travel websites

The Power of Images on Travel Websites

Published January 24, 2014 | By Clark Norton

Victoria Falls at dawn — an unforgettable image. Photo by D.E. Cox, two-time Society of American Travel Writers photographer of the year.

In my travel writing for magazines, I confess I’ve sometimes felt like my words were there more to frame the pictures than to tell the story.

National Geographic Magazine, I’m told, always starts with a portfolio of superb photographs on a topic, and then builds a story around them, rather than have story ideas drive the decisions.

As I noted in a recent post, words — or content as they are now known on the Web — are crucial for conveying information and are the ultimate reason why most people go to a travel website.

But it’s the visual images — if done well — that become seared in our brains and very possibly lead us to choose one destination over another, even if only subconsciously.… Continue reading →

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What Makes for a Great Travel Website?

Published January 22, 2014 | By Clark Norton

A photo from the Visit Finland website, one of the world’s best designed travel sites.

A few weeks ago I analyzed some of the top travel websites in the U.S. and around the world, focusing primarily on design.

Design is crucial, but there are other key elements to creating great travel websites as well — whether the site is focused on a destination, a tour company, a travel agency, a resort, a hotel, a restaurant, cruise line, or other travel purveyor.

Today I’m going to talk about content, and in days to come I’ll focus on various other elements.

Content: Everything hinges on it. Travelers — and potential travelers — want information first and foremost. It should be clear, accurate and up-to-date. That means professionally written, thoroughly researched, and current.

Professionally written: When you read a sentence — any sentence — its meaning should be clear. It should… Continue reading →

Posted in Baby boomer travel, Marketing | Tagged baby boomer marketing strategies, baby boomer travel, baby boomers, content marketing, marketing baby boomer travel, travel marketing, travel websites | Leave a comment

According to government and private surveys:

Leading-edge baby boomers (born between 1946 and 1955) and seniors account for four out of every five dollars spent on luxury travel today.
Roughly half the consumer spending money in the U.S.--more than $2 trillion--is in the hands of leading-edge baby boomers and seniors.
Baby boomers (born 1946-1964) travel more than any other age group.
When asked what they would most like to spend their money on, baby boomers answered “travel” more than any other category, including improving their health or finances.