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È arrivata l’estate: riparte il flusso turistico. Sei pronto a intercettarlo?
L’estate è in arrivo e con lei milioni di ricerche, prenotazioni, decisioni dell’ultimo minuto. Chi opera nel turismo lo sa: il picco di traffico è adesso.
Ma essere presenti non basta più, per emergere serve un ecosistema digitale in grado di attrarre, convertire e fidelizzare i viaggiatori in ogni fase del customer journey.
Dai motori di ricerca ai social, dai portali di recensioni fino ai comparatori, passando per i processi di prenotazione, oggi il viaggio inizia online.
Cosa fa davvero la differenza?
Ovviamente dipende da molti fattori come la posizione nella filiera (Tour operator, agenzia, struttura che eroga servizi fondamentali o accessori, singoli professionisti), dal segmento (lusso, commerciale, culturale, enogastronomico), dal ruolo giocato (incoming o outgoing), dalle dimensioni aziendali.
Tuttavia, se concentriamo l’analisi sulle aziende che erogano i servizi ai turisti (che sia l’alloggio o l’esperienza) alcuni elementi diventano preminenti e riconoscibili.
1.Un piano di marketing con obiettivi chiari e misurabili
Il presupposto è che i turisti sono anche utenti digitali ed il focus, quindi, è intercettare la loro domanda (addirittura ispirarla) già in fase di ricerca. Questo significa avere le idee chiare su cosa si ha da offrire loro e, allo stesso tempo, cosa stanno cercando.
Una volta chiarito questo a livello strategico, lo si implementa a livello operativo attraverso contenuti visuali emozionali e coinvolgenti (reel, caroselli di immagini) da utilizzare sia per i social che per il sito web.
Dovrebbero essere affiancate attività di remarketing per chi ha mostrato interesse ma ha abbandonato momentaneamente l’idea; e l’invio di newsletter automatiche (e se possibile, segmentate) per restare in contatto e fidelizzare gli utenti.
Un esempio? Il sito web di Palazzo Carafa, che abbiamo realizzato partendo proprio da un’identità forte e da un obiettivo chiaro: valorizzare l’esperienza dell’accoglienza, tra storia e modernità. Tutti i testi sono stati realizzati tenendo conto di questo, un lavoro fotografico è stato fatto per valorizzare gli interni e gli arredi, storie di particolari sono state raccolte editate e raccontate.
I contenuti sono stati pensati per rispondere sia a query sui motori di ricerca sia per raggiungere risultati all’interno di un sistema più complesso, fatto di social media e altre attività di marketing seguite dal b&b.
2. Presenza di un sito web, il cuore dell’ecosistema nel 2025
La presenza di un sito web è il nodo centrale di tutte le attività digitali: attrae, informa, convince, converte. E’ lì che arrivano gli utenti dei social, dai motori di ricerca e, spesso, anche dai portali turistici.
Per questo, un sito efficace deve essere veloce, responsive, accessibile e ben strutturato, ma soprattutto, integrato con altre piattaforme di booking e recensioni online.
Il sito, in connubio con i canali social, deve raccontare con autenticità l’identità dell’esperienza turistica proposta, facendo leva su contenuti visuali coinvolgenti, testi ottimizzati SEO e tanto altro.
Parlare di SEO però non significa solo posizionarsi in alto nei motori di ricerca, ma oggi significa anche saper dialogare con chi il bisogno di scegliere quella determinata meta turistica lo crea. Dai reel e dai video brevi su TikTok, l’obiettivo è atterrare su una pagina che sia in grado di trasformare l’interesse in azione.
3. Un processo di prenotazione semplice e sicuro
Se l’interesse c’è, non bisogna perderlo per strada. Il momento decisivo arriva quando l’utente è pronto a prenotare ed ogni ostacolo può rappresentare un passo indietro. E’ necessario prevedere un sistema di prenotazione che sia quanto più semplice possibile (chiaro, rapito, con pochi click e form composte da pochi campi essenziali) e che sia dotato di un sistema di pagamento sicuro, che preveda diverse opzioni e conferme immediate.
Se il percorso di prenotazione è integrato anche ad un sistema di raccolta lead, in caso di abbandono del carrello può essere interessante investigare i motivi dell’abbandono e la spinta verso un ripensamento con tecniche di remarketing mirate.
4.Reputazione online curata sui canali giusti
Il passaparola online conta molto: recensioni, post sui social media, articoli di viaggiatori e contenuti UGC (soprattutto su Instagram e TikTok) sono segnali di fiducia e pesano molto nella scelta finale di una meta o di una struttura piuttosto che un’altra.
Quante volte, ricercando il miglior albergo in linea con le nostre esigenze, abbiamo trascorso ore a leggere le recensioni o a guardare i video di content creator che mostrano la loro esperienza?
La reputazione si costruisce anche attraverso questi canali e va monitorata, gestita, coltivata e distribuita attraverso varie piattaforme, rispondendo ai commenti (positivi o negativi che siano) in modo veloce, chiaro e diretto.
Abbiamo parlato del settore turistico anche sul nostro sito, mostrando casi reali, vantaggi e soluzioni per chi opera in questo settore. Scopri di più cliccando qui oppure scrivici e prenota subito la tua call di valutazione!
Contattaci subito!
E’ il modo migliore per mettere alla prova le nostre competenze
Contattaci e riceverai la case history degli ecommerce che abbiamo già realizzato per i nostri clienti.
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