All about COOKIES in Travel Industry

What are cookies?

According to the Harvard Business Publishing site ("HBP"), Cookies are small text files that are downloaded to your browser when customers visit a Site. The cookies are a small file or a folder which consists of all information about the user's action on an advertiser website. Cookies store all the information about the user on the user's browser. It allows the advertising websites or businesses to identify the user and target them with relevant advertisements and allows them to control the number of times they see the advertisement which can eventually help in improving the user experience. These cookies include third parties that the company.

Generally, cookies are either optional or necessary. It allows the advertisement businesses to understand their customer or user and help them in providing a better experience. The Cookie never collects the sensitive data of the user such as passwords or any other sensitive data. In simple words, cookies are data storage.

 A simplified visualization of how advertising cookies are designed to work (Source)

Usually, websites use cookies and other new technologies to make sure customers or visitors have the best possible user experience and to provide targeted advertising.

By continuing to visit or use websites or services, you agree to use cookies and similar technologies by this Cookie Notice and our Privacy Policy.

Different types and roles performed by Cookies:

·        Strictly necessary cookies: These are very important cookies for the perfect functioning of the website, such as displaying content, login functionality, session validation, responding to the customer request, etc. If this cookie is disabled, then the customer will not be able to access the feature and functionality provided by the website.

·        Performance cookies: Performance cookies usually collect the information related to the use of the web pages of the website, sources of traffic, content and content management, etc.

Functional cookies: These cookies help the website to remember the data about the customers and their choices such as their languages, name, etc. Also, provide services, like allowing a visitor to make a blog post, listen to audio, or watch videos on the website.

·        Media cookies are used to improve website performance.

First-party cookies are those created by a website. Usually, these cookies help sites learn and understand more about users and utilize their experiences. For e.g. In our travel website possibly gather basic data and information of visitors who visits our website.

It includes:

• Bookings, secondary spend, and repeat stays, travel locations
• Visitors’ statistics meaning demographic and psychographics details
• Behavioral data, such as earlier search patterns and travel booking details
• Objective data, such as whether they are an in-market buyer or purchaser

There are other roles which Cookies performed for the better website user experience such as:

• Recognizing the scope of our website that you have visited
• Customizing content that you see on our website
• Understanding website analytics
• Merchandising or reselling/preselling our products or services to you
• Remembering your preferences, settings, and login details
• Targeted advertising and serving ads relevant/admissible to your interests
• Affiliate marketing
• Allowing you to write comments and post them
• Allowing you to distribute or share content with the Social platform.

References:

Harvard Business Publishing. 'Cookies Policy' Available at: https://hbsp.harvard.edu/cookies-policy/  (Accessed: 10.02.2022)

3 Media web. 'What are cookies and retargeting and How it is used?' Available at: https://www.3mediaweb.com/blog/retargeting/ (Accessed: 12.02.2022)

Author: Pooja Sudhakar Sankhe

Keywords: #Cookies #Cookiespolicy #visitors #travel

The power of SEO in Travel Industry

 The travel industry is vast, and it comprises businesses that offer a variety of travel services. Travel agencies, tour operators, internet vacation reservations, and cruise lines are examples of service providers in the travel sector. With the introduction of the internet, many of these services are now available online, mostly for simplicity. Vacations may be booked online, rental vehicles can be reserved in advance, or even travel agents can be hired online. The usage of SEO and keywords is critical for these businesses. The significance is two-fold, since it helps both travel corporations and service suppliers. So let's start to describe SEO deeply.

What is SEO?

Basically, Search Engine Optimization is the most important element in the website because it helps to get a higher page rank on Google or other search engines to make traffic on your website. A good SEO strategy has a critical role in your visibility organically. 

SEO encompasses a wide range of approaches and strategies for increasing website traffic. Search engine traffic is sometimes referred to as organic search traffic. Visitors are more likely to convert if they actively seek out what you have to offer.

