As customer tastes evolve over time, it is important that businesses are not only taking note, but making efforts to meet those changing needs. Small business internet marketing campaigns, including those of travel companies, have to be targeted so the intended audience not only receives the message, but becomes engaged.

According to the Irish Times, Tourism Ireland is one of several travel companies that is trying to expand its presence in China. With international trips from the Asian country growing from 10 million in 2000 to 83 million in 2012, the Times reported, China is now the third-most lucrative outbound travel market in the world.

With that in mind, Tourism Ireland is working with a Chinese company to try and increase Chinese tourist numbers from 17,000 in 2012 to 50,000 per year in the next five years.

"Due to rapid urbanization, rising disposable incomes and the relaxation of restrictions on foreign travel, the number of Chinese people traveling overseas has grown by an average of 22 percent per year since 2000, and forecasts for the next decade suggest an even greater rise," Tourism Ireland CEO Niall Gibbons told the news source.

Gibbons added that even though the number of Chinese visitors is currently small, they spend more than the average tourist and will usually stay for longer periods of time.

Trends like this are what travel companies must stay aware of so they can create and develop targeted internet marketing initiatives that cater to a specific customer interest.