Creative Guide for Information Flow Promotion in Tourism Industry

In the blink of an eye, it is the end of March. The domestic epidemic prevention and control situation is very good. People can't stand the loneliness and are preparing to go outings together during Qingming Festival and Labor Day. The tourism industry took advantage of the situation and launched new projects to attract customers. Internet marketing is also an indispensable promotion link.

How can we cater to the travel needs of different groups of people, write catchy phrases, and match them with pictures to attract clicks from netizens? In this issue, Yan Meiyue, a senior Internet marketing copywriting expert at Baidu, will bring you the creative copywriting methodology for information flow promotion in the tourism industry.

The outline of this article is as follows:

1. The three types of travel motivations are different, and the key points of demand are analyzed in depth

2. To write good copywriting for the tourism industry, you can start from six major directions

3. Instead of racking your brains to create pictures, it is better to use these six matching methods

1. In-depth analysis of three travel motivations

Usually the tourism industry is divided into local self-driving tours, inter-provincial tours, and overseas tours according to the travel destination. However, from the perspective of marketing and promotion, we subdivide the entire industry into three types : "family tours", "young and middle-aged tours", and "middle-aged and elderly tours" from the perspective of the travel population. The preferences of each group are different, and only after analysis can we "prescribe the right medicine" to package our tourism products to meet the expectations of the target audience and improve marketing efficiency.

Judging from the demands of the groups , the core group of parent-child tours hope to travel with their children to promote parent-child interaction and education; the young and middle-aged tour groups hope to go deep into the local area, appreciate the authentic history and customs, and make the trip more fulfilling and rich; while the middle-aged and elderly tour groups pay more attention to a stable, safe and less strenuous way of traveling.

From the perspective of business value , the tourism industry is a package project, that is, travel agencies provide one-stop solutions from start to finish.

From the perspective of the demand-driven link , parent-child travel ultimately satisfies the needs of the whole family to travel, allowing children to learn something or broaden their horizons while having fun; youth travel ultimately satisfies young people's needs for fresh experiences such as "the world is so big, I want to see it"; and middle-aged and elderly travel satisfies their own needs for leisure, health and vacation.

What kind of selling points can promote conversion? It is obvious that children's education and children's interests are more effective in promoting the conversion of parent-child travel; Internet celebrity attractions, special routes, and travel and making friends are more attractive to young people; discounts and safety guarantees are the focus of middle-aged and elderly people.

2. Six major directions for writing good copywriting for the tourism industry

Through the above analysis, we understand the ideas and demand points of the tourism industry by population segmentation. So how should we set the creative direction to meet user needs and improve results? Based on my years of experience, I have summarized the creative directions of copywriting and design:

When making parent-child travel materials, we should cater to the psychology of parents and focus on the parent-child relationship. For example, parents are most concerned about the key points such as "Is the itinerary suitable for the whole family?", "Are there any dangerous projects that are not suitable for children?" and "Will the children like it?" We can use the descriptions in the copy and highly saturated images, combined with the beautiful family travel scenes, to dispel concerns, create a positive and joyful atmosphere, and make the audience yearn for it.

When producing materials for youth and middle-aged travel, considering that young people pay more attention to individuality and freedom , the copy should be more original, emphasizing the sharing of travel tips, checking in at popular destinations, and anti-scam guides, etc., combined with real user cases, and soft implantation to attract traffic; in terms of pictures, real-life scenes are combined with scenic spots to make the pictures more story-telling and stimulate the audience's curiosity and yearning.

When making materials for travel for middle-aged and elderly people, it is recommended to simply and directly reflect low-priced itineraries, preferential discounts, no forced consumption, etc. , and emphasize that the itinerary is relaxing and not strenuous for the body; in terms of design, it is best to showcase the natural scenery and culture, so that when the audience sees it, they can imagine themselves enjoying the beautiful scenery and feeling physically and mentally happy after participating in this itinerary.

When it comes to copywriting, how can we apply the above strategies? We will illustrate this with a few specific examples.

First of all, in terms of copywriting, if you use some sentences such as "arousing curiosity", "prompting gains" and "discounts and promotions" , you can create copywriting that is more eye-catching to users.

