If you could have an internal glimpse into what the top travel companies are doing in order to acquire customers, would you take a look? In the fast-paced world of travel, keeping tabs on your competitors can make the difference between blending in and standing out. In this comprehensive guide, we'll explore advanced tricks and detailed methods tailored specifically for travel companies, shedding light on both direct-to-consumer (B2C) and B2B travel marketing tactics. This is how to spy on your travel competitors' marketing tactics.
Travel B2C Marketing Tactics:
Social Media:
Facebook Ad Library:
Spy on your travel competitors' Facebook Ad Library to find hidden gems. Look for variations in ad creatives, messaging A/B tests, and seasonal promotions. Understand the frequency of their ad updates to gauge campaign momentum.
Example: If a competitor consistently updates their ads during peak travel booking seasons, it indicates a strategic approach to capitalize on increased consumer interest.
Instagram Insights:
Utilize Instagram analytics tools like Hootsuite or Iconosquare to analyze competitors' top-performing posts, engagement rates, and follower growth. Identify influencers they collaborate with and assess the impact of these partnerships.
Example: If an OTA sees a spike in engagement after collaborating with a particular influencer, consider exploring a partnership with the same influencer to reach a similar audience.
Twitter (X.com) Monitoring:
Use tools like Brandwatch to set up real-time monitoring of competitors' X.com (formerly Twitter) activity. Track trending hashtags in the travel niche and engage with users who interact with competitors' tweets.
Example: If a competitor's tweet about a new travel package gains traction, analyze the sentiment and tailor your offerings accordingly.
Website Traffic Analysis:
Keyword Espionage:
Uncover competitors' organic and paid search strategies by analyzing their keyword rankings, top-performing pages, and ad spend on SEMrush. Identify gaps in your own keyword strategy and capitalize on untapped opportunities.
Example: If a competitor ranks consistently on Google for a high-traffic keyword, consider optimizing your content or running targeted ads to capture a share of that audience.
Backlink Analysis:
Delve into the backlink profiles of your travel competitors using tools like Ahrefs. Identify authoritative domains linking to their site and replicate successful link-building strategies.
Example: If a competitor secures backlinks from reputable travel industry blogs, outreach to those same blogs with your unique insights or collaborative content.
Email Campaign Espionage:
Subscribe to Competitors' Newsletters:
Subscribe to competitors' newsletters using dedicated email addresses. Analyze email frequency, content themes, and promotional strategies. Look for patterns in email campaigns during peak travel booking periods.
Example: If a competitor consistently sends limited-time offers before holidays, consider crafting similar time-sensitive promotions to tap into the heightened travel demand.
Email Tracking Tools:
Leverage tools like MailCharts to track competitors' email campaigns. Analyze their email sequences, design elements, and customer segmentation strategies.
Example: If a competitor sends personalized emails based on user behavior, implement similar segmentation strategies to enhance the relevance of your email campaigns.
Travel B2B Marketing Tactics:
LinkedIn:
Analyze competitors' LinkedIn company pages for updates on company culture, achievements, and industry insights. Identify patterns in the timing and content of their posts.
Example: If a competitor consistently shares thought leadership articles on LinkedIn, consider developing your own content strategy to position your company as an industry authority.
LinkedIn Ads Library:
Explore competitors' LinkedIn Ads Library to understand their B2B advertising strategies. Look for targeted industries, job titles, and ad formats used to engage potential business clients.
Example: If a competitor uses a specific creative continuously (video, GIF, image) in their ads, you can adapt your creative to match the ones they are using successfully.
Industry Event Spying:
Event Attendance and Exhibitor Lists:
Keep track of competitors' participation in industry events through event attendance and exhibitor lists. Identify key industry conferences where competitors actively engage with potential clients.
Example: If a competitor consistently attends a specific conference, consider exploring sponsorship opportunities or organizing targeted networking events during the same industry gathering.
Social Media During Events:
Monitor competitors' social media activity during industry events. Identify trending hashtags, shared content, and engagement strategies to stay informed about current industry conversations.
Example: If a competitor successfully engages with event attendees through live tweets and real-time updates, emulate their approach to maximize your own social media impact during industry events.
Content Marketing Investigation:
White Papers and Case Studies:
Thoroughly explore competitors' websites for white papers, case studies, and in-depth industry analyses. Identify gaps in their content strategy and leverage those insights to create more comprehensive and valuable content.
Example: If a competitor publishes detailed case studies showcasing successful B2B partnerships, consider highlighting your own successful collaborations through compelling case studies.
Webinars and Podcasts:
Attend competitors' webinars or listen to their podcasts to understand their expertise, industry perspectives, and audience engagement strategies. Take note of the topics covered, the level of audience interaction, and the overall production quality.
Example: If a competitor hosts highly interactive webinars addressing key challenges in the travel industry, consider organizing similar events to foster engagement and position your company as a knowledge leader.
Conclusion:
Embracing these detailed and nuanced spying techniques will empower travel companies to not only keep pace with but also outmaneuver their competitors. The key is to approach competitive intelligence ethically, focusing on learning and adapting rather than engaging in unethical practices. By incorporating these insights into your marketing strategy, you'll be well-positioned to navigate the intricacies of the travel industry and lead your company to new heights of success.
Pro Tip:
Instead of just spying on competitors, you can also beat them by obtaining better profit margins on the same products you both sell by using Pruvo.