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8 Digital Marketing Strategies for Travel and Tour Agencies

Digital Marketing
November 8, 2023
7 mins

If you own a travel agency or business based on tours and travel industry, you need to have a solid marketing plan to thrive. The modern travel industry is extremely competitive, so without a thorough strategy you may fall behind the competition. In this article, we uncover some of the basics of how to market your travel agency and use digital marketing for travel industry businesses. We will share a wealth of marketing ideas for travel-based businesses and help you benefit from travel agency promotion ideas. 

Here are some tips for digital marketing strategy for travel agency businesses:

Content Marketing 

Key channels for maximizing content reach

All content  you create for your business should add value to the reader. Offer advice, ideas, or inspire users and make them read more and come back to your page. A good content strategy should not only offer information but create a bond with your audience. Any written/video/podcast content you create should resonate with consumer needs of your readers.

Here is a bunch of ideas on how to find out what you can write about:

  • Conducting user surveys will help you understand your audience and their immediate travel needs. 
  • Analyzing your most frequently asked questions is a good starting point in creating blog posts that will keep users staying on your site longer and coming  back. 
  • Using keyword research tools will show you the most frequently browsed queries connected to your business. Using those keywords will help potential customers find you more easily.

SEO (Search Engine Optimization)

SEO is the core digital marketing strategy for travel agencies. It optimizes your website and content with the right keywords so your travel brand shows up prominently in local search results. This is a win-win approach while it boosts your website's visibility and attracts more visitors and your potential customers who are actively browsing for travel services and tours like yours. By consistently ranking high in search results, you establish your agency as a trustworthy source for travelers and upgrade the brand’s  online visibility and credibility.

Organic search tourism industry

Looking for assistance in discovering the most effective keywords for your SEO strategy? Explore this article.

Search Engine Marketing (SEM)

Search Engine Marketing (SEM)  is slightly different from SEO because it is about paying for top positions in search engine result pages (SERPs). Platforms like Bing, Google, and Yahoo provide various options to create paid advertising campaigns tailored to travel business. If you're seeking highly targeted results and want to avoid the lengthy process of organic SEO, SEM is your best bet. The SEM alternative will quickly boost your visibility by ranking higher for new keywords and giving your business a brand-new start. With SEM, you pay for each click your link gets, which is quite fair in terms of marketing budget optimization .

Local SEO

72% of individuals who initiate a local search end up visiting a physical store or location as a direct outcome of that search.

Overall, SEO  is about focusing on a worldwide audience to achieve top search engine results. In its turn, local SEO helps you optimize your page to reach a hyper-specific and local audience. This marketing strategy for travel agency businesses is a great solution if you have a brick-and-mortar outlet and want to attract more local customers to visit your physical office. The strategy assumes using local keywords and placing data from your region on your webpage to target users who are seeking a travel agency in their area. You’ll also make your travel business far more visible on Google Maps.

Paid Ads

Paid ads are an online marketing for travel agency business strategy that works like SEM. PPC advertising is displayed on other pages in your niche by Google or through social media. You can set up PPC campaigns for your travel agency with a persuasive  sales copy to direct prospective customers back to your page and hook them to order in the tours they’ve been looking for. Paid ads come as a scalable strategy that depletes your budget whenever someone clicks on your link. The strategy l involves a permanent  monitoring to ensure you are targeting the right users and pursuing an effective sales funnel consistent with your strategic marketing goals. 

To learn more, read our article about the benefits of paid ads for travel companies.

Email Marketing

Email marketing works like a content marketing campaign. The strategy heavily relies  on building an email list of your current clients and prospective clients . Here, you will  need to create promotions to gather emails from users online and send out useful email content to a mass list as part of your travel agency promotion ideas. Creating a successful email list can take some time, though once you have a list of clients and prospective clients interested in your valuable travel tips or promotions on new tours, you’ll get rewarded with a high degree of converted sales and visits to your website from your email links. 

We offer some ideas for your email marketing strategy in this article

Review Management 

All travel companies  depend on reviews and your travel agency is no different. Asking each of your clients to leave a review on your service with a website like Yelp or Google Business reviews will come as a huge help in establishing trust with your prospects. A large number of your prospective clients will look for reviews or testimonials from your past clients and this is an organic and authentic form of marketing that has a significant impact on your business. That’s why it’s important to pay close attention to search engine reputation management.

Video Marketing

Video marketing statistics

Creating high-converting video content is an excellent way to reach out to prospective clients on platforms like YouTube, TikTok, and Instagram. Digital marketing for the travel sector is changing and posting a video from your tour or hotels featured by your company can have a huge impact on someone who is scrolling through videos or is looking  forward to spending a vacation. Video marketing can take work and coordination with the travel companies you work for, but it's a huge help with visual representation of  what your customers can get. This is also about reaching out to prospective customers on new platforms.


If you have trouble with establishing a quality marketing strategy for your travel agency, working with a digital marketing agency will give you a boost over the competition. Working with professional marketers will ensure you have high-converting advertising and the best digital marketing strategies to skyrocket your business.

Written by
Anastasia Marchyshak

Content Marketing Manager at Promodo

Immersing myself fully in any topic I explore and my appreciation for simplicity are the driving forces behind my work.

November 8, 2023
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