If you do any travel advertising, you know that the days of the white-gloved, bespoke traveler are far gone. It's long been true that travel is booked almost exclusively online — whether through branded travel apps such as Expedia, independently by going directly to hotel and airline websites, or even by travel agents (who, yes, still exist). For businesses that rely on tourism, this has created new opportunities to reach customers.
The Purchase Journey
Long before a trip is booked, consumers begin to research destinations. The purchase journey can run the gamut from daydreaming about what it would be like to stay in the Caribbean to actually investigating the cost of flights, hotel rooms and things to do in Antigua. It is along this path that marketers for hotels, chambers of commerce and travel destinations can reach customers, particularly through search engine marketing (SEM).