What makes or breaks the content on a good tourism website?

What kind of content works on a top-notch tourism website? What actually engages the visitor to stay on the page longer and better yet -develop a genuine interest towards the company?

When a few small things are taken into consideration, it is easier to capture the attention of the visitor. The most important thing to take into consideration is the customer value proposition.

The nitty-gritties

Who is your customer, what problem are you trying to solve for them, what are your customers’ needs and what will they gain from your services? By answering these questions you are well on your way of designing prime content for your website.

Answering these questions is also important because a website acts as a first impression -the first few seconds determine whether or not the visitor will stay on your site. The content on your website must be engaging not just for selling but for solving the customers’ needs in the best case. Also, keep in mind you may want to produce different content for your various target groups.

Make the first impressions count

Needless to say, what affects the first impression is the visuality of your site; pictures, videos, colours etc. Did you know that there’s research to show that visuality affects the customers ability to imagine themselves in your destination or using your product? Now you do. While it may not work to your advantage to have a 2 minute HD ad video on your site as it would slow it down, it will be beneficial to have relevant pictures and you may want to consider shorter clips.

Convince, link and create

Whatever you produce onto your website, the content has to be persuasive as this affects the customers’ attitudes towards your company and product. The tone in which you present your written points should also be consistent -this way you maintain credibility in the eyes of the reader. In addition, you should sound confident but not intimidating and the tone must tell the story of your business and be in line with what you offer.

A couple of tech-savvy pieces of content that are good to have would be online chats, relevant calls to action as well as reviews from your clients and perhaps even photos taken by your customers. Don’t forget to include your contact details or social media links either! If you’re for example writing a blog, it might be an idea to include a snippet from your content there as well.

Above all, your website content needs to tell a story, as stories are what appeals to us and make us engage with a brand. Don’t just lay out the facts and service attributes but tell the emotional stories around them.

How to better interact with your customers on social media?

If there’s something a business can’t ignore these days, it’s the social media. All the businesses should be present at social media as it’s the way to reach out and communicate with their customers, increase awareness and boost their sales – after all, there are more than 3 billion social media users worldwide so it’s better to take advantage of that!

Social media has significantly changed the way people and organizations communicate and interact with each other (Ngai, Tao & Moon, 2015). Social media allows businesses to communicate with their customers in a more personal level which helps to build stronger relationships with them. Interacting with customers creates better engagement and value for the customers. Because of this, interacting with customers should be also included in the company’s social media marketing plan. But what can you do to effectively interact with customers on social media?

Be where your customers are
To be able to interact with your customers, you need to be where they are. This requires knowing your customer. When you know who your customers are, you’ll be able to figure out how to reach them and identify the right social media channels to use. So, there’s no point on being on every social media channel there are available but instead, focus on the ones that matter the most.

Be easy to find
When you have chosen the right channels to be at, you should make yourself as easy to find as possible. You can achieve this by using simple profile names, relevant profile pictures and hashtags that relate to your business. Also, you should add links to your social media accounts on your company’s website.

Post interesting content regularly
Don’t just make your content about sales and product promotions but instead try to provide value for your customers by posting interesting and entertaining content. Think about the following questions; What interests them and brings more value for them? What kind of content would attract attention?
Also be sure to post a variety of content – photos, videos, link shares, contests etc. Post user-generated content to make your customers feel more involved. Use storytelling as a way to increase engagement and attention. Ask questions and feedback. And remember to post regularly.

Be responsive
When thinking about better interaction on social media, one of the most important aspects is the communication and responding to your customer’s requests, suggestions and messages. Consumers expect to get fast responses when leaving their comment on social media. That’s why you should try to reply to them as quickly as possible. Reply to all questions, comments and feedback – both positive and negative ones. In this way, you can create better relationships and improve brand loyalty.

Show yourself – “behind the scenes”
People want to connect and interact with other people. Therefore, it would be a good idea to show the people working behind the company’s social media profiles – and not just the ones who are dealing with social media but other employees as well. For example, you can post pictures of the staff, introduce the team members and reply to comments with your name. This builds trust and reliability.

Reference:
Ngai, E., Tao, S. & Moon, K. 2015. Social media research: Theories, constructs, and conceptual frameworks. International Journal of Information Management. 35(1), 33-44.

