{"id":52891,"date":"2021-05-07T07:30:19","date_gmt":"2021-05-07T07:30:19","guid":{"rendered":"https:\/\/www.onecity.co.in\/blog\/?p=52891"},"modified":"2021-05-07T07:30:19","modified_gmt":"2021-05-07T07:30:19","slug":"10-reasons-why-the-travel-and-tourism-industry-require-digital-marketing","status":"publish","type":"post","link":"https:\/\/onecity.co.in\/blog\/10-reasons-why-the-travel-and-tourism-industry-require-digital-marketing\/","title":{"rendered":"Digital Marketing for Travel and Tourism Businesses India"},"content":{"rendered":"<div style=\"margin-top: 0px; margin-bottom: 0px;\" class=\"sharethis-inline-share-buttons\" ><\/div><p>The travel and tourism industry in India has recovered substantially from its 2020-2022 disruption, and the businesses that invested in digital marketing during the lean years are now reaping disproportionate returns as demand has returned. The businesses that waited are rebuilding from a weaker position. This pattern \u2014 that digital investment compounds over time and that gaps taken during downturns are expensive to close \u2014 holds particularly true in travel, where the buying journey is long, research-intensive, and heavily influenced by content.<\/p>\n<p>I am L.K. Monu Borkala, founder of <a href=\"https:\/\/onecity.co.in\">OneCity Technologies<\/a> in Bangalore. We work with travel and tourism businesses across India \u2014 tour operators, hotel groups, activity providers, and destination marketing organisations. The digital marketing dynamics in this sector have specific characteristics that differ meaningfully from other industries. This post covers what those are and what they mean for investment and strategy.<\/p>\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_78 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/onecity.co.in\/blog\/10-reasons-why-the-travel-and-tourism-industry-require-digital-marketing\/#The_Indian_Travel_Customers_Research_Behaviour\" >The Indian Travel Customer&#8217;s Research Behaviour<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/onecity.co.in\/blog\/10-reasons-why-the-travel-and-tourism-industry-require-digital-marketing\/#SEO_for_Travel_High_Competition_High_Returns\" >SEO for Travel: High Competition, High Returns<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/onecity.co.in\/blog\/10-reasons-why-the-travel-and-tourism-industry-require-digital-marketing\/#Paid_Search_for_Travel_The_Channels_That_Work_in_India\" >Paid Search for Travel: The Channels That Work in India<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/onecity.co.in\/blog\/10-reasons-why-the-travel-and-tourism-industry-require-digital-marketing\/#Managing_Reviews_and_Reputation\" >Managing Reviews and Reputation<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/onecity.co.in\/blog\/10-reasons-why-the-travel-and-tourism-industry-require-digital-marketing\/#Email_Marketing_and_the_Repeat_Traveller\" >Email Marketing and the Repeat Traveller<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/onecity.co.in\/blog\/10-reasons-why-the-travel-and-tourism-industry-require-digital-marketing\/#Reducing_Platform_Dependency\" >Reducing Platform Dependency<\/a><\/li><\/ul><\/nav><\/div>\n<h2><span class=\"ez-toc-section\" id=\"The_Indian_Travel_Customers_Research_Behaviour\"><\/span>The Indian Travel Customer&#8217;s Research Behaviour<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Travel purchase decisions in India have a longer and more content-dependent research phase than most other consumer categories. A family planning a trip to Coorg or Rajasthan might spend two to four weeks reading blogs, watching YouTube videos, comparing booking platforms, and asking questions in travel communities before making any reservations.<\/p>\n<p>This extended research phase creates multiple touchpoints at which a travel business can appear, provide value, and build trust before the purchase decision is made. A tour operator in Bangalore offering packages to South India who publishes detailed guides to Coorg, Kabini, and Hampi \u2014 covering what to see, when to go, how to get there, what to expect \u2014 is present at every stage of that research phase. A competitor with only a booking page and a price list is present only at the final stage.<\/p>\n<p>The implication is that content marketing is not an optional extra for travel businesses in India. It is a primary customer acquisition channel, particularly for independent travellers and the growing segment of experiential travellers who research extensively before booking.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"SEO_for_Travel_High_Competition_High_Returns\"><\/span>SEO for Travel: High Competition, High Returns<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Travel is one of the most competitive categories in search. Terms like &#8220;best places to visit in Karnataka&#8221; or &#8220;budget hotels in Bangalore&#8221; attract enormous search volume and have well-funded competitors with years of SEO investment. Ranking for these broad terms requires sustained effort and significant domain authority.