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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

marketing strategy of travel and tourism

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. 

marketing strategy of travel and tourism

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 . 

marketing strategy of travel and tourism

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.

marketing strategy of travel and tourism

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.

marketing strategy of travel and tourism

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. 

marketing strategy of travel and tourism

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. 

marketing strategy of travel and tourism

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

marketing strategy of 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. 

marketing strategy of travel and tourism

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.

2 – 4 March 2024

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.

Sign up to receive insights tailored for the in-destination industry as well as updates on Arival.

Header photo: Unsplash / Merakist

marketing strategy of travel and tourism

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The 8-Step Tourism Marketing Strategy (Free Template)

By Kyla Steeves

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Hands resting on open laptop keyboard surrounded by travel items

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. 

SWOT analysis grid for tourism marketing strategy

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.

Value proposition chart outlining features, benefits, and value

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 . 

Guest persona example for a tour company targeting solo travelers

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)

Competitor profile of a surf school operator

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. 

Budget breakdown for marketing activities

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.

Overall goals, metrics, and activities for travel industry marketing strategies

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. 

Marketing roadmap

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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Download the 8-Step Marketing Strategy Workbook

And take command of your brand with a well-thought-out marketing strategy that’s bound to get you results.

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travel and tourism marketing

6 Strategies for Harnessing Travel and Tourism Marketing

Travel is back, and it’s coming back strong . Since 2020, US digital ad spend has been steadily increasing year over year. In 2023, it’s projected that spend will reach $4.54 billion USD, a 12% increase from 2022. 

For travel marketers, this growth signals that it’s time for a fresh tourism marketing strategy. To help you build a programmatic strategy for travel that drives results, we’re unpacking the latest trends in the industry, and sharing top-of-mind travel and tourism marketing strategies. 

Travel and Tourism Trends 

It’s clear that the travel revival has started. Across the industry, there have been positive signs, from increasing traffic in US airports to growing ad spend . Let’s dive into some of those travel and tourism marketing trends in detail. 

Domestic tourism is booming. 

Although international destinations also account for a large amount of US consumer spending on travel, it’s important not to forget about domestic travellers. Americans go on over 2.29 billion domestic trips every year! 

In fact, one study found that 96% of the survey respondents took (or planned to take) at least one domestic leisure trip in 2022. And, 80% of those respondents described their most recent local travel experience as positive or very positive.

Consumers are looking to travel with purpose. 

Travellers are becoming increasingly value driven, which is influencing their decisions when purchasing travel products and services. Seventy-two percent of travellers are looking to have a positive impact and support communities and businesses through tourism. 

Sixty-nine percent of consumers said they are more mindful of choosing hotels and airlines that align with their values and support diversity and inclusion within their workforce. Travellers are also becoming more eco-friendly and many are looking to support airline brands that are sustainable (68%) and carbon negative (55%).

Personalized experiences are for travellers, too. 

Consumers are increasingly expecting personalized marketing experiences at every touch point through the marketing funnel, from their first exposure to a brand, all the way to their post-purchase experience. 

This is relevant across all industries, including travel and tourism marketing. Personalized marketing in travel is now a must-have. According to Skift , That personalized touch can drive increased conversion rates and revenue, and improve customer loyalty. 

6 Travel and Tourism Marketing Strategies

Here are 6 travel and tourism marketing strategies that will help map out your next travel campaign. 

1. Use geotargeting to reach nearby consumers. 

Geotargeting is the practice of delivering content to a consumer—via mobile or web—using the geographic location information of the recipient. For travel and tourism marketing, it’s the perfect strategy for tapping into the booming domestic tourism market. 

For example, if a destination marketing organization (DMO) based in Nevada wants to attract travellers from their neighbour state, California, they can leverage geofencing to capture the attention of people located there. Geofencing targets users based on the geographic location information of the recipient. This tactic draws a virtual fence around a geographic location, so that users who enter that “fenced” area are served your ads.

You can target audiences using location data like country, state, postal or zip code, or even a specific address. If you’re looking to attract domestic consumers, geotargeting is one strategy that will help you remind travellers of what’s in their own backyard. 

2. Use video to entice consumers to book.

Travel is an emotional experience for consumers. Therefore, leveraging a channel that speaks to that emotion is a great way to capture the interest of your target audience. Video is particularly effective for travel because it’s an engaging and immersive medium that uses visual cues to create emotion in viewers. 

