Breakthrough Search Advice for Tourism Operators in an Age of Artificial Intelligence
March 20, 2018 9:02am
Getting the online basics right with Google will go a long way to creating a successful tourism marketing website, says Bronwyn White, co-founder and travel futurist at MyTravelResearch.com
Google is becoming more like a personal assistant than a search engine; destination marketing organisations should take advantage of these changes, says Bronwyn White
While tourism is still about enjoying visceral real world experiences, its modern marketing is not. Tourism marketing is increasingly dominated by the relentless science of artificial intelligence, specifically semantic search.
This means if you want your destination to earn market share or better, Google has to love you. And you can’t fool Google. Its AI-driven semantic search is exponentially more capable than historical search algorithms of delivering, fast, meaningful results tailored to each user's search query. When a person conducts online travel search today, Google takes into account information such as his or her geographical location, previous search history, and interests, as reflected by social media interactions.
Now all this is a boon to tourism businesses because it helps you connect with your customers in a targeted, relevant manner. Do your job right and your product, service or destination will be presented in search results that fully match the user’s intent and delivers you customers who will love your product.
It’s fair to say that Google is becoming more like a personal assistant than a search engine. To accomplish this Google has embedded its machine learning algorithms in a suite of products, apps and tools that are free, easy to use, and fully integrated.
For example, today, the Google ‘suite’ includes Google Maps, Chrome, Plus, Home, My Business, Now, Calendars, Voice, YouTube, and more. The more you love Google, the more it loves you back.
I therefore strongly recommend travel organisations to embrace these tools in order to keep their marketing programs on track and their content working for them.
This means tourism bodies need to create content that is relevant to the user by answering specific user questions, solving problems, and providing useful information in a variety of formats.
Get the Basics Right
But before you post your great content – words, photos, videos, blogs, surveys – make sure your online fundamentals are in place. Namely:
Summarising, David Amerland, a leader in semantic search analysis for business, gives the following four tips: develop a clear distinctive brand voice, deliver content in multiple channels in a personable, accessible way, deliver content that has real value for the end user, and embrace the free platforms and tools made by Google.
MyTravelResearch.com is a market research and marketing firm specializing in the travel, tourism and aviation industries. Its specialty is providing insights that are actionable.
Founded by principals with lifetime careers in travel, tourism and aviation, MyTravelResearch.com exists to build the visitor economy and successful tourism businesses. It does this by putting the voice of the customer and best practice business thinking into an easy to implement, hands-on approach via an innovative membership model. MyTravelResearch.com can help:
* National Tourism Organizations (NTOs) meet the expectations of their industry by acting as an extension of their research and marketing resources
* Businesses make more informed decisions. (It is like having your own research and/or marketing team)
Contact: Bronwyn White
Contact: Carolyn Childs
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