It's best to review the effectiveness and efficiency of your approach of utilising different touchpoints through the customer journey to influence purchase. For example, some travel businesses may be exploiting the latest SEO techniques better. If your competitors are gaining visibility through related questions, or featured snippets, for example, then that is a missed opportunity. It may be publishers are doing well with in-depth articles, which gives opportunities for advertising or PR activities with them. Integrating a variety of channels into travel strategy can increase reach and conversion. However, what is sometimes missed in the travel sector is the retention of loyal customer. Providing an experience which is positive in all aspects will result in repeat purchase – they are unlikely to try a different airline or OTA if they have received the best possible deal, dynamic package, and feel a sense of safety with your agency. This will be looked at in more detail in a later section. Get the full story at Smart Insight