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Digital Marketing Pillar

This is a Core Pillar on the Nine-Pillar Roadmap

Travellers are increasingly engaging with technology throughout their entire travel experience, from seeking inspiration for their next travel destination, to planning a trip and making a booking. Technology is also widely used by travellers to access information while at their destination and to share their experiences both during and after their trip is completed. The most important ways to attract customers digitally is to:

Be digitally accessible

Your business website and social media accounts, for example Facebook and Instagram, provide customers access to your business 24/7. It is important to be across these platforms so potential customers can find your product and easily make a booking. Before booking, most people research businesses online using search engines such as Google so it is important your website is optimised in search engines and your free Google My Business listing has been claimed.

Marketing through the appropriate digital platforms will help you reach your customers and give you important analytical data to help you make informed business decisions.

Take real time bookings

Your customers want to know immediately whether you have availability at their time of booking. Real time bookings allow your availability to be seen live at any time of the day, from anywhere in the world. Your product availability may appear on your website, or a third party website such as your RTO.

Having real time availability may also encourage a booking agent to book your product over another product that requires a confirmation, as it takes less time for the agent.

Use analytics to improve your digital performance

Analytics is a way of collecting, measuring and interpreting what happens on your website and other online platforms such as your Facebook business page and Google My Business listing. Analytics measures many elements of your digital performance through visitor behaviour. These include:


Understand how many website visitors you receive and their location by state and country. Ideally, the number of visitors to your website should grow as your website matures. If your website traffic plateaus or diminishes over time, this may be an indication of Search Engine Optimisation (SEO) issues.

Traffic sources

First-time visitors usually find your website via links instead of typing in your URL. Your website traffic can be broken down into four categories that identify how visitors find your website, including:

  • Search engines
  • Links from other sites, such as your ATDW listing
  • Email campaigns
  • Social media.

Visits by device type

Analytics will tell you the type of device visitors use to view your website, such as a desktop, tablet or smartphone browser.

Bounce rate

When a viewer visits your website and leaves without viewing a second page, this is called a ‘bounce’.
The average bounce rate should be under 30%. If your analytics indicate a high bounce rate, this tells you there are some usability issues within your website such as long loading times, clunky navigation or poor web design.

Study your historical analytic data to research potential trends and analyse the effects of your digital decisions to describe, predict and improve businesses digital performance.

Page last updated on 22 September 2020