3 easy ways to make online customer experience better in tourism

As technology develops it is necessary for tourism businesses as well as businesses, in general, to think about how they can improve online customer experience. There is a lot of talk about if technology will replace human interaction, but actually in business purposes technology can help make customers happier. Although we have to remember that to do so, it has to be done correctly and enhance the customer experience rather than make things more complicated.

Our class was brainstorming to find out how technology can delight customers in tourism businesses. We discovered a lot of different ways, but there were three that stood out the most for all of us: easily accessible information, photos & videos, and helpful marketing.

Easily accessible information

When planning a holiday or booking activities, one of the biggest things is that the information is comprehensive and easily found. Tourism companies should focus more on the content of their website as it is the main source of information for customers. This means that the navigation should be clear and there should be information available about everything the company is offering. Especially for tourism companies, online booking is one thing that will make customers happier as well as the possibility to give feedback online. Easier the information search process is the happier the customer gets.

Photos & videos

We all know the saying “a picture tells more than a hundred words”. This should be kept in mind when marketing your products or services. Photos and videos can increase the trust as well as the satisfaction of customers when they match with reality. As an example, if a hotel has a gym, but they have no pictures of it, the hotel might seem a bit shady for the customers. But then again, you should not use pictures or videos that are much better than the reality, as the reality will then disappoint the customers. It’s also good to remember that high-quality photos and videos are also quite nice to watch, and they easily caught the eye in social media.

Helpful marketing

No one likes when a business is by force trying to sell their products or services, at least not Finnish people. Tourism companies should use more helpful marketing, which means that you introduce the strengths and benefits of our products or services rather than use a phrase such as “buy now”. In helpful marketing, you create content that is helpful for customers and that creates value for your customers. In the end, it will also lead to better sales. Make the customer feel special and be interactive on social media channels.

Focus on online customer experience!

As said in the beginning, there can be multiple ways to make customers happier by utilizing technology. Get started with the three ways introduced here, but remember that you can always develop ways that suit your company and customers better. In the end it all comes down to understanding the online customer experience!

Get a master’s degree in tourism business

Are you looking for an international tourism-focused master’s degree programme in business? Tourism Marketing and Management programme by University of Eastern Finland provides a unique learning experience for students who have finished their bachelor’s degree and are looking for new skills and knowledge in developing tourism industry in a sustainable way. Read more about the programme at www.uef.fi/tmm.

How to successfully master website design for your tourism business?

An effective website is important for your tourism business as it is one of the first touchpoints in online marketing. We developed a framework of the most important core factors in website design. Instead of digging deeper into each of them, we look at the whole picture.

STRUCTURE AND DESIGN

First, let’s start with the basics. Design the website in an easy, clear and simple structure. Be visual! Hence, make customers remember your website. Furthermore, include a navigation panel. You want to make sure that your customers find exactly what they’re looking. And pay attention: less is sometimes more. An over-designed website is not only daunting for the visitor but also impacts the page speed. Trust me, the goal is to attract more customers, not to lose them.

ACCESSIBILITY

Ensure quick-loading pages by choosing the right technology, smaller compressed images and a simple website design. Pay attention to the general accessibility on different platforms, devices and browsers. Don’t despair! You can even make a test run and check the page speed on different devices before you publish it.

ENGAGING CONTENT

There is no need for an attractive and clear structured website if your visitors are getting bored to death. Hence, create engaging content by integrating your personal story and stating your missions, vision and goals clearly. Show your customers that you care and include their testimonials and reviews as well as your values by adding sustainability certificates or Corporate Social Responsibility awards.

STORYTELLING

Most importantly, think about your customers and their values and implement them in your story. Don’t forget to add a beginning and an end and build up excitement. Captivate the customers with a powerful message.

Include interactive elements like videos or photos of your products or links to your social media channels. Then, think a step further and use chatbots to guarantee a round-the-clock personal customer care. Furthermore, retarget customers with discounts or feedback sections.

All in all, the possibilities online are endless. Just remember: taking your customers’ needs and your own values into account is the goal to succeed in digital marketing. Use Website Analytics and Search Engine Optimisation and dedicate a website manager to ensure constant updates, trouble-shooting and optimisation.

Follow this framework and you’re all set to go! What are you waiting for?

Get a master’s degree in tourism business