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How To Boost SEO and Build Links For Your Travel Startup

Getting noticed online isn’t easy. Especially in the travel industry, where a handful of platforms dominate search results, customers flit from site to site in search of the best deals and loyalty is a becoming a thing of the past.

But that doesn’t mean that starting up in the industry is a lost cause, or that driving traffic is impossible. There are plenty of ways that you can boost your hits, build a strong presence and work your way up the organic search rankings.

Today we’re going to go through a few of those. But let’s make one thing clear before we do: A prerequisite to taking any of these steps is that you have a solid idea that’s ready to go – a niche travel concept that people are going to be searching for in the first place.

For more information and guidance on that particular hurdle, see here: How to Choose a Travel Marketplace Niche

So, onwards.

Building Links in the Travel Industry

There are a bunch of things you can do to boost your platform’s SEO and improve your Google ranking. But today we’re going to focus on just one aspect: link building. Essentially this refers to the practice of getting other website domains and pages to link to yours.

Generally speaking, the more links you get, the better your domain will rank in search engine listings. This is because Google largely bases search results upon the concept of relevance. If other sites are linking to you for a particular topic, then it shows a level of consensus. It suggests that your site is the place to go for useful information within that sphere.

But it’s not all about quantity. Google’s algorithms are way past being fooled by thousands of bogus links from totally irrelevant sources. In fact, spammy links like that are likely to harm your SEO rather than improve it.

Instead, the source of your backlinks is crucial. The better and more trusted the source (which effectively translates as domain authority), the more impact it will have on the site it’s linking to.

Which sites have good domain authority? Usually it’s those that are established, trusted and reliable. So we’re talking about long-standing company pages, factual encyclopedias and, of course, respected publications.

Respected publications could include popular blogs or more conventional publishers, like newspapers and online magazines. These two groups are the link sources that we’re going to focus on today.

Here’s our rundown of the best way to build solid, SEO-boosting links for your travel industry business.

1 – Build relationships with travel industry partners

Getting great links back to your website isn’t easy. To highlight that point, we thought it would be a good idea to start with a hard method that takes both time and patience.

Like any relationship worth having, building connections with other companies and individuals working in the travel space doesn’t happen overnight. It might also require some legwork on your end to get things started.

Let’s say you’re a travel startup offering motorcycle tours in Africa, like one of the companies we featured in our Gap in the Market series, Wheels of Morocco. There’s a way to gain publicity from other travel companies without letting your rivalry get in the way.

For example, an Africa-based tour company focused on motorcycle trips might want to develop a working relationship with a tour company offering similar experiences in Asia or South America. The two companies aren’t necessarily competing for the same customers – and could each benefit from mentioning (and linking) to the products of the other.

That’s just one example, of course. Travel companies needn’t be operating in the same sector to mention one another and develop a relationship. A food tour company might appreciate the witty product descriptions of a snorkeling trip startup. Why not mention it and why you think it’s so great in an article or social media post about marketing? Share the love and start building those relationships.

This also works with news publications and journalists of course. Which gets us to a key thing that travel industry companies need to appreciate when it comes to publishing content and posting on social media: it’s not all about you. Not everything you throw out into the ether needs to be about your products and services.

The more you mention others and support your fellow travel companies and publications, the more you’ll find that favour reciprocated.

So, to finish off this little section let’s make one final thing clear. This link building strategy is not a quick fix. It will take time and effort. But it’s also important to point out that relationship building comes in many forms. You might want to explore the potential of official partnerships. You might just want to mention other travel businesses in passing on social media or blog posts.

Put your company out there and see what sticks.

2- Become the go-to source

best seo tips for building links in the travel industry

Building relationships with journalists and publications takes time, but it’s worth it in the long run.

We mentioned above that it’s a great idea to build relationships with journalists and publications – both in the travel industry and out of it.

Which brings us to the second way your travel business can secure vital backlinks from publications: become a go-to source. Whatever your travel industry niche, there’s bound to be journalists out there interested in hearing about it, talking about your personal experiences and getting first-hand insight to support their articles.

If you’ve got the time and the patience, cultivating these relationships can be invaluable in the long term.

So start out with a speculative but interesting press release, build up a contact list of relevant journalists and media publications, hit send and make yourself available for further comments.

See where it takes you. At worst you’ll get some easy publicity. At best, you’ll become a go-to source for relevant publications, which could add up to countless backlinks with strong domain authority in the coming years.

3- Get interviewed

how to build backlinks for travel business

Make yourself and your team available for press interviews. It’s a great way to gain publicity and build strong backlinks.

Any travel startup – even those with just a handful of employees – have individuals with interesting stories, insights and expertise to share.

So just as you might send off regular press releases to the media in search of publicity and online traction, why not make your staff available for interviews? That way your team can effectively be the news.

The brilliant part of this strategy is that your potential publications are no longer limited to those dedicated to travel or your travel niche. Instead (or as well) you can target business-focused publications and those that cover startups, local news and something related to your travel niche.

The takeaway is this: just because you’re buried in what you do, day in, day out, it doesn’t mean there aren’t thousands of people out there interested in hearing what you and your team have to say.

Again it comes down to building relationships. For example, your marketing manager can become the go-to source for journalists who write about online marketing, or your product manager could be a regular interviewee for a business magazine. Think outside the box and watch the high DA backlinks come pouring in.

It’s also important to realise that getting interviewed is no longer something that’s limited to written journalism. Why not reach out to radio shows, relevant Youtube channels and podcasts? All offer the chance for your travel company to gain publicity and awesome backlinks.

4- Guest Write

Lots of our marketing hints and tips for travel industry startups take the two birds with one stone approach. And that’s a theme that crops up a lot when we’re talking about SEO in general.

For example, if your team members do interviews as we suggested above there are two benefits. The first – from a traditional marketing point of view – is that your name is getting out there. Your products and services are being exposed to a relevant audience and you’re generating leads organically.

The second part of the double whammy is that you’re gaining backlinks, boosting your SEO and creating a virtuous circle or relevance.

That two birds with one stone approach also applies to the art of guest writing. It’s not a new concept, but it is certainly an effective one.

It starts with a simple fact: publications, no matter the industry, are always on the lookout for interesting articles and content more generally. Sadly, the publishing industry isn’t flash with cash and many editors work hard to put together features and opinion pieces alongside general news.

This fact represents a fantastic opportunity for any travel industry startup looking to gain credible publicity and solid backlinks. Instead of being the source or getting interviewed as we’ve mentioned above, why not pitch articles yourself?

The best way to do this is to get in touch with the editors at relevant publications and ask some genuine questions about what kind of content they are looking for. It’s then up to you to pitch interesting ideas and convince them why you or a member of your team is the ideal writer for that article.

Before you know it, your company could be represented with regular guest post spots in a number of publications. Not only will this allow you to carve out a reputation as a thought leader and draw leads to your brand. It’ll also get you a bunch of high domain authority links to boost your SEO.

5 – Keep a finger on the pulse with these PR tricks

Most PR is opportunism, pure and simple. It’s about knowing how to be in the right place at the right time.

