How To Establish A Local Presence: 3 Tips for Tour Operators


24 Jun 2014     |    Simon Lenoir

Your customers may hear of you through a concierge, a brochure or through their own online research. Whatever channel it is, you need to make sure you’ve got your local area covered.

Why is having a reputable local presence is so necessary? Because your customers are likely finding you last-minute, when they arrive at their destination. In fact, searching for things to do is one of the top 3 activities carried out via mobile devices amongst travelers (Tnooz).

So here’s what you can do to establish a local presence:

1. Google Yourself

Get your business found on Google, because it is the largest search engine in the world. Your customers are using it to find the answers to all their questions, including what activities they should partake in.

Below is research released by Google on how consumers are using their mobile devices to search for local information.

google-2

As you can see, throughout the entire buying journey, local search (as well as mobile) plays an important role.

With Google, you should:

  • List your business. Register with Google Local and appear on Google Map searches. This is a powerful business directory that is free to use. It includes your location, description, photos, reviews and much more. You can even link your website and social media sites to your Google places listing.
  • Advertise. Use Adwords as your advertising platform, targeting local area keywords. You should also use ad extensions, so that people can click on the number in your ad to call you directly, and see your business’ address.

Another thing you should aim for is to increase your search ranking, but this is not something you can pay for. It is quite a complex thing to achieve because it is dependent on so many factors (refer to our ebook for more information).

2. Build Up Your Online Reviews

Good online reviews means your business has a solid reputation.

In fact, the most important sources that influenced the decisions of global travelers were travel review websites, online travel agencies, and tour operator sites (TRA).

Be sure to build your reviews on TripAdvisor, Viator, and Google.

No matter what happens you must always be professional when you respond to negative reviews. Doing otherwise will make you look bad and dissuade people from booking with your business.

3. Local Businesses

This is obvious – reach out to the businesses your customers are likely to frequent, and try to establish partnerships there. For example, Visitor Information Centres, hotels, restaurants and travel agencies.

You may have to give these businesses commission for sending business your way, but it will only motivate them to sell more of your tours.

Want more marketing tips? Download our free ebook:





Tour Operator eBook




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How To Establish A Local Presence: 3 Tips for Tour Operators

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Your customers may hear of you through a concierge, a brochure or through their own online research. Whatever channel it is, you need to make sure you’ve got your local area covered.

Why is having a reputable local presence is so necessary? Because your customers are likely finding you last-minute, when they arrive at their destination. In fact, searching for things to do is one of the top 3 activities carried out via mobile devices amongst travelers (Tnooz).

So here’s what you can do to establish a local presence:

1. Google Yourself

Get your business found on Google, because it is the largest search engine in the world. Your customers are using it to find the answers to all their questions, including what activities they should partake in.

Below is research released by Google on how consumers are using their mobile devices to search for local information.

google-2

As you can see, throughout the entire buying journey, local search (as well as mobile) plays an important role.

With Google, you should:

Another thing you should aim for is to increase your search ranking, but this is not something you can pay for. It is quite a complex thing to achieve because it is dependent on so many factors (refer to our ebook for more information).

2. Build Up Your Online Reviews

Good online reviews means your business has a solid reputation.

In fact, the most important sources that influenced the decisions of global travelers were travel review websites, online travel agencies, and tour operator sites (TRA).

Be sure to build your reviews on TripAdvisor, Viator, and Google.

No matter what happens you must always be professional when you respond to negative reviews. Doing otherwise will make you look bad and dissuade people from booking with your business.

3. Local Businesses

This is obvious – reach out to the businesses your customers are likely to frequent, and try to establish partnerships there. For example, Visitor Information Centres, hotels, restaurants and travel agencies.

You may have to give these businesses commission for sending business your way, but it will only motivate them to sell more of your tours.

Want more marketing tips? Download our free ebook:





Tour Operator eBook