travel ads strategy

Effective Travel Advertising Strategy for 2022 + 16 Ad Examples

You can’t rely solely on people’s wanderlust when advertising travel services because while it may keep your business afloat, it’s not enough to help you make waves in the industry.

Besides, people’s appetite for traveling is dependent on many factors and may decrease as a result of unforeseen events.

We’ve seen this happen when traveling took a hit in 2020 due to the COVID-19 pandemic, which is reflected in the industry’s spending data on digital advertising from previous years. While things are improving, a lot is riding on travel ads performing well.

For your vacation advertising efforts to be truly successful, you need a combination of good strategy and creative ads .

Stick with me as I walk you through the steps of building an actionable travel advertising strategy, including identifying your target audience, knowing the customer journey, setting your campaign goals, and measuring ads’ effectiveness.

We’ll also look at 16 travel ad examples from big names in the industry that will surely inspire your future campaign creatives.

If you’re more interested in the ad examples rather than the strategy, use the summary below to jump to that part.

A. Steps for the perfect advertising strategy 

1. Identify your target audience

2. know the traveler’s customer journey.

3. Set campaign goals

4. Create ads with seasonality in mind

5. Choose the right advertising platform

6. measure your ads’ effectiveness.

B. Inspiring travel advertising examples and templates

A. Steps for The Perfect Advertising Strategy

Advertising takes time, money, as well as other resources, so needless to say, the end goal is to maximize ROI.

The surest way to achieve this is by devising a strategy beforehand, meaning a step-by-step plan to reach the right audience and persuade prospects to choose your travel services over those of your competitors.

On top of giving you a precise course of action, having a strategy also provides a reference to assess your results along the way and re-evaluate the plan if need be.

Here are the key steps you must check to build a strong tourism advertising strategy:

A well-defined target audience is the foundation of any good travel advertising strategy. 

Just think what a waste of resources it would be to target users with no potential to become customers. Narrowing down the group allows you to focus your efforts on reaching those who would benefit most from your travel services.

Plus, with a clear target audience in mind, you can create travel ads that double as personalized customer experiences, proven to be more successful in converting to sales.

To define your audience, make a list of different attributes you’d like your ideal customer to have, a.k.a. build a buyer persona. These attributes can be geographic, demographic, psychographic, or behavioral. 

• Geographic : anything related to location, including customers’ country, region, city, or even postal code;
• Demographic : population-based attributes, such as gender, age, education, income, marital status, and so on;
• Psychographic : personality traits, values, interests, hobbies, and lifestyle aspects;
• Behavioral : online behaviors according to browsing patterns, spending and purchasing habits, and many others.

The customer journey sums up all interactions a prospect has with a brand during the purchase process, from the first encounter, up until a transaction is completed. 

Commonly, it’s divided into three main stages: awareness, consideration, and conversion.

However, a traveler’s customer journey differs from the typical model because booking a trip isn’t an easy-to-make purchase decision; quite the opposite—a lot of thought and planning is put into it. 

I mean, would you buy plane tickets as quickly as you would a chocolate bar? Me neither.

So, the customer’s travel journey can be split into the following four to five stages: 

• Dreaming: whether it’s picturing themselves in a gondola on the canals of Venice or sunbathing in Greece, all soon-to-be travelers begin here.
• Planning: even the most spontaneous people make some sort of arrangement for their trip, even if it only implies picking a hotel to stay at.
• Booking: prospects are ready to buy plane tickets and book accommodation. 
• Experiencing: travelers are enjoying their vacation and making lasting memories.
• Remembering: this is an optional stage that comes after the traveler’s journey is completed, where you can consolidate the relationship with your brand .

Understanding this customer journey allows you to time your travel advertising to the most favorable moments, specifically when prospects are in the planning and booking stages.

3. Set your travel campaign goals

Goals or objectives give your travel campaigns a clear direction and help you measure progress along the way, so you don’t lose sight of the value of your work.

To yield the best results, you should set your campaign goals according to the S.M.A.R.T. criteria. The acronym stands for specific, measurable, achievable, relevant, and time-bound, all qualities your goals should have.

A few of the most common goals that can aid your campaign’s success are the following:

• Increase brand awareness by getting your travel services on the radar of potential customers;
• Grow website traffic or attract new visitors to your company’s website;
• Drive consideration through campaigns that promote different travel services;
• Generate leads , whether that means new subscribers to a newsletter or prospects filling out a form to find out more about an offer;
• Boost conversions , a.k.a. make sales.

4. Create travel ads with seasonality in mind

The rain in Spain stays mainly in the plain . 

Well, not really. It falls along Spain’s northern coast and mountains. But the country has its meteorological particularities, as do all travel destinations .

Tourism is highly dependent on weather conditions. As a general rule, there are three seasons in the travel industry: peak season, shoulder season, and off-season.

Demand usually hits an all-year high in summertime (mid-June through August), known as the peak season or high season.

From April to mid-June and from September to October is the shoulder season, during which people still travel, but not as much as they do during peak season.

All travel businesses experience a decline in sales from November to March during what is known as the off-season.

However, seasonality isn’t necessarily a negative thing for travel marketing as it allows you to have a clear perspective over the following months.

Try to stay mindful of seasonal patterns and trends as you will understand when prospects want to purchase plane tickets, accommodation, or all-inclusive offers to specific destinations. Timing your creative ads and tailoring your messaging according to these seasons might help you influence purchase decisions.

There are numerous advertising platforms available, and the easiest way to identify the most suitable ones for your brand is to look where your customers are spending time.

Generally, the following three platforms are obvious choices for most businesses:

Google Ads: Running search or display campaigns on the Google ad network allows you to leverage Google’s massive reach and advanced targeting options to get in front of potential customers exactly when they are looking for travel services.

Social media ads: Whether it’s Instagram, Facebook, or TikTok, advertising on social media helps you increase brand recognition and reach a wider audience at the same time. Plus, it gives you the chance to experiment with a wide range of ad formats, including image and video ads.

Email marketing: Email offers a direct communication channel with customers that you can use to send personalized messaging, as well as discounts and special offers. Besides, it’s a cost-effective marketing method that provides easily measurable results.

Even with a killer strategy up your sleeve, things might not go as expected. And even if they do, measuring the success of your travel campaign is vital to understanding how your vacation ads are performing. 

If everything is going well, you’ll know what to repeat with future campaigns, and in the opposite scenario, you’ll figure out how to optimize ads for success.

Luckily each advertising platform, including Google and Facebook , offers relevant metrics known as KPIs (key performance indicators) to track for the most popular campaign objectives. Hence, you know exactly what to look at.

Things work differently for email marketing campaigns, as you need third-party tools that also enable email automation to measure campaign performance.

B. Inspiring Travel Advertising Examples and Templates

On to the part everyone has been waiting for, here are 17 travel ad examples that succeed in capturing audiences’ attention in one way or another:

Expedia: Chase new experiences

Let’s kick things off with an industry giant—Expedia. These two creative ads from the same campaign work so well because they promote experiences tourists can have in Marocco rather than the destination itself.

The font pairing is a match made in heaven, and the copy conveys a powerful message when teamed up with the beautiful scenery photos.

Kayak: Group trip without the drama

This Kayak display ad gets the struggle of planning a trip with a large group of friends. No matter how tight the relationships are, it’s bound to be a bumpy road.

While design-wise, the ad might not be too impressive, the copy makes audiences feel understood, which is why I think it deserves a place on this travel ad examples list.

JetBlue: Stretch your legs, not your wallet

Moving on to a different traveling pain point, we have this witty JetBlue Facebook ad that promotes the airline’s extra option to have up to 7″ more legroom in coach class.

The simple illustrated design is elevated by the ad copy that manages to capture viewers’ attention and say so much with so few words.

As this is one of my favorite travel ads on this list, I couldn’t resist including a second Facebook ad from the same campaign, a video one this time.

Once again, the funny ad copy is the star, suggesting you don’t have to be a billionaire such as the likes of Jeff Bezos to get to space, which is a clever way of saying JetBlue travelers can get more legroom at an affordable price.

Carta Travel: Tailor made travel experiences

Edit this template

Pictures have the power to transport viewers to different locations, so many travel ads use them to do just that. This template is no exception, using a photograph of a beautiful sunset as its main focus.

If you’d like to create similar designs for your business, open this template in Creatopy and customize it with different elements from our extensive library.

Lufthansa: The joy of flying

The view from an airplane window has become representative of traveling. Many people pay extra money to sit in the window seat when flying or rejoice when randomly assigned to it.

The German company Lufthansa chose this specific image to evoke the joy of flying and invite viewers to click this half-page display ad promoting the over 200 worldwide destinations in their portfolio.

Air France: Le Rendez-Vous

This animated Air France display ad compares a trip in business class to an anticipated first date, embodying the french elegance and romantic spirit. Of course, we’d expect nothing less from France’s flag carrier.

The ad is also a lesson in consistency, as the brand’s distinctive personality is instantly recognizable thanks to the blue, white, and red color palette, as well as the emblematic logo.

Tripadvisor & Visit Orlando: Explore Unexpected

The Tripadvisor Facebook ad above encourages users to take a different kind of trip from the comfort of their own home—an interactive voice tour of Orlando.

The different shades of teal used for the ad’s design help it stand out on the Facebook feed, while the choice to use a single font ensures the text’s high readability.

Delta Air Lines: Your ticket to more travels

Delta Air Lines uses footage of an idyllic destination to catch the eye right before inviting users to learn more about the miles reward program through the CTA of this Facebook video ad.

The copy aims to persuade by linking the reward card to states of wonder, serenity, and inspiration, all of which can be achieved through traveling.

Hilton: Where the pets stay

Now, this ad will make a lot of pet owners go aww . I mean, it can’t be just me swooning at the idea of traveling with my cat.

It’s true Hilton is targeting a niche audience with this adorable Facebook ad that announces pets are welcome in their hotels. Still, even travelers outside the ad’s target audience are likely to smile at the cute animal photos and the pet-away wordplay in the copy.

Traveloom: A great stay is a happy memory

Is there a more effective way to advertise for hotels and resorts than by using actual pictures from the location? I don’t think so, as all travelers want to see where they will stay before booking accommodation.

This fully customizable Facebook template can be adjusted for any use case by adding and replacing design elements in Creatopy’s drag and drop editor. 

Hotels.com: Find your perfect somewhere

Hotel.com knows how important compatibility between a tourist and its booked hotel is. So much so that they compare it to that between lovers, stressing the importance of choosing the right hotel.

The hotel description narrated in the first person by the personified boutique hotel immediately draws viewers into this upbeat ad. It is reminiscent of about me sections on match-making websites, further supported by the tagline Find your perfect somewhere , which sounds similar to Find your perfect someone . Overall, a great example of video storytelling.

Airbnb: Turn the world into a field trip

This colorful newsletter ad promotes Airbnb’s Field Trips, a collection of online experiences from around the world targeted at kids. 

This time around, the visual part outshines the ad copy, as the bright-colored background catches the eye instantly, and the exciting collage image prompts viewers to click the CTA button that invites them to Explore Field Trips .

Vacasa: Make check-in a breeze

The vacation rental company Vacasa aims to increase app installs with this clean and sharp-looking newsletter ad that promises a stress-free trip experience where travelers needn’t worry about aspects like hotel check-in, home entry codes, or wi-fi connection.

Viewers get a glimpse of how the app looks thanks to two mobile phone screens placed on a color block backdrop, which is a great selling point.

Visit Greece: All you want is Greece

The classic problem and solution approach works here because the ad’s characters are so relatable that viewers can easily identify with them. 

