SEO for Tavel Brands

Travel brands 'need direction before SEO'
06/04/2009

SEO should be used for developed brands

Issue Codes Search engine optimisation Travel and Transport

Web-based travel firms have been advised by an expert to develop a "strong vision" before developing a search engine optimisation (SEO) strategy.

Steve Sherlock, managing director of car rental comparison site Oodles.com, said it is a better strategy to set out a clear vision and then use it as a springboard for further innovation, rather than immediately focus on SEO and search engine marketing, according to e-Travel Blackboard.

The executive, who is a speaker at EyeforTravel's Travel Distribution Summit Asia 2009, said search engine Google is a good example of how to establish a brand through a "very strong vision".

He said: "Long-term value is built into a brand when consumers can imagine your brand being around well into the future."

Mr Sherlock added that SEO "takes time to kick in" and it is important to first develop a "clear direction" for a travel brand to take.

Figures published by Hitwise in January indicated that the number of UK-based online searches for flights have decreased by some 42 per cent in the past 12 months.

The group attributed this decline to increased consumer caution due to fluctuating exchange rates and the current market uncertainty.