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Category Archives: Google

Your Success Guide to AI for Tourism

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In 2023, AI was the talk of the town…or more accurately, the talk of the whole world!

Last year, AI stirred up plenty of excitement and conversations about how this new revolutionary technology can help businesses, research, medicine, education and industries. This was coupled with plenty of questions and concerns around safety, privacy and whether it will replace jobs.

Now in 2024, many have learnt a bit more about AI’s benefits and most have played with AI tools like ChatGPT and new AI platforms are being developed at lightning speed.

As this e-book debuts, AI's dynamism becomes evident with new use cases, new platforms, and new concerns emerging daily making any static resource about AI potentially obsolete within days. So much so that we’ve written this guide multiple...

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10 Trending Marketing Strategies for Tourism in 2024

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The travel bug is buzzing again, and 2024 promises to be a year of exciting growth for the tourism industry. With a landscape reshaped by the pandemic and evolving traveller preferences, it's crucial for businesses to stay ahead of the curve. The increasing use of AI-powered tools is driving more personalised content creation, effective data tracking, and better understanding of your customer journey. Embracing digital technologies will be integral to businesses of all sizes to take advantage of the continuing growth of tourism. 

Let’s explore 10 trending strategies we’ve identified that could shape marketing in 2024! 


1. You will use more AI

During 2023 we saw the rise of AI in our daily lives as well as in marketing. In 2024 we expect to see the application of AI...

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25 Digital Marketing Strategies for Tourism

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Digital marketing is an ever-evolving part of promoting your tourism business. With new tools and technologies being developed constantly it's vital to keep on top of the latest strategies available to you. That's why we continue to provide a wealth of content in the form of eBooks, articles, and webinars to assist with your learning journey!

Our Tourism Tech Talks series in 2023 delivered 5 digital marketing webinars with 5 strategies shared by subject experts in each. These 25 strategies are summarised below covering: Something New, Something Reliable, Something Underrated, Something DIY, and Something Trending. The five key digital marketing topics are:

  • Social Media Marketing for Tourism
  • Google Strategies for Tourism
  • Brand, Design & Storytelling
  • Technology &...

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Translating GA4 for Tourism

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Demystify Google Analytics 4

The major shift from Universal Analytics (UA) to Google Analytics 4 (GA4) has been progressively phased in by users since it's launch in October 2020. However since July 2023 it has become the only option offered by Google with the sunsetting of UA.

In this article, we'll delve into some the features offered by GA4 which were presented by Renee Goodsell in our webinar "Translating GA4 for Tourism". We also share a recording of our Tourism Tech Talks webinar that covers these strategies in more detail along with additional questions from tourism businesses.


1. Something New: Calculated Metrics

Now you can create your own custom calculated metrics!

A Calculated Metric allows you to create a formula using data that Google automatically...

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Google Analytics 4: How To Build a Custom Report

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If you have some metrics that you prefer to see in Google Analytics reports but there's not one report that provides exactly what you are after, you can create your own customised report using the new "Explore" tab in GA4.

While this may seem like an advanced feature, it's not as complex as it sounds! The best way to discover how to do it is by simply trying to create one yourself. We are providing this step-by-step guide to help get you started, once you have the hang of it you will find this a valuable feature of GA4.


Step 1: The Explore Tab

The first task is to go to the Explore tab, it's found in the left-hand navigation bar that pops out. Then, select "Free form". 

You can use the blank option too however the Free Form is a great one to start with for your first try...

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Technology & AI Strategies for Tourism

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Embrace technology & AI to help your business succeed in tourism

Love it or hate it, technology offers significant advantages for supporting tourism businesses to promote and sell what they offer in the digital world. 

In this article, we'll delve into technology tips, including AI powered tools, for tourism recommended by our digital performance expert, Lez Gunnion. We also share a recording of our Tourism Tech Talks webinar hosted by Lez that covers these strategies along with additional questions from tourism businesses.


1. Something New: AI Chatbots

Chatbots are found on a website as a pop-up that allows visitors to the site to ask questions in a live chat format. They are used to provide automated customer service, answering questions to solve issues, and to...

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