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Tourism Marketing: A Guide to Effectively Market Your Tours and Experiences

Discover how to strategically promote your tours with our comprehensive guide on tourism marketing and elevate your brand visibility today

by Janelle Visser | 2 February 2024

If you build it, they will come, as the adage goes. But in today’s digital age, where anyone can build anything and put it online in moments, the question becomes: how will they find — and choose — you? 

In the dynamic world of tourism experiences, the key to attracting travelers lies in successfully marketing your tours, activities and attractions. And it’s not just about attracting tourists, it’s about creating unforgettable connections that turn one-time visitors into loyal advocates for your brand. 

Marketing is consistently ranked by Arival event attendees as one of the most important topics they are looking for insights on. As traveler preferences and booking habits change, so do the most effective ways to market to them. 

In this comprehensive guide, we will delve into the evolution and strategies of marketing for travel and tourism in today’s digital era, providing actionable insights for tour operators and attractions, and answering key questions that every tour operator grapples with. From crafting a marketing strategy to understanding the components of a successful tourism marketing campaign, we’ll explore how to navigate the competitive and ever-evolving landscape of tour, activity and attraction marketing, and create lasting connections with your guests.

Here’s what we’ll cover:

What is Tourism Marketing?

The evolution of tourism marketing, how to create a tour marketing strategy.

• Conduct Thorough Market Research
• Identify Your Target Audience
• Understand Your Customer Needs and Expectations
• Create Unique Selling Propositions (USPs)
• Build a Strong Brand
• Consider Offline Marketing for Tours
• Embrace Digital Marketing Strategies
• Leverage Modern AI Technology
• Take Advantage of the Current Trends
• Monitor and Evaluate Your Strategy
• Navigating the Future of Tourism Marketing with Arival

At its core, tourism marketing is a strategic approach to promoting destinations, tourism products and services to tourists. For operators, this primarily means promoting your tour, activity or attraction offerings. The aim is to understand and meet the needs and wants of travelers, creating memorable experiences that encourage reviews, repeat visits and referrals. 

In the context of the global tourism economy, where according to Arival’s latest data the in-destination experiences industry is expected to be worth $270 billion in 2024. Tourism marketing plays a pivotal role in the success of travel businesses, helping them to stand out above their competitors and serving as the bridge that connects them with their target audiences of travelers.

As travel marketing company Blend ’s Managing Director put it recently in an interview with Arival, “The simplest way to define [marketing] is what comes to mind when someone thinks about your brand or experience. And what you do through your marketing channels is help shape that perception.”

The landscape of marketing in tourism has undergone a profound transformation since the early 1900s when the Michelin Guide first encouraged motorists to explore the world beyond their own towns. Progressing from traditional tourism promotion methods like brochures and word-of-mouth recommendations to the digital age of Google searches and social media influencers, technology has played a pivotal role in shaping how destinations and experiences are promoted. 

Fast forward to today, where the advent of short-form video marketing and generative AI has added new dimensions, allowing every tour, activity or attraction operator to engage travelers in innovative ways. These tools provide opportunities for engagement, personalization, and storytelling that were once unimaginable, and have become integral to captivating the modern traveler.

Successful marketing for tourism starts with a well-defined marketing strategy, which will help ensure the effort and resources you put into marketing are effective. The following steps will help guide you through the creation of a marketing strategy for your tour, activity or attraction company.

1. Tour Marketing Strategy

Understanding the market is the foundation of any effective strategy. Thorough research into customer demographics, travel patterns, and consumer behaviors will provide invaluable insights as you create your marketing strategy. 

Arival conducts regular tourism market research to assist tour, activity and attraction businesses with this process. For example, Arival’s latest consumer research on the 2024 U.S. Experiences Traveler found that day tours are on the rise among U.S. travelers , and that younger millennial and Gen Z travelers in particular are moving away from traditional sightseeing tours and looking for more experiential tours , such as culinary tours and immersive experiences. See Arival’s latest research here . 

2. Identify Your Target Audience

Targeting your tourism marketing plan to a specific audience is crucial, as this will enable you to enhance the relevance of your offerings, improve engagement, and maximize the effectiveness of your marketing efforts.

Identifying your target audience involves a strategic process that combines market research as described above, data analysis, competitive analysis and customer profiling. Google and social media platforms, for example, offer analytics tools that provide insights into the age, interests, geographic location and income bracket of your followers, that can help you to develop detailed buyer personas that represent your ideal customers, and create a plan to reach and engage these audiences. 

In addition, analyzing the target audience of your competitors will help you build on this and identify gaps or underserved segments in the market that your tourism marketing plan can effectively target.

3. Understand Your Customer Needs and Expectations

Conducting tourism market research and identifying your target audience will help you with this step. Once you have an idea of who your target customers are, you can discover what their needs and expectations are, and how to develop a marketing strategy to reach them effectively. 

For example, if you offer sightseeing tours and you have identified younger Millennial and Gen Z travelers from the U.S. as a demographic you want to market your tours to, you will need to go beyond sightseeing to attract this demographic, according to the latest Arival research . 

How can you make your tours more immersive and experiential, and reflect this in your marketing to engage this demographic? Anticipating and meeting your customers’ needs and expectations can lead to higher customer satisfaction, fostering reviews and repeat business. Personalization is key.

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4. Create Unique Selling Propositions (USPs)

One of the challenges a tourism marketing strategy needs to solve is how to make you stand out above your competitors. Why do tourists choose some travel experiences over others? One way to differentiate your offerings is by identifying and highlighting unique selling points (USPs) that resonate with your target audience.

Let’s say you have identified younger Millennial and Gen Z travelers as a group you’d like to target with your marketing efforts. In your city there are multiple competitors offering similar tour products to yours, however you’ve realized that this target audience has an affinity for food tours. You find a way to work elements of culinary tourism into your sightseeing tour offering and your marketing to set yourself above your competitors and offer something unique in your region.

5. Build a Strong Brand

A consistent, strong brand fosters trust and ensures your tour company is memorable in the minds of potential guests. You’ll be hard-pressed to find someone who doesn’t recognize the logo of an apple with a bite taken out of it, or doesn’t know where the phrase “just do it” comes from. 

Brands are about more than creative logos and catchy slogans, however. Building a robust brand for your experience business involves defining a clear identity with a focused mission and incorporating those USPs described in the previous step. Then, reaching out to your target audience through engaging storytelling and content, bolstered by a strong online presence, will enable your customers to build an emotional connection with your brand. Ensuring you’re delivering high-quality customer experiences to your target audience is crucial to building trust in your brand, and encouraging positive reviews is essential to building your brand’s reputation and ensuring ongoing brand success. 

Arival Insider Pro Access members can learn more about the importance of building your brand here. 

6. Consider Offline Marketing for Tours

Before we go too deep into digital marketing in tourism, it’s important to recognize that traditional methods like print advertising, brochures, and partnerships with local businesses still have relevance and can complement digital marketing strategies.

Many travelers are still waiting to book their things to do until they are in-destination, which means there is an opportunity to meet these travelers where they are. For example, working with destination marketing organizations (DMOs) and other regional tourist organizations that operate tourist information centers can enable you as a tour or experience operator to get printed promotional material about your experiences physically in the hands of tourists looking in person for things to do. Reach out to destination marketers in your region to take advantage of this offline marketing opportunity. 

7. Embrace Digital Marketing Strategies

As travelers increasingly use digital channels to discover, plan and book their travel, operators can and should leverage a range of digital marketing strategies to effectively promote their tours and engage with potential customers. 

From Google Things to do to search engine optimization (SEO), from social media strategy to working with influencers, from effective email marketing to impactful content marketing, a strong tourism marketing plan will incorporate a variety of digital marketing elements to bring a wider audience to the top of the funnel, and engage with them throughout the funnel at various stages of their discovery, planning and booking journey.

Arival has developed a number of guides and articles to help experience operators navigate the world of digital marketing for travel and tourism. Here are a few resources:

• An Essential Guide to SEO for Tours & Activities
• Content Marketing
• Your Guide to Influencer Marketing in Travel and Tourism

8. Leverage Modern AI Technology

The popularity of AI in 2024 cannot be understated, however many companies in the travel industry have been using AI in various forms long before the release of ChatGPT in late 2022 brought Generative AI, or Gen AI to the forefront. Gen AI, though, has made it a lot more accessible for travel businesses and tourism marketers without a lot of technical expertise to integrate AI to personalize customer experiences, generate targeted content, and enhance decision-making in marketing strategies for tourism. 

Many companies in the marketing for tourism space have developed tools and resources for tour, activity and attraction businesses, some of which are listed on Arival’s list of AI Resources for Experience Operators . Find out more about what’s the latest with AI in travel and how tour and attraction businesses are using it at the next Arival event. 

9. Take Advantage of the Current Trends

Staying up-to-date with the latest digital trends in marketing for travel and tourism is essential to stay relevant and get ahead of your competitors. 

For example, over the last couple of years, short-form videos on platforms like TikTok have risen dramatically as a channel for travelers — younger Millennial and Gen Z travelers in particular — to find inspiration for travel experiences. Incorporating vertical and short-form video in your tourism marketing will help you engage this audience, enabling you to meet travelers where they are online and present the experience offerings of your tour, activity or attraction company in a format your audience is familiar with.

@j_buzzi I don’t think I’ll ever get over how amazing bioluminescence is! 🤯🌌 #bioluminescence #getupandgokayaking ♬ Another Rain (From “Halo 3: ODST”) – DS Music

Justin Buzzi , founder of Get Up and Go Kayaking , jumped on the vertical video trend and attracted millions of views and over one million likes on TikTok with this short bioluminescence video.

10. Monitor and Evaluate Your Strategy

A strategy without evaluation is like a ship without a compass. Regularly assess the effectiveness of your marketing strategy using key performance indicators (KPIs). KPIs to monitor the effectiveness of your marketing strategy could include website traffic, conversion rates, social media engagement, booking levels, and customer reviews and ratings. Consistent monitoring and evaluation ensure that you not only navigate the course but also make agile adjustments, keeping your strategy aligned with the ever-shifting tides of the tourism market.

1. What are the key components of a successful tour marketing campaign?

Success lies in a well-researched strategy with clear targeting built on tourism market research, compelling USPs that speak to the needs and expectations of your target audience, and a strong brand built on a balanced mix of offline and digital marketing, as well as a compelling tourism experience product itself. All of these components work together to make for a successful marketing strategy. 

2. How often should I reevaluate and update my tourism marketing strategy?

In the world of tourism marketing, trends and traveler preferences change rapidly. Check in regularly with travel trends (and let Arival research guide you). While you might evaluate the effectiveness of your overall strategies quarterly to stay responsive to market changes and ensure your strategy remains effective, more frequent monitoring of individual social media channels, website KPIs and SEO will help you be that much more effective.

3. How can I optimize my website for tour marketing purposes?

Your website is your digital storefront. Prioritize content marketing , then optimize for search engines ( learn more about SEO here ), ensure seamless user-friendly navigation and online booking system capabilities for both computer and mobile booking , incorporate visually captivating elements like photos and videos, keep your pricing and product listings up to date, and update your content regularly. 

4. Are there any specific strategies to attract international tourists?

To attract international tourists, consider ways to tailor your marketing messages for the specific regional audiences you’re interested in reaching. Look at tourism market research and trends for the different regions you intend to target — what works in the U.S. might not work in Asia and vice versa. Your local and regional destination marketing organizations (DMOs) may be able to help with this, as destination marketers often conduct research on the international travelers coming to your destination. Consider utilizing multilingual content to reach a broader range of potential travelers, and explore partnerships with international travel agencies. Check out Arival’s list of OTAs organized by geographic region to help you identify potential distribution partners in other languages and regions.

5. How important are customer reviews and testimonials in tour marketing?

Customer reviews and testimonials play a crucial role in tour marketing, acting as powerful social proof that influences potential customers. Positive reviews build credibility and trust, addressing concerns and reservations prospective customers may have. Encourage your satisfied customers to share their experiences on platforms like TripAdvisor or Google, or wherever they booked, and don’t forget to respond to these reviews, whether positive or negative.

6. What are some unique challenges in tourism marketing compared to other industries?

Tourism marketing faces unique challenges such as seasonality, unpredictable external factors (e.g., natural disasters ), and the need for real-time adaptability to changing travel trends. High competition demands innovative strategies to stand out, and the reliance on positive word-of-mouth makes ensuring customer satisfaction even in the face of unpredictable challenges critical. 

7. How can I use tourism marketing to cope with seasonal fluctuations in the industry?

To cope with seasonal fluctuations, craft seasonal promotions, diversify offerings to match changing preferences, and use marketing to highlight the unique experiences available during different seasons. Some strategies include implementing targeted off-season promotions, creating incentives for bookings during slower periods, and developing themed tours or events that align with seasonal interests and capitalize on festivals or holidays. Implementing dynamic pricing strategies , where prices vary based on demand, can also help maximize revenue during peak seasons and encourage more visitation during slower periods.

Navigating the Future of Tourism Marketing With Arival

Success in tourism marketing lies in learning about your audience, developing practical strategies to reach them, constant adaptation to keep up with changing market conditions and traveler trends, and utilizing tools and research like what Arival provides to stay ahead in a competitive landscape. 

Keep in mind that you don’t have to do this alone. There are multiple marketing agencies out there that specialize in marketing for travel and tourism companies, with some even focusing specifically on tours, activities and attractions. Check out our curated list of the tourism marketing agencies for tours and attractions here. 

Even better, join us at the next Arival event where we’ll dive into the latest tourism market research insights and trends in travel experiences, and share practical tourism marketing strategies and other actionable takeaways to help you reach your target markets, increase your bookings and grow your business.  

Become an Insider Pro Access member today and get access to the full library of Arival research, plus many other benefits such as free consulting sessions, special discounts and 20% off in-person events, starting from $179 per year.

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Who they are, what they want, and why they’re so important to operators and sellers of tours, activities & attractions. By: Anne Failing, Douglas Quinby & Janelle Visser

Since 2019, Arival has hosted one major event in Europe each year. For 2024-2025, we’re thrilled to offer two exciting events: Arival 360 | Valencia and Arival | Activate Edinburgh. Here’s a quick comparison to help you decide which event to attend—or why you might want to come to both:

• Scope : Flagship European Event with a global reach; up to 30% of attendees from outside Europe, including the U.S., Middle East, LATAM, and APAC.
• Audience : Experience creators, tech and distribution companies, and industry professionals from around the world.
• Arival Theater Content : Global topics including: over-tourism and sustainability, technology, distribution, European consumer and operator trends.
• Breakout Sessions : In-depth workshops on operational best practices, product expansion, AI, channel management, marketing tech, a Spain-specific track and an Innovation Showcase highlighting the most tech-savvy companies in our industry.
• Networking : Connect with leading OTAs and distribution companies, and build valuable partnerships.
• Location : Valencia, a stunning coastal city offering rich cultural experiences.
• Attendees : Approximately 800, providing extensive networking opportunities.
• Scope : Regional focus on the UK, Ireland, and the Nordic regions.
• Audience : Operators and industry professionals from the region.
• Content : Gain insights on regional topics like technology, distribution strategies, and hear from top regional tourism leaders.
• Breakout Sessions : Experience hands-on learning at Edinburgh’s top attractions and tours, with sessions on visitor experience, digital journeys and innovative tour development. In-depth sessions for companies at the beginning of their digital journey and more advanced sessions for people and companies looking to elevate their experience.
• Networking : With a more intimate setting. you’ll have more time to build deeper connections and create more meaningful interactions with your current and future partners including distributors, tech companies, DMOs and more.
• Location : Edinburgh, known for its stunning architecture and historic charm
• Attendees : Approximately 400, fostering an intimate peer-to-peer learning and networking environment.
• Global vs. Regional Focus : Valencia is a global event with an international audience, while Edinburgh is a regional event focused on the UK, Ireland, and Nordic regions.
• Event Size : Valencia hosts about 800 attendees, providing broad networking opportunities, whereas Edinburgh’s 400 attendees create a more intimate, focused environment.
• Content and Sessions : Valencia features global themes and advanced topics, whereas Edinburgh provides region-specific insights and hands-on experiential learning.
• Location Experience : Valencia providing a coastal escape and Edinburgh offering historic and iconic attractions.
• Who Will Be There: The most valuable part of Arival Events is the connections you make and the partnerships you build to grow your business. At Arival | Activate Edinburgh, you’ll engage with key industry players in the UK, Ireland, and Nordic regions. If your business focus is on these areas, Edinburgh is where you need to be. For those targeting broader European or global markets, Arival 360 | Valencia offers the ideal platform to network with international leaders and innovators. 

With limited opportunities for business development, learning, and networking in our industry, attending both events is a strategic move. By participating in both Edinburgh and Valencia, you maximize your exposure to diverse markets and influential contacts. 

However, if budget constraints or a specific regional focus dictate your decisions, choose the event that best aligns with your primary business goals. Join us in Edinburgh for regional insights or Valencia for global perspectives—or better yet, attend both to fully leverage the potential of Arival’s expansive network.

For service providers such as a restech or ticketing platform, distribution company, or other services including marketing, AI tools, etc., attending both gives you access to attendees from both markets to connect with your current customers and to meet new ones!

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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

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Tourism Marketing: Tools & Strategies That Will Set You Apart

The way we travel has changed. A lot. 

Years ago, destination marketing organizations (DMOs) would lean on travel agencies, billboards and brochures to attract tourists. While those strategies still have a place, tourism marketing has evolved and visitors want a different type of vacation than they did 20 years ago. 

Today’s travelers are savvy. They still might find a destination through a billboard or brochure, but they will do the bulk of their planning using a bunch of different channels like social media, blogs, and influencers. Your tourism marketing strategy must meet them where they are to be successful. 

So, what does resonate with today’s traveler, both digitally and in-market? 🤔

In this guide, we’ll dig into tactics, latest trends, and emerging tech that’ll help your DMO create stronger tourism marketing campaigns that resonate with your target audience 👌

What is Tourism Marketing? 

Tourism marketing creates brand awareness and generates buzz around a destination, online and IRL. 

Tourism marketing touches everything from DMOs to hotels, travel agents to tour operators, cultural sights to locally owned restaurants, campgrounds to cruise ships. 

Its primary objectives are to increase visitor knowledge, encourage travel, and assist people throughout the travel decision-making process. This means a tourism strategy must stretch from the planning phase to when a visitor arrives to experience all a destination has to offer. 

What are the major components of tourism marketing?

There are four major components of tourism marketing known as the “four A’s”: 

🛌Accommodation. Where to stay, from mom-and-pop establishments to short-term rentals 

🎢Attractions . Places to go/see, which will express the personality and history of your destination. Things to do for travelers of all stripes and preferences (thrill seekers, families, solo travelers… just to name a few!)

🛒Amenities. What amenities are on offer? These can be the special elements that make your destination unmissable

🚃 Access. The destination’s accessibility, which allows for a great travel experience across different types of travelers

These pillars answer essential questions for a prospective traveler — the “when, what, why, how and where?” — throughout every step of the travel experience. 

However, tourism marketers must rethink how to approach each of these buckets. 

The new generation of travelers want more out of their vacation. If they visit New York City, they want to see more than the Statue of Liberty and the Rockefeller Center. 95% of American travelers want to spend (at least some of) their trip experiencing something new and unique, and 42% of travelers want to explore Indigenous cultures and heritages on a trip.

The best way to tick all of these boxes is to use a wide range of tourism marketing strategies 👇

What are the Different Types of Tourism Marketing?

Tourism marketing can live on dozens of channels. Think social media, email marketing, advertising, cultural marketing, influencer marketing, out of home marketing, and print marketing… just to name a few.

Let’s take a closer look 👇

Content Marketing 

Tourism content marketing is a broad strategy that covers everything from blogs to social media videos. This content aims to give potential visitors as much information and advice as possible to persuade them to come to your destination and help plan their trip. 

The reason content marketing is at the top of our list is that even DMOs with limited budgets and bandwidth can use it to attract visitors. A really helpful written guide or Instagram Reel can build trust with an audience and put your destination on their radar to visit next. 

Examples of tourism content marketing include:

✍️Blog posts. Writing blog posts like how-to guides and itineraries about your destination are valuable ways to connect with your target demographic. 

📖 Visitor guides . Guides are a great way for DMOs to shoot their shot and brag about the best bits of their destination. This content strategy is perfect for highlighting authentic cultural experiences, fantastic places to eat/drink, and any attractions your destination has that visitors can’t get elsewhere.   

🎤Real person interviews. Interviews, case studies, and written content that tells your destination’s unique stories. These interviews are also a great way to share local knowledge so visitors can find activities and attractions off the beaten path. We recommend you capture these interviews on video so it’s easy to repurpose them for socials! 

Social Media/Influencer Marketing

Social media and influencer marketing is fast becoming the most impactful channel for DMOs. 

Beautiful Instagram images. Viral TikTok videos. Helpful content reels. These content strategies are all goldmines for DMOs to grab an audience’s attention and attract folks to their destinations. 

According to our 2024 Trends Report , 90% of DMOs believe influencer marketing will continue to have a big impact in 2024, which is hardly surprising considering roughly 50 million people worldwide class themselves as content creators. 

Simple. Travelers trust social media influencers (a lot) more than flashy marketing campaigns or shiny brochures. In fact, the overwhelming majority of people who follow an influencer will look to them for travel recommendations.  

Examples of tourism social media and influencer marketing include:

📸Images. Think Instagram posts, carousels, and stories that show off the best bits of your destination. 

🤳 User-generated content (UGC) . Repurposing content by folks who have actually experienced a place is arguably the best way to spread the word about a destination. Travelers will listen to other travelers about what place they should visit next.  🎞️Reels + short-form content. Videos and short, digestible Reels are a great way to get on your target audience’s radar.

@crowdriff love the ambition but we’re here to help take things off your plate, travel marketing besties 🫶 #marketingmemes #marketingproblems #marketinglife #travelmarketing #travelmarketer ♬ original sound – youngexwives

Email Marketing

This tourism marketing strategy is arguably the best way to talk straight to potential visitors. 

Creating personalized content to land directly in someone’s inbox can grab their attention, educate them about your destination and link them to other content. For example, an email could talk about a local event or announcement, and then link out to other content like blog posts or travel guides to keep them engaged.

Examples of tourism email marketing include:

📰Regular newsletters. Recurring newsletters (e.g. monthly or quarterly) can keep your audience in the loop about upcoming events and sustainability campaigns, or educate them about local history and heritage. 

🗓️Deals/events. Does your city have an annual event coming up? Or is there a sale at a local attraction that visitors can take advantage of? Announcing it over email is a great way to get the word out.  

Out of Home Marketing

Billboards? Events?

Yup, these tactics—known as Out Of Home (OOH) marketing—are still very valuable for DMOs. A recent Comscore study found marketing like billboards and events led to around 22% of online activity like social media searches and website visits. When OAAA Harris conducted a poll about billboards, it found almost 50% of people will search for a brand online after seeing an OOH advertisement. 

OOH marketing might not be the sexiest form of tourism marketing, but it’s still a great way to get on your audience’s radar. 

Examples of tourism out of home marketing include:

🗞️Billboards/advertising. This is large-scale shoutouts about your destination. Think roadside billboards to get the word out about your destination, or advertising for special events on bus stops/posters. 

🤝Trade shows/events. Meet-ups with other tourism operators are a great way to connect with other DMOs in your industry and get ideas. Example: The ECM Manifest brings European DMOs together to talk about sustainability, growth, and how to create collaborative experiences between countries. 

Unsure which strategies to prioritize for your destination? That’s okay! 

Let’s look at how these strategies can power your DMO to create content that resonates with your target demographic and brings more people to your destination 👇

Best Tourism Marketing Strategies 

Marketing changes quickly, but keep in mind: that a trend isn’t always a flash in the pan. Set your destination up for long-term success by investing in these core strategies.

Create Evergreen Content To Use Across Multiple Channels

Each piece of long-form content or video that you create won’t come cheap. DMOS need to be savvy with their valuable budget and ensure content has a long shelf-life. 

There’s a way to do just that. It’s called evergreen content. This type of content is basically stuff that won’t go out of date after a certain timeframe. For example, a DMO creating content about the Grand Canyon could put together a video about the history of the area as it won’t change— it will stay evergreen. 

The most savvy way for DMOs to use this strategy is to create evergreen content, and then chop and screw those original stories into bite-size pieces. These chunks of content can then be distributed across a multitude of channels in slightly different formats. 

Let’s say you interview a local business owner and it lasts for an hour. If you record this interview on video and ask them a range of questions (like where their favorite hidden gem in the area is, or what food visitors should try), this content can then be chopped up into chunks like: 

🤳Instagram posts. Even if you don’t mention the local business owner, the food recommended by them could influence a series of posts about the best places to eat in your area

🐦Tweets. If the business owner reminisced about a piece of history in the area, this could then be repurposed into a series of tweets to expand on it and give tourists more knowledge

📽️Short-form videos. Every question the business owner answered could be chopped into several short-form videos. These videos are perfect for social platforms like TikTok and Instagram to grab people’s attention 

If you go down the short-form video route, focus on making these chunks of content as engaging as possible. Experiment with mixing other images and videos you have on file with the interview videos to make it more interesting. For example, the interviewee may have mentioned a local festival they love. If so, splice the video of them talking with past footage of the festival to give visitors an idea of what’s so special about it. 

Now, doing this takes time. And without the right assets, videos can be… well, a bit blah 🥱 

We created CrowdRiff Intelligent Search to help DMOs find assets to match any campaign. For example, if you wanted more footage of the festival to splice into the interview, all you have to do is search for assets that you like and pick a platform for UGC content to be pulled from. CrowdRiff will then find content that’s already been uploaded and has UGC rights approved so you can add it straight to your content.

Pro-tip: If your DMO has established an effective SEO strategy — one that generates brand awareness and helps users navigate from curiosity to commitment — you’ll want to conduct periodic content audits and update your traffic-driving superstar content, as search engines favor recently published or updated content over something that is >12 months old.

Find Influencers Who Feel Authentic 

Influencers are fastly becoming a top priority for DMOs—our Trends Report found 98% plan to pay for influencer content for their Instagram Reels this year 👀

And these influencers aren’t cheap.

In 2023, Statista reported 23% of marketers surveyed allotted >40% of their annual marketing budget to influencer partnerships. According to our 2024 Trends Report , DMOs are spending—on average—$500 for creators to make a piece of content. 

The hard part for DMOs is finding an influencer partnership that’s authentic and can connect with a target audience. Consumers grow weary of being sold to and presented with perfection. Within the travel industry, in particular, influencers who present things as too polished or perfect can have the opposite effect. 

For DMOs, finding an influencer that’s juuuuust right is a bit like searching for a needle in a haystack. An influencer not only needs to be authentic, but their fee needs to match a DMOs budget and the way they work must mesh with how the organization creates content. 

A specialized service like CrowdRiff Creators can match your DMO with an influencer that fits your goals and brand. Our team actively finds creators whose values and branding align with yours so they create content that can seamlessly slot into your social media posts and short-form videos. 

📸 Read more about how Creators works here. 

Lean on User-Generated Content (UGC) 

It’s a renaissance for short-form video creators—UGC is now 5x more likely than any other type of content to convert an audience. 

So, why is it so damn effective? 🤔

UGC doesn’t just add a healthy dose of authenticity to an Instagram post or TikTok Reel. It’s also a less “polished” version of tourism marketing. For people viewing UGC, it gives off a vibe of a real person experiencing your destination… because that’s exactly what it is. 

The balancing act for DMOs is to be strategic about the assets they make in-house versus what they outsource to local UGC creators .

Townsville Enterprise experienced this recently. The DMO discovered awareness about its destination was low and wanted to get on more people’s radar, both locally and internationally. It also wanted to do it by being authentic and organic, rather than through polished campaigns. 

It decided to leverage UGC and use visitors to tell its story and show other tourists why they should add the destination to their list. The DMO uses CrowdRiff to pull UGC straight from visitors’ social media so it can repurpose it on its website and its own social channels. User-generated videos have been particularly useful for filling a content gap in the DMOs strategy and have saved them from having to hire an in-house videographer. 