Travel brands can use video advertising to engage viewers with storytelling and showcase the experiences that they are offering. By engaging a viewer’s emotion, your video may entice them to book a weekend getaway at your hotel, or travel to your resort for the gorgeous beaches. When you run your video campaign on connected TV (CTV), you can capture and hold user attention particularly well because CTV provides a natural, full-screen experience. 

Ads shown on CTV are highly viewable, and are served in an environment in which the audience is already engaged. When watching a connected TV device, viewers understand and accept that ads are part of the viewing experience. 

Knowing this, they are more receptive to them. These benefits combined with CTV’s enhanced targeting options and inventory selection are just part of why we’re seeing CTV overtake linear ad spend. For travel marketers, CTV is the perfect channel for delivering video ads that will entice consumers to book travel. 

3. Appeal to the audiences through eye-catching creative.

Video is a fantastic channel for emotionally engaging consumers, but all formats of ad creative have a similar effect. Your campaign’s messaging, regardless of the medium, plays an important role in capturing the interest of your target audience. Build creatives that resonate with your target audience, so you can attract the travellers who are most likely to engage with your campaign. 

When running a travel campaign, use your ads to grab the interest of your audience by showing content that is relevant to them. For example, target users in cold geographic regions with images that show warm and sunny destinations. Hook your target demographic in the first few seconds by using language that speaks to them, intrigues them, or spurs an emotional response.

4. Leverage contextual advertising to reach the right audience.

Contextual targeting in travel and tourism marketing can enable you to reach audiences who are ready to travel. This targeting tactic uses algorithms to place ads based on keywords, website content, and other metadata. This way, users are targeted based on the environment in which an ad appears, which places focus on the consumer’s current frame of mind to show an ad that is hyper relevant.

Capturing an audience that is currently receptive to travel is the key to success. For example, by using contextual advertising to target content like, “best destinations in 2023,” you can reach travellers who are planning to travel soon, or planning to travel in the near future. To reach the people who are considering travel, make sure to first engage with those who are most interested—they will be more likely to book a trip. 

5. Measure travel advertising results with a brand lift study.

Brand lift studies go beyond traditional metrics, like impressions, to help you measure a travel campaign’s impact on consumer perceptions and behaviour . A brand lift study measures the impact of your campaigns across all your programmatic channels, typically providing a picture of the consumer sentiment and brand affinity of people who have been exposed to your media. 

For travel marketing, it can be used to measure the impact of upper funnel campaigns on your consumers’ perception of your brand. Or, leverage it to measure consideration or purchase intent in the mid- to lower funnel.

Let’s say a hotel chain has just launched its first marketing campaign around a new hotel perk. The chain runs a brand lift study to understand whether their target audience is interested in the new offering. The study can discover how likely travellers are to pay more for access to the hotel perk, as well as the perception a consumer has about the chain after seeing an ad that mentions it. 

6. Use messaging to highlight the value of your offering. 

Messaging in your travel marketing campaigns is your best tool for letting consumers know why they should book with you. In travel and tourism marketing, it can be leveraged to build consumer confidence, as well as to personalize. It’s your opportunity to share what makes your offering stand out. For example, if an airline offers a flexible rebooking policy, this should be highlighted in their digital campaigns. This way, airlines can capture the interest of hesitant travellers. The knowledge that an airline offers flexibility builds consumer trust, and may be the deciding factor for that consumer who might be on the fence. 

For personalization, consider what it is about your offering that will appeal to specific target audiences. For example, resorts that are eco-friendly should highlight this within their messaging. Let your audience know what the resort is doing that aligns with their values. With so many consumers looking to travel with purpose, this could be the deciding factor in making a purchase decision.

Use Case: How to Reach Beach Goers 

A resort in a sunny destination wants to attract beach goers. Here’s how this resort could use a combination of the above travel advertising strategies to reach their target audience.

