As well as a fun and fictional name - like Solo Travel Sarah, Corporate Catrina, or Vacation Dad Victor. Then, compile all of your information into a guest persona template with a stock image to put a face to the data. Send out a guest survey to get more details.Refer to Facebook Audience Insights for psychographics, such as interests and hobbies, lifestyle, and online spending behaviour.Start by combing through your booking data for common demographics like age, gender, geolocation, and language.Plus, you’ll know the best way to reach them. Thinking of them as a real person before check-in will make it so much easier to craft personalized marketing messages they won’t be able to resist. It answers who they are, where they’re from, what matters to them, and where they hang out online. How do you go about doing that? Create a guest persona! What’s a guest persona?Ī guest persona is a detailed description of a fictional character that represents your ideal guest. That way, you can be more effective with your targeting because you’ll understand what makes them tick, or better yet, what makes them book. Instead, go after 20-35% of people most likely to enjoy your experiences. That’s probably one of the biggest tourism branding mistakes. If you try to appeal to everyone, you’ll wind up appealing to no one. Looking at the example above, you can see there’s a trend towards a local experience, so the value proposition for this company could be something along the lines of: Experience Hanalei Bay the local way with a paddleboard that looks nothing like a rental. Try to answer at least five questions each, and then summarize what you come up with in a 2×2 SWOT grid for a visual overview. Like for Strengths, you can ask, “what does our tour company do well?” and “what do guests like about our experiences?” Weaknesses, “what areas of the business need improvement?” and “what do our competitors do better?” As for Opportunities, “is there an underserved market we can tap into?” and Threats, “are there new regulations that impact our business?” First, answer a few questions that relate to each element. Once you have everyone together - in the same room or Zoom meeting - you can start the process. For instance, your tour guides know your guests the best and can offer insight into what they’re thinking and feeling. Why? Because each representative will bring a unique perspective, allowing you to get outside of your business owner bubble. To help you with this step, it’s a good idea to round up key members of your team across departments. In contrast, Opportunities and Threats are external factors that come and go randomly, leaving you with no other choice but to react and adapt - such as travel trends, economic downturns, and your competitor landscape. Strengths and Weaknesses are internal factors that you can control, like your team, resources, and location. Run a SWOT analysisĪ SWOT analysis is a fun exercise that identifies your company’s Strengths, Weaknesses, Opportunities, and Threats. So, are you ready to come up with a master plan? We’ll cover what goes into marketing strategies for travel and tourism, which includes a:įollow along by downloading our free 8-Step Marketing Strategy Workbook. And if things change drastically, as we witnessed in 2020, you’ll always have a foundation to build off and make adjustments. All while giving you a way to track your progress so that you can be confident you’re heading in the right direction. In other words, it provides a framework, so you’re not floundering around, wondering what to do next. What is a tourism marketing strategy?Ī tourism marketing strategy is a structured document that outlines your current position in the marketplace, what you hope to achieve going forward, and how you’re going to make that happen. Instead, it’s far better to have a well-thought-out marketing strategy in place. But if you’re always throwing tactics at the wall to see what sticks, you’ll likely waste resources, fall behind your competitors, and miss out on future opportunities. Sure, it’s important to be nimble to changing conditions, such as tourism marketing trends, algorithm updates, employee churn, and evolving technology. You should never leave your marketing up to chance.
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