View this post on Instagram A post shared by #thisisqueensland (@queensland)

The results speak for themselves. Since leveraging UGC, the DMO has seen a 70% spike in its audience taking action to book a vacation and they’ve seen a massive 116% boost in destination awareness 🥳

Pass the Mic to Underrepresented Creators

According to the U.S. Travel Association , “the travel industry employs a younger and more diverse workforce than many other sectors.” 

True diversity and inclusion spans across race, ethnicity, gender, age, sexuality, neurodiversity, and socio-economic backgrounds. While the travel industry continues to make strides toward diversity, equity, and inclusion (DEI), diverse groups are still often under-represented in campaigns, advertising, storytelling, and inclusion in the C-suite. 

Destination marketers can make telling more diverse stories a priority by implementing practices like:

• Creating opportunities to partner with BIPOC creatives. Allow them to share their stories on their own terms or hold social media take-overs to shine the spotlight on diverse stories
• Broadening your search for talent to include new and emerging voices, not just established creators
• Build relationships with small business owners in your community, and champion their businesses in your marketing materials
• Being mindful when you post about groups during specific times (e.g. Pride month) — are you engaging in rainbow capitalism , or are you supporting the LGBTQIA+ community year-round?
• Regularly refreshing your website imagery to show different types of people enjoying your destination

These practices allow your audience to see your destination from different points of view and celebrate every inch of it! 

Get Smart About Asset Management 

A solid tourism marketing strategy also relies on a toolkit to help your DMO do its best work. 

Even if you leverage assets like UGC and influencer content, your DMO will still be responsible for the final output. When this happens, a digital asset management (DAM) tool to help your team deal with files, footage, and assets is worth its weight in gold. 

Here are some reasons it makes sense to use a DAM:

• Metadata. Organize every asset in your database using licensing information, location, and permissions so they are easier to work with. 
• Search. Scan your entire visual library using natural language (in up to six different languages) and filter assets by type, size, orientation, date taken, and more. 

Say you want to whip up a Sunday morning post about the best brunch spots in a particular neighborhood. Just type in the spot (e.g. downtown Toronto) and add in “brunch”, and a bunch of ready-to-use assets will pop up:  

A DAM is also handy if you hire external content creators as they can upload files straight to your DMO’s database. 

For example, CrowdRiff’s Collector tool allows DMOs to easily collect and store high-resolution content from third parties. Just send your unique Collector link to your photographer or videographer, and content will be added straight to your library: 

Next time you go to create a video or image carousel—the content will be ready for you 👌

Use AI to Take Over Manual Tasks

AI can be a powerful tool to help with the (boring) behind-the-scenes work that goes into tourism marketing. 

Not only does AI allow a DMO to stretch its limited resources further, it also frees up time so your team can work on important tasks (and spend less time organizing assets). Some DMOs are experimenting with tools that craft AI-powered itineraries or generative AI to make image sourcing easier. But we think the real power of AI is its ability to take care of the small (but time-consuming tasks) like: 

• Content editing. Look, we all take blurry and unusable images/videos. But if these files aren’t deleted, you will have to sift through content after it’s uploaded to find usable assets. Thanks to CrowdRiff’s machine-learning capabilities, blurry/low-quality content will be automatically detected and deleted to save you a ton of time
• Tagging. CrowdRiff’s DAM leverages automatic visual tagging with AI to identify themes and subjects of your imagery, so you can easily search for exactly what you need based on keywords.

Here’s what it looks like: 

CrowdRiff scans and tags every frame of the video. Next time footage of mountain biking or a mountain range is needed, this asset will pop up immediately. Easy! 

Are you ready to level up your tourism marketing strategy? 

There you have it — an updated marketing plan for today’s evolving, dynamic tourism industry. 

Audiences are evolving and they want authentic content to inspire their next vacation. Now that you know which channels to focus on and strategies to test, it’s time to get inspired. Use local creators, UGC and your DMOs unique expertise to show tourists why your destination should be the next one on their list. 

Want to learn more? 

Check out our eBook, CrowdRiff Creators: Destinations’ End-to-End Creator Solution For Short-Form Video Storytelling , to find out how we can help you scale your content library with ease 😎

Related content.

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What Is User-Generated Content: The Ultimate Guide for Tourism Marketers

Destination Marketing During The Olympics: Advertising Rules and Sports Content Ideas

5 Ways To Elevate Your Travel Marketing Strategy

Making Every Penny Count: Why Creator Content is the Real MVP for Tourism Marketing

47 Most Important User-Generated Content Statistics for 2024 (and Why They Matter)

Instagram Reels 2024 Algorithm Update: What Travel Marketers Need To Know

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Marketing91

What is Tourism Marketing? 15 Strategies in 2023

March 22, 2023 | By Hitesh Bhasin | Filed Under: Marketing

From hotels and other types of accommodation to car rental services, airlines , restaurants, entertainment spots, and travel agents – tourism marketing encompasses a wide range of advertising and marketing strategies often used by companies in the tourism and travel industry themselves. All these various marketing efforts are put together under one collective name – Tourism Marketing!

Tourism marketing is an essential tool for a business to ensure they are standing apart from its competitors, garnering customers, and creating brand recognition. Nowadays, various digital marketing platforms such as websites, online ads, email marketing campaigns , and social media marketing outlets have become vital components of modern tourism marketing initiatives for businesses.

Table of Contents

What is Tourism Marketing?

Tourism marketing is a type of marketing used by businesses operating in the travel and tourism industry to attract tourists to a business name or particular location which can be a state, a city, a particular heritage site or tourist destination spot, a hotel, or a convention center anything.

Achieving success in the travel and tourism industry requires thoughtful Tourism Marketing campaigns that are designed to generate brand awareness , create both, reach the most target audience or potential customers, drive traffic, foster loyalty among existing clients, and create a captivating customer experience . By utilizing these strategies, businesses can effectively engage with travelers while generating more sales opportunities.

Tourism Marketing has been profoundly impacted in recent years by digital development, as well as changes in consumer attitudes and desires. Crafting successful Tourism marketing messages today entails taking advantage of social media platforms, featuring user generated content, leveraging online reviews and search engines to your benefit, collaborating with influencers to drive traffic and expand reach, and experimenting with various channels for targeted messaging to attract travelers and optimize their customer journey in a way to convert them into loyal customers.

Why is Tourism Marketing Important?

To make a tourism business thrive, savvy marketing is an absolute must. By staying up-to-date with current trends and launching impactful campaigns, businesses can boost the recognition of their brand, gain customer loyalty and attract travellers. Moreover, tourism marketing holds promise for contributing to the economic growth of the region by driving tourists towards local enterprises.

The tourism industry is one of the biggest in the world and therefore highly competitive. To succeed, businesses must differentiate themselves from their competitors by promoting and advertising what makes them unique, showcasing why they’re the best option for tourists, and advertising and highlighting any special features that set them apart.

To allow businesses to gain a competitive advantage , marketing is essential. Many of the top tourism marketing approaches concentrate on highlighting a business’ unique selling point and broadcasting it effectively. Moreover, marketers must keep abreast with current trends to generate an effective promotional mix and deploy the most viable methods for disseminating their message across all channels.

Understanding the concept of Tourism Marketing

Tourism marketing is associated with most businesses, with marketing strategies in the field of tourism.  Today there are many countries in the world, where the tourism industry plays a major role in economic development , enhancing their GDP.

In such cases, tourism and digital marketing become important things. Many of the places are generally the hotspot for tourists like the Taj Mahal in India. Now places like these are considered the perfect areas where one can boost tourism through digital marketing.

The places which are more likely to be the major spots for attracting tourists are the places where tourism marketing flourishes the most. Now tourism marketing is all about applying several marketing techniques and strategies to create and boost the tourism industry of that place.

For successful tourism marketing to take place, the thing that is required the most is that the brands should speak for themselves in such a way that makes sense that their voices can be heard in the targeted markets.  This way they will be able to generate the cleanest successfully. Also, they need to be really careful in providing services to clients.

This is because if the customers are happy with the services chances they will spread the word and this may bring them more customers.  In the case of tourism marketing, it becomes easy to find the right audiences and create content to draw the attention of the targeted customers to the website by providing encouraging content.  Thus strategic planning , content marketing, and branding is the key to effective tourism marketing.

With it being carried out by keeping these two points in mind, chances are that the company that is involved in tourism marketing will be able to gain the advantage over their existing customers in no time and become a monopoly in the tourism industry.

What are the different ways in which Tourism Marketing Can Be Done in 2023?

Now various methods are applied for tourism marketing to flourish.  Below are some of the important ways in which the tourism marking of any place is given a boost.

1) Location marketing

In this type of marketing strategy , the main focus of tourism marketing is one bringing people’s attention to a specific location. In this strategy , no recommendations are made with respect to a particular site or any accommodation. Now some locations are already so popular all over the world that tourism marketers don’t have to make many efforts to attract their attention to such places.

All they need to do to attract customers is remind them of such locations and chances are that the consumer can easily get convinced to spend money and visit any such place. For example, Las Vegas is popular for its undying charm and full of life kind of prospects.

Now there s also a popular slogan related to Las Vegas which is ‘What happens in Vegas, stays in Vegas’. This slogan has gained worldwide popularity and almost everyone wants to visit Las Vegas at least once.

So here the tourism marketers have to simply remind people of how amazing this city is and what are the different ways in which they can have the time of their lives here. Another example that can be taken in Florida.

They use a more ‘benefit-oriented’ approach. Their slogan and website are ‘The Sunshine State’.  This way they are presenting their state with a joyous and charming climate and as a perfect place for beach and football lovers.  Also with their slogan and website, they are successfully able to present their state as an ideal ‘summer vacation’ destination and are definitely a dream for many to visit this place.

Thus location marketing is one of the simplest forms of tourism marketing in which without even putting much effort, with the brand value and the popularity of some specific location, the customers can be attracted.

2) Activity marketing

Now, this type of tourism is carried out keeping in mind both the location and the activities that are performed in such places.  This type of tourism marketing strategy usually keeps in mind travelers who are adventure lovers or activity freaks.

There are many other sites and locations all over the world that are famous for some specific activities. Like Alaska is famous for snowboarding, Yellowstone national park is famous for thrilling activities like hiking, and camping and is a perfect place for all nature lovers, similarly, there is ‘Colonial Williamsburg’ which attracts all history lovers.

Thus depending on the target audience and the type of activity that a particular place is famous for, tourism marketing can be carried out. Some people may be adventure lovers, some people may be looking for art and culture some people love hunting, depending upon their area of expertise and interest, the tourism markers can segment the groups of potential visitors and customers and approach them.

Thus activity marketing is a form of tourism making and social media marketing that emphasizes the booking process and bringing the attention of a customer to particular places on the basis of the activities that are performed there.

3) Corporate marketing

This is quite an interesting approach to tourism marketing. Now it has been found that a large number of people working in corporate sectors have to travel to different places to attend a conference or a meeting.

Then according to research, it was found these locations were ideal for tourists, and a number of people came to attend those places. Also, they brought their families and their loved ones as well. Now considering these scenarios’ latest trends in mind, corporate influencer marketing can contribute a lot to tourism marketing as it has significant potential.

Here the tourism marketers take advantage of the fact that by planning the business meeting in touristy places, people come in large numbers thus they can make a lot of profit out of it.

What are the four basic pillars of Tourism Marketing?

The foundation of tourism marketing stands firmly on four of its important pillars which are the product , the price, the place, email marketing, and the promotion.

Let us understand each of these separately as to how they contribute to tourism marketing!

Marketing Mix of Tourism

1) product in tourism marketing.

One of the most important aspects of the tourism marketing strategy is to determine the effect of the selling benefits and the other types of benefits that are re-obtained by competing with their rivals in the same market .

Tourism marketers need to focus more on such destinations that provide both business advantages to travel brands and pleasure to their customers. These pleasures depend on several factors like the ease of traveling, facilities of the sites and the hotels, the nightlife of that place, activities offered, and the overall culture of that place.

Thus by considering these factors, tourism marketers will understand the areas that have to focus more on, so that marketing can be done effectively.

2) Price in Tourism Marketing

The price point is yet another important aspect of tourism marketing. Now many people avoid traveling due to money-related issues.  And this is where tourism marketing comes in to save the day.  Today so many mobile apps have been developed, on which if a person books a hotel r a transport like a flight or a train, they get discounts. This attracts a lot of customers.

Along with the free referral marketing, they also try to give value-added services to their customers. Some hotels also offer free shuttle services to their visitors. Also depending on whether it is a high season or an offseason, the prices are altered.  

3) Place in Tourism Marketing

Now for tourism marketing to earn a profit, deciding the location where they want to perform the marketing can play a key role in how far they can go. The place refers to the area where the products and services can be distributed.

Now in tourism and destination marketing, the location and the destination marketers offer their products and services to their customers through travel agents, tour operators, inside sales teas, etc.  The distribution of their products and services to visitors can be done through catalogs, online, sites, mobile devices, websites, stores, etc.

4) Promotion

In this numerous different strategies and technologies are used for the promotion of any specific area or tourist destination.  In fact, trade magazines and meeting planners are also efficient ways for promotion purposes.

These often come with many other forms of discount coupons, brochures, etc. also they try their target customers to come across the ads that pop up on the website to make them aware of the various tourist places.

15 Tourism Marketing Strategies in 2023

1. prioritising hygiene and safety via marketing communication.

Tourism marketers must now prioritize safety and hygiene to give their customers peace of mind when they travel. By highlighting the protocols that are being taken, tourists can rest assured knowing they will be protected while visiting.

2. Developing Loyalty Programmes

Loyalty programs are the ideal way to demonstrate your appreciation for existing customers and stimulate repeated patronage. Tourism marketers should construct loyalty programs that will not only retain existing customers but also appeal to fresh audiences.

3. Capitalising on Voice Search

In the age of voice search, it is essential for tourism marketers to create content that can be quickly found and accessed. Optimizing your site and content for this new technology will bolster your site for visibility and success in the long term.

4. Facilitating User-Generated Content

User-generated content, such as ratings and reviews on social media, is critical in helping customers make informed decisions. User-generated social media content is one of the key tourism marketing trends.

5. Deploying Artificial Intelligence:

AI technology is a valuable asset for Tourism marketers, allowing them to track customer behavior and create personalized brand experiences tailored to each individual. This can help customers find the brand information they need quicker and more easily than ever before.

6. Not Neglect Review Marketing

Reviews and ratings are a critical resource for Tourism companies, making them an invaluable asset in swaying potential customer decisions. Any Tourism marketer must recognize the importance of reviews if they wish to stay competitive.

7. Enhancing the Guest Experience & Satisfaction Through Chatbots

Chatbots can be a vital tool in creating an effortless, tailored experience for all customers. Chatbot technology should be a top priority for the hospitality and tourism industry to provide quick customer service and support, as well as respond promptly to any inquiries.

8. Investing in Remarketing Efforts

Maximizing your Tourism business’ potential by tapping into already engaged customers is a surefire way of increasing sales. Leverage the power of remarketing to maximize your potential and gain more qualified leads.

9. Utilising Augmented Reality Technology

Augmented reality provides the ideal platform for tourism businesses to build mesmerizing and unforgettable experiences for their customers.

10. Prioritising Personalisation

Customization is a crucial element of this form of marketing. By personalizing content and messages to the target audience’s wants and needs, Tourism marketers can engineer and create an experience that will ensure positive word-of-mouth publicity for their business or brand.

11. Exploring Metaverse

The metaverse is becoming more and more popular with tourism companies, as it allows them to give their customers an unparalleled, immersive experience.

12. Using NFTs

Non-fungible tokens, or NFTs, are quickly becoming a widely recognized trend. Tourism companies can harness this technology to propel their marketing campaigns and draw in more visitors.

13. Promoting Virtual Reality (VR) Tours

Allow your customers to explore new destinations without even having to leave their homes – with VR tours, the possibilities are endless!

14. Focusing on the Customer Experience

Crafting an exceptional customer experience should be the primary focus of any Tourism promotional strategy . Optimizing customer experiences on all marketing channels is crucial.

15. Embracing content and influencer marketing

Content and influencer marketing are essential building blocks of any successful tourism strategy. It helps in optimizing the presence of a travel business in the search engine.

Thus, tourism and travel agency marketing are one of the branches of marketing that deal with the tourism and travel industry only.

It is essential to carry out efficient tourism marketing, as one can make a lot of money through this because there are so many people in this world who love traveling, and this can help the tourism marketing industry to flourish their business.

Liked this post? Check out the complete series on Marketing

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About Hitesh Bhasin

Hitesh Bhasin is the CEO of Marketing91 and has over a decade of experience in the marketing field. He is an accomplished author of thousands of insightful articles, including in-depth analyses of brands and companies. Holding an MBA in Marketing, Hitesh manages several offline ventures, where he applies all the concepts of Marketing that he writes about.

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This was a great article! Now I’m interested in a career in tourism marketing. How do I start? I already write travel content/copywriting blogs for an agency. Where would I go from there?

this article really helped me in conducting research on tourism. Thank you very much

This article helped me alot on my academic research

Hello,the article is highly assisting and I am seriously having interest in studying Tourism Marketing.

This information was very helpful

hey! This is a good and interesting article about tourism marketing. I am a second degree student in tourism business administration,the program is all about tourism as a business perspective.if you can possible,please post such relevant articles via email address that i have attached below the space provided.

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The 8-Step Tourism Marketing Strategy (Free Template)

By Erick Tomaliwan

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You should never leave your marketing up to chance. 

Sure, it’s important to be nimble to changing conditions, such as tourism marketing trends , algorithm updates, employee churn, and evolving technology. 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. 

Instead, it’s far better to have a well-thought-out marketing strategy in place.

Trial and error can come afterwards. 

What is a tourism marketing strategy?

A 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.

In other words, it provides a framework, so you’re not floundering around, wondering what to do next. All while giving you a way to track your progress so that you can be confident you’re heading in the right direction. And if things change drastically, as we witnessed in 2020, you’ll always have a foundation to build off and make adjustments.    

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:

• SWOT Analysis
• Value Proposition
• Guest Personas
• Competitor Profiles
• Marketing Mix
• Budget & Resources
• Goals, Metrics & Activities
• Marketing Roadmap

Follow along by downloading our free 8-Step Marketing Strategy Workbook.

How to write a tourism marketing plan, 1. run a swot analysis.

A SWOT analysis is a fun exercise that identifies your company’s S trengths, W eaknesses, O pportunities, and T hreats. 

Strengths and Weaknesses are internal factors that you can control, like your team, resources, and location. 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.

To help you with this step, it’s a good idea to round up key members of your team across departments. Why? Because each representative will bring a unique perspective, allowing you to get outside of your business owner bubble. For instance, your tour guides know your guests the best and can offer insight into what they’re thinking and feeling. 

Once you have everyone together — in the same room or Zoom meeting — you can start the process. First, answer a few questions that relate to each element.  

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?”

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. 

2. Identify your value proposition

After doing your SWOT Analysis, you should have a general idea of your value proposition — which is a simple statement that answers why someone should book with you instead of your competitors. Essentially, it’s what sets your travel business apart based on the desirable attributes you bring to the experience.

Your value prop is the most important piece in your marketing strategy, as it dictates your messaging and ultimately serves as the first thing guests look at when evaluating your brand with the “what’s in it for me?” mindset. That’s why it should be front and center on your homepage. 

But it can be difficult narrowing down all of your unique qualities into one or two sentences. So, your best bet is to compile a list of features and benefits, along with the emotional value for each, and see if there are any obvious patterns.

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.

3. Create a guest persona

If you try to appeal to everyone, you’ll wind up appealing to no one. That’s probably one of the biggest tourism branding mistakes. 

Instead, go after 20-35% of people most likely to enjoy your experiences. 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. 

How do you go about doing that? Create a guest persona!

What’s a guest persona?

A guest persona is a detailed description of a fictional character that represents your ideal guest. It answers who they are, where they’re from, what matters to them, and where they hang out online. 

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. Plus, you’ll know the best way to reach them. No more unanswered ads!

To create a guest persona:

• Start by combing through your booking data for common demographics like age, gender, geolocation, and language
• Refer to Facebook Audience Insights for psychographics, such as interests and hobbies, lifestyle, and online spending behaviour
• Send out a guest survey to get more details

Then, compile all of your information into a guest persona template with a stock image to put a face to the data. As well as a fun and fictional name — like Solo Travel Sarah , Corporate Catrina , or Vacation Dad Victor . 

Now, you might only require one guest persona, but if you offer multiple experiences that appeal to different types of people, like tourism products for senior citizens , it’s best to segment your guests into a few personas seeing as your marketing tactics will change accordingly.

4. Create a competitor profile

The travel industry is tight-knit, so much so that you can even turn your competitors into partners. But that doesn’t mean you can’t still keep tabs on them.

Knowing what your rivals are doing is the best way to gain a competitive edge. Not only does it give you valuable insight into their strengths and weaknesses so that you can see how you stack up, but it also helps you stay one step ahead since you can spot potential threats and opportunities before they happen.

Similar to a guest persona, you can create a profile for your top three competitors, which should include the following marketing information:

• Their value proposition
• The experiences they offer and what they charge
• Who their target audience appears to be
• Unique features and benefits they highlight
• Overall rating on review sites, along with what their guests say about them
• The social media channels they dominate and the type of content they post
• What distribution channels they rely on
• Their domain authority score and top ranking keywords (use a tool like Moz Keyword Explorer to get this information)

It doesn’t stop there. After you’ve built your competitor profiles, you can monitor what they get up to in real-time by:

• Setting up Google Alerts to track mentions of them online
• Following their social media accounts
• And subscribing to their newsletter if they have one

You can always use a fake email address or Instagram account (AKA a Finsta) if you don’t want them to know you’re spying.

5. Develop a tourism marketing mix

A tourism marketing mix is a combination of factors you can control to influence a guest’s decision to book with you. Think of it as a broad guideline for how to market travel and tours so that everything works together seamlessly. 

Historically, there are 7ps of tourism marketing, but since tourism operators are unique in the products and services they provide, we’ve stretched it to include eight. 

What is a tourism marketing mix?

The experiences you offer and what’s included. Take note of everything that would go into the product description, such as duration, itinerary, special features, and other important details. 

Where people can book your experiences. Traditionally, that would be your ticket office or travel agents, but there are now countless ways people can book — OTAs, email, chatbots, Facebook, your website. Figure out the number one place you want to direct prospects. 

The price guests will pay based on the perceived value. Factor in what your competitors charge, how much it costs you to provide the experience, your revenue target, and where the market is heading.  

4. Promotion

How you’re going to get the word out. Look at what has worked well in the past, where you already have some traction, new social media opportunities, and the best content format for your target audience. 

The people who facilitate the experience. What are the standout qualities your staff has that align with your brand? What skills do your guides have that make the experience memorable, entertaining, and informative?

6. Planning

The measures you take to keep guests in the loop. How do you ensure they show up prepared? How do you tell them about your flexible cancellation policy? Are there any tactics you use to prevent refunds? What if you have to make unwanted changes?

7. Processes

The processes you have in place to guarantee guests get the experience they expect. Everything should run smoothly from the get-go. Consider ways to shorten check-in, stay on schedule, and make them feel valued.

The physical evidence that proves your guests had the best time. This could be in the form of professional photos or merchandise. But it can also be online reviews you encourage them to write on popular platforms. 

6. Factor in budget and resources

Everyone wishes they could have marketing clout like the big-name online travel agencies. But the reality is you might never have the same budget and resources to run global campaigns. And that’s okay.

You don’t need deep pockets to make an impact. Thanks to the internet, you can use plenty of cheap marketing ideas to generate buzz around your brand. You just have to channel your creativity. 

That said, be sensible with what you take on. For example, if you want to start a blog but don’t have time to commit to a regular publishing schedule, see whether someone on your team has the skills and bandwidth. If not, it isn’t in the cards for you right now. 

So, check in with your budget for how much you can reasonably put towards various marketing activities while keeping in mind the software tools and staff you’ll need to execute successfully. 

7. Pinpoint goals, metrics, and activities

Now that you know all that you know, give yourself something to work towards by determining what you want to achieve this year and how you’re going to make it happen. We suggest starting with the arbitrary number of four goals and key activities. Why?

Because if you chase too many rabbits at once, you won’t get the results you want. Instead, it’s better to prioritize goals that make sense for your business right now. That way, you can focus on doing a few things well, rather than lots of things badly that’ll only hurt your brand in the long run, which you’ll end up having to fix later anyway.

When it comes to setting marketing goals , it’s important to be SMART . Don’t just put your finger to the wind and say, “I think we should go this way.” Your goals should be:

• S pecific: clearly explains what you want to achieve
• M easurable: has a metric you can objectively measure
• A ttainable: something you have to stretch for, but still within your reach
• R ealistic: relevant to your business and where you want to go
• T ime-bound: when you want to accomplish the goal by

Here’s an example using the SMART method: 

Increase organic website traffic 40% by the end of 2021 from getting 1000 visitors per month from Google.  

How are you going to track your progress? As you can see in the above example, the number of website visitors is the primary metric. Now, many people will tell you to steer clear of vanity metrics — like traffic, followers, and shares — because they don’t directly impact your bottom line. 

We couldn’t agree less. Marketing is about the long-game. While those metrics don’t always translate into transactions, they do strengthen brand equity, which in turn drives bookings over time because guests gravitate towards operators with extra oomph online.

The Content Marketing Institute puts it best : think of vanity metrics as optimization metrics. Instead of tying them to ROI, consider their overall value for better understanding your audience on specific channels.

For instance, if a particular social media post generates way more likes than average, it indicates something about that content resonates with your audience. You can pinpoint what that may be and replicate it in future posts or use it as a blueprint for creating effective Facebook ads . 

For each goal you set, figure out one key activity that’ll help you hit it. Don’t be afraid to think big here. By that, I mean, come up with a significant marketing project that you and your team can chip away at — more on that in the next step.

8. Plan your marketing roadmap

After you’ve assigned an activity per goal, break each one down into smaller, manageable tasks to complete from quarter to quarter. Using the example above, let’s say you decide to start a blog as your key activity.

In Q1, you’d get the ball rolling with a few foundation tasks. So, for building a blog, you might start with the following:

• Set up the blog on your website 
• Develop a content strategy
• Research topic and keyword opportunities
• Create an editorial calendar

Then, you’d build from there for Q2 and so on. 

Try starting with four tasks per activity. Unless you have a marketing team, it’s best not to bog yourself down with a marketing plan that will either a) pull your team away from other responsibilities or b) feel so overwhelming that you abandon it altogether. 

With a list of tasks, you can then organize everything onto a visual roadmap however you see fit — just so long as it includes a way to assign staff and track work progress. For instance, you can create a makeshift roadmap if you’re savvy with Google Sheets or use a project management tool like Trello and set-up a kanban board workflow. 

Where to go from here?

It’s time to go after it, of course! Just remember that your marketing strategy isn’t set in stone since anything can happen to derail your plans — as we learned the hard way in 2020. So check in with your marketing strategy workbook from time to time to make any necessary adjustments.

Ready to write down your marketing strategy and make it real?

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The Ultimate Guide to Winning Tourism Marketing Strategies

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Unlocking the Potential of Tourism Marketing: Your Ultimate Guide

In the ever-evolving tourism industry, destinations and attractions face the exciting challenge of distinguishing themselves in a world of travel choices. The secret to effective marketing in this dynamic space lies in a blend of creative flair, data-driven strategies, and an intimate understanding of your audience.

Let's journey through the key strategies for triumphant tourism marketing. From pinpointing what makes your destination uniquely appealing to leveraging the influence of modern digital ambassadors, we'll explore how to elevate your destination in the eyes of travelers.

Carving Out Your Unique Space

The first step in successful marketing is grasping what sets your destination apart. It could be New Zealand's breathtaking landscapes, Rome's enchanting history, Thailand's culinary delights, or Miami's vibrant nightlife. Emphasizing these unique aspects is crucial in capturing your audience's attention and drawing them to your destination.

Knowing Your Audience Inside Out

Understanding your target audience requires more than just surface-level insights. It involves delving into their deeper desires, subconscious biases, and the societal influences shaping their views. This deep dive allows us to create marketing strategies that resonate more profoundly. Suppose your audience craves adventure. In that case, we can craft messages highlighting exploration thrills and utilize targeted digital platforms to create immersive experiences that speak directly to their sense of adventure.

