drinks will make up for a bad experience. The core of repeat business is providing a fantastic stay. Clean rooms, friendly service, addressing issues quickly, and exceeding expectations whenever possible. Focus on the details that make your place special and memorable. A happy guest is the most likely guest to book direct again.
2. Communicate Before, during, and after their stay
Stay connected! This isn't about spamming them, but about providing helpful, timely communication that enhances their experience and reminds them of the personal touch they get by booking direct.
Before Arrival: Send a warm welcome email to confirm the booking (don't forget to remind them about the perks of booking directly!), and provide useful information about check-in, directions, or local tips.
During Stay: Be available and approachable. A quick chat, offering local recommendations, or simply ensuring they have everything they need shows you care. Please don’t turn up in a serious suit and act like the boss! Your guests are ordinary people who appreciate authenticity and charm. Just be yourself, and let your passion for hospitality shine through. Take the time to get to know them and show that you're interested in their life and what they do. Grab the opportunity to share your personal story and your vision for your hotel. Storytelling is a great way to build relationships with your guests. Travellers love a good story, and they're always willing to support it. Read also: Tourist vs Traveller - Spot the differences and adapt your marketing strategy accordingly
After Departure: Send a thank you email. Ask for feedback (I'll cover this in more detail next time!). Just a gentle reminder about the perks of booking direct next time, and maybe throw in a little discount code for regulars. Just remember to stay authentic and avoid overusing clichés and being excessively professional. You could start by making a joke to break the ice, something that will remind them of their stay. Your guests are often touched by the little authentic moments they experience on your premises, and it's the perfect way to evoke emotions and future bookings.
3. Ask for feedback (show that you listen)
You should mention this to your guests while they're staying with you. Just tell them in person that their feedback makes your hotel a better place for your guests. Most of the time guests give you a review while they are staying with you, sometimes they wait until they leave. When its the second case don't forget to drop an email to them and kindly ask them for their review. Don't just be happy when you get a 5* from them. Appreciate the comments and see them as constructive criticism. Go ahead and reply to the review, and say a big thank you for their comments. Why not make a personal comment to show the other guests that you're a natural at communicating? And please avoid answering "thank you for your review, our hotel blah blah blah ". Try to be authentic when answering too.
Passion for your hotel is obvious everywhere
4. Make re-booking direct easy & appealing
In your post-stay communication and on your website, make it incredibly simple for past guests to book direct again. Remind them of the perks they received by booking direct last time. If you have a simple loyalty program (like the one mentioned earlier), remind them of their progress or benefits. Give them a clear call to action to visit your website for their next trip.
5. Build a community (optional, but powerful)
For some properties, building a sense of community can foster incredible loyalty. This could be through social media groups, email newsletters sharing local insights, a blog in your website where you share tips for unforgettable holiday or even hosting small events (if applicable). This keeps you top-of-mind and strengthens the connection beyond just the transaction.
Turning guests into direct booking fans is about building a relationship based on trust, excellent service, and clear value. By focusing on their experience from the moment they consider booking until long after they've left, you create advocates who will bypass the OTAs every time.
Ready to boost your direct bookings?
So there you have it! Four simple, actionable ways to start shifting the balance from those commission-heavy OTAs back to your own pocket.
We talked about making your website a welcoming, easy-to-use place that looks fantastic (Simple Way #1). Then, we layered on the irresistible reasons why guests should book directly with you – those sweet, exclusive perks and best rate guarantees (Simple Way #2). After that, we tackled getting your amazing property found online when people are actually looking, using the power of SEO and smart digital advertising (Simple Way #3). And finally, we wrapped it up with the crucial part: delivering an amazing guest experience and building relationships that turn first-time bookers into loyal fans who always come back to you directly (Simple Way #4).
None of these steps require you to reinvent the wheel or spend a fortune overnight. They're about focusing your efforts strategically on your own platform and your guests.
Boosting direct bookings is a marathon, not a sprint, but by consistently implementing these simple strategies, you'll create a stronger, more profitable business less reliant on third parties. Start with one or two areas you feel you can tackle right now, and build from there. Your bottom line (and your peace of mind!) will thank you.
Ready to start welcoming more guests who booked directly through your site? The time to start is now!
Let me know what you're thinking, what your concerns are and any ideas you might have – just use the form below. I'm more than happy to chat about it with you.
10 Budget-Friendly Marketing Tips for Small Hotels
Marketing on a shoestring? Small hotel owners, this one's for you! Forget throwing cash into the wind. I've got 10 smart, strategic, and seriously budget-friendly ways to attract guests and fill those rooms. Let's talk marketing that actually works, without costing a fortune.
Marketing on a budget? Small hotel owners, this one's for you!
Let's be real. In the fabulous world of travel and hospitality, budgets can sometimes feel tighter than a budget airline seat. You know you need to market, but dropping serious cash on fancy campaigns feels like throwing confetti in a hurricane – maybe fun for a second, but does it actually do anything?
FEAR NOT, fellow adventurers in the business world! You don't need a Kardashian-level budget to get noticed. You just need to be smart, strategic, and maybe a little bit cheeky.
