Digital Marketing for Tourism & Hospitality
Vertical Rail is a digital marketing agency born from the hospitality and tourism industry. Since 2002, the company has enjoyed a long and successful career helping travel industry businesses and organizations achieve greater success online.
The principals and core team at Vertical Rail possess more than 80 years of combined digital marketing and design experience from lodging and accommodations, luxury resorts, tour operators to destination marketing organizations. The agency has represented a variety of tourism companies including booking agencies and portals, accommodations (B&B’s, hotels, resorts), adventure tour companies (rafting, heli-skiing, dog mushing), travel insurance brokers, cruise companies, meeting and convention space, convention and visitors bureaus, State and National Park concessionaires, and backcountry adventure operators.
How do we help tourism businesses increase bookings and sales?
As a full service marketing agency, Vertical Rail has an arsenal of tools and experience at our disposal. Our experience can most easily be broken down into the following design and marketing categories:
Google Ads (formerly Adwords)
Vertical Rail is a Premier Google Ads Partner with experience in all facets of Google PPC marketing and advertising.
Retargeting & Remarketing
Expert campaign creation and management to increase sales.
Digital Strategy & Marketing Plans
Social Media Marketing
Create interest and engagement with your target customers across social media channels.
Social Media Contests
Increase engagement and list development with a creative, fun and easy contest.
Collateral & Brochure Design
End-to-end design and printing services for any print project.
Print Ad Creation
What is our approach to social media and social media management for travel companies?
Travel is exciting and consumers want to feel good about their purchases and decision making. Social media publishing feeds the fire of excitement. It shows customers the people and culture behind the companies they choose. Great social media gets people excited about their travel and facilitates participation.
Social media can be used in a variety of ways in tourism including an extension of the customer service department, as a virtual concierge and even as a viral form of ratings and reviews engine. Our approach is based on creating excitement and engagement around the customer’s journey – before, during and after their visit.
What is our approach to social media and social media management?
We believe there is no such thing as a one-size-fits-all social media plan, which is why we take a custom tailored approach to each tourism client’s social media management. An effective social media strategy requires us to know your brand inside and out – so that we can understand your company, its brilliance, its goals, and its voice.
Whether your marketing goals consist of increasing sales and leads through social media, driving web traffic or building brand awareness, the Vertical Rail team consists of social media specialists who have helped hospitality businesses of all sizes excel on various social platforms, from Facebook, Instagram, Twitter, Pinterest and more.
Our collective experience in social media marketing and content development makes us effective in building your online presence and engaging with your target audience on an individual level. Such experience easily translates into sales and leads, providing you with the highest ROI toward your specific company goals.
What are some things I should be doing to increase lead flow?
When your goal is to increase leads, there are myriad ways to reach that goal. Here are a few approaches we’ve found successful.
Focus on reputation management and your social media footprint: In the digital space, your reputation is out there, in online reviews, on social media profiles, and in other online chatter. Monitor your brand, encourage positive comments, and be ready to respond to criticism gracefully.
Conversion rate optimization: CRO is the process of making small tweaks to your website, design, content, and advertising to improve the performance of your marketing. Make small changes, test the outcome, and continue improving the user experience.
Focus on driving qualified traffic: Whether through SEO, PPC, business listings or other advertising, it’s important to keep your brand and your services in front of your prospects so that your company is in the forefront when they need you most.
Build a valuable referral program: Your existing customers are likely well connected with other prospects, and they may need only a small incentive to follow through on recommendations. Find creative and trustworthy ways to ask for referrals from the customers who already appreciate your services.
Offer content that matches the intent of your prospects: Just having an online presence isn’t enough. Your prospects are comparing your offerings to those of your competitors. When you have high-quality content that truly speaks to your prospects, they’re much more likely to engage with your marketing.
What is our experience in the tourism industry?
Vertical Rail has managed hundreds of successful PPC management programs and campaigns for companies including cruise companies, resort hotels, tour operators and destination marketing organizations.
The company’s principals have worked with more than 500 different travel companies and organizations around the U.S. and abroad. We use this experience and understanding of the industry combined with consumer intent to develop authentic and original paid search marketing programs.
All programs start with the development of a marketing plan, budget and schedule. We then perform campaign development and publishing that includes active promotions in Facebook, Pinterest, Instagram, YouTube, TripAdvisor, Twitter, blogging and procurement of third party ratings and reviews in systems like Yelp and TripAdvisor. We work with our clients’ inside teams to develop seasonal and annual social media marketing plans and contests, and then manage the daily and weekly publishing and monthly reporting.