Traveling is amazing, the experiences, the memories, the views, the people, it’s all got a magical vibe to it. Your job as a marketer in the tourism industry is to convey that amazingness to potential customers and make an impression that web visitor won’t be able to forget.
One great way to do this is with personalization. If I know of a specific place to go within a country I’m considering visiting and feel a personal connection to that place, I’m more likely to make a trip out of it. That’s where quizzes come in. Doing a small informal survey, I found that among people I know who travel, the pre-travel planning often lasts months or even years. During that time people often know they want to go on vacation, but sometimes don’t know where or what specific activities to do.
Using quizzes, you can subtly become part of that planning process by getting shared on Facebook and quietly inserting yourself into the conversation.
What this article is not: A guide for making a travel quiz (we have one of those here).
What this article IS: A step-by-step set of guidelines to Facebook travel quiz strategy that will be successful.
Part 1: Essential elements of a tourism quiz that deserves to be shared
The subject: Needs to appeal to our need for a personal invite
Think about the last five parties you went to – for each one you most likely received a personal invite. It would be odd to attend events you weren’t directly invited to, and most of us don’t.
That translates to tourism, if we feel like we are personally invited to go somewhere, that place is much more appealing. Take for example the quiz below created by Discover Jordan, a tourism site for the country of Jordan. They created a quiz titled “Where should your next adventure in Jordan be?” that fits right into our desire for a personal invite.
Their method works pretty much anywhere, just use a personality test to help people discover where they should go in your part of the world.
The questions: Need images
Think about how many pictures your tourists take, then think about how many images your website has. Tourism is a very visual industry, we like seeing natural and man-made beauty while on vacation.
It might seem obvious that you should have lots of images in your quiz, but it’s an important thing to not forget. Check out this question from the Jordan quiz mentioned above – it’s basically all pictures and looks awesome. Including pictures of your destinations inside the quiz is a nice subtle way to build up anticipation before you even tell people where they should go.
The results: Need positivity
The goal of your quiz is to reach more people on Facebook who may be shopping around for travel destinations. Quiz results that are positive and uplifting get shared three times more than quiz results that are not positive.
Take a look at the result from the same Discover Jordan quiz we’ve been following. It’s not over-the-top positive about your result, but it does make you feel good about yourself.
The results: Need a call to action
Once you’ve given your quiz taker a result (somewhere they should go), provide an opportunity to keep the conversation going. That could mean a long-form article about the recommended spot, or a link to book vacation packages, it’s up to you, but the important thing is to have that link.
Take for example the quiz result below, created by Visit Blackpool. It’s a personality quiz telling you which attraction you are most like. In each result there is a link to book a visit to see “your” attraction. This makes perfect sense, once I found out which thing I am most like I obviously want to check it out, and the quiz provides me with the opportunity to do just that.
Part 2: Strategy for sharing and getting people on your site
The key: Close the loop
You want to get social traffic from your quiz, so it doesn’t do you any good if you make a quiz only to see the social shares pointing to a website domain other than your own. That’s why we set up Interact quizzes to run on a closed loop. You create your quiz, share it out on all the social networks, and point the share links back to your site where the quiz is embedded.
The quizzes are white labeled and look like a part of your website, so there is no leakage of traffic to another domain, not even ours.