I’ve rounded up some killer marketing tactics that won't break the bank but will bring in those lovely guests and customers. Think of these as your secret weapons for conquering the market without needing a second mortgage.
Your digital front door: Google Business Profile (GBP)
What: Okay, first things first. If you haven't claimed your free Google Business Profile, stop reading and go do it. Seriously. It's like having a prime piece of digital real estate right on Google Maps and search results, and it costs you exactly zero money. Fill everything out: accurate address, phone, website, hours, services, amenities (got free Wi-Fi? Shout it!), and load it up with gorgeous, high-quality photos. Use the Q&A section to answer common questions before anyone even asks. And keep posting updates like special offers or local events – it shows Google you're alive and kicking!
Why Budget-Friendly: It's FREE. It's your absolute best friend for local search visibility. People searching for a place like yours near them are highly likely to see your GBP first. More visibility = more clicks = more direct bookings (ta raaaah!) without paying anyone a commission. It's basically free money, almost.
2. Social Media: focus your fire, don't just spray and pray
What: We all know social media is a thing. But you don't need to be everywhere, trying to keep up with TikTok dances and LinkedIn thought leadership and Pinterest boards. Pick 1 or 2 platforms where your ideal customer actually hangs out. Instagram is brilliant for worthy visuals (stunning hotel rooms and epic views). Facebook is great for building a community and sharing local tips. Share high-quality photos (seriously, blurry photos are a crime), give people a peek behind the scenes, highlight local gems, post special offers, and talk to people in the comments. If you can spare a tiny bit of cash, even €10 a day on targeted ads can put you in front of exactly the right eyeballs.
Why Budget-Friendly: Organic social media is free. Its your tool to engage, inform and build relationships. Use it wisely and advance your business with zero cost. Small ad spends at the same time can be highly effective if targeted correctly and place your business in front of new audiences.
Place your business in the market with the right tools
Turn guests into your brand ambassadors: reviews & user-generated content (UGC)
What: Happy guests are your best marketing team, and they work for free! Actively encourage satisfied folks to leave reviews on GBP, TripAdvisor, Booking.com, wherever makes sense for your business. Make it easy for them! And here's the magic: monitor all reviews and respond professionally, even the not-so-great ones (it shows you care). Also, get guests to share their amazing photos and experiences using a unique hashtag for your business. Then, ask permission to reshare their content on your own channels.
Why Budget-Friendly: Trust is huge in travel. Reviews are authentic social proof that you're legit and lovely. UGC is gold – it's real, relatable content that you didn't have to pay a photographer or a marketing agency to create. It builds massive trust, and it's all thanks to your happy customers doing the work for you!
Become the local guru: create valuable local content (Blog & SEO)
What: You're in a specific location, right? You know the best coffee shop, the coolest hidden trail, the perfect spot for sunset. Share that knowledge! Write blog posts or add pages to your website like "10 must-do things near [your hotel name]," "Your ultimate weekend itinerary for [your town]," or "Best eats within a 5-Minute walk." Make sure you use keywords people are actually searching for (like "things to do in [town name]").
Why Budget-Friendly: This is how you attract people who are planning a trip to your area, even if they don't know about you yet. It drives organic traffic to your website (free!), positions you as the go-to expert for your location, and gives your website a big boost in search engines (hello, free visibility!). Your main investment here is your time and local knowledge.
Content is King and Free Organic Reach
Build your own VIP club: email list & newsletters
What: Your website visitors are interested! Don't let them leave and forget about you. Offer a little something to get them to subscribe to your email list – maybe a small discount, a free local guide, or access to exclusive offers. Then, send out periodic emails with special deals, highlights of upcoming local events, or news about your business.
Why Budget-Friendly: Email marketing platforms often have free tiers for smaller lists, or very affordable paid plans. Once someone is on your list, you have a direct line to their inbox. It's one of the most effective ways to encourage repeat bookings and fill rooms during slower periods, and it costs way less than trying to acquire a brand new customer.
Partner with local businesses & influencers
What: You're not an island :-) Team up with other cool businesses nearby – restaurants, tour operators, shops. Do cross-promotions, recommend each other to guests, maybe create joint packages. Also, look for local micro-influencers (people with a smaller but highly engaged local following) who genuinely love your area and what you offer. Offer them a complimentary stay or experience in exchange for some authentic posts and stories.
Why Budget-Friendly: These collaborations are often win-win situations based on mutual benefit, not big cash payments. Partnering expands your reach to their audience for free. Micro-influencers are usually more affordable than big names and often have a more dedicated, local following that's perfect for hospitality businesses.
You are not alone. Collaborate to succeed
Keep a bigger piece of the pie: offer direct booking incentives
What: Encourage guests to book directly on your website (saving you OTA commissions) by offering best rate guarantees, a small complimentary item (e.g., free breakfast, late checkout), or a unique package not available elsewhere.
Why Budget-Friendly: This is less about spending money and more about saving it. The cost of that free breakfast or small discount is usually way less than the commission you'd pay to an OTA. More direct bookings mean more revenue stays in your pocket. Simple math.