From an easy SEO win, there are some easy strategies you can use to get mentioned, quoted and featured by leading publications.

First up, keep an eye on Twitter trends such as #JournoRequest. These will link you directly to journalists looking for sources, inspiration and more. It might take a while, but there’s bound to be a request related to something relevant you can bring to the table. Maybe a journalist is looking for interesting travel ideas or some insights from a startup CEO.

Once you’ve found an opportunity that looks like you could fit the bill, get in touch. It’s as easy as that.

If you don’t want to spend valuable time trawling through Twitter, keep an eye out for relevant stories that have already been published, and follow up on articles with the appropriate editor or journalist. They will always be open to hearing from an alternative source with a different side of the story to tell.

For the ultimate convenience, consider signing up for a press service like UK-based Response Source. They act as a go-between for journalists and companies, connecting publications to people and organisations that fit their query. For startups, the service offers a great way to connect directly with journalists who you know are looking for information and sources.

The only problem can be the expense: So consider signing up for a free trial to see whether it’s worth the money in the long run.

All of these methods exist to help you get in touch with journalists and get your travel company noticed. There’s just one thing to remember: All of these journalists will likely get multiple responses to their requests for comments. So make their lives easier and you’ll have a great shot at being featured.

Whenever you contact journalists, include quotes that address their questions or topic in the first email you send. Outline why your company is best placed to be included.

Make yourself available to provide further details and don’t forget to include an ‘About’ section that offers a quick overview of who you are and what makes your travel company noteworthy.

6 – Create stuff worth linking too

content marketing ideas for seo in the travel industry

Make more content worth sharing and you’ll notice a positive impact on your Google ranking.

Moving away from traditional PR, you should never, ever forget the importance of content marketing.

Content marketing boils down to a simple, necessary truth for any travel company that wants to be successful these days: In the age of online connectivity, if you’re not publishing content and building your brand for others to see, you’re missing out on a vital opportunity.

You’re also missing out on the chance to develop a community-driven platform that can inspire and entice potential customers – something we know a little bit about.

But getting back to content marketing: The whole idea is to create things that other people want to see. At an SEO level, that means creating things that are worth linking too, that people will willingly share and, if you’re lucky (and highly skilled), content that has the chance to go viral.

Some ideas to get you started: An epic, in-depth guide to your travel niche; an online magazine packed with inspirational content; infographics, maps, useful tools that automate a usually tricky task, how-to features… that kind of thing.

7 – Publish your research findings

travel industry seo tips for link building

Don’t be afraid to publicize your market research. Industry insights are worth sharing and people will take notice.

A great way to develop original content and conduct vital market research at the same time is to get out there and survey your potential customers.

In the travel industry that’s easy, because everyone is a potential customer. Why not explore demographic or geographical preferences to gauge who the ideal target market is for the kind of trips your company offers? Then all you have to do is publish your findings in a shareable, accessible medium.

You will quickly become recognised as a trustworthy source of primary data and your backlinks will begin to reflect that.

And it doesn’t always have to be direct. You could explore social media trends or look at travel industry statistics as a whole. Performing research doesn’t necessarily mean sending out surveys and hoping for the best!

8 -Make your content more shareable with name drops

Most people love to show off. It’s human nature. Which is why when you mention someone online in a positive light – whether that’s an individual or a business – they tend to respond.

That natural instinct translates well into SEO. If there’s a particular piece of content out there that you think your readers will find interesting or valuable, don’t be afraid to mention it or link to it.

As well as boosting your SEO by providing relevant external links, you can create posts on social media, tag the companies or individuals that you’ve referenced and watch as they go on to share your material.

A common format for this type of thing is Top X type articles.

For example, if you, as a travel company, put together a feature on the Top 10 places to get travel industry news, you can then share that article while tagging the sites you’ve mentioned. Watch as the backlinks come in.

In a way, this goes back to building relationships. Interact with other companies in the space and you will soon become a point of reference.

9 – Old school link reclamation

Newsflash: The internet is not a perfect place.

Some sites are old and broken. Some links don’t work anymore because they point to sites which are old and broken. And some companies and individuals have gone ahead and mentioned you without providing a link for their readers. How rude.

The solution to all of these issues is good, old fashioned link reclamation. This can often be a tedious business, scouring the web for broken and missing links that could instead be pointing to your company website.

But there are some new tools that help speed up the process, including LinkClump and Buzzstream. In fact, for more information on link reclamation than we could possibly hope to provide in this post, check out this fantastic guide from Moz.

One easy thing you can do before starting any sort of link reclamation process is this: If your startup is starting to build a name for itself, consider setting up a Google Alert. This will ping you an email whenever people are talking about you online.

Then, all you have to do is check if they included a link in their article. If they didn’t, drop them an email and ask nicely for a backlink. Chances are they won’t protest, as they were kind enough to write about you in the first place.

But they might need a bit of persuading. Time is money after all. So try to entice them by sending a link to some extra content on your site that’s relevant in some way to the original mention. Or send them some cookies. Either way.

The good thing about link reclamation in the travel industry is the sheer amount of travel writing and related blogs out there. Search for long enough and you will be able to build a huge collection of potential leads.

Just make sure the links you seek to reclaim are relevant to your travel niche. Spam will get you nowhere.

10 – Build a user-generated encyclopedia

We already covered this to a degree in point 6. But here at Travelshift we take the notion of building content worth linking to very seriously indeed. In fact, you could say that user-generated content is the fuel that makes our marketplace software so successful.

Take our Guide to Iceland platform as an example. Since launching in 2014, our Iceland-dedicated travel guide and booking platform has become the go-to source for Iceland tourist information, with millions of visitors every year. In turn this has helped us to build a highly profitable marketplace with explosive growth and fantastic travel products and services.

Sure, it’s all made possible by the solid foundations of clever marketplace software, but the main reason we are where we are is that we’ve encouraged travellers, local guides and vendors to create inspiring content that allows us to compete with (and more importantly, outrank) travel industry giants.

Want to find out more? Contact us today for more information.

travel search terms seo

 

How Travel Companies Can Adapt to Google’s Increasing Influence

Google: you might have heard of it. The search engine giant, 20 years old this year, has become synonymous with the internet. The company is a household name around the world and even a verb.

It’s impossible to overstate the impact this single company has and continues to have on the travel industry. As consumer behaviour changes and bookings and research increasingly shift online, the gatekeepers hold all the power. Google is the gatekeeper. The door through which the majority of western travellers find their information, discover trips they want to go on and complete bookings.

Read more: Google Steps Up Presence in Online Travel Space

In turn, Google’s dominance has forced travel businesses to adapt. Websites are now tailored to meet Google’s everchanging SEO standards. Entire businesses are designed and adapted to suit Google’s framework and take advantage of its peculiarities.

Google has always indirectly influenced the way travel businesses operate. But things have moved on in the past year or so. The search engine giant has shifted its business model. You know the established drill: Most of Google’s revenue is through ad sales. Companies pay to get listed on Google and target certain search terms; Google charges a small fee each time they get found. There are plenty of businesses out there who bypass organic SEO and are happy to pay for easy traffic.

