No Standard Solution, but Strategies
T.A.I.: Your agency KITICON Global Networks is comparatively young. What is special about it?
Tina Kirfel: "As you rightly realise, we are a young, dynamic agency. We currently work with a highly motivated team of around 20 people and that's exactly what our customers feel. Our strength lies in the fact that we don't think in old patterns, but break new ground."
T.A.I.: What does this look like?
Tina Kirfel: "We combine fresh ideas with sound marketing expertise, especially for the tourism industry. We focus on measurable results, i.e. lead generation, increasing the conversion rate (editor's note: a KPI – key performance indicator from online marketing that reflects the ratio of website visitors to actual purchases, transactions or downloads as well as newsletter registrations) and targeted communication. Our customers don't get a standard solution, but strategies that fit their market and target group."
Deep Understanding of Travellers' Needs
T.A.I.: You have specialised in tourism with KITICON. Why this industry in particular?
Tina Kirfel: "I come from the tourism industry myself and have got to know it from many different angles. It's emotional, diverse and constantly changing! What particularly excites me is that it's all about real experiences. And that's exactly what we try to convey in our marketing. We translate a passion for travel into effective communication that makes people want to book."
T.A.I.: In what form?
Tina Kirfel: "Thanks to my many years of experience in the tourism and cruise industry, including at Hapag Lloyd Cruises and Silversea, I have developed a deep understanding of the needs of travellers and can incorporate this perspective into our work."
T.A.I.: What services does KITICON offer specifically for travel agencies or tour operators?
Tina Kirfel: "In the B2B sector in particular, we rely heavily on mobile lead funnels - in other words, intelligent campaign structures for every conceivable placement in order to generate new contacts in a targeted manner. Many travel agencies and tour operators are now faced with the challenge of remaining digitally visible and building trust at the same time. We help them with customised marketing strategies, funnel concepts and the right content support."
SEO, Content and AI
T.A.I.: Since you're talking about visibility - what role does search engine optimisation (SEO) play in this?
Tina Kirfel: "A very big one. Visibility starts with the right keyword strategy and that's exactly where we focus. We analyse how the selected target groups search online, which terms are relevant in the respective markets and then use these insights in a targeted manner, for example in texts, blog articles or in the structure of websites. GEO, not to be confused with geotargeting, is particularly topical. GEO stands for “Generative Engine Optimisation” – a new approach in digital marketing that focuses on designing content in such a way that it is optimally processed and displayed by generative AI search systems such as ChatGPT, as users' search behaviour is currently undergoing massive changes. We have well-trained experts who develop and implement customised strategies for our clients."
T.A.I.: How does KITICON approach content?
Tina Kirfel: "We provide our clients with holistic support, from editorial planning and content creation to community management. We pay attention to brand identity, tonality and target group accuracy. Our aim is to create content that not only looks good, but also sells. And as efficiently as possible."
T.A.I.: To what extent does AI (artificial intelligence) already play a role in your work?
Tina Kirfel: "AI is now an integral part of our daily work, be it in copywriting, keyword analysis or campaign management. However, we don't use AI tools to replace human creativity, but to support it! This allows us to react more quickly to market trends and work more precisely. And, of course, we also advise our customers on the professional use of AI in marketing."
Cooperation at Eye Level
T.A.I.: Many agencies talk about ‘performance’ - what does that mean for you specifically?
Tina Kirfel: "For us, performance is not a buzzword, but a promise. We think data-driven, but at the same time creatively. Whether “social ads”, SEO or newsletters - we measure what works and optimise continuously. This is particularly important in tourism because purchasing decisions are often emotional, but also driven by price and time."
T.A.I.: How do you manage to maintain a personal relationship with your customers despite all this speed?
Tina Kirfel: "We attach great importance to close collaboration on an equal footing. Many of our clients stay with us for years because they know that we not only deliver, but also think along with them. As a smaller agency in particular, we have the advantage of being able to react flexibly and provide customised support. We are not an anonymous service provider, but a strategic partner."
T.A.I.: What do your clients particularly appreciate about KITICON?
Tina Kirfel: "That we don't just process orders, but really engage with their goals and challenges. And that we can do tourism. Our customers realise that we speak their language, understand their target groups and have the right feel for topics, timing and tonality. Added to this is our high level of technical expertise – from automated lead generation to conversion optimisation."
T.A.I.: Where is KITICON heading in the coming years?
Tina Kirfel: "We are continuing to grow together with our customers - both nationally and internationally. Tourism remains our centrepiece, but we are also tapping into new sectors. What drives us is the combination of a passion for travel, digital excellence and the desire to create sustainable momentum and initiate real change."
