The 5 Key Secrets to Capturing the Business Traveler

By Cheryle Pingel Co-Founder and Chairman, Range Online Media | January 27, 2012

This is good news for travel aggregators and suppliers alike - great news, really. But how do travel marketing executives leverage this upswing in terms of online marketing? Well, luckily there is even more good news: There are still plenty of stones left unturned in the online marketing arena, especially in the search engine marketing space (which I must say is the darling of the online marketing world).

Stone #1 - Get your travel keywords in order

Search engine marketing is well into its prime, yet so many marketers continue to buy keywords they think people are searching on rather than buying keywords people are searching on. Don't assume that all business travelers are searching under "business" type keyword phrases.

The power of the Small/Medium Sized Business (SMB) traveler is bigger than ever and many of these travelers do not have a planned travel management team booking their travel for them. They are searching under the same key phrases as a potential leisure traveler. Make sure you have your bases covered on the leisure travel side of things. There are plenty of tools available (Overture Inventory Tool, Wordtracker, etc.) that will help make the keyword research relatively painless. Once you have done the research, start testing "travel" keywords (not "business travel" keywords) and figure out which ones will work for you. You then go through the process of implementing keywords that are working and ending use of those that aren't working.

It would be nice if this was a one-time effort. However, you need to continue this research, implementation and sifting process, since the keywords your potential customers are typing in will continually change.

Stone #2 - Get your business travel keywords in order

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