By Marina Petrova, Bruce Amick, and Jonathan Elkoubi
Places. at Arival 360 San Diego 2022
Last week, we introduced our new product, AI-powered content solutions, and received a lot of great questions. We’ll be addressing many in the next blog post, but as Jonathan heads to Arival 360 San Diego, we thought it would be a fun idea to illustrate our AI-powered products for our travel activities industry friends.
It’s not a secret that creating content can, frankly, be a pain. It is expensive, and often takes forever to produce. Only a few have the energy and the patience to go through the content update process on a regular basis – most travel activities businesses would update their product descriptions or website copy a couple of times a year, or less frequently exactly for these reasons.
While it’s a pain to produce content, it is often even more painful to have this content be discovered by customers. It’s the same tough story for everyone, whether you are an attraction, a distributor, or a tour operator. With Google rules changing frequently, and the number of websites, apps and social media posts growing exponentially, it often feels like a daunting task to cut through all that noise.
But as obvious as it sounds, your customers will not make a purchase if they don’t know about you and your amazing product.
See how this can be different with AI: at a fraction of a cost and times faster
Instead of telling, we thought we’d show. All names in the below example are fictional. Any resemblance to real companies is purely coincidental. But our solutions are, of course, real.
There is a product called Happy Sightseeing Pass at a destination called Happy Places.
Product: A sightseeing pass that includes 10 attractions that a customer can visit in 3 days.
Customers: Domestic and international visitors. 95% are domestic now.
- Happy Sightseeing Pass sells direct from their website
- They also resell through a major distribution platform to 36 OTAs and aggregators
- Happy Sightseeing Pass works with 12 receptive operators
- 18 Physical POS at Visitor Centers and retail outlets.
So, a total of 67 points of sale, online and offline.
Happy Sightseeing Pass uses search ads, social media ads, some SEO, trade shows, joint programs with a Happy Places DMO for its marketing efforts.
After several rounds of revisions, the Happy Sightseeing Pass marketing department has created a description for its pass.
“If you're looking to explore a new city, Happy Sightseeing Pass is perfect for you! Save up to 60% on admission to top attractions, museums, and tours, plus enjoy free transportation and discounts on food and shopping. With Happy Sightseeing Pass, you'll have everything you need to make the most of your visit. Enjoy unlimited, hassle-free access to the best of the best. The Happy Sightseeing Pass also includes a complimentary city map and guidebook.”
This content is then sent to 67 resellers. But because the Happy Sightseeing Pass content is a collection of attractions and museums, there is a good chance there are at least 134 versions of the same description about an attraction – each of the attractions works with the same 67 resellers to sell their attraction, additional to the pass product. So, what’s wrong with that?
One of the top rules for successful ranking on Google is having unique content: “Avoid creating duplicate content. Duplicate content generally refers to substantive blocks of content within or across domains that either completely match other content in the same language or are appreciably similar.”
Out of 134 versions, 133 will be considered duplicate content - extremely unlikely they’ll all get to the 1st page of Google.
So they advertise. Happy Sightseeing Pass needs to advertise not only to outrank competition, but also to compete with its own distributors. Everyone tries to increase the CPC bid. You know the story: keep spending more on paid search just to keep from disappearing entirely.
Then, Happy Sightseeing Pass becomes our client. Here is what we are doing for them to help them get discovered by their customers across multiple touchpoints. These are oversimplified examples just to illustrate how our AI-powered solutions can easily solve the content pain.
Data to analyze audience interests.
We have aggregate data on what customers are asking on Google and on social media as well as some additional data provided by the Happy Sightseeing Pass team. So we know for a fact what people are interested in.
Apart from the obvious questions, like “where to buy?” there are queries like:
Can I buy and gift Happy Sightseeing Pass card on my Costco membership?
How does Happy Sightseeing Pass work?
Is Happy Sightseeing Pass worth it?
We have tens of thousands of those questions that people ask about Happy Sightseeing Pass.
- We feed data to our AI algorithm.
One of the questions we at Places. are often asked is “So, how does AI know what to write about?”
We teach AI with lots and lots of data.
There is not much point in creating any content, based solely on personal assumptions of what customers are looking for. Especially, when we know exactly what customers want.
- Create content.
Now that AI knows the subject matter, it can generate content that Happy Sightseeing Pass needs, IN MINUTES. By the way, it’s not just AI – we have editors who fact-check, review, and edit content.
And we start by creating 67 versions for the Happy Sightseeing Pass resellers, so that they each have 100% unique, plagiarism-free content for Google to be #happy.
Here is two out of 67, assuming there are slightly different content styles involved:
“If you're looking for a unique and affordable way to experience all the sights and attractions Happy Places has to offer, look no further than the Happy Sightseeing Pass. This product offers tourists and locals alike a great value, giving them access to a variety of attractions for a fraction of the cost. Whether you're interested in history, art, nature, or just want to explore the city, Happy Sightseeing Pass has something for you!”
“There are a lot of sightseeing passes products out there, but what makes the Happy Sightseeing Pass special? Well, for starters, it offers incredible value for money. With 10 attractions included, it's easily the most comprehensive sightseeing pass available. Enjoy free entry to attractions like Happy Museum, Happy Observation Deck and the famous Happy Ferris Wheel. But that's not all. Happy Sightseeing Pass is also the only pass that offers free transportation and deals on food and shopping. If you're looking for the best way to discover Happy Places, Happy Sightseeing Pass is the perfect choice!”
- We track performance and see how content performs. If any changes are needed, we quickly make those.
- We update that content regularly, at least once in a couple of months. Sometimes more often.
The above was only for a short product description. There are blog posts, landing pages, email newsletters, white papers, travel trade brochures, and more.
For example, here is the same product description turned into a paragraph for a guest blog post on a Happy Places DMO website.
“Our all-inclusive Happy Sightseeing Pass offers tourists and locals alike amazing value for money, with access to top experiences and attractions. Plus, there's no need to worry about planning your itinerary – our team of experts have put together the best routes and deals to make the most of your time in town! So what makes our sightseeing pass so special?
Here are just a few reasons:
- Our passes include entry to top attractions, such as Happy Attraction 1, Happy Attraction 2, and Happy Attraction
- We also offer a wide range of tours and experiences, from helicopter rides and wine tastings to city tours and Happy shows
- Happy Sightseeing Pass is valid for 10 days, so you can visit your favorite attractions at your leisure
- You get amazing value for money, with access to top experiences for a fraction of the price
- We're the only sightseeing pass provider with a 100% satisfaction guarantee, so you can be sure you're getting the best possible service.”
Again, oversimplified. We can’t fit long-form copy into a short blog entry, but we now produce a lot of content every day that helps our clients stand out with targeted, relevant stories. During this week only, for one of our clients we delivered 80,000 words. And it was 3 times less expensive than what this client used to pay earlier. And x10 times faster.
Catch Jonathan at Arival and let us know how we can help your business get discovered through AI-powered and data-driven content.