How to Create a Travel Marketing Plan for Online Travel

In light of the continued growth of online travel services, such as Airbnb, which offers short-term rental plans, it’s quite natural that businesses would want to take advantage of this online real estate for the purposes of marketing. However, creating a travel marketing plan from scratch can be quite the daunting task, particularly if you’re new to the game.

Things To Include In Your Travel Marketing Plan

Although there isn’t a one-stop-shop for travel marketing, there are some things that you should include in your plan to help get you started. Essentially, you’ll want to work your tail off to develop a solid strategy that will help you reach your target audience. Doing this will help you build trust with your customers and make them feel as though your brand is a trustworthy entity that they can trust to give them good value. With this in mind, here are some of the crucial things you’ll need to include in your travel marketing plan:

Target Audience

Your target audience is, in essence, whoever you’ve decided will be interested in your product or service. This might include current or potential customers, people who’ve heard of your company, bloggers, journalists, and other enthusiasts. As you develop your strategy, you’ll want to keep this audience in mind and consider who you’re designing your content for. You can use tools like Google Analytics to help you identify your target audience’s demographics, psychographics, and location. As you build a travel marketing plan, it’s quite natural that you’ll want to include these demographics and locations because, as a travel business owner, you’ll most likely want to reach as many people as possible to gain the most mileage out of your efforts. In terms of the demographics, you might want to consider individuals aged between 25 and 45 who live in large urban areas. Alternatively, if you own a B2B business, you might want to go for more experienced individuals in your target audience who hold more power within their sphere of influence. Either way, once you know who your target audience is, you can craft content that they’ll value and benefit from. To learn more, check out Google Analytics’ blog post on creating customer personas.


Goals represent what you’re aiming to achieve within a set period of time. For example, if you have a goal of getting 1000 unique visitors to your website by the end of the year, you’ll most likely want to establish blog posts that speak to these individuals. To get the most from your goals, you should consider making them both short-term and long-term. For example, if you’ve set a goal of increasing website traffic by the end of the year, you might want to set a shorter-term goal of getting 100 unique visitors per month during the fourth quarter.

Content Strategy

A content strategy is crucial if you want to create solid content that’ll engage your target audience and encourage them to take the desired action, namely, making a purchase or registering for a free trial. When developing your strategy, you’ll want to look to well-established content creators in your industry for guidance. Doing this will ensure that you’re creating content that’s on-brand and consistent with your message and value proposition. Essentially, you want to choose content that’ll appeal to your target audience so that they’ll become connected to your brand and engage with you as a valuable resource.

Plan For Monetization

Even if you don’t make a profit from direct sales, you’ll most likely want to make money from advertising. Doing this will help you offset the cost of web hosting and maintenance fees which, if you don’t have the money, you’d have to pay out of pocket. To properly plan for monetization, you’ll want to consider both paid and organic search engine marketing (SEM). With paid SEM, you’ll want to create high-quality content that’ll be valuable to your target audience. For this reason, you might want to create content that’s highly educational or that provides helpful tips or advice. To establish yourself as a thought leader in your industry, write a guide that’ll be valuable to your target audience and then sell and distribute that guide to the masses. Remember, if you want to make the most out of your travel marketing plan, you’ll want to put in the work now to ensure that you’re not struggling later on when it comes time to generate income.

Plan For Measurement

Even experienced entrepreneurs find it quite the chore to accurately measure the success of their marketing strategies. This is because, when you’re measuring results, you aren’t only considering the success of your strategy, you’re also taking into account various external factors, namely, the economy, seasonal fluctuations, and popular trends. To properly measure your travel marketing efforts, you’ll want to set up monitoring tools that’ll track the success of your strategy. Doing this will help you identify specific action points that you can adjust as necessary. For example, if you notice that 75% of your site visitors are coming from Russia, you might want to consider investing in Russian-speaking content or hiring a translator to make content more accessible to this audience.

As you can see, developing a travel marketing plan can be quite the hustle. However, with hard work and dedication, you’ll be able to achieve good results. In the end, you’ll want to consider both your effort and the results of this effort to determine how successful you were in marketing your product or service. If you want to learn more, here are a few tools that can help you develop a solid marketing strategy for your travel business: