For those operating in the tourism industry, the various different tourism marketing strategies that are deployed can go a long way towards determining long-term business success. With that in mind, in this article, you will find out more about tourism marketing and also find 11 of the best tourism marketing tips to help boost your results.
What is Tourism Marketing?
Tourism marketing is the collective name given to the various marketing strategies used by businesses within the tourism industry. This includes, for example, hotels and other forms of accommodation, along with airlines, car rental services, restaurants, entertainment venues, travel agents and tour operators.
The purpose behind tourism marketing is to promote the business, make it stand out from rivals, attract customers, and generate brand awareness. Many modern tourism marketing strategies make use of the internet, with websites, online adverts, email and social media platforms often playing a key role.
Why is Tourism Marketing Important?
As it is one of the world’s largest industries, the tourism industry is extremely competitive. This means that businesses operating within the industry need to find ways to stand out from rivals, promote themselves as being the best option for tourists, and highlight some of the things that make them different, or superior. Marketing is essential for achieving this and many of the best tourism marketing tips focus on helping businesses to find a unique selling point and promote it. Of course, it is also crucial that marketers keep up with the latest trends, so that they can create a diverse marketing mix and use the best methods for getting their message out.
11 Tourism Marketing Tips to Boost Your Results
If your business is operating within the tourism industry, you are going to want to give yourself the best possible chance of staying relevant and standing out from competitors. With this in mind, below, you will find 11 of the best tourism marketing tips for attracting customers, increasing brand awareness and improving business results.
1. Use Virtual Reality Marketing
The rise of virtual reality technology has been extremely beneficial for tourism marketing purposes, because VR allows people to be digitally transported to a realistic 3D environment. This enables a hotel to offer a virtual reality tour of a hotel room, or a travel company to offer a realistic virtual experience of a tourist attraction. Essentially, virtual reality marketing is about providing the audience with an experience that is similar to what you can offer them, so that they can see for themselves why they should choose you over a competitor. This then makes them more likely to make a booking, choose a particular destination, or want to visit a particular tourist site.
Video: A Guided City Tour of Dubrovnik (360 VR Video)
In the article “5 Benefits of Virtual Reality Marketing” you find more information about VR marketing and 5 advantages of using virtual reality to increase sales.
2. Prioritise Personalisation
Modern customers want to be treated as individuals, which is where personalisation marketing comes in. The basic principle is to try to target people with more relevant marketing messages, which appeal to them on an individual level. This could mean, for instance, sending a personalised email, showing them a product they might like. To be effective, personalisation marketing requires you to capture user data and make intelligent use of it, often through AI and automation. This data could be past bookings, web browsing habits, or activity on social media.
Video: Personalisation Marketing Explained by Dell
In the article “5 Ways Personalisation Marketing Can Benefit the Travel Industry” you can read more detailed information about personalisation marketing within travel.
3. Capitalise on Voice Search
The rise of voice recognition technology has opened up new avenues for marketers to explore. In particular, hotels are increasingly using smart hubs to offer voice search capabilities within rooms, providing a more convenient source of tourist information. Meanwhile, travel agents are also making it easier to book entirely through voice control. One of the best tourism marketing tips is also to use SEO principles to focus on voice search results on platforms like Google. Additionally, voice search can be used to put customers in contact with a chatbot.
Video: Book a Flight, Hotel or Car Rental via Expedia through Amazon Alexa
In the article “How Can Voice Search Benefit the Travel Industry?” you will learn more about voice control and the ways it can be of help in the travel industry.
4. Deploy Artificial Intelligence
The use of artificial intelligence is another growing marketing trend. For example, travel websites can look at past bookings to make intelligent recommendations for future bookings, while hotels can use artificial intelligence to create a more personalised offering for their guests, and AI can assist with analysing data for marketing purposes. Of course, one of the other major areas where AI is used is through chatbots. The benefit here is that fast response times to customer queries can be guaranteed 24 hours a day, seven days a week, regardless of staff availability.
Video: Travel Planning – Conversational AI for Travel
In the article “How Artificial Intelligence is Changing the Travel Industry” you will learn the uses and benefits of artificial intelligence, and explain how it is changing the way tourism companies operate.