Wrapping It Up

As seen from the strategy tips and ad examples in this article, understanding and connecting with the customer is key in the travel industry. 

Hopefully, you’ve learned something new that you can implement when planning your future travel campaign or designing ads for it.

Let us know what you found most helpful, and feel free to share your own travel advertising tips in the comment section below.

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Effective Travel Ads: Examples and Ideas

Looking for fresh ideas on how to create ads for your travel business? In this article, we'll explore tourism advertisement, focusing on what really resonates with the viewers. We’ll share a selection of creative ideas and insights for marketers looking to kickstart their travel campaigns. Stay with us and get inspired.

Features of Engaging Travel Ads

Creating ads that grab attention and get stuck in one’s head, making them hum the ad’s catchy tunes on the way to work, isn't easy—it takes a whole team of creative minds. But even with all that creativity, these ads often share some key elements and are built on the same basic principles.

The 5 Commandments of Good Travel Ads:

1. Emotional resonance. Ads that evoke feelings of excitement, peace, or adventure tend to connect more deeply with viewers, encouraging them to imagine themselves in the setting.

2. Visual storytelling. Can’t afford a team of outstanding screenwriters? Luckily, in the tourism industry it’s often enough just to show what a destination looks like. This is the case, when an image speaks a thousand words, and a video is worth a thousand pictures.

3. Compelling narratives. Storytelling and a simple, but strong message is what truly sets great ads apart. Always keep in mind that people don’t want to buy tickets and tours - they pay for emotions, memories and adventures with their loved ones. If you want to create a strong message, define for yourself what your company’s mission is, and how exactly you aim to make your clients’ lives happier and easier.

4. Personalization. Speaking to a broad audience is rarely sufficient. Spend extra time to understand who your clients are. What are their lifestyles, budget, values? At what stage of decision-making are they? Are they just window shopping? Are they thinking about where to spend their honeymoons? Or maybe, they already have a destination in mind, and now search for the best deals? Conduct a survey, use big data and hire a strategy team to learn everything about your target audience.

5. Call to action. A self-explanatory, but often overlooked point. A strong CTA that clearly guides viewers on how to explore more about the destination or offer ensures the ad doesn't just captivate but also converts interest into action.

6 Best Travel Advertisement Examples

Let’s take a look at some travel ad examples to see how the industry giants do it.

1. American Express Travel

Why does this Delta SkyMiles American Express Cards ad work? It’s short, its message is perfectly clear and simple, and it speaks to a very specific demographic. If you’ve ever been in a long-distance relationship, you know how expensive it is to keep seeing your significant other frequently. Amex doesn’t offer their clients to save some money on flights. Instead, it offers to remove the obstacle that stands between them and their desired love lives.

In this ad , Amex offers exclusive access to event presales, to dedicated venue entryways and Card Member lounges:

Here is what the Vice President of Global Brand Advertising at Amex, Jessica Ling, has to say about this ad:

“Sports have the power to connect communities around the world. We’re excited to launch these high-energy, contextually relevant ad spots that show a mother and daughter building their connection through a shared love of sports. We hope by watching these stories, viewers will get a taste of the energy and excitement that comes with experiencing sports with Amex.”

2. Booking.com

What does the following Booking ad sell?

Right, it sells the opportunity to try oneself in different roles people don’t get to play in their everyday lives. Whether you're an office worker or a stay-at-home dad, book a vacation and be an explorer, an artist, or a professional surfer. This ad is a pro example of when a strong message gets across even without precise targeting.

And here is a banner ad by Booking:

It has several noteworthy features:

• a great photo, which conveys emotions;
• a clear and straigh-forward CTA;
• seasonality (it is tied to New Year -  a time, when most people probably reevaluated their life decisions and promised themselves to experience life more);
• a limited special offer.

Most companies strive to be omnipresent and reach viewers through all the possible channels. Here is an ad that runs across META platforms. Nothing fancy, but the main elements of a good ad are still here. It features a short video of surfers, a clear CTA that invites to install the app, and a short message that highlights the company’s main proposition - the possibility to find and book a place fast and easy. 

The company makes sure to dominate the search result pages too. Just last month they ran around 2.1M Search ads on Google:

And even though their Paid Ads game is strong, the company visibly invests a lot of resources into Search Engine Optimization . This way booking.com appears on the search result pages of most of the travel-related queries, saving a lot on clicks:

Most of the tourism industry giants use pop-up ads on their websites:

It’s a great opportunity to inform about your current special offers, or get visitors on the email list in return for some bonuses. You have to be careful with pop up ads though - sometimes they can do more harm than good. 

Read more about how to make effective pop up ads here . 

Another effective strategy that many companies use is user-generated ads:

Such approach kills several birds with one stone:

• it costs basically nothing;
• it serves as a social proof and makes the company look trustworthy;
• you get exposure among the users’ following.

Agoda also runs ads on Meta. This ad in particular is 6 seconds long, but enough for the actor to say the buzzwords:  “cashbacks, coupons, discounts”. Most companies use short formats on social media ads, saving longer and more complex video ads for Youtube.

And here is a beautiful campaign run by Agoda during the pandemic:

It shows sympathy for everyone stuck at home, and shifts the focus from closed borders to discovering places in our own countries. It’s compassionate and doesn’t pressure us to purchase anything. It simply suggests that now might be the time to see more of our own countries, and Agoda is here to help with special offers. 

The recipe is the same:

Understanding the pain of the target audience + strong positive message + beautiful emotional storytelling + great visuals. 

Be like other successful companies and don’t forget about mobile marketing . Travel companies that have mobile apps actively invest in Paid User Acquisition and App Store Optimization. 

But, of course, mobile marketing isn’t limited inside the app stores. Here is a creative and slightly dark YouTube ad from Kayak marketers, who did a great job at understanding the struggles of their target audience:

One more proof that the Kayak marketing team just gets us:

No, we’re not telling you to use politics in your marketing messages. But it’s always worth it to keep up with the latest news and trends, in which people are emotionally invested. If done tastefully, such ads are likely to become viral and connect with big audiences. 

Take a look at this campaign that ran on YouTube and TikTok:

Just perfect targeting. If you can, always address different segments separately.

This is an Expedia Facebook ad. If you look closely, you'll notice it's structured similarly to the travel ad examples from other companies we've discussed. It targets parents with family-friendly packages and features a clear call to action (CTA).

Expedia has a very strong social media game. Apart from the most popular media, it also runs ads on Pinterest, which has less competition and still isn't widely-used for advertising.

This video ad from Expedia is another good example of appealing to emotions and using a strong slogan:

If you’d like to get more inspiring ideas and see ad examples, choose a brand you look up to and browse through their social media and YouTube account. Also, Google, Meta and TikTok have open ad libraries that show what kind of campaigns run on the platforms at the moment. 

Ideas for Crafting Effective Travel Ads

Now let’s sum up what we have seen. Based on successful campaigns from leading companies, here are some straightforward ideas for making ads that connect with viewers and inspire action.

🥰 Make an Emotional Connection

Try to create a strong emotional bond with your audience. Like Agoda's campaign during the pandemic, show you understand and care about your audience's current challenges. Showing support for your clients without pushing for sales can make your brand feel more relatable and trustworthy.

🌍 Keep Up with Trends and News

As suggested in the Kayak example, staying updated with the latest trends and news can make your ads more relevant and engaging. This approach can help your ad become popular and connect with more people.

🤳 Use Content from Your Customers

‍ Add content made by your customers, as it's cost-effective and acts as proof of trust. Ads with content from users can make your brand seem more credible and expand your reach to the users' followers, making your company seem more reliable.

✔️ Show Clear Benefits

Make sure your ad clearly shows the unique advantages your service offers, like the Amex Miles Cards ad that focuses on solving a specific problem for its target audience. Ads that clearly state their benefits tend to work better.

🗂️ Target Carefully

‍ Make your message specific for different groups of people, as shown by Airbnb's campaign. The more personalized your ad feels to its viewers, the more effective it will be.

💡 Use Eye-catching Visuals and Easy-to-Remember Slogans

‍ Use striking visuals and catchy slogans to make your ads memorable. Expedia's video ad is a good example of how using emotions with great visuals and a strong slogan can make a big impact.

💰 Promote Special Offers and Benefits

‍ Don't hesitate to highlight special access, discounts, or special deals, as Amex Travel does. These incentives can be a key factor for people thinking about making a purchase.

➡️ Have a Clear Call-to-Action (CTA)

‍ Your ad should have a straightforward CTA, telling viewers exactly what to do next. Whether it's booking a trip, looking at discounts, or signing up for an email list, make the next step clear.

🍁 Take Advantage of Seasonal Trends

‍ Use seasonal trends and holidays to make your ads feel more timely and relevant. Booking.com's banner ad related to New Year's resolutions is a great example of how to connect with people's mindsets during different seasons and holidays.

By applying these simpler ideas, drawn from the practices of top travel companies, you can create effective travel ads that grab attention, spark interest, and get viewers to engage with your brand.

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Travel Ads: Strategies, Tips, and Tools For Maximum Impact

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Whether you’re promoting exotic getaways, cozy cottages, or thrilling excursions, the power of a well-crafted travel ad cannot be underestimated.

Travel advertising isn’t just about showcasing beautiful destinations—it’s about crafting narratives that awaken wanderlust and inspire action.

If you’re a travel industry professional seeking to boost bookings, a content creator aiming to reach a wider audience, or simply an enthusiast, this blog is your gateway to elevating your travel ads game.

Fasten your virtual seatbelts and let’s embark on the journey of decoding the art and science of travel ads.

Hit ‘Play’ Button & Tune Into The Blog!

 the power of travel ads.

Travel advertisements are an integral part of the marketing strategy for travel agencies. They serve as a gateway to enticing travelers with exotic destinations, unforgettable experiences, and unbeatable deals. Let’s explore how these ads can transform your business:

Captivating Visuals

Travel ads are all about visuals. To ignite the wanderlust in potential travelers, use high-quality images and videos that showcase the beauty and uniqueness of the destinations you offer. A picture is worth a thousand words, and in the case of traveling ads, it can be worth a thousand bookings.

Targeted Audiences

One of the key advantages of digital advertising is the ability to target specific audiences. Travel agencies can narrow down their ad reach to demographics, interests, and behaviors that are most likely to convert into bookings. This precision ensures that your ad budget is spent effectively.

Engaging Ad Copy

While visuals are paramount, don’t underestimate the power of compelling ad copy. Craft a message that resonates with your target audience. Highlight the experiences, adventures, and memories that travelers can create by choosing your services.

Facebook Travel Ads: A Game-Changer

Facebook travel ads have emerged as a game-changer in the world of travel advertising. Counting an impressive 2.8 billion monthly active users, Facebook provides a massive audience pool for travel agencies to tap into. Here’s why you should consider FB travel advertisements:

Facebook’s extensive user base means that you can reach potential travelers across the globe. Whether your agency specializes in exotic getaways or budget-friendly trips, there’s an audience on Facebook for every niche.

Detailed Targeting

Facebook offers unparalleled targeting options. You can narrow down your audience based on factors such as location, age, interests, travel history, and more. This ensures that your ads are shown to the most relevant users.

Interactive Ad Formats

Facebook offers various ad formats, including carousel ads, video ads, and slideshow ads.

These interactive formats allow you to showcase multiple destinations, highlight customer testimonials, and create immersive experiences that resonate with viewers.

Remarketing Opportunities

With Facebook Pixel, you can track user interactions with your website and create custom audiences for retargeting. If someone showed interest in a specific destination but didn’t book, you can re-engage them with tailored ads.

Though Facebook serves as a great juncture for marketers to drive potential customers, running a successful ad campaign demands accurate research.  Observing, planning, and implementing might consume a lot of your crucial time.

