Digital Marketing for Travel Management Companies


With the business travel industry growing, how can travel management companies stand out from their competitors?

Written By

Thomas Coughlan

Posted On

11 Dec 2019

The Business Travel Industry

The Business Travel industry is continually growing with worldwide business travel spend expected to reach $1.7 trillion by 2022. However, as the industry continues to grow, so will the number of travel management companies wanting to take advantage. This, in turn, means an increase in competition for your company.

Whilst working with our business travel clients, we fully immerse ourselves in their business and industry. This allows us to fully understand their needs as well as the latest trends in the business travel industry. This knowledge, paired with our own research, allows us to create engaging websites and optimise content with the right keywords.

Travel Management Digital Marketing

Increasing your website traffic can sound attractive, however, it’s important that the bounce rate doesn’t increase with it. Your website should appeal to your target audience to ensure they remain onsite and turn them into customers.

The business travel industry is quite uniformed and most of the websites are quite old fashioned and look very similar. This makes it easy to stand out from your competitors online. A fresh, clean website that has been optimised for SEO will allow you to stand out from your competitors and appear higher in the Search Engine Results Pages. It is also important that your website has a clear customer journey from when they land on the page. This will allow users on your website to have a better experience, lowering your bounce rate, as well as being guided to taking action and becoming a potential lead.

Is Travel Management Digital Marketing worth it?

In the UK this year, you could have been missing out on potential customers who have been searching online. Google’s Keyword Planner shows how many average monthly searches there are for any keyword. We have taken a look at some related keywords that your potential customers could be searching to find a travel management company;

  • Corporate Travel Management – 1,300 Average Monthly Searches
  • Travel Management – 320 Average Monthly Searches
  • Travel Management Company – 320 Average Monthly Searches

By also looking at Google Trends for 2019 in the UK, we can also see that the Corporate Travel Management topic remains fairly popular throughout the year. The chart below shows the popularity of the topic during 2019, with the search interest peaking at the end of March/beginning of April.

Investing in digital marketing for your Travel Management company along with having a strategy will allow you to take advantage of these stats. The number 1 result in Google’s Search Results Page has an average click-through rate (CTR) of 31.7%. It is also 10x more likely to receive a click compared to the result in position 10. This means that if your website is in the number 1 position for ‘Corporate Travel Management’, you could receive an average of 412 clicks through to your website each month from potential customers.

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