I am writing this article as a supplement to the slideshow and movie that I made as part of a continuing series on online travel business education. Today, I’ll talk to you about what happens when your travel and tourism business is too broad and lacks focus.
The common problem of travel companies
Travel site owners, especially those who rely on Google AdSense for income, tend to have a basic set of profit-impeding issues.
It usually starts with selecting from a market that is too broad, such as Italy. The next step is to find strong keyword phrases, which is part of any good research regimen. However, this is where the problems return.
Instead of using those KWPs (keyword phrases) as a starting point, they are used as a destination. Content is developed solely on the basis of KWP research and earning potential is lost.
Growing profit
Before creating content, learn at least something about your target audience. Who are they? Why do they travel?
For example, if you create a travel site about general travel to Rome and your traffic is largely made up of food-loving travelers, you’re losing profit left and right.
And here is a great problem that affects many. You have to make a decision. You can’t offer everything to everyone, otherwise you end up offering nothing to anyone. Decide what you are offering and to whom and create your site (s) with that purpose in mind.
Confusion niche
Many travel site owners, especially those who are new to our industry, assume that travel and tourism “niches” are based on destinations (Italy, Rome, United States, etc.). It is not like this.
The same destination can serve a plethora of travelers, such as food lovers, historical tourism, rural tourism, religious tourism, family travelers, etc.
The niche in travel is not the destination, it is the intention. All-in-one travel sites generally have big problems, because the larger the site, the more the individual traveler has to search for any content that interests them. In general, an adventure seeker looking to visit a destination would be more inclined to visit and interact with a travel site for that destination that is geared towards their interests than a general travel site or even a general destination site.