That translates as follows in the world of travel: Google makes plenty of money from travel companies, from hotels to ride-sharing platforms to OTAs. All have to fight for traffic. All are desperate to be at the top of search results for their chosen keywords and terms.

But now Google is becoming a travel agency too. The reason? Ad fees pale in comparison to referral fees. Platforms such as Skyscanner, Expedia and Kayak all aggregate search results and gain commission from completed purchases. So why shouldn’t Google do the same, particularly when it has control over the flow of traffic?

Read more: Searchmetrics Study: Travel Industry SEO & Ranking Factors

And now it appears as though Google has started to use its muscle when it comes to search results, a development that shouldn’t be of any surprise to travel industry watchers.

Google exerts further control over travel industry search results

According to a recent study from Searchmetrics, travellers searching online for flights, hotel rooms and other related products using Google are now faced with fewer “organic blue links” on the first page or results. Instead, that space is being taken up by the search giant’s own tools and services.

This is significant: the playing field is shifting. Google is using its power as a platform to boost the search returns of its own tools. Inadvertently, this means that travel companies with products to sell are further down the pecking order.

Searchmetrics’ study looked at thousands of U.S.-based queries as part of a wider, cross-vertical analysis. The aim was to find out the extent to which search results are changing as Google introduces more of its own tool and services on search engine results pages (SERPS).

And this is what they found…

On average, 8.8 blue links were shown by Google to travel-related queries, down from the traditional ten. Google-created content shown in SERPS varies between desktop and mobile devices, but overall there is an increasing number of different elements served up instead of travel content, the study found.

Chief technology officer and founder, Marcus Tober, says: “Getting onto Google’s first page for important search terms is a necessary goal for all travel brands, and the universal search elements offer an additional way of appearing there.

“Travel marketers need to understand which universal search integrations commonly appear for the keywords and topics their target customers are searching for and optimize their web content to increase the likelihood that Google will feature it.”

So why is this happening?

Searchmetrics disclosed that Google’s own elements, which include news, maps and the knowledge graph (facts and details about a product or destination) were featured in most travel industry search results.

This is the quantified likelihood of each individual element appearing on page one of a desktop search engine result:

  • Images – 18%
  • Videos – 6%
  • News – 20%
  • Maps – 17%
  • Adwords (top) – 15%
  • Adwords (bottom) – 9%
  • Knowledge graph – 65%

And here are the figures for mobile search results:

  • Images – 15%
  • Videos – 6%
  • News – 16%
  • Maps – 23%
  • Adwords (top) 32%
  • Adwords (bottom) – 7%
  • Knowledge graph – 22%

As we can see, the knowledge graph has become a recurring result for travel queries. The sources of that ‘knowledge’ are going to benefit hugely. So how can you become one?

Well, the study concludes that “As a brand, you need to be sure to have an up to date, active presence on these sites with good quality, relevant information. Information that is well structured, with headings and bullets is more likely to be used. Encourage reviews and ratings as they are often included in a company’s knowledge graph listings.”

But what else can companies do to push up the rankings or hold on to their place on page one?

The Threat of Google

As we’ve seen, it seems as though travel companies should be worried about how Google is displaying search results and the amount of real estate left on the front pages after a query has been plugged in. But are there ways to get around these new challenges and continue to drive traffic through search engines?

Of course there are. And we’ll come to those later. But right now would be a good time to think about some comments from travel industry leaders made at a recent EyeforTravel Europe. In particular, they were discussing the threat and impact of Google.

Attendees on the day were asked: what is the biggest threat to the industry right now?

Clearly, and as we have seen, one of the possible answers was the role of Google. However, it appears as though the rise of Google was way down the list of concerns of some delegates.

That outcome confused keynote speaker, chairman of Rome2Rio and former founder of Viator, Rod Cuthbert, who said: “With Google’s hotel product, they are now allowing hotels to advertise directly, and if a consumer chooses a particular property they can pay using Google Pay. So now they are [also] getting payment data, and they are at the top of funnel”.

In fact, Cuthbert has hopes that the European Commission will eventually get a grasp of Google’s anti-competitive behaviour in the travel industry.

A different view, however, came from Eurail CEO Brenda van Leeuwen who argued for the “need to play smart”. And that may well mean partnering with Google, and others like Skyscanner and Expedia, to put the rail industry on the map.

It might not be fair, but travel firms do need to keep on top of Google’s moves in search. So, if Google announces, as it did earlier this year, that sites which “follow the best practices for mobile-first indexing” will see significantly better results, then brands need to be on the ball.

google travel industry influence

Top Tips to Address Searchmentrics’ Google Research

So we know that the number of organic blue links that Google is placing on page one of travel industry search results has gone down from 10 to an average of 8.8 on mobile and desktop. We also know that the first results page is increasingly dominated by Google’s Knowledge Graphs, as well as images, apps and maps – anything which leads to a higher clickthrough rate for searchers.

So how can travel companies address their own websites and content to meet these shifting requirements?

1. Maps

First up: Maps. The Searchmetrics study found that 23% of travel search results include at least one map on mobile phones and 17% on desktops. More often than not, this map data comes from companies’ Google My Business pages.

So how can your travel business work with that statistic? Here are a few suggestions:

  • Consider creating posts to your website highlighting events or sales periods. Sometimes these show up on Google Maps, and you might generate some leads that way.
  • Get feedback and reviews! If you encourage customers to leave reviews about your travel service, these comments can make it more likely that Google will list your Google My Business page in maps.

2. Images

The most important thing to note here is the presence of images in travel search results. 18% of desktop travel searches include at least one images box. 15%  feature images on mobile.

So what should you do to make the most of this? Obviously, you want your images to be the ones that are featured. Which takes us back to an SEO basic principle: Use high-quality images and ensure that image file names, image titles and alt attributes include words that are relevant to the topics that are being displayed.

Google’s algorithms can’t identify images through pixels, so these references are your travel company’s chance to show how relevant they are to a particular search term.

3. AdWords

The harsh but siple truth about ranking in the top spot on Google is that you get what you pay for, to an extent. That’s why 32% of travel searches on mobiles include at least one AdWords’ ad at the top of the page, compared to 15% on desktops.

So when putting together Google Ad Words campaigns, try to find search terms to bid on that are neither highly competitive or irrelevant. You want words and phrases that suit your audience down to the ground.

After that, it’s a case of always working to improve your landing pages to make them as effective as possible. Aside from those details, you should also obviously have a big focus on coming up for organic search terms.

Holiday Pirates CEO David Armstrong recently shared a few insights at EyeforTravel Europe, as you can watch in the video below.

4. Knowledge Graphs

And now to Knowledge graphs, those pesky things that suddenly appear in 65% of travel search results on desktops, and 22% on mobile. Clearly, these represent an opportunity for travel brands to get right onto the first page of results.