Then how can you make this procedure shorter yet effective?

Let’s have a look!

Utilize Facebook Ads Spy Tool

To stay ahead in the competitive world of digital marketing, it’s crucial to have insights into your competitors’ strategies.

This is where the Facebook ads spy tool comes into play. These tools allow you to peek behind the curtain and uncover the strategies that successful travel agencies are using. One such tool is PowerAdSpy.

PowerAdSpy is a powerful and user-friendly tool designed to help marketers spy on their competitors’ Facebook travel ads and many more. Here’s how it can benefit your travel agency:

Comprehensive Ad Inspiration:

Competitor analysis:, advanced search filters:, ad creatives and copy:, ad targeting details:, ad performance analytics:.

Incorporating PowerAdSpy into your advertising has the potential to revolutionize your approach. It empowers you to maintain a competitive edge, make data-driven decisions, and create more effective and captivating Facebook ad campaigns.

Craft Effective Travel Ads

Now that you’re equipped with knowledge about travel advertisements and the tools to spy on your competition, let’s delve into some tips for crafting effective travel advertisements:

Storytelling

People don’t just buy vacations; they buy experiences. Use storytelling to transport your audience to the destination you’re promoting. Share the journey of travelers who have had transformative experiences with your agency.

Call to Action (CTA)

A compelling CTA can make all the difference. Encourage users to take action by booking, signing up for a newsletter, or requesting more information. Use action-oriented phrases like “Book Now” or “Discover Paradise.”

Social Proof

Leverage the power of social proof by showcasing customer reviews and testimonials. Real-life experiences from satisfied customers can build trust and credibility.

Mobile Optimization

Ensure that your travel ads are optimized for mobile devices. Many travelers browse and book trips on their smartphones, so your ads should be visually appealing and easy to navigate on smaller screens.

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Measure Success and Iterating

Creating successful travel advertisements is an ongoing process that requires careful monitoring and constant refinement. To ensure that your travel ad campaigns are achieving their desired outcomes, it’s crucial to track their performance and make adjustments based on the data you collect.

Here are some key performance indicators (KPIs) to keep a close eye on:

Click-through Rate (CTR):

Conversion rate:, return on ad spend (roas):, cost per conversion:, ad engagement metrics:.

These include metrics like likes, shares, comments, and video views. Engagement metrics provide insights into how well your ad resonates with your audience.

High engagement indicates that your ad is creating a connection with viewers, while low engagement may necessitate adjustments to your ad content. By regularly analyzing these KPIs, you gain valuable insights into your travel ad campaigns’ performance.

Identify Strong and Weak Points:

A/b testing:, budget allocation:, audience refinement:, ad content optimization:, seasonal adjustments:.

Travel ads have the potential to transform your travel agency ad marketing efforts and connect you with eager travelers seeking their next adventure.

FB travel advertisements, with their extensive reach and targeting options, are a powerful avenue to explore. And, with tools like PowerAdSpy, you can gain a competitive edge by uncovering the strategies of your competitors.

Remember, the key to success lies in captivating visuals, targeted messaging, and continuous optimization. Start your journey towards successful travel advertising today, and let the world discover the wonders you have to offer.

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6 ideas for travel and tourism advertising campaigns (with examples)

Want to create eye-catching travel ads like Expedia, Southwest Airlines, and KAYAK?

As travel starts to pick up again, it’s time to get serious about your advertising. Tour operators can hugely benefit from paid ads — but with so many forms of advertising available across different platforms, you may be wondering where to start.

In this post, we’re sharing actionable strategies to build better ad campaigns that appeal to your target audience, plus top-level examples from the brands who do it best.

Top factors to consider for travel advertising campaigns

Want to see more positive results from ads? Keep these strategies in mind when crafting your future marketing campaigns .

1. Define your target customer

Do you know who your customers are? Before you begin crafting an ad campaign, you need to know more about your guests.

Building a buyer persona is a strategic way for tour businesses to get to know their customers. A buyer persona is a visual representation of your ideal customer: Dig into their demographics, study their behaviors on your website, and send surveys to your email list to find out more.

The takeaway? You’ll find a much higher ROI with ad campaigns that specifically appeal to your target audience.

2. Understand the travel customer journey

It’s difficult to sell a tour to someone who hasn’t decided on a destination yet. Ideally, you want to show your ads to people when they’re most likely to book.

Understanding the travel customer journey can help you pinpoint when that is. Google defines the travel search process in four stages:

• Dreaming: Guests are looking for destination inspiration.
• Planning: Guests are researching potential travel dates, hotels, and activities.
• Booking: Guests are booking flights, hotels, etc.
• Experiencing: Guests have arrived and are searching for activities and attractions to experience.

Tour operators are likely to see more conversions in the “booking” and “experiencing” stages. For example, if you’re investing in Google Ads, it’s better to target narrow search terms like “best hiking tours in Colorado,” which is what someone in the booking or experiencing stage would search for.

People in the dreaming stage, on the other hand, would likely be searching overly broad terms like “best summer destinations.”

3. Choose the right platform

There are several different platforms to launch your advertising campaigns, and choosing the right one matters. Where is your audience most likely to see your ad? Where are they already hanging out?

Here are five popular travel advertising outlets:

• Google Ads: Show up at the top of Google search results for relevant keywords.
• Social media ads: Target specific demographics on Facebook and Instagram.
• Yelp ads: Appear to people searching for similar experiences on Yelp.
• Tripadvisor ads: Target people planning a trip to your destination.
• Email marketing: Offer discounts to your email list, one of the more cost-effective ways to advertise.

4. Pay attention to seasonality

Timing is one of the most important factors in travel advertising. Keep seasonality in mind when crafting your campaigns, and remember to edit previously launched campaigns as needed.

A skiing ad won’t make sense at the beginning of summer, so make sure to pause seasonally irrelevant campaigns.

5. Stay true to your brand

Your ad campaigns should reflect your brand identity. People who click on your advertisements are expecting to find the same tone of voice, visuals, and customer experience on your website.

6. Use geographic targeting 

Rather than making your ad visible everywhere on the planet, you can target specific locations your guests are likely to be in. For example, you can target other tourism websites in your state to lure in tourists who are already visiting.

By narrowing down your ad’s geographic reach, you can maximize your budget and focus on the areas that’ll bring you the most return.

7. Promote your sales and special offers

What better way to entice someone to click on your ad than to present them with an unbeatable offer? Advertisements are an effective way to promote your sales, especially seasonal offers. You can send out an ad offering a great discount during the low season to help replenish your bookings, for example.

Pro Tip: One of the simplest ways to do this is by creating coupon codes. Here is how easy it is to create a new coupon code in Xola.

8. Leverage user-generated content 

Sometimes you can generate an ad campaign with user-generated content alone. It’s another cost-effective way to bring more eyes to your tour company.

You can start by encouraging guests to use your brand’s hashtags, share their photos with their own followers, or even submit photos on your website. Apps, like Fotaflo , which integrates natively with Xola, make the process of curating UGC photos and videos easier. Tour operators can also offer incentives for anyone who posts on social media about your tours, such as hosting a giveaway for everyone who uses a hashtag related to your brand.

Tour operator Intrepid Travel asks guests to share their experiences on Instagram with the hashtag #BeIntrepid , for example, which has garnered over 50,000 posts.

Guests typically love seeing their content reposted on other accounts. Still, make sure to always credit the original owner. To avoid serious copyright issues, many brands ask followers to agree to a disclaimer about how and where the images will be used before re-posting them.

Reviews can also be considered user-generated content — but tour operators need to be very careful when it comes to encouraging guests to leave positive reviews. Tripadvisor prohibits brands from offering incentives in exchange for testimonials “because they can hinder the validity and accuracy of reviews.”

9. Use images and videos

Images and videos are the most powerful form of advertising in the travel industry. High-quality images of your destination and scenes from your tours can entice hundreds of clicks. An expertly crafted video can drive even more engagement.

Instagram and Facebook are great places to start experimenting with image and video ads; see a couple of great examples below.

6 examples of great travel advertising examples 

Ready to see these strategies in action? Here are six travel brands that have nailed their travel marketing — including examples of general ad campaigns, paid search ads, and social media ads.

Expedia’s campaign: “It matters who you travel with.” 

This Expedia campaign wants travelers to feel confident booking with the platform in a post-pandemic travel world. The tagline “It matters who you travel with” frames the company as a trusted travel partner rather than just a booking platform.

The company created a playful and very relatable video of a solo traveler who runs into several hiccups on her trip. That is until actress Rashida Jones steps in, embodying Expedia, and makes the trip more memorable.

The company chose a video to expertly convey its marketing message to travelers: Expedia promises a seamless trip and memorable experiences you can’t find on your own.

Southwest’s Transfarency campaign

Southwest Air Lines’ new campaign targets the controversial topic of ticket prices. The company has always billed itself as a transparent brand that cares about employees and customers alike. The new campaign called Trans fare ncy , a play on the words transparency and airfare, builds on that reputation.

The campaign promises customers no unexpected bag fees, change fees, or hidden fees. It’s a great advertisement because it fits perfectly within Southwest’s brand identity, and the airline delivers on the promise.

TourRadar’s travel and destination Facebook ads

Vienna-based TourRadar launched a Facebook campaign to increase bookings from people who had visited its website. The company used visually stunning travel ads to promote relevant tours to people who had browsed the same tours online.

The company also promoted relevant destination offers and tours to people who hadn’t visited their website yet but had shown interest in the destination. The campaign focused on the company’s core markets, including the U.S., the U.K., Australia, and New Zealand.

It was a success: TourRadar doubled its conversion rate over a year.

KAYAK’s video ads on Instagram

KAYAK ran video ads on Instagram to bring more people to its website, including one that shows how simple it is to filter flights by airline, price, number of stops, and destination.  

The company played around with ad placement in both Stories and the News Feed, and each ad had a “book now” or “learn more” call-to-action button that linked back to the KAYAK website.

The ads were shown to a lookalike audience based on the travel search engine’s existing audience, which increased the likelihood of clicks. As a result, KAYAK saw a 5x increase in incremental sales conversions.

Airbnb Experiences search ad

Airbnb is targeting people who search for outdoor activities in Colorado to promote its local-led tours. In this example specifically, Airbnb’s paid search ad for a hiking tour shows up under the search for “best hiking in Colorado.”

The title “Hiking in the Rockies – Year Round” quickly answers the questions of “where” and “when,” two details that directly impact the customer’s trip. The wording of the title narrows down the search for the searcher. The description focuses on Airbnb’s unique offerings — “hosted by expert locals,” “experiences vetted for quality,” and “small group sizes — further enticing readers to click.

It’s a great example of Airbnb using a feature other than its main accommodation services to bring people into its website.

Viator’s Brooklyn food tours search ad

Here’s another effective Google Ad example. Viator is promoting its food and wine tours in Brooklyn under the search term “Brooklyn food tours.” 

Unlike the other search ads that pop up, Viator specifically mentions the keywords that the customer will be skimming the page for and includes another enticing offer.

Viator includes “Book & Save Money” in its title, directly appealing to money-conscious travelers visiting a destination known for being very expensive. Therefore, this ad specifically speaks to budget or mid-range travelers who appreciate a good deal.

As you can tell from these examples, an effective ad campaign is crafted around your ideal audience. Top travel companies like Viator and Southwest use words, images, and videos to appeal to their target customers, and your campaigns should follow suit.

Now it’s time to implement these strategies into your own campaigns. Then sit back, relax, and watch those bookings soar.