Run hyper-targeted, small-scale digital ads
What: Okay, we said budget-friendly, and ads can cost money. But you don't need a huge ad budget. Platforms like Facebook and Google Ads let you get super specific with who sees your ads. Target people based on their interests (e.g., "interested in hiking," "planning a trip to [Your Region]"), demographics, or even show ads only to people who have visited your website before (that's called retargeting, and it's magic). Set a small daily budget you're comfortable with.
Why Budget-Friendly: You are in total control of the spend. By targeting precisely, you ensure your limited ad budget is shown only to the people most likely to book, maximising your return on investment. It's about quality over quantity, making every euro count.
Speed & smoothness wins: ensure your website is mobile-friendly & fast
What: Most people are planning and booking travel on their phones these days. If your website looks wonky, is hard to navigate, or takes forever to load on a mobile device, you're losing bookings. Test it on different phones! Make sure it's speedy – slow sites frustrate people (and Google).
Why Budget-Friendly: While a total website overhaul can be pricey, many modern website platforms have built-in mobile-friendly designs. Often, speed issues can be fixed with simpler things like optimising your images (making them smaller file size without losing quality) or using browser caching – fixes that are often free or low-cost. It's crucial because a bad website experience is a guaranteed way to send potential guests running to your competitors.
And last but not least ..
Keep them coming back: implement simple loyalty or referral programs
What: It's way cheaper to get a past guest to return than to find a new one. Offer a small discount, a room upgrade, or a special perk for repeat visitors. Also, encourage your happy guests to tell their friends! Give them a little something (like a discount on their next stay or their favourite room with the balcony to the east ) if someone they refer books with you, and maybe give the friend a small discount too or a room next to the pool area.
Why Budget-Friendly: Loyalty programs turn happy customers into repeat customers. Referral programs turn them into recruiters. Word-of-mouth is incredibly powerful and, you guessed it, free marketing! It builds a community of fans who aren't just guests, but advocates for your business.
There you have it! Ten powerful ways to market your travel or hospitality business effectively without having to spend a fortune. It's about being smart, focusing your efforts, leveraging what you already have (like happy guests and local knowledge!), and using the amazing free and low-cost tools available.
Feeling a bit overwhelmed by all the options? Or maybe you're wondering how to actually do some of this stuff effectively? That's where a little expert guidance can make a world of difference. Sometimes, knowing exactly where to focus your limited time and budget is the smartest move of all. Share your thoughts with me in the form below. I see them quickly and respond in a flash. Lets upscale tourism together
Tourist vs Traveller - Spot the differences and adapt your marketing strategy accordingly
Ever wondered if there's a real difference between a "tourist" and a "traveler"? (Spoiler: Yes, there is!). It's not just about semantics; it's a whole different vibe! Understanding who's who is absolutely key to nailing your marketing in the travel and hospitality world. Dive into my latest post to see why this distinction matters for your business – and maybe figure out which one you are!
Let's talk about a classic debate that pops up whenever people start dreaming about their next getaway: the difference between a "tourist" and a "traveller." Now, before you roll your eyes and say, "Isn't it just two words for the same thing?", hold up! While both involve packing a bag and venturing out, there's a subtle (and sometimes not-so-subtle) vibe shift happening here. And trust me, understanding this vibe shift is crucial for your business.
The Classic "Tourist": checklist champion
Okay, picture this: The 'tourist'. We all know one — maybe we've even been one ourselves! They have their guidebook (or the Google Maps equivalent), a list of the top ten must-see sights and an itinerary that would make a veteran soldier sweat.
Their goal? To see the famous stuff. The Eiffel Tower selfie? Check. The Colosseum photo? Check. The "I ate this local dish" photo (even if it was at a slightly overpriced place near the main square)? Check.
There's absolutely nothing wrong with being a tourist! It's about experiencing the highlights, ticking off bucket list items, and enjoying the classic holiday experience. They often gravitate towards established attractions, comfortable accommodations, and easy-to-navigate options. They're looking for relaxation, familiarity (adventure is out f the question), and those iconic memories.
The elusive "Traveller": the experience seeker
Now, meet the "traveller." This is the person who might skip the main queue to wander down a side street. They're less about the checklist and more about the connection. They want to feel the place, not just see it.
Think slow travel and slow tourism. The traveller is often looking for an authentic holiday experience. They might seek out local markets, try to learn a few phrases of the language, or spend hours just people-watching at a cafe off the beaten path. They crave authentic travel experiences that go beyond the surface.
This mindset often aligns with responsible travel, eco tourism, and sustainable tourism. Travelers are more likely to think about their impact, support local communities directly, and look for ethic travel experiences.
So, Why does this matter to YOU? (The smart part!)
Alright , here's where things get real for your travel or hospitality business.
Targeting: Are you trying to attract the checklist champion or the deep diver? Or both? Understanding these mindsets helps you tailor your marketing messages. A tourist might respond to "See the 7 Wonders in 7 Days!", while a traveller might be drawn to "Immerse Yourself in Local Culture: A Week in Provence."
Product Development: Are your offerings catering to these different needs? Do you have options for quick, iconic tours and slower, more immersive local experiences? Do you highlight your sustainable tourism practices to attract the conscious traveller?
