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Digital Marketing for Your UK Travel Brand

When it comes to digital marketing for UK travel brands, it’s not just the destination that counts—it’s also the journey. Complimentary snacks and in-flight entertainment aside, today’s busy, on-the-go consumers want a seamless, integrated experience that makes browsing and booking as easy as possible; otherwise, they might just pack up and leave. Case in point: of the 83% of leisure travellers who have encountered a travel website that was not mobile-friendly, only 23% of them stuck around.1 Fortunately, the digital marketing specialists at DAC are a well-travelled bunch, and we can offer unique insight into successfully traversing the digital landscape. From granular SEM campaigns and context-sensitive display programs to proactive local presence management for brick-and-mortar locations, we drive greater performance for travel brands by planning and executing integrated solutions that get in front of the right consumer at the right time.

84% of people expect brands to provide content that entertains, tells stories, provides solutions, and creates experiences and events2
70%%

More than 70% of connected customers indicated that they personally use three or more devices today (laptop, Smartphone, tablet, etc.), using a variety of screen sizes and search methods at all stages of the consumer journey3

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Research

Display & Awareness

Social

50% of travel brands surveyed agreed that they have generated direct bookings from social media4
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Branded organic results have a stronger CTR in organic search results for position one for travel, while positions 2-5 give an edge to non-branded keywords5

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SEO

SEM

57% of leisure travellers always begin their travel shopping and booking process with search6
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88% of travellers check reviews before making a booking; half say that reviews are the greatest influence on their booking choices7
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Pre-sale

Local SEO


51%
PURCHASE

Content Marketing

51% of UK internet users post comments on social media or review sites after returning from a leisure trip8
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By 2020 more than 40% of all data analytics projects will relate to an aspect of customer experience9

POST-SALE

Analytics

40%

Display & Awareness
1 Google and Ipsos MediaCT, The 2014 Traveler’s Road to Decision, June 2014
2 Meaningful Brands, "Insights", 2017
3 Forrester Consulting (commissioned by Tapad), The New Path-To Purchase The Connected Consumer’s Cross Device Journey, July 2014
4 Digital Visitor and EyeForTravel, 10 Social Statistics from the Travel Industry, May 2012
5 Source: Google Organic (SEO) Click Through Rate Study, 2014. See chart titled: Clickthrough Rate (CTR) of US Organic Search Results for Branded vs. Nonbranded Keywords, by Position* and Industry, Q4 2014 (% of total impressions analysed by AdLift)
6 Google and Ipsos MediaCT, The 2014 Traveler’s Road to Decision, June 2014
7 Digital Visitor and EyeForTravel, 10 Social Statistics from the Travel Industry, May 2012
8 BDRC Continental, "Holiday Trends 2014," March 2014
9 Gartner Customer Experience & Technologies Summit 2017

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