Writer Carla Vianna

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Google Ads Strategy For Travel Companies: 5 Best Insider Tips

Last Updated on August 12, 2023 by The Digital Travel Expert

One of the ways you landed on this article is by means of Google Ads. Welcome to our comprehensive guide on building cost-effective Google Ads campaigns for travel companies. Whether you want to increase your travel website traffic or sell more travel packages, you need a strategy. In today’s digital age, Google Ads have become an essential tool for travel and hospitality companies, including hotels, travel agencies, and tour operators. With the right strategy, Google Ads can help you reach new audiences, increase bookings, and ultimately grow your business.

In this article, we will delve into the world of Google Ads and explore how you can wisely leverage this powerful advertising platform to your advantage. Whether you’re a seasoned marketer or travel business owner new to the world of online advertising, this guide will provide you with valuable insights and practical tips to create effective and budget-friendly Google Ads campaigns for travel and tourism businesses.

Table of Contents

Exploring Google Ads for Travel and Hospitality Companies

We understand that as a travel and hospitality company, you’re looking for educational content that is both informative and easy to understand. Next to SEO(Search Engine Optimization) which is also a powerful digital marketing tool for small business success , Google Ads makes a perfect addition. That’s why we’ve crafted this guide in a conversational tone, ensuring that you can grasp the concepts and strategies without getting lost in technical jargon. Practical Google Ads tips, easy to apply.

Throughout this article, we’ll cover various aspects of Google Ads, including developing a solid strategy, targeting the right audience, selecting relevant travel keywords , and avoiding common mistakes. We’ll also provide real-life examples and examples of how travel companies can utilize Google Ads to promote their vacation packages, with a specific focus on African safaris.

So, whether you’re a small travel agency or a large tour operator, I hope you will get tips on how to unlock the potential of Google Ads and take your travel packages to new heights. Let’s dive in and discover how you can build cost-effective Google Ads campaigns that will captivate your target audience and drive conversions.

Understanding Google Ads in the Travel Business

Before we dive into the specifics of building cost-effective Google Ads campaigns for travel packages, it’s important to have a solid understanding of what Google Ads are and how they work. Google Ads, formerly known as Google AdWords, is an online advertising platform developed by Google. It allows businesses to create and display ads on Google’s search engine results pages and other websites within the Google Display Network.

What are Google Search Ads?

Google Ads is a pay-per-click (PPC) advertising model, meaning that advertisers only pay when someone clicks on their ads. These ads appear at the top or bottom of Google search results, marked with the word “Ad.” They are designed to be highly relevant to the user’s search query, making them an effective way to reach potential customers who are actively searching for travel packages or any services a company wants to show to the relevant audience.

Having a strong online presence is crucial for businesses. This underlines the importance of Google Ads for travel and hospitality companies in the competitive travel industry. Google Ads provides an opportunity for travel and hospitality companies to increase their visibility and attract potential customers.

By targeting specific keywords and demographics, you can ensure that your ads are shown to the right audience at the right time.

Moreover, Google Ads offers a range of targeting options, allowing you to refine your audience based on factors such as location, language, and device. This level of precision targeting ensures that your ads are seen by individuals who are most likely to be interested in your travel packages, maximizing your return on investment (ROI).

Google Display Ads

In addition to search ads, Google Ads also offer display ads, which appear on websites within the Google Display Network . This network includes millions of websites, allowing you to showcase your travel packages to a wider audience and build brand awareness.

By utilizing Google Ads effectively, travel and hospitality companies can not only increase their online visibility but also drive more bookings and revenue. In the next sections, we will explore the strategies and techniques to create cost-effective Google Ads campaigns specifically tailored for selling travel packages.

Building a Google Ads Strategy for Travel Agencies

Now that we have a solid understanding of Google Ads and their importance for travel and hospitality companies, let’s explore the process of building a relevant Google Ads Strategy. A well-planned strategy is the foundation for successful campaigns that generate leads, increase conversions, and ultimately drive revenues for your travel agency.

A. Importance of a well-planned strategy

• Setting clear goals: Before diving into creating ads, it’s crucial to define your objectives. Are you looking to increase website traffic, generate leads, or boost bookings for your travel packages? Setting specific and measurable goals allows you to tailor your strategy accordingly and track your progress effectively.
• Understanding your target audience: To create compelling ads, you need to have a deep understanding of your target audience. Conduct market research to identify their demographics, interests, and pain points. This knowledge will help you craft ads that resonate with your audience and drive engagement.
• Budget allocation: Determine your advertising budget and allocate it strategically across different campaigns and ad groups. Consider factors such as seasonality, competition, and the potential return on investment for each campaign.
• Best Time for your campaign : If you need to push sales, you will need to consider the travel season. You don’t need to burn your cash in advertising your tour packages in the wrong season.
• Choose what to promote : Let’s say you want to increase sales; my advice would be to choose the best package that you have well-studied and tested. The reason is simple: you want to sell it to the maximum number of travelers.

B. Steps to create an effective Google Ads Strategy

• Keyword research: Conduct thorough keyword research to identify relevant keywords that align with your travel packages. Use tools like Google Keyword Planner or SEMrush to discover high-volume keywords with low competition. Additionally, consider long-tail, more specific keywords with higher conversion potential.
• Ad creation: Craft compelling and engaging ad copy that highlights the unique selling points of your travel packages. Use persuasive language, include relevant keywords, and create a sense of urgency or exclusivity to entice users to click on your ads.
• Landing page optimization: Ensure that the landing page users are directed to after clicking on your ads is optimized for conversions. Make sure it aligns with the ad copy, has a clear call-to-action, and provides relevant and valuable information to users.
• Ad extensions: Take advantage of ad extensions to enhance your ads and provide additional information to users. Extensions like site link extensions, call extensions, and location extensions can improve the visibility and effectiveness of your ads.
• Monitoring and optimization: Regularly monitor the performance of your ads and make data-driven optimizations. Analyse metrics such as click-through rate (CTR), conversion rate, and cost per conversion to identify areas for improvement. Adjust your bidding strategy, ad targeting, and ad copy as needed to maximize results.

C. Example of a successful Google Ads Strategy

One potential successful Google Ads strategy for promoting an African safari package could be to target specific keywords related to safari experiences, wildlife, and adventure travel.

By carefully selecting relevant keywords such as “African safari tours,” “wildlife safaris in Africa,” and “adventure travel in Africa,” the ads can reach potential customers who are actively searching for these types of experiences. Additionally, incorporating captivating ad copy highlighting unique features of the safari package, such as “Witness the Big Five up close” or “Embrace the thrill of an authentic African safari,” can greatly enhance the effectiveness of the ad campaign.

Following these steps will help the travel agency implement a well-thought-out Google Ads strategy to effectively reach their target audience, drive qualified traffic to their website, and ultimately increase bookings and revenue.

In the next section, we will explore how to create cost-effective Google Ads specifically for vacation packages.

How to Create Cost-Effective Google Ads for Vacation Packages

Creating cost-effective Google Ads for vacation packages requires a wise and strategic approach to your budget while driving relevant traffic and conversions. In this section, we will explore some tips and tricks to help you create compelling and budget-friendly ads for your travel agency.

A. Tips and tricks for creating cost-effective Ads

• Use ad extensions: Ad extensions provide additional information and links within your ads, increasing their visibility and engagement. Utilize extensions like site link extensions, call extensions, and location extensions to provide more value to potential customers and improve the performance of your ads.
• Focus on long-tail keywords: Long-tail keywords are more specific and targeted, allowing you to reach a more qualified audience. Incorporate long-tail keywords that are relevant to your vacation packages and have lower competition. This will help you optimize your ad spend and increase the chances of conversion.
• Optimize landing pages: Ensure that your landing pages are optimized for conversions. Make sure they are visually appealing, easy to navigate, and provide relevant information about your vacation packages. A well-designed landing page can significantly improve or ruin your Google Ads campaign efforts.

B. How to target the right Audience

• Utilize audience targeting: Google Ads offers various audience targeting options, such as demographics, interests, and remarketing. Leverage these targeting options to reach the right audience for your vacation packages. For example, if you offer luxury vacation packages, you can target adult affluent travelers in specific age groups.

• Use location targeting: Location targeting allows you to focus your ads on specific geographic locations. If your vacation packages are tailored to a particular destination or region, make sure to target those locations to reach potential customers who are interested in traveling to those areas.

C. Importance of keyword selection and suggestions for long-tail keywords

• Conduct keyword research: Use keyword research tools like Google Keyword Planner or SEMrush to discover high-volume keywords with low competition. Additionally, consider long-tail keywords that are specific to your vacation packages. These keywords can help you target a more niche audience and increase the relevance of your ads.
• Incorporate keywords strategically: Once you have identified relevant keywords, incorporate them strategically into your ad copy and landing pages. This will improve the quality score of your ads and increase their visibility.

Implementing these strategies allows you to create cost-effective Google Ads campaigns for your vacation packages that drive qualified traffic and increase conversions. In the next section, we will explore how travel companies can leverage Google Ads to boost their visibility and bookings.

Leveraging Google Ads for Travel Companies

Google Ads can be a powerful tool and marketing channel for travel companies to increase their visibility, attract more bookings, and build their brand awareness. Here are some strategies to leverage Google Ads effectively:

A. Increase visibility and bookings

• Ad extensions: Utilize ad extensions such as site link extensions, call extensions, and location extensions to provide additional information and make it easier for potential customers to take action.
• Remarketing: Implement remarketing campaigns to target users who have previously visited your website. This allows you to stay top-of-mind and encourage them to return and make a booking.

B. Brand building and reputation management

• Consistent messaging: Ensure that your ads align with your brand’s messaging and values. Consistency across all marketing channels helps build brand recognition and trust. Branding for small businesses executed through various paid or organic means is not a one-time job.
• Ad creative: Create visually appealing and engaging ad creative that showcases the unique selling points of your travel packages. Use high-quality images and compelling copy to capture the attention of potential customers.

In the next section, we will dive into a case study that demonstrates how Google Ads can be effectively used to promote niche travel packages, such as African safaris.

Case Study: Google Ads for African Safaris

In this section, we will explore a detailed case study that highlights how Google Ads can be effectively used to promote niche travel packages, specifically African safaris. This case study will provide insights into the strategies and tactics employed by a travel company to successfully market their African safari packages using Google Ads.

• Targeting the right audience: The travel company conducted thorough market research to identify its target audience for African safaris. They analyzed demographics, interests, and search behavior to create highly targeted ad campaigns.
• Compelling ad creatives: The company developed visually stunning ad creatives that showcased the breathtaking landscapes, wildlife, and unique experiences of African safaris. They used persuasive copy to highlight the exclusivity and adventure of these packages.
• Strategic keyword selection: The travel company conducted extensive keyword research to identify relevant keywords related to African safaris. They focused on long-tail keywords that captured their target audience’s specific interests and intent.
• Landing page optimization: The company ensured that its landing pages were optimized for conversions. They created dedicated landing pages that provided detailed information about the African safari packages, included compelling visuals, and had a clear call-to-action button.
• Ongoing optimization and tracking: The travel company closely monitored the performance of its Google Ads campaigns. They analyzed key metrics such as click-through rate, conversion rate, and cost per conversion. Based on the data, they made data-driven optimizations to improve the effectiveness of their campaigns.

The example of Google Ads for African Safaris demonstrates the power of targeted advertising and strategic campaign management. By leveraging the unique appeal of African safaris and implementing effective Google Ads strategies, the travel company is able to increase visibility, attract qualified leads, and ultimately drive bookings for their niche travel packages.

In the next section, we will discuss common mistakes to avoid when using Google Ads to ensure that your campaigns are successful.