Content Strategy: The content you create needs to resonate. Tourists might look for "Best Hotels Near Acropolis". Travellers might search for "Unique Experiences in Athens" or "How to Travel Sustainably in the Greek islands". Your blog posts, social media, and website copy should speak to both (or whichever segment is your focus).
Pricing & Packaging: These different approaches often come with different budget expectations and priorities.
It's not about saying one is better than the other. Both tourists and travellers are wonderful people who love to explore! But they are often motivated by different desires and seek different kinds of value.
As a business in the travel and hospitality space, knowing who you're talking to – the checklist champion or the experience seeker (or the blend in between!) – is the first step to crafting marketing that actually connects, converts, and builds a loyal community.
So, next time you're planning your marketing campaign, ask yourself: Are we speaking to the tourist, the traveller, or both? The answer might just unlock your next level of success!
Are you targeting specific segments? How do you do it with your content marketing? Let me know in the form below
Sarah and the funnel - how Sarah's journey to Kerala reveals travel marketing gold
What if a fictional character's path to a life-changing retreat held the key to your marketing success? Sarah's story isn't just a narrative; it's a detailed case study. We explore how travel industry professionals can leverage deep persona insights, navigate the nuanced customer journey from subtle awareness to decisive action, and understand the impact of every touchpoint – from a fleeting social media ad to a perfectly timed, value-driven offer. Learn why some attempts connect and others miss, and how to build lasting loyalty.
Hey there, fellow marketers and travel industry experts!
Today, we're diving deep, not into analytics dashboards or keyword research (though we love those too!), but into the heart of what makes marketing work: understanding people. And what better way to do that than through a story?
Meet Sarah. She's not just a character; she's a window into the world of Marketing Personas and the customer's path through the Marketing Funnel, especially in the vibrant travel industry.
(Part 1: Crafting the persona - Meet Sarah)
Sarah, aged 25, is a passionate philosophy and history teacher. She’s a perfectionist, which makes her first job at a new school highly stressful. Recently, her principal, an old man whose bones crackle with every movement, slid a written warning across his desk towards her, asking her to be serious and keep emotional distance with the teens. "You are far too good with them Sarah" he said and the pressure added up for the fresher teacher.
Her sanctuary? Her mother Lily’s home. Lily, a recent enthusiast of Ayurvedic recipes, comprehends Sarah's struggles. She brews unique tea blends and bakes the butter biscuits of Sarah’s childhood, providing moments of calm. Lily's got a pile of her favourite newspaper on the kitchen counter and Sarah finds comfort in the smell of ink on cheap paper and the travel coupons on the back page. They are fuelling her dreams of exotic getaways and new cultures but she is afraid that if she uses them she might end up in a group of pensioners gazing at the Pyramids of Egypt and talking about thermal baths.
Her best friend Laura is a menopausal woman who is constantly battling a bloated stomach with a variety of alternative therapies and her sense of humour provides a much-needed comic relief. Laura’s sarcastic wit is a balm to Sarah’s fragile nerves. 'Still trying to outsmart your own digestive tract, love?' Sarah might tease, only to be met with, 'Someone has to, darling. It's clearly rebelling."
But at school, there's Ken. A geography teacher with five years' experience, Ken has sweaty fingers and makes unsettling noises while munching his sandwich. He craves the position of the principal and sees Sarah, with her organised approach and popularity among students, as a threat. During breaks, Sarah often sees him whispering to the principal, his sweaty fingers covering his mouth and his eyes darting towards her from behind his glasses. She feels the chill of his ambition.
This, my fellow marketers and travel industry enthusiasts, is Sarah’s persona:
Demographics: 25, female, teacher.
Psychographics: Perfectionist, stressed, values comfort and nostalgia (mum's tea, biscuits), dreams of travel, appreciates tangible media (newspapers), seeks relaxation, values genuine connection (Laura, her students).
Pain Points: Extreme work stress, feeling threatened, insomnia, disillusionment.
Motivations: To find peace, escape, feel valued, achieve work-life balance.
Understanding Sarah – her hopes, fears, and daily life – is the first step to reaching her.
Part 2: Navigating the marketing funnel – Sarah's path to discovery
Awareness & Interest Stage:
Sarah's stress manifests as chronic insomnia. Nights are spent scrolling social media, a desperate attempt to quiet her mind, but sleep remains elusive – 2-3 hours if she's lucky. Her doctor has prescribed sleeping pills and recommended therapy.
Lily, always an advocate of natural remedies, is deeply worried. 'Pills, Sarah? There has to be another way.' She gives Sarah a special tea blend, promising relaxation and a natural night's sleep. The tea her mother brewed did bring a fleeting calm, a warm embrace in the chaos of her mind, but sleep remained a distant shore.
One evening, scrolling through Instagram, not even consciously looking for anything but a distraction, a beautifully shot, short video caught her eye. It was from a page called 'Samasthiti.' The video showed gentle, flowing movements , a mindful stretching sequence – set against a backdrop of lush greenery and calming music. The caption read: 'Breathe. Find a moment of stillness in your day. Your mind will thank you.' Sarah paused. She didn’t click, didn’t follow, but the name 'Samasthiti' and the feeling of peace the video evoked lodged somewhere in her subconscious. It was a tiny, almost imperceptible seed."