Data: The Compass of Destination Marketing

Data is indispensable in steering marketing decisions. Tools like Google Analytics offer rich insights into visitor demographics, preferences, and behaviors. This knowledge allows us to develop targeted strategies that captivate our audience. Analyzing trends and user data enables us to make informed decisions about content creation and resource allocation, leading to more effective and memorable marketing campaigns.

Branding: Crafting Your Destination's Story

Developing a distinct brand identity for your destination sets it apart in a crowded market. Identifying your target audience allows you to tailor your brand messaging effectively. A unique logo, consistent color scheme, and catchy tagline contribute to making your destination memorable. Consistent messaging across all channels solidifies this brand identity while engaging with visitors for feedback ensures your brand remains relevant and resonant.

Partnership: The Power of Collaboration

Successful destination marketing thrives on solid industry partnerships. Collaborating with local hotels, restaurants, and tour operators creates a unified front that enhances visitor experiences and supports the local economy. These partnerships can lead to innovative tourism products and experiences that adapt to changing visitor needs, ensuring the destination's continued growth and success.

Your Website: The Gateway to Discovery

An engaging website is crucial in today's digital world. It should highlight your destination's unique aspects and provide practical information to enhance pre-visit experiences. High-quality images, local culture insights, and visitor testimonials establish a positive reputation and build trust with potential visitors. Interactive features like virtual tours and online booking systems further enrich the user experience, setting your destination apart.

SEO: Enhancing Your Online Footprint

SEO is vital for improving your online visibility. You can increase your search engine rankings by carefully selecting keywords and optimizing your website for mobile and user experience. A well-executed SEO strategy brings your destination closer to potential visitors, attracting more traffic.

Content Marketing: Deepening Visitor Engagement

Strategic content can significantly deepen engagement with potential visitors. Informative posts that offer insider tips and insights can turn your blog into a trusted travel guide. This attracts more visitors to your destination and enhances your brand's credibility.

Experience Marketing: The Power of Authentic Stories

Encouraging visitors to share their experiences on social media can create authentic content that promotes your destination. Offering unique experiences that stand out in the travel market leaves a lasting impression on travelers and encourages them to share their stories, attracting more visitors.

Video and Virtual Reality: Bringing Your Destination to Life

Videos and virtual reality offer immersive ways to showcase your destination. Engaging virtual tours and videos featuring local attractions can transport viewers to your destination, increasing their desire to experience it in person.

Social Media: Connecting with Travelers

Social media is an essential tool for promoting your destination. It allows you to share captivating content and engage with a broad audience, building an active online community that supports your marketing efforts.

Traditional Media: Complementing Digital Strategies

Traditional media remains a valuable component of comprehensive marketing strategies. Combining offline promotions with digital efforts ensures a broader reach and adds depth to your marketing campaign.

Your Journey to Successful Tourism Marketing Begins Here

Are you ready to transform your destination into a top choice for travelers? Dive into these strategies and watch your destination come to life in the hearts and minds of tourists worldwide. For further insights and support in your tourism marketing journey, contact us at LaneTerralever , where we specialize in turning marketing potential into real-world success.

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• Travel Tips

How To Market A Tourism Business

Published: December 13, 2023

Modified: December 28, 2023

by Ingeberg Carpio

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Introduction

Welcome to the world of tourism marketing! In an era where travel has become more accessible and the desire for unique experiences is on the rise, marketing your tourism business effectively is key to attracting and retaining customers. Whether you run a hotel, a tour company, a travel agency, or any other type of tourism business, implementing strategic marketing techniques can help you stand out from the competition and reach your target audience.

Marketing a tourism business requires a combination of creativity, data-driven strategies, and a deep understanding of your customers’ needs and desires. It’s not just about promoting your services; it’s about delivering an unforgettable experience and building a strong brand that resonates with travelers.

In this article, we’ll explore various marketing strategies and techniques that can help you market your tourism business effectively. From understanding your target audience to leveraging the power of digital marketing, we’ll cover a range of methods to boost your visibility, attract more customers, and ultimately grow your business.

Before diving into specific strategies, it’s important to note that marketing is an ongoing process that requires constant monitoring, analysis, and adaptation. What works today may not work tomorrow, so it’s essential to stay up-to-date with industry trends, consumer behaviors, and emerging marketing channels.

Now, let’s embark on a journey to discover the key elements of successful tourism marketing and explore how you can apply them to your own business.

Defining Your Target Audience

One of the fundamental steps in marketing your tourism business is defining your target audience. Understanding who your ideal customers are will allow you to tailor your marketing efforts to reach and engage with them effectively. To define your target audience, consider the following factors:

• Demographics: Age, gender, location, income level, and other key demographic factors can help you identify the characteristics of your target audience.
• Psychographics: Dive deeper into your audience’s interests, lifestyles, values, and behaviors. This will enable you to create messages and experiences that resonate with them on a deeper level.
• Travel Preferences: Understand the type of travel experiences your audience is looking for. Are they adventure seekers, luxury travelers, or budget-conscious explorers?
• Reasons for Travel: Examine the motives behind their travel decisions. Are they seeking relaxation, cultural immersion, or educational experiences?

Once you have defined your target audience, create buyer personas to embody the characteristics of your ideal customers. Give these personas names and specific traits to humanize them and better understand their needs and desires. This will serve as a reference point for your marketing strategies.

Keep in mind that your target audience may evolve over time, so it’s essential to regularly reassess and refine your target audience as you gather more data and insights.

By understanding your target audience, you can create tailored marketing campaigns that effectively communicate the value your tourism business brings to their travel experiences. This will help you connect with them on a deeper level and differentiate yourself from competitors who may have a more general approach.

Developing a Unique Value Proposition

In the competitive tourism industry, it’s crucial to have a unique value proposition (UVP) that sets your business apart from the rest. Your UVP is what differentiates you from your competitors and clearly communicates the unique benefits and value your tourism business provides to your target audience.

To develop a compelling UVP, follow these steps:

• Identify Your Competitive Advantage: Determine what sets your tourism business apart from others in the industry. Is it your location, personalized customer service, exclusive partnerships, or exceptional amenities? Focus on identifying your strengths and what makes you unique.
• Understand Your Customers’ Pain Points: Conduct market research and gather feedback from your customers to understand their pain points and challenges when it comes to travel. This will help you tailor your UVP to address their specific needs and concerns.
• Highlight the Benefits: Clearly articulate the benefits and value that your tourism business brings to your customers. Whether it’s the convenience, unforgettable experiences, or time-saving solutions, emphasize how your services enhance their travel experiences.
• Be Clear and Concise: Craft a clear and concise UVP that is easy to understand and remember. Avoid using industry jargon and focus on communicating your message in a way that resonates with your target audience.
• Consistency Across Channels: Ensure that your UVP is consistently communicated across all marketing channels, including your website, social media, and offline advertising. This will help reinforce your unique positioning in the minds of your target audience.

A strong and compelling UVP will not only attract potential customers but also foster loyalty and repeat business. It should leave a lasting impression and make your tourism business the obvious choice for travelers seeking a memorable and exceptional experience.

Building a Strong Online Presence

In today’s digital age, having a strong online presence is crucial for marketing your tourism business. A robust online presence allows you to reach a broader audience, engage with potential customers, and establish credibility and trust. Here are some key strategies to build a strong online presence:

• Create an Engaging Website: Your website serves as the virtual storefront for your tourism business. Ensure it is visually appealing, user-friendly, and optimized for mobile devices. Include relevant and captivating content, attractive visuals, and clear calls-to-action to encourage visitors to take the desired actions.
• Optimize for Search Engines: Implement search engine optimization (SEO) strategies to improve your website’s visibility in search engine results. Research and incorporate relevant keywords into your website’s content, meta tags, and page titles. Ensure your website’s structure, navigation, and page load speed are optimized for a better user experience and search engine rankings.
• Utilize Content Marketing: Develop a content strategy that focuses on providing valuable and informative content to your target audience. Create blog posts, videos, and infographics that are relevant to travel and tourism. Share this content on your website, social media platforms, and other relevant online channels to showcase your expertise and engage with your audience.
• Build a Strong Social Media Presence: Leverage popular social media platforms such as Facebook, Instagram, Twitter, and LinkedIn to connect with your target audience. Share engaging content, run promotions, and encourage user-generated content to increase brand visibility and build a loyal following. Interact with your audience by responding to comments and messages promptly.
• Utilize Online Travel Agencies (OTAs): Partner with reputable online travel agencies to gain exposure and attract bookings from a wider audience. Optimize your listings on these platforms, showcase your unique offerings, and provide compelling descriptions and visuals to entice potential customers.

Remember, building a strong online presence takes time and effort. Regularly monitor your online channels, analyze user data, and adapt your strategies accordingly. Interact with your customers, gather feedback, and respond to reviews promptly to establish a positive online reputation.

By following these strategies, you can build a strong online presence that positions your tourism business as a trusted and reputable provider in the industry, attracting more customers and driving growth.

Utilizing Social Media Marketing

Social media has revolutionized the way we communicate and connect with others, making it a powerful tool for marketing your tourism business. By leveraging social media platforms, you can reach a vast audience, engage with potential customers, and build brand awareness. Here’s how to effectively utilize social media marketing:

• Choose the Right Platforms: Identify the social media platforms that align with your target audience and business goals. Facebook, Instagram, Twitter, and Pinterest are popular platforms for the tourism industry. Each platform has its own unique features and strengths, so choose wisely based on your target audience’s preferences.
• Create Compelling Content: Develop content that captures the attention and interest of your target audience. Utilize captivating visuals, videos, and informative posts to showcase your tourism business and the experiences you offer. Share user-generated content and encourage customers to share their travel experiences with branded hashtags.
• Engage with Your Audience: Social media is an interactive platform, so actively engage with your audience. Respond to comments, messages, and reviews in a timely and friendly manner. Encourage dialogue, ask questions, and run contests or polls to foster engagement.
• Run Targeted Ad Campaigns: Utilize the advertising features of social media platforms to reach a wider audience. Create targeted ad campaigns based on demographics, interests, and behaviors to reach potential customers who are more likely to be interested in your tourism services.
• Collaborate with Influencers: Partner with social media influencers who have a significant following and align with your brand values. Collaborate on content creation, sponsored posts, or influencer takeovers to leverage their reach and influence, reaching a wider audience and building trust.
• Monitor and Analyze Results: Use social media analytics tools to track the performance of your social media marketing efforts. Monitor engagement, reach, click-through rates, and conversion metrics to assess the effectiveness of your strategies. Use these insights to refine your social media marketing campaigns.

Remember to maintain a consistent brand voice across all social media platforms and align your content with your overall marketing strategy. Be authentic, interactive, and value-driven in your social media efforts to build a loyal community of followers.

Social media marketing has the potential to significantly enhance your brand exposure, engage with your target audience, and drive traffic to your website. By utilizing these strategies, you can harness the power of social media to boost your tourism business and stay ahead of the competition.

Implementing Search Engine Optimization (SEO) Strategies

Search engine optimization (SEO) is a critical component of marketing your tourism business online. By implementing SEO strategies, you can improve your visibility in search engine results and attract targeted organic traffic. Here are some key SEO strategies to consider:

• Keyword Research: Conduct thorough keyword research to identify the search terms and phrases that your target audience uses to find tourism-related information. Incorporate these keywords naturally into your website’s content, meta tags, headings, and URLs.
• Optimize Website Structure and Navigation: Ensure that your website has a clear and logical structure that is easy for both users and search engines to navigate. Use descriptive and keyword-rich page titles, headings, and subheadings to guide users and improve search engine crawlability.
• Create High-Quality Content: Develop informative, engaging, and user-friendly content that aligns with the search intent of your target audience. Incorporate relevant keywords naturally and focus on providing value through guides, articles, videos, and blog posts that address their travel needs and interests.
• Optimize Website Load Speed: Page speed is a crucial factor in both user experience and search engine rankings. Optimize your website’s load speed by compressing images, minifying CSS and JavaScript files, and utilizing caching techniques.
• Build High-Quality Backlinks: Earn reputable and relevant backlinks from other websites in the travel and tourism industry. Focus on acquiring backlinks from authoritative sources through guest blogging, partnerships, and content collaborations.
• Local SEO: If you have a physical location, optimize your website for local search. Claim your Google My Business listing, include your contact information, address, and operating hours. Encourage customers to leave reviews, and ensure that your website and content are optimized for local keywords.
• Mobile Optimization: With the increasing use of mobile devices for travel planning, it’s crucial to have a mobile-friendly website. Optimize your website’s design, layout, and content for a seamless mobile experience.

Regularly monitor your website’s performance using analytics tools to track organic traffic, keyword rankings, and user behavior. Make data-driven decisions and continuously improve your SEO strategies to ensure optimal results.

Implementing effective SEO strategies will help your tourism business rank higher in search engine results, attract qualified leads, and ultimately drive more bookings and revenue.

Creating Engaging Content

In the highly competitive tourism industry, creating engaging content is crucial for capturing the attention and interest of your target audience. Engaging content not only helps you stand out from the competition but also builds brand awareness, establishes credibility, and fosters customer loyalty. Here are some strategies to create engaging content for your tourism business:

• Understand Your Audience: Take the time to understand your target audience’s preferences, interests, and pain points. Use this knowledge to create content that resonates with them and addresses their needs and desires.
• Tell Stories: Storytelling is a powerful tool to engage your audience. Share captivating and authentic stories about your destination, experiences, or satisfied customers. Paint a vivid picture and evoke emotions to create a deeper connection with your audience.
• Use Visuals: Humans are visual creatures, so incorporate high-quality photos, videos, and infographics into your content. Visuals not only enhance engagement but also make your content more shareable on social media platforms.
• Provide Value: Focus on providing valuable and informative content that educates, inspires, or entertains your audience. Offer travel tips, destination guides, packing lists, or insider insights to establish your authority and position your business as a valuable resource.
• Encourage User-Generated Content: Motivate your customers to share their travel experiences and adventures by using branded hashtags, running contests, or featuring user-generated content on your website and social media platforms. User-generated content not only increases engagement but also builds social proof and trust.
• Personalize the Experience: Tailor your content to the individual preferences of your audience. Use personalization techniques to deliver targeted messages and recommendations based on their previous interactions or interests.
• Be Interactive: Engage with your audience through comments, polls, quizzes, or interactive features. Encourage feedback, respond to comments, and create a sense of community and dialogue around your content.
• Experiment with Different Formats: Vary your content formats to keep your audience engaged. Consider creating podcasts, virtual tours, live videos, or interactive quizzes to offer unique and immersive experiences.

Regularly monitor the performance of your content using analytics tools. Analyze engagement metrics such as views, shares, and comments to understand what resonates with your audience. Use these insights to refine and optimize your content strategy over time.

By creating engaging content, you can captivate your audience, foster a deeper connection, and drive more engagement and actions, ultimately leading to increased conversions and business growth.

Collaborating with Influencers and Partners

Collaborating with influencers and partners is a powerful strategy to amplify your tourism business’s reach, build credibility, and attract a wider audience. By partnering with influential individuals or complementary businesses, you can leverage their existing audiences and tap into new customer segments. Here’s how to effectively collaborate with influencers and partners:

• Identify Relevant Influencers and Partners: Research and identify influencers in the travel and tourism industry who align with your brand values and target audience. Look for influencers who have a significant following and engagement on platforms such as Instagram, YouTube, or travel blogs. Also, consider partnering with complementary businesses, such as local tour operators or accommodations.
• Build Authentic Relationships: Approach influencers and partners with authenticity and a genuine interest in their work. Personalize your outreach and explain how working together can benefit both parties. Build a long-term relationship based on mutual trust and shared values.
• Create Compelling Collaborative Content: Collaborate with influencers and partners to create engaging and compelling content that showcases your tourism business. This can include sponsored posts, vlogs, reviews, or joint promotional campaigns. Ensure that the content aligns with your brand messaging and provides value to their audience.
• Encourage User-generated Content: Inspire influencers, partners, and customers to generate user-generated content that promotes your tourism business. Encourage them to use specific hashtags, tag your social media accounts, or participate in challenges or contests. This not only increases brand visibility but also creates social proof and credibility.
• Measure Impact and Results: Track the performance and impact of your collaborations. Monitor metrics such as engagement, reach, website traffic, and conversions. Analyze the success of each collaboration and make data-driven decisions on future partnerships.
• Offer Exclusive Promotions or Discounts: Provide influencer-specific or partner-specific promotions or discounts to incentivize their followers and customers to engage with your tourism business. This can help drive traffic, bookings, and conversions.
• Provide Exceptional Experiences: Ensure that the influencers and partners you collaborate with have a memorable and positive experience with your tourism business. Offer exceptional customer service, personalized experiences, or VIP treatments to create a lasting impression.

Remember, the key to successful collaborations is authenticity and relevance. Choose influencers and partners who genuinely align with your brand values and can effectively reach your target audience. Cultivate strong relationships, create engaging content, and measure the impact of your collaborations to maximize their effectiveness.

By collaborating with influencers and partners, you can extend your reach, build brand credibility, and attract new customers to your tourism business.

Utilizing Email Marketing

Email marketing is a highly effective tool for promoting your tourism business, nurturing customer relationships, and driving conversions. By utilizing email marketing strategies, you can engage with your audience directly, deliver personalized content, and keep your brand top-of-mind. Here’s how to effectively utilize email marketing:

• Build an Engaged Email List: Build a quality email list by capturing opt-in subscribers through your website, social media, or offline events. Offer incentives such as exclusive discounts, travel guides, or free resources to encourage sign-ups.
• Segment Your Email List: Segment your email list based on demographic information, interests, past interactions, or purchase history. This allows you to send targeted and personalized emails to specific segments, increasing the relevance and effectiveness of your campaigns.
• Create Compelling Email Content: Craft engaging email content that grabs attention and encourages action. Use enticing subject lines, personalized greetings, and captivating visuals to make your emails stand out in crowded inboxes.
• Provide Value in Every Email: Deliver valuable content to your subscribers in every email. This can include travel tips, destination guides, special offers, exclusive promotions, or informative blog posts. The goal is to provide content that your subscribers find useful and relevant to their travel interests.
• Automate Your Emails: Utilize email automation to send timely and relevant messages to your subscribers. Set up automated welcome emails for new subscribers, abandoned cart reminders, or personalized birthday offers. Automation saves time and ensures consistent communication with your audience.
• Test and Optimize: Experiment with different email elements such as subject lines, calls-to-action, or visual layouts. A/B test your emails to identify what resonates best with your audience and continuously refine your email marketing strategy based on the results.
• Personalize Your Emails: Use data to personalize your emails and make them feel more personalized to the individual recipient. Address subscribers by their name, recommend personalized travel experiences based on past bookings or preferences, and use dynamic content to tailor the message to their specific interests.
• Monitor and Analyze Metrics: Track key email marketing metrics such as open rates, click-through rates, and conversion rates. Analyze the performance of your campaigns and use the insights to optimize future emails and improve engagement.
• Comply with Data Privacy Laws: Ensure that you follow data privacy regulations, such as the General Data Protection Regulation (GDPR) or the CAN-SPAM Act. Obtain proper consent from your subscribers, provide an easy way to unsubscribe, and handle personal data securely.

Email marketing allows you to establish a direct line of communication with your audience and nurture relationships over time. By providing valuable content and personalized offers, you can increase engagement, drive bookings, and foster loyalty among your subscribers.

Remember to monitor the performance of your email campaigns and adapt your strategies based on the feedback and data you receive. With effective email marketing, you can harness the power of personalized communication and drive the success of your tourism business.

Implementing Online Advertising Campaigns

Online advertising campaigns are a powerful way to promote your tourism business, increase brand visibility, and attract potential customers. With the wide range of digital advertising platforms available today, you can effectively target your desired audience and drive traffic to your website. Here’s how to implement successful online advertising campaigns:

• Set Clear Advertising Goals: Determine your advertising goals and objectives. Whether it’s increasing website traffic, generating leads, driving bookings, or raising brand awareness, having clear goals will help you tailor your advertising strategies and measure the success of your campaigns.
• Identify Your Target Audience: Define your target audience based on demographics, interests, and behaviors. This will allow you to create targeted and relevant advertisements that resonate with your potential customers.
• Choose the Right Advertising Platforms: Consider the different online advertising platforms available, such as Google Ads, Facebook Ads, Instagram Ads, or display advertising networks. Select platforms that align with your target audience’s preferences and have the potential to reach your desired customer base.
• Create Compelling Advertisements: Craft attention-grabbing and persuasive ad copy, headlines, and visuals. Highlight unique selling points, promotions, or special offers to entice potential customers. Use compelling calls-to-action to drive them to take the desired action.
• Use Effective Landing Pages: Ensure that the landing pages you direct your ads to are relevant, user-friendly, and optimized for conversions. Align the messaging and visuals of your ads with the landing page content to provide a consistent user experience.
• Monitor and Optimize: Regularly monitor the performance of your online advertising campaigns. Track key metrics such as click-through rates, conversion rates, and return on ad spend (ROAS). Test different ad variations, keywords, targeting options, and bidding strategies to optimize and improve the performance of your campaigns.
• Retarget Your Audience: Implement retargeting strategies to re-engage users who have previously visited your website or shown interest in your tourism services. Show personalized ads to these individuals to remind and persuade them to convert.
• Utilize Remarketing Emails: Integrate your online advertising campaigns with remarketing emails. If users have abandoned their booking process or shown interest in specific offers, utilize email marketing to retarget them and remind them of the benefits of booking with your tourism business.
• Allocate Budget Wisely: Evaluate the performance of your online advertising campaigns and allocate budget based on the return on investment (ROI) of each platform or campaign. Continuously optimize your budget allocation to maximize the effectiveness of your advertising spend.

Online advertising campaigns provide a targeted and measurable way to reach potential customers and grow your tourism business. By implementing these strategies and continuously optimizing your campaigns, you can increase brand visibility, drive website traffic, and generate bookings or leads in a cost-effective manner.

Engaging in Local Marketing Efforts

Local marketing is a crucial aspect of promoting your tourism business, especially if you cater to a specific geographic area or destination. Engaging in local marketing efforts allows you to connect with the local community, attract nearby visitors, and build a strong presence in your target location. Here are some strategies to effectively engage in local marketing:

• Build Local Partnerships: Collaborate with local businesses, such as hotels, restaurants, or tour operators, to cross-promote each other’s services. Offer special packages or discounts when customers book multiple services from complementary businesses.
• Showcase Local Expertise: Position your tourism business as a local expert by sharing insights and recommendations about the area. Create informative blog posts, videos, or social media content that highlights local attractions, hidden gems, or unique experiences.
• Participate in Local Events: Engage with the local community by participating in events, festivals, or trade shows related to tourism. Set up a booth, offer special promotions, or sponsor a local event to increase brand visibility and connect with potential customers.
• Create Local Content: Develop content that specifically targets the local audience. Provide city guides, itineraries, or recommendations tailored to visitors exploring the local area. This demonstrates your understanding of the destination and helps position your business as a trusted resource.
• Optimize for Local SEO: Implement local search engine optimization strategies to improve your visibility in local search results. Include local keywords in your website’s content, meta tags, and headings. Claim and optimize your business profiles on local directories and review platforms.
• Get Involved in Community Initiatives: Support local nonprofit organizations, charities, or environmental initiatives. Sponsor community events, volunteer, or organize clean-up campaigns to demonstrate your commitment to the local community.
• Collect and Display Local Reviews: Encourage your customers to leave reviews and testimonials about their experiences with your tourism business. Display these reviews on your website, social media platforms, and review sites to build trust and credibility among potential customers.
• Offer Special Local Promotions: Create exclusive promotions or packages for residents of the local area. This can incentivize them to experience their own city as a tourist and increase word-of-mouth recommendations within the local community.
• Utilize Local Influencers: Collaborate with local influencers or bloggers who have a strong presence in the area. Partner with them for sponsored content or reviews to leverage their local influence and reach a wider local audience.

Engaging in local marketing efforts allows you to tap into the local market, generate repeat business, and build a strong reputation within the community. By showcasing your local expertise, participating in local events, and fostering partnerships, you can position your tourism business as the go-to choice for both visitors and locals alike.

Leveraging Customer Reviews and Testimonials

Customer reviews and testimonials are a powerful marketing tool for your tourism business. They provide social proof, build trust, and influence purchasing decisions. Leveraging customer reviews and testimonials can significantly impact your reputation and attract more potential customers. Here’s how to effectively utilize them:

• Encourage Reviews: Request feedback from your customers after their experience with your tourism business. Set up automated email campaigns or provide incentives for customers to leave reviews on platforms such as TripAdvisor, Google Reviews, or social media.
• Showcase Reviews on Your Website: Feature customer reviews and testimonials on your website’s homepage, dedicated reviews page, or booking confirmation emails. Display a diverse range of reviews to highlight different aspects of your services and the overall positive experiences of your customers.
• Highlight Positive Reviews on Social Media: Share positive reviews and testimonials on your social media platforms. Create visually appealing graphics or quote cards that highlight the customer’s feedback. Tag and thank the customer for their kind words, increasing engagement and encouraging others to leave reviews.
• Respond to Reviews: Engage with your customers by responding to their reviews, both positive and negative. Address concerns, express gratitude for positive feedback, and highlight actions you have taken based on feedback. This shows your commitment to customer satisfaction and builds trust with potential customers.
• Use Video Testimonials: Request satisfied customers to provide video testimonials about their experiences with your tourism business. Feature these videos on your website and social media platforms to add a personal touch and increase credibility.
• Include Testimonials in Marketing Materials: Incorporate customer testimonials in your brochures, flyers, online advertisements, and email marketing campaigns. This helps potential customers see real-life experiences of others and reinforces the value and quality of your services.
• Share Case Studies: Create case studies that highlight specific customer success stories or unique experiences they had with your tourism business. Showcase the challenges they faced, how your services solved those challenges, and the positive outcomes they achieved.
• Monitor and Respond to Online Reviews: Regularly monitor and respond to reviews on third-party platforms. Address any negative feedback promptly and professionally, showing your dedication to resolving issues and improving the customer experience.
• Offer Incentives for Reviews: Consider offering incentives such as discounts, loyalty rewards, or exclusive content for customers who leave reviews. This encourages more customers to share their experiences and have a positive impact on your brand’s online reputation.

Remember, customer reviews and testimonials are influential in shaping the perception of your tourism business. By showcasing the positive experiences of your customers, addressing feedback, and continuously seeking reviews, you can build trust and confidence among potential customers, ultimately driving more bookings and revenue.

Offering Special Promotions and Packages

Offering special promotions and packages is an effective strategy to attract new customers, drive bookings, and increase revenue for your tourism business. By providing unique incentives, discounts, or bundled experiences, you can entice potential customers and differentiate yourself from competitors. Here’s how to effectively offer special promotions and packages:

• Create Limited-Time Offers: Generate a sense of urgency by offering promotions and packages for a limited time. This encourages customers to take action and book their travel experiences sooner rather than later.
• Bundled Packages: Combine multiple services or experiences into attractively priced bundles. For example, create a package that includes accommodation, tours, and meals, providing customers with a comprehensive and convenient travel solution.
• Seasonal Discounts: Offer discounts or promotions that are tied to specific seasons or holidays. This can attract travelers looking for special deals during peak or off-peak seasons, encouraging them to choose your tourism business over others.
• Early Booking Incentives: Encourage customers to book in advance by offering early booking incentives, such as reduced rates, upgrades, or additional amenities. This rewards customers for their commitment and helps you secure bookings ahead of time.
• Last-Minute Deals: Fill any remaining availability by offering last-minute deals. This appeals to spontaneous travelers or those with flexible travel plans, and can help maximize revenue during periods of low occupancy.
• Group Discounts: Offer special rates or discounts for group bookings. This incentivizes families, friends, or organizations to choose your tourism business for their group travel needs, increasing the number of people and revenue per booking.
• Loyalty Programs: Implement a loyalty program to reward repeat customers. Offer exclusive discounts, complimentary upgrades, or VIP experiences to incentivize their continued loyalty and encourage repeat bookings.
• Collaborate with Partners: Partner with other businesses in the tourism industry to create joint promotions or packages. This cross-promotion can expand your reach, attract new customers, and provide added value by combining complementary services.
• Social Media Exclusive Offers: Reward your social media followers with exclusive promotions or offers. This not only encourages engagement and loyalty but also creates a sense of exclusivity among your online community.
• Upselling and Add-Ons: Offer additional services or experiences as upsells or add-ons to complement customers’ main bookings. This can range from spa treatments or airport transfers to special excursions or customized amenities.