Common Mistakes to Avoid When Using Google Ads

While Google Ads can be a powerful tool for travel companies, there are common mistakes that should be avoided to ensure the success of your campaigns. Here are some pitfalls to watch out for:

• Poor keyword selection: Choosing irrelevant or broad keywords can lead to wasted ad spend and low-quality traffic. Take the time to research and select keywords that are highly relevant to your travel packages and target audience.
• Lack of ad testing: Testing different ad variations is crucial to optimize your campaigns. Neglecting to test different headlines, ad copy, and visuals can limit your ability to improve ad performance and maximize conversions.
• Ignoring data analysis: Data analysis is essential for understanding the effectiveness of your campaigns. Regularly review key metrics and make data-driven decisions to optimize your ads and improve ROI.
• Neglecting landing page optimization: A well-optimized landing page is crucial for converting ad clicks into bookings. Ensure that your landing page is user-friendly, visually appealing, and provides clear information about your travel packages.
• Failing to track conversions: Tracking conversions allows you to measure your campaigns’ success and identify improvement areas. Implement conversion tracking to gain valuable insights into the performance of your ads.

By avoiding these common mistakes, you can maximize the effectiveness of your Google Ads campaigns and achieve better results for your travel company.

Overall, Google Ads can be a powerful tool for travel agencies, tour operators, and other travel companies to reach their target audience, increase bookings, and drive revenue. By developing a well-planned strategy, creating cost-effective ads, leveraging the power of Google Ads, and avoiding common mistakes, you can effectively market your travel packages and achieve your business goals. Remember to stay creative, data-driven, and customer-focused in your marketing efforts.

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Meaningful, Contextually Relevant Environments Drive Engagement

Consumers are bombarded by advertisements all day every day, simply targeting them isn’t enough in today’s world. Planners need to look deeper to invest in media partners that drive engagement and deliver contextual relevance to increase visibility and impact of campaigns. 

Understanding that travel is a passion for our viewers, it has long been a staple of our content mix. So much so that our editors begin each week with the “Monday Morning Ahh,” featuring a beautiful destination spotlight to ease into the work week and alleviate the Monday morning blues. Later in the week, we follow up with our “Wednesday Travel Gems” spotlight on a unique destination including interesting facts. These are all in addition to our tried-and-true Travel Tips and Travel News. Plus a mix of high-utility content like Travel Weather and Flight Status combined with the ever popular user-generated “View From Your Vacation” photo feature showcasing photos of the stunning adventures of our loyal viewers.

Captivate editors don’t stop there: when summer heats up, so does the focus on travel! Striking the same balance between high-utility content (Summer Weather Dashboards), informational content & aspirational adventures. A few of our favorites include Eco Excursions featuring tips on how to be an eco-friendly tourist and Road Trip Tracks sharing songs best suited to viewers’ weekend journeys. 

All travel content – and more – is sponsorable and available for brands to align their campaign to enhance contextual relevance and overall impact.  

Successful Travel Advertising Strategies Are Targeted and Relevant

The most successful campaigns blend the efficiency of sophisticated targeting capabilities with the creativity that ensures the ad is noticed, relevant and meaningful to your intended audience. An experienced, trusted partner that can collaborate with you to ensure your campaign delivers on both fronts is the key to success.

Below are a few unique examples that demonstrate the value collaborative partnership can deliver to targeting solutions and campaign creativity to move the needle and drive bookings. 

MARRIOTT executed a high-impact campaign featuring a mix of full screen ads & contextually relevant brand integrations which were synced with native content . The Captivate editorial team partnered with Marriott to source relevant, useful and meaningful content from the Marriott Bonvoy Traveler ™ website that resonated well with their target audience & drove increases in key metrics.

PRINCE EDWARD ISLAND (PEI) TOURISM is a repeat client who saw great success from their custom content series on Captivate. PEI partnered with Captivate editors to develop a brand integration featuring custom content highlighting PEI facts, destination attractions and more.

ARIZONA TOURISM partnered with Captivate to identify and align with a custom blend of content categories that speak to their target audiences of “Foodies,” “Self Care Seekers” and “Luxury Travelers.” Their eye-catching brand integration creative aired alongside food, lifestyle, health/wellness and travel content in key cities. 

AMTRAK took a fun and creative approach, hitting a home run in ensuring their campaign perfectly aligned with contextually relevant content. A brainstorm with the Captivate team sparked the idea to have Amtrak sponsor “Flight Delay” content in key markets up and down the East Coast.  The strategy perfectly reinforced Amtrak’s brand goal to drive consideration of rail travel by aligning with pain points for air travelers; flight delays!

NORWEGIAN CRUISE LINES used a turnkey but effective strategy, aligning their creative with Travel Tips and Travel Destination. 

There are many more examples of alignments that enhanced the impact of the travel brand’s campaigns. One interesting strategy featured a data integration that showcased hot Florida temperatures in cold northern markets to entice winter-weary professionals to book a flight south. Weather triggers are a great strategy to promote relevant destinations; Snowing in New England? Let’s trigger creative targeting skiers to book a trip and hit the slopes. 

Campaign Measurement Confirms Strategies are Effective

A recent Cathay Pacific campaign aimed to increase brand consideration among International Travelers. Captivate was a perfect partner due to our ability to effectively reach their audience and provide campaign effectiveness research to validate success.

• 69% Ad Recall Among Asian Travelers
• +17% Lift in Consideration
• +14% Lift in Brand Awareness

Calls To Action Results

• 93% of Those Who Recalled Took Action
• 53% Went Online To Learn More
• 43% Discussed With Friends, Family, Coworkers
• 56% Would Consider Purchasing Future Flight on Cathay Pacific

Advanced targeting capabilities enable brands to target specific buildings in the Captivate footprint that effectively reach their target audience and ensure your plan is efficient.  When it comes to Travel, Captivate’s network reach includes nearly 12,000 displays in 1,950 buildings across North America delivering over 109.5 million monthly impressions.

Out-of-home advertising across multiple channels remains necessary, and adding partners that effectively target your audience is critical to achieve an efficient plan that yields results. With Captivate, targeted ads are paired with contextually relevant content delivered at a time and in a place where travel is booked and trips are researched. With 63% of professionals yet to book their next vacation, now is the time to partner with Captivate.  Let’s discuss your brand goals and solutions to elevate your campaign performance. Captivate is here to help .  

Would you like to extend the conversation?

Book a demo to learn more about impactful, engaging digital signage solutions from Captivate.

How To Create Impactful Travel Business Marketing Ads For Different Platforms

• Social Media

In 2023, digital ads are predicted to account for more than 66% of the total spend on global advertising. This goes to show just how impactful online advertising is, and how so many companies use it for increasing sales and revenue growth.

If you want to reach new customers fast, then running travel business marketing ads is the best way to do so.

A major benefit of running paid ad campaigns is that you can target the right audience and ensure that your business and booking pages are front and center of their buying journey.

And with so many different advertising channels and formats to choose from, you can be very specific about how you attract customers through travel advertising.

Not sure where to start? This guide will cover everything you need to know about preparing your first ad campaign.

What To Consider Before Pursuing Travel Advertising 

Before you start running travel business marketing ads, it's important to take a number of key considerations into account. This will help you create ads that are more effectively targeted in order to achieve a better ROI.

Know Your Audience 

First, you need to have a clear understanding of who your target audience is. This is essential if your ads are going to reach the right people.

The great thing about running online ads is that you can access very detailed targeting options. This means you can be highly specific about what demographics, interests, and locations your ads display.

Start by understanding exactly who your prospective customers are. The best way to do this is to create detailed customer personas that outline elements like the target customers' age, location, interests, income, pain points, and more.

This way, you’ll be able to target the ads so that only relevant people see them. This will help your campaigns achieve e a better ROI.

Understand Your Target Audience’s Behavior 

You’ll also need to have a clear sense of how your target audience consumes information online. This is necessary for choosing the right platforms to run travel advertising campaigns on.

An important aspect of this is understanding the customer journey and the different steps they would take from discovering your brand to becoming a customer. If you focus your ads on platforms where your audience isn't active, your ads won't end up driving conversions.

Being Aware Of Your Ad Budget 

Paid advertising campaigns cost money, so you need to set aside a clear budget accordingly. Of course, your aim is to generate more money from the campaigns than they cost, i.e, to achieve a positive ROI.

Understand the different ways you pay for ads (usually PPC ), and establish a budget for this. You should also be clear on what your ideal return on investment would be for your ads to be profitable.

Best Types Of Travel Business Marketing Ads 

The great thing about travel business marketing ads is that you have loads of different platforms and ad formats to choose from. This gives you plenty of options for effectively targeting your ideal customers, regardless of what their online habits are.

Let’s break down some of the best platforms and ad formats that travel businesses can use.

Google Ads 

When it comes to online advertising, Google Ads remain the most popular. This makes sense seeing as Google is generally the first place people will go to to discover businesses or experiences.

Google offers a variety of different ad formats:

Search Ads 

These are the text ads that display at the top of Google search results. You bid on relevant keywords to have these ads displayed.

Display Ads 

These are ads that include images that display on other websites outside of the search engine.

Video Ads 

Video ads that appear on YouTube (more on this later).

Shopping Ads 

Ads that list products on Google search.

Local Ads 

Ads on Google that send customers to a physical location.

Smart Ads 

Automated ad campaigns that run on Google and across the web.

Discovery Ads 

These ads run across Google’s different feeds.

For travel business marketing ads, the best approach is generally search ads. These are the most common forms of Google ads, and they display similarly to regular Google search results.

Using these ads is a fast way of reaching the top of the SERP.

Your ideal customers are probably going onto Google and searching for something along the lines of “kayak tour near me”. Being savvy about the relevant target keywords can help your ad appear on top of this search query. This is a highly effective way to attract a lot more customers.

Facebook Ads 

Facebook Ads are an extremely popular option for running travel ad campaigns. Consider how much data Facebook holds on its users. This gives you a lot of room to be really specific about how you're going to target the right people.

Many different types of Facebook ad campaigns exist, such as:

Image Ads 

Image ads include a still image with a CTA.

This refers to a video with a CTA.

Instant Experience Ads 

Full-screen ads that include interactive, multimedia options.

Carousel Ads 

Ads that can feature up to 10 images and videos in a swipe-through carousel format, including a CTA.

Lead Ads 

Ads that include a lead generation form to collect email addresses.

Dynamic Ads  

Personalized ads that connect your product catalog with your Facebook Events Manager and Facebook Pixel. This lets you display ad content to users who also viewed the page or product on your website.

Stories Ads 

Ads that appear inside Facebook Stories.

Messenger Ads 

Ads displayed in Facebook Messenger. You can also use these on Instagram and Whatsapp.

Image ads, video ads, and carousel ads are some of the best options for travel businesses, as they let you display your travel experiences in an eye-catching and engaging format. Be sure to use a relevant CTA (like “Book Now”) to increase your conversions.

YouTube Ads 

YouTube is owned by Google, so YouTube Ads are Google video ads (as mentioned above).

Video is the most engaging form of content. Running video ads can be a practical way to grab the viewer's attention. It also lets you display a lot more than images. For travel businesses, this gives you the ideal opportunity to show off your travel experiences and destinations to entice users into booking tours.

Running these ads isn't as easy as other formats, as you’ll need to create quality video content. Bidding on video ads can also get expensive.

Instagram Ads 

Instagram is owned by Meta, so Instagram ads and Facebook ads are managed through the same platform. If you run ads on Facebook, those ads can also run on Instagram at the same time.

Instagram and Facebook ads work in much the same way. Although Instagram also offers ads for its unique features, like Reel Ads, Stories Ads, and Shopping Ads.

