In Leisure Travel, do you sell the Steak or the Sizzle?

Are you selling hotel rooms or couples getaways? Are you promoting you vacation rentals or your great accommodations for family reunions? Which should you sell? The product (steak) or the benefits (sizzle)?

In leisure travel, most people search for the steak – meaning your units, as in the following keyword phrases:
Orlando Vacation Rental
Palm Springs Resort
Lake Geneva Hotels

Once they get to your website, you need to create “empathy” – especially with visual images – that shows the sizzle. Families splashing in the pool. Couples holding hands walking the beach or dining under the stars. You want people to see themselves in these images so they know they are in the right place and should stop and look around (at your accommodations).

While most people search for the steak, many people also search for the sizzle, as in:
Ski In Ski Out Breckenridge
Orlando Rental near Disney
South Beach Oceanfront Condo

So there it is. In leisure travel you should be selling both your units as well as your benefits, advantages, differentiators in price, location, amenities and services.

Sell the steak and the sizzle. That’s what vacation shoppers are searching for.

Posted by Joel Fellman on 11/17/2009 9:45:56 AM 0 Comments

Follow Us