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April 1, 2002 - reprinted with permission from Travel Weekly
Making Your Web Site Work
By Ellen Keszler
Senior Vice President,
North America, of Sabre Travel Agency Solutions
At recent industry events, I've spoken with many agents who have launched their own Web sites to help increase revenue and operating efficiencies while providing better, 24-hour service to customers. Launching a Web site is a smart move and is helping transform the business model for the agent working in today's rapidly changing business environment.
But it is important to remember that an agency's web site is only as good as the business it ultimately generates. So when I talk to these agents, I always suggest they follow these three Web site marketing tips:
Submit your URL to Search Engines
According to Jupiter Research, 47% of shoppers use search engines such as Google or Yahoo to locate services or products. Therefore, it's critical that you submit your Web site address (URL) to search engines and online directories so current and potential customers can find you. Services such as Site Submit (at www.register.com) can place your URL with 400 search engines for a minimal fee.
Be Creative in your Marketing
Once you've registered your site, don't forget that traditional offline marketing can drive customers on line. I suggest you find ways to incorporate your Web site into your agency's daily activities. For example, print your URL on ticket jackets, place it on giveaways such as key chains or passport holders, distribute a leaflet with itineraries, and don't forget to add your Web site address to all existing print materials and advertisements.
Cross-promoting your Web site also can increase your visibility substantially. You can do this by placing your URL on related Web sites in exchange for listing their Web site address on your site. Maybe even consider placing your logo and URL on a coffee sleeve of a local coffee retailer and give out free coffee coupons at your agency. Be creative, and you'll find that the possibilities are endless.
Use E-mail Marketing
Forrester Research rates e-mail marketing as one of the most effective marketing tools for creating and building customer loyalty. Consider creating a weekly or monthly e-newsletter of unusual offerings, promotions and information on travel destinations, which can be delivered directly to the e-mail boxes of Web site visitors. Or develop a feedback area on your Web site to encourage comments and to capture visitor names and e-mail addresses for future e-mail promotions.
In summary, getting your agency's Web site operational is just the first step in your Internet journey. Telling people how to find you is imperative. So let the search engines know where you are and promote, promote, promote.
