Arival 360: TikTok, Content Creation and Tracking Conversions

At the first day of Arival 360 San Diego and Online, we dug into some of the most pressing topics in digital marketing

Reading Time: 4 minutes

Arival 360 San Diego and Online kicked off last week with a series of sessions on digital marketing and roundtables covering issues for owner operators, looking at how the post-pandemic visitor experience will change, and examining diversity, equity and inclusion.

Arival CEO, Douglas Quinby, presented key findings from the latest Industry Pulse Series: The State of Tours, Activities & Attractions report, available for free. It shows operators are feeling more positive about 2022 and that online sales are surging. Read more here.

Arival 360 | SAN DIEGO 2024

30 September – 3 October 2024

Insider Pro Access Members Save 20%

THE event of the year for solutions-focused In-Destination Experience
creators and sellers

Save up to $660 with the Spring Savings ticket

Learn More

Following that, the virtual stage was handed over to digital marketers focused on the experiences sector. Here’s what we learnt about analytics, content marketing and TikTok.

Every Operator can be a TikTok Creator

You — an experience operator — are a digital creator, Stephen Joyce, industry veteran, said while explaining that short-form travel video content is one of the most popular niches on social media. Video is better for SEO than blogs, is the most shared online, and it’s all about storytelling. 

The best way to work out how to do it is to begin to dip your toes into the waters of TikTok and watch what others are creating, he said. Videos hashtagged travel and bucket list travel have millions of views already, and once you like them, TikTok will show you more.

“If you’re an activity operator,” Joyce said. “Videos about your activity are a great way to showcase the experience that your guests will have. [Point-of-view] videos are super popular. If you’re a destination-based operator, showcasing a landmark or secret location is a great way to make your audience feel like an insider.

“Don’t worry too much about likes and views at the start. Your audience will be small. That’s natural — it’s going to take time for you to build your audience and your communities, so don’t worry about that.”

Joyce went on to give tips about how to create short-form video. Write a script and learn it well so that you can ad-lib around it. This sounds like a huge task, but the videos are short. “A handy reference when you’re writing your script is that 150 words is equal to about one minute,” he said. However, most videos should only be 15 to 30 seconds when you start — and that means you only need to use two or three video clips. 

How to Build Pillars for your Content Marketing

Arival 360: TikTok, Content Creation and Tracking Conversions Ben Finch
If you’re starting out at content marketing, make sure you have pillars to build your work on top of — Patrick / Unsplash

Content marketing is the most powerful type of marketing, and one of the best at converting lookers into bookers. Marica Brewster from the Von Mack Agency took Arival 360 through one the basics of making sure you have content pillars. 

These are three to five topics related to your business that you write about and that are differentiated from your competitors and broad, but not boring. The pillars will form the basis of all your communications, and your online targeting.

“You want to have a point of difference. You want to talk about that point of difference, you want to go off on that. Use this in your digital ad creative, social, in your terminology in Google ads, and then choose as targeting as well.

“You’re going to [choose the targeting] with affinity groups, you’re going to do it with the things that they love and behave and follow online. And then make sure that your ads have that verbiage in there. And also a sense of urgency.”

By doing this, operators can find those who are interested in their experience online, reach them, get them on their site — and retain them as customers.

Is Your Google Analytics Tracking Conversions Correctly?

Arival 360: TikTok, Content Creation and Tracking Conversions Ben Finch
Many operator websites will be tracking conversions incorrectly — Angel Silva / Unsplash

Operators — and any online business — should be making sure their conversions on Google Analytics are reporting correctly, Brian Nicholson from Blend Marketing said. Sessions — or website visits — can often be set up incorrectly so that a single visit can appear as two or three. This is because sets are often set up with their booking engine appearing as a separate website.

If Google Analytics isn’t explicitly told that the session can span sites,” Nicholson said. “It assumes that these sessions are completely different people. That means that two unrelated sessions were recorded and only one transaction was recorded. Instead of a 100% conversion rate, we have a 50% conversion rate. And this conversion rate error impacts multiple reports.”

This can impact everything from Google Ads to content marketing and landing page performance, so that it appears as if these pages aren’t performing. 

Fixing issues such as this can be a matter of contacting your restech to see if they can fix it, or it may require enabling cross-domain tracking to tell Analytics that there are two sites to track conversions across.