Usually Google takes the information for the graph from sources such as Wikipedia. But the data can also come from an organisation’s own website or Google+ page. If it’s a business that’s been searched for, details from its Google MyBusiness listing, links to social channels and contact information will also be included.

So the obvious thing to do is to keep these updated for your travel business and play the Google game. If you’re hoping to provide the information for a specific knowledge graph, be sure to organise your content in a way that encourages Google to use it.

For example, your website pages should be well structured, with headings and bullet points and easy-to-read content.

5. News results

The last but not least factor you should consider is Google News, which aggregated breaking news stories from numerous sources around the web. When travel terms are searched on Google, the search engine displays news results 20% of the time on desktop and 16% of the time on mobile.

So what’s the message here? Well, getting on the first page of Google doesn’t necessarily mean you have to be killing ti with organic search terms or spending a fortune on Ad Words. Instead, travel businesses also have to realise that there’s an opportunity to be discovered purely through being in the news.

So get involved with travel publications and other news sources that offer travel advice, information and analysis. If you develop a positive relationship with key media players in your chosen niche, you could find your company hitting the first page of Google for your chosen search terms – inadvertently through news articles.

Helping You Build a Content-Driven Travel Marketplace

travel search terms seo

Here at Travelshift we build travel marketplaces that get noticed. Our marketplace software is proven, adaptable and has a bunch of features to help you quickly scale in your chosen niche and compete with the bigger players in no time.

Crucial to that process is our focus on building a content-driven platform. We provide our clients with all the tools they need to become not just a booking platform, but a hub for all things related to their niche: a newsroom, a blog, a social platform, a community of tour operators, local guides and travellers.

This means that you’re quickly building your Google ranking from day one with authentic, community-driven content that perpetuates sales and boosts your SEO.

As we’ve mentioned, Google is stepping further into the travel space and becoming its own OTA of sorts. This means that the competition is fiercer than ever for bookings and research. Particularly when Google could act in future as the gatekeeper to information and bookings.

However, as the large majority of Google’s revenue comes through search, it remains in the company’s interests to provide relevant results to travellers looking for inspiration and opportunities. For that reason, the foundation of Travelshift software – our ability to drive traffic and sales through the power of community building – is here to stay.

Want to find out more about how we can help you set up a travel marketplace in your chosen niche? Contact us today.

 

Why the World Cup is a Unique Travel Industry Event

Ah, the World Cup. It only comes around every 4 years and is always over far too soon. This summer’s tournament is no different, with 32 national teams from around the world heading to Russia to compete in beautiful game’s greatest spectacle.

Like so many international sporting events, the World Cup brings together people and cultures that wouldn’t normally mix. It’s a festival atmosphere that somehow manages to drag everything into the mix. That explains why there are various sponsors from all over the world – including an ‘official beer partner’ – and every conceivable brand is seeking to get involved with the action.

This World Cup’s FIFA Partners include Adidas, Coca-Cola, Gazprom, Hyundai/KIA, Qatar Airways and VISA. But aside from the huge multinationals, individual nations are also looking for ways to boost tourism as a result of the tournament.

Travel Industry Stories From the FIFA World Cup 2018

As we reach the end of the group stage and discover which countries will be facing off in the first knockout rounds, it feels like as good a time as any to look at how travel industry players are making the most of World Cup.

Here are a few examples.

Russia, Obviously

As the host nation, Russia has opened its doors to hundreds of thousands of football fans from all over the world.

In fact, more than 1.5 million foreign tourists are expected to visit Russia during the World Cup, the head of the Russian Federal Agency for Tourism, Oleg Safonov, said.

“We believe that about 1.5 million people will visit us. The figure may be even revised upward,” he said.

Eleven Russian cities are hosting matches throughout the tournament: Moscow, St. Petersburg, Kaliningrad, Volgograd, Kazan, Nizhny Novgorod, Samara, Saransk, Rostov-on-Don, Yekaterinburg and Sochi. The host nation hopes that, contrary to Russia’s international reputation, the 2018 FIFA World Cup will have a long-term positive effect on Russia’s tourism industry.

moscow, russia - how is the fifa world cup impacting the travel industry

It’s too early to say what the long-term benefits will be to Russia, but it’s likely that cities including Moscow and St. Petersburg  – currently the main fan hubs – will see increased numbers of tourists following the positive experience of many international visitors. Market research company Euromonitor believes the World Cup could put Russia on the map for more tourists after the tournament ends.

“The number of inbound arrivals in Russia is expected to record a compound annual growth rate of 4 percent by 2022, reaching 37.5 million trips,” Euromonitor’s sports industry manager Alan Rownan said. In fact, Euromonitor forecast a 1.4 percent increase in the number of total arrivals to Russia in 2018.

“However, negative factors, such as lack of mid-tier accommodation facilities, safety concerns, relatively high visiting costs and burdensome visa regulations for non-ticket holders will have an impact on the incoming tourist flows,” said Rownan. “Furthermore, the recent political tension between Russia and UK is also likely to undermine tourist flows from the latter.”

Given the billions of dollars Russia has spent preparing to host the tournament with infrastructure investments, it’s unlikely that those funds will be reimbursed overnight or even within a matter of years. The World Cup is being framed by Putin as a longer-term project to improve facilities in the country, not to mention the international prestige that comes with hosting.

There have been fears that foreigners have been put off making the trip for a variety of reasons. These range from strained diplomatic ties between Russia and the West, to threats of football hooliganism and discrimination against minorities.

But speaking to Skift, Varvara Topolyanskaya, general manager of Australian Russia tour operator Discovery Russia, said the World Cup is a chance for fears and doubts to be eased and reputations to be restored.

Her company is bringing more than 1,000 travellers to the World Cup.  “We’re hoping for a completely different image of the country after people watch the matches on TV,” said Topolyanskaya. “We’re always asking our clients of their first impression of Russia and the number one response we get is that Russian people are so friendly.”

She added: “I think we have a lot of brainwashing right now in the media on what Russia is like, but that’s not what Russia is.”

Beyond the Hosts – A Chance for Smaller Nations to Build a Reputation

One of the best things about the World Cup is the platform it gives smaller nations to make a name for themselves.

At Euro 2016, for example, the Iceland football team captured the imaginations of people around the world – both on the pitch and off it. As well as making it through the group stage and beating England in the last 16, the team’s fans became famous in France for their passionate support.

The easiest way to understand is to watch the video above.

Sure, the ‘ThunderClap’ doesn’t directly make Iceland a more appealing destination. But its popularity says something about the nation to the wider world: that despite being the smallest country in terms of population at the World Cup, it’s going to have its say no matter what.

In fact, according to Bloomberg, Iceland’s tourism industry is expecting its football team to drive further interest in the country’s tourism industry.

