Cruise line lead generation is one of the best travel marketing niches to help grow your business.
Consumers looking for vacation cruises tend to have great expectations. These trips can be complicated to narrow down, however – vacationers need to be able to sort through multiple cruise features, room selections, routes, ports, menu options, and shore trips. The online research that buyers of cruise packages perform, can be a rich source of cruise leads for travel agents. How do you make use of them as a travel agency? What follows are three principles to keep in mind. Call Broker Calls at (855) 268-3773 to get quality cruise line travel leads.
Aim to engage searchers as early as possible
When people first begin to perform research on cruise products online, they usually prefer to use broad search terms. Search phrases such as best cruises, cruise discounts, and Caribbean cruises tend to be twice as common as searches for specific cruise line brand names or destinations. Such choices of search terms suggest that travelers tend to be unclear and undecided about what exactly they want. Cruise buyers putting in research well ahead of time tend to usually be more profitable for travel agents, than buyers looking for last-minute discounts. When a consumer isn’t made familiar with your brand early in their research journey, they will usually not be willing to consider you when they are further along in the process.
It can be an excellent plan to begin targeting the content on your website and targeting your PPC search ads, at these broad searches. It can help to experiment with different keywords and to study the results to zero down on the most effective ones for your market. These approaches can create useful cruise leads for travel agents.
Make the research process as frictionless as possible
Three out of four consumers of cruise travel services consult the website of a cruise line or travel agent for detailed information when they are in the process of making a reservation. Each year, about one in two cruise customers make their reservations online, and one in three go through a travel agent. To ensure that your travel agency’s website is well-positioned to take advantage of this traffic, you need to do everything in your power to make it easy to use.
Research has indicated that a frequent point of friction for travelers researching cruises tends to lie in the way that travel websites make it hard for them to compare different cruises, destinations, and entertainment options. Travel agency websites that offer comparison tools to help travel researchers easily compare the range of offerings available can score high with them.
Use automation to reach out to first-time cruise customers
About one in four people who buy cruises are those who have been on cruises before. First-timers slightly outnumber repeat customers, however, according to research. It’s important for travel agents to be aware of how some customers may present them with greater potential for revenue than others, and to focus on them. For instance, a customer interested in taking a cruise for the first time may present greater long-term revenue potential if the destination they intend to cruise to is Europe. A customer who goes on yearly Caribbean cruises may not be as profitable.
Digital marketing approaches can help travel agents use data to become aware of customer intent and to group customers by lifetime potential, rather than by short-term potential. Machine learning, in particular, can be useful in helping marketers target customers in this way.
Generating cruise leads for travel agents in the age of digital marketing is about growing increasingly comfortable with digital methods, and giving customers easy access to the information that they need to make up their minds. Travel agents who are the most successful in making rich information available to customers are the ones who succeed.