More regional flight options with Princess Cruises

More regional flight options with Princess Cruises

Friday, 28 October 2016 08:00

Travel age...

SuperBreak gets Superfestive in new agent campaign

SuperBreak gets Superfestive in new agen…

Thursday, 27 October 2016 11:00

Agents booking a SuperBreak Christmas or New Year package between October 31 and November 30 can take advantage of a host of treats on offer for both themselves and customers,...

EVA Air offers autumn savings on its Kangaroo Route

EVA Air offers autumn savings on its Kan…

Thursday, 27 October 2016 08:00

EVA Air is celebrating an increased service on its ‘Kangaroo Route’ by unveiling autumn offerings on flights from Heathrow to Brisbane, Australia with return fares from £642 per person.

Vietnam addition from Thomson and First Choice

Vietnam addition from Thomson and First …

Wednesday, 26 October 2016 14:00

Thomson and First Choice have announced the introduction of Vietnam to the winter 2017 programme.

Ranch Rider adds authentic Arizona ranch for next year

Ranch Rider adds authentic Arizona ranch…

Wednesday, 26 October 2016 11:00

Keen to expand on its portfolio of authentic US ranches, Ranch Rider will be introducing Arizona’s Hideout Working Ranch in its 2017 brochure, which is situated near Portal near the...

Qatar Airways announces daily Seychelles flights

Qatar Airways announces daily Seychelles…

Wednesday, 26 October 2016 08:00

Qatar Airways will provide UK holidaymakers with greater access to the Seychelles from December 12 when it launches daily flights via Doha.

HF Holidays highlight winter breaks

HF Holidays highlight winter breaks

Tuesday, 25 October 2016 14:00

HF Holidays is promoting a selection of winter getaway including a Christmas Craft Weekend at Dovedale in the Derbyshire Dales, Festive Walking At Dovedale, A Seasonal Stay at Malhamdale in...

Flybe puts more summer 2017 routes on sale

Flybe puts more summer 2017 routes on sa…

Tuesday, 25 October 2016 11:00

Flybe has put more early release routes on sale as part of its preliminary summer 2017 schedule.

YHA submits plans for London’s first ‘Super Hostel’

YHA submits plans for London’s first ‘Su…

Tuesday, 25 October 2016 08:00

A planning application has been submitted by YHA (England and Wales) to open its first Super Hostel in London.

£2.3million immigration hall upgrade plans at Bristol Airport

£2.3million immigration hall upgrade pla…

Monday, 24 October 2016 14:00

Following a major overhaul of the security search area for departing passengers, Bristol Airport has unveiled plans to address congestion in arrivals.

Intrepid targets socially conscious Gen Z with new Geckos age-range

Intrepid targets socially conscious Gen …

Monday, 24 October 2016 11:00

30 year olds will be ‘too old’ for Geckos Adventures next year, as the Intrepid Group has announced that it will cut the age range to meet a growing demand...

New survey reveals just one in 12 Brits manage to wangle an upgrade

New survey reveals just one in 12 Brits …

Monday, 24 October 2016 08:40

New research from has revealed that only 8% of British travellers have actually managed to secure a free upgrade for their holiday, with flight upgrades and hotel room upgrades...

Just You launches travel trade solo experience

Just You launches travel trade solo expe…

Friday, 21 October 2016 14:00

Just You has announced its largest investment to support the travel trade with the launch of 200 joint marketing events to promote solo travel.

Spontaneous people are happier according to Snaptrip survey

Spontaneous people are happier according…

Friday, 21 October 2016 11:00

Spontaneous people are often believed to lead more exciting or glamorous lifestyles and a new study has confirmed that they are happier in all aspects of their lives.

Top Brighton attractions on Combi-Saver tickets for half term

Top Brighton attractions on Combi-Saver …

Friday, 21 October 2016 09:00

Visitors to Brighton this October half term can save up to 20% on its top three paid-for attractions with combination tickets now available for British Airways i360, SEA LIFE Brighton...

Free cabin upgrades with Cosmos Tours

Free cabin upgrades with Cosmos Tours

Thursday, 20 October 2016 14:00

There still’s time for agents to book a Croisieurope river cruise for their customers with a free cabin upgrade on a range of river cruises throughout Europe, when booked with...

This year was predicted to be a good one for the international expansion of travel operators. A survey conducted at the end of 2009 by Frommers Unlimited and Travelmole found that many travel companies are looking to reach further afield, with 79% of respondents saying they were planning to invest heavily in multilingual content in 2010, up from a mere 13% in 2009.

The survey also revealed that search engine optimisation (SEO) is of high importance to operators, with 84% saying that it was a top priority for web content budgets in 2010, and engaging in social media marketing was at the top of the list for marketing strategies.

For those travel operators who intend to break into international markets this year or in the future, it’s a good sign that SEO and social media strategies are also high up on their radar, as these can be very effective tools in reaching foreign audiences.

Booking travel tickets and holidays is mostly done online by people all over the world; however, it’s how they search for their tickets and holidays which highlight differences. By understanding local search trends, operators have a much higher chance of breaking into the market they are targeting. Here are some tips on how travel operators can develop an effective international SEO strategy:


  • Research popular local keywords and phrases. In Italy, the phrase ‘lastsecond’ is a popular search term in relation to travel, and is similar to the English phrase ‘last minute’. Different countries use different search terms, and culturally specific colloquialisms are often popular. This is why translation doesn’t work for multilingual SEO.
  • Know where your customers are travelling to. In Spain, online booking is most popular for booking local (Spanish) flights and holidays, whereas the sun-seeking Brits prefer to book holidays to Spain and France. People are more likely to find your site if it caters to what they are searching for.
  • Use local social media. With some of the top travel companies now using social media to reach their audience, there’s no doubt it’s quickly becoming the marketing tool of choice. But think locally. In Germany, StudiVZ is very popular, and in China, and are the top dogs. Don’t assume a Facebook strategy will reach everybody.
  • Spread the word. Your site may be well known in the UK, but there are plenty of local online travel agencies across in other countries who’ll be after the top spot search ranking. Building good quality links on popular travel websites (thought not competitors) in your destination market will bump up your search ranking. You could also consider paid advertising on these sites.
The internet provides travel operators with a great platform to go global, but targeting a market successfully via the net takes more than translated content. Cultural and linguistic traits often come into play when we use the internet, and each market is unique. International customers are more likely to feel at ease with booking online with a foreign operator who has catered to their cultural needs.

Competition is high on the international tourism market, and with the world recovering from the financial crisis, this is almost certainly set to grow. To make your online travel service visible internationally, it’s important to think locally. By having a localised SEO strategy, you’re more likely to raise the profile of your travel service online.
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