A report from AYTM Market Research suggests that companies targeting travelers on the road for work, can invest in content marketing to appeal to these prospects. The survey found that more than 90 percent of people have used the web to find information to plan a trip for work.
More than 55 percent of respondents said they always look for information regarding their destination on the web. Moreover, 35 percent said they sometimes do, with just slightly more than 9 percent reporting that they never do.
Using content marketing campaigns with a focus on SEO is an especially strong strategy for companies hoping to attract these targets. More than 62 percent of respondents said they use search engines to find information on the places to which they’re traveling. Social media marketing campaigns can help appeal to these web users, with more 35 percent saying they follow or Like businesses to find information for business travel.
Email marketing is also valuable for the most frequent travelers. Nearly 17 percent said they receive newsletters from the companies they travel with or in the cities where they go.
Brafton recently reported that the travel industry is seeing an increasing amount of its traffic come from search, with 27 percent of traffic arriving on the sites from organic search listings. Focusing on SEO can help these organizations appeal to this growing subset looking for content on the web.