Marketing Insight: This is a classic top-of-funnel content marketing play. Samasthiti isn't selling anything yet. They're providing value, associating their brand with peace and mindfulness. It's a soft introduction, building brand recall for when Sarah is more actively seeking solutions. She's aware of the brand, even if passively.
New Touchpoint 2: The whispers of wellness (mid-funnel consideration - blog/article discovery)
The first few days of her 'sick leave' were a desolate landscape of pyjamas and existential dread. She typed endless search queries into her laptop: 'how to overcome burnout,' 'natural remedies for anxiety,' 'philosophy of happiness when life sucks'.
One search led her to an article titled 'Reconnecting Mind and Body: Ancient Wisdom for Modern Stress.' It was a thoughtful piece, discussing the limitations of purely cognitive approaches to well-being and highlighting the benefits of somatic practices and mindfulness retreats. The article mentioned several philosophies and destinations, and as she scrolled through the 'Further Reading' or 'Recommended Resources' section at the bottom, she saw it again: Samasthiti – Holistic Wellness Journeys. There was a link.
This time, curiosity, born from a deeper need, made her click. She landed on a beautifully designed blog page on the Samasthiti website. She read a couple of posts – one on the Ayurvedic principles of balance, another on the transformative power of disconnecting from digital noise. It wasn't selling a trip; it was selling an idea, a possibility of peace that resonated with her mother's wisdom and her own deep yearning. She didn't book anything, didn't even look at their packages yet, but she bookmarked the site. Samasthiti was no longer just a fleeting image; it was becoming a potential answer."
Marketing Insight: Sarah is now in the consideration phase. She's actively researching. Samasthiti's SEO efforts or content partnerships have paid off, making them discoverable. The blog content positions them as experts and thought leaders, building trust and aligning with her values (philosophy, Ayurveda via her mum). The bookmark is a clear indicator of deeper interest.
One particularly gloomy, sleepless night, an ad for a sleep-monitoring app pops up on her social media feed. It promises to provide insights, identify patterns and offer solutions – for a monthly fee. Her finger hovers over the subscription button. But then Laura's voice echoes in her mind: 'Another app, darling? I’m sick and tired of apps promising to banish my belly. You need to get off your lazy arse and do some exercise! No wonders happen from sitting comfortably on your couch.' Sarah closes the ad.
Marketing Insight: Sarah is aware of her problem (insomnia, stress). She's in the interest stage, actively looking for solutions – doctor, mum's tea, almost an app. The sleep app ad was a touchpoint, but the messaging or trust wasn't strong enough to overcome her (and Laura's) skepticism. The newspaper travel coupons? Those are early-stage awareness builders for travel brands, planting seeds of desire.
Consideration Stage:
The breaking point arrives in her philosophy class. While discussing Dualism versus Aristotle's theory of the mind-body connection, a student asks her about her personal beliefs. Her response is raw and intense: 'For me, Aristotle was right. My heart feels almost dead... instead of boosting my senses, my mind is confused and fuelling my misery.' She leaves the class, tears welling in her eyes.
Ken, ever watchful, sees the other students' concern and promptly reports the incident. The principal, sighing as though bearing the weight of the entire school, puts Sarah on sick leave for a month. 'Sort yourself out, Sarah!'
Devastated, she scrolls through Instagram on her way home and a serene image catches her eye: A young woman is holding a meditative bowl and asking people in the audience to sign up for sessions. The brand? 'Samasthiti.'
The next day, Lily spends the afternoon with Sarah, brewing teas and sharing wisdom. 'Turbulent moments are growth moments, Sarah. Use this time. Do something you really enjoy.'
Marketing Insight: Now, when this ad appears, it’s not a cold touch. Sarah recognises the brand. The visual resonates with the blog content she's already consumed. It feels familiar and more trustworthy.
The third touchpoint with the brand
Every stage of the funnel is equally important in the customer journey
Decision/Action stage:
The following week is a bit of a blur of sofa-to-bed crawls, endless, aimless scrolling. Then, another post from Samasthiti appears. "Find your centre and connect your body to your soul." It's an advert for a yoga retreat in Kerala, India.
The copy really strikes a chord. The cost of the retreat equals two pairs of leather boots and four Saturday nights out with friends. She had boots but no balance; she was out on Saturdays but never went in to her soul."
This wasn't just a trip; it was an answer. She pressed the button. She paid with Klarna – small monthly instalments for a chance to reconnect with her soul.
Marketing Insight: This is the decision/action stage. Samasthiti’s retargeting worked. The messaging was perfect, addressing her specific pain points (lack of balance, soul-searching) and reframing the cost in relatable terms. The Klarna payment option removed a financial barrier, making the "yes" easier.
(Part 3: The afterglow - loyalty and advocacy)
The trip to Kerala was transformative. Sarah returned glowing, happy, centred. The first thing she did? She went back to school and handed in her resignation. She’d apply to that private school she’d always admired but never dared. Would they accept her? It didn't matter as much as doing what made her soul thrive. No more Ken, no more cracking bones of the principal. She was trading human vampires for human energisers.
