The most successful destination websites emphasise the use of personalised content and increasingly use videos to make the destination experience more real and inviting.
From seeking inspiration to book, right through to offering seasonal discounts to attractions when visiting a destination – the user journey must be easy to navigate and have a focus on local stories to stimulate the traveller’s imagination.
Despite the growing number of alternative online channels to plan and book a trip – whether via a booking website or an an influencer’s Instagram feed – destination websites still remain an important source of inspiration.
Content tips for a tourism destination website
1. Relevant, user-friendly information – make your destination website more welcoming by using video content in the home page banner, this could be 360-degree video content or a slideshow of clips, it creates an insightful, upfront snapshot of your destination. Margaret River
2. Seamless navigation – ensure you have an easy to navigate menu that include Things to do; Places to see; Plan your trip; so visitors are not more than two to three clicks away from booking a tour attraction or room on their mobile. Western Australia
3. Where is it – improve the user experience by adding a map, ideally an interactive map that pulls through and pops up relevant content about where to go and what to do, plus consider adding content that suggests transport connections to get around. New York City
4. Niche activities – include point of view content that tells a story about authentic experiences, for example, where to eat local food where locals go or finding an active pursuit that they have never experienced. Costa Rica
5. Visitor guides – create free downloadable PDF advice guides that recommends something for everyone; ideally create video guides that have influencer recommendations or a destination specialist that can add a personal touch. Visit Birmingham
6. Image gallery – create an exciting image gallery of your top attractions and activities to inspire travel, support with content descriptions, share buttons, Sat Nav location references and relevant timely discount codes. London and Partners
7. Trip builder – enable Trip builder functionality to invite the traveller to explore the site, curate personalised wishlists, a trip schedule and bespoke itineraries that can be easily shared with their friends and family. Experience Columbus
8. Help visitors – have a prominent search feature that makes it easier for the user to find what they are looking for, so offer a keyword search and options to select a date ‘to’ and ‘from’ to find personalised content for a niche traveller. New York City
9. Social connectivity – help website visitors to share your best content via quick links to social media icons, repurpose storytelling content by chunking and sharing, drip fed in a social media content engagement calendar. Visit Britain
10. Conversational contact – an obvious final tip, don’t forget to ensure a Contact Us button is easy to find that includes relevant phone numbers, email support, and / or chat services even access to street views for key locations. This is Cleveland
In summary, the content in a destination website should continually reflect the interests of its visitors, you can cover a lot of information by having seamless navigation that is fully integrated with platforms such as Instagram, YouTube and TripAdvisor.
alexandrapatrick provides original, cost-effective strategic marketing services in Kent, UK. alexandrapatrick has particular experience and expertise in digital marketing, copywriting, marketing consultancy and location / destination marketing.