Which is handy, because by Icelandic standards the country’s tourism boom has plateaued…

tourism and the world cup

However, the chance to shine on the global stage is an opportunity to bring back some spark. “Iceland is stepping on the big stage this summer,” said Skapti Orn Olafsson, a spokesman for the Icelandic Travel Industry Association, so “we surely have a clear shot on goal to use the attention in a positive way.”
No puns intended, of course.
Yet there is real hope that an injection of footballing interest in Iceland will stretch beyond the smallest nation in the tournament becoming many fans’ second team. It could drive more visitors, too.
On the flip side, it might turn out that the appreciation of the Icelandic krona (it has strengthened by more than 40 percent against the euro since 2009) – one factor thought to be contributing to the slowdown in growth – is a blessing in disguise. Although it has turned Iceland into the most expensive tourist destination in the world and led to Landsbankinn to declare that “the tourism boom is over,” there have been worries about the sustainability of Iceland’s tourism growth.

An Influx of Chinese Tourists

Anyone working in the travel industry will know how lucrative it can be to tap into the Asian markets. Across the continent, there is a real demand for international travel experiences – no more so than in China.

Incredibly for a country whose team hasn’t even made it to this summer’s World Cup Finals, it’s expected that more than 100,000 Chinese tourists will make the trip to Russia.

Interestingly, Russia is becoming a magnet of sorts for Chinese holidaymakers, so it’s no surprise that they are flocking in to watch the football.

According to data released by Trip Advisor, the number of Chinese tourists between January and May increased by 38 percent year on year.  Data collected by Ctrip suggests that, for example, two-leg tours to Moscow and St. Petersburg over the summer have seen a month-on-month increase of over 100 percent. The conclusion: It seems as though the Chinese are coming for the football and making a vacation of it.

And Don’t Forget India

Another football-mad country that failed to qualify for this summer’s tournament is India. According to the India Times, wealthy Indians will be heading to the World Cup in huge numbers, despite a spike in airfares and hotel rates.

According to the piece, the relative proximity of Russia makes it an ideal starting point for a summer trip of famous sporting events, from the World Cup to the Wimbledon Championships.

“We have seen an increase in people travelling to Russia during this period. Airfares and hotel rates have definitely gone up by at least 20% due to increase in demand for the World Cup, but this hasn’t dampened demand,” said Karan Anand, head of relationships at Cox & Kings, one of India’s oldest travel agents.

“We have also seen a 10% increase in last-minute bookings to Russia, and expect this to continue, and even peak closer to the final stages of the tournament.”

The Other Side of the World Cup from a Tourism Perspective

It seems obvious to say but we will say it anyway: If the World Cup is drawing travellers to Russia in huge numbers, surely there are other destinations missing out?

That appears to be the case, at least in the Seychelles.

seychelles tourism hit by weak russian ruble and fifa world cup 2018

The archipelago in the western Indian Ocean is a popular destination for tourists from around the world. Among the country’s most common visitors are Russians. However, the Seychelles has seen just a two percent rise in inbound tourists for the first half of the year. The boss of the Seychelles Tourism Board, Sherin Francis, has said that the figure is below what the country was predicting.

One huge part of that is the fact that the number of Russians coming for the summer has dropped by a huge 18 percent compared to the same period last year. Francis believes that the FIFA World Cup is partly responsible: Many Russians are no doubt staying at home to enjoy the party and choosing to travel around their own country instead.

The value of the Russian ruble has also dropped in recent times, making travel abroad more difficult for the Russian market. Both of these conditions “are not favourable for prompt recovery of this market,” she said.

“Four years ago, we had only one percent increase and this year we see ourselves faced with a similar situation. Russians are travelling within Russia to watch the matches as the event is taking place in their country. We also see other potential visitors from Europe as well as other markets travelling to Russia to support their teams,” said Francis.

Final Thoughts

So there you have it. The World Cup is a unique travel industry event that causes some obvious tourism shifts, as well as some unexpected ones.

Travel Industry PR: The Relationship Between SEO & Public Relations

Reputation is important in the world of travel. It’s what inspires loyalty or drastically reduces return customers. If your agency or platform is known for a certain something: unbelievable customer service, poor value for money, once-in-a-lifetime experiences… that’s going to directly impact your bottom line, for better or for worse.

Which brings us to PR, Public Relations – essentially the art of reputation management. We’re talking about handling the press, reaching out to journalists in the right way and promoting your platform or agency in a manner that highlights your positive values and attracts the right kind of attention.

Aside from dictating the state of the intangible – your travel company’s reputation – PR has a more direct influence on your business because of how closely it ties in with SEO. Allow us to explain.

Why Travel Industry SEO Requires Good PR

In our business – empowering online travel agencies – SEO is fundamental. No matter how great your travel products, services and prices are, if customers can’t find you on the internet, you’re going to miss out on bookings. The end result of a great SEO strategy is being discoverable. More often than not, travellers do their research through search engines. You want to be at the top of those search results for your chosen niche.

A key part of any SEO strategy is backlinks, powerful little links that point from another website to yours. As well as sending relevant traffic in your direction, the quality and quantity of these links act as a barometer for your platform’s relevance.

In the eyes of Google and other search engines, the more high quality links you have from appropriate sources, the more relevant your content must be. The more relevant it appears to be, the more likely these search engines are to push you up the results rankings. It’s a cycle of reinforcement: the higher you are in the rankings, the more likely it is that you’ll be cited as a source of products, insights, or whatever it is you’re selling.

So where does PR fit into all of this? Why should travel marketplaces consider PR as part of their SEO strategy? Well, when you think about it, it’s very simple. PR refers to how your travel platform deals with and uses journalists and their publications first and foremost. If you can get your company in the news, either with a quote on a current topical news item or a feature/interview with a senior management team member, any link from you get from that is worth its weight in gold.

That’s partly because established publications have incredibly high domain authority. And, while some are better ranking than others, most news outlets are trustworthy in the eyes of Google: what they say is relevant is relevant.

Of course, good quality backlinks don’t only have to come from journalists and positive PR campaigns. Recent years have seen the rise of bloggers, professional social media influencers and websites dedicated to all manner of travel exploits. These can also be valuable backlink sources. Getting exposure in publications reinforces your SEO in the same way that usual backlinks do. The only difference is that other publications will catch on to the fact that your platform offers interesting quotes or analysis on your chosen niche, and they may come to you in future.

So, without further ado, here are a few strategies your travel company can employ to get more PR exposure and, in turn, better SEO…

The Mighty Press Release

Have you ever heard of or used Google News? Essentially, it’s Google’s way of sorting out news articles from the rest. Publications can sign up and their articles will be featured when you hit the ‘News’ section of the search bar. Much of the Google News category is made up of press releases or rewrites of press releases. This remains the best way for companies to publicise announcements and news related to their business.

Which brings us to an obvious suggestion: Why not write some press releases? At worst, your release will be picked up and republished by some industry-specific publications. At best, it could travel much further than that – depending on how interesting your news is, of course.

Almost without fail, republished press releases improve your SEO because they ( more often than not) feature a link to your website. Better still, they are published or rewritten on websites and publications who hold high domain authority.

It’s a no brainer, particularly if you have exciting partnerships, announcements and stories to share with the wider world about your travel platform.

