This article was written while I was on holiday in California and was inspired by the many great travel businesses I encountered throughout America.
When creating a website within the tourism industry it’s important to keep a strong focus on the needs of travellers. The website ideaologies applying to travel also apply to a broad number of websites selling single products online.
It is much easier to maintain this focus if you have a clear idea of your target demographic. Many businesses fall into the trap of believing anyone can stay in their hotel, or take their tour, but the reality is each product will only appeal to a subset of the travellers visiting any region.
Tourism providers who’ve been in the industry for some time will tell you that the internet dramatically changed the booking habits of travellers and it’s important to realise why this is so.
Why A Traveller Uses the Web
The primary reason a traveller will visit your website is to gather information about tourism product. This means more information then the brochure displays or a travel agent might know. Travellers are frequently disappointed when a website contains scant information or fails to answer even their most basic questions.
Essential Website Parts
For a traveller the most important page of a website is your home page. Research suggests most people will visit at least 10 different product websites before making a purchasing decision, and much of their decision to delve further into your website is based on the professionalism and information on your home page.
Your home page should be a three or four paragraph summary of your product which addresses questions about location, rates and sells your products major benefits over your competitors. In addition you should ensure your home page does not load slowly, and avoid flash animations as they rarely display the information required to entice your visitor to go further.
Within the information on your home page, ensure there is appropriate linked text where visitors can find out further information. This is particularly important with rates and calls to action.
The rates themselves should be clearly displayed in a neat table with the fine print or pricing conditions close by. A visitor needs to be able to quickly figure out how much your product costs, so avoid making them fill out a form with their dates and number of people as this is likely to annoy them and generally results in them studying your competitors rates page instead.
A strong call to action leading your visitor to book, enquire or phone should be near the rates data and is nearly always forgotten by less savvy website owners. Be clear about what your potential customer should do next.
Most often a visitor will contact you before booking if your website does not have an automated availability and booking form. You can make this process easy for them by having separate booking and enquiry forms.
Hire a professional photographer and include your most spectacular shots on your home page, and then scatter the rest generously through your website. Include talent from your target market demographic in the photos. This allows people to put themselves in the picture having an enjoyable experience.
Hindrances To Conversions
As the web becomes increasingly automated the time it takes for a visitor to gather the information they require from a tourism product provider will determine which provider makes the sale. For this reason consider investing in a web-based reservation system to allow customers to make decisions instantly. Customers will get frustrated if they need to wait for responses to their reservations and book a competitive product.
Many web users attest their biggest annoyance about websites is not being able to find the information they require to answer their questions. Think about the most common questions your customers ask and answer everyone of them.
The question all customers need answered is the one of prices. Some products mistakenly leave their prices off their website hoping someone will contact them to ask, but this strategy will sooner send your customers to a competitor which does display their prices. Just as bad as having no rates is having confusing rates, so keep them simple.
When a customer has an enquiry request ensure your enquiry form is short and sweet and only asks the absolutely necessary details you need to respond to the customer. Long enquiry forms will put customers off and they may choose not to bother asking.
Be careful with the photos you include as bad photography with small grainy pictures or old shots devalues your product and puts customers off. Avoid including anything blurry, out of focus, or where the photo has too many subjects.
Resources Travellers Use
Think about the online resources travellers use to find product, and ensure you have strong representation.
The first and most important is the search engines, especially Google. If you don’t have good rankings, consider purchasing advertising with Google AdWords to ensure you have good visibility.
Travellers often review prominent, high ranking information sites containing general information about the area. Look into advertising on these sites for more exposure to travellers who have not yet decided their precisie itineraries.
Big for international travellers are review and comparison websites like Trip Advisor (www.tripadvisor.com). These sites give customers an unbiased view of a number of products in an area, and rates them by popularity. Customers trust the reviews on Trip Advisor so encourage your customers to write something about your product.
Similarly travel forums like Lonely Planet’s The Thorn Tree allow travellers to explore destinations and their products through discussion with other travellers. Especially tour product will benefit by participating in online forum discussions and passively promoting their products aand services direct to potential customers. Seek out localised travel forums and ensure you follow the accepted ettiquette for product promotion.
The prominence of travel blogs have seen an increase in product providers being featured in personal stories from customers who have experienced that product. These are powerful reccommendations, and travel providers should consider asking customers if they have a travel blog and encourage their product’s favourable inclusion if so.
Travel websites are by large all about your customer. They need to cut through competition by doing a great job of answering your customer’s questions and being well organised with spectacular photography.
I encountered a very interesting phenomena today when I was asked to present 3 workshops at the Business Liaison Association’s Women and Careers Forum 2008 for International Womens Day Week of Celebrations.
The workshops are themed around informing girls about their career options within a number of different fields; law, defence forces, fashion, health, tourism, journalism, engineering, science, hospitality, and of course, IT!
Two of the girls from my office, Emmy Kerrigan and Belinda Vere were also to participate in the workshops sharing their experiences through their study achievements and employment choices they’ve made to get them into their current positions.
Unfortunately, there was not one girl interested in IT. We were due to deliver 3 workshops, and there wasn’t enough interest for even one! Engineering had a similar response, but were lucky enough to have a single interested participant.
So.. what’s the problem here? What is it about the IT industry that turns girls away from considering it as a career choice? Please share your thoughts.
It’s my humble opinion websites should rarely shake their hips, rattle, roll or hum. Perhaps this is because I’ve spent too many years making professional-grade business websites, and when I’m serious about doing business with a company, I don’t want my eyes distracted my moving parts.
There are an amazing collection of web animators who create fantastic multi-media productions. They’re not my preference, and they’re usually not a customer’s preference either. So, if you want a cool, hip and modern moving feature film on your website, here’s the best ways to implement one.
Movement Draws Attention
People’s eyes are instinctively drawn to anything that moves. Remember with your web customers you already have their attention, as they’re only looking at your website. Unlike when they view a TV advertisement, web customers want to see your website.
What should you draw people’s attention to:
Remember these three personality traits of web customers, and you’re on track to have a great website.
Interruption advertising plagues our lives; television through loud and crass ads, junk mail in our letterbox and glossy catalogues in our newspapers. We understand and expect these formats.
The web is different though. Commercialisation through advertising has taken a little while to kick in online, and so we’ve developed surfing habits which differ from our interactions with other forms of media.
Surfing is perhaps a bad term for our web habits, it’s a bit more like a sprint. Online we scan, we don’t read. We click before pages load completely. We lazily use the scroll wheel on the mouse to get to the bottom. We focus on pictures, and ignore paragraphs.
You should consider your web customers as time poor - because they simply have so many web pages to get through, and there’s no shortage of interesting things to look at.
Satisfying your online clientele is easy than you think: