The relationship between a brand and its customers is all too often transactional and stilted, with companies only getting in touch when they want to sell a product. This is a trap that travel marketers should avoid for a number of reasons.

Nurturing long-term relationships has many benefits, including loyalty, higher customer satisfaction, better conversion rates, and repeat business.

Added-value content that helps to improve a customer’s experience once they have already bought from a travel company will continue to build a relationship with that individual and increase their chances of booking again in the future. When comparing holidays, flights, accommodation or tours where the decision often comes down to the cost, it’s the little extras that will make your business stand out from the others.