This article tackles the topic of local SEO and addresses the travel agency industry. It provides you with real life figures collected through our clients from this field. From digitalization to the optimization of your online visibility, we give you some tips and best practices to increase your online performances. 

Increase of online actions 

Customers’ habits have changed over the past decade. Envies and needs evolve and companies have to keep up with it. In order to understand the ever growing importance of digital in this industry, we gathered data provided by Google My Business between 2018 and 2019 on our current customers from this field. 

This table below focuses on the travel agency in general, and highlights the sharp increase in different key elements. This data basically depicts how people are looking for you, and thus why it is important for your business to present updated and consistent information throughout the Internet. It sends a positive sign to the customer that’s looking for you, and definitively influences them in their decision making process.

Travel agency data on GMB

Some vocabulary to all be on the same page: 

  • Indirect searches: searches not directly targeting your brand
  • Direct searches: Searches clearly mentioning your brand
  • Itinerary requests: Internet users clicking on the “Directions” button on Google Maps
  • Phone calls: People calling from the phone number on your Google My Business’ listing
  • Click on the website: How many people clicked on your website pages.

Additionally, as for every industry, reviews are becoming increasingly important for both customers and businesses. Customers check online reviews, average score and so on before deciding to go to a business or not, and businesses use GMB as a showcase for their shops, they can use it to spread their values through answering reviews, or even communicate better by having thorough information.

Travel agency review data on GMB

These figures illustrate that people are leaving more and more reviews from their experience with travel agencies like yourself. Therefore, you should take them seriously and manage them accordingly. 

Increase your online visibility

In order to increase your online visibility, you have to follow different steps. But know that having created listings for each of your shops and providing basic information such as your business’ name, address, phone number and a few pictures is already boosting your online visibility. 

In case you don’t have listings for all of your businesses, you should: 

  • Request the ownership of a business profile if someone else is owning it, or if no one owns it
  • Create your missing Google My Business listings so that each of your local business has one
  • Delete any duplicates you can find 

Moreover, you should diffuse your information on as many platforms as you can, such as directories and GPS (Waze), Social Media (Facebook) and search engines (Google, Bing).


In order for your businesses to appear higher on search results, you need to add your main business’s category and you can add up to 9 other sub-categories. That way, if a user types in “Cruise agency”, they will find you if you provided this information, and you’ll appear higher than other supermarkets that did not provide this information.

Categories for travel companies on GMB


Attributes allow you to describe your business, its services and facilities. You can quickly  inform your customers if you can take online appointments, or if you accept cheques for instance. 

They also have an impact on local SEO: it allows your business to appear on search results that were not specifically addressed to your business. For instance, if you specified in your attributes that you have a wheelchair accessible car park and that an Internet user types in “ travel agency with wheelchair accessible car park”, even without typing in your brand’s name, you will appear on the search results. 

Attributes for travel companies on GMB

Finally, you can use a feature called Google Posts to communicate with your customers about special offers, events or Covid-19 updates; in short, about what is going on in your local business. We recommend you to use the “EVENT” post that remains visible for more than 7 days on Google My Business.

Get found!

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