Mark Lewsey, head of marketing at Accord Marketing, outlines what digital action to take following the release of the Global Travel Taskforce.

Traffic lights, green watchlists, PCR testing, locator forms and so on – feeling a little in the dark about the latest report from the Global Travel Taskforce? We’re not surprised.

There’s been a lot of frustration bubbling in the industry from the lack of clarity and clear direction for international travel resuming in the summer, but that’s not to say we can’t start moving this spring.

Clients are information seekers right now, which means it’s important to use this time to inform and inspire cruise clients.

Here’s our list of top tips:

Website

• Optimise landing pages for green list search terms
• Have a central Covid-19 update page to reference travel taskforce plans, including links to government advice
• Create a primary banner in the header, linking to a Covid update page
• Consider incoming updates on traffic light status by preparing dynamic search filters and product drivers

SEO

• Update hub content for featured snippets, answering key questions, for example, “when can I travel to X?”
• Write blog content around what the updates mean for cruise customers
• Build infographics to showwhat the three colours mean
• Incentivise travellers with discounts covering PCR testing and run offers as viral PR

Paid social

• Keep inspiring with carousel ads advocating low-risk destinations
• Use interest targeting based on ad destinations
• Create instant experience ads to demonstrate Covid protocols

PPC

• Run smart bidding to ensure competitive bidding on green destinations
• Include ‘green list’ and ‘green light destinations’ keyword derivatives to trigger ads

For more information go to accordmarketing.com.