When offering special promotions and packages, ensure that you clearly communicate the value and benefits to potential customers. Utilize compelling visuals, persuasive copy, and effective calls-to-action to capture their attention and encourage immediate bookings. Regularly evaluate the performance of your promotions and packages, making adjustments and optimizations based on customer feedback and market trends.

By offering special promotions and packages, you can attract new customers, drive bookings, maximize revenue, and create memorable experiences that keep customers coming back.

Networking and Participating in Tourism Events

Networking and participating in tourism events are valuable opportunities to connect with industry professionals, showcase your tourism business, and build collaborative relationships. By actively participating in relevant events, you can enhance your visibility, gain industry insights, and establish yourself as a key player in the tourism sector. Here’s how to effectively network and participate in tourism events:

• Research and Identify Relevant Events: Research and identify industry-specific events, conferences, trade shows, or exhibitions that align with your target audience and business goals. Look for events that attract tourism professionals, travel enthusiasts, or potential customers.
• Create an Engaging Booth or Stand: If the event allows for booth or stand setup, create an eye-catching and visually appealing display that showcases your tourism business. Use high-quality signage, visuals, and interactive elements to attract attendees and create a memorable experience.
• Prepare Engaging Promotional Materials: Develop informative brochures, business cards, flyers, or promotional items that effectively communicate your unique selling points and contact information. Ensure that your materials are visually appealing, concise, and aligned with your brand identity.
• Attend Seminars and Workshops: Take advantage of the educational opportunities provided by the event. Attend seminars, workshops, or panel discussions related to the tourism industry to gain valuable insights, stay updated on industry trends, and enhance your knowledge.
• Engage in Networking: Actively network with other attendees, industry professionals, and potential partners. Approach conversations with a genuine interest in learning about others’ businesses and objectives. Exchange contact information and follow up with personalized messages after the event.
• Participate as a Speaker or Panelist: Enhance your visibility and establish yourself as an industry expert by participating as a speaker or panelist at relevant sessions or discussions. Share your knowledge, insights, and success stories to position yourself as a thought leader in the tourism field.
• Sponsor or Host an Event: Consider sponsoring or hosting a segment of the event to further increase your brand’s exposure. This can include sponsoring a session, hosting a networking event, or providing branded merchandise. Collaborate with event organizers to explore partnership opportunities.
• Engage on Social Media: Utilize event hashtags, share real-time updates, and engage with event attendees on social media platforms. This allows you to extend your reach and connect with a wider audience, even beyond the physical event itself.
• Follow Up and Maintain Relationships: After the event, follow up with the contacts you made to nurture those relationships. Send personalized emails, connect on professional social media platforms, and explore potential collaboration opportunities.
• Evaluate the ROI: Assess the return on investment (ROI) of your participation in the event. Measure the number of connections made, leads generated, partnerships formed, and collaborations secured. Analyze the impact of your participation and adjust your strategy for future events.

Networking and participating in tourism events provide valuable opportunities to connect with industry professionals, secure partnerships, and gain exposure for your tourism business. By actively engaging in these events, you can propel your business forward and stay ahead in the competitive tourism landscape.

Measuring and Analyzing Marketing Efforts

Measuring and analyzing marketing efforts is essential for understanding the effectiveness of your strategies, optimizing your campaigns, and making data-driven decisions. By analyzing key metrics and gathering valuable insights, you can refine your marketing approach and maximize your return on investment (ROI). Here’s how to effectively measure and analyze your marketing efforts:

• Define Key Performance Indicators (KPIs): Establish clear and specific KPIs that align with your marketing goals. These can include website traffic, conversion rates, email open rates, social media engagement, or booking inquiries. Clearly defining your KPIs ensures focus and provides a benchmark for measuring success.
• Utilize Analytics Tools: Implement robust analytics tools such as Google Analytics, social media analytics, or email marketing platforms. These tools provide valuable data on user behavior, demographics, referral sources, and engagement metrics to track the performance of your marketing efforts.
• Analyze Website Metrics: Dive into website analytics to evaluate the effectiveness of your online marketing campaigns. Monitor metrics such as bounce rate, time on site, page views, and conversion rates. Identify areas for improvement and optimize your website based on user behavior and conversion data.
• Track Conversion Rates: Measure conversion rates for key actions, such as booking inquiries, newsletter sign-ups, or brochure downloads. Analyze the conversion funnel to identify areas where visitors may be dropping off and optimize those steps to increase conversion rates.
• Evaluate Social Media Engagement: Monitor social media analytics to assess the reach, engagement, and interaction with your content. Measure metrics such as likes, comments, shares, and click-through rates. Identify the types of content or campaigns that resonate most with your audience and adjust your strategy accordingly.
• Analyze Email Campaign Metrics: Evaluate the performance of your email marketing campaigns by analyzing metrics such as open rates, click-through rates, conversions, and unsubscribe rates. Test different subject lines, content formats, and CTAs to optimize your email campaigns and improve engagement.
• Assess ROI: Calculate the return on investment for your marketing campaigns by comparing the costs incurred to the revenue generated. This enables you to evaluate the cost-effectiveness of your strategies and allocate resources to the most profitable channels.
• Monitor Online Reviews and Feedback: Regularly monitor and analyze online reviews, feedback, and customer surveys. This provides qualitative insights into the perception of your brand, customer satisfaction levels, and areas for improvement. Use this information to enhance the customer experience and address any issues raised.
• Conduct A/B Testing: Test different variables (such as headlines, visuals, calls-to-action, or landing page layouts) through A/B testing to understand what resonates best with your audience. Analyze the results and implement the winning variations to optimize your marketing campaigns further.
• Stay Updated and Adapt: Continuously stay informed about industry trends, emerging platforms, and changes in consumer behavior. Adapt your marketing strategies accordingly, integrating new tactics to reach and engage with your target audience effectively.

By consistently measuring and analyzing your marketing efforts, you can identify strengths, address weaknesses, and refine your strategies to drive better results. The insights gained from data analysis will guide your decision-making process and empower you to allocate resources effectively, ensuring the long-term success of your marketing campaigns.

In the dynamic and highly competitive world of tourism, effective marketing strategies are essential for attracting and retaining customers. By implementing a comprehensive and targeted approach, you can set your tourism business apart from the competition and reach your desired audience.

Defining your target audience and developing a unique value proposition are fundamental steps in crafting a successful marketing strategy. Understanding your audience’s demographics, psychographics, and travel preferences allows you to tailor your messaging and experiences to their specific needs and desires. Building a strong online presence through SEO optimization, engaging content, and social media marketing helps increase your visibility and connect with potential customers.

Collaborating with influencers, partners, and local businesses can unlock new opportunities and broaden your reach in the tourism industry. By leveraging customer reviews and testimonials, you can build trust, establish credibility, and influence purchasing decisions.

Furthermore, offering special promotions and packages creates incentives for customers to choose your tourism business over competitors, while participating in tourism events and networking facilitates industry connections and enhances your reputation.

To ensure the effectiveness of your marketing efforts, it is crucial to consistently measure and analyze your performance. Tracking relevant metrics, such as website traffic, conversion rates, social media engagement, and ROI, provides valuable insights to optimize your strategies and foster continuous improvement.

As the tourism industry evolves, staying up-to-date with emerging trends and adapting your marketing strategies is essential. By being innovative, customer-centric, and adaptable, you can position your tourism business for long-term success.

In conclusion, by implementing the strategies and techniques outlined in this article, you can effectively market your tourism business, attract more customers, and thrive in the ever-evolving travel industry.

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• Market Segmentation in Tourism (What It Is & Why It Matters)

Pete Sherwood , Director of Content Strategy

Pete Sherwood

Director of content strategy.

Don’t let the ever-present hat fool you (he took it off for this one photo), Pete is "all business" when it comes to taking websites from good to great. Pete writes compelling copy for users as well as search engines, and while he's sensitive about his overuse of em-dashes, he's constantly churning out succinct, targeted copy for clients in a variety of industries.

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March 22, 2023 | Reach an Audience

Originally published April 11, 2017 Updated March 26, 2023

As the tourism industry continues to advance, competition among businesses intensifies. To excel, you must understand your customers’ diverse needs and preferences.

This is where travel market segmentation comes in. This process divides a larger market into smaller groups of consumers with similar needs and characteristics.

Market segmentation is essential for travel and tourism businesses to effectively reach and engage with their target audience.

By identifying specific travel segments, such as solo travelers, adventure seekers, or luxury travelers, you can tailor your offerings and marketing messages to meet their unique needs.

In fact, a report by McKinsey & Company shows 71% of consumers expect companies to deliver personalized interactions .

This report indicates the increasing significance of market segmentation in the tourism industry. Companies that excel at demonstrating customer intimacy generate faster revenue growth rates than their peers.

In this blog post, I’ll explore the importance of market segmentation in tourism, why it’s important, and how you can use it to improve your marketing strategy.

What Is Market Segmentation in Tourism?

Market segmentation in tourism is the process of dividing the market into smaller groups of consumers with similar needs or characteristics . This helps tourism businesses tailor their offerings and marketing messages. Travel market segmentation also increases customer satisfaction and loyalty.

Why Is Market Segmentation Important in the Tourism Industry?

Travel market segmentation is a crucial strategy in the tourism industry. Travel segments divide customers into distinct groups based on their needs, interests, behaviors, and demographics.

Travel segments also help businesses tailor their marketing efforts and develop targeted products and services for each group. As a result, travel and tourism companies can maximize revenue and customer satisfaction.

Here are some key reasons why market segmentation is important in the tourism industry:

Helps businesses understand their customers : By segmenting the market, you can better understand your customers and create more personalized experiences and products.

Allows for targeted marketing : Customer segments help you create marketing messages and campaigns tailored to each unique group. This can increase the effectiveness of your marketing efforts and improve customer engagement.

Increases customer satisfaction : Offering products and services customized to your customers will likely satisfy their experience. This can lead to repeat business and positive word-of-mouth.

Boosts revenue : Creating targeted products and services that appeal to specific customer segments can increase revenue. You can attract and retain more customers, which improves profitability.

What Are the 4 Types of Traveler Segmentation?

There are several different ways to segment the travel market. The four main tourism market segments include:

• Demographic segmentation in tourism : Dividing customers based on age, gender, income, education, and other demographic factors.
• Geographic segmentation in tourism : Segmenting customers based on location, such as country, region, or city.
• Psychographic segmentation in tourism : Dividing customers based on their lifestyle, interests, values, and personality traits.
• Behavioral segmentation in tourism : Segmenting customers based on their behaviors and actions, such as travel frequency, spending habits, and travel motivations.

Using these travel segments, you can develop targeted marketing strategies, improve customer satisfaction, increase loyalty, and boost revenue.

For instance, a business that focuses on adventure travel may target customers with a high interest in outdoor activities and a willingness to take risks.

Some popular segment names for the travel and tourism industry are escapists, learners, planners, and dreamers.

What Are Examples of Market Segmentation in Tourism?

Here are five brief tourism market segmentation examples. They illustrate how businesses can tailor their offerings to specific customer needs.

• Hotel targeting business travelers by offering conference rooms and fast Wi-Fi.
• Tour company targeting adventure seekers by offering hiking and extreme sports packages.
• Cruise line targeting families by offering kid-friendly activities and childcare services.
• Luxury resort targeting customers with a high income and a preference for exclusive amenities and experiences.
• A destination marketing organization targeting retirees by promoting cultural events and attractions.

Businesses that leverage tailored travel segments gain a competitive edge in the tourism industry.

Seize the (Micro) Moment in Travel Market Segmentation

Market segmentation in tourism requires you to think critically about your target audience and how they move through the customer journey.

Often, tourism and travel market segments are created by one, or a combination, of the following:

• Age / life stage (e.g., millennial, retiree)
• Socioeconomic status
• Type of travel (e.g., business, leisure, extended stay)

With online research easier and more portable than ever, we like to think about travel segments a little differently.

Travel brands and destination marketers should consider the moments your potential customers may jump online from their phone or computer—as the biggest marketing opportunity.

While the who still matters when you’re trying to reach an audience—the when is more vital than ever.

For example, think about how you planned your last vacation. If you were like most, you bounced back and forth between dreaming about and loosely planning your next getaway—zooming in on a destination and quickly bouncing around in search of inspiration only to zoom out and consider all the options yet again.

This quick spurt of research to answer an immediate need (usually turning to a search engine) has been coined “a micro-moment” by Google.

Such micro-moments represent a huge opportunity for destination marketing organizations and are the key to attracting and earning a savvy traveler’s consideration.

Often, we pull in focus groups to test our theories on user motivation and needs.   From on-paper prototypes and discussion groups to high-fidelity wireframes and user-experience videos—we pick from our bag of user-testing methods to ensure content and calls-to-action are placed in the best places possible.

How to Use Travel Segments in Your Marketing Strategy

What if your brand or location could be in front of your potential customers during the exact moments they are dreaming about getting away, planning their visit, and eventually booking their vacation? What content should you create at what moments?

Knowing how to leverage travel market segmentation and the power of micro-moments is the key to upping your travel industry marketing game.

It’s how you keep your messaging laser focused and your audience satisfied. As a result, your travel or tourism company will see increased customer satisfaction, loyalty, and revenue!

Market Segmentation in Tourism FAQ

Answers to common questions about tourism market segmentation.

Why Do We Segment the Tourism Market?

The travel market is far too large and diverse to reach effectively in one fell swoop. Tourism marketers use segmentation to understand customer needs better and allocate marketing dollars effectively.

Effective travel market segmentation is based on extensive quantitative research focusing on large numbers of people. Then grouping them based on shared characteristics such as:

• Demographics
• Behavioral patterns
• Cognition ratings

Once identified, these groups are referred to as particular segments. You can target them with specific product offerings, services, and tailored marketing messages.

What Are the Components of the Tourism Industry?

There are six main components of tourism, each with sub-components. The six components of travel and tourism include attractions, activities, accessibility, accommodation, amenities, and transportation.

Travel Segments vs Personas: What’s the Difference?

Personas are used to encourage a design for real people with real needs. They break down the user’s context, needs, motivations, and pain points on a personal basis.

Travel segments aim to pinpoint and measure the size of different groups at a high level.

Market segmentation isn’t persona research. Sure, they’re very similar tools that group current and potential customers into manageable buckets. However, you can’t create a detailed buyer persona without first diving into market research.

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Marketing in Tourism Strategies | 5 Tips on Types

Each industry has its own characteristics, best practices, and strategies to tackle problems. This is why it’s important to look at industries separately when thinking of how to market and expand them. The tourism industry is no different, with tourism marketing becoming a critical topic for all businesses today.

Marketing techniques are rapidly evolving because of the increasing use of technology. And when it comes to tourism, travelling is one of the most popular activities. The Age of Information has allowed digital marketing to provide various kinds of travel information to everyone.

But what’s the purpose of tourism marketing? Well, even though the thought of travelling is attractive enough on its own, many tourism businesses are competing to be the number one tour marketing company for their destination/s.

This is why it’s important to use tourism marketing to promote your business and distinguish it from competitors.

The Tourism Industry & Marketing Trends

Any tour business must be aware of the different tourism types and changing consumer behaviours and travel trends in this industry.

Many years back, people perceived travelling as a luxury that only the influential and wealthy could afford.

Now, we know that there are different kinds of trips suitable for just about every pocket. From budget backpackers to luxury five-star hotel stays, people are becoming more aware of their travel needs and choosing their destinations accordingly.

Considering the rapid changes in the industry, tourism marketers need to understand and keep up to date with these developments and trends. They should also aim to adapt their strategies to cater to these conversions in consumer behaviour.

What Is Tourism Marketing?

Tourism marketing is the term used to describe the different marketing methods and strategies used in the tourism industry.

At its core, tourism marketing refers to a business that aims to attract tourists to a specific location.

The tourism field is multifaceted, so tourism marketing includes airlines, automobile rental services, and hotels and other forms of lodgings. Additionally, it covers restaurants, tours, and travel agents to generate awareness, online sales, and increase consumer acquisition.

There are many ways to do this. But first, it’s essential to understand that the foundation of a tourism marketing strategy is a well-constructed marketing plan. This marketing plan must outline the techniques, processes, and tools a company intends on using to promote tourism.

The Concept of Tourism Marketing

Tourism marketing is known to flourish in places already considered “hotspots” amongst tourists. But, it can also be used in lesser-known places to attract more visitors. One of the critical aspects of tourism marketing is strategic planning to achieve brand visibility, which ultimately leads to brand awareness.

When an enterprise has successfully created a tourism website , it can focus on achieving brand awareness and targeting potential customers. Through tourism marketing strategies and tools, companies can expand on their tourism market.

A successful marketing mix strategy can even help an entry-level travel business become a monopoly in the travel industry.

Why Marketing Tourism Is Beneficial

An essential part of tourism marketing is adopting the appropriate and relevant marketing strategy. Adopting the right plan could help your company maximise revenue and build awareness.

As one of the world’s largest industries, the travel industry is expected to keep growing in the upcoming years. Naturally, because of its demand and expected growth, this industry is highly competitive.

Travel businesses must research, formulate strategies, and think of innovative ways to stand out from their rivals. By using tourism marketing practices and tools, these businesses can promote themselves as the best option for travellers.

The key role is to find a unique selling point and then promote it to reach the masses. But reaching the masses is not enough. Capturing their attention, keeping them engaged (through experiential marketing), and using a content marketing strategy that’s relatable is just as crucial.

So, as part of your marketing efforts, you must keep up with the latest trends and adopt a marketing mix strategy that’s a perfect blend of the best practices and tools.

Different Types of Tourism Marketing

While there are many types of tourism marketing, here are a few major broad types.

1.   Location Marketing

Think of the most popular locations that come to mind when you think of a particular continent or country. For instance, if someone says “Europe”, your mind already conjures up images of the UK, Spain, France, or Italy — even if you’ve never been there. Why is this so?

Destination (or location) marketing strategies are among the most common forms of marketing in travel and tourism. The focus here is to increase customer attention to a specific place. Destination advertisers will highlight an entire location as a travel destination instead of singling out one attraction or accommodation.

Through this type of marketing, some locations have become so popular worldwide that just the mere mention of their name is enough to elicit a response. For this reason, some travel agencies do, and can, use this type of marketing to remind consumers of these destinations.

2.   Activity Marketing

Often, consumers will associate a specific activity with a place that’s already famous for that activity. Switzerland is renowned for skiing, France for vineyards, Yellowstone National Park for hiking and camping, and Alaska for Northern Lights. The list goes on and on.

When tourism marketers capitalise (or market) a particular activity in relation to a specific place, it’s called “Activity Marketing”. This type of marketing has a wide range of different kinds of tourist activities it can cater to; like adventure sports, food tours, and art galleries.

Activity marketing is the type of marketing you should adopt if your goal is to highlight a specific thing to do.

3.   Corporate Marketing

It’s vital to consider travellers who travel for reasons other than tourism. One of these includes corporate workers who may travel to different places for business purposes.

Imagine a company executive attending a meeting or conference overseas. They wouldn’t then be interested in the activities of a destination.

Corporate marketing emerged as a branch of tourism marketing. In this type of tourism marketing, professionals can highlight places where business events can take place. Through this, they can make touristy places more popular and profit off the large number of corporates who would gather at these spots.

Different Methods of Marketing in the Tourism Industry

Most modern tourism marketing strategies make use of multiple channels to attract consumers. Some of these include emails, SMSes, user-generated content, and websites.

If you want your marketing mix strategy to succeed, it’s best to use multiple channels and tools. Here are some channels you can use to include in your tourism marketing plan:

1.   Digital Marketing

Since we’re in the Age of Information and heading towards the Age of Experience , focusing on digital marketing is a must. The travel journey of consumers in this field is centred more on seeking information from trusted sources and experienced travellers.

This is especially true for first-time travellers who plan their trip from thousands of miles away. These travellers will probably spend a couple of hours on each website searching for flight tickets, accommodations, and other touristy things.

Thus, you should focus on building your brand in the digital space to reach your target audience. It’s also good to know that most searchers now use their mobile devices for travel information , either on social channels or through website content (for example, a blog post).

You should ensure your digital marketing strategy is compatible with mobile devices.

2.   Social Media Marketing

A part of the digital marketing strategy mentioned above, social media marketing includes establishing your brand on social media. Influencer marketing and user-generated content are practical parts of social media marketing to make your brand seem credible and trustworthy.

If you’re reading this article, chances are you’re just as tech-savvy as most Millennials and Gen Zs today. This also means you probably have a social media account where you may enjoy or create content on travelling.

Many tourists and travellers use social media to look for travel inspiration, accommodation and tour reviews, and hot travel tips. So, to keep up to date with the social era, your enterprise should use a robust social media strategy that showcases your travel products and services.

3.   Email Marketing

Email marketing in the tourism sector can be used for many purposes, like loyalty programs, weekly newsletters, or lead nurturing. Through email marketing, brands and companies can continuously contact existing and potential customers to build on their relationships.

A form of direct and digital marketing, email marketing can help you send updates to your target market on your latest products and services. You can also use segmented marketing to collect data on your ideal customers’ preferences and send out highly personalised content they have a higher chance of liking.

Marketing Strategies for Tourism

All this talk about the importance of marketing strategies, but which strategy to adopt and implement? The truth is that there’s no one-size-fits-all formula when it comes to tourism marketing.

You could take inspiration from other marketing companies, but you’ll still have to make some adjustments to the adopted strategy, so it’s suitable for your company. Alternatively, you could start from scratch by conducting market research and then selecting the appropriate tools, methods, and marketing activities.

Tourism marketing strategies don’t have to be boring; they can be just as exciting as their industry.

Firstly, it’s essential to keep up with the latest tourism marketing trends and developments. But that’s not enough, also consider the meaning behind these updates and how they’ll impact your travel business. Here are some strategies and marketing tips you could use for your company’s plan.

1.   Don’t Forget Local

The coronavirus outbreak in 2020 led to governments implementing a lockdown that restricted movements in and around countries. Over the months, lockdown regulations eased, with some countries allowing international travel but mainly sticking to local travel only.

To heal themselves from COVID-19 fatigue, many tourists resorted to touring their own countries. This increased domestic travel, bringing about a new target market.

Destination marketers can then use this to sell the features of their business in such a way that’ll appeal to local consumers. Instead of focusing on weather and famous attractions, highlight facilities, one-day trips, and a site’s ability to host events.

Additionally, emphasise the best hotels, cafes, and bars in an area as this will appeal to locals who are now more attracted to discovering the best of their town.

2.   Remote Working

This may sound completely unrelated to tourism marketing, but a result of the pandemic is an increase in remote work.

When many businesses moved to an online working model during the lockdown, the workforce looked for alternate places to serve as their workplace. This created a specific niche of remote workers who turned to hotels and foreign destinations to enjoy work with a different view.

To cater to these business needs, travel marketing companies can create and promote product offerings that appeal to remote workers. Whether it’s a business suite in a 5-star hotel in Dubai or an Airbnb in the forest, the appetite for work-friendly spaces and accommodations is expected to keep growing.

3.   Virtual Reality (VR) tours

A part of experiential marketing, Virtual Reality is just one of the many exciting tourism technologies available today. Through VR, tourists and travellers can experience a flight, hotel, restaurant, or attraction from a great distance away.

Easily accessible from a computer or mobile, virtual reality tours provide an opportunity for users to get a sense of an experience that awaits them. By getting a sense of what they can expect, virtual reality tours effectively clear clients’ doubts during the booking process and increase their appetite for travel.

4.   Voice Search, Chatbots & Other Technologies

Technology just keeps outshining itself, doesn’t it? Tour operators can use voice search technology to allow customers to make bookings, seek information, and give feedback just by speaking. This makes it easier for mobile users on the go to use your services.

Chatbots allow for quick responses to customers, even when staff members are not available. Using chatbots on your website allows you to communicate with clients 24/7, in multiple languages, and promote your products and services. This can help increase revenue and improve the customer experience.

Other beneficial technologies include contactless payments, cybersecurity measures, and augmented reality. Or, improving your existing digital content through strategies like on-page SEO optimization and content upgrades to rank higher on search engine result pages.

5.   Personalisation

Personalisation marketing is a branch of marketing that can be used to create more relevant customer offerings.

This type of marketing can be used with email, social media, and other similar marketing tools. Since modern customers have such individualistic personalities and tastes, personalised offerings appeal more to them.

So, through this marketing, travel companies can capture data (for example, from the company’s Facebook page or website). And then they can use this data to curate customer profiles and offer personalised offerings and future recommendations.

Final Thoughts on the Marketing of Tourism and Travel

Remember that customers don’t just pay for products and services; they pay for the experience they expect to gain from it. The trick is to find your unique selling point and promote it as a comparatively superior experience in your tourism marketing efforts.

Since so many people love leisure trips, you must aim to make your company or brand stand out as unique compared to other tourism companies in this competitive industry. An effective advertising and marketing strategy can boost brand visibility and awareness for a new audience and the existing customer base.

Hopefully, you found these marketing tips and tricks useful for your tourism business.

More to explorer

How To Start A Travel Blog (And Earn $10,000 A Month)

User-Generated Content for Hotels | How to Encourage & Use It

An In-Depth Guide on The Best Places to List Your Tours (2024)

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Top 15 Tourism Marketing Agencies to Consider in 2024

By Alexandra Kazakova 16 min READ | Jan 18 2024

Table of contents

Facing the challenge of effectively marketing your tourism business?

You're not alone.

Many struggle to stand out in the competitive tourism industry.

What's why we've compiled a comprehensive list to guide you through.

• Discover the top 15 tourism marketing agencies: learn about industry leaders.
• Find out unique selling points: each agency's distinct approach to making your business shine.
• Key services offered: from digital marketing to bespoke campaigns, find out what suits your needs.
• Notable clients: learn from the success stories of other businesses these agencies have transformed.

Continue reading to find your perfect marketing partner and transform your tourism strategy today!

TL;DR: The Best Tourism Marketing Agencies

• inBeat : Specializes in paid media, UGC and micro-influencer marketing, and offers access to a premium network of content creators for authentic brand promotion.
• The Tourism Marketing Agency : International expertise in educating and inspiring the travel sector, making them a top choice for global outreach.
• Noble Studios : Renowned for their deep industry experience, managing marketing programs for destinations and hospitality brands worldwide.
• Blend : Excels in personalized strategies and market research to position your brand effectively in the tourism sector.
• Miles Partnership : Focuses on equitable marketing practices and creating forward-thinking content marketing solutions for the travel industry.

Benefits of Hiring a Tourism Marketing Agency

Hiring a tourism marketing agency can provide numerous benefits for businesses in the travel and hospitality sector.

• Firstly, these agencies bring a wealth of industry expertise understanding the nuances of the travel market and its ever-changing trends. They can develop strategies tailored to your unique brand, helping you stand out in a crowded marketplace.
• Additionally, tourism marketing agencies have access to a vast network of influencers and content creators, facilitating authentic and engaging campaigns. Their data-driven approach ensures that marketing efforts are effective and that you get the maximum out of your budget.
• Partnering with a tourism marketing agency can lead to increased brand visibility, higher conversion rates, and sustained growth in the competitive tourism industry.

A Deep Dive into Each Top 15 Tourism Marketing Agency

inBeat is a top performance creative agency in the world of tourism marketing, recognized for its expertise in paid advertising blended with micro-influencer marketing.

With a focus on helping travel businesses, they offer scalable solutions and personalized campaigns.

What sets them apart is their exclusive partnership with the top 2% of content creators, providing access to a vast network of high-engagement influencers.

This agency excels at connecting brands with authentic voices, making it an ideal choice for those seeking genuine and effective influencer marketing strategies.

