I’m a words gal, but I know it’s sometimes useful to consider the numbers. Looking at marketing statistics helps us understand what’s working and what’s not for other marketers. That’s why I found 7 marketing statistics that I think apply to travel agents — if you’re a solo-preneur or the head of your agency, then it’s your job to be on top of marketing trends and numbers, too. These 7 travel agent tips and marketing stats will help you decide where to focus your marketing efforts and, hopefully, inspire you to retool your content and copy strategy where necessary.
1. 47% of buyers viewed 3-5 pieces of content before engaging with a sales rep.
In the travel industry, YOU are your own sales rep. Do you even have 3-5 pieces of content for prospects to peruse before they set up a consult call with you? Making sure your travel agent website is robust and your blog is updated regularly will provide prospects with the info and insights they need before they decide to set up a consult call.
2. 43% of people admit to skimming blog posts.
Oof. When you put a ton of time and work into your content, a stat like that can be downright demoralizing.
BUT. If you can’t beat ‘em, join ‘em. People who read online are going to skim — so make sure your blog posts are skimmable! That way, even if your readers don’t catch every word, they still get the gist of your article. (Psst … still stuck on what to blog about as a travel pro? Join my free 10-day blogging challenge here).
3. Outside of work, Americans most commonly check their email while watching TV (70%).
When you email your subscribers, you’re most likely competing with the high-production quality and big budget of cable T.V. YIKES. Here’s one travel agent tip that should help: To cut through the on-screen dialogue, make sure your email subject lines are as enticing as possible — by using this simple subject line trick.
4. 63% of marketers say generating traffic and leads is their top challenge.
A scary stat, yes, but one that should make you feel less alone if getting new client leads is one of the biggest struggles in your travel biz.
5. Nurtured leads produce, on average, a 20% increase in sales opportunities versus non-nurtured leads.
When a new subscriber joins your list (like, say, by signing up to receive your opt-in offer or IFO), how are you then introducing them to your travel business? How are you nurturing them? Without an email nurture campaign, you’re leaving clients on the table — this recent BVC blog post all about nurture sequences (also known as email follow up campaigns) should help.
6. 4 out of 5 of people have left a webpage because of a pop-up or autoplaying video ad.
There’s a right way and a wrong way to do pop-ups, people. To avoid a max exodus of visitors from your site, try delaying your pop up by 60 seconds or only having it pop up when someone is about to “x” out of the site (called exit intent).
7. Only 29% of people want to talk to a salesperson to learn more about a product, while 62% will consult a search engine.
Another troubling statistic for travel biz owners who largely rely on consultation calls to score clients. We’re just too phone-adverse these days! That’s why I consider your website your best sales tool. Make sure your site is in top shape, so that it does most of the selling for you, before you even hop on the phone.
[Note: These stats came from HubSpot’s 2017 Ultimate List of Marketing Statistics.]
What Do You Think About These Travel Agent Tips on Marketing?
Do you agree with these travel agent tips? Find any of these stats surprising? Let me know what you think in the comments below!