Tapping into social media

Have you ever been scrolling through Twitter and noticed the hashtag #JournoRequest? Essentially, it’s a quick and easy way for journalists to connect with PR agencies and companies, whether that’s as part of a search for original stories, quotes or comments. An example might be this:

And it works both ways. Journalists looking for help with a particular story will write out their request in search of a company that can help. And travel companies can use the same hashtag, or something like #PRRequest, to tweet out to journalists about stories in their field.

So why not try searching for that hashtag along with a few terms relevant to your company? Who knows what might come of it.

You can really look at this technique as reverse engineering a press release. When done well, your travel company will see all of the same SEO benefits. It’s possible that you’ll work out a much more specific, more personalised publicity because of it.

Reviews

All types of companies rely on reviews to get positive publicity in the press and boost their SEO. No matter what they are selling, from mobile phones to bananas to hotel rooms.

If you’re a small travel provider, you may not be in the position to give away trips for free to members of the press. But remember, a single article in a major publication could go a long way, both in terms of SEO and name recognition.

It’s certainly worth considering, particularly if you’re looking to build a travel brand in a specific niche.

Stay ahead of the news

This point can be seen as an extension of tapping into social media to boost your travel site’s SEO. Let’s imagine that there’s a breaking news story that’s related to the travel industry or, more specifically, your chosen travel niche.

You might be an adventure travel startup, and new data might reveal that your sector is becoming increasingly popular. Findings like this hit the news all the time. So why not get ahead of them and have comments/insights ready to share with journalists at leading publications?

All you need to execute this PR strategy effectively is an up to date database of journalists who cover yours and related industries. Oh, and a willing executive who can share insights at short notice. This strategy is all about speed, so you have to be prepared to be proactive and approach journalists before they’ve even realised they want your input.

Journalists will run with stories and comments that are well written, insightful and show personality without losing professionalism. The more work you can do for the journalist, the more likely they are to publicise your business. Which brings us to…

Have the best images

Any travel company should be featuring their products and services with beautiful, inspiring images. If you can, why not make these images available to publications and journalists in return for a backlink or a mention.

More often than not, publications will use stock photographs or those that have been attached to press releases. Make sure your travel business provides high-quality images every time you share comments or stories with journalists.

The more striking the better!

Become your own publication

Now that’s a bold statement. What does it mean to become your own publication? In our experience, becoming your own travel publication is about going the extra mile. It’s about doing more than offering tours, trips and accommodation. It’s about becoming a tourism hub in every sense of the word.

Prospective travellers and people who have already made bookings want the same things: inspiration and information. Not copy and pasted nonsense. They want genuine, thoughtful guidance on how to make the best of their holiday.

Unsurprisingly, if you do this well, people are going to notice. But why does that translate into a good PR tactic in terms of SEO? Well, as we mentioned earlier, it’s all about backlinks and growing the relevance of your domain. If other publications and websites are linking back to your informative blog posts and articles, search engines are going to start pushing you up the rankings.

Your foundational posts are going to become the go-to articles in your chosen niche. People will discover your publication first and make a booking second, rather than the other way around.

Now, if you think about it, this isn’t really something you can do without investing a lot of time and resources into building a dynamic publication. You’ll need to hire journalists and content creators. People whose sole purpose is to create informative, interesting reads about your chosen travel niche.

This is where we do things differently…

The SEO Power of Community-Driven Content

We’ve written before about the power of community-driven content. It’s central to the Travelshift platform and provides the secret sauce behind our success. As a marketplace software provider, we know better than most that content generated by users and customers is the best kind. Naturally, it’s the most genuine. There are no lies, no bias, just honesty from people who have been there and done it.

For that reason, it’s also great for SEO. If people find an article informative, original or inspiring, they are far more likely to share it with their peers or quote it (and link back to it) in their own work. That’s why we build the capability to create a community of writers, bloggers and locals into our software solution.

So if the prospect of becoming your own publication is daunting, consider driving your community-driven content.

Good PR is at the heart of good SEO

So there you have it. Good PR strategies lend themselves wonderfully to effective search engine optimisation. If you handle the press well and dabble in social media, reviews and publishing effectively, there’s no reason why you can’t put in some really solid SEO foundations.

And it’s worth remembering that good PR snowballs. Just like throwing a pebble into a pond, making the right moves in the PR world will send out ripples and increase the reach of your travel company even further. The same goes for positive SEO strategies. The more great content you create, for example, the more people read it.

The more people read it, the higher you get pushed up the rankings. And the higher you are up the rankings, the more people will discoverable your website will become. This is the fundamental truth of good PR and good SEO. Just keep plugging away. With a bit of patience and no small amount of flair, you’ll get noticed.

Bitcoin, Cryptocurrencies and the Travel Industry

Over the past few weeks, it’s been impossible to watch or read any financial news without being confronted by Bitcoin. At the time of writing, the world’s most famous cryptocurrency has seen a meteoric rise in value, up 161% ($10,567) in the last month alone. People are starting to take notice.

Whether or not you believe the whole cryptocurrency thing is a bubble or that something you can’t hold in your hand can’t possibly be worth that much, the technology is here to stay.

That technology is, essentially, blockchain. We’ve written recently on the potential that blockchain technology holds for the travel industry. Today we’re going to focus on the concept of a digital currency. How could this make travellers’ lives easier? How could travel companies benefit? And what developments are already underway in this space in the industry?

Could the travel industry’s early adopters of cryptocurrencies benefit in the long run?

If Bitcoin and its fellow digital alternatives are to move from the status of speculative vehicles to real-world game changers, they are going to need genuine use cases. As Bitcoin has grown more popular with investors, a few obvious weaknesses have come to the fore. These include the amount of sheer power needed to run the network and a lack of scalability options. This means that Bitcoin has moved beyond being a medium of everyday transaction, and is now more seen as a store of value: digital gold, if you will.

But blockchain, Bitcoin’s underlying technology, can be deployed in different ways – something proved by the various alternative cryptocurrencies gathering momentum in Bitcoin’s wake.

But let’s start with considering why travellers and travel businesses might choose to take a leap of faith into the unknown world of cryptocurrencies.

Read more: Prepaid Travel Cards Offer Agencies a Lucrative Revenue Stream

Speed, accessibility, savings and security

In a few short years, a technology could come to the fore that will release international travellers from the woes of currency exchanges, carrying large amounts of cash on hand, withdrawal fees and fraud. Decentralised ledgers, digital wallets and frictionless transactions could be the future. These are the founding tenets of cryptocurrency.

How Bitcoin and Alts could benefit travel companies and their customers

We know that Bitcoin is on the rise in terms of value, alongside other currencies such as Litecoin and Ether, the token used on the Ethereum blockchain platform. But importantly, we’re seeing this rise in value correspond with a rise in retailers and brands accepting cryptocurrencies as a form of payment.

As these digital currencies emerge as a genuine alternative to conventional banking and fiat currencies, their benefits are becoming accessible to ordinary people around the world.