With inBeat, you can tap into a world of influencer possibilities to elevate your tourism brand's reach and impact.

Various case studies testify to their results, and their partnership with New Balance proves their ability to create geo-targeted campaigns that drive results.

Industries: Tourism, Travel, Hospitality, Education, Automotive, Mobile Applications, CPG and DTC brands, Retail, eCommerce, Agencies, Fashion, Food, CPG, B2B

Notable clients: Nissan, New Balance, Deux par Deux, Linktree, Hopper, Disney

Key services:

• Tourism & Travel Digital Marketing
• Social Media Advertising
• UGC Creation
• TikTok and Instagram Marketing & Advertising
• Micro-Influencer and nano-influencer marketing
• Paid Advertising

Reason to work with inBeat: Harness the power of micro-influencers

inBeat stands out for its exceptional partnership with the top 2% of content creators, granting you access to a vast network of micro-influencers and nano-influencers who can authentically promote your brand.

2. The Tourism Marketing Agency

The Tourism Marketing Agency distinguishes itself as an international digital tourism expert with a commitment to education and inspiration for travel brands.

Their mission revolves around empowering tour, activity, and travel operators to acquire customers and grow their businesses.

This agency's expertise lies in its team of dedicated travel and tourism marketing professionals poised to guide brands toward success.

Their focus on global partnerships and industry connections positions them as a vital resource for businesses seeking to expand their international presence.

With a dedication to fostering growth and innovation, The Tourism Marketing Agency is a trusted partner for brands aspiring to make their mark in the travel industry with its digital marketing services.

Industries: Tourism, Travel

Notable clients: Bermudaful, Alaskan Sights and Bites, Overland Ireland Tours Case Study, Rewind Dubrovnik Case Study

• Marketing Automation
• Google Ad Management
• Web Development
• Digital Marketing

Reason to work with The Tourism Marketing Agency: International expertise

This agency's unique feature lies in its extensive international connections, making it your go-to partner for expanding your tourism brand's reach across borders and cultures.

3. Noble Studios

Noble Studios is a creative and performance digital marketing agency renowned for its deep expertise in tourism, travel, and the hospitality industry.

Their team boasts extensive experience in managing marketing programs for destination marketing organizations, digital marketing services, and revenue management for various entities in the tourism industry.

With a focus on innovation and personalized digital destination marketing solutions, Noble Studios stands out as a go-to choice for brands seeking to transform potential travelers into loyal customers.

Their dedication to award-winning design and brand storytelling positions them as an industry leader in creating captivating experiences that resonate with audiences.

For those looking to make a significant impact in the tourism sector, Noble Studios offers a wealth of experience and creativity to achieve business goals.

Industries: Tourism, Travel, Hospitality

Notable clients: San Luis Obispo, Santa Monica Travel & Tourism, Yosemite, Nintex

• Brand Strategy & Brand Services
• Search Engine Optimization
• Paid Media Marketing
• Creative Services
• Content Marketing Services

Reason to work with Noble Studios: Industry insiders

With a team that has managed marketing programs for destination marketing organizations and marketed various tourism entities worldwide, Noble Studios boasts unparalleled insider knowledge of the tourism and hospitality sector.

Blend is a full-service travel marketing agency known for its close collaboration with tour and activity businesses.

Their unique approach involves aligning strategy, branding, business goals, and marketing to foster growth and profitability.

What sets them apart is their ability to help brands find the right positioning in the market and in the minds of their customers.

Blend can conduct in-depth market research and gather customer insights to inform digital marketing services, strategies, and tactics, ensuring that your brand stands out in the competitive tourism industry.

With a focus on customer clarity, competitiveness, and future growth, Blend is an ideal partner for any tourism business looking to thrive in the world of travel and exploration.

Notable clients: 360 CHICAGO, Old South Carriage Company, Legacy Mountain Ziplines, The Forge Adventure Park

• Marketing Strategy
• Photography & Video Production
• Advertising Campaigns
• Email Marketing

Reason to work with Blend: Personalized strategies

Blend is known for its tailored approach to marketing, working closely with travel companies to craft customized strategies that align with their brand's unique identity and goals.

5. Miles Partnership

Miles Partnership  is a strategic marketing company that specializes exclusively in travel and tourism.

They collaborate with over 90 destinations and hospitality businesses to create forward-thinking content marketing solutions, both in print and digital formats.

What makes them unique is their commitment to evolving equitable and inclusive marketing practices, ensuring that campaigns reach a diverse audience.

Miles Partnership actively engages with the travel industry through conferences, speaking engagements, sponsorships, and educational events.

With a focus on providing effective strategies,, creative content, and digital development solutions, Miles Partnership is an essential resource for businesses aiming to make a meaningful impact in the travel and tourism sector.

Notable clients: San Francisco Travel Association, Explore Boone, Hawks Cay Resort, Kentucky Tourism

• Strategic Consulting
• Branding & Creative
• Content Creation & Distribution
• Digital Development & Optimization
• Media Planning & Buying
• Revenue Generation & Coop Programs

Reason to work with Miles Partnership:  Equitable marketing

Miles Partnership places a particular emphasis on equitable and inclusive digital marketing services and practices, ensuring that your brand's campaigns resonate with a diverse audience.

6. MassLive Media

MassLive Media is a leading media and marketing company located in New England. Their distinctive feature lies in their ability to combine comprehensive digital marketing services with superior audience targeting capabilities.

They harness first-party data, traveler decision-making insights, and precise market analysis to deliver highly effective messaging through various marketing channels such as search marketing, display, and content.

MassLive Media's expertise in inspiring potential customers motivated to travel and their partnership with local influencers make them a valuable asset for tourism marketing.

Their commitment to driving tourism to your destination and their broad capabilities make them a compelling choice for businesses in the tourism sector.

Industries: Travel & Tourism, Cannabis, Banking & Finance, Education, B2B, Recruitment, Retail, Small Business

Notable clients: CleanSlate Recovery Center, Springfield Rescue Mission, Springfield Technical Community College

• Mobile Device Targeting
• Social Conversation
• Content Production

Reason to work with MassLive Media: Local insights, global reach

This agency combines local insights with precise market analysis, delivering targeted messages to travelers who are already inspired to explore your destination.

Thrive is an award-winning digital marketing agency with a focus on helping tourism firms navigate challenging times with clever and mindful digital marketing solutions.

They boast a team of digital marketing experts dedicated to client success, with an emphasis on collaboration.

Thrive's strength lies in its extensive experience and commitment to incorporating client input into its digital marketing solutions and strategies.

They value their clients' ideas and ensure that their solutions align with the brand's goals and representation on all marketing channels.

With Thrive's expertise, marketing plan and client-centered approach, businesses can excel in the tourism industry even in the most trying circumstances.

Industries: Travel & Tourism, Education and Finance, Health/Medical, Home Services, Manufacturing

Notable clients: Hollow HIll Farm Event Center, Hidive, Geoforce, IDville

• Social Media Marketing
• Web Design And Development
• Video Production
• Content Writing
• Online Reputation Management

Reason to work with Thrive: Clever, mindful marketing

Thrive excels in crafting clever and mindful digital marketing strategies and messages that generate leads and sales, helping your tourism firm thrive even in challenging times.

8. BlackDog Advertising

BlackDog Advertising is a full-service marketing and advertising agency known for its data-driven and innovative approach.

They have a unique understanding of regional and localized marketing efforts, with a system that identifies highly targeted audiences and delivers real-time trackable results.

What sets them apart is their fusion of artistry, technology, and business strategy to solve complex problems and drive successful solutions.

With over 30 years of experience perfecting their formula, BlackDog Advertising offers a creative edge that resonates with clients seeking measurable growth and captivating creative campaigns.

Their commitment to delivering results through analytics and creativity positions them as a valuable partner in the tourism marketing arena.

Notable clients: Luminosa Chinese Lantern Festival, Ghosts & Gravestones, Arlington National Cemetery Tours, San Diego SEAL

• Business Consulting
• Strategy Development
• Social Media Management
• Copywriting + Content Strategy

Reason to work with BlackDog Advertising: Data-driven solutions

BlackDog Advertising brings a data-driven approach to the table, providing measurable growth through sound analytics and captivating creative solutions.

9. TOP Agency

TOP Agency stands out as a dynamic digital marketing company that leverages its team of digital marketing experts, news-leading data and research, as well as an international influencer network to create authentic and modern campaign strategies.

Their unique approach aims to effectively activate and engage target audiences, turning industry changes into business growth opportunities.

What sets them apart is their ability to minimize ad spending while generating organic engagement that is easier to convert.

With a focus on innovative content and content strategy, TOP Agency spurs action from the audience, making campaigns a significant driver of growth.

Their commitment to blending data-driven strategies with creative content makes them a compelling choice for tourism businesses seeking to thrive.

Industries: Tourism, Travel, Hospitality,  B2B, CPG, Education, Finance, Food & Beverage, Pets, Tech

Notable clients: Spinnaker Support, Marchex, Appvance, DroneDeploy

• Creative Production
• Influencer Marketing
• Public Relations

Reason to work with TOP Agency: Rapid industry response

TOP Agency specializes in turning rapid industry changes into your business's rapid growth, creating organic engagement that's easier to convert for your tourism business.

DANA is a full-service lifestyle marketing agency with a deep commitment to creating experiential marketing ideas for premier hotel, resort, travel, and lifestyle brands.

They pride themselves on their ahead-of-the-curve technology and passionate project portfolio, driven by an eclectic crew of visionaries.

Their network of national ad agency offices allows them to provide personalized attention to lifestyle companies with fanatical devotion.

Armed with enthusiastic creativity and a portfolio full of passionate projects, DANA is well-equipped to bring your brand's vision to life.

With over 50 combined years in the industry and deep global relationships, they offer innovative solutions to help your brand shine in the competitive tourism sector.

Industries: Tourism, Hospitality, Lifestyle, Golf, Meetings, Real Estate

Notable clients: Brandy Wine Valley, Royal Isabela, New Jersey visitnj.org, The Hawaiian Islands

• Search Engine Marketing

Reason to work with DANA:   Fanatical devotion

DANA's team of digital marketing experts offers fanatical devotion to your brand, providing one-on-one attention and enthusiastic creativity to drive customers and revenue.

DCI is a leading international marketing agency with over 60 years of experience, specializing in economic development, tourism, and talent attraction marketing.

Their team of in-house creative placemakers is skilled at developing and executing marketing campaigns that attract more visitors, businesses, and talent to client destinations.

DCI collaborates with tourism clients worldwide to create tourism marketing campaigns, generating demand and conversions among various customer segments in the tourism sector.

Their solutions to clients and marketing plans are rooted in industry research, identifying trends in traveler behavior to drive effective campaigns.

With a rich history and expertise in the field, DCI offers a strategic and data-driven approach to help destinations and tourism clients succeed in the travel and tourism industry.

Notable clients: WonderFL, Carolina Core, Visit Scotland, Tulsa Regional Chamber

• Branding & Marketing Strategy
• Business Events
• Foreign Direct Investment
• Hospitality Investment Attraction
• Media Buying
• Museum Marketing
• Website Products

Reason to work with DCI : Economic development expertise

DCI's specialization in economic development, tourism, and talent attraction marketing positions them as the ideal partner for increasing visitor arrivals and business growth.

12. Digitalcoconut

Digitalcoconut is an innovative travel marketing agency with a deep understanding of engaging and communicating with travelers effectively.

Their skill lies in crafting marketing messages that resonate with consumers and make brands shine. With decades of combined experience in the industry, they have established profound relationships worldwide.

Digitalcoconut is known for its flexibility and problem-solving capabilities, going above and beyond to exceed business owner's expectations.

Their expertise and global connections make them valuable partners for businesses looking to make a memorable impact in the tourism and travel sector.

Notable clients: Footprints Villa, Kiko Villa, Sea Glass Villa, Eden Life Magazine

• Logos & Branding
• Website Design & Development
• App Development
• Content Creation
• CRM & Email Marketing
• Advertising & Media
• Distribution Channel Management

Reason to work with Digitalcoconut: Heartstrings and purse string

Digitalcoconut excels in crafting marketing messages that tug on the heartstrings and purse strings of travelers, making your brand shine in the competitive tourism market.

13. Tourism Tiger

Tourism Tiger is a dynamic marketing agency focusing on turning potential travelers into bookers.

They excel in creating lightning-fast, specialized tour websites tailored to the unique challenges and opportunities in the tours and activities industry.

With a dedicated team of digital marketing experts, they work diligently to increase brand visibility, organic search performance, and online revenue.

Tourism Tiger ensures that their clients' brands and websites utilize the right resources to boost leads and conversions effectively.

Their expertise in the tourism sector positions them as a valuable resource for businesses seeking to optimize their online presence and drive bookings.

Notable clients: Skydive Cross Keys, Insight Cities, Smooth Rapids, Roam Wild Adventure

• Content/Blog Writing
• Reputation Management
• Social Management
• Marketing Strategies

Reason to work with Tourism Tiger: Lightning-fast tour websites

Tourism Tiger combines highly specialized tour websites with digital marketing expertise to increase your brand's online revenue by turning lookers into bookers.

14. The Creative Collective

The Creative Collective , established in 2007, is a leading independent and full-service marketing agency with extensive capabilities and experience across a wide range of industries, including digital marketing.

They have a team with in-depth knowledge and experience in the tourism and travel industry, both nationally and internationally.

The agency has worked with a variety of tourism-related businesses, including tourism operators, attractions, airports, and hotels, demonstrating their versatility and adaptability to different tourism sectors.

The Creative Collective is known for its ability to navigate the evolving challenges and opportunities faced by tourism and travel businesses, from lockdowns to changing visitor dynamics.

With a strong focus on regional and independent businesses, they are a valuable partner for those seeking marketing solutions in the tourism industry.

Industries: Travel, Tourism, Retail, eCommerce, Not for Profit, Medical & Health, Real Estate, Industrial sectors.

Notable clients: Port Stephens Tourism, City of Newcastle, Destination Scenic Rim, Luxury Cruise Escapes

• Branding and Logo Design Services
• Outsourced Marketing
• Web Design & Development
• PR Services

Reason to work with The Creative Collective: Regional expertise

With a regional focus and deep understanding of the tourism industry, The Creative Collective is a trusted partner for navigating your specific market's unique challenges and opportunities.

TTM , or Travel & Tourism Marketing Ltd., is a boutique, full-service agency specializing in travel and tourism representation in the UK and Ireland.

They offer comprehensive integrated services, including product development, sales, public relations, training, and consumer and trade marketing.

What sets them apart is their friendly team of travel professionals who bring an engaging approach to their work.

They focus on understanding and enhancing their clients' unique positioning within the marketplace, providing bespoke and cost-effective solutions for growth.

TTM's consistency, experience, creativity, and strong connections make it a contemporary agency with the expertise to deliver results for tourism and travel businesses.

Notable clients: Visit Baton Rouge, Cornwall Discovered, LouiSiana, Discover New England

• Digital Advertising Campaigns
• Developing plans with influencers and content providers
• Social Media Activity
• Marketing Planning

Reason to work with TTM: Bespoke full-service providers

TTM takes pride in being bespoke full-service providers, offering contemporary, creative, and professional solutions tailored to your brand's unique positioning within the marketplace.

Key Factors in Choosing Tourism Marketing Agency

When selecting a tourism marketing agency, consider the following factors:

• Industry experience and track record.
• Understanding of your target audience and ability to craft tailored strategies.
• Transparency and communication, including clear reporting and regular updates on campaign performance.
• Approach to technology and data analytics to optimize marketing efforts and achieve measurable results.

By assessing these factors, you can choose an agency that aligns with your brand's goals and helps you navigate the complexities of the tourism industry effectively.

Selecting the right tourism marketing agency is a crucial decision for the success of your brand.

After exploring the top agencies in this article, one agency stands out as a compelling choice - inBeat .

With a focus on micro-influencer marketing and a partnership with the top 2% of content creators, inBeat offers a unique advantage.

They excel at delivering authentic and engaging campaigns that resonate with travelers, leveraging the power of influential voices.

Furthermore, inBeat's versatility, scalable services, and personalized approach make them an ideal partner for businesses of all sizes.

By choosing inBeat, you are not just selecting an agency but also a strategic ally dedicated to elevating your brand's visibility and impact in the tourism sector.

So why settle for the ordinary when you can collaborate with the extraordinary?

Choose inBeat and embark on a journey towards tourism marketing excellence.

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If you are in the tourism and hospitality industry and are looking to boost your business and increase your bottom line, a better marketing strategy can help. Whether you own a hotel, restaurant, travel agency, or a transport company there are things you can do to help gain visibility, attract customers, and build a loyal following. These four tourism marketing strategies can help you figure out the best way to enhance your business and stay present in the industry.

The travel and tourism industry is one of the largest in the world and has experienced stable growth over the last five years. It’s also a very fragmented industry. According to a report by IBISWorld , it’s estimated that the four main companies in this industry represent less than 10 percent of the total market share.

Many segments of the industry are dominated by small businesses and this facilitates access to all those who wish to build their own business. Given this opportunity, implementing the right tourism marketing strategies is crucial to stand out from the competition and to establish yourself as an authority in the industry.

With all the available opportunities for growth and development, creating a solid marketing plan with the four following strategies can be your key to success and the difference between breaking even and making a profit.

#1 Apply storytelling on your social media posts

According to HubSpot , consumers today (among them, tourists) process more than 100,500 digital words a day. Every time they want to know something they ask Google and they can compare prices instantly in three clicks. It’s not that everyone wants to ignore your marketing messages, but given a large amount of information they are exposed to, it’s inevitable that your efforts can get lost in the shuffle. Therefore, it’s necessary to find new ways to communicate to get their attention and get them to interact with your brand .

In a TED Talk , Simon Sinek, founder of Start With Why, said:

People don’t buy what you sell, they buy why you sell it.

When designing your marketing messages on social media it’s not effective to only describe the characteristics of the products or services you offer.

To effectively capture the attention of your target audience and generate more engagement, tell them why your service is made for them while also explaining what they will experience if they decide to buy your product or use your service.

In this sense, stories have enormous power. They generate empathy, transmit confidence, are easy to remember and, most importantly, are easy to share. Storytelling is a technique that allows you to link your product or service with a concrete, symbolic and emotional experience through a story and take advantage of its full potential.

When coming up with stories about your business, try to link them to your product or to the daily activities of your business in subtle ways and put them in your company’s social media posts.

Here are some examples of tourist establishments that use this technique in their Instagram, Facebook and Twitter posts:

If your content on social media doesn’t get “likes” or isn’t shared on Facebook or similar platforms, another proven resource that can help you is creating a mascot or character associated with your brand that acts as the protagonist of your stories.

For example, the travel company Travelocity has associated a traveling gnome with their brand. He appears as the protagonist in several of their publications. In addition, this travel company has created additional social profiles for the character including a fan page on Facebook, a Twitter account and an Instagram account through which they offer exclusive discounts to their followers.

In this way, they manage to promote their trips in an entertaining way that captures the attention of the users, generates engagement and manages to create a community of fans around their character and, therefore, around their brand. On Twitter alone, they’ve got more than 210,000 followers.

#2 Use augmented reality to offer memorable experiences

Within the tourism sector, offering an incredible experience is essential to get customers to remember you, recommend your brand or use your service again. Using new technologies such as augmented reality in your marketing strategy can help you create innovative and memorable experiences for your visitors and, at the same time, differentiate yourself from your competitors.

If you’re not familiar with the term augmented reality, TechTerms provides a very simple definition:

Augmented reality, commonly abbreviated as “AR,” is computer-generated content overlaid on a real-world environment.

Surely you’ve heard of Pokémon Go , a mobile augmented reality game whose launch in 2016 was a massive success. This game uses the GPS of your mobile to locate, capture and engage in battles with virtual creatures (Pokémon). By activating the camera, players can see these creatures through the screen as if they were in a real location. This is augmented reality.

The potential of this technology in the tourism industry is enormous and many tourist establishments are already using it to offer different experiences to tourists.  According to a Zenith analysis , in 2018 the pervasiveness of smartphones will reach 66 percent, which means that more than half of the world uses a smartphone.

Hotels were one of the first industries to apply this technology to their marketing actions. For example, the Casa Madrona Hotel in New York used this technology to show tourists walking the street the impressive balcony views of one of its 360-degree suites, as you can see in the following video:

Augmented reality also offers great possibilities for the transportation industry . With a travel app with augmented reality, you could point the camera to a transport vehicle and discover your route, the next stop and places of interest you pass through, something very useful if you are a foreigner.

For example, the transport company, Tunnel Vision , created an app that transforms the New York subway map into an interactive guide in different languages, as you can see in the following video:

According to an analysis of augmented reality published in Harvard Business Review , the three elements that allow the massive adoption of augmented reality apps are:

• Relevant content
• A realistic and compelling interaction of the virtual with the physical environment
• A unique value that goes beyond what other technologies offer

To design a successful augmented reality app that offers a memorable experience, you must make sure it has these three elements.

#3 Create valuable content and optimize your website for SEO

According to a study by Aberdeen , conversion rates are six times higher for those who adopt content marketing than for those who don’t.

Since content marketing is incredibly important, to ensure you get the best results, consider hiring an SEO specialist to help you design a tailored strategy for your business is recommended. That being said, there are things you can do on your own. Here are a few basic tips to help you create a content and SEO strategy for your tourism marketing plan.

• Include a blog on your website and publish content that provides valuable information for your target audience: According to Ascend2, 72 percent of marketers say that creating relevant content was the most effective SEO tactic . Constructing high-quality content that provides valuable information about topics related to your tourism business (such as travel tips or interesting places to visit) can help you increase the authority of your website and, therefore, improve your positioning on Google.

If you manage to publish really interesting posts, they’re more likely to be shared or linked by other sites. This way you will get high-quality inbound links that Google will look at when positioning your website. For example, Jerry’s Motel in Los Angeles incorporates a blog in its website that publishes posts with useful and practical tips for traveling to the city.

• Choose long keywords (more than three terms) that have a high search volume and a low level of competition: According to WordStream, 50 percent of Internet searches have four or more words. You must make sure that the keywords you insert in your content are long and describe your business, products, services or—if it’s a blog post—the subject you are dealing with. Look at the number of times users search for them. This should be a significant figure relative to your pages’ click rates.

Similarly, there will be more chances of getting a good position on Google if the level of competition for your keywords is low. You have tools at your fingertips that help you discover this type of data such as the Keyword planner through Google AdWords, SEMrush or Moz .

• Take care of SEO on your website: There are several factors that influence to a greater or lesser extent the positioning of a website on search engines like Google.  SEO experts agree that for Google to position your page or your post for the keyword you have chosen, you must add it in the beginning of the title of the page, in the subtitles , in the first paragraph of the content, repeat it several times throughout the content, in the URL , in the “Alt” tags of the images and in the meta tags (the summaries that appear in the Google’s results pages).

On the other hand, you must also create internal links that allow users to navigate between the different pages of your website. You should also aim to get external links (those that appear on third-party websites and direct visitors to your website). Make sure that your website has a fast loading speed and that it adapts to mobile device screens (responsive design) as Google started penalizing non-responsive websites in 2015.

• Create long and interesting content: Content marketing has changed a lot since Google no longer recognizes short articles with superfluous content. Instead, it gives the first positions to websites that publish pages with long and substantiated content that provides interesting information about a topic. Several studies agree that longer pages or posts tend to get a better position on Google which translates into more traffic. For example, HubSpot discovered that the posts that got more organic visits were those that contained between 2,250 and 2,500 words.

Source: HubSpot

• Create localized content: The tourism sector is a local industry so you can take advantage of this feature to create localized content which will allow you to reduce competition and attract only your potential customers. If your tourism business is located in London, try to create content that deals with topics related to travel and tourism applied to London making sure to include the term “London” in your keywords. For example, a tourist guide agency in London can create a post about “hidden places in London that you have never visited.”

#4 Manage your reviews on TripAdvisor

TripAdvisor is the largest travel review platform in the world and has more than 450 million users and more than 570 million reviews. If you are the owner of a hotel, a restaurant, a theme park or a provider of tourist activities you should know that reviews play an important role in the tourist’s decision. A survey carried out by PhoCusWright reported that 70 percent of travelers read TripAdvisor reviews before choosing a hotel and that 53 percent do not decide to make any reservations before having read reviews .

While it’s true that reviews can be as beneficial as they are harmful to your business, if you manage them well you can avoid having your image seriously affected by a bad review. Responding to negative comments in an assertive and polite manner is the best way to do this. The PhoCusWright survey also revealed that 87 percent of users believe that an appropriate response to a negative review improves their impression of the establishment .

However, you have to be very careful not to create the opposite effect. In order to respond successfully to a negative review you should :

•      Respond as quickly as possible
•      Do it politely
•      Thank the user for sharing his opinion
•      Apologize, if necessary
•      Demonstrate that your company takes user comments seriously
•      Demonstrate that your team will be fully involved to improve the service
•      Try to offer a solution whenever possible

Here’s how the Gray Line San Francisco tour company responded cautiously to a negative review on TripAdvisor, following these recommendations:

Even so, you shouldn’t see criticism as a threat since the opinions of your customers can provide you with valuable information to implement improvements in your business and thus offer a better experience to future visitors. You should also know that, according to the PhoCusWright survey, 66 percent of users tend to ignore extreme comments when they read reviews, so while positive reviews predominate, you shouldn’t worry too much about the destructive ones.

Taking into account that the reviews are, many times, a key factor in a tourist’s decision when booking a table in a restaurant, a room in a hotel, a tour or when buying tickets for a theme park, not having a full profile on TripAdvisor means closing doors to a community of more than 450 million users willing to discover new sites and miss a great opportunity to promote your company and generate more sales.

There are also other review platforms that are gaining popularity, such as Yelp , which currently receives about 130 million unique visits and has more than 70 million reviews.

Unlike TripAdvisor, Yelp is not intended exclusively for the tourism and travel industry (there are reviews on all types of businesses), but it has an important base of reviews on restaurants, hotels and other companies operating within the tourism sector. If you want to discover how to incorporate this platform into your marketing plan, read How to increase reviews on Yelp .

The implementation of these four tourism marketing strategies will help you increase the visibility of your business, attract your target audience and get a better return on your marketing investment. Although these techniques can be applied in most cases within the tourism scope, take into account the needs of your business and choose those that best suit it.

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Chapter 8. Services Marketing

Ray Freeman and Kelley Glazer

Learning Objectives

• Explain the meaning of services marketing
• Describe the differences between marketing services and marketing products
• Describe the characteristics of a marketing orientation and its benefits
• Define key services marketing terminology
• Explain the PRICE concept of marketing
• Provide examples of the 8 Ps of services marketing
• Gain knowledge of key service marketing issues and trends

Marketing is   a continuous, sequential process through which management plans, researches, implements, controls, and evaluates activities designed to satisfy the customers’ needs and wants, and meet the organization’s objectives. According to Morrison (2010), services marketing  “is a concept based on a recognition of the uniqueness of all services; it is a branch of marketing that specifically applies to the service industries”(p. 767).

Marketing in the tourism and hospitality industry requires an understanding of the differences between marketing goods and marketing services. To be successful in tourism marketing, organizations need to understand the unique characteristics of their tourism experiences, the motivations and behaviours of travelling consumers, and the fundamental differences between marketing goods and services.

The Evolution of Marketing

Until the 1930s, the primary objective of businesses was manufacturing, with little thought given to sales or marketing. In the 1930s, a focus on sales became more important; technological advances meant that multiple companies could produce similar goods, creating increased competition. Even as companies began to understand the importance of sales, the needs and wants of the customer remained a secondary consideration (Morrison, 2010).

In 1944, the first television commercial, for Bulova watches, reached 4,000 sets (Davis, 2013). The decades that followed, the 1950s and 1960s, are known as an era when marketing began to truly take off, with the number of mediums expanding and TV ad spending going from 5% of total TV revenues in 1953 to 15% just one year later (Davis, 2013).

The era from approximately 1950 to around 1970 was known as a time of marketing orientation (Morrison, 2010). Customers had more choice in product, this required companies to shift focus to ensure that consumers knew how their products matched specific needs. This was also the time where quality of service and customer satisfaction became part of organizational strategy. We began to see companies develop internal marketing departments, and in the 1960s, the first full-service advertising agencies began to emerge.

