If you're new here, you may want to subscribe to our RSS feed. Thanks for visiting!

Many clients in the hospitality industry are surprised to see where visitors to their travel website actually reside. With a statistical tracker like the Blizzard ROI Tracker, we can determine which countries, states, and even cities your website visitors live in, and develop strategies to target these visitors. Why should you care where most of your visitors to your website live? This information can save you money… and help you make more. Here is how:

• Set up your pay-per-click accounts to target a specific region, state, or city - or any combination of the three. You will save money on more expensive terms by targeting a certain area rather than the entire country. You will make more money by creating ads specific to people in the area.
• You can set up lodging specials specifically for people who live within a certain area. Not only will they feel special that they are getting a “San Francisco residence special”, but they will likely spread the word with such a unique idea.
• If you know that Mexico is high on the list sending visitors to your website, you can add a page or two in Spanish to your website for those website visitors; you will make more sales by accommodating their needs. If you do this, however, you’ll want to have a reservation taker that can speak to them when or if they call.
• If you know that Colorado Springs is the top city where people visiting your website live, you can send out an e-mail blast specifically to people living in Colorado Springs. Making it more personal will lead to more bookings.

SUMMARY:

• Save money in the pay-per-click accounts.
• Set up specials to generate more bookings, while keeping them limited to a smaller number of people.
• Target different countries you know have an interest in your business.
• Send e-mail blasts to certain groups.

RESEARCH:

While researching 27 different clients that have the Blizzard ROI tracker, I found the following. See the Demographics PDF to view the detailed chart.

• 22 of 27 clients had visitors from their own state in the top five referrers. Of the 22, 16 had visitors from their own state as the #1 referrer to their website.

• It appears that many people want to travel within their own state, so local campaigns should be set up in the pay-per-click accounts. Clients should also take part in the Blizzard Local campaign.

• 24 of 27 clients had visitors from cities within their own state in the top five referrers to their website. Of the 24, 13 had visitors from three or more cities within their own state in the top five referrers.

Any way you look it, it is important to know who is getting to your travel destination website so you can grab them and guide them to book. If you use this marketing strategy, you can save money now, and make more money in the long run.

Contact your account manager for an analysis of your demographic market and find out how to capitalize on the information.

Katie White - Blizzard Internet Marketing, Inc.

 Email This Post |  Print This Post

Categories: Featured Articles, SEM, Travel Marketing.
Comments RSS 2.0 feed. Leave a comment, or trackback.