Tickets for Arival 360 San Diego start at $716 for small operators who are Insider Pro Access members. Become a Pro Access member and gain easy access to all of the Arival Accel series of virtual events and premium research for a full year, starting at just $179

Arival 360 San Diego tickets and Arival Insiders Pro membership provide complete access to Arival 360 Online. Tickets are $299 for non-members


Sign up to receive insights tailored for the in-destination industry as well as updates on Arival.

Sign Up
Print Friendly, PDF & Email


already a member?

Lost your password?


Become an Arival Insider

Included in Free Membership

Included in Arival Pro Membership

The Arival on-demand video library archive
Access to the entire library of over 150 video sessions and webinars

Short, digestible research & trends reports delivering insights into our industry, such as The Tour Operator Outlook for 2021. articles
Topical articles about marketing, tech, operator business and operator stories in all areas of tours, activities & attractions & experiences

Job board access
Find a job from our regular listings, post a resume to the talent network and learn strategies from the job resources articles

New webinars
Helpful, instructional sessions covering subjects such as Mastering Facebook Ads, Grow Your Business and How To Work With OTAs — topics to help advance your business.

Discounts on all Arival in-person events
20% Discount on all Arival in-person events (save up to $300)* based on business type

Arival ProShield – Insurance program
Access to tailored insurance solutions by Granite Insurance is available exclusively for Arival Insider Pro Access Members. Insider Pro Access Members also have access to a suite of resources from Granite Insurance including templates, forms and other informative documents.

Insiders Pro Access member exclusive webinars
Paid membership-only webinars to deepen your understanding of important industry topics.

Job postings & talent directory
Post jobs & connect with candidates most applicable to your business.

Private roundtables to connect, learn and engage
Small, focused and intimate discussions exclusive to Arival Insider Pro Access members.

Full access to Arival’s library of in-depth reports
Up to date, deep analysis of tourism topics ranging from Self-guided Tours to Sales & Distribution Trends and Outlooks, based on the data that defines the industry.

The latest on-demand videos
Over 350+ on-demand videos featuring hot topics in tours, activities & attractions

Insider discounts in digital marketing, tech, e-learning, and more
Save money on additional tools, services and learnings you need to run your business. Exclusive to paid members.

Membership Overview

At Arival, we believe travel can make the world a better place. Our mission is to establish and inspire a diverse community of individuals and companies in the In-destination Industry by providing opportunities to gain insight, share knowledge and build connections. To make it possible for true collaboration, creativity, innovation, and idea exchange to thrive, we are committed to facilitating a welcoming and respectful community for all. This Conference Code of Conduct shares our community expectations and applies to all attendees, employees, exhibitors, speakers, sponsors, volunteers, and other participants at Arival- produced and sponsored events. We empower all participants in our community to actively engage in creating a friendly, inclusive and safe environment for all.

Arival’s core values include the following, and create an expectation for conduct at our events and in online community spaces:

We demonstrate a deep respect for human beings inside and outside our company and for the communities in which they live.
We value integrity and strive to consistently interact with others in ways that are authentic, ethical, and fair.
We are dedicated to transparency, committing to clear, open and honest communication.
We actively pursue and advocate for inclusion, diversity and representation of varying cultural backgrounds, perspectives and ideas

Arival welcomes people from all cultural backgrounds, and does not discriminate on the basis of race, color, creed, gender (including pregnancy, perceived pregnancy, childbirth, breastfeeding, or related medical conditions), gender identity, religion (including religious dress and grooming), marital status, domestic partner status, genetic information, age, national origin or ancestry, military or veteran status, sexual orientation, physical or mental disability, or any other basis protected by federal, state, or local laws.

Accordingly, participants must refrain from displaying any demeaning, harassing, aggressive, or intimidating behavior or materials that would interfere with others’ experience and participation in our community.

If you witness or are subjected to inappropriate or disruptive behavior or have any other concerns, notify an Arival staff member as soon as possible.

Inappropriate or disruptive behavior will not be tolerated. Arival reserves the right to refuse entry to or remove any party from any event or community space at any time when participation or behavior create a disruption or hinder the event or enjoyment of the event by other participants. All determinations are at the sole discretion of Arival, and the decision of the Arival team will be final. Severe breaches of this Conference Code of Conduct may result in disqualification from participating in future events. Individuals expelled due to violating this Conference Code of Conduct will not be eligible for a refund or other consolation.

If you have questions regarding this Conference Code of Conduct or its implementation, please contact us at [email protected].