  • Leverage a video campaign to engage viewers with storytelling and showcase the experiences that the resort offers. Imagery of the resort will engage a viewer’s emotion, and entice them to book a vacation so that they can experience what they’ve seen in the video. 
  • Incorporate into the campaign messaging that addresses common travel concerns. Build the trust of beach goers by highlighting a flexible rebooking policy, resort features, and more. 
  • Incorporate creatives that targets users with video of a sunny, hot, beach, while targeting users in warmer climates with creatives of breezy ocean. By tailoring the creative based on geographic location, the campaign will appeal to the desires of consumers according to their customer profile. 
  • Use contextual targeting to capture an audience that is currently receptive to a beach vacation. To reach beach goers, target content like, “best beach vacations 2023.” That way, the campaign reaches consumers who are actually eager to go on vacation, or are receptive to the idea of a beach vacation in the near future. 

Travel and Tourism Marketing is Going Places

Are your travel and tourism marketing campaigns ready to take flight? To keep up with the current trends in travel, be sure to leverage strategies that reach the right audiences, at the right moment. That could mean using geotargeting to attract domestic travellers, or crafting messaging that aligns your offering with consumer values. The key is to test your strategies until you find the perfect mix. 

StackAdapt is partnered with Adara, the leader in travel data, to offer solutions for travel campaigns, including unique audiences, insights and targeting. Want to get started with travel and tourism marketing? Request a demo to learn more about our travel solutions.

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Travel Marketing 101: Everything You Need to Know

People are ready to travel. Where, when, and how varies as much as the individual. Passion, timing, and budgets lead the way. A smart media strategy, combined with evocative storytelling, will transport consumers to your destination.

  • What is Travel Marketing?
  • Top Travel Industry Trends

Essential Travel and Tourism Marketing Strategies

  • — Video Marketing
  • — Virtual Reality Experiences
  • — Augmented Reality
  • — Increase Search Visibility
  • — Content Marketing & Native Ads
  • — Digital Audio
  • — Personalized Messaging
  • Big Data in the Travel Industry

Get Started with Travel Marketing Today

What is travel marketing and why is it i mportant.

  • The Travel & Tourism market is projected to reach $54 billion in 2023.
  • Revenue is expected to show an annual growth rate from 2027 of 4.41%, resulting in a projected market value of over one billion by 2027. 74% of this will be generated by online sales. 

It's clear why travel marketing is important. Having a data-driven travel marketing strategy makes all the difference in overall business performance. It promotes travel services to new markets, strengthens awareness of one's brand, and increases the rates of both conversions and sales.

Just as travelers— for business or pleasure—have priorities and purpose in mind, so too should travel and tourism brands. What distinguishes your hotel from the others? What’s unique about your location? Who are your primary targets and how are you going to make their experience exemplary to earn their affinity? It all starts with defining your audience personas, crafting your brand, and knowing your KPIs.

Top Travel Industry Trends (2022–2025)

Again, how and where we travel varies, just as much as the destinations themselves. Below are just a few ways people are traveling. Understanding who is traveling where—and why—will inform strategies and personalization.

  • Travelers Go it Alone : 25% of all American millennials plan to travel by themselves each year.
  • Travelers Crave Local Experiences : The “experience economy” is huge in the travel industry. Consumers crave authentic experiences that distance them from mainstream tourism.
  • Going Virtual : For consumers who want to sample and learn about different places without leaving their homes, there’s the alternative of booking a private tour and activity with locals around the world virtually, and viewing in the metaverse.
  • Bucket List Travel: Always wanted to see an Emperor Penguin? There’s a cruise for that. Interested in seeing the beaches of Normandy? There’s a personal tour guide for that. Chances are the journey for these experiences starts with a recommendation from a friend and a good old-fashioned Google search to get the lay of the land.
  • Business and Leisure Travel : Working remotely can mean Italy as much as Hoboken. The concept of being location-independent— traveling and working remotely— has become a new mainstay post-pandemic. In turn, digital nomads are searching for locations and deals on where to work and play.
  • Sustainable Travel : Most U.S. travelers believe there aren’t enough options when it comes to sustainable travel. Nearly 70% of travelers say they are more likely to book accommodations if they know the property is planet-friendly .

Travel Industry Trends Resources: Generational Marketing 2023 Marketing Trends and Predictions

One of the best travel marketing tips to keep in mind is that most customers are not really paying for products or services in their minds. They are paying for experiences . As with nearly all businesses, technology presents the travel industry with seemingly endless opportunities to connect with customers. Below are just a few way brands are getting noticed:

Video Marketing

In the travel industry, videos have long been an indispensable marketing tool. They show off destinations and hospitality businesses in their full glory. Travel marketers that lean into video creation—and that doesn’t have to equal big budget productions—will forge connections with target audiences. Digital video is an amazing way for brands to educate, elicit emotion, and tell compelling stories.

