How Digital Marketing is Driving a New Approach to Vacation Planning

...And the best way to capture demand



The way people travel has been greatly impacted by technology, with digital marketing campaigns informing everything from where someone chooses to go, to what they do when they get there. Chances are, the last trip you, or someone you know took, was the result of digital marketing flooding their online world with beautiful pictures of a far-off oasis.

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You saw the beautiful scenery, watched a video that accompanied an ad or read about the perfect travel destination. Where you wined and dined and visited during the trip also may have been the result of digital marketing. The entertainment spots, the things that you bought, and pretty much everything that you did was probably informed by what you saw online.

This is the power of digital marketing – it directs our dreams and plans, taking our minds to new and exciting places. Digital marketing has greatly affected travel to the extent that most destinations in the world are now visited as a result of online campaigns and advertisements.

So how does it work? In this article, we’ll talk through some important considerations for when you’re planning a digital marketing campaign for vacation planning and selling, and at the end, we’ll offer our Top Five Tips to make your campaign the best it can be.


The first place we go when we want to plan a trip is usually Google. Because this is the first stop, it’s important that there is lots of engaging content available for people to search. To increase traffic, it’s helpful to write blogs that relate to what you’re selling, which will ultimately drive readers to your website. For example, if you’re a hotel in Cyprus, try writing a blog about the top reasons to visit Cyprus to capture that traffic.

A few keywords will open a world of information about any destination, with optimised pages topping the list, making them the most likely to be selected by the excited traveller. Optimising your page is important if you are planning a digital marketing campaign, but not everyone will fall for the “top of the list is best” trick. You also have to provide the information that people will be looking for. If you provide the content people are looking for, chances are high that they will click through and rely on your site.

A strong digital marketing campaign can help provide all the information that is required as well as directing visitors to places where they can get the kinds of information they are looking for. You may want to engage in PPC or “pay-per-click” advertising, where you advertise on search engines, and pay a small fee each time someone clicks on your website.

To be seen as a reliable source of information, it is important not to be misleading in your information and campaign, as is often the case. As a top marketer, it is important to consult a number of sources, collate information, and put this information forward in a clear and enticing way.  

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Email is a powerful tool for digital marketing. Anyone can tell you about the weekly emails they receive enticing them to take their next vacation. Email helps people make decisions and guide them towards their next vacation. Maybe they weren’t thinking about going anywhere, or maybe they thought it was time to take a break but had no idea where to go. Receiving emails marketing a specific vacation destination, especially when attached to promotions or deals is a surefire way to get people thinking about where and when you want them to travel.

Loading your email with the latest information, best offers, and new places to visit is exactly what is needed to make your campaign successful!


Although reliance on ads for information is increasing, people are still interested in what others have to say about a destination. So, once you’ve attracted potential travellers, make sure they will find stellar reviews to match what you’ve been promoting. Platforms like TripAdvisor have reviews completed by people who have visited that place. Here is where most people find information about the destination, what to expect, and even the amount they are likely to spend.

However, the desire to visit a given destination emanates from the ads that pop up on screens or emails that are shared, with the beautiful pictures which have been taken in those locations. Reviews are consulted when a decision needs to be made, so they are a way to make the final pitch for why one should visit a certain place.

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Social Media

This is one of the tools that has completely altered the travel industry, with its wide reach, instant messaging and feedback. Agencies are using it to reach would-be travellers, enticing them with images and texts that help them make a decision. People who have visited these destinations are sharing images that further pull in those who may not have made a decision to travel. Travellers are also forming networks, such as Facebook groups and others, where they keep in constant contact, sharing places they have visited and engaged in lots of travel activities.

Social media pages are an extension of your website and give would-be travellers a better idea of what your hotel, restaurant, or attraction is about. Having regular, diverse, and engaging content helps you attract travellers by giving a clearer picture of what you’re all about.

Top Five Tips

Digital media has altered the way we approach travel, with digital marketing providing the required information and keeping prospective travellers interested. Digital marketing has led to more travel as people now have more information and wider choices. Below are our Top 5 Tips for digital marketers in the travel industry:

  1. Blog – Write engaging content that will drive people to your website, like a blog about the top reasons to visit your city and link that blog to more information about your hotel, restaurant, or attraction
  2. Pay-per-click – Use PPC advertising on search engines to get more traffic
  3. E-mail. Send weekly email blasts to entice people to start planning their next vacation
  4. Reviews – Make sure you have a collection of strong, reliable reviews so that when someone is researching the best places to stay, eat, or visit, they will be impressed by the positive feedback you’ve gotten
  5. Social Media – Use social media to give would-be travellers a clear picture of what you offer – make sure you have regular, diverse, and engaging content

There you have it – some important and necessary ways that you need to engage with digital media to ensure your digital marketing campaign entices travellers to visit you on their next vacation.

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