Course Content

Date: 11- 12 May 2022

Duration: 2 days

This initial seminar will provide attendees with a detailed overview of the current digital landscape and how travel has evolved through increasing access to technology for both travellers and travel businesses. We will look at what is needed for a tourism business to sustain and grow clientele and revenue in this marketplace, with practical tips, examples and case studies. The role of digital in COVID recovery and management of information will also be discussed.

Topics Covered

Creating New Marketing Strategies

  • Key Drivers of Change in Travel
  • Channels and Platforms
  • Markets and Audiences

Web Design, Content and Management

Websites remain an important tool, but their role is changing dramatically. We will identify key ingredients for a successful site- addressing quality and usability, accessibility, ease of use and visibility in search terms. We will also discuss who should manage the website and how.

Search Engine Marketing

Search parameters are changing rapidly with the increasing influence of social media  and the focus can no longer be on just search engines . We’ll explain the inner workings of search engines and  how search engine optimisation (SEO) works. This will include the pitfalls and dangers of some popular SEO ‘tricks’ and look at the pros and cons of  Pay Per Click (PPC) advertising and the newer opportunities offered by social search.

New Trends in Content and Experiential Marketing

The multiple sources and potential roles of content for travel marketing continue to evolve rapidly and many businesses are grappling with their shift from being producers and publishers of content to aggregators and curators.

We will look at some of the latest emergent tools and technologies, including live streams, VR, AR and AI for the creation and management of social hubs around locations, events and experiences and authentic content and reviews from ‘managed content’.

Facebook

We will look at the recent changes and challenges in the Facebook ecosystem. Facebook pages are still an important presence and we’ll focus on how they can be used to develop business and consumer relations, publicize your products, special events and special deals and offers. We will also show how to develop and manage the right network of fans and to increase and measure engagement.

Instagram

One of the fastest growing social media platforms for travel, Instagram works in a very different way to its parent company and is ideal for targeting very different demographics. We will look at how a business can both use it and embrace tourists who are using it, and expand into IGTV and reels.

Twitter

Twitter remains an often overlooked or misunderstood resource. We will help you to use it for access to networking, partnerships and publication of content and demonstrate how to measure and monitor online discussions of destinations and products.  We’ll look at how to use lists, retweets, hash tags, trends, mini-URLs and management platforms to make Tweeting an effective promotional tool.

YouTube

A YouTube channel with video content is an essential tool today- allowing you to own and control a powerful cross platform media channel. We will walk through the development, key elements and management of a YouTube channel, including how to increase your visibility and profile and to syndicate, share and publicize videos.

TikTok

TikTok is a relative newcomer to the marketing world, and is showing definite promise as a marketing platform. Some businesses are now developing their first TikTok strategies, for engaging younger travelers with short dynamic, shareable and influencer led content. We’ll look at how best to take your first steps onto this new platform.

Creating a Digital Business Plan

How to bring these elements together into an initial simple business plan to increase the role of these resources in your business.