One evening, she met Laura. "My god, Sarah! You look stunning! What on earth have you done?" Sarah simply smiled and sent her the link to Samasthiti. "Go there. I’m sure you’ll lose your belly fat there, among other things you’ll find." Laura, intrigued by Sarah’s genuine transformation, booked for the next spring, roping in another friend facing similar perimenopausal challenges.
Marketing Insight: This is the dream! Sarah is now in the loyalty and advocacy stage. Her positive experience made her a walking testimonial. Samasthiti didn't just gain one customer; they gained Sarah's loyalty and, through her, new customers (Laura and her friend). This word-of-mouth marketing is invaluable.
The Takeaway for those interested in Travel industry:
Sarah’s story isn't just fiction; it's a roadmap:
Know Your Persona: Understand your "Sarahs" deeply – their stresses, dreams, where they hang out (social media, newspapers), and who influences them (Lily, Laura).
The Influence of the Inner Circle: Don't underestimate the power of friends and family in shaping your persona's needs, desires, and even their path to discovery. In Sarah's case, her mother's gentle wisdom about tea and self-care, and even her friend Laura's well-meaning but perhaps misaligned advice, all contribute to the tapestry of her experience. These relationships can be sources of initial problem awareness (like her mum noticing her stress), validation for seeking help, or even direct recommendations. When building your personas, consider who their trusted advisors are, what kind of conversations they're having, and how these relationships might impact their receptiveness to certain solutions or messages. This understanding helps tailor marketing to resonate not just with the individual, but with their social ecosystem.
Map the Funnel. It's a Journey, Not a Jump:
Awareness :Be present where they are, not just with ads, but with subtle, value-driven content like Samasthiti's initial calming social media video that planted a subconscious seed without an immediate sales pitch.
Interest: Spark genuine interest when they begin actively or passively seeking solutions. When Sarah started her online research for burnout, Samasthiti’s insightful blog content met her there, offering information that resonated and built initial trust. This is where that first, less direct ad (like the 'serene woman' image from Samasthiti appearing after she'd already encountered the brand name via the video or blog) begins to feel less like an interruption and more like a helpful, timely suggestion.
Consideration: Nurture them with targeted content that speaks to their deeper needs. Samasthiti’s blog posts, discovered through Sarah's own research, established expertise and trust by addressing her specific struggles with burnout and the mind-body connection. Now, when a more direct ad (like the 'serene woman' image, if seen again, or similar targeted content) appears, it’s not a cold introduction but a relevant reminder from a brand she's starting to see as a credible solution. This stage is about showcasing your unique value proposition in a way that solves their core problem, building on previous, softer touchpoints.
Decision/Action: Once you've got their trust and they know you're relevant, it'll be easy to convert. The final Kerala retreat ad from Samasthiti worked because it was the perfect timing after her crisis, it addressed her soul's yearning (echoing themes from their blog), it had a relatable cost breakdown, and a frictionless payment option like Klarna.
Loyalty/Advocacy: Deliver an exceptional experience that turns customers into evangelists, just as Sarah’s transformative Kerala journey made her an enthusiastic advocate for Samasthiti, leading to organic referrals.
Why Some Touchpoints Don't Convert (The Newspaper & The Sleep App):
It's important to remember that not every touchpoint will lead to a sale straight away. Sarah looked at travel coupons in the newspaper when she was stressed but had doubts about the brand. The offers were tempting, but they didn't match her deeper need and the brand didn't follow up with digital content and further promotion. Also, the Sleep app ad she almost clicked on focused on a symptom (insomnia) instead of the main cause (being run down and disconnected). While she was trying to solve her sleep problems, the app probably seemed like just another digital demand or a superficial fix. It didn't resonate with the kind of deep, soul-level healing she subconsciously craved. But Samasthiti, through its multi-step nurturing approach, eventually offered just that. Good marketing understands that sometimes people will say "no" or "not now". This is because there is a difference in when, how, or how good the product or service is.
By understanding the "Sarahs" out there and guiding them thoughtfully through their journey, Travel brands can move beyond simple transactions to create Truly Transformative Experiences – and loyal advocates.
What "Sarah" are you trying to reach today? Use the form below to add your comments or questions
Unlock success: How to identify your niche as a travel business (a comprehensive guide for 2025 and beyond)
Identify your niche
Hello fellow travel visionaries! In today's dynamic travel landscape, standing out is not just an advantage; it's a necessity. As a travel business, establishing a specific travel niche is essential for building expertise, gaining trust, and cultivating long-lasting loyalty with your ideal clients. A well-defined niche doesn't just attract customers; it attracts the right customers – those who resonate deeply with your offerings.
The travel industry is constantly evolving. Recent insights from Euromonitor International highlight significant shifts: "slow travel" is becoming a mainstream aspiration for 2025, with consumers, even on a budget, seeking more meaningful experiences and value transparency. In fact, a staggering 48.3% of global consumers would rather spend money on experiences than on things. Travel is increasingly purpose-driven, paving the way for a more equitable and sustainable future in tourism. Understanding these trends is crucial as you define or refine your niche.