<\/p>\n<p>The more productive approach for most travel businesses \u2014 particularly smaller operators and boutique properties \u2014 is to focus on specific, long-tail search terms where the competition is lower and the searcher&#8217;s intent is more specific. &#8220;Coorg coffee plantation stay with activities&#8221; or &#8220;4-night Rajasthan heritage circuit from Bangalore&#8221; attracts fewer searches but the people making those searches are significantly further along in the buying process and more likely to book.<\/p>\n<p>Local SEO matters for travel businesses with a physical presence. A hotel in Coorg that ranks well in &#8220;hotels near Raja&#8217;s Seat&#8221; Google Maps searches will capture bookings from guests who are already in the decision stage. Google Business Profile optimisation \u2014 complete property information, high-quality photos updated regularly, and active review management \u2014 is necessary for any property-based travel business.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Paid_Search_for_Travel_The_Channels_That_Work_in_India\"><\/span>Paid Search for Travel: The Channels That Work in India<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Google Search Ads are the most direct paid channel for travel businesses targeting high-intent searches. A campaign bidding on terms like &#8220;Rajasthan tour packages from Bangalore&#8221; or &#8220;Andaman trip planner&#8221; reaches customers who are actively searching for what the business offers, at the moment they are searching.<\/p>\n<p>The economics of paid search in travel require careful management. Cost per click for competitive travel terms can be substantial \u2014 Rs. 50 to 200 per click for popular packages \u2014 and the conversion path from click to booking often involves multiple sessions and touchpoints. Attribution is more complex than in categories with shorter decision cycles.<\/p>\n<p>Meta&#8217;s advertising platforms \u2014 Facebook and Instagram \u2014 work well for travel in India, particularly for the inspiration and consideration phases of the buyer journey. Travel content \u2014 photography, short video, destination reels \u2014 performs well on Instagram, and Facebook&#8217;s targeting capabilities allow travel businesses to reach specific demographic and interest segments relevant to their offerings.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Managing_Reviews_and_Reputation\"><\/span>Managing Reviews and Reputation<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Reviews are disproportionately important in travel. A TripAdvisor rating, a Google review score, and the content of those reviews directly influence booking decisions in a way that few other categories match. A property with 200 genuine reviews averaging 4.6 stars has a material conversion advantage over one with 40 reviews averaging 4.0, regardless of price positioning.<\/p>\n<p>Active review management \u2014 requesting reviews from every guest, responding to every review including negative ones, and addressing recurring complaints operationally rather than just in responses \u2014 is a direct business performance activity in travel, not just a marketing one.<\/p>\n<p>User-generated content \u2014 guest photos, social media tags, travel blog mentions \u2014 provides authentic social proof that formal marketing cannot replicate. Businesses that create shareable moments and make it easy for guests to tag and share them build a stream of content that amplifies their marketing without proportional additional cost.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Email_Marketing_and_the_Repeat_Traveller\"><\/span>Email Marketing and the Repeat Traveller<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Travel businesses in India significantly underinvest in email marketing relative to its potential return. A past guest who had a positive experience is the highest-value prospect for a future booking \u2014 they have already demonstrated willingness to pay and have direct experience of the product&#8217;s quality.<\/p>\n<p>An email list of past guests, maintained and communicated with consistently \u2014 not just with promotional offers but with genuinely useful destination content, seasonal guides, and early access to new packages \u2014 produces repeat bookings at a fraction of the acquisition cost of reaching new customers through paid channels.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Reducing_Platform_Dependency\"><\/span>Reducing Platform Dependency<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>One of the highest-value strategic goals for travel businesses in India is reducing dependence on aggregator platforms like MakeMyTrip, Booking.com, and Cleartrip. These platforms charge commissions of 15 to 25 percent on every booking they intermediate. A business that can shift even 20 to 30 percent of its bookings to direct channels \u2014 through its own website, direct phone, and WhatsApp \u2014 substantially improves its margins without changing its pricing.<\/p>\n<p>Digital marketing investment, particularly in SEO and email, is the primary lever for building direct booking capability. A website that ranks well for the relevant search terms, combined with a past-guest email programme, creates a direct channel that compounds over time and becomes increasingly independent of aggregator dependence.