For example, the first sentence in the picture below is: "The most fun parent-child travel destination in a certain place, not only can you have fun, but it can also make your children love you more~". This sentence structure arouses the user's curiosity: "Where is it, where can traveling make my children love me more and make the parent-child relationship more harmonious? I have to click to see it quickly", thus achieving the purpose of attracting users to click.

Another example is the copy in the middle of the picture above: "A true travelogue of Lugu Lake, 3,000 yuan for ten days to travel around Yunnan! (A guide to avoiding pitfalls included)!" It uses the form of soft advertising + native sharing to make users feel that they can gain a lot of useful tips by clicking in, and they are naturally willing to click in to learn more.

In short, products with objective selling points such as price and discount are more suitable for hard advertising copywriting, while products with relatively subjective selling points such as sharing strategies and arousing curiosity are more suitable for soft advertising copywriting.

3. Six ways to match pictures

The copy is the skeleton. Only by using the right style and matching good pictures can you form a creative idea with flesh and blood. Below we will analyze: How to use the commonly used information flow graphic advertising styles in the tourism industry?

For the parent-child travel business, the illustrations mainly include two types: real-life scene type and activity type . Generally, large picture splicing and three-picture styles are used. As shown in the case on the left side of the picture below, the real-life scenes are all presented with original backgrounds, reflecting the happy moments and pleasant atmosphere of the journey.

For example, children’s interactions with animals, photos with local ethnic minorities, and happy scenes of a family in the amusement park. These happy scenes can inspire the audience's yearning for beauty and arouse the user's possessive psychology, thus making them accept the advertisements.

The event type is often based on hard advertising . For example, the case on the right side of the above picture uses a large picture to highlight the theme of the event, ignite the audience's desire, and directly guide the audience's decision-making.

For example, the campaign “Where to take the kids for fun during the summer vacation” precisely targets the summer parents; the campaign “Summer parent-child benefits broadcast” strongly exposes the preferential information, uses the principle of mutual benefit to attract potential audiences, and meets the needs of high-intent audiences.

For materials for young and middle-aged travel, we mainly start from two directions: real-life scenario type and strategy type. The native scene type has been introduced above. Next, we will mainly analyze how to make strategy-type illustrations.

Today's young people are gradually abandoning traditional tour group advertisements and prefer to read more interesting and personalized travel diaries and guides. In terms of materials, strategy-type materials are often exposed in the form of large pictures, using soft advertising designs that are more native. For example, the "Beijing Food Must-Eat List" and "Beijing Travel Guide" in the example on the right side of the picture above are similar to sharing forms. They can reduce the audience's rejection, weaken the sense of advertising, quietly occupy their minds, trigger a herd mentality and generate curiosity, thereby triggering clicks.

Regarding materials for travel for middle-aged and elderly people, we mainly have display and price types , so that users can capture strong exposure information at a glance.

As shown in the case on the left side of the figure below, display-type illustrations are mainly based on scenic spots that fit the attributes of the crowd. The pictures are relatively simple and the fonts are relatively large, which conforms to the reading habits of middle-aged and elderly people . The pictures are placed in a beautiful scenic environment, which can also stimulate the audience and arouse emotions, or use the gimmicks of "recommendation, ranking" to increase authenticity, trigger the audience's herd mentality, and trigger clicks.

The price type is often displayed with preferential exposure, combined with beautiful native scene pictures + strong exposure of preferential information , which caters to the psychology of middle-aged and elderly audiences who want to "get a bargain". Such a beautiful place with such a cheap price, why not click to buy it quickly? It utilizes the principle of reciprocity and the user's loss avoidance psychology, supplemented by native scenarios, highlighting the concession strategy of profit-making information, thereby creating a profit-taking psychology and triggering clicks.

Through the above explanation, we have a preliminary understanding of the series of processes in the tourism industry from segmenting needs to copywriting and illustration. If you want to master advanced skills, you need to understand the wording and sentence structure of high-quality copywriting, think about the innovation of illustrations, and avoid the industry's common mistakes in marketing.

Author: Baidu Guangzhou Branch

Source: Baidu Guangzhou Branch