This guide will walk you through the essential steps to identify your travel niche, helping you position your business for authority and sustained growth in this exciting new era of travel.
Why defining your travel niche is crucial for success
Before we dive into the "how," let's solidify the "why." A focused travel niche:
Builds Expertise and Trust: It positions your business as an authority in a specific area, making it easier to build credibility and lasting client relationships.
Attracts Your Ideal Client: You'll speak directly to the needs and desires of a specific group, improving marketing efficiency.
Reduces Competition: Instead of competing with everyone, you compete in a smaller, more manageable pond.
Improves Marketing ROI: Your marketing messages become more targeted and effective, leading to better conversion rates.
Allows for Premium Pricing: Specialised expertise often commands higher prices.
Steps to identify your travel niche
1. Reflect on your passions , expertise and unique selling proposition (USP)
The first step in finding your niche is looking inward. Ask yourself:
What aspects of travel excite you the most? Where do your personal travel passions lie?
This inner drive will fuel your business. Specialising in areas such as adventure travel, cultural experiences or sustainable tourism can set you apart considerably and attract clients who share your enthusiasm.
Do you have unique experiences, skills, or knowledge that you can apply at your business?
Do you have in-depth knowledge of a particular destination, a specific travel style (e.g., backpacking, luxury), or a unique skill (e.g., photography, yoga instruction, culinary arts)?For example, if you’re passionate about sustainable living and have experience in conservation ,ecotourism or regenerative travel might be a natural fit. Focus your efforts on the area in which you have the most knowledge; this is where you'll create the greatest impact.
What are your available resources and connections? Consider your current capacity
For instance, if you dream of luxury travel but have a limited budget or few high-end contacts, perhaps start with "affordable luxury" or "boutique experiences." Leverage social media and industry networking to build connections with collaborators or mentors in your desired niche. This aligns with the growing demand for value and transparency, even in aspirational travel.
Research current travel trends and market demands
Travellers' preferences evolve constantly, shaped by global events, lifestyle changes, and emerging trends. By staying informed about these shifts, you can align your offerings with what people are seeking.
Embrace "Slow Travel" and Experiential Focus: As Euromonitor highlights, "slow travel" is a major buzzword. This involves deeper cultural immersion, longer stays, and a focus on local communities. Consider how your niche can incorporate elements of slower, more meaningful experiences.
Cater to Purpose-Driven Travel: Consumers are increasingly seeking trips with a purpose – be it wellness, learning, volunteering, or personal growth. This mindset is driving up value. How can your niche fulfil a deeper purpose for travelers?
Identify Gaps in the Market: Look for underserved segments or areas where demand outstrips supply. For example, there might be limited options for solo female travelers seeking adventure in specific regions, or for families wanting multi-generational slow travel experiences.
2. Understand your Target Audience
To differentiate yourself as a travel agent or agency, it's essential to analyse competitors and identify gaps or underserved segments in the market.
Identify your audience
Look for niche markets that are not heavily targeted
Identify your ideal customer persona
Go beyond demographics. What are their values, motivations, pain points, and travel aspirations? Are you targeting Gen Z seeking transformative experiences, seniors looking for comfortable cultural tours, or young professionals needing wellness retreats?
Research consumer trends within potential niches
What are travellers in your considered niches actively searching for online? Use keyword research tools to understand search volume and intent for terms like "sustainable family holidays," "luxury solo travel," or "digital nomad retreats."
Identify underserved demographics
Target specific age groups, such as seniors, Gen Z, or young professionals. Consider travellers with accessibility needs, pet owners seeking pet-friendly adventures, or those with specific dietary requirements looking for culinary tours.
Solve specific problems
A truly powerful niche often emerges from identifying and solving a very specific challenge or frustration your target audience faces. Think beyond the obvious.
Consider, for instance, the solo female traveller over 50 who wants to experience adventure and cultural activities, but is concerned about safety in less well-known destinations and would like the company of others without the constraints of a large, impersonal tour group. Your niche could be 'Curated Small-Group Cultural Adventures for Seasoned Solo Women', offering secure and enriching experiences with like-minded peers.
3. Analyse your competition in potential niches
Thorough competitor analysis is key to carving out your unique space. Study businesses already operating in niches you're considering:
What are they doing well? Analyse their branding, website user experience, content marketing, social media engagement, and use of technology.
Where are their weaknesses or gaps? Do they lack personalization? Are their policies inflexible? Is their online presence outdated? Are they failing to address the demand for sustainable or purposeful travel?
How can you differentiate? Use your findings to identify opportunities to offer something better, different, or more focused. This is where your Unique Value Proposition (UVP) begins to form.
4. Test and validate your niche idea
Before fully committing, test your chosen niche:
Offer Small-Scale Services or Packages: Create a pilot program or a limited-time offer focused on your niche. For example, if you’re considering culinary tourism focused on local gastronomy (aligning with slow travel), organize a single food-tasting tour or a weekend culinary workshop.