5. Focus on the Customer Experience
Within tourism management, it is important to try to keep in mind that most customers are not really paying for products or services; they are paying for experiences. With this in mind, some of the most useful tourism marketing tips stress the importance of competing based on the customer experience you can provide. Hotels might do this by offering smart room controls, while airlines might compete based on meals and entertainment. The trick is to promote the superior experience you offer and allow customers to share their experience with others.
Video: Fairmont Hotels – Customer Experience
In the article “8 Ways to Improve Customer Experience in the Travel Industry” you will find out about eight of the most effective ways for those in the tourism industry to improve the experience for customers.
6. Embrace Influencer Marketing
Influencer marketing involves partnering with individuals or businesses that have a degree of influence over a particular demographic, in order to promote your products or services. It harnesses the power of social media and shares similarities with endorsement marketing, in that people are more likely to trust the word of that influencer. An influencer might promote a restaurant by posting photos of the meal they had there, or promote a hotel by sharing a video of their stay. Influencer marketing can also take other forms, such as blog posts or written social media content.
Video: How Instagram Influencers are Driving Tourism
7. Create a Content Marketing Strategy
Content marketing is one of the best tourism marketing strategies for a number of reasons. Not only can it be used to draw attention to your business and your company website, it can also help to position you as a credible industry expert. Furthermore, an effective content marketing strategy can use SEO techniques to boost overall visibility. Content marketing is diverse and includes everything from blog posts and web articles, to infographics, e-books and videos. The key to success is to produce high-quality, genuinely useful content. Think about the expertise you have to share, keep customers up-to-date, and share knowledge about attractions, activities and experiences.
Video: Webinar – 5 Steps to Revamp Your Content Strategy for Your Travel Business
8. Facilitate User Generated Content
In terms of budget-friendly tourism marketing tips, it can be beneficial to encourage the creation of as much user generated content as possible. User generated content refers to any content that originates from internet users, rather than from the marketing business, and includes images, videos, blog posts, comments on social media, and more. A digital photo booth might encourage tourists to take photos at your location and the booth can automatically add your company name or a hashtag to the photos. You might also set up a section on your website for users to upload their own videos, while you can encourage discussion on your company blog, and on social media platforms.
Video: Create Brand Influencers with Customer Generated Content
9. Utilise Augmented Reality Technology
Although similar to virtual reality, augmented reality is about overlaying digital information onto real-world settings, rather than replacing them with entirely new 3D environments. This can be used for tourism marketing purposes in a number of interesting ways; typically through the use of smartphones and mobile apps. As an example, some tourism apps now allow users to point their phone at a restaurant or tourist attraction in the real world and see online reviews on the screen. Meanwhile, some hotels feature interactive wall maps, which are able to offer significantly more tourist information when viewed through a smartphone.
Video: Example Augmented Reality in Tourism
In the article “How Augmented Reality is Revolutionising the Travel Industry” you get a closer look at the impact augmented reality is having on the tourism industry.
10. Do Not Neglect Review Marketing
The modern travel and tourism industry is hugely influenced by customer reviews. After all, customers are now likely to read reviews before they book a hotel room, visit a restaurant, or even decide on a broad travel destination. For this reason, tourism marketing efforts must also place a focus on managing reviews, and there are several ways to do this. You can request reviews from guests via email, ensuring you have plenty of feedback and that the influence of bad reviews is limited. You can also focus on updating profiles on review platforms. Trends within negative reviews should be identified quickly and the underlying issues should be addressed to protect your reputation.
Video: How to Manage Reviews
In the article “9 Tips to Manage Online Reviews” you will learn some tactics to sharpen your review management strategy.
11. Invest in Remarketing Efforts
Remarketing involves targeting those who have interacted with your business in the past, in order to generate future business. It can be extremely cost-effective, because you know you are reaching out to people who have at least some interest in what you are offering. Remarketing can be carried out through social media platforms, Google AdWords, etc. Another major benefit here is that individuals can be targeted easily with extremely relevant messages. For instance, an OTA can show someone an ad for a hotel they have previously looked at, jogging their memory. This can be useful in cases where a customer has been interrupted mid-booking, giving them a reminder to continue.
Video: Getting Started with Remarketing
In a highly competitive tourism industry, it is important to stand out from competitors and promote the qualities that make your business unique. For optimum results, you should use the most up-to-date methods, and the 11 tourism marketing tips in this article will assist you in achieving your goals.