Societal marketing emerged in the 1970s when organizations began to recognize their place in society and their responsibility to citizens (or at least the appearance thereof). This change is demonstrated, for example, by natural resource extraction companies supporting environmental management issues and implementing more transparent policies. This decade saw the emergence of media we are familiar with today (the first hand-held mobile phone was launched in 1973) and the decline of traditional marketing through vehicles such as print; the latter evidenced by the closure of LIFE Magazine in 1972 amid complaints that TV advertising was too difficult to compete with (Davis, 2013).

The mid-1990s ushered in the start of the online marketing era. E-commerce (electronic commerce) revolutionized every industry, perhaps impacting the travel industry most of all. Tourism and hospitality service providers began making use of this technology to optimize marketing to consumers; manage reservations; facilitate transactions; partner and package itineraries; provide (multiple) customer feedback channels; collect, mine, analyze, and sell data; and automate functions. The marketing opportunities of this era appear limitless. Table 8.1 summarizes the evolution of marketing over the last century.

Typically, the progression of marketing in tourism and hospitality has been 10 to 20 years behind other sectors. Some in the industry attribute this to the traditional career path in the tourism and hospitality industry where managers and executives worked their way up the ranks (e.g., from bellhop to general manager) rather than through a postsecondary business education. It was commonly believed that to be a leader in this industry one had to understand the operations inside-out, so training and development of managers was based on technical and functional capabilities, rather than marketing savvy. And, as we’ll learn next, marketing services and experiences is distinct and sometimes more challenging than marketing goods. For these reasons, most businesses in the industry have been developing marketing skills for only about 30 years (Morrison, 2010).

Differences Between Goods and Services

There are four key differences between goods and services. According to numerous scholars (Regan; Rathmell; Shostack; Zeithaml et al. in Wolak, Kalafatis, & Harris, 1998) services are:

• Heterogeneous
• Inseparable (simultaneously produced and consumed)

The rest of this section details what these concepts mean.

Intangibility

Tangible goods are ones the customer can see, feel, and/or taste ahead of payment. Intangible services, on the other hand, cannot be “touched” beforehand. An airplane flight is an example of an intangible service because a customer purchases it in advance and doesn’t “experience” or “consume” the product until he or she is on the plane.

Heterogeneity

While most goods may be replicated identically, services are never exactly the same; they are heterogeneous . Variability in experiences may be caused by location, time, topography, season, the environment, amenities, events, and service providers. Because human beings factor so largely in the provision of services, the quality and level of service may differ between vendors or may even be inconsistent within one provider. We will discuss quality and level of service further in Chapter 9.

Inseparability

A physical good may last for an extended period of time (in some cases for many years). In contrast, a service is produced and consumed at the same time. A service exists only at the moment or during the period in which a person is engaged and immersed in the experience.

Perishability

Services and experiences cannot be stored; they are highly perishable . In contrast, goods may be held in physical inventory in a lot, warehouse, or a store until purchased, then used and stored at a person’s home or place of work. If a service is not sold when available, it disappears forever. Using the airline example, once the airplane takes off, the opportunity to sell tickets on that flight is lost forever, and any empty seats represent revenue lost.

Planning for Services Marketing

To ensure effective services marketing, tourism marketers need to be strategic in their planning process. Using a tourism marketing system  requires carefully evaluating multiple alternatives, choosing the right activities for specific markets, anticipating challenges, adapting to these challenges, and measuring success (Morrison, 2010). Tourism marketers can choose to follow a strategic management process called the PRICE concept , where they:

• P: plan (where are we now?)
• R: research (where would we like to be?)
• 
I: implement (how do we get there?)
• C: control (how do we make sure we get there?)
• E: evaluate (how do we know if we got there?)

In this way, marketers can be more assured they are strategically satisfying both the customer’s needs and the organization’s objectives (Morrison, 2010). The relationship between company, employees, and customers in the services marketing context can be described as a services marketing triangle (Morrison, 2010), which is illustrated in Figure 8.5.

In traditional marketing, a business broadcasts messaging directly to the consumer. In contrast, in services marketing, employees play an integral component. The communications between the three groups can be summarized as follows (Morrison, 2010):

• External marketing: promotional efforts aimed at potential customers and guests (creating a promise between the organization and the guest)
• Internal marketing: training, culture, and internal communications (enabling employees to deliver on the promise)
• Interactive marketing: direct exchanges between employees and guests (delivering the promise)

The direct and indirect ways that a company or destination reaches its potential customers or guests can be grouped into eight concepts known as the 8 Ps of services marketing .

8 Ps of Services Marketing

The 8 Ps are best described as the specific components required to reach selected markets. In traditional marketing, there are four Ps: price, product, place, and promotion. In services marketing, the list expands to the following (Morrison, 2010):

• Product: the range of product and service mix offered to customers
• Place: how the product will be made available to consumers in the market, selection of distribution channels, and partners
• Promotion: specific combination of marketing techniques (advertising, personal sales, public relations, etc.)
• Pricing: part of a comprehensive revenue management and pricing plan
• People: developing human resources plans and strategies to support positive interactions between hosts and guests
• Programming: customer-oriented activities (special events, festivals, or special activities) designed to increase customer spending or length of stay, or to add to the appeal of packages
• Partnership: also known as cooperative marketing, increasing the reach and impact of marketing efforts
• Physical evidence: ways in which businesses can demonstrate their marketing claims and customers can document their experience such as stories, reviews, blog posts, or in-location signage and components

It’s important that these components all work together in a seamless set of messages and activities known as integrated marketing communications, or IMC, to ensure the guests receive a clear message and an experience that meets their expectations.

Integrated Marketing Communications

Integrated marketing communications (IMC)  involves   planning and coordinating all the promotional mix elements (including online and social media components) to be as consistent and mutually supportive as possible. This approach is much superior to using each element separately and independently.

Tour operators, attractions, hotels, and destination marketing organizations will often break down marketing into separate departments, losing the opportunity to ensure each activity is aligned with a common goal. Sometimes a potential visitor or guest is bombarded with messaging about independent destinations within a region, or businesses within a city, rather than one consistent set of messages about the core attributes of that destination.

It’s important to consider how consumers use various and multiple channels of communication and reach out to them in a comprehensive and coherent fashion. As a concept, IMC is not new, but it is more challenging than ever due to the numerous social media and unconventional communication channels now available. Each channel must be well maintained and aligned around the same messages, and selected with the visitor in mind. Too often businesses and destinations deploy multiple channels and end up neglecting some of these, rather than ensuring key platforms are well maintained (Eliason, 2014).

In order to better understand our guests, and the best ways to reach them, let’s take a closer look at the consumer as the starting and focal point of any marketing plan.

Consumer Behaviour in Tourism and Hospitality

Customers use their senses to see, hear, smell, and touch (and sometimes taste) to decipher messages from businesses, deciding on a product or service based on their perception of the facts rather than, at times, the actual facts. A number of factors have been shown to impact the choices the consumer makes, including personal factors, which reflect needs, wants, motivations, previous experience, and a person’s lifestyle, and  interpersonal factors, such as culture, social class, family, and opinion leaders.

Perception Is Reality

The area of perception can be further broken down to screens and filters, biases, selective retention, and closure (Morrison, 2010). Let’s look at these concepts in more detail.

The world is filled with things that stimulate people. People are exposed to thousands of messages every day. Some stimuli come from the people around us; for example, a person on the bus might be wearing a branded cap, the bus may have advertising pasted all over it, and free newspapers distributed at the bus station could be filled with advertising. The human brain cannot absorb and remember all of these messages; people will screen out most of the stimuli they are exposed to. They may remember a piece or segment of a message they have seen or heard.

Take a Closer Look: 100 BC Moments Vending Machine 

As part of a 2012 integrated campaign, Destination BC (then operating as Tourism BC) created a vending machine that offered users the opportunity to experience moments that could be part of their visit to British Columbia. At 14 feet tall, this vending machine dispensed free items like bikes, surfboards, and discounts on flights to encourage people to travel British Columbia. This experiential innovation was a way to provide a tangible element to intangible services. It was complemented by an online and social media campaign using the hashtag #100BCMoments and special web landing page at 100BCMoments.com. A video of the San Fransisco installation earned hundreds of thousands of views on YouTube; cutting through the clutter both in person and online. Watch it here:  Giant Tourism BC Vending Machine comes to San Francisco : www.youtube.com/watch?v=VWbQtK4N8cM

Perceptual Biases

Everyone has perceptual biases; each person sees things from his or her own unique view of the world. An advertising message can be received and changed to something very different from the marketer’s intended statement.

Selective Retention

Once messages have made it through the screens, filters, and biases, they still may not be retained for long. Customers will practise selective retention, holding on only to the information that supports their beliefs and attitudes.

The brain does not like incomplete images. There is a state of psychological tension present until the image is complete (closure). Where information is unavailable to round out the images, the mind adds the missing data. Over time, through the use of imagery and music (such as jingles), messages are ingrained in a customer’s mind, and he or she automatically adds the company’s name, whether it is mentioned or not.

Applying Psychology to Marketing

Marketers may determine a degree of predictability about customer perceptions. 

Customers are likely to:

• Screen out information that they are already familiar with
• Notice and retain information to satisfy a need they are aware of (want)
• Purchase services that reflect the image they perceive themselves to project
• Notice and retain things out of the norm
• Attach credibility to personal information rather than commercially generated information

Customers are less likely to:

• Use perceptual biases to distort information received on an interpersonal basis
• Absorb complicated information that requires effort to comprehend
• Notice and retain information about a competitive service or product if they are satisfied with another brand

Tourism marketers are in the business of reminding and making customers aware of their needs. Customers have to be motivated to act on satisfying their wants and needs, while marketers need to trigger the process by supplying objectives and potential motives.

Spotlight On: Tourism Victoria’s Visitor Centre

Tourism Victoria’s Visitor Centre is a member of the Visitor Centre Network. Staff are available to provide travellers with tourist information, assistance, and advice. The Tourism Victoria Visitor Centre provides travellers with a wide range of services, including professional visitor counselling, helpful travel information and literature, and accommodation reservations (Tourism Victoria, 2015).

Consumer Decision-Making Process

In 1968, Kollat, Blackwell and Engel released the first edition of a book called Consumer Behavior where they identified a distinct five-step pattern for consumer decision-making (1972). These steps are: need recognition, information search, pre-purchase evaluation, purchase, and post-purchase evaluation.

Here are some critical components at each stage:

• Need recognition: For this process to start there needs to be a stimulus; a need must be triggered and identified.
• Information search: The customer begins to consult different sources of information; personal (marketer dominated) and intrapersonal (non-marketer) factors will likely be used.
• Pre-purchase evaluation: After researching the choices, the customer starts to evaluate options using both objective criteria, such as price and location, and subjective criteria, such as the perceived status of the product or service.
• Purchase: The customer intends to buy the product or service that best matches the criteria, although he or she can still be influenced by a number of factors, such as friends and family who disagree with the purchase, or a change in personal finances.
• Post-purchase evaluation: After use, the customer evaluates the purchase against expectations; if these don’t match, the customer will be either dissatisfied (expectations not met) or impressed (expectations exceeded). For this reason, it’s best for hospitality and tourism providers to “under promise” and “over deliver.”

Spotlight On: BC Ferries Vacations

BC Ferries Vacations offers over 70 unique travel packages to 40 destinations, connecting travellers to unbeatable scenery, accommodations, and activities. With world-class hotels, activities, and adventures to choose from, travellers can experience BC’s pristine wildlife or urban coastal culture with each customized vacation package. BC Ferries Vacations travel experts help travellers create a personalized vacation complete with ferry reservations to bring all-in-one convenience, quality, and value. And, in partnership with some of BC’s best hotels, BC Ferries Vacations is able to provide customers with the best rates, customer service, and overall experiences, whether travelling to Vancouver, Victoria, the north coast, or to remote and amazing destinations in-between (BC Ferries Services, 2015).

In order to reach consumers and stimulate need, tourism marketers can employ a number of traditional and online channels. These are detailed in the next section.

Reaching the Consumer

Marketers have more choices than ever when it comes to broadcasting their message to consumers. Potential travellers and guests will respond, in varying degrees, to traditional channels and emerging online communications tools. There are many choices in marketing and communication channels, each with strengths and weaknesses. Determining the right mix, frequency, and message depends heavily on establishing objectives, completing research, performing a situational analysis, and creating a positioning approach (Morrison, 2010). Let’s take a closer look at communications channels that may form part of the marketing mix.

Traditional Channels

Mass media is best described as the use of channels that reach very large markets. Examples include national newspapers and radio or television advertising. The immediate advantage of using mass media is the ability to reach multiple target markets in significant numbers. Disadvantages include the high expense and difficulty in effective target marketing and measuring return.

Out-Of-Home (OOH)

Out-of-home (OOH) channels refer to four major categories: billboards, transit, alternative outdoor, and street furniture.  OOH advertising plays an important role in the tourism and hospitality industry as it provides an opportunity to inform travellers in unfamiliar territory. Transit advertising includes airports, rail, and taxi displays. Alternative outdoor refers to arenas, stadiums, and digital media. Street furniture includes bus shelters, kiosks, and shopping malls.

Print Media

Print media includes newspapers, magazines, journals, and directories. There is an increased trend away from traditional purchased print advertising toward editorial features, as these are more trusted by consumers. A print ad and an editorial feature created together is known as an  advertorial .

Spotlight On: The Tartan Group

Founded in the 1990s in Victoria, The Tartan Group is a public relations firm focusing on tourism and hospitality clients including Clayoquot Wilderness Resort, Harmony Hotel, Inn at Laurel Point, and Hotel Zed. The staff have extensive experience working in the industry, and the organization has relationships with multiple tourism associations and press groups. For more information, visit the Tartan Group website : www.tartangroup.ca

Online Channels

As discussed in Chapter 7, the internet is nearly twice as important as travel agents as an information source for travel (Deloitte, 2015). There are an estimated 3 billion people around the globe with internet access, and social media has become truly integrated into the travel and hospitality industry. TripAdvisor and similar sites have become the customer’s first point of connection with tourism and hospitality products and experiences. This can be both an opportunity and a threat: an opportunity to open the channels of communication, but a threat if negative information about the travel or hospitality organization is widely spread. As online distribution expands, empowered and savvy travellers are unbundling the booking component and self-booking directly (Deloitte, 2015).

Internet and mobile technology are referred to as interactive media . For tourism and hospitality businesses, there are significant advantages to creating an online presence: it’s cost effective, it provides global reach, it allows a business to be available 24/7, and it provides a reciprocal communication platform for customers.

Social Media and Reputation Management

There are also challenges with online marketing, including being noticed within the volume of information customers are exposed to, and loss of control in delivering a message. Despite these challenges, as more consumers seek real-time information online, tourism marketers are responding with increasingly sophisticated online marketing strategies. This section draws from resources and expertise provided by WorldHost Training Services (2013).

Social Media

Social media is a broad term that refers to web-based and mobile applications used for social interaction and the exchange of content. Social networking is the act of using social media. Unlike traditional media such as newspapers, magazines, and television, social media is largely powered by user-generated content. This refers to content created and shared by consumers rather than by marketers, journalists, experts, and other paid professionals, although they too contribute to social networks.

Word of Mouth in the Age of Social Media

Social networking has transformed how many people interact with businesses and share experiences with others, in a communication channel known as word of mouth where customers share directly with each other. Consumers now have a variety of channels on which to express likes and dislikes, many of which have large audiences. Some of this commentary is made in real time, on a smartphone, while the customer is still in the business (WorldHost, 2013).

Advertising and Trust

Social networks, and review sites in particular, are used more and more to seek information and advice on things to do and products and services to purchase. Travellers and locals alike check out these sites for ideas on where to stay, eat, relax, shop, and explore. These channels are highly trusted. A survey of over 28,000 consumers in 56 countries found that consumers trust the advice of people they know (92%) and consumer opinions posted online (70%) more than any other advertising source (Nielsen, 2012).

Online Reviews = Business Success

Research shows a direct correlation between consumer reviews and purchase decisions. A 2011 survey by Phocuswright found that three in four active travellers cite reviews and photos as influential in choosing activities (PR Newswire, 2011). A 2011 study conducted by Harvard Business School found that, for independent restaurants, a one-star increase in Yelp ratings led to a 5% to 9% increase in revenue (Luca, 2011). And, according to a study by the Cornell Center for Hospitality Research, if a hotel increases its review score on Travelocity by 1 point on a 5-point scale, it can raise its price by 11.2% without affecting demand (Anderson, 2012).

Understanding Customer Needs

As we have discussed, service plays an important role in shaping customer impressions, where the ultimate goal of a tourism or hospitality business is to exceed expectations. Every customer has different wants and needs, but virtually all customers expect the following basic needs to be taken care of:

• Convenience
• Good service

To fully satisfy customers, businesses must deliver in all four areas. If they meet the basic needs listed above, they’ll create a  passive customer — one who is satisfied, but not likely to write a review or mention a business to others.

On the other hand, failure to deliver on the promise can result in a disappointed customer undoing all the efforts of the marketing plan. For this reason, the entire process must be well coordinated and well executed.

Bringing it All Together

The role of destination bc.

Destination BC is responsible for executing key components of the provincial government’s tourism strategy (British Columbia Ministry of Jobs, Tourism and Innovation, 2011). As we learned in the last chapter, this provincial destination marketing organization has been mandated to fulfill several key marketing and leadership responsibilities critical to the long-term sustainable growth of the provincial tourism industry. This includes marketing British Columbia domestically, nationally, and internationally as a tourist destination (Destination BC, n.d.). Its first three-year corporate and marketing strategy was released in November 2014 articulating its new vision, mission, and goals.

Take a Closer Look: Online Reputation Management

This guide from Destination BC’s Tourism Business Essentials series helps businesses understand how to manage their online reputation and includes tips for responding to reviews and other best practice. To get a copy of the guide, visit the Online Reputation Management Guide [PDF] : www.destinationbc.ca/getattachment/Programs/Guides-Workshops-and-Webinars/Guides/Tourism-Business-Essentials-Guides/TBE-Guide-Online-Reputation-Management-2nd-Edition-Sep-2014-(2).pdf.aspx

Market Segmentation

Tourism marketers, including the team at Destination BC, choose target markets for their efforts through market segmentation techniques, where potential visitors are separated by:

• Demographics
• Countries of origin
• Trip purposes
• Trip planning and arrangements
• Psychographics and lifestyles
• Special interests
• Technology uses

The Canadian Tourism Commission’s award-winning Explorer Quotient program provides tourism marketers with detailed psychographic and travel motivations information (Canadian Tourism Commission, 2008; 2012). It allows destinations and experiences to market themselves to target audiences based on psychographic profiles (their psychological tendencies) rather than geographic segments.

Take a Closer Look: EQ (Explorer Quotient)

Destination Canada’s EQ tool allows businesses to segment their customers in a new and innovative way. EQ offers a range of online resources from an EQ Quiz (so you can identify what type of traveller you are) to business toolkits and more. Explore this new tourism marketing tool by visiting the Explorer Quotient tool : http://en.destinationcanada.com/resources-industry/explorer-quotient

BC’s Tourism and Hospitality Key Markets

BC’s key target tourism markets can be broken down into three main categories: nearby markets, top priority markets, and emerging markets (BC Ministry of Jobs, Tourism and Innovation, 2011).

Nearby markets are BC, Alberta, and Washington State, which are characterized by high volume and strong repeat visitation. Marketing activities to these areas are led by the regions, communities, and/or sectors such as ski. Top priority markets of Ontario, California, Germany, Japan, United Kingdom, South Korea, Australia are characterized by high revenue and high spending per visitor. Marketing efforts here are led by Destination BC. Emerging markets , which include China, India, and Mexico, are monitored and explored by Destination BC.

Performance Measurement and Evaluation

In order to measure its success in the realm of destination marketing, Destination BC has introduced a tool called the  net promoter score (NPS) , a metric designed to monitor customer engagement. The NPS indicates the likelihood of travellers recommending a destination to friends, family, or colleagues. NPS is based on responses to the question, How likely are you to recommend [British Columbia] as a travel destination to a friend, family member, or colleague? Responses are scored from 0 = “not at all likely” to 10 = “extremely likely.” Respondents are divided into three categories:

• Detractors (scores of 0 to 6): Unhappy visitors, unlikely to tell others to visit and might even damage the reputation of a destination through negative word of mouth
• Passives (scores of 7 or 8): Marginally satisfied visitors not excited enough to tell others about their travel experience
• Promoters (scores of 9 or 10): Loyal enthusiasts likely to return and rave about their travel experience

NPS is calculated by subtracting the percentage of detractors from the percentage of promoters: NPS = % of detractors — % of supporters. The intention to recommend a travel destination, reported by the NPS, is a proxy measure of overall satisfaction with the travel experience. Satisfaction with the travel experience and the intention to recommend greatly increase the likelihood of a return visit to British Columbia. And word-of-mouth advocacy, either face-to-face or through social media, is critical for attracting first-time visitors to British Columbia.

Destination BC uses NPS as a performance measurement tool (among others) to help determine the overall effectiveness of online and integrated marketing communications strategies (Destination BC, 2013). Furthermore, Destination BC has developed the Remarkable Experiences program to “enable tourism operators to become experts in areas such as service design and digital marketing” (Destination BC, 2014).

Spotlight On: Aboriginal Travel Services

Aboriginal Travel Services (ATS) is BC’s first Aboriginal-owned travel agency, focusing on business and leisure needs of companies, First Nations bands, and individual tourists. Located on Coast Salish territories in downtown Vancouver, ATS reinvests profits into Aboriginal communities by way of youth scholarships in tourism and hospitality. The agency was developed as a social enterprise, with the dual purpose of selling travel services that provide cultural and economic opportunities to the communities it serves and committing to investing in the Aboriginal communities and tourism initiatives (Aboriginal Travel Services, 2015). For more information, visit the Aboriginal Travel Services website : www.aboriginaltravelservices.com

Effective planning, research, customer understanding, integrated marketing communications, and using online customer service strategies to support effective marketing are fundamental requirements for successful services marketing. However, it is critical that marketers understand the key trends and issues that will help to identify tomorrow’s marketing strategies (Government of Canada, 2013).

Trends and Issues

Tourism marketers in BC need to monitor trends in the following areas that may impact the success of their marketing efforts:

• Demographic shifts (aging population, the rise of millennials), and socioeconomics (cultural changes, economic decline/growth)
• Political, economic, and geographic changes (emerging or declining economies)
• Trip purpose (growth of multipurpose trips)
• Psychographic changes (special interests, healthy lifestyles, sustainability)
• Behavioural adaptations (free independent travel, decreasing brand loyalty)
• Product-related trends (emerging niches)
• Distribution channels (online travel agencies, virtual travel)

Remaining abreast of information in these areas is critical to the success of any services marketing plan, which should be continually monitored and adapted as the landscape changes.

Effective services marketing in the tourism and hospitality sector requires marketers to gain a solid understanding of the differences between the marketing of goods and services. Successful organizations use market research to learn the preferences and behaviours of key customer segments. Through a strategic planning process, organizations and destinations develop a marketing orientation designed to identify customer needs and trigger their wants, while striving to meet organizational objectives. Activities are designed to support integrated marketing communications across multiple platforms with reciprocal communications — that is, not just broadcasting information, but having conversations with customers. Savvy marketers will leverage these conversations to keep up with evolving customer interests while seeking an understanding of emerging trends in order to anticipate needs and wants. Engaged marketers also know that social media and integrated marketing communications must be complemented with remarkable customer service, which ultimately supports successful marketing strategy.

Chapter 9 will delve further into the components of delivering exceptional customer service as a key component of industry success.

• 8 Ps of services marketing: refers to product, place, promotion, pricing, people, programming, partnership, and physical evidence
• Advertorial: print content (sometimes now appearing online) that is a combination of an editorial feature and paid advertising
• Customer needs: gaps between what customers have and what they would like to have
• Customer wants: needs of which customers are aware
• E-commerce: electronic commerce; performing business transactions online while collecting rich data about consumers
• Emerging markets: markets for BC that are monitored and explored by Destination BC — China, India, and Mexico
• Heterogeneous:  variable, a generic difference shared by all services
• Intangible:  untouchable, a characteristic shared by all services
• Integrated marketing communications (IMC):  planning and coordinating all the promotional mix elements and internet marketing so they are as consistent and as mutually supportive as possible
• Interactive media: online and mobile platforms
• Interpersonal factors: the influence of cultures, social classes, family, and opinion leaders on consumers
• Marketing: a continuous, sequential process through which management plans, researches, implements, controls, and evaluates activities designed to satisfy the customers’ needs and wants, and its own organization’s objectives
• Marketing orientation: the understanding that a company needs to engage with its markets in order to refine its products and services, and promotional efforts
• Market segmentation: specific groups of people with a similar profile, allowing marketers to target their messaging
• Mass media:  the use of channels that reach very large markets
• Nearby markets:  markets for BC, identified by Destination BC as BC, Alberta, and Washington State, characterized by high volume and strong repeat visitation
• Net promoter score (NPS):  a metric designed to monitor customer engagement, reflecting the likelihood that travellers will recommend a destination to friends, family, or colleagues
• Out-of-home (OOH):  channels in four major categories: billboards, transit, alternative outdoor, and street furniture
• Passive customer: a guest who is satisfied (won’t complain, but won’t celebrate the business either)
• Perishable : something that is only good for a short period of time, a characteristic shared by all services
• Personal factors:  the needs, wants, motivations, previous experiences, and objectives of consumers that they bring into the decision-making process
• PRICE concept: an acronym that helps marketers remember the need to plan, research, implement, control, and evaluate the components of their marketing plan
• Print media:  newspapers, magazines, journals, and directories
• Services marketing: marketing that specifically applies to services such as those provided by the tourism and hospitality industries; differs from the marketing of goods
• Services marketing triangle: a model for understanding the relationship between the company, its employees, and the customer; differs from traditional marketing where the business speaks directly to the consumer
• Social media:  refers to web-based and mobile applications used for social interaction and the exchange of content
• Societal marketing: marketing that recognizes a company’s place in society and its responsibility to citizens (or at least the appearance thereof)
• Tangible: goods the customer can see, feel, and/or taste ahead of payment
• Top priority markets: markets for BC identified as a top priority for Destination BC — Ontario, California, Germany, Japan, United Kingdom, South Korea, Australia — which are characterized by high revenue and high spend per visitor
• Tourism marketing system: an approach that guides the planning, execution, and evaluation of tourism marketing efforts (PRICE concept is an approach to this)
• Word of mouth: information about a service experience passed along orally or through other social information sources from past customers to potential customers
• Should services be marketed exactly the same as manufactured products and packaged goods? Why or why not?
• Name at least three reasons for tourism marketers to do marketing research.
• Why is segmentation so important to effective marketing?
• What does integrated marketing communications achieve?
• What stages do customers usually go through when they make decisions about buying travel services?
• Name the three types of market priorities for British Columbia’s tourism experiences (according to Destination BC). What geographic segments are found in each?
• What is the net promoter score (NPS) for a destination with 20% detractors and 80% supporters?
• Why is delivering great experiences an important part of services marketing? Give five reasons.
• What characteristics do you agree with, which ones do you not? Why?
• Select one of the experiences (preferably in BC) matched to your profile and determine how it fits your type.
• How does the website of that company market to your traveller type? What visuals or key words do they use to get your attention?