Gather Feedback Diligently: Collect testimonials and conduct surveys. Ask specific questions about what customers loved, what could be improved, and if the experience met their expectations for a "meaningful" or "purposeful" trip.
Refine Your Offerings: Use the feedback to tweak your itineraries, pricing, marketing messaging, and operational aspects.
Assess Financial Viability and Scalability: Calculate costs and potential revenue from your test. Does the niche show promise for profitability and growth? Can you sustainably deliver on the promise of your niche as you scale?
Popular Travel Niches to Consider
Here are some examples of travel niches that have gained traction:
Eco-Tourism, Sustainable & Regenerative Travel: Focus on environmentally friendly, community-benefiting experiences that aim not just to sustain, but to actively improve and regenerate local ecosystems and communities. This strongly aligns with the "slow travel" and "purpose-driven" trends. For inspiration on properties truly embodying this ethos, you might explore collections like those found on Regenerative Travel (https://www.regenerativetravel.com/hotels), which showcases hotels committed to making a positive net impact. This is a very specific niche and it showcases that inspiration in the travel industry never ends!
Adventure Travel: Cater to thrill-seekers with activities like ethical wildlife safaris, challenging treks, or responsible diving excursions.
Luxury Travel & Experiential Travel: commit to providing the absolute best, most exclusive and unforgettable experiences. Go beyond the ordinary and step into a world of exclusive access and tailor-made adventures.
Cultural Tours: Design amazing trips that allow travelers to fully embrace local traditions, history, art and cuisine. It's the perfect choice for "slow travel."
Wellness Retreats: Combine travel with health-focused activities like yoga, meditation, spa treatments, digital detox, or personal development workshops. Addresses the "purpose-driven" travel demand.
Family Travel: Create itineraries that cater to the needs and interests of different age groups traveling together, perhaps with a focus on shared experiences and learning.
How to leverage your niche for success
Once you've identified your niche, the work of building your brand begins.
1. Craft a unique value proposition (UVP)
Your UVP clearly articulates why a customer should choose you over competitors. It highlights what makes your niche offering special. For example: If your niche is "sustainable family adventure travel," your UVP could be:
"We craft unforgettable family adventures that connect you with nature and local cultures, all while ensuring a positive impact on the planet and its people”
2. Build a strong, SEO-optimised online presence:
Website: Ensure your website is user-friendly, mobile-responsive, loads quickly, and is optimized for search engines (SEO). Use relevant keywords throughout your site content, meta descriptions, and image alt text.
Content Marketing: Share valuable, informative, and engaging content (blog posts, articles, guides) related to your niche. This establishes your authority and attracts organic traffic. Think "Top 10 Slow travel destinations in Italy" or "Your guide to a purposeful wellness retreat."
Social Media: Maintain active, engaging profiles on platforms where your target niche audience spends their time. Share stunning visuals, storytelling content, and interact authentically.
Online Reviews: Encourage satisfied customers to leave positive reviews on Google Business Profile, TripAdvisor, and other relevant platforms. This social proof is invaluable.
3. Collaborate with niche-aligned influencers and partners:
Partner with influencers, bloggers, or complementary businesses who genuinely align with your niche and values. For example: A wellness travel brand could collaborate with respected yoga instructors or nutrition coaches. An eco-tourism business could partner with conservation organizations. Ensure authenticity by allowing influencers creative freedom while maintaining brand alignment.
4. Offer personalised experiences
Tailor your services to the unique needs, preferences, and desires of your niche audience. This is key to delivering "meaningful" and "purpose-driven" travel.
Offer travelers the ability to create personalized itineraries, including destinations, activities and accommodation types.
Enhance the booking experience with filters for travel style (e.g., "slow pace," "adventure level"), accessibility needs, or dietary preferences.
Provide options for eco-friendly travel, such as carbon-neutral flights or stays at green-certified hotels
Case Studies: Success Stories in Travel Niches
Glamping (Glamorous Camping): Businesses like GlampingHub have thrived by targeting eco-conscious travelers and those seeking unique outdoor experiences that blend adventure with comfort. This taps into the desire for experiences over things and can align with slow, immersive nature stays.
Digital Nomad Travel: Companies like Nomad Stays cater to the growing remote worker population by offering curated travel programs with accommodation, coworking spaces, and community. This niche directly serves a lifestyle shift.
Adventurous Travel: Brands like Much Better Adventures aim to inspire people to explore the world through active travel experiences that are better for the planet. They exemplify how adventure can be combined with sustainability and purpose, resonating strongly with current consumer values.
Conclusion: Your niche is your north star
Finding your travel niche is a foundational and ongoing process in building a successful, resilient, and fulfilling travel business. It demands introspection, diligent research, an understanding of evolving traveler mindsets (like the move towards slow travel and purpose-driven experiences), and a courageous willingness to focus.
By identifying a specific segment of the market you can serve exceptionally well, you'll not only differentiate yourself from the competition but also build a loyal community of travellers who value your unique expertise and vision. As the travel landscape leans towards more meaningful and sustainable journeys, a well-chosen niche will be your most powerful asset.
What travel niche are you passionate about or considering for your business? Share your thoughts or questions in the form below – let’s learn and grow together in this exciting industry!