Major hotel chains and other businesses designed for travelers have a major opportunity in content marketing, especially with an SEO strategy focused on helping tourists in the city. According to xAD, visitors of these websites demand quick information and often leave a site shortly after finding contact information.
More than 65 percent of visitors who land on the pages conduct some form of secondary activity, whether it’s click to call or accessing maps on the site. Providing website content that contains links to directions, maps and other information likely demanded by these visitors can help lift conversions online and offline.
XAD found that accessing click-to-call capability on smartphones is a common travel site activity, cited by 58 percent respondents. Thirty-six percent access maps and directions, whether on the website or using a third-party app, and the remaining six percent access other site content.
Developing a website that is easy for mobile web users to find is critical for businesses in the hospitality industry moving forward.
ContentLEAD recently reported that industry experts have been aggressive in working content into their marketing campaigns as their target audience becomes increasingly active on the web. This is especially true for smaller hotels creating content that associates a physical location with the industry.