Moz's definition of SEO is increasing the quality of visiting your website with organic search results. Also, it shares three important things;

• Organic search results

It is  unpaid items on a search engine results page (SERP) determined by the browser to be most related to the user's request. Organic search results differ from these adverts in that they will be displayed based on the organic algorithms of the search engine instead of sponsor bids. It is not possible to pay for your page to appear higher in organic search results.

• Quality of organic traffic

It is related to the person and their search request are to the information on your page. You may attract all the traffic in the world, but if they come to your website because Google tells us you're a resource for Apple computers when in fact you're a farmer offering apples, those consumers are likely to depart any converting. Only visitors who are really interested in buying the product, information, or other things your site provides constitute high-quality traffic. High-quality SEO takes advantage of a search motor's attempt to link a user's search intention to the internet pages shown in the SERP.

• Quantity of organic traffic

the quantity of visitors who arrive at your site through organic search results Users are likelier to engage on search engine results that appear towards the front of the SERP, so utilize your SEO approach to rank relevant sites as high as possible. The more rising visitors you bring to your website, the more probable it is that you will notice a rise in lucrative conversions.

                                               Source:www.forbes.com

Are You Visible or like a Ghost?

Travel Industry is a huge area and there are lots of competitors in the sector to influence the consumers. The main purpose is visible on the Search Engine motors. The travel agencies want to reach the right customer looking to book a room and find a hotel or hostel online. (Hathaway)

Travel companies should have done brainstorming to clarify the aim of the website. Customers can reach many different travel agencies with just one click on the search engine motors. So, the meaning is who visit your website are potential customers. Your strategy should be attractive to people. Good keywords are helps your match with the right customers.

Firstly, travel companies identify their target audience and understand what are the customer searching on Google. 

According to Break The Ice Media there 6 Important things to becoming a SEO friendly website,

1. Optimize your website technology.
2. Develop a mobile-first approach. 
3. Develop a keyword strategy based on business targets.
4. Develop a robust content strategy to support the keyword strategy.
5. A good SEO strategy is an ongoing exercise.
6. It is a good idea to engage with an SEO consultant.

SEO is very important for the travel industry and these are some reasons.

• It aids in increasing traffic that converts

The traffic directed to a certain website is more likely to be converted. As an example, suppose the term for a certain website is "affordable holiday places." If someone looks for the keywords, they are most likely seeking for a cheap vacation spot.

• It leads to increased brand awareness

Brand recognition is critical for any travel-related firm. SEO employs more than simply keywords; we also employ pictures. SEO operates in such a manner that whenever a specific set of words is searched, your organization will be among the top search results.

• It's a cheaper marketing method

Advertising costs millions of dollars for businesses all over the world. Advertising is essential for any business since it aims to enhance brand awareness and, eventually, income. All such a firm needs is an ad company that offers SEO services, which is less expensive than traditional media advertising.

• The market that is reached is wider 

The benefit of digital marketing would be that the market being focused is a global market. The travel industry serves a marketplace of individuals who desire to travel for a variety of reasons, either for business and leisure.

• SEO leverages social platforms

Twitter and Facebook are two examples of social networking platforms. That we have adverts that run on various social networks, SEO utilizes this market on social media. As a result, get excellent SEO services for your travel agencies today to enhance both traffic and income.

Keywords: #SEO #searchengineoptimization #travel #tourism #digitalmarketing #ranking #organic #keywords

References

Hathaway,  B. "Search Engine Optimization (SEO)" Available at: https://mailchimp.com/marketing-glossary/seo/  (Accessed: 07.02.2022)

Nicole. "The Growing Importance of SEO in Tourism Marketing"Available at: https://breaktheicemedia.com/seo-in-tourism-marketing/ (Accessed: 06.02.2022)

Ward,  "5 Reasons Why Seo is Important For Travel Industry"  Available at: https://www.womensnetwork.com.au/5-reasons-why-seo-is-important-for-the-travel-industry/ (Accessed: 07.02.2022)

Author: Ece  Kubra Basci