Selling Travel Online: It's Not Just for the Big Guys - Page 2

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Advertising Online and via E-mail

Another way that travel sites are reaching and attracting clients is through Google AdWords (see related article "Making AdWords Add Up for Your E-Business") and focused e-mail blasts.

"We know most of our traffic is coming through Google because Google AdWords is so sophisticated and they give you so much data to track who's coming to your site on a paid search," said Kackley. "Google tells us exactly which search terms are successful, which ones aren't, which ones are costing us a lot per click, and which ones are converting from a click to a lead. It blows my mind how much information AdWords and Google give you."

Bicycle Adventures likewise uses Google AdWords to steer traffic to its site. "Google has become very large for us," said Travis. "Almost as much as word of mouth. Our business has increased 20 percent or more since we became more savvy about the Web site, optimizing it, and using Google advertising."

Bicycle Adventures, as well as Wilton Center Travel and Thomson Family Adventures, also uses strategically timed e-mail blasts and newsletters to reach new and existing customers.

"We regularly e-mail special offers to select clients," explained Wilton Center Travel's White. "Although actual bookings for the featured destination don't often occur, we often get requests for other trips as a result. Perfect example: we just did a Las Vegas promotion — and the first answer back booked a trip to Thailand!"

Maintaining a Competitive Edge

"To maintain your competitive edge [in the world of travel], you need to have a Web site," stated White. "It's also an indication of the professionalism of the organization."

Added Bicycle Adventure's Travis: "the phone is ringing because we have a presence on the Web. I don't think we could be competitive if we weren't on the Web. Our competitors are all there. So we have to be there."

Yet despite the importance of having an online presence, Travis, Kackley and White all cautioned people shopping for trips online to do their homework.

"Almost anybody can put a Web site," explained Travis. "That doesn't mean they're running a good trip. We've been in the business nearly 25 years and we're financially healthy." A good Web site needs to reflect and state that — and the company behind the site also needs to have knowledgeable, helpful people who can answer customer calls and e-mails and address their concerns.

Jennifer Lonoff Schiff is a regular contributor to Ecommerce-Guide.com, where this article first appeared. She runs a blog for and about small businesses.