<\/p>\n<p>If you run a travel or tourism business in India and want to discuss how a structured digital marketing programme can improve your bookings and reduce aggregator dependency, our team at <a href=\"https:\/\/onecity.co.in\">OneCity Technologies<\/a> in Bangalore is available. Contact us at +91 99023 30233.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>The travel and tourism industry in India has recovered substantially from its 2020-2022 disruption, and the businesses that invested in digital marketing during the lean years are now reaping disproportionate &hellip; <\/p>\n","protected":false},"author":1,"featured_media":52904,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[66,67],"tags":[],"class_list":["post-52891","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-seo-digital-marketing","category-website"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v25.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Digital Marketing for Travel and Tourism Businesses India - OneCity Technologies<\/title>\n<meta name=\"description\" content=\"Many Tourism and Travel industries doesn&#039;t know the benefits of Digital Marketing and Website Design. In this article we have covered some of the benefits that a Tourism, Homestays, Hotels and Resorts can get from Digital Services.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/onecity.co.in\/blog\/10-reasons-why-the-travel-and-tourism-industry-require-digital-marketing\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Digital Marketing for Travel and Tourism Businesses India - OneCity Technologies\" \/>\n<meta property=\"og:description\" content=\"Many Tourism and Travel industries doesn&#039;t know the benefits of Digital Marketing and Website Design. 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Monu Borkala","image":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/onecity.co.in\/blog\/#\/schema\/person\/image\/","url":"https:\/\/secure.gravatar.com\/avatar\/802f45680c523d48a51f22d709417bd64771e95b5903715a8b722ad9abe8e94d?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/802f45680c523d48a51f22d709417bd64771e95b5903715a8b722ad9abe8e94d?s=96&d=mm&r=g","caption":"L.K. Monu Borkala"},"description":"L.K. Monu Borkala is a digital marketing strategist with over 20 years of hands-on experience in search engine optimisation, content strategy, and performance marketing. As founder of OneCity Technologies Pvt Ltd (CIN U72100KA2009PTC048911) \u2014 a Bangalore-based digital marketing agency established in 2006 \u2014 Monu has built and executed SEO campaigns for more than 650 clients across India and the UAE, spanning industries including education, real estate, healthcare, retail, and professional services. Monu's approach to SEO is grounded in first-principles thinking rather than tactic-chasing. Over two decades, he has navigated every major Google algorithm shift \u2014 from Panda and Penguin to the March 2026 Spam Update and December 2025 Core Update \u2014 and built content frameworks that remain stable across update cycles because they prioritise genuine expertise signals, verifiable authorship, and user-first content architecture over short-term ranking manipulation. In the education sector, Monu has overseen digital growth strategies for PU colleges, coaching institutes, and higher education institutions across coastal Karnataka, including institutions in the Mangalore and Moodbidri regions. This direct education-sector experience informs the E-E-A-T framework applied to all YMYL education content produced under his editorial oversight. Monu serves as Editor-in-Chief and Senior Reviewer across OneCity's content production, ensuring that every article carrying a byline from the content team has been assessed for accuracy, topical authority alignment, and algorithm compliance before publication. OneCity Technologies Pvt Ltd | CIN: U72100KA2009PTC048911 | No. 1869, 2nd Floor, D, 1st Cross Rd, near Mahakavi Kuvempu Metro, 2nd Stage, Rajajinagar, Bengaluru, Karnataka \u2013 560010 | +91 99023 30233 | sales@onecity.co.in","sameAs":["https:\/\/onecity.co.in\/author\/lk-monu-borkala","https:\/\/twitter.com\/OnecityDigital","https:\/\/www.linkedin.com\/company\/onecitytechnologies","https:\/\/x.com\/onecitytech"],"url":"https:\/\/onecity.co.in\/blog\/author\/onecityblogs\/"}]}},"_links":{"self":[{"href":"https:\/\/onecity.co.in\/blog\/wp-json\/wp\/v2\/posts\/52891","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/onecity.co.in\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/onecity.co.in\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/onecity.co.in\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/onecity.co.in\/blog\/wp-json\/wp\/v2\/comments?post=52891"}],"version-history":[{"count":15,"href":"https:\/\/onecity.co.in\/blog\/wp-json\/wp\/v2\/posts\/52891\/revisions"}],"predecessor-version":[{"id":55289,"href":"https:\/\/onecity.co.in\/blog\/wp-json\/wp\/v2\/posts\/52891\/revisions\/55289"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/onecity.co.in\/blog\/wp-json\/wp\/v2\/media\/52904"}],"wp:attachment":[{"href":"https:\/\/onecity.co.in\/blog\/wp-json\/wp\/v2\/media?parent=52891"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/onecity.co.in\/blog\/wp-json\/wp\/v2\/categories?post=52891"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/onecity.co.in\/blog\/wp-json\/wp\/v2\/tags?post=52891"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}