Last week, we began discussing what travel suppliers should be looking for in a visual content management system (CMS). Our first criteria was scoring of visuals, which helps travel marketers audit their visuals for optimal distribution across the web. We will now focus on tagging of visuals and how it can benefit your property.
Your visual CMS should allow for tagging of visuals with meta-data to increase OTA content score and aid in personalized marketing. Personalization has become a major factor in online conversion as 69% of travelers are more loyal to a company that personalizes their experiences (Think with Google). Online traveler “personas” are determined by various demographics, previous searches and purchases, loyalty information and much more. Travelers today want to see content that is relevant to their wants, needs and interests. Meta-tags make this possible so that travelers searching for a romantic honeymoon trip are not shown images of children splashing in a pool, for example. This personalized content leads to increased engagement and bookings online.
ICE Portal’s tagging system, known as PrecICE tags, offers marketers over 400 travel and hospitality specific meta-tags. Users are able to add multiple tags to images to provide relevant context. Every major distribution channel uses tags for their images, however, there is no industry standardization. Because of this, ICE maps the PrecICE tags to the corresponding tags on major channels. Visuals delivered with meta-tags to OTAs improves content score and ranking and therefore increases bookings.
Check back next week to learn about tracking of visuals and how it can benefit your property!
ICE Portal helps clients manage and distribute visual content to over 11 million unique visitors a month on 1,000s of travel and local websites around the globe in nine languages. To know more about us visit our social profiles on Facebook, Twitter, LinkedIn or Google+; visit ICEPortal, or give us a call at (+1)954-893-6778. We would love to hear from you!