OTT Marketing Reaches Viewers with Non-Skippable Video 

Virtual Reality Experiences—The Metaverse and You:

It’s the ultimate test vacation. The metaverse can transport you just about anywhere and no passport is required. Like what you see? Post an offer and start planning. While still in the early stages, the tourism industry is already making the jump in the virtual reality (VR) world . Over the past few years, museums have introduced more creative ways to interact with exhibits and some have even taken consumers on pub crawls. Thomas Cook , a pioneer in the travel and tourism industry for more than 170 years, is using 360 VR films so travelers can test the waters of Sharm-el-Sheikh in Egypt and more. And if you’re trying to reach Gen Z, they’re here and they’re ready to go places.

Blog: AI in Travel Marketing

Augmented Reality Enhances Real-World Settings

AR, or augmented reality, differs slightly from virtual reality. AR uses apps and overlays to create an experience and show additions to a particular setting. Travel companies can use this to advantage by using AR to transport and showcase their offerings.

Increase Search Visibility and See Bookings Soar

It’s easy to take the importance of a focused SEO strategy for granted with so many other options vying for your attention, but that would be a mistake­. Not having a mindful search strategy as a key tenet in your media strategy would be like not seeing the Eiffel Tower when in Paris. A well-rounded SEO strategy facilitates direct bookings, drives site engagement, and increases overall cost-effectiveness.

Do it right, and you’ll see your Google rankings increase. Getting your brand name on the first page of results is the holy grail to success when 94% of search starts with a search engine and more than 25% click the first result that comes up.

While you may already spend on SEO, it's a good idea to have an SEO check-in from time to time to make sure you’re targeting the right folks and doing so the way they want you to.

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Content Marketing and Native Advertising

Few things combine time and place to greater effect than native advertising. It’s the ultimate storytelling device, empowering marketers to say exactly what they want to say and where. A good magazine ad or digital native advertising piece will take the shape of an article—for example, by showcasing a vineyard in Napa on the cover of Travel + Leisure or a video highlighting the beaches of Mexico within a surfing site. The creative will transport viewers, and hopefully a nicely placed call-to-action leads to a website that will give audiences more of the information they seek.

A few native advertising tips:

  • Create content that encourages the reader to act
  • Know how you’re going to measure results: what is it that you want user to do after they read your article or play your video?
  • Try to be original. If you are one of several players trying to host destination weddings, why should they pick you? Are you offering a special incentive code?
  • Be authentic. Be real. Native content is storytelling, not overt advertising. It isn't directly selling, per se, but rather sparking ideas.
  • Find a fit: Be mindful of where you’re running your creative and complement the space. It’s a curated audience you’re being seen in, so make the most of it.

Move Consumers from Awareness to Action with Native Ads

For many, the first step to a journey is “hey Siri,” "ok Google," or “Alexa,” so it’s little surprise that increasingly travelers (and potential travelers) are turning to devices to book hotels or flights, and learn more about excursions and dining experiences. Markers can optimize content to capitalize on voice searches.

Free E-Book: Digital Audio Advertising Dominates

Personalized Messaging Enhances Customer Experience

The goal of effective advertising is to personalize messaging so it's as relevant and beneficial to the recipient as possible. If a travel brand is targeting a young family, it makes sense to highlight the activities for minors. If trying to become a bachelor or bachelorette destination, it may make sense to include in your ad the customized experiences available to enhance their stay (and perhaps a discount code). Leading with a customer-centric perspective distinguishes brands, creates affinity, and earns loyalty.

Data Draws the Big Picture: Big Data in the Travel Industry

The importance of data analytics to drive performance and ROI cannot be overstated and data visualization platforms play an important role in this. They—quite literally—provide a big picture of how all elements in any particular ad campaign are performing. Operators, in turn, can use this information to see what creative is performing strongest, and which platforms are driving the most visit to optimize performance.

Gathering the data enables travel and tourism entities to discern data sets and maximize budgets. Data visualization platforms, such as MNI’s industry-praised Optics , gives advertisers the ability to evaluate key metrics and optimize ROI.