Case Study: The Wickaninnish Inn

Located in Tofino, the Wickaninnish Inn (or “the Wick,” as it’s affectionately known) is a world-recognized high-end property famous for offering four seasons of luxury experiences on BC’s “wild coast.” But how does the Wick stay top-of-mind with tourism consumers? A quick look at their marketing mix offers some answers:

• Product: The inn has long been a leader in offering experiences that go above and beyond a room in a luxury hotel, starting with their storm-watching packages in the late fall, a time that was once their off-season.
• Place: Reservations can be made online on the inn’s website, via a toll-free number, through OTA sites including TripAdvisor (where reviews are constantly monitored in order to engage with customers), and other reservation services including the HelloBC program. The staff constantly engages with, and monitors their customers, tracking trends in traveller purchasing behaviour to ensure it is front and centre with the inn’s target markets.
• Promotion: The inn has a well-maintained, visually rich website and social media presence on Instagram, Twitter, Facebook, YouTube, Pinterest, Google+, and Flickr (a presence that shifts constantly depending on where consumers can be found online). Its site features a media page with blogs, press releases, and high-resolution photos and videos to ensure journalists can easily post a story at any time.
• Pricing: The inn has a comprehensive revenue management and pricing plan that includes packaging and promotions for all seasons. The pricing reflects offering value to guests, while confidently staying at the higher end of the scale.
• People: Not only does the inn attract and train staff who deliver on its promise of exceptional experiences, the Wick also has a multi-person team responsible for sales, marketing, and media (blogging, press releases, photography, hosting familiarization tours).
• Programming: Programs include packaging under themes such as elopement, natural, seasonal, romantic, spa, and culinary. Many packages include the involvement of hotel personnel such as an elopement coordinator or concierge to help guests plan specific value-added and memorable components of their experience, such as a last-minute wedding (Wickaninnish Inn, 2015).
• Partnership: The Wick partners with other experience providers and events such as the Tofino Saltwater Classic — a fishing tournament hosted by Brendan Morrison of the Vancouver Canucks. By supporting the event as a platinum sponsor (Tofino Saltwater Classic, 2014), the representatives from the inn meet new potential guests and solidifies its place in the community.
• Physical evidence: In addition to familiarization tours (see Chapter 7 for definition), the media team ensures the inn is considered for a number of high-profile awards, and celebrates wins by broadcasting these as they occur (e.g., Travel and Leisure Awards World’s Best Winner 2014). Prize logos are placed on the inn’s home page online, in print ads, and in physical locations on the property. The inn also has a regular consumer newsletter that celebrates achievements and shares promotions with past and future guests.

Thinking about this example, answer the following questions:

• Imagine the inn received a review on TripAdvisor that showed a customer was not satisfied. How might it deal with this?
• Visit the company’s website at  www.wickinn.com . Who are the target customers? How is this conveyed on the site?
• What are the prices for packages and accommodations? What does the price signal to you about the experience you might have at this hotel?
• Do an online search for “Wick Inn” using your favourite search engine. What are the first five links that come up? How do these present the property? What hand does the inn’s staff have in these results?
• Look at the community of Tofino as it is presented online and name five potential partners for the Wick.

Aboriginal Travel Services. (2015). Aboriginal Travel Services. Retrieved from www.aboriginaltravelservices.com

Anderson, C. (2012). The impact of social media on lodging performance. Retrieved from www.hotelschool.cornell.edu/research/chr/pubs/reports/abstract-16421.html

BC Ferries Services. (2015). BC Ferries vacations. Retrieved from: www.bcferriesvacations.com

British Columbia Ministry of Jobs, Tourism and Innovation. (2011). Gaining the edge: A five year strategy for tourism in British Columbia. [PDF] Retrieved from: www.jtst.gov.bc.ca/tourismstrategy/documents/mjti_tourismstrategyreport_fnl.pdf

Canadian Tourism Commission. (2008). The explorer quotient: A deeper understanding of the modern traveller . [PDF] Retrieved from: www.ttracanada.ca/sites/default/files/uploads/ctc._the_explorer_quotient_-_a_deeper_understanding_of_the_m.pdf

Canadian Tourism Commission. (2012). EQ profiles . [PDF] Retrieved from: https://en-corporate.canada.travel/sites/default/files/pdf/Resources/ctc_eq_profiles_2012-eng-lowres.pdf

Davis, K. (2013, July 17). A (kind of) brief history of marketing (infographic). Entrepreneur. Retrieved from www.entrepreneur.com/article/227438

Deloitte. (2015). Hospitality 2015 game changers or spectators? Retrieved from www2.deloitte.com/ie/en/pages/consumer-business/articles/hospitality-2015.html

Destination BC. (n.d.). About us . Retrieved from: www.destinationbc.ca/About-Us.aspx

Destination BC. (2013). Net promoter score. Retrieved from: www.destinationbc.ca/Resources/Monitoring-and-Evaluation/Net-Promoter-Score.aspx#.VOZd1_nF9Z9

Destination BC. (2014).  Remarkable experiences program . Retrieved from: http://strategy.destinationbc.ca/how-we-will-win/foster-remarkable-experiences/remarkable-experiences-program/

Eliason, K. (2014, December 23). The importance of integrated marketing communications. Retrieved from www.portent.com/blog/internet-marketing/raining-marketing-importance-integrated-marketing-communications.htm

Government of Canada. (2013). FedNor: A guide to using market research and marketing measurement for successful tourism destination marketing . Retrieved from:
http://fednor.gc.ca/eic/site/fednor-fednor.nsf/eng/fn03327.html

Kollat, D., Blackwell, R., & Engel, J. (1972). The current status of consumer behavior research: Developments during the 1968-1972 period. Proceedings of the Third Annual Conference of the Association for Consumer Research. Chicago, IL : Association for Consumer Research, pp. 576-585.

Luca, M. (2011, September 16). Reviews, reputation, and revenue: The case of Yelp.com . [PDF] Retrieved from www.hbs.edu/faculty/Publication%20Files/12-016_0464f20e-35b2-492e-a328-fb14a325f718.pdf

Morrison, A. M. (2010). Hospitality & travel marketing (4th ed., international ed.). Clifton Park, NY: Delmar Cengage Learning.

Nielsen. (2012, April 10). Global consumers’ trust in ‘earned’ advertising grows in importance. Retrieved from www.nielsen.com/us/en/press-room/2012/nielsen-global-consumers-trust-in-earned-advertising-grows.html

PR Newswire. (2011, January 11). Smart phones, social media and local search create marketing mojo in the travel industry, new report says . Retrieved from www.prnewswire.com/news-releases/smart-phones-social-media-and-local-search-create-marketing-mojo-in-the-travel-industry-new-report-says-113262519.html

Tofino Saltwater Classic. (2014). Tofino saltwater classic . Retrieved from www.tofinosaltwaterclassic.com

Tourism Victoria. (2015). Visitors centre . Retrieved from: www.tourismvictoria.com/plan/visitor-centre

Wickaninnish Inn. (2015). Elopement wedding packages . Retrieved from www.wickinn.com/package-type/elopement

Wolak, R., Kalafatis, S., & Harris, P. (1998). An investigation into four characteristics of services. [PDF]   Journal of Empirical Generalisations in Marketing Science, 3 , 22-43. Retrieved from http://members.byronsharp.com/empgens/emp1.pdf

WorldHost Training Services. (2013). Remarkable service in the age of social media . 
Retrieved from: www.worldhosttraining.com/elearning/

Attributions

Figure 8.1   Vintage Ad #1,203: This Cheap Hotel Does Not Compute  by Jamie is used under a CC BY 2.0 license.

Figure 8.2   1970s Advertising – Poster – Peter Max Don’t Smoke Cigarettes (USA) by Daniel Anyes Arroyo is used under a CC BY-NC 2.0 license.

Figure 8.3   British Columbia Parliament Christmas Lights by James Wheeler  is used under a CC BY-NC-SA 2.0 license.

Figure 8.4   Empty Flight by Rex Roof  is used under a CC BY 2.0 license.

Figure 8.5   Services Marketing Triangle by LinkBC  is used under a CC BY-NC-SA 2.0 license.

Figure 8.6   Pacific Centre igloo by Janis Behan   is used under a CC BY-NC-SA 2.0 license.

Figure 8.7   Army Photography Contest – 2007 – FMWRC – Arts and Crafts – Eye of the Holder by US Army is used under a CC BY 2.0 license.

Figure 8.8  BC Tourism Vending Machine by davitydave is used under a CC BY 2.0 license.

Figure 8.9  Precious Treasure by Dave Sutherland  is used under a CC BY-NC-SA 2.0 license.

Figure 8.10   Victoria’s Inner Harbour at Night 2012 by Gord McKenna is used under a CC BY-NC-ND 2.0  license.

Figure 8.11   Out of Home Advertising for Grouse Mountain by LinkBC  is used under a CC BY 2.0 license.

Figure 8.12   Fairmont Empress and Helijet Partnership by  LinkBC  is used under a CC BY 2.0 license.

Figure 8.13   Wreath makin’ – an unhappy customer (pas moi) by Katy  is used under a CC BY-NC-ND 2.0 license.

Figure 8.14   Twitter escultura de arena by Rosaura Ochoa  is used under a CC BY 2.0 license.

Long Descriptions

Figure 8.1 long description: A man holds up a calculator looking confused. He says, “Are you kidding me? A big double bed, television, air conditioning, and only $12.95 a night? It doesn’t compute.” [Return to Figure 8.1]

Figure 8.5 long description: Internal marketing is used between the company and its employees. External marketing is used between the company and its customers. Interactive marketing is used between the employees and the customers. [Return to Figure 8.5]

Introduction to Tourism and Hospitality in BC Copyright © 2015 by Ray Freeman and Kelley Glazer is licensed under a Creative Commons Attribution 4.0 International License , except where otherwise noted.

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Related Expertise: Transportation and Logistics , Customer Demand

What Travel and Tourism Consumers Really Want—and Why

September 25, 2019  By  Jean Lee ,  Lara Koslow ,  Greg McRoskey ,  Pranay Jhunjhunwala , and  Jason Guggenheim

There has never been a better time to be a travel consumer, as new brands and innovative offerings continue to emerge all the time. But there has also never been a tougher time to be a travel executive—especially at incumbent companies. Those new offerings? They come from wave after wave of disruptive new entrants. In today’s environment, the traditional approach to understanding consumers—which focuses primarily on demographics and basic behaviors—no longer delivers the level of insight that companies need. Instead, companies need to understand what the underlying factors that influence a purchase decision are and how that decision can change, depending on a consumer’s context at the time of purchase and on the range of options available. Ultimately, companies will be in a better position to grow if they think less about what they’re trying to sell and more about what customers want to buy.

Over the past several years, companies in a number of other industries—most notably Identifying the Sources of Demand to Fuel Growth —have applied this approach, which we call demand-centric growth (DCG) . Increasingly, travel and tourism companies are using DCG to crack the code of a more dynamic market characterized by greatly expanded consumer choice. The concept has broad implications for new products and brands, loyalty programs, M&A, and other key areas of company strategy. For incumbent travel and tourism companies, it offers a clear way to address a tough market that is changing faster than they can.

Traditional Solutions No Longer Work

By most metrics, the travel industry is thriving overall and continues to grow, but the news is not all good. Supply has exploded, due to growth among incumbent companies and recent entrants that offer a wider set of options—some entirely new to the industry. In the cruise industry, supply will outpace demand within the next several years. In the lodging industry, Air­bnb and other shared-economy entrants have changed the rules of the game by putting private apartments and homes on the market, thereby reducing the demand for hotel rooms.

Established companies in all travel and tourism segments—airlines, cruise lines, and hotels—are struggling to tap into new growth or wrest market share away from competitors. They have tried various strategies, with little success so far. Here are some common examples:

• Choosing Quantity over Quality. Some companies have put near-term growth ahead of all other objectives, to the point where they can’t deliver a consistent experience.
• Overrelying on Unsustainable Advantages. Other companies have attempted to aggressively control supply—as when some airlines hold gate slots at airports in order to limit competition—giving themselves a high share of booking customers not because the customers prefer them but because the customers have no choice. It’s only a matter of time before regulations evolve and supply again increases to meet growing demand.
• Stretching the Brand Too Far. Still other companies try to be all things to all consumers—and end up being nothing to anyone because they lack a clear and differentiated position in the market. Think of a resort that offers guests a party scene but also touts family-friendly vacations. It’s hard to satisfy the full range of consumer preferences, especially conflicting ones. Companies that have tried to do so end up not being able to maintain any clear emotional connections to consumers.
• Joining the Race to the Bottom. It’s tempting to gain share by offering price discounts, but that game is expensive and difficult, and it is rarely sustainable. Price wars usually result in lose-lose outcomes—confusing customers and dissolving any nascent brand loyalty when brands inevitably try to recover by raising prices.

The common flaw in these strategies is that they lack a deep understanding of what consumers want, how their needs may vary from one occasion to another, and where they may look to meet their needs. (See Exhibit 1.) Often, customers have more options than companies think. For example, the Delta Shuttle connecting New York, Boston, Washington, and Chicago competes not just with other airlines but also with Amtrak. Airlines in Asia and Europe compete with high-speed rail lines. Cruise lines compete with each other and also with land-based vacations. A hotel company can no longer afford to focus exclu­sively on other hotels as its competition; it must also consider owner-rented homes as potential rivals. Evidently, the traditional frames of reference in travel and tourism are broken.

Clear Advantages from a New Approach: DCG

To understand how consumers make choices on the basis of their real-world frame of reference, companies need to look at customer behavior in a fundamentally new way. Specifically, they need to understand how demand can fuel growth, either by taking market share from competitors or by unlocking new sources of revenue. DCG establishes this broader considera­tion set by examining choices through the lens of demand versus supply. It takes into account the set of underlying consumer needs that companies may or may not be meeting despite the choices consumers make in response to available supply. In a supply-constrained world, for example, travelers flying from a hub city typically turn to the dominant airline—not because they want to, but because the airline’s more convenient flight schedules and connections effectively force them to. Finally, DCG appreciates that consumers’ needs and interests are not static, and it analyzes the unique circumstances that may drive travelers to make different decisions when planning different trips.

The DCG approach has several qualities that incumbent travel and tourism companies will find advantageous:

• Lasting. Unlike demographic-based marketing, DCG helps companies understand how and why individual consumers make their choices about travel, leading to a far more accurate and enduring picture of the market. At times, it can illuminate factors that even consumers themselves can’t articulate. The result is a much more sustainable approach to growth—one that is built on a simple yet comprehensive view of demand.
• Holistic . DCG looks at demand holistically, considering both existing and prospective customers, and both traditional and disruptive competitors. This encourages companies to devise a forward-looking growth strategy grounded not just in what is, but in what could or should be, shedding light on missed opportunities and potential white spaces in the market. In addition, by replacing a traditional brand-based market perspective with an outside-in approach, DCG provides an objective, customer-centric view of where a company stands relative to its competitors.
• Quantifiable. DCG helps companies quantify the opportunities that potential initiatives present, by assessing latent demand and competitive inten­sity. Only through this lens can com­panies understand their potential share of a consumer’s wallet and begin to shape a winning, customer-centric strategy. (See the sidebar “IHG’s New Hotel Brand Addresses an Unmet Need Among Budget-Conscious Travelers.”) By describing the opportunity in terms of actual numbers, DCG brings science to the art.

IHG’s New Hotel Brand Addresses an Unmet Need Among Budget-Conscious Travelers

IHG, the parent company of such hotel brands as InterContinental Hotels & Resorts, Kimpton Hotels & Restaurants, Crowne Plaza Hotels & Resorts, and Holiday Inn Express, was looking for new growth in a portfolio that was already strong. Management was concerned about being fully saturated in the company’s largest markets. It used demand-centric growth to identify a clear unmet need among hotel customers: a mass offering that provided reliable quality in the form of a great night’s sleep in a clean, well-designed room at a fair price. (Current alternatives in the market were either at a price point higher than consumers desired for this type of travel or very unreliable in terms of quality and consistency.)

IHG repositioned its existing brands and offerings to minimize overlap, and then invested in the new hotel brand, which it called avid hotels. Key features include: rooms designed for sound sleep, featuring a “best in class” mattress and sleep experience; high-quality, complimentary grab-and-go breakfast with 24/7 bean-to-cup coffee; and public spaces with fresh, modern designs. This brand is designed for travelers who want a hotel stay that finally meets their expectations for the type of hospitality they value most—the basics done exceptionally well—at a per-night rate expected to be about $10 to $15 less than IHG’s industry-leading Holiday Inn Express brand.

IHG launched the new avid hotels brand in September 2017, less than a year after the start of brand development—an accelerated pace in the hotel industry. Today, there are over 170 executed licenses with franchisees to build and open hotels across the US, Canada, and Mexico, and IHG recently announced plans to expand to Germany. Credit Suisse described avid hotels as the “most significant addition to IHG’s brand stable in over 25 years” and upgraded the stock to “outperform” as a result.

• Foundational.  Establishing a baseline understanding of demand gives com­panies a north star and a common language to use in aligning the entire organization. It is not just a consumer strategy but a company strategy. After assessing the demand landscape and analyzing sales volume and brand fit, management might decide to launch a new route or a new service offering, acquire a competitor that has a stronger position relative to that target, or shift investment to areas where a brand may be vulnerable to attack. (See Exhibit 2.) Every touch point in the customer journey should reinforce the brand’s positioning. And the company should align every one of its internal aspects and functions—from pricing to sales and marketing to capacity planning to organizational structure—to execute the strategy successfully.

• Transformational. Finally, DCG helps companies assemble portfolios of complementary brands. As a result, they can determine what the right M&A strategy is, whether to launch a new brand, or how to design their loyalty program. (See the sidebar “Alaska Airlines Integrates a Customer-Centric Merger.”) 

Alaska Airlines Integrates a Customer-Centric Merger

After Alaska Airlines’ parent company bought Virgin America in 2016, it faced some key questions about the post­merger organization. Should it keep Virgin’s brand (licensed from Sir Richard Branson’s Virgin Group) or operate under the 85-year-old Alaska Airlines brand? Should it strive to become a nationally relevant brand or stay focused on the West Coast, where Alaska and Virgin America were both well known? And how should it position the brand vis-à-vis the competition? The stakes were high: the $2.6 billion Virgin America acquisition was costly in relation to Alaska Air Group’s market cap of about $10 billion. As a company that has always centered around the customer, Alaska knew that it couldn’t make these decisions in the boardroom alone. Management needed to understand its customers.

The Alaska management team used demand-centric growth to identify several key insights. First, a deep customer analysis showed that Alaska had industry-­leading customer retention and loyalty once customers got to know the brand, whereas Virgin America was stronger in customer acquisition but somewhat less sustainable long-term. (Virgin America did appeal strongly to some customers, but they were a relatively narrow segment overall.) That led Alaska to announce that the Virgin America brand would be phased out over time; the distinctive red and white aircraft would eventually all display Alaska’s smiling Eskimo. In terms of the route network, Alaska had very strong brand affinity among West Coast travelers, and its customers cared deeply about route coverage in those markets. Armed with these insights, the company ran some economic simulations that pointed to a clear answer: focus on the West Coast.

Second, the company looked at the landscape of demand and implemented a new customer strategy centered on the concepts “feel good” and “refreshed”—a differentiating positioning that leverages the strength of both the Alaska Airlines and the Virgin America brands while balancing what existing customers already love with areas for potential innovation.

To activate this strategy, after conducting a robust conjoint analysis with target customers, the company rolled out a campaign with the slogan “Different Works” and reprioritized investments into experiential aspects that airline customers truly care about: feeling good and refreshed. Elements of the campaign included everything from new loyalty policies to bolder entertainment investments to music in airport ticketing and check-in areas. The company also empowered employees to ensure that customer interactions were positive, caring, and true to Alaska’s core.

In 2018 Alaska Airlines—the only legacy US carrier to have avoided bankruptcy throughout its 85-year history—ranked highest in the J.D. Power survey of customer satisfaction among traditional carriers for the 11th consecutive year.

It can also give companies critical guidance on the optimal way to enter a new market. The approach goes beyond assessing the performance of individual brands to show how a portfolio fits together. When brands within a portfolio lack differentiation from one another, parent companies risk confusing customers and cannibalizing sales. (See Exhibit 3.) At the same time, portfolio companies often miss out on clearly identifiable white-space opportunities. Brands compete internally for resources, too, and misaligned incentives often exacerbate disputes. A demand-centric growth approach sets up brands to compete together, rather than against each other.

The travel and tourism industry is ripe for customer-focused innovation—and so far, new entrants are getting there faster. As choices proliferate and consumer behavior becomes more complex, traditional demographic-based marketing will no longer suffice. Incumbent companies can continue to focus on price or supply, and suffer disruption from new entrants, or they can start taking steps to become more customer-centric, starting with developing a better understanding of what truly drives their customers’ decisions. Demand-centric growth provides a foundation for that understanding by clarifying what consumers want at the moment of purchase—and why.

Partner & Director, Customer Centricity

Managing Director & Senior Partner

Partner & Associate Director

Los Angeles

Managing Director & Senior Partner, Travel & Tourism Global Leader

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Tourism Marketing: 7 Ideas to Promote Your Destination in 2022

Table of Content

How tourism marketing changed in 2020, what can you do differently to attract tourists.

2020 hasn’t been easy for the tourism industry. The United Nations World Tourism Organization released a report back in September warning that 120 million jobs are at risk due to the Covid-19 pandemic. But we made it through and with most countries starting to vaccinate, we can see some light at the end of the tunnel.

Pre-pandemic, the tourism industry was incredibly competitive and this certainly hasn’t changed. This is why your tourism marketing needs to really stand out if you want to attract visitors once again and revive the sector.

In this article, we’re going to look at 7 ways to promote your destination in 2021, taking into account the effects of the global pandemic.

Let’s dive in.

If you go back and read the predictions for tourism marketing in 2020, written back in December ‘19 or January ‘20, they are in no way comparable to what actually happened. Marketing campaigns had to be shelved, and new cost-effective ideas created in limited time frames.

A survey from MMGY Travel Intelligence and Destinations International found that 95% of destination organizations surveyed in the US reduced or completely postponed marketing spend last year. This is understandable, but it meant that those companies that did create new campaigns had less competition for grabbing people’s attention.

Pre-2020, the primary objective of tourism marketing campaigns was to convince travelers to take the plunge and buy tickets or book hotels. Over the last 12 months, however, we have seen that the focus shifted to staying top of mind for when travel is allowed again.

VisitEngland decided to produce a series of posts connected to films and TV shows which showcased the country, from “The Crown” to “Love Actually”. Their aim? Keep top of mind and be number 1 on the list when people are planning their first trip post-lockdown.

Virtual tours have also become extremely popular in 2020, providing an escape from the day-to-day. Despite existing pre-pandemic, we have seen much more money invested in state-of-the-art virtual experiences from tourism organizations.

EnjoyIllinois.com changed their homepage to feature an image of a forest and cliffs and the caption ‘These views took 300 years to make. They’re not going anywhere anytime soon’ and then encouraged visitors to travel around the state from the comfort of their own homes, offering the option to explore cities, forests, and smaller historic towns.

A number of tourism companies have since started offering virtual tours, from amusement parks to city tours .

Better safe than sorry

Customer safety has always been important in the tourism industry but in 2022 it has jumped to the top of the list due to the pandemic. Travelers are much more conscious of hygiene than in previous years, so this needs to be reflected in your marketing plan.

Emphasize the steps you are taking to maintain social distancing and keep high levels of cleanliness. Essentially, your marketing needs to convince your visitors that they will be safe and secure. If you are a tour operator, get those creative juices flowing to design new itineraries that avoid large crowds and focus on smaller group sizes.

Think local

Yes, vaccinations are underway and experts are predicting international travel to make a comeback at the end of spring or the beginning of summer. However, even when international travelers are allowed to enter, it might take some time for people to start traveling longer distances again.

You should focus your marketing efforts for 2021 on domestic tourists. Don’t advertise your great weather as this won’t be news for them. Change the focus of your campaigns to highlight off-the-beaten-track activities or secret gems that might not be so obvious – and that would attract a more local customer base. Think about creating a discount for local residents, or a loyalty program that would entice them to become recurrent visitors.

Act sustainable

This is an important one. Consumers are now taking a more local outlook and are trying to offset some of the environmental harm that was done by travel pre-COVID. The enforced tourism ‘break’ has given us more time and space to notice how tourism impacts the environment. Over 65% of travelers are making more sustainable choices than in previous years so we can’t ignore this trend.

Travel companies can help their customers to minimize the footprint of their activities and make sure that they contribute to the environment and communities. For example, you could partner with your local train company to encourage visitors to travel sustainably. Make sure any campaigns you undertake are promoted on social media as people are likely to spread the word around sustainability.

Be smart with influencers

In 2019, it seemed that influencers in the tourism world were unstoppable. It remains a successful model and is one of the most cost-effective methods for brand awareness and customer acquisition.

However, 2020 has taught us to work smarter with influencers, otherwise, the backlash can be costly. We have seen travel influencers continue their lives in 2020 as if Covid-19 never existed, and as a result of this, both the influencer and travel companies sponsoring the trips have been understandably hit by bad press.

Investigate local micro-influencers instead, who don’t have to break any regulations to visit you. They tend to have between 1,000 and 100,000 followers and are viewed as experts or specialists in their niche. Their followers are much more likely to buy into whatever they are selling, and they are much cheaper than larger influencers. For more influencer tips, check out our blog article .

Tik Tok Time!

Unless you have been offline the whole of 2020, you must have heard of Tik Tok. The most downloaded app of 2020 is a firm favorite amongst Gen Z-ers and it is spreading to other age-groups. In fact, 30% of its users are over the age of 30.

Its algorithm is very effective in showing users what they like, based on what they have previously viewed, and features everything from beauty tutorials to dance choreography. With TikTok predicted to continue its exponential growth, it would be wise for travel brands to get on board and start sharing content.

First off, you should download the app and secure your username. We would recommend not posting straight away, so you and keep your profile private. Take your time to look through existing travel content, jot down what works and what doesn’t, and get used to the algorithm. Then you can formulate your approach and start testing the platform.

Recommended reading: How to Use Social Media to Promote Tour Packages

Keep an eye on reviews

Of course, reviews have always been crucial. But according to Podium’s ‘2020 State of Reviews’, they have ‘never been so important or influential’ . 3.4 is the average star rating consumers require in order to even consider engaging with a business. But the content has now changed. Instead of focusing on keywords such as ‘price,’ and ‘customer service’, people are searching more for social distancing, hygiene, and mask-wearing policies.

So, what do you need to do? Actively request feedback in your post-visit email correspondence. Block out an hour or so a week to go through all reviews and comments on review sites and social media. Make sure that you respond with empathy to all comments, good and bad. Reflect on the more critical comments, and see if there are areas that you can improve.

Recommended reading: The Ultimate Guide to Generating Positive Customer Reviews

Stay digital

In 2020 we all upped our digital offerings to stay relevant and keep top of mind. This needs to continue. Yes, we will start welcoming back visitors this year but there will be some people that don’t want to travel just yet. For this segment, virtual reality is a promising area to explore, allowing potential visitors to experience an attraction, tourist activities, or hotels from the safety and security of their own home – enticing them for an in-person visit. Even the Vatican is doing it!

Have a think of what you could include in a virtual reality tour of your destination. Make sure that your content is optimized for both desktop and mobile, and use social media to promote it. You can also use VR as an extra tool of persuasion during the booking process.

That’s it for our top 7 ideas to make your tourism marketing stand out in 2021. As visitors begin to make their first plans for 2021, make sure that you differentiate your offer from the competition in order to win their business.

One last tip? Continue to engage with your customers and potential visitors. Talk to them, listen, and understand why they want to visit your attraction and what could stop them. By adapting to their fears and requirements, you’re more likely to climb up their 2021 ‘to-do’ list.

You might also like: 

• 10 Innovative Ideas to Differentiate Your Tours
• Tourism Marketing Strategies for 2021 and Beyond
• Four Ways to Promote Your Tours to an International Audience
• 5 Ways to Create an Innovative Tourism Experience

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Tourism Marketing

Travel and tourism marketing is the systematic and coordinated execution of business policies by the both private or public and public sector tourism organizations operating at the local, regional, national, or international level to achieve the optimal satisfaction of the needs of identifiable tourist groups, and in doing so to achieve an appropriate return .

Travel agencies in the pre-deregulation, pre-liberalization, and pre-globalization era were often contended to take whatever business that come along this way and sold them on a straight commission basis without bothering about the extensive marketing. Moreover, their scope of the operation was small and was not much complex, sophisticated and competitive.

But today the travel companies are becoming larger, more sophisticated and more automated in management.  Similarly, the clients/tourists are also becoming more trained, experienced, erudite and demanding higher quality services and packages.

