Make the traveler’s shopping experience easier, understand how to use integrated systems to improve sales and innovate the communication of your destination
The internet has established itself as the main search environment for travel information and services. And, consequently, it is where most of the sector’s sales are made.
For this reason, it is essential for any tourism business to make its presence on the Internet and, more than that, to know how to sell on online platforms. There are several digital marketing strategies that help tourism companies to position themselves in the various digital channels. They guide the actions of attracting potential customers, promoting services, and converting customers.
However, there are other determining factors to improve tourism sales. Among them, it is essential to master the platforms, to know their particularities and all the tools they make available. In addition, it is important to have a functional e-commerce.
And, most importantly, it is necessary to work with integrated systems to improve sales. But what does this mean? To sell your tourism services effectively on the Internet, you need to know how to attract the traveler, convince him to buy, and facilitate the buying process. In other words, enhance their buying experience.
The tourist who gets interested in your hotel through your Facebook page, for example, needs to find out how to make a reservation without difficulty. Otherwise you lose the opportunity to get a new customer.
Or, again, that traveler who is enchanted by one of the photos on your Instagram about a destination, to become a customer of your travel agency needs to find it easy to hire your service.
And this is only possible with the integration of tourism systems. In this context, the concept of omnichannel selling – a strategy of simultaneous use of different communication channels to enhance the customer experience – is growing. It is used mainly to strengthen the relationship between offline and online, but also applies to systems integration.
Know How to Use Each Digital Channel Properly
Before you use integrated systems to improve sales, however, know how to use each digital channel properly. Online presence, as we have already said, is essential for any tourism business. Nowadays, no tourism business can survive outside the internet.
To have an idea, the Internet is used by 92% of travelers when researching or planning a trip, according to data from Kantar Ibope Media. Therefore, it is a basic requirement to have a responsive website, a functional online store, and a profile on social networks. In addition, it is necessary to put into practice tourism marketing strategies to be found by these travelers.
And, when they come to you, the potential customer has to find everything they are looking for: information and purchasing conditions. Understand how to provide this on each of the digital channels:
- Website: Content marketing is the main tool to attract travelers to your website. Through this digital channel you can provide, in addition to informative material, a virtual store – e-commerce – so that they can purchase your services. This virtual store needs to be functional, with all the information that the customer needs, and with purchase facilities, including the offer of various payment options.
- Social networks: Each social media has its own particularity and specific tools. Knowing each one of them helps you extract the maximum they can offer you to help you sell your services. Facebook allows you to create ads with pre-defined objectives: you can choose between brand recognition, increased reach, traffic and engagement, video viewing, sign-up generation, attraction in conversations, and boosting publications. Instagram, on the other hand, makes it possible to broadcast flash promotions or advertisements in videos, photos, and statuses. Youtube serves to keep the client close to your brand with more complete content, through videos about services or travel tips.
How to Use Integrated Systems to Improve Sales
Now, let’s get to the point of our article, to understand how to use integrated systems to improve sales and innovate the communication of your destination. Those who buy over the Internet value security and ease: they have to trust the company and cannot find it difficult to buy. In other words, you need to be clear in the information and offer the tools to close a deal.
And, as we have seen, there are several platforms through which the traveler can reach your company. Each one has its own business tool, but with particularities that may limit your company’s sales potential or the user’s buying experience.
That’s why using systems integration in tourism can improve your sales. Let me explain: imagine that a traveler was enchanted by a photo of a destination that your travel agency posted.
When he sees the publication, he finds a button that directs him to your site where there is all the information he needs to be convinced to travel there. And, the best thing is, he also finds your virtual store with several options of packages and the tools to contract the dream trip right there. Your company receives the purchase in the internal management systems and starts providing the contracted service.
This is an example of how you can use integrated systems to improve sales and innovate the communication of your destination. The integration of systems in tourism enhances your chances of selling, since by offering everything the customer needs on your platforms, it prevents them from consulting the competition.
Currently, both Facebook and Instagram allow integration with e-commerce, which makes systems integration easier. Understand how:
- How to integrate e-commerce on Facebook:
The integration of your tourism company’s e-commerce on Facebook allows you to demonstrate all services with values in an online catalog, extracted from your online store. The user accesses the photos and information and, at the end of the purchase, is directed to your site. Learn how to integrate your e-commerce on Facebook in this step by step.
- How to integrate e-commerce on Instagram:
The integration of e-commerce on Instagram – the Instagram Shopping – depends on the integration performed on Facebook and works the same way: the customer has access to the catalog of services, but finalizes the purchase in your online store.
Integrated Systems: How Not to Go Wrong?
Did you find it too complicated to apply the techniques of integrated systems to leverage your company in digital media?
In fact, all strategies require time and knowledge. In this case, the way out is to hire professional help. You can count on the help of an agency specializing in tourism marketing to improve the positioning of your business. Such as, for example, Travel Media PR.
The strategic intelligence agency for the travel and tourism industry offers media, marketing, and public relations solutions for destinations and companies in the sector.
With a team of marketing specialists, it develops optimized content thinking precisely about Google’s results. It is no wonder that one of its portals, the Guia Viajar Melhor, is among the main disseminators of news about tourism in Brazil.