SEM 'needed for travel sector'
Wednesday, 30, Apr 2008 10:29
Search engine marketing (SEM) is an important tool for driving online sales in the travel industry, an expert has commented.
Gavin Ailes, deputy managing director of digital marketing firm The Search Works made his comments as his organisation was placed in charge of search marketing for Opodo - an online travel service.
Opodo commissioned The Search Works after hearing pitches from eight firms, partly because of its experience in dealing with other travel websites.
Mr Ailes explained: "With our travel experience, working alongside companies such as Teletext, First Choice, EasyJet and Eurostar, we appreciate the importance of an advanced SEM strategy in driving sales through the online channel."
In a previously published case study of the travel sector, The Search Works noted that around 15 per cent of all online searches are for holiday and travel words and phrases, making it an extremely competitive sector in terms of online marketing.
The firm added that timing of campaigns can play a critical part in marketing travel products and services as there are certain months where people are more likely to considering buying their products.