Therefore, in this volatile travel business environment, marketing knowledge and skill are more necessary ingredients than the product knowledge and enthusiasm, for a travel agency’s long-term survival and growth. Thus, this has led to the use of tourism marketing which is recent phenomena.

History of Tourism Marketing

The ‘ marketing concept ‘ is not very old. I came into the scene in the 2nd half of the 20th century. In the beginning, it was linked with the number of closely associated factors for achieving volume sales.

The development of the marketing concept, in fact, is the outcome of political, technological, social, economic and business pressures. However, the importance of marketing within travel and tourism industry has been the level of economic and business growth throughout the 20th century, which has led to the improvement in living standards, an enlargement of the population and an increase in discretionary income and time.

These changes have also led to the construction of infrastructure, accommodation, transport , and other recreational facilities. Within a very short period, travel and tourism have become one of the most important and leading industry in the world.

Modern tourism marketing has evolved as a business reaction to changes in the Socio-Economic environment, with the most successful tourism companies or tourism bodies have demonstrated a keen sense of providing the right of organizational structure and products offer for the visitors/tourists.

Interestingly, the tourism companies have recognized the significance of key factors such as needs, wants, and satisfaction in the planning and designing of the tourism product. In the tourism industry, every tourist wants to be treated as a special client and any organization catering to this attitude of the tourist will naturally be head of other competitions.

Definitions of Tourism Marketing

According to Kotler, ” Marketing is a social and managerial process by which consumers obtain what they need and want through creating and exchanging product services and values with other .” He has emphasized more on wants, needs, satisfaction, demand, and marketers.

According to the British Chartered Institute of Marketing, ” It is the management process responsible for the identification, anticipating, assessing and satisfying the customer’s client’s requirements profitable .”

The modern marketing concept is not limited only to the identification and satisfaction of customers. It is a comprehensive process which encompasses research and analysis of society’s as well as consumer’s needs, asserts the company’s resources and marketplace and delivers the products/services to those whose experience provides a set of satisfactions which are preferable to those of the competitors.

Krippendorf defines tourism marketing,” as the systematic and coordinated execution of business policies by both private or public sector tourism organizations operated at the local, regional, national, or international level to achieve the optimal satisfaction of the needs of identifiable tourist groups, and in doing so to achieve an appropriate return .”

According to Paynter (1993), ” tour marketing is a systematic process consisting of marketing objective, strategies, schedules, marketing media, focused on the specific market segment and based on a substantial return on investment. ”

World Tourism Organisation (UNWTO) at Ottawa Seminar, has defined tourism marketing as,” a management philosophy which, in the light of tourist demand, makes it possible through research, forecasting and selection of tourism products/services from suppliers, on the line with organization’s purpose and tourist satisfaction .”

The following aspects can be identified from the above definitions:

• Tourism marketing is a thought-provoking process.
• Identification and selection of the target market.
• Positioning and product lifecycle is important.
• Future tourism marketing strategies.
• Innovative/proactive marketing.

Unique Features of Tourism Marketing

Tour package as a specialized product creates a number of significant considerations which need to be fully analyzed. The management of tour package cannot be divorced from the management of service and quality. Thus, the marketing of the tour package is different from other products because the tour package is a service product where instead of selling physical goods an intangible experience is sold.

An understanding of the complexity of the tourism product concept is an essential pre-requisite for effective tour package marketing in this context. The specific features of tourism marketing are:

• The demand for tour package is highly elastic and seasonal in nature.
• Tour package is a combination of various service ingredient.
• Designing, developing and marketing of tour package a number of intermediaries are involved. Bed experience at one level can spoil the entire image of the package as well as the tour operator .
• A tourist does not only by the tour package in advance because it is consumed and felt at the same time at a particular destination.

It is not possible to evaluate/demonstrate/sample the tour package in advance because it is consumed and felt at the same time at a particular destination.

Tour Package Marketing

A tour marketing plan is a structured guide for carrying out marketing operations. It provides a common structure and focuses on all the company’s management activities. The purposes of a marketing plan include:

• It provides a clear direction for marketing operations.
• It coordinates the resources of the organization in order to eliminate confusion and misunderstanding and achieving cooperation.
• Identifying different market segments.
• Setting targets/goals.
• Identifying the organization’s strengths and weaknesses.
• Corporate mission and goals.
• External and Internal Audit.
• Business situation analysis.
• Creating the objectives.
• Providing an effective marketing mix strategy.
• Monitoring the plan.

Thus, it has become imperative to discuss the tour marketing segment, tourist generating market, and tour marketing mix before developing a tour marketing plan.

Tour Market Segmentation

It involves a division of the prospective market into identifiable groups. The reasoning behind this is that a tour package can be sold more effectively if efforts are concentrated towards those groups which are most potential.

According to Middleton, “ Market segmentation is the process whereby producers organize their knowledge of customer groups and select for particular attention those whose needs and wants they are best able to meet their product .”

The main purpose of tour market segmentation in tourism marketing are:

• Segment the tourists generating markets.
• Identify the network of intermediaries.
• Identify the nature of demand for one’s product.
• Identify the prospective tourists.

An effective market strategy will determine exactly what the target market will be and to attempt to reach only those markets. The target market is that segment of a total potential market to which the tourist attraction would be most saleable.

Targets markets are defined geographically, demographically and so forth market segmentation must be employed in the marketing programmes to both the long-term strategies. Every tourism attraction can appeal to a multitude of market segments, and the market segment can overlap a great deal. The tour manager must look at market segments and determines which one offer the promising potential for his/her service.

Tour market segment further categories into the following types:

• Geographic Segment
• Demographic Segment
• Psychographic Segment
• Socio-Economic Segment
• Price Segment

Geographic Tourism Market Segmentation

This segment is based on the idea that customer needs differ according to geographic regions.

Demographic Segmentation

Under this segmentation, the tourism market is divided into various groups, keeping in view the demographic variables such as age, income, sex family size, occupation, education, religion etc.

Behavioral Segmentation

In this segmentation, prospective tourists are segmented on the basis of their knowledge, attitude, use or response to the tour product. Under this segmentation, the marketing strategies of a four-company include:

• User Status
• Loyalty Status
• Buyer Readiness Stages

Psychographic Segmentation

Under this, the tourists are divided into different group on the basis of their social status, lifestyles, and personality characteristics. For example, upper class, upper middle, lower classes, product preferences, adventure sports, etc.

Price Segmentation

Price ranges often come in handy in segmenting the tourist markets, such as

• Those who want to take a low priced vacation.
• Those who may take a moderately priced vacation.

Price ranges communicate to the tourists the quality expectation of a product along with the producer’s image. While determining the price of a tour package a tour planner must understand the paying capacity of the tourist.

Tour Marketing Mix

In the competitive tourism marketplace, a tour operator can be successful if it’s complete marketing mix offer matches what the tourist wants. It is planned and coordinated by marketers so that the input can be contributed in such a way that the company will be able to maximize demand and satisfaction of the tourists.

The concept of the tour marketing mix is equally relevant in the case of tourism products as it is in the case of other services and goods. Tour marketing manager must constantly search for the right marketing mix, the right combination of elements that will produce a profit. The marketing mix is composed of every factor that influences marketing efforts such as:

• BrandsPricing – In the Ratio of quality and value
• Product features
• Channels of distribution – both international and national
• Advertising
• Selling techniques
• Public relation

The fundamental starting point for the creation of a successful tour marketing mix to ensure that the target market is clearly defined. The target market is the focus of all marketing mix activities. Generally, the marketing mix constitutes four P’s . These four P’s are following as:

However, besides these four P’s in the tourism industry fifth P – People, Process, Physical evidence is also of most relevance.

Developing Tour Marketing Plan

The marketing of the package tour is materially different than the marketing of other tourism products. The reasoning behind this is that the type of tours offered by one tour company and another are different, and the marketing strategies also differ from company to company.

Each company has a wide range of tours and marketing strategies. No other travel and tourism industry component have such a wide range of specialization.

This fact should be recognized, that the effective and profitable marketing strategies are based on the tour marketing plan which is a complete ‘mechanism’ for the success of a tour company. The mechanism includes several components. These component and stages of making a tourism marketing plan are following as:

Developing a tour marketing plan

Marketing Budget

Plan Strategies

Prepare Plan Schedules

Decide Media Plan

Developing Advertising Plan

Developing Public Relation Plan

Preparing an Annual Sales Plan

Feedback and Evaluation Plan

To read this content please select one of the options below:

Please note you do not have access to teaching notes, marketing of tourism services/experiences.

The Emerald Handbook of Entrepreneurship in Tourism, Travel and Hospitality

ISBN : 978-1-78743-530-8 , eISBN : 978-1-78743-529-2

Publication date: 11 July 2018

This chapter’s aim is to present the key elements of marketing of tourism services and experiences by taking the perspective of a new tourism entrepreneur. The chapter’s focus is on better understanding and efficient implementation of marketing principles.

Methodology/approach

This chapter was built on literature review of marketing of tourism services at business level. A practical approach has been adopted and implemented in illustrating the variables of marketing mix.

This chapter highlights the fact that in order to be successful in the field of marketing, tourism entrepreneurs should consider and implement all elements of marketing mix as an integral and comprehensive set; all marketing variables are interlinked and interrelated.

Research limitations

This chapter is explorative in nature, based on a literature review. It takes more entrepreneurial/practical than academic approach.

Managerial/practical implications

A marketing plan for tourism services/experiences constitutes a chain of strong bonds that guide the tourism business forward in making the chain stronger and more efficient. When an entrepreneur/manager is considering adding a new feature or changing existing elements, he/she has to consider the whole picture of the actions and the resulting outputs.

Originality/value

This chapter discusses an extended marketing model; the model of 10 Ps – Product, Place, Pricing, Promotion, Partners, Presentation, People, Process, Physical evidence and Passion under two stages, before and during the experience consumption/encounter.

• Tourism services/experiences
• Marketing mix
• 10 Ps model
• Experience encounter
• Tools and techniques

Bao, H. (2018), "Marketing of Tourism Services/Experiences", Sotiriadis, M. (Ed.) The Emerald Handbook of Entrepreneurship in Tourism, Travel and Hospitality , Emerald Publishing Limited, Leeds, pp. 261-275. https://doi.org/10.1108/978-1-78743-529-220181021

Emerald Publishing Limited

Copyright © 2018 Emerald Publishing Limited

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Our Tourism Digital Marketing Services

Giving people unforgettable and meaningful experiences is what creates loyal customers, referrals, and repeat business. But before winning the approval of loyal customers, you have to attract them to your tour or activity in the first place.

Free Tour Website

A strong foundation starts with a strong online presence so you need a website that will perform on all levels.

We will set up a new Wordpress website using our amazing template and can even host this for you.

• Keyword Research

Keyword research underpins the vast majority of your digital marketing activity.

Keywords inform everything in SEO, from how your website ranks, the content you create and your marketing strategies.

Competitor Analysis

Our Competitor analysis will help identify strengths and weaknesses in your competition.

We will identify competitors’ key performance indicators, suggesting specific areas of improvement for your campaigns.

Consumer Research

Know which products, tours and activities  your customers are really looking for.

A targeted consumer study can help you gain important insights about your business, product creation, and marketing strategies.

SEO & Content

Rank higher on Google, receive more website traffic, and increase your organic revenue potential.

We will optimise your website’s current content while also creating new blogs and travel guides to keep your site up-to-date while boosting SEO. 

Facebook Ad Funnel

Grow your brand awareness, trust, enquiries and bookings with our targeted Facebook Ad Funnel.

We will create a series of Facebook ads that will take your customer along a journey to build need, want, and trust. Ultimately, this process is designed to drive sales.

Google Ad Management

Google Search and Display Ads are a great way to gain quick traffic, leads and sales.

Google Ads is a little like the stock market. You must watch your campaigns at least every few days to make sure they are generating a good return.

Marketing Automation

Keep your customers interested and guide them along the purchase journey.

In conjunction with our marketing strategies, we will create an automated email series of inspirational content to entice your customers.

Consultation

Will help you overcome your marketing challenges and guide you along the right path.

The team here at the Tourism Marketing Agency will provide practical advice and guidance that will enable you to better market and grow your business.

Video Production & Editing

We will create engaging videos for your marketing campaigns using a mixture of your footage and stock footage.

Video is a vital part of tourism marketing as there is something inherently engaging about seeing the destination in motion. We can inspire your customers with high-quality videos.

Brand Development & Logo Design

Will help you define your brand identity, drawing out your brand values and helping to design a captivating and memorable logo.

Social Media Management

Social media plays an important part in a consumer’s journey, and Von Mack Agency can help.

We have teamed up with the Von Mack Agency to provide social media management to push your social media to the next level.

Our Tourism Marketing Strategy

Let’s start your travel and tourism digital marketing journey.

Whether you provide food and drink tours, bike tours, manage a zoo, run movie-themed tours, or provide a hop-on hop-off bus tour, you must first have a better understanding of what it takes to market yourself in today’s digital landscape.

While it is great to have so many available touchpoints and platforms to engage with your customers, it is also easy to lose focus and for your strategy to become disjointed. Each business has different needs and wants, so a one-size-fits-all approach simply doesn’t work. This is why we try to be as flexible as possible when working with you.

The outline below explains the process your business must follow to make sure it starts its marketing efforts on a solid footing (as solid as your industry allows). Each of our three steps has been created to help guide your business along the path to success, maximising your potential.

01. Discovery

Before starting any marketing, you must first understand how your website converts, who your target audience is, and how effective your current marketing is. It’s vital to understand these aspects before planning a longer marketing strategy.

02. Awareness

We will increase your profile online by building your brand and by inspiring trust in your customers. With this phase, we help build up your email lists, social followers, and website visits so that your target customers know you exist.

Once we’ve helped build your brand’s reputation, profile, and trust, we will focus our efforts on converting all of your new traffic into customers, turning those lookers into bookers. This phase will focus on sales-driven content, ads, and strategies.

Travel Has Changed For Good

How we market to potential customers and persuade them to buy your tours, activities, attractions or accommodation has also changed. Strategies that may have worked during the height of tourism in 2019 may not be as effective in today’s climate. As travellers’ needs, desires, and lives have changed, tourism companies’ sales and marketing must change as well.

The team at TMA understand this, and it is why I have made it a personal mission to educate the sector on how to attract customers — even during a pandemic. I have offered many workshops and publications, including the initial ‘Coronavirus Marketing Battle Plan’ and the more recent 200-page in-depth traveller survey, ‘ Marketing Battle Plan for 2021 ’. We also understand that many tourism businesses have been severely hit financially and therefore may find it hard to consider any marketing costs at all — never mind a marketing agency. Because of this, we have created a suite of new packages.

Each package has been designed to give you the best possible outcome for your business at whatever stage your company is at right now. Whether you would like to consult with me or my team, or if you want a full suite of services, we cater for most business sizes and types. Each package contains services we feel will give you the best opportunity to guide your business along the path to success, maximising your potential while allowing my team to focus on the areas of marketing that we know work best for the sector.

Even on the smallest package, you are gaining access to a full team of marketing experts with over 60 combined years of experience. All that for as little as £1245 per month.

Let us prepare you for the flood of travellers that are itching to escape and explore again… let us help you, once again, turn your Lookers into Bookers.

Your Marketing Partner for Tours and Activities

Our tourism marketing packages, economy-class.

• Complimentary Wordpress Website*
• Web Hosting & CDN
• SEO & Content Audit
• Content Exploration
• Paid Ads Audit
• Strategy Creation
• Tracking Optimisation
• Proactive SEO Management
• Content Marketing (x3)
• Paid Ads Management (1 platform)

Business-Class

• Content Marketing (x6)
• Paid Ads Management (x2 platforms)

First-Class

• Discovery Call with Chris
• Content Marketing (x12)
• Paid Ads Management (x3 platforms)

*Free with our 12-month plans. Already have a website? Not to worry, if we feel your website supports our goals, we can simply skip this step and get started on the next stages of work right away. Ask for our package document for more details.

Success Stories

Walk91 Case Study

Escapegoat Adventures Case Study

Overland Ireland Tours Case Study

Join our family, apply to join our waiting list.

Are you looking for a dynamic and effective way to grow your tourism business? Well, look no further! We at the Tourism Marketing Agency believe in treating our clients as partners, and we’re committed to helping you achieve your digital marketing goals.

We have been inundated with enquires and clients so currently, we have a waiting list  to join our family.

We want to make sure that we are a good fit for each other and can work together seamlessly. That’s why we encourage you to apply for an initial consultation and join our waiting list. Let’s work together to bring your business to new heights!

• Travel, Tourism & Hospitality ›

Leisure Travel

Travel and tourism in Russia - statistics & facts

Impact of the war in ukraine on tourism in russia, how many tourists visit russia each year, key insights.

Detailed statistics

Travel and tourism's total contribution to GDP in Russia 2019-2034

Travel and tourism's total contribution to employment in Russia 2019-2034

Tourism spending share in Russia 2019-2023, by purpose

Editor’s Picks Current statistics on this topic

Destinations

Leading outbound travel destinations in Russia 2022-2023

Number of outbound tourism trips from Russia 2014-2023

Leading source markets for travel to Russia 2021-2023, by arrivals

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Countries with the highest outbound tourism expenditure worldwide 2019-2023

Countries with the highest outbound tourism expenditure worldwide from 2019 to 2023 (in billion U.S. dollars)

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Year-over-year inbound visitor growth in Central and Eastern Europe (CEE) and Central and Baltic Europe from 2020 to 2024

Travel industry revenue distribution in Russia 2022, by segment

Distribution of travel industry revenue in Russia in 2022, by segment

Distribution of travel and tourism spending in Russia from 2019 to 2023, by purpose

Travel and tourism's total contribution to GDP in Russia 2019-2034

Total contribution of travel and tourism to gross domestic product (GDP) in Russia from 2019 to 2034 (in trillion Russian rubles)

Travel and tourism's total contribution to employment in Russia 2019-2034

Total contribution of travel and tourism to employment in Russia from 2019 to 2034 (in million jobs)

Travel transportation consumer price in Russia 2022, by type

Average consumer price of travel transportation in Russia in 2022, by type (in Russian rubles)

Outbound tourism

• Basic Statistic Outbound travel expenditure in Russia 2011-2023
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Outbound travel expenditure in Russia 2011-2023

Outbound travel expenditure in Russia from 2011 to 2023 (in billion U.S. dollars)

Number of outbound tourism trips from Russia from 2014 to 2023 (in 1,000s)

Number of outbound travel visits from Russia from 2022 to 2023, by destination (in 1,000s)

Number of outbound tourists from Russia 2023, by territory

Number of Russians travelling abroad for tourism purposes in 2023, by territory (in 1,000s)

Outbound tourist flow growth in Russia 2022, by destination

Growth in outbound travelers with tourism purposes from Russia in 2022 compared to 2019, by selected destination

European Union (EU) Schengen visas issued in Russia 2010-2023

Number of Schengen Area visas issued from applications to consulates in Russia from 2010 to 2023*

Inbound and domestic tourism

• Basic Statistic International tourism spending in Russia 2011-2023
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International tourism spending in Russia 2011-2023

Spending of international tourists in Russia from 2011 to 2023 (in billion U.S. dollars)

Domestic travel spending in Russia 2019-2034

Domestic tourism expenditure in Russia from 2019 to 2034 (in trillion Russian rubles)

Number of inbound tourist arrivals in Russia 2014-2023

Number of inbound tourism visits to Russia from 2014 to 2023 (in 1,000s)

Leading inbound tourism markets visiting Russia from 2021 to 2023, by number of trips (in 1,000s)

Number of nature protected areas in Russia 2015-2023, by type

Number of nature conservation areas in Russia from 2015 to 2023, by type

Estimated demand for inbound tourism in Russia Q1 2014-Q2 2024

Estimated balance of demand for inbound tourism in Russia from 1st quarter 2014 to 2nd quarter 2024

Inbound tourist flow growth in Russia 2020-2023

Year-over-year growth in inbound trips for tourism purposes in Russia from 2020 to 2023

Tourist flow in Moscow 2019-2023

Number of tourist arrivals in Moscow from 2019 to 2023 (in millions)

Tourist count in Saint Petersburg, Russia 2016-2023, by origin

Number of tourists in Saint Petersburg, Russia from 2016 to 2023, by origin (in millions)

Travel industry

• Premium Statistic Travel industry organizations distribution in Russia 2022, by segment
• Premium Statistic Number of tourism companies in Russia 2010-2022
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Travel industry organizations distribution in Russia 2022, by segment

Distribution of travel industry organizations in Russia in 2022, by segment

Number of tourism companies in Russia 2010-2022

Number of travel agencies and reservation service establishments in Russia from 2010 to 2022

Average monthly travel industry salary in Russia 2014-2022

Average monthly salary in travel industry in Russia from 2014 to 2022 (in Russian rubles)

Most popular travel websites in Russia 2023, by traffic

Leading travel and tourism websites in Russia in August 2023, by monthly visits (in millions)

Package tours

• Premium Statistic Number of package tours sold in Russia 2014-2022, by type
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Number of package tours sold in Russia 2014-2022, by type

Number of package tours sold in Russia from 2014 to 2022, by tourism type (in 1,000s)

Value of package tours sold in Russia 2014-2022, by type

Total value of package tours sold in Russia from 2014 to 2022, by tourism type (in billion Russian rubles)

Package tour cost in Russia 2014-2022, by type

Average cost of a package tour in Russia from 2014 to 2022, by tourism type (in 1,000 Russian rubles)

Most popular travel destinations on package tours in Russia 2022

Number of tourists sent on tours by travel agencies in Russia in 2022, by destination (in 1,000s)

Accommodation

• Basic Statistic Paid travel accommodation services value in Russia 2015-2022
• Premium Statistic Travel accommodation establishments in Russia 2023, by federal district
• Basic Statistic Total room area in travel accommodation in Russia 2013-2022
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• Premium Statistic Overnight accommodation cost in Moscow monthly 2020-2023
• Premium Statistic Hotel occupancy rate in Moscow 2023, by segment
• Premium Statistic Average daily hotel rate in Moscow 2023, by segment
• Premium Statistic Glamping sites share in Russia 2023, by seasonality

Paid travel accommodation services value in Russia 2015-2022

Value of paid services provided by travel accommodation establishments in Russia from 2015 to 2022 (in billion Russian rubles)

Travel accommodation establishments in Russia 2023, by federal district

Number of collective accommodation establishments in Russia in 2023, by federal district

Total room area in travel accommodation in Russia 2013-2022

Total area of rooms in travel accommodation establishments in Russia from 2013 to 2022 (in 1,000 square meters)

Number of visitors in hotels in Russia 2010-2023

Number of visitors in hotels and similar accommodation establishments in Russia from 2010 to 2023 (in 1,000s)

Number of hotel visitors in Russia 2023, by travel purpose

Number of visitors in hotels and similar accommodation establishments in Russia in 2023, by purpose of travel (in 1,000s)

Overnight accommodation cost in Moscow monthly 2020-2023

Average cost of overnight accommodation in Moscow from May 2020 to September 2023 (in euros)

Hotel occupancy rate in Moscow 2023, by segment

Occupancy rate of quality hotels in Moscow from January to March 2023, by segment

Average daily hotel rate in Moscow 2023, by segment

Average daily rate (ADR) in hotels in Moscow from January to March 2023, by segment (in Russian rubles)

Glamping sites share in Russia 2023, by seasonality

Distribution of glamping sites in Russia as of June 2023, by seasonality

Travel behavior

• Premium Statistic Household expenditure on travel & recreation per capita in Russia 2014-2022
• Premium Statistic Reasons to not travel long-haul in Russia 2022
• Premium Statistic Intention to travel long-haul from Russia 2019-2022
• Premium Statistic Intention to travel to Europe in Russia 2019-2022
• Basic Statistic Summer vacation plans of Russians 2012-2023
• Premium Statistic Travel frequency for private purposes in Russia 2023
• Basic Statistic Average holiday spend per person in Russia 2011-2023
• Premium Statistic Attitudes towards traveling in Russia 2023
• Premium Statistic Travel product online bookings in Russia 2023
• Premium Statistic Internet use for travel booking in Russia 2014-2022

Household expenditure on travel & recreation per capita in Russia 2014-2022

Average household expenditure on travel and recreation per capita in Russia from 2014 to 2022 (in Russian rubles)

Reasons to not travel long-haul in Russia 2022

Main reasons for avoiding travel outside the Commonwealth of Independent States (CIS) in Russia from September to December 2022

Intention to travel long-haul from Russia 2019-2022

Index of intention to travel outside of the Commonwealth of Independent States (CIS) in Russia from January 2019 to December 2022 (in points)

Intention to travel to Europe in Russia 2019-2022

Index of intention to travel to Europe from Russia from January 2019 to December 2022 (in points)

Summer vacation plans of Russians 2012-2023

Where do you plan to spend your vacation this summer?

Travel frequency for private purposes in Russia 2023

Travel frequency for private purposes in Russia as of March 2023

Average holiday spend per person in Russia 2011-2023

How much money did you spend per person on holidays this summer? (in Russian rubles)

Attitudes towards traveling in Russia 2023

Attitudes towards traveling in Russia as of March 2023

Travel product online bookings in Russia 2023

Travel product online bookings in Russia as of March 2023

Internet use for travel booking in Russia 2014-2022

Share of online shoppers using the internet to order services related to travel booking in Russia from 2014 to 2022

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Qatar Tourism forces French teams to market their services

by Martina Alcheva September 06, 2024

French clubs in Ligue 1 and Ligue 2 will soon be promoting “Qatar Tourism” or other Qatari entities as part of a new sponsorship deal. The agreement was officially announced on July 31, during a Professional Football League (LFP) board meeting. It will see clubs earning substantial sums for their involvement. Qatari investments in European soccer are becoming more influential. For example, there was an agreement with BeIN SPORTS and DAZN’s French leagues’ rights purchase .

The new sponsorship arrangement will inject $18.2 million into Ligue 1 and Ligue 2 clubs to promote Qatar Tourism, Ouest France claims. Each first-division club is set to receive $809,000, while second-division teams will earn $188,000. These payments stem from a broader agreement in which Qatar committed $22 million in sponsorship fees. That is on top of an $88 million base payment to the broadcasting rights for the French leagues.

The sponsorship agreement allows clubs some flexibility, with the option to decline to promote Qatar Tourism. However, in such cases, they must promote another Qatari body, such as BeIN SPORTS. It is already a key player in broadcasting French soccer.

Qatar’s influence on French soccer

The allocation of funds to clubs was the subject of discussion at the LFP board meeting. Nantes president Waldemar Kita said the payment could go directly to the clubs without the need for LFP Media to act as an intermediary. However, LFP President Vincent Labrune defended the decision. He said the distribution ensures fairness between clubs. The final allocation split 81% for Ligue 1 and 19% for Ligue 2. Within each league, the distribution is equal for the clubs.

The exact nature of the promotion of Qatar Tourism is not yet clear. Clubs must comply with the agreement to benefit from the financial rewards.

Qatar’s involvement in French soccer is not new. The Gulf state’s ownership of PSG and its interest in BeIN SPORTS has profoundly impacted Ligue 1. This latest sponsorship deal underscores Qatar’s continued influence and its desire to leverage the sport for tourism promotion. By partnering with all Ligue 1 and Ligue 2 clubs, Qatar Tourism aims to broaden its reach.

The timing of the deal comes amid growing scrutiny of the relationship between sports and geopolitics. Countries like Qatar increasingly use high-profile sponsorships and sports investments to improve their global image.

New reality for struggling clubs?

This deal represents another chapter in the evolving relationship between Qatar and European soccer. With clubs now contractually obliged to promote Qatari interests, the influence of Gulf states on soccer will grow even further. As Ligue 1 and Ligue 2 clubs adapt to this new reality, the financial boost could help them remain competitive both domestically and in European competitions.

For clubs like Nantes and others in Ligue 1 and Ligue 2, the money from Qatar Tourism may provide much-needed financial stability, especially for smaller teams operating on tighter budgets. However, questions may arise about the ethical implications of promoting foreign state entities and the long-term impact on the independence of European leagues.

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