One of those benefits is the ability to transfer money to another individual or company, without needing any kind of middleman. Bitcoin, Ether, Ripple, Litecoin: All can be sent between users without any banks or payment service providers charging a commission for the transaction. Having said that, a small fee is paid for every transaction to miners (or destroyed in the case of Ripple), whose computing power has to solve a complex puzzle in order to confirm new entries on the decentralised ledger.

So cryptocurrencies are not free, but to differing extents, all can move money around at a fraction of the price of conventional companies such as Paypal and Swift. They also tend to be faster, which goes some way to explaining why Ripple (XRP) is seen as Swift’s biggest competitor moving into 2018.

So that’s speed and fees covered.

What about security?

The whole point of cryptocurrencies is that they are founded on cryptography, puzzles that only computers can work out. Every transaction is also recorded on a decentralised ledger. There is no single point of weakness in the network, no vault that can be cracked. The mining community (or more accurately, their computers) confirm and record every transaction on the blockchain. Currency movements are recorded in hash functions with timestamps so that the data cannot be changed or tampered with.

It’s this reason that blockchain technology is offering all kinds of industries ways to enhance security and prevent fraud.

And finally, we come to accessibility. Did you know that a recent report from Mastercard found that over 130 million people in Europe have no access to traditional banking services? Sure, some of us take banks for granted, but that’s not the case for everyone.

On top of that, a lack of trust has developed between the public and the financial sector. Conventional banks are seen as profit-driven, not people-driven, and responsible for global economic problems. In that environment, the emergence of digital currency far from the reach of major institutions is attractive.

What does all of this mean for the travel industry?

Okay, we’re finally getting to the focus of this piece. How will cryptocurrency and all of its benefits impact the travel industry?

Established players in travel and tourism are already embracing the opportunities Bitcoin and alternative cryptos have to offer. Let’s take a look at some recent examples.

Although more blockchain than cryptocurrency, Fritz Joussen, CEO of industry giant TUI Group, recently outlined the firm’s belief that Blockchain technology would become a fundamental part of business in the next decade. He also revealed that the company has launched its own project based on the technology called BedSwap. The system allows TUI to move its hotel inventory to different points of sale depending on the demand.

And then there’s another industry heavyweight, Expedia.com. The OTA introduced the option for customers to make Bitcoin payments for hotel bookings halfway through 2014. It’s a matter of time before flights and other major purchases are also available to cryptocurrency holders.

Across the Pacific, Japan’s HIS Co Ltd recently announced compatibility with Bitcoin for payments. The company started by launching the payment option at 38 of its stores in Tokyo. The aim is to increase the number of participating outlets further. As part of the move, the company offered special bitcoin tour packages.

That’s a few examples of industry giants taking cryptos seriously. Smaller agencies are doing so, too. Take Malta’s Bitcoin Adventures. Originally set up to raise the profile of Bitcoin in Malta, the slightly strange company’s first customer was a Japanese tourist who arranged a three-night stay paying with cryptocurrency.

Thailand has had an up and down relationship with Bitcoin, banning it in 2013 only to reverse the decision a year later.  Plenty of the country’s tourist hubs have embraced the currency, including the Pattaya Beer Garden, which sees major benefits of accepting Bitcoin, including a lower risk of credit card fraud.

Another travel startup, UK-based TamTam Travels, has an interesting business model based on cryptocurrency and blockchain technology. The company’s membership portal offers discounts on benefits and services around the world.

As part of a pre-launch last year, the blockchain travel startup offered discounted packages on memberships, with additional rewards of its ‘native’ blockchain currency – called the JIO Token – for purchasing memberships.

TamTam Travels accepted a number of cryptocurrencies for its launch including Bitcoin, Dogecoin, Ether and Litecoin.

Our final example comes from TripAlly, a travel/tech startup using cryptocurrency to end the financial pain of international roaming. Instead of paying a fortune for local data, TripAlly aims to provide mobile internet without borders. How? The startup will provide their service as a mobile application that will allow you to access foreign mobile networks for data. Hooray.

But what has that got to do with cryptocurrencies? Well To raise funds to get the company off the ground, TripAlly held an ICO, an Initial Coin Offering; a crowdfunder with the cryptocurrency community. In return for donations, backers have received Ally tokens, which can be spent on the roaming service provided by the company.

Mainstream adoption in the travel industry is inevitable

In the past few weeks, cryptocurrency trading application CoinBase has been one of the most popular apps across Android and Apple download charts. This is not just because people are seeing cryptos as speculative vehicles. It’s also because the technology promises a new way of doing things.

With that in mind, it seems inevitable that cryptocurrencies will become a more common part of our day to day lives. Some of these digital currencies have been around for a while, too. Bitcoin came to light in 2009, yet it still comes as news to many. It’s been a slow journey, but Bitcoin and other Alts are gathering momentum.

The world of travel appears to be open to working with the concept of digital money. The blockchain technology at its foundation is already revolutionising all kinds of processes.

Mass adoption is on the horizon. So perhaps the travel industry’s early movers will reap the rewards when cryptocurrencies become the norm.

How Blockchain Could Transform the Travel Industry

When we hear the word Blockchain most of us will react in two ways. The first is by drawing some vague connection to Bitcoin and other cryptocurrencies. The second is simply a knowing shrug: it’s important but pretty complicated so we just smile and nod! So today we’re going to try to untangle the complicated mess that is Blockchain. Then we’ll move on to discover how the technology could potentially impact the travel industry.

Beginning with Bitcoin

Blockchain technology rose to prominence in 2011 as more people became aware of Bitcoin, a digital currency based on the technology. After a huge spike in the price of Bitcoin, the public sat up and took notice. The promise of Bitcoin was that through using Blockchain technology, its users could take advantage of a new type of payment mechanism: Truly anonymous, free and secure purchases.

The excitement in Bitcoin was partly driven by the interest in something completely new, as well as the opportunity available for early adopters to ‘mine’ their own Bitcoins – perhaps the digital equivalent of printing money. But how exactly are Bitcoin and Blockchain related?

Put simply, Blockchain is the technology and methodology underpinning Bitcoin. Blockchain can be understood as a database. But it’s no ordinary database. It’s decentralized and encrypted by design and shared across a network of stakeholders. The result is a distributed ledger that can record transactions across multiple computers. This distribution ensures that all transactions are verified by consensus, allowing the flow of digital value to be stored, organized and certified in a transparent and secure way.

Take a look at the video below from Amadeus:

What makes Blockchain unique?

There are a number of factors that come together to make Blockchain a unique and exciting technology. And they go way beyond digital currencies.

Transparency and immutability

We’re living in strange times and there are plenty of people out there talking about alternative facts and half-truths. With Blockchain, there’s no room for misinformation. Once an entry is registered on a public blockchain, it’s there for the world to see. Because it needs the consensus of users to get onto the public ledger and cannot subsequently be altered, everyone can see a time-stamped version of ‘the truth’.

For this reason, plenty of people out there believe that Blockchain technology is ideal for registering ownership of assets such as houses, cars or financial holdings.