It's important to understand your audience and how they interact with each different platform in order for your ads to be most effective.

Twitter Ads 

If your target customers are on Twitter, this could also be a compelling medium for running paid ad campaigns. Twitter lets you run ads in a few different formats, including:

These ads look like standard text-based Tweets.

A single image is displayed in the ad.

These are ads that display a video.

Up to six images are displayed in a swipe-through carousel format.

Moment Ads 

This option allows you to curate a collection of Tweets to tell a story.

Retargeting Ads 

Retargeting is a type of ad strategy that can be run on Google Ads and Facebook Ads. The idea is to show relevant content to people who have already interacted with your website.

For example, a person visits your site, looks at a tour page, and then leaves. You can run retargeting ads (powered by tracking pixels), to then display an ad for that same tour page to the user on different websites.

This is a fantastic strategy for selling more tours, as the people who see retargeting ads have already shown an interest in your business, so they’re more likely to make a purchase.

Tips For Creating Travel Business Marketing Ads 

Once you’ve established what ad platform is best for your travel business, you’ll need to make sure your ads stand out.

Here are a few tips and tactics to keep in mind when creating your ad campaigns.

Use A Compelling CTA 

This is an essential rule for any effective ad campaign, regardless of the platform or ad format you're using.

Your ad exists to drive conversions and to achieve that you need to have a clear call to action (CTA). make sure this CTA is simple and compelling, and that it makes sense for your ad campaign goals.

Optimize Your URL 

It’s crucial that you use a URL for your ad campaigns that align with your ad messaging and CTA. If you're running search ads, the user won't be very interested if they see a long URL that doesn't seem relevant. Make sure that your URL structure aligns with the objective the user has.

Optimize Your Landing Page For Conversions 

Your ad may be the ultimate tool for attracting a lot of clicks and driving traffic to your landing page. However, none of this will matter if your landing page isn't properly optimized for conversions.

Make sure the page you send traffic to is relevant to your ad, and that it includes all of the details and information a user will be looking for. Make sure your CTA is clear, and that you don't require too much information from the user in any forms on the page.

This will most likely be your tour booking page. By using the right travel booking software , you’ll be able to create a more optimized booking page for a better user experience.

Make Your Ads Visually Appealing 

Your ads should stand out and be visually appealing. If you're running social media ads, your goal is to stop people from scrolling and grabbing their attention.

This means you should try to include strong visual elements, and refrain from making your ads too text-heavy. Try to clearly communicate the value of your ad in a line or two.

If you run video ads, keep the videos short and try to grab attention from the first second.

If you're running text-based search ads, be very careful about creating your headline. This needs to be simple, but impactful.

Test Your Ads 

A recommended strategy for running travel business marketing ads is to test, update, and optimize your ads.

By running A/B tests on your ads, you’ll be able to implement the most effective ads that offer the best conversion rates and ROI. The more you test and optimize, the better your ad performance will be.

Conclusion 

With the right travel business marketing ads, you’ll be able to attract a lot more customers and generate more sales. Once you establish what ads make the most sense for your marketing goals and target audience, it is a highly effective way to increase your tour bookings.

If you're looking for more travel industry tips and resources, then take a look at WeTravel Academy . We have created an extensive library of guides, courses, webinars, articles, and more, to help travel industry professionals grow their businesses.

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The Ultimate Playbook for Travel Advertising: Taboola’s Data-Backed Creative Strategies and Recommendations

The  global tourism industry grew by over 40%  in 2022 after steep drops in 2020 and 2021. And it’s expected to rise another 14% in 2023, reaching nearly $2.29 trillion.

Now, how can advertisers take advantage of this travel boom and increase revenue? By reaching consumers with optimized campaigns that speak to their needs and wanderlust.

That’s where the  Taboola Creative Playbook: Travel  comes in — built just for advertisers of booking sites, airlines, hotels, tourism boards, and travel products.

The Taboola Creative Shop  — a global team of experts and strategists — pulled readership trends, insights, and engagement data from our network of over 9,000 premium publisher properties and 5.6 billion travel pageviews. And they compiled it all into the ultimate creative guide for travel marketers.

Download Taboola's Travel Creative Playbook

Here’s just some of what they found:

• Convey ease and inspiration for travel.  Use your ads to share how your product or services can make the travel experience easier and more convenient, and share tips and offers for specific trips.
• Write first-person headlines.  Craft ad titles written from the perspective of a real traveler, often in the form of a review.
• Use Dynamic Keyword Insertion (DKI) to increase clicks.  DKI automatically customizes ad copy  to each user based on specifics like their location or device. For example, you can use DKI to personalize headlines like “People in [Los Angeles] Love These Weekend Travel Tips.”
• Include suggested calls to action (CTAs).  Taboola recommends travel advertisers use CTAs like “Book Now,” “Get Offer,” and “Read More” to drive ad clicks.
• Make it all-inclusive.  Put pricing and saving opportunities front-and-center by highlighting actual travel costs, savings opportunities, and added benefits. For example: “These Affordable All-Inclusives Are Under $400 Plus Bonus Perks.”
• Add visuals and social proof to your landing pages.  Improve on-page engagement with moving images, GIFs, and videos. Also, add testimonials and featured press snippets to build trust and credibility.

Ready to help your travel ad campaigns take flight with data-backed strategies for enhanced performance? Download the  Taboola Creative Playbook: Travel to learn more.

Create Your Content Campaign Today!

Travel Advertising: Where to Next?

Laura Kloot

2022 is the year of the goat.

No, not the Chinese Zodiac, but the latest trend in travel: GOAT, or the “Greatest Of All Trips.”

Basically, it goes like this. After more than two years of global pandemic and restricted travel, people everywhere are just itching to get away again. And after such a long hiatus, consumers are not content with modest vacations. Rather, 65% of survey respondents said they would “go big” with their travel plans this year, and book their extravagant dream vacation.

This is exciting news for travel marketers. The game is on again!

Digital Ad Spend in the Travel Industry: Flying higher

Compared to other verticals, like Retail and Consumer Packaged Goods, digital ad spend in the Travel sector remains low. However, it’s slowly creeping up again, forecast to reach $4.05 billion in 2022, and $4.54 billion in 2023 in the US. 

To be sure, this is well below the 2019 figure of $6.09 billion, but much higher than the $2.99 billion that was spent in 2020, during the height of COVID travel restrictions.

What does Outbrain data say about the travel industry?

While spend might be lower compared to 2019, Outbrain’s network has seen impressive growth in the travel sector, indicating that the industry is coming back with a vengeance. Outbrain data shows 133% increase in active travel marketers this year compared to 2020, and a greater number of travel campaigns in the first half of 2022 than all of 2021. 

Travel marketers in the US are running 155% more campaigns since 2020, and the international market is booming too.

Outbrain data from Australia shows an increase of 589% in travel campaigns, and Germany is seeing a 205% increase in spend for travel marketers this year compared to the start of the pandemic. Based on these trends, Outbrain is hopeful for travel to return to pre-pandemic levels in the near future.

Alongside the growth of travel marketing campaigns is the consumer appetite to get away on vacation, and to experience the “GOAT” trip.  

In just the first half of 2022, Outbrain saw almost as many clicks on content from travel campaigns as in all of 2020. Some of the top once-in-a-lifetime destinations that consumers are interested in include the Maldives, Spain, Greece, Thailand, Japan, and Australia.

Consumers still have concerns about travel , namely continued health and safety issues, rising costs and gas prices, and travel disruptions and delays. These are all probably part of the reason why the travel sector has not yet completely returned to pre-pandemic levels.  Content on Outbrain’s network mentioning travel delays garnered a 600% increase in page views from May to June. On the other hand, interest in air travel doesn’t seem to be impacted: click through rates related to air travel on the Outbrain network increased 84% in the past 30 days compared to the prior month.

If the Super Bowl commercial lineup this year is anything to go by, then the Outbrain data forecast is correct! Travel advertisers made a strong comeback, buying some of the most coveted advertising spots of the year. Check out the hugely popular 2022 Super Bowl ad by Booking.com featuring Idris Elba:

Need more inspiration for your travel advertising strategy? Check out this roundup of actionable content around the travel vertical to get your campaigns moving.

Native Advertising Travel Campaign Tips

How do you plan your vacations? Let’s take a guess. You visit travel websites, read blogs and articles (“Top 10 Things to Do in Peru”), create an outline for your perfect itinerary, and then have some fun putting in different dates and destinations on travel booking websites to see how much it will all cost.

This is what’s known as “discovery”. When consumers are browsing online, reading and researching, they are in discovery mode, and are open to learning about new products, services and deals. 

Here’s a fascinating stat for you: 44% of experiences that internet users have with travel content start with no destination in mind. That means, nearly half of travel consumers browsing online don’t even know where they plan to have their vacation! For travel marketers, this is an incredible opportunity to grab consumer attention when they are looking for new discoveries and experiences. Native advertising is a great way to do this, because it is specially designed to attract potential customers when they are in this discovery mode. So be sure to check out our Native Advertising Travel Campaign Tips .

Best Native Ad Examples

Considering native ads for your travel campaign? Take a look at our annual roundup of best native ad examples from around the web – there are some travel ads there to inspire you too.

5 Success-Driven Push Notifications for Travel App Users

Travel apps are growing in popularity, despite the effects of the pandemic. In May to August 2021, there were over 1.1 billion downloads of travel and navigation apps, with Google Maps, Uber and Booking.com taking the top three positions.

Source  

If we’re talking about apps, then we need to talk about push notifications. Push notifications are an effective marketing tool, increasing app retention rates by 3-10X . Given the high app usage among travel consumers, travel marketers should definitely consider upping their push notifications game. Take a look at our tactics for engaging travel app users with push notifications along their vacation-planning journey.

How Travel Brands Can Boost Business With Native Ads This Summer

Yes, content marketing is still king, but the difference today is that content takes many more forms than it once did. Travel brands don’t have to resort to boring keyword-stuffed blog posts; those days are long over. According to HubSpot, the main content types that marketers use today are videos, blogs, images and infographics . For travel consumers, engaging the senses by creating an immersive content experience is even more important, and you can definitely gain exposure and reach of your travel content with native ads. 

Why not leverage native advertising at key periods in the year leading up to the big vacation season? Read this article about using native ads to boost your travel business before the summer holidays. 

The Quick Content Marketing Kit for Travel Brands Looking to Stand Out

Brand awareness is hard. Standing out is a challenge. Content is one of the key tools travel brands can use to differentiate themselves from their competitors. Take a look at how Iceland achieved nearly €140 million in extra revenue with their “Inspired by Iceland” content campaign following the infamous eruption of the Eyjafjallajokull volcano in 2010. 

Learn some quick tips to maximize the impact of your travel-related content .

Best Practices for Gen Z Vacation Advertising Campaigns

Travel is a popular activity across all consumer age groups. Baby boomers in the post-retirement phase of life have the free time and budget to enjoy travel, while Gen Z have the young adventurous spirit, even if their budgets are lower…

According to a survey reported by Statista, 83% of Europeans aged 55 and older intend to go on a short vacation domestically or in Europe in the next six months, compared to 68% for Gen Z.

Gen Z loves to vacay though, spending an average of 29 days on vacation , coming in second only to Millenials who spend an average of 35 days a year vacationing.

And speaking of Gen Z, spring break is a great reason for travel businesses in the US to increase their marketing activities and ad spend, especially online where Gen Z spends at least 8 hours every day !

Take a look at these best practices to get more from your spring break advertising campaigns . And use them to inspire all major vacation periods, and the upcoming holiday season!

Travel Native Advertising Campaigns: Case by Case

Discover how native advertising has helped travel brands boost awareness, drive conversions and increase revenue.

