7 reasons why travel and tourism marketing is important
With 1.4 billion international tourist arrivals recorded in 2024 (yep, billion with a B), it’s pretty clear people have officially got the travel bug again. And when they're dreaming about sipping cocktails on a beach or climbing a mountain they found on Instagram, their first stop is usually online. So if your travel business wants in on the action, a touch of clever marketing can go a long way. Here’s why marketing matters in travel and how it'll help you charm more visitors and boost your bottom line.
1. Stand out in a crowded market
When travellers search for places to stay or things to do, they're presented with hundreds, if not thousands, of options. It's hard to stand out in a sea of companies vying for attention, but the right type of marketing helps them notice your business instead of scrolling past it.
Without marketing, even the best hotel or tour might go unnoticed. Marketing in travel and tourism helps show what makes your business special, whether it's your location, the service you provide or the unique experiences.
Many travel businesses believe their quality will speak for itself. But in reality, travellers can't judge your quality until they find you first. Good marketing helps you stand out so people aren't looking for you like Where's Wally? Without it, you're just another option on a very, very long list.
2. Reach travellers throughout their booking journey
Research shows that travellers interact with multiple touchpoints before making a booking decision. McKinsey research shows that companies who excel at managing the entire customer journey see faster revenue growth than those who only focus on individual interactions. The gap in customer satisfaction between top and bottom performers on journey management can be 50% wider than those who only focus on touchpoints.
Booking a holiday usually isn't an impulse buy (unless you're brave, spontaneous … or both). Most travellers bounce around online, checking out websites, reviews, Instagram pics and everything else before handing over their hard-earned cash. In fact, McKinsey found that brands that nail the whole customer journey – rather than just bits here and there – grow faster and keep customers happier. Turns out, guiding travellers every step of the way pays off.
That means being present when someone is:
Daydreaming about their next holiday
Actively researching destinations
Comparing options and prices
Making their booking
Planning details before arrival
Experiencing their trip
Sharing memories afterwards
Without top-level marketing, you might only show up at one or two of these moments, missing opportunities to influence travellers' decisions. Marketing helps you stay visible throughout the entire process, making it more likely travellers will choose your business when they're ready to book.
3. Build trust and credibility
Travel costs money, sometimes a lot of it. Before someone spends hundreds or thousands on a trip, they need to trust they're making a good decision. Marketing in travel and tourism helps build that trust.
Research shows that 83% of travellers consider reviews a primary factor when booking a trip, and only 1% book without checking reviews first. With the right marketing approach, you can help your business showcase positive customer experiences through different touchpoints, be it testimonials, reviews or the big one – social proof.
For smaller travel businesses, trust holds even more weight. Without the name recognition of well-known brands, your marketing efforts need to work harder to establish credibility. Everything from photos to videos and detailed descriptions to transparent information about what travellers can expect helps build confidence in your offering.
Marketing also allows you to showcase any achievements (like certifications or rewards) that further strengthen your reputation. When travellers have plenty of options, they typically choose the business they trust the most.
Some travel businesses make the mistake of thinking their quality speaks for itself. But for travellers who've never been to your destination before, there's a natural "trust deficit" that good marketing needs to overcome. Without building credibility, even the best travel experiences can go unnoticed and unbought.
4. Make better decisions with data
Tourism businesses often collect plenty of data from their customers, but too many let those insights sit unused. Without taking advantage of this information, you're relying on assumptions rather than real evidence when making decisions. That's a missed opportunity.
Marketing tools can turn raw data into clear insights about what your travellers really want. For example, if the numbers show families are mainly booking your resort because of the kids' club, you'll know exactly what feature to highlight in your next campaign.
Plenty of travel businesses have access to this valuable information hidden away in booking systems or surveys but never use it effectively. Good marketing takes these insights and puts them to work, helping you attract more bookings while keeping guests happier and building stronger customer relationships.
But which tools help?
Destination Insights Travel Insights is a free tool that provides a range of findings across destinations, hotels and travel analytics. It helps you understand changing travel demand, as well as consumer preferences and competitor performance.
TravelPerk Analytics offers travel managers the ability to track traveller behaviour, along with booking patterns and spending while providing downloadable reports on sustainability metrics like carbon footprint from flights and hotels.
Azira Visitor Analytics helps tourism organisations understand where visitors are coming from globally, supporting airline network planning and targeted marketing campaigns with measurable impact.
5. Personalise the travel experience
The market for global customisation and personalisation within the travel sector is projected to reach $620.71 million (£476 million) by 2032. That’s an awful lot of money, and you want to be taking some of it home. Personalisation is the way. Without it, your brand risks appearing outdated and impersonal compared to competitors who make customers feel recognised and valued.
Marketing tools help you track customer preferences and past behaviours so you can send relevant offers and suggestions. A honeymoon couple might receive romantic dinner recommendations, while a family gets information about kid-friendly activities. They're all thoughtful touches that can go a long way to increasing booking rates and customer satisfaction. When Booking.com implemented a personalised marketing approach, it saw an increase in 3% booking conversion rates.
Many travel businesses still send the same generic emails to their entire customer list. But research shows personalised marketing messages generate much higher engagement rates. Without this targeted approach, you're missing opportunities to connect with travellers in ways that resonate with their specific interests and needs.
6. Tap into social media
According to research, 88% of tourism businesses actively use social media to promote destinations and offers, with nearly 80% of travel marketers using Facebook for paid ad campaigns to increase awareness and boost booking rates. Without a tip-top social media strategy, you miss connecting with millions of potential customers at the exact moment when they're looking for travel inspiration.
Social platforms offer more than just advertising opportunities and allow you to showcase your destination through captivating visuals, engaging directly with potential customers and using user-generated content as authentic social proof. Approximately 46% of Generation Z travellers say Instagram influences their travel decisions, with 50% also taking cues from Facebook posts.
Many travel businesses maintain social accounts but are inconsistent with their posting or fail to engage the audience. With regular posting, responding to comments and questions and creating content that resonates with your target audience, you can engage with potential customers.
7. Your website needs to be mobile-friendly and bookable
It's estimated that as many as 70% of travellers use smartphones to book holidays, with 72% of mobile bookings happening within just two days of a Google search. Without a mobile-optimised website and booking system, you risk losing these spontaneous customers to competitors who make booking quick and simple.
The online travel booking market continues to grow at speed each year. According to research, the global online travel industry was valued at $512.5 billion (£438bn) in 2023 and is expected to reach $1.26 trillion (£1 trillion) by 2032, a projected annual growth rate of nearly 13%. Businesses without easy online booking options will miss out on this massive market shift.
Travellers expect instant confirmation and 24/7 booking capability, and the flow of this journey needs to be able to guide them. That means good copy and the right messages in the right places. Without these features, potential customers often abandon their booking attempt and move on to a competitor who makes the process seamless.
Taking off with your travel and tourism marketing
With the right strategies, any travel business can stand out from the pack. By meeting travellers exactly where they are – whether they're just browsing for ideas or ready to book – you'll win more customers and create experiences they'll rave about. And when your guests keep coming back, you'll know you're doing something right.
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