Convert
Convert visitors into bookings
Destination content plays an important role if you want to convert visitors into bookings. In fact, 30% of visitors are more inclined to book a trip if valuable destination information is provided on the website. Essentially, travellers want inspirational destination content and booking information to coexist in one place.
Why does destination content increase conversion?
Today’s internet users crave an online environment that is personalised, holistic and frictionless. They want to cover as much ground as possible as quickly as possible, and they want to have fun doing it. So how exactly can destination content help convert visitors into bookings?
Familiarity
High-quality travel content feels familiar to users and contributes to strengthening the bond between company and customer.
Added Value
Integrated destination content enables companies to get involved and add value at every step of the booking process.
Mass Appeal
Utilizing a vast source of diverse travel content, organizations are able to spread their reach to a much wider audience.
Confidence
Travel content enables visitors to feel confident in their choice of destination as they can back it up with detailed information.
Anticipating Demand
If implemented in a strategic manner, integrated travel content can assist in nudging the user in the right direction by anticipating demand.
Localization
Local content, such as cultivated points of interest, appeals to consumers—travellers—by offering a sense of exclusivity and intimacy.
Language Diversity
Local or regional content helps improve both the quantity and quality of user engagement by expanding the reach and familiarity.
Simplification
By allowing consumers to research, explore and book all on the same page, the process of travel planning becomes streamlined.
Visitors are more likely to book a trip if travel content is provided
Yes it’s true — 30% of visitors are more inclined to book a trip if valuable destination information is provided on the website.
Travellers would book a trip faster if content was integrated on the booking site
On top of this, if information about the destination is integrated on the booking site — 29% of customers will actually book their trip faster. Ultimately, the power of inspiring and up-to-date content not only leads to more conversions, but also faster ones.
Source: Customer survey of 3,000 visitors to arrivalguides.com, conducted by ArrivalGuides in June 2019.
Conversion in practice
The Irish airline Aer Lingus has cleverly combined the extensive content library with their booking form on their website, increasing their possibility for conversion. By integrating hundreds of destinations and thousands of points of interests in different categories, such as Do & See or Dining, they enable travellers to plan and book their trip – all in one place.
A case study by ArrivalGuides
You'll be in good company
Hundreds of the world’s leading travel brands have implemented ArrivalGuides’ content licensing solutions to deliver results, drive customer loyalty and put them front and center in the travel space.
Convert visitors into bookings
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