PADI continues to drive more direct business to its global membership of 6,600 PADI Dive Centers and Resorts in over 180 countries.
“We continue to ensure that PADI Members hold the best reputation in the industry and are making it easier than ever before to attract new consumers to their businesses,” explains Kristin Valette Wirth, Global Brand and Membership Officer for PADI Worldwide. “We are driving business down the funnel for PADI Members with our continued media coverage enhancing their reputation and consumers now having the ability to discover and book with them through Google Things To Do.”
Strengthening Membership Reputation Through Global Media Exposure
PADI continues to invest in enhancing the reputation of the global membership to drive more business their way, with the organization’s 2024 global public relations (PR) efforts resulting in over 10,000 pieces of coverage in 120 countries and a 90% share of voice.
PADI Members were celebrated in some of the most popular news outlets on the planet, including TIME Magazine’s “World’s Greatest Places”, Condé Nast Traveler’s “Bright Ideas”, and Travel + Leisure’s “20 Best Scuba Diving Destinations”.
“We are constantly investing to ensure the PADI brand remains the most recognized name in scuba diving and positioning PADI Members at the forefront by sharing their authentic and inspiring stories with the world,” continues Valette Wirth. “Doing so positions the PADI Members as the premier business leaders for consumers to seek adventure and save the ocean with.”
Driving Consumer Conversions with Google Things To Do
PADI Dive Centers and Resorts can now list their diving experiences on Google Things To Do, one of the most powerful experiential planning features in the world, through the PADI Adventures platform. The integration allows PADI Members’ offerings to appear on Google Search, Maps, Travel, and Business Profiles, directing consumers straight to Members’ listings on the PADI Adventures booking page.
With over 82 billion visits in September 2024 alone, Google.com is a top global source for trip planning, with PADI Members who create Google Things To Do listings benefiting from offering a seamless booking experience and boosted conversions – making it easier than ever for divers )and future divers) – to find, compare, and book directly with PADI Members.
“According to Arival’s ‘2024 Global Operator Landscape Study,’ the majority of small to medium-sized tour operators still haven’t activated Google Things To Do,” explains Valette Wirth. “This presents a unique opportunity for PADI Members to gain a competitive edge by leveraging this high-visibility platform and obtaining more bookings.”
For more information on how to best optimize exposure through media coverage and Google Things To Do, please reach out to your dedicated PADI Regional Team.
