Guidelines for Advertising in the Tourism Industry

1. Industry Trend Analysis

According to big data, before the holidays every year, the demand for the travel industry always increases significantly. Today, I will use the data from the Sogou platform as an example to share with you how the travel industry can obtain more and more accurate traffic before holidays. Through big data analysis, tourism industry trends, and insights into changes in user behavior, we provide advertisers with practical delivery guides to help increase sales and efficiency during holidays.

Since the epidemic gradually subsided in 2021, users' demand for travel has gradually recovered. As the holidays approach, the related search volume has also shown a clear growth trend. Below we will show you the changing trend of search volume in 2021 compared with the first five months of 2020. It can be clearly seen from the figure below that after February of each year, there is a significant increase in user search volume in 2021 compared with 2020. In March, it increased by 15%, in April, it increased by 13%, and in May, it increased by 9%. I believe that there will be more obvious increases in June, July, and especially in October.

Data source: Sogou Big Data

For the entire market, user demand has also increased significantly. For example, during the Dragon Boat Festival holiday that just passed, there was also a small peak;

Data source: Sogou Big Data

It is not difficult to find from the data that there will definitely be a traffic peak period before and after holidays, so for advertisers, it is also a golden time that cannot be missed, and it can only be advanced, not delayed or delayed, otherwise the peak traffic period will be missed.

Of course, in addition to changes in user search volume, there is also a large gap in search volume between different regions. For the tourism industry, the demand for travel in Jiangsu, Shandong and Henan is particularly strong. The following figure shows the proportion of travel demand searches in various regions in May 21;

Data source: Sogou Big Data

Through big data analysis, we can also see that with the improvement of living standards, travel destinations are gradually becoming more remote, with the main preferred cities being Shanghai, Beijing, and Sanya, and the preferred attractions being Cangshan Mountain, Erhai Lake, the Forbidden City, and West Lake.

Data source: Sogou Big Data 2021.5.8-6.7

2. User Insights

When traveling during holidays, users pay more and more attention to their own experience, such as: travel mode (self-driving tour, group tour or individual tour), travel guide (attractions, price, time, route, etc.); when traveling, users are more inclined to nearby self-driving tours, and the search volume demand has gradually increased, accounting for 57%, while domestic long-distance tours account for 43%; from March to May, the demand search volume for nearby tours accounted for 35%, 41% and 57% respectively, showing a clear upward trend.

Of course, many users are now paying more and more attention to travel guides. Having fun is of course important, so traveling nearby has naturally become a travel guide that more people pay attention to, but where to go is a problem. How to improve the quality of travel is a must-do homework before traveling. When traveling abroad, people will pay more attention to the guide; while when traveling nearby, they will pay more attention to the classic choices. When traveling during short holidays, most users don’t know where to go.

In addition to the above-mentioned travel experience, travel strategies, and travel quality, different pain points are used in each decision-making stage. The authenticity of the content that is paid attention to in the initial stage, the detailed strategies and Q&A required during planning, etc. are all very important.

Then, the entire cycle of user pain point decision-making can be divided into the following stages:

Understanding stage : ① The pictures are not realistic and intuitive enough, ② They are too monotonous to arouse interest, ③ Themes are not updated according to seasonal festivals;

Destination decision-making stage : ① Whether the price is realistic and in line with the budget, ② The quality of local attractions and activities, ③ Whether the local food suits your taste;

Strategy making stage : ① Detailed answers in the strategy section, ② Lack of precautions on traffic safety, language, etc., ③ Untimely updates of itinerary booking information;

The tourism emergence stage : ① The recommended stores have different reviews, ② The business status is not updated in time, ③ The prices of some charging items are not transparent;

3. Delivery Guide

Therefore, no matter what the industry trends are or what the user pain points are, as advertisers in the tourism industry, we must be clear about what our delivery strategies are? Regarding holiday campaigns, the editor has summarized two points here: expanding exposure (including grasping traffic peak moments based on user search rhythm; displaying multiple components to increase brand information exposure) and improving efficiency (including crowd segmentation and matching creativity; Sunflower campaigns; OCPC smart campaigns).

1. Expand exposure

Let’s first look at how to expand exposure?

A very important point is to grasp the traffic nodes , reasonably allocate the budget before and after holidays, and maximize exposure.

In the early stage of holidays, there must be enough words in the account to support the traffic and search volume of the entire holiday, such as holiday words, scenic spot words, strategy route words, price words, etc.; the mid-term focus is on scenic spot words and strategy route words; and the late stage focuses on brand words and word-of-mouth words. In fact, these two categories should be online throughout the whole process;

The second point is to display multi-component styles , increase the exposure of activity information, and attract users to click;

For example, the multiple-image-list style, the single-image-short sub-link style, and the multiple-image-long sub-link style are all styles that are very helpful in increasing clicks.

2. Accurate efficiency improvement

So, after the exposure, how can we improve the efficiency accurately?

First, creatives are matched by word categories , and differentiated creatives are matched according to different user intentions; for example: ① Price words, such as "Yunnan group tour prices", "Chengdu three-day tour prices", etc. The creatives that match this type of words must highlight the price, emphasize the discount, and attract users with greater strength; ② Guide route words, such as "Daocheng Yading Guide", "Disney Travel Guide", "Lijiang Ancient Town Guide", etc. When matching creatives with this type of words, it is necessary to highlight the details of the guide and the completeness of the travel routes; ③ Scenic spots/city names, such as "Lijiang", "Oriental Pearl", "Forbidden City", etc. The matching creatives must highlight the characteristics of the scenic spots and the advantages of the city's must-visit scenic spots. By highlighting the advantages, characteristics and highlights of various words, we can better guide the conversion effect of netizens.

The second is OCPC intelligent delivery , which identifies high-quality users, quickly locks in high-quality groups, and promotes conversions; when the number of clicks increases, the target user data becomes chaotic, and the exposure from point to surface is not accurate enough, resulting in the inability to accurately acquire high-quality traffic groups. At this time, you can use the OCPC delivery principle to re-sort the chaotic data, distinguish different high-quality target users, quickly lock in high-quality users, and expose them point-to-point. In this way, under the premise of high exposure, through OCPC delivery, we can more accurately acquire target users and traffic groups, greatly improving our target conversion effect.

The third is Sunflower Website Building , which builds the website quickly, uses event information and strategies to quickly guide users to consult, leave phone calls and WeChat messages, etc. When building a Sunflower website, you must make full use of Sunflower’s own advantages. Hundreds of carefully selected high-conversion industry templates, free third-party copyright galleries, flexible selection and creation of multiple components, efficient and convenient management sites, and full-chain data closed-loop monitoring. It plays a finishing touch role in the conversion effect on users.

Of course, in addition to the methods mentioned above to expand exposure and improve efficiency, each platform also has its own platform tools that can be used for reference and utilization. As for the tourism industry, there are many forms of display that can be used. For example, Sogou platform’s holiday logo, unlimited banner image styles, label styles, etc. can all be used well to increase our exposure and clicks.

Next, I will summarize what I shared with you today. I started by telling you about the trends in the tourism industry and industry data on holidays, as well as user insights into the tourism industry, and analyzed the user pain points through the above two aspects. Therefore, let us deduce how to solve the user's pain points, mainly by expanding exposure and accurately improving efficiency.

I hope that the content I share with you today can help bosses in the tourism industry to gain more exposure and clicks, and ultimately bring more conversions and consultations.

Author: Silk Road Praise

Source: Silk Road Academy