MTR: Semantic Search Has Transformed Tourism Marketing

Travel and Lifestyle Press Releases Tuesday December 2, 2014 14:44
Bangkok--2 Dec--ScottAsia Communications
Online marketing guru says tourism bodies need to wake up to the new reality

Bronwyn White, the Sydney-based co-founder of MyTravelResearch.com, will tell the 3rd PATAcademy on the 4th December, in Bangkok, that semantic search has profoundly changed the nature of Internet search for tourism businesses and destinations. She will tell the audience of rising travel professionals that semantic search means that what appears on page 1 of a search result is now different for every search query, every mobile device, and every desktop.

White will tell the PATAcademy attendees that there are now three ways that tourism businesses and destinations can connect to customers in the age of semantic search.

The first is the importance of clear and distinct brand positioning. White will emphasise that it is no longer desirable to be all things to all people. "A clear brand position does more than help you in a cluttered market on the semantic web where everyone is telling their customers that their product or destination is unique. A consistent and differentiating brand position tells the search engines what you are about," she says.

Brand consistency and strength, including language, tone of voice and imagery all help the search engines place context around your tourism product, service or destination. "It helps ascertain whether your destination or business is family-friendly, romantic, pet friendly, or for the adventurous," says White.

The second priority in the age of semantic search is to publish a variety of quality content, as often as you can.

"Content marketing is not a marketing craze," says the tourism marketing research specialist who advises NTOs, international hotel groups and local and regional destinations across the globe. "It should be at the centre of your online tactical strategy. At its most simplistic words, images and videos help the search engines understand what your business or destination is about."

Those who regularly share a variety of content with consistent messaging that appeals to their target market are more likely to be recognised as influencers and therefore, more likely to be matched to a relevant search query, says White.

Smart tourism companies now post a variety of content as often as they can. They ensure that the content is compelling and relevant to their target markets. They do not post content for content's sake.

Thirdly, content, search and social media are now inextricably related. Social media activity helps generate a clearer understanding of the meaning behind the content by the better indexing of content, providing authority and trust, and indicating the contextual value.

When content is shared, commented on, liked, tweeted, re-shared and interacted with, the search engines use this as an indicator of the quality of the content, particularly as it relates to target audiences.
If your content has a track record of interaction, it is now much more likely to be presented to a user when he or she conducts a search.

At the PATAcademy, White will share the quote by David Amerland, author of the book, Semantic Search, who writes: "While social signals do not directly act as a ranking signal in search, a strong social signal helps Google establish confidence in its indexing of websites which then does lead to higher visibility in search."

He adds: "A robust, carefully crafted Twitter presence can significantly aid your visibility in search by helping define your website's relevance."

Between 2 and 5 December the attendees at the PATAcademy will represent national tourism offices, educational institutions, hotels, tour operators, airports, associations and media. Participants will come from China, Hong Kong, Malaysia, Nepal, Norway, Singapore, Sri Lanka, Thailand, Vietnam and the Maldives.


Latest Press Release

Agoda shares reasons and routes to embark on for a two-wheeled adventure

As World Bicycle Day spins around again on June 3rd, digital travel platform Agoda shares five reasons you should explore the world on two wheels, as well as great cycling routes to help you get on your bike now or bookmark for later travel. Reasons to...

Summertime fun: Imagination lands on emirates.com as airline keeps kids entertained over the holidays

Leisure travel is suspended and schools are out, but imagination has landed on emirates.com. The family-friendly airline has launched a special activity page on its website to keep kids entertained over the summer holidays.The Emirates Fly With me...

Dusit International expands in Guam with management of beach resort and shopping center

Slated to open on 1 June 2020, Dusit Beach Resort Guam provides family-friendly accommodation in the heart of Tumon Bay, with easy access to luxury shopping center, The Plaza, and the award-winning restaurants and facilities of neighboring sister...

12 Ways of Gifting: Avani Hotels & Resorts Launch Avani Gift Cards Collection with a Limited-Time Offer on All Experiences

12 Ways of Gifting: Avani Hotels & Resorts Launch Avani Gift Cards Collection with a Limited-Time Offer on All Experiences As the world slowly reopens, Avani Hotels & Resorts makes it easier to make the gift of travel and experiences with the...

Avani Hotels’ Safety and Hygiene Programme - AvaniSHIELD, Extends to MICE Facilities

Following the roll-out of AvaniSHIELD (www.avanihotels.com/en/health-safety-update), a programme promoting heightened safety and hygiene measures at Avani Hotels and Resorts worldwide, the brand is now looking to introduce a new set of measures for its...

Related Topics