Welcome to a special episode of This Week in Marketing! Our focus today is travel marketing and our guest is Corey Falter of Lure Agency. Corey is a marketing expert and specializes in the travel and hospitality industry. Tune in as we breakdown marketing techniques in the crazy world of travel!

travel, journey vector logo design template. trip around the world or historical monuments icon. flat illustration


Questions from Segment 1:

  1. Tell us about yourself and your career in the travel + hospitality industry.
  2. How has the concept of marketing in travel + hospitality changed throughout your career?
  3. What would you say are some of the most important factors in how travel + hospitality companies present themselves – either online or offline?
  4. What are some of the most common challenges/mistakes travel + hospitality companies make when marketing themselves?
  5. What are some of the big marketing/online trends in travel + hospitality?

Questions from Segment 2:

  1. What are some of your favorite websites from the travel + hospitality industry? Why do you like them?
  2. Developing a website for a travel + leisure company – resort, hotel etc. requires a lot of moving parts. Which would you say are the most critical to success?
  3. What are some of the biggest elements that many tend to overlook? Where are the most common snags in the customer journey?
  4. How can small companies in the travel + hospitality industry create a website that draws people in over sites like Expedia, Kayak, Travelocity, etc.
  5. For startups in this industry, what are some easy web design tasks that can be managed without the help of an agency? When do you recommend seeking out professional website help?

Questions from Segment 3:

  1. Content marketing and SEO in travel + hospitality is much different than other industries. What would you say are a few characteristics that are unique to the T + H from a digital marketing perspective?
  2. Say I’m a new resort in town trying to get my footing. What are some of the most important ingredients to building a strong brand in this industry?
  3. T + H is an incredibly personal industry. This is mainly because the bulk of the experience is in-person. Online personalization is a huge trend these days. How have these two phenomena crossed over the years? How have brands brought the personal experience they offer to customers on the web?
  4. In your experience, which channels/digital marketing tactics do you see as most effective in the T + H industry?
  5. How would you recommend I go about allocating my marketing budget?

Questions from Segment 4:

  1. Let’s touch on reviews. These are crucial in the T + H industry. Other than simply providing an amazing experience, how can businesses use reviews to scale?
  2. If I’m a new T+E hotel, resort, restaurant, etc. looking to build my online presence (with little to no knowledge of digital marketing), what are the first 3 things you would tell me?
  3. Say my hotel, resort, etc. has been around for years and I’m struggling to bring in new business. Should I seek out a brand new website from scratch? Or should I focus on updating my old one?
  4. As the world becomes more connected and accessible with emerging tech, how do you think this will impact the T + H industry in 5, 10 or even 20 years?


“This Week in Marketing” Hosts:

Kevin Svec – Host & Travel Writing Expert

In addition to being the host of This Week in Marketing, Kevin is the Chief Content Strategist at E2M Solutions Inc. Kevin loves to write and support companies with their content efforts. When he isn’t writing, editing, or planning out content strategies for clients, he is working on his travel recommendations website, Impulsive Wanderlust. Impulsive Wanderlust gets deep into important travel considerations. For example, his most recent article is on choosing the right climbing harness.

Sam Wheeler – Co-host and AMA San Diego President-Elect

Sam Wheeler is loving his role as AMA San Diego’s president-elect. Sam is an expert in all things digital marketing and has worked with Fortune 500 companies as well as smaller DTC businesses.  Some of Sam’s current projects include Layla Sleep, AutoNation, and more!