February 15th, 2023
“This year is about travellers doing what they want to do, not what everyone else is doing.”
If you’ve toned down your search ads over the past few years, it’s time to scale back up! The rise in searches including the keywords ‘near me’ and ‘open today/tomorrow’ are resulting in higher last-minute purchases, while customers are already on the road.
Ensure your booking engine allows for impulsive mobile purchases, even on the same day. Setting up a mix of Dynamic and Responsive search ads will help your product meet intent as potential customers are planning their next adventure. Get in touch with your Account Manager to ensure you’ve got a paid media mix that’s working for you.
Sustainable travel continues to gain traction, as tourists place more emphasis on genuine, authentic experiences. Booking.com research shows that over 80% of users want to stay in eco-friendly accommodation – reflected in record-high search volumes for campsites, and rising Bookabach searches for wellness stays, retreats, and farmhouses.
Aotearoa’s operators are leading the way in building a sustainable industry, with the New Zealand Tourism Sustainability Commitment placing this trend front and centre.
Your task? To promote your sustainability initiatives without greenwashing. Make sure your website and customer touchpoints show, not just tell, how you’re walking the walk. Perhaps you plant a tree for every visitor, use EV’s to transport guests, donate to local conservation causes, or have achieved Carbon Zero (or Climate Positive) certification. Shout about this from the rooftops!
Google My Business and Google Maps are no longer platforms where you can simply set-and-forget. With more features being added into the mix, it’s crucial to elevate your presence and ensure you’re visible with accurate and enticing information.
Take some time to add visuals and images, articles and blog posts, and service lists to enhance your profile. Respond to reviews regularly (whether positive or negative), as your overall star rating is used in Google’s rankings. Lastly, take note of the new ‘Tickets’ functionality, where Google Maps compares admission prices across a variety of OTA’s and reservation platforms, allowing visitors to quickly see if booking direct is really the cheapest. You can manage this through your GMB profile.