The era of travel has begun, and the tourism industry is developing at lightning speed. Previously, travel companies used the press to attract customers' attention in their promotion.
Organic traffic through search engines has become a huge driving force for travel agencies today. Links is the new press, and seo link promotion is more important than ever for travel brands.
We will look at some technologies for promoting a tourism product using links that you can use in your strategy for next year.
1. Journalist's free ride
Traveling to the press is truly unique to the tourism sector, as there are not many other industries where it really makes sense.
Simply put, a travel brand contacts a journalist to offer them a free ride in exchange for expected coverage. This is also one of the most common ways to win-win barter, as it is quite simple for both parties.
This can be a pretty expensive way to promote a travel agency.
It makes sense for the hotel to offer several free rooms during the off-season to a group of journalists and bloggers - they will receive some press coverage and the rooms will not be in vain.
When the return on investment is not important, it makes sense to invite a distinguished blogger or journalist, make him a full tour package with food and transport and make sure that his experience is the most striking.
If this is a journalist for The New York Times, it’s worth the cost, as it will pay dividends for many years.
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2. Grocery tricks (lure)
A grocery trick is when a travel brand creates a temporary or unusual offer to catch the attention of the press and many links.
Best example? Google Trends has been walking the day that the news that Airbnb is renting Barbie’s house to Malibu DREAMHOUSE for only $ 60 per night.
This is clearly a trick, as the offer is available only for two nights and in partnership with Mattel for Barbie's 60th birthday. But this one is so interesting, the press just wants to write about it.
If you're not a big brand like Airbnb or Barbie, you'll have to be creative to get your attention.
You can collaborate with a larger brand.
3. Dream job trick
Dream job tricks seem to have a life cycle. They warm up the audience and the press a little, which shows interest in the brand, then a lot of imitators come out, and this time the press ignores them, then again.
In this scenario, you create an interesting and attractive vacancy that you offer, usually for a short time. As a rule, in combination with competition and with tight deadlines.
If everything is done well, it can attract a lot of media attention and promotion of a travel agency will go uphill.
Offer a fun temporary job that will make everyone happy and not you will risk your annual marketing budget.
4. Guest posts
Guest posts are extremely difficult to place in the tourism industry. There is something about travel bloggers that makes them claim money for any guest post on their blog from brands.
When a travel brand first thinks about launching a linking campaign, the obvious conclusion is the publication of travel blogs, it’s on the surface. And, accordingly, travel bloggers are needed. You need to buy links for promotion.