VisitDenmark : 3000% increase in landing page visits

VisitDenmark used native video to promote travel to Odense, home of Hans Christian Andersen.

Take me there

Switzerland Tourism: 75% viewability rates

Switzerland Tourism relaunched post-pandemic activities with in-article native ads to boost engagement.

Check me in

Transavia Airlines: 20% lower Cost Per Acquisition (CPA) than other channels

Transavia Airlines identified and acquired new audiences with Outbrain native traffic.

Destination: native!

Expand your travel marketing strategy with native advertising.

Launch your Campaign!

Create full funnel campaigns that drive real business results..

Related Articles

Heather Riley

Cyrus Jabbari

Libi Rynkyu

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Capturing Your Key Audience: Effective Strategies for Travel Advertising

Travel: a thrilling escape or a stressful juggle? We know it can be both! As advertisers, tapping into those “moments that matter” within the travel journey is crucial for grabbing attention and influencing audience decisions. But how do we navigate this emotional roller coaster and deliver impactful messages?

Let’s break it down.

Know your audience✅

• The planner: Stressed, organised, seeking control. Hit them early in the research phase with helpful info and deals.
• The seasoned traveller: Less stressed, more spontaneous. Catch them near travel moments with relevant offers and incentives.
• The newbie: Wide-eyed, open to possibilities. Engage them with captivating visuals and inspiration early on.

Focus your message ✅

• One clear goal: Brand awareness, sales, downloads? Prioritise and tailor your message accordingly.
• Less is more: Bombarding with messages dilutes impact. Choose one key point that resonates and focus on that.
• Value-driven communication: Speak to their motivations. Why should they choose you over the competition?

Audience channel selection✅

• Reach mass audiences: Utilise broad platforms like social media and video for initial brand awareness.
• Target contextually with specific touchpoints and behaviours: For in-depth engagement, target relevant websites, travel apps, or review sites for frequent travellers.

Remember, it’s all about the customer ✅

• Plan through their eyes: Put yourself in their shoes – stressed planner, excited newbie, or relaxed regular.
• Align with their journey: Deliver the right message at the right time – inspiration during research, deals closer to booking.
• Make it relevant: Speak to their current mindset and needs. A last-minute offer for a stressed planner? Probably not helpful!

By understanding your audience , focusing your message, and choosing the right channels, you can transform your travel advertising from a missed connection to a smooth ride to conversion. So, ditch the one-size-fits-all approach, embrace the traveller’s journey, and watch your campaigns hit the road!

Bonus tip: Don’t forget the emotional punch! Travel inspires, excites, and connects. Infuse your ads with that magic to truly capture hearts and minds. Happy travels (and advertising)!

Route Agency has won multiple awards for its successful media and marketing campaigns, where we have helped clients understand their audience, and their transport habits. We have significant experience in planning , activating and measuring public transport campaigns. Route helps to identify the marketing challenges a client faces, works with the owner, senior management team and marketing team to identify customer segments, opportunities to reach and engage with these segments, creating an overall strategy, and implementing a tactical approach to deliver brand awareness, service offerings, new product understanding, price changes, route timetables , and many more.

This in turn helps in a variety of ways including: • Increasing public transportation usage • Improving customer knowledge of the brand and its services, • Supporting employee recruitment.

[email protected]

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Revolutionize Your Bookings with LabsMedia's Google Ads

Elevate your travel business effortlessly. Discover how we boosted a client's leads from 2,500 to over 12,000 per month, without increasing ad spend. Our focused Google Ads strategies are designed for the travel industry, ensuring more visibility, traffic, and bookings.

Are You Overlooking Your Biggest Marketing Asset?

"Google Ads is where you spend the majority of your digital advertising budget." But is it giving you the return it should? Here's what you might be missing:

• Underutilized Potential: If your Google Ads aren't finely tuned, you're likely leaving 3 to 5 times more leads on the table, not to mention paying more per lead and per booking than necessary.
• The Need for Specialized Expertise: Google Ads has become increasingly complex. It's no longer enough to have a generalist or a multi-discipline agency juggle your Google Ads along with other tasks.

LabsMedia: Your Google Ads Game Changer

• It’s not just about spending on Google Ads; it’s about spending smart. That's where LabsMedia comes in. We specialize exclusively in Google Ads, particularly for the travel industry. We don't just manage campaigns; we transform them.
• Find out how we helped one travel client leap from 2,300 to over 10,000 leads per month, without any increase in ad spend. That’s the impact of focused expertise.

Maximizing Your Impact

• Deep Travel Industry Insight: We're travel enthusiasts skilled at crafting campaigns that connect with all types of travelers.
• Enhanced Brand Presence: We elevate travel businesses to the top of Google searches, increasing online visibility.
• Optimized Investment: Your ad budget is strategically used to ensure the highest ROI, turning clicks into bookings.
• Personalized Campaign Management: Our experts tailor each campaign to align with your unique travel offerings.
• Strategic Reporting: Receive insights to make smarter marketing choices.

Partner with LabsMedia for a Google Ads strategy tailored by travel experts.

Advanced Strategies

• Competitor Insights with SpyFu: Uncover effective keywords and ad approaches from competitors to shape robust strategies.
• Expanding Reach with SEMrush: Broaden ads' reach by discovering high-potential keywords and audience segments.
• Real-Time Market Analysis with Google Analytics: Stay updated on market trends and customer behaviors for timely campaigns.
• Ad Optimization with Ahrefs: Refine ad content and SEO with backlink analysis for enhanced visibility.
• Leveraging Audience Data with Facebook Pixel: Track audience interactions and retarget effectively for a cohesive cross-platform strategy.

Enhancing Travel Campaigns with Focused Keyword Insights

Transform your travel business with LabsMedia’s sophisticated approach to Google Ads, centered around a multi-faceted keyword strategy. We delve into various aspects of the travel industry to ensure your ads resonate with the right audience

Diverse Travel Industry Use Cases

We analyze different travel segments (like adventure travel, luxury escapes, eco-tourism) to identify niche-specific keywords. This helps in targeting ads to specific traveler interests and preferences.

Buyer Journey Mapping

Understanding the traveler’s buying journey, from inspiration to booking, enables us to target keywords for each stage. This approach ensures your ads engage customers whether they're just beginning to explore or are ready to book.

Seasonal and Event-Based Targeting

Leveraging seasonal trends and events, we adjust your keyword strategy to capitalize on peak travel times, ensuring your ads are timely and relevant.

Long-Tail and Micro-Focused Keywords

By incorporating long-tail and highly specific keywords, we target users with precise search intents, leading to higher conversion rates and more qualified leads.

Leveraging Data with Google Keyword Planner

Utilizing tools like Google Keyword Planner, we gain insights into search volumes and trends, refining our keyword selection and ad placement strategy.

Competitor Keyword Analysis with Moz

Using Moz, we monitor your competitors' keyword strategies, giving us an edge in positioning your ads more effectively.

Our multifaceted keyword strategy is designed to maximize engagement and conversions, ensuring your travel ads not only reach the right audience but also inspire action.

Discover Tailored Business Solutions with Our Packages

LabsMedia introduces three distinct Google Ads packages, designed to cater to the diverse spectrum of the travel industry. From small travel startups to large-scale operators, each package is crafted to suit your business size, budget, and specific goals.

Voyager Package:

• Target Audience.
• Local & Niche Keyword Strategy.
• Responsive Ad Creation.
• Geo-Targeting & Basic Remarketing.
• Performance Analytics & Reporting.
• Customer Support.
• Guidance for Selection.

Explorer Package:

• Advanced Keyword Research.
• A/B Testing & Ad Optimization.
• Cross-Platform Campaigns.
• Bi-Weekly Performance Analysis.
• Priority Customer Support.

Globetrotter Package:

• Comprehensive Global Keyword Strategy.
• Multilingual Ad Campaigns.
• Full-Scale Remarketing and Advanced Segmentation.
• Weekly In-Depth Analytics.
• Dedicated Account Management.

Navigator Package:

• Enterprise-Scale Keyword Strategy.
• Multilingual and Multi-Regional Targeting.
• Advanced Analytics and Reporting.
• Integration with Enterprise Systems.
• Dedicated Strategic Team.
• Tailored B2B Remarketing.

Our Streamlined Process for Google Ads

LabsMedia's approach to Google Ads is not just about managing campaigns; it's about creating a hassle-free and efficient experience for you. We've fine-tuned every step to ensure ease, clarity, and optimal results.

Personalized Onboarding

Bespoke strategy development, campaign activation & rigorous monitoring, in-depth sales tracking & analytics, ongoing support & agile optimization, building trust with expertise and results.

FAQs: Tailored Google Ads for Travel Companies

What are tailored google ads services.

Tailored Google Ads services are customized advertising solutions specifically designed to meet the unique needs of travel businesses, aiming to increase online visibility and bookings.

The Advantages of Tailored Google Ads.

Experience increased traffic, higher conversion rates, and improved ROI with our expertly crafted Google Ads campaigns for travel companies.

The Difference Between Standard and Tailored Google Ads

While standard Google Ads can be effective, tailored ads specifically target the travel market, ensuring more relevant and impactful results.

The Role of LabsMedia in Your Google Ads Strategy

As your Google Ads partner, LabsMedia takes care of everything from ad creation to ongoing optimization, allowing you to focus on running your travel business.

How to Choose the Right Google Ads Partner

Select a partner with proven expertise in both Google Ads and the travel industry, a track record of successful campaigns, and a commitment to personalized service.

The Impact of Tailored Google Ads on Your Travel Business

Customized Google Ads campaigns can significantly boost your online presence, attract more travelers, and increase bookings for your travel business.

Elevate Your Travel Business with Our Digital Solutions

LabsMedia offers a wide array of specialized services to complement your travel marketing strategy. These offerings are designed to integrate seamlessly with your overall digital marketing plan, covering every aspect necessary for a thriving travel business.

SEO Optimization for Travel Websites

Enhance Your Site's Visibility : Specialize in boosting organic traffic with travel-focused SEO, including local and global destination keywords. Discover Our SEO Services.

Content Marketing for the Travel

Craft Compelling Travel Stories : Create engaging content that inspires and informs your audience, from travel blogs to destination reviews. Explore Our Content Marketing.

Social Media Marketing for Travel

Connect with Travelers Worldwide : Engage audiences on platforms like Instagram, Facebook, Twitter, and TikTok with targeted content and campaigns. Learn About Our Social Media Strategies.

Email Marketing for Travel Agencies

Personalized Campaigns for Your Audience : Keep travelers updated and engaged with tailored email marketing strategies. Check Out Our Email Marketing Solutions.

Travel Website Design and Development

Build Stunning, User-Friendly Websites : Our team excels in creating websites that perfectly balance aesthetics and functionality for travelers. Find Out More About Our Web Design Services.

Travel Influencer Marketing

Expand Your Reach with Influencers : Collaborate with travel influencers to authentically promote your services to a broader audience. Discover Influencer Marketing Impact.

Paid Social Media Advertising

Boost Your Brand on Social Platforms : Leverage paid advertising on LinkedIn, Facebook, Instagram, and TikTok to target your ideal travel audience. Learn About Our Paid Social Media Services.

Local Marketing Strategies for Travel

Target Local Travel Markets Effectively : Develop strategies specifically designed to attract local travelers and promote regional tourism. Explore Local Marketing Options.

Video Marketing for Travel

Engage Audiences with Captivating Videos : Utilize the power of video marketing to showcase destinations, experiences, and testimonials, bringing your travel services to life. Discover Our Video Marketing Solutions.

