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The travel industry is competitive. Going on vacation is expensive and people tend to spend ridiculous amounts of money vacationing around the world. For the brands who compete in the travel space, there is a constant struggle to stay innovative and stand out from the competition. That’s where quizzes come in, with their interactivity and stickiness, quizzes can really put you one step ahead of the competition by entertaining perspective customers while driving new leads.
We’ve seen some awesome examples from companies that have utilized quizzes in their marketing strategy and would like to highlight those examples so you can replicate them for your own travel site.
Part 1: Three ways to use quizzes in the travel business
1. Quiz idea #1: Where should you go?
Going on a big vacation is such an investment of time, you want to make sure you’re going to the right place before spending all that money. Who better to recommend a place than you? As an expert in the travel industry, you can provide a credible voice telling people where they would enjoy going on vacation.
Using the Interact personality quiz maker, you can set up different destinations as personalities and then correlate people’s interests to different places on the planet. Then, in the results you can provide a call to action for each destination. For example, a link to learn more about the destination if you are a travel content site or a link to book travel if you provide packages for that.
2. Quiz idea #2: How much do you know about? MindWare has an innovative business. They combine global expeditions with conferences so you can learn and travel at the same time. One of their upcoming events is a Safari in Africa combined with a few keynote speakers and days of learning. To drum up interest for the event and increase their social presence, Mindware worked with Interact to create “How much do you know about Safari?” which asks fun questions about the African plains.
Check out the Safari quiz here.
3. Quiz idea #3: Where should you live?
The quiz the helped launched the massive rush of quizzes recently was “Which American City Should You Actually Live In?” which has been replicated many times with nearly equal success. People are curious about their living decisions and you can capitalized on that as a travel site. If you do reviews, you can tie the results to review pages of the recommended place, if you do travel planning you can link to pages where people can book flights and lodging in their recommended place to live.
This quiz seems to be the same as the first example here, but the difference is in the kind of user you will attract. Whereas with the vacation quiz you will attract an audience that’s already searching for a place to go, with this quiz you’ll be reaching a group of people who are curious and can be turned into leads over time.
Part 2: Tips for writing travel quizzes
While in general travel quizzes can be written like normal quizzes – for which there is a guide here, they do have some specialties that I’ll go over in detail in the following few bullet points.
- Choose from the three titles above (but add your own spin). These three examples have tested to work very well. While I’m sure there are other topic choices that can become very successful, these have done well time and again. At least for your first quiz, stick with one of them.
- Write like you would to a friend. Travel is usually done with family and friends. When looking for travel recommendations and research, we want to feel as if we are in good hands. Write your quiz questions and results in a personal and fun tone like you would if you were recommending a place to go to a friend.
- Create results with sharing in mind. While your quiz will provide direct ROI when people click through your results to check out offers on your site, the main way a quiz can really expand your business is through social traffic. When people finish a quiz about where to travel for example, that’s a fun and share-able snippet to put out on Twitter and Facebook. Make sure your quiz results are optimized for that – meaning they should be fun and make the person sharing look good.
- Go hyper-visual. Travel is an industry that’s dominated by visuals. When we go on vacation we come home with hundreds or thousands of pictures that we insist on sharing with all of our friends who really don’t care that much. Make your quiz visual and beautiful to give people wanderlust.
Travel is an industry with lots of competition – and that means there’s also lots of money up for grabs as people spend billions each year researching their travel destinations. You can use a quiz to make the travel search process more enjoyable and pull away from your competition.