Digital Marketing in the Tourism Industry
Thanks to the possibilities of the internet and the age of innovation, we are as close as fingertips to the whole world today. Digital marketing classifies the whole world that we can fit into our computers, phones and even televisions. Afterwards, it directs us to choose the services we need.
On the product/service side, we can call it a “survival guide in the online world” for digital marketing strategies. Likewise, it would not be wrong to use the term “natural selection of the internet”. As such, small/large businesses that try to brand by adhering to traditional methods today lag far behind the scene. Tourism, which is one of the sectors that has been hit hard in the pandemic, has once again understood the necessity of digital opportunities in order to survive. In the tourism sector, digital marketing is the biggest key to reaching large audiences in a highly competitive sector.
Current Situation of the Tourism Sector
The informatics and research firm called Anixe recently shared its May 2021 reports. In the report, we see that there has been an unprecedented online booking boom as of the last week of May. Holiday packages offered by travel agencies and tourism companies were consumed instantly during the reservation period. Likewise, the 2018 research conducted by the Turkish Informatics Industry Association (TÜBİSAD) before the pandemic determined the share of the online holiday-travel market in the e-commerce market today as over 35%. Accordingly, it was predicted long ago that after 2020, online reservations would exceed $800 billion. Holiday and travel expenses made online are increasing at a record level every year. A significant part of the market is growing through working women and youth. 4 out of 10 women who shop online receive a travel reservation at least once a year.
It is known that the volume of online tourism businesses has increased considerably, especially in the post-pandemic period. Because many people who have stayed at home for more than a year fall under the spell of social media ads or sites that offer early booking opportunities. Operators, who are unaware of the concept of digital marketing in the tourism sector, take a big hit from the pandemic and the digitalization process. The same situation continues in businesses with a conservative mindset that insist on traditional marketing.
The Importance of Digital Marketing in the Tourism Sector
Digital marketing for tourism makes it accessible to internet users of all ages, worldwide, as a mass. For example, it is possible for a primary school-age child to share the Disneyland tour ad they encounter on their tablet with their family. Again, a family planning a vacation is directed to detailed information about accommodation with AdWords advertisements.
A business that does not take advantage of digital marketing opportunities in the tourism sector, such as SEO, Adwords, social media ads, mobile application or website development, is a ghost for internet users. This business can only market itself through local promotions or word of mouth marketing. Which is largely dependent on physical visitation. Therefore, we can say the following for a business/agency that markets with traditional methods:
- It is not possible for all domestic and foreign target groups to gain knowledge and experience by making a physical visit.
- If the business is newly opened, the growth rate is low. Word of mouth marketing takes a long time and is likely to be overshadowed by alternatives in the region with large booking rates.
- While businesses that can adapt to change in extraordinary situations such as pandemics can survive, the same is not the case for businesses that do not have a digital identity. For example, during the epidemic process, reservation ads of hotels, restaurants and agencies have changed as “pandemic measures”. Undoubtedly, this change has satisfied many concerned customers. In this case, the pandemic measures taken by businesses that do not use digital channels, whether they are open to reservations, and when they will start operating in the season are a mystery.
As a result, we can say that businesses that do not benefit from digital marketing opportunities in the tourism sector are in a very disadvantageous position. The payback time is also high for traditional marketing, which is a costly, limited, immeasurable option. On the other hand, digital marketing is very economical, effective and most importantly, global when set up correctly.