Start Your Tailored Google Ads Journey with LabsMedia Today!

Ready to transform your travel business with tailored Google Ads? Contact LabsMedia today for a consultation and embark on a journey to digital success in the travel industry.

Google Ads for Travel Agency: Best Google Ads Strategy for You

So, you’re a travel agency. You know all there is to know about destination vacations and creating the perfect packages for your customers. However, you aren’t getting much traffic, and as a result, you are only getting a few bookings.

This is despite your best efforts to do SEO for travel agencies , which does bring success, but it’s hard to beat more established agencies organically. That is where Google Ads, formerly Google Adwords, comes in.

Google Ads is a powerful advertising platform that can help travel agencies reach new customers. It’s a form of paid advertising using Google, which has access to billions of users, as well as websites on its partner networks. ( Xanax )

In this blog post, we’ll answer “how does Google Ads work?” as well as how you can create an effective Google Ads campaign for your travel agency.

The Benefits of Google Ads for Travel Agencies

Travel agencies have a lot to gain from creating travel ads using Google Ads. This includes the following:

Reach a Wide Variety of People

When planning a trip, most people turn to the internet for help. As the world’s largest search engine, Google gets a lot of traffic from people looking for travel information. In fact, there are at least 9 billion searches on the search giant.

So, tourism ads with Google can help you appear in front of billions of people every day.

Furthermore, your ads won’t be limited to just Google. In addition to showing up on the Google Search Network for text ads, your visual ads can show up on the Google Display Network. This includes both services owned by Google, as well as mobile apps and other partner websites.

Get Targeted Traffic

With Google Ads, you can reach a specific target audience who are searching for travel-related keywords on Google. You can also use location targeting to zero in further on these people.

For example, you can target people in specific locations or who speak specific languages. Additionally, you can use negative keywords to ensure that your ads are not being shown to people who are not interested in what you have to offer.

By using Google Ads, you can reach a large audience of potential customers and significantly increase the targeted traffic coming to your website.

Control Your Costs

One of the better benefits of Google Ads is that there are no limits to how much you pay for the ads. You can spend as much or as little as you want daily, weekly, or monthly.

Best of all, you will only pay when someone clicks on your ad, which can be great for increasing brand awareness via display campaigns.

Instant Results

Unlike other forms of travel content marketing , paid Google advertising for tourism can deliver instant results. You can create and publish well-optimised ads and start getting traffic and conversions the very same day.

Google Adwords Advertising Networks

Before devising a strategy or creating Google Ads campaigns for your travel agency, you must choose where you want to place your ads.

Ideally, you want to place your ads on both the search and display network. But, this is not possible for everyone, mostly due to budget constraints.

Here’s what differentiates the two Google Ads networks, as well as how they can work together.

Google Search Network

As the world’s leading search engine, Google handles billions of searches per day. But, the search giant’s reach isn’t limited to just Google searches; they also have the Google Search Network. It’s what handles travel search engine marketing from a paid ads perspective.

The Google Search Network consists of a network of websites that are search partners with Google, enabling them to show ads. When someone uses one of these websites to search for something, they might see an ad from a business that is relevant to their query.

For travel agencies, the Search Network can be an effective way to reach potential customers who are actively looking for your services. And because the Search Network includes such a wide range of websites, businesses can reach a large audience with their ads.

Search ads are perfect for capturing potential customers nearing the end of the sales funnel as they’re actively looking for an agency like yours. However, they do tend to be the more expensive of the two.

Google Display Network

The Google Display Network is a huge network of websites that showcase both visual and textual ads. This includes major news sites, popular blogs, and smaller niche sites. When you create a text and image ad on Google, you have the option to target the Display Network.

This means your ad will appear on any of the millions of websites in the network that are relevant to your business. For example, as a travel agency, your ad might appear on a travel blog. The Display Network is a great way to reach a large audience and generate brand awareness for your business.

Display ads are great for brand awareness, and they can also visualise your packages. And since images can instantly catch someone’s attention, they’re particularly powerful for travel agencies. Furthermore, they’re generally cheaper than search ads and are adaptive to whichever platform they appear on.

Search ads are perfect for lead generation for travel agents, as you’ll reach people who’re ready to convert. If the goal of your travel agency ad is to boost your visibility, display ads are perfect. But you can create separate campaigns in each format to get the most out of your ads.

Creating a Google Ads Campaign

So, now that you’ve set up your Google Ads account and know about the types of Google Ads networks, it’s time to start creating your ad. Here are the steps to follow when creating an ad for both search and display advertisements.

Do Research

The first part of doing any travel agency advertisement is to ensure you understand your audience. If you’ve been in business for a while, this information should already exist.

If not, you can create personas for the different segments you want to target. You can target these people based on demographics, their interests, and whether they’re in-market (actively researching travel information) or not.

You’ll also need to do keyword research at this point to figure out what keywords you would like your ads to be triggered by. Just like they’re an important ranking factor for SEO , they’re also crucial for Google Ads. A good rule of thumb is to cast a wide net at first, then narrow down your keywords by keeping those that show a positive trend and discarding the ones that are now promising.

Both target audience and keyword research should help dictate what your copy should be like.

Next up, choose the location you’ll be targeting, and you can use Google Trends to find potential traffic in different locations for your destination packages. You also have the choice of using paid tools like Ahrefs.

Create Destination-Specific Landing Pages

Everyone knows Google Ads are great at getting your travel agency in front of potential customers. But, if you’re not using landing pages, you’re not getting the most out of your campaign.

Landing pages are single web pages that are designed specifically for a given campaign or offer. They typically have a unique URL that’s different from your website’s home page. And they’re often optimised for conversion by featuring compelling headlines, clear calls to action (CTA), and focused content.

Focused on a specific goal, landing pages are more effective than your website’s home page at converting visitors into leads or customers. Plus, they help with the ad score (more on this later).

Set Your Budget

Afterwards, you’ll need to set your budget, i.e. the maximum you’re willing to spend on the ads. At the start, it’s difficult to set a budget as you have no figures to go off, even if your keyword bidding prices can help. So, you’ll need to just throw a decent amount of money into the ads and then adjust for performance.

A good beginning monthly budget is $850 per month, and you can then go higher or lower as you wish or as the data dictates. Keep in mind that display ads are generally cheaper than search ads.

Choose Your Campaign Objective

Google Ads has several campaign objectives, but travel agencies really need to choose one of three. This includes leads, website traffic, and brand awareness and reach.

Leads are perfect for lead generation as they are shown to searchers that are most likely to convert. Website traffic will bring you qualified visitors based on the keywords you’re bidding on, and brand awareness and reach will put the word out there that you exist.

Choose a Campaign Type

Likewise, you’ll find several campaign types you can run. However, you should first start with either/or both search and display campaigns for the reasons explained above.

Further down the line, you can try using video ads to showcase your travel agency’s capabilities on Youtube.

Pick a Bid Strategy

As Google Ads are an auction, everything is done through bidding. So, you’ll need to pick a bid strategy that best fits your plans.

You can choose between maximising clicks, maximising conversions, maximising impressions, or setting a target conversion value. After getting a good number of conversions, you’ll be able to pick more bid strategies like return on ad spend, target cost per action, and the like.

This is also where the keywords for travel and tourism you found earlier come in. As you slot in your preferred keywords, Google will show an estimate of what you can expect to spend.

Ad Copy or Visuals

Text ads give you a chance to share unique information through headlines and descriptions. Headlines should grab the searcher’s attention, and descriptions should add valuable information that entices the reader to click.

For display advertising, you’ll need to create attention-grabbing images for visually captivating ads — which shouldn’t be too difficult for a travel agency with a gallery of destinations. You can also use text to give context to each image.

Try to make these as distinct as possible, focusing on what makes your company unique — there are already dozens of travel agencies advertising what you offer at the basic level.

Optimising Your Campaign

Tracking the results of your efforts is crucial for a successful, continuous Google Ads experience. The best way to do this with Google Ads is by looking at the ad quality score, which can give you suggestions for what to improve.

Firstly, you can adjust your keywords by adding new keywords and adding negative keywords to not appear on irrelevant searches.

Secondly, observe your Google Analytics data to see how long people spend on your landing pages before abandoning the page. A long time spent on landing pages without converting may point to the booking process being too long and needing some steps removed.

More Tips for Doing Google Ads for Travel Agencies

In addition to the above, there are a few more things you’ll need to consider doing to ensure you have the best travel ads possible. Those include the following tips:

Adjust Your Ads for Seasonality Changes

Seasonal changes can have a big impact on your business, and that includes your Google Ads. As the seasons change, so do consumer habits, and that means you need to adjust your Google Ads accordingly.

For your paid search campaign, take a look at your keywords and make sure they’re still relevant. Next, take a look at your search ads’ copy and make sure it’s still accurate. For display ad campaigns, you’ll want to rotate images if activities change drastically with the weather in certain destinations.

Finally, keep an eye on your budget to ensure you don’t overspend with seasonal changes.

By making these simple adjustments, you can make sure your Google Ads are always in step with the seasons.

Social Proof Your Landing Pages

As a travel agency, you’re likely asking people to trust you with thousands of dollars. So, a large number of people would be understandably apprehensive about using your services if they have nothing to back up that you do your job well.

That’s why having customer testimonials and reviews on your landing page is crucial, as they’re valuable trust signals. Furthermore, you can insert logos of major companies that have worked with and endorsed your agency.

Don’t Forget About Bing

Sure, Google is a search giant with no equal, but there are still some search engines out there worth advertising on too. There are no better alternatives than Bing, which is the second biggest search engine  in the world.

The process of advertising on Bing is similar to Google, and you won’t be throwing money away, either. After all, Bing gets over a billion searches monthly and given that people rarely flip-flop between the two, that’s one billion searches you could use to grow profits.

Travel Tractions Can Help You Create Travel Agency Ads with Google

If you’re a travel agency, there’s no reason not to be using Google Ads. Not only does it give you a chance to get your travel agency in front of billions of potential customers, but it also allows you to laser target your audience so that you’re only paying for ads that are being seen by people who are interested in what you have to offer.

Creating Google Ads campaigns may seem daunting, but we can help. Our team of experts will work with you to create a campaign that gets results.

So what are you waiting for? Get started on your Google Ads journey or get in touch with us today and let us help you.

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Social media marketing for travel agents (+20 examples & tips).

• The 5 best social media marketing networks for travel agents.
• How to implement social media marketing strategies for your agency.

Social Media Marketing for Travel Agents – The 5 Best Social Networks

• How many social media networks do you have the time and money to run?
• Where is your audience and which social media networks should you choose?
• How often can you schedule posts and do you need tools to help you?
• How will you integrate all of your social media channels and your website?
• How do you want to tackle a social media marketing advertising strategy?
• How important is social media management and which tools do you want to use for it?

Which Social Media Platforms are the Best for Your Travel Agency?

Facebook social media marketing for travel agents, instagram and pinterest social media marketing for travel agents, twitter social media marketing for travel agents, linkedin social media marketing for travel agents, other social media marketing options for travel agents, how to use social media to market travel as an agency.

• Stay on top of hot trends and vacation spots.
• Hold sweepstakes and run contests on social.
• Crowdsource images and promote user-generated content.
• Push your blog content, add reviews, and curate great travel content.
• Articles on Hot Spot Locations
• Travel Tips and Warnings
• Packing Tips and Local Fashion
• Travel Guides and Must See Lists
• Unique Hotels and Accommodation
• Bucket Lists and Dream Vacations
• Use Periscope or Facebook Live to live stream content.
• Cruise Ship Tour
• Hotel Review
• Food Experience
• Museum Tour
• Street Performance
• Local Event or Festival