Security

Security is built into the Blockchain process. The consensus mechanism has a very high threshold for cryptographic security. Without this, it would be impossible to maintain the integrity of a ledger shared between multiple parties. This level of security is key when sensitive information and transactions are being sent around the world

Blockchain is decentralised

It’s difficult to say how important blockchain’s decentralised nature really is. In terms of payments, the idea is that middle men – those who take a commission off the top of financial transactions such as Paypal – can be avoided.  However, in certain industries, private Blockchains with a more centralised structure can work. The main advantage to having a decentralised database is that there is no single point of failure. If the network is attacked, it’s much more resilient.

Data integrity

If there’s one point about Blockchain that we need to hit home, it’s about this idea of consensus. Because a transaction is processed on all computers in the blockchain, the algorithm ensures that there is a consensus regarding the validity of every transaction. This means that Blockchain data is always complete, accurate, trustworthy and widely available. It’s a shared record of the truth.

Efficiency and cost reduction

One major advantage of Blockchain technology is the promise to improve efficiency and reduce costs for stakeholders. With it, there’s no need to rely upon bulky, centralised record-keeping entities. Hooray!

So those are a few a few key aspects to Blockchain technology. And it all sounds very interesting, right? But now you’re wondering how exactly this technology links into the travel industry? How can the world of travel use Blockchain?

Blockchain in the travel industry

Before we properly delve into Blockchain and its application in the travel industry, we need to fast forward in time from Bitcoin to the rise of another cryptocurrency and now all-around computing platform, Ethereum. Ethereum is a public Blockchain that came to prominence in 2015. Although it has its own cryptocurrency, Ether, it also provides a platform for businesses to build applications based on Blockchain technology.

Arguably its biggest gift to the world has been the introduction of Smart Contracts. What exactly is a Smart Contract? Well, in this case it’s smartness is all about automation, and it wouldn’t be possible without the Blockchain.

These Smart Contracts can automate a range of business dealings between parties without the need for human intervention. Why is this of interest to the travel industry? Well, consider an industry which has a high amount of commission based business. Market aggregators in travel, for example, could stand to benefit. With Ethereum it’s becoming possible to hardcode the stipulations of an agreement between parties into a self-executing blockchain program. For simplicity’s sake: Let’s say “If I hit X in revenue, automatically send 2.5% of X to Y. In travel, commissions between hotels and aggregators could be settled automatically. No more annoying invoices, no more late payments, no more cash flow worries.

Moving on from smart contracts

In a recent report, consultants Amadeus outlined five ways that Blockchain could impact the travel industry in the near future. At the moment, even while the technology is experiencing plenty of exposure and publicity, it’s at an early stage in its development. There don’t appear to be any Blockchain systems being put to use in the travel industry today. But there’s no doubt that the potential is there. Take a look at these possible use cases.

Improving loyalty schemes

We’ve all had experience with loyalty schemes before. But in the travel industry, you can barely book any kind of trip without being bombarded by them. Hotels, booking websites, airlines, retailers… all have different schemes that are a key part of driving return business and keeping customers engaged.

Some are more successful than others. But all depend on outdated systems and principles, with the majority simply offering points in return for purchases. The problem with this method is that points are often left unspent, with travellers frustrated by the lack of leeway and the restrictions on what those points can be spent on.

Sure, some schemes are more flexible than others and allow a wide range of redeemable goodies. But plenty of points out there are left unspent and may even be listed on a travel company’s balance sheet as a liability. And we don’t want that.

blockchain in the travel industry

Blockchain startup Loyyal.

One great example of how Blockchain could improve this situation is California startup Loyyal. The company’s loyalty and rewards platform was built with blockchain and smart contract technology to reduce fragmentation in the loyalty business and make it easy for businesses to partner. The result is a secure system that gives customers more value from their loyalty schemes, eventually even in real-time.

Read more: How Travel Startups can Compete with Established Marketplaces

Improving baggage tracking

As much as the travel industry has developed in recent years, a few age-old problems still linger. One of these is the worst nightmare of any traveller: lost luggage. Lost or damaged bags cost the travel industry a huge amount every year, not to mention the traveller complaints and damage to reputations that comes with it. And the process of tracking it down can be even tougher than losing it in the first place. In part this is due to responsibility for the luggage shifting throughout your journey, from the airline to the airport to ground handling firms.

That’s where Blockchain comes in. It could offer a shared, distributed ledger used by all those within and between airports that at some point have control over baggage. The system would allow for a bag and its ownership details to be automatically logged. These records could be shared among everyone concerned to improve accountability and, most important of all, track down lost luggage.

Automating and simplifying settlements between operators

Remember when we mentioned Smart Contracts before? We know more than most about how the travel industry is dependant on an intricate mixture of operators, service providers and OTAs. There’s a complex set of relationships between those parties, with money moving between them all of the time.

Read more: Travel Marketplace Pricing Strategy: Where to Start

Smart Contracts based on a Blockchain system could change the way those relationships are managed for the better. For example, let’s think about a traveller booking a hotel room. In the background, there’s an aggregator, perhaps an OTA and the hotel itself. Eventually, they will need to settle cash and commissions based on agreements already in place. With Blockchain this process could be automated and executed in a way that maximises efficiency and cuts costs for everyone involved.

Revolutionising identification

One of the most exciting potential Blockchain uses in travel is in the realm of identification. We have all experienced the endless showing of IDs and passports throughout a travel journey, from booking to boarding to airport security to hotel check-in.

In future, the trustworthy and immutable nature of blockchain could transform the way travellers are identified throughout the course of a journey.  Imagine a trip that didn’t require this at every stage. Blockchain technology could offer travellers a more frictionless experience in the coming years. Startups such as Civic are already pioneering in this space.

How Travel Companies Can Kickstart the Blockchain Revolution

Blockchain startups are beginning to spring up in all kinds of industries, and you can bet that travel won’t be far behind. Our is an industry in which innovation is rife and competition drives progression. With that in mind, what should travel companies start doing now in order to ride the inevitable Blockchain wave?

According to Amadeus’ latest report on the matter, there are five steps that should be taken by industry stakeholders.

The first is to appreciate the pace at which decentralised technology is moving. This requires an understanding of what it’s all about and its potential impact on the industry. If senior management is going to buy-in to future projects that involve Blockchain, they need to be educated now, not later.

The second step is to explore Blockchain’s potential even further. Nobody yet knows the extent to which it could impact the travel industry. There are bound to be more innovations and use cases that come to light aside from those mentioned above.

The third step will be new to many in the travel industry: collaboration. By definition, Blockchain is a system that requires collaboration between partners and competitors in order to work.

The fourth step is to, as with any emerging technology, experiment. Opportunities may present themselves to conduct trials and test Blockchain in a real-world scenario. Why not take the initiative and see where it takes you?

The fifth and final step that Amadeus recommends for potential Blockchain adoptees is to recruit with the technology in mind. Understandably there’s a shallow pool of talent out there with the knowledge and skills to turn potential into reality. But working with technology partners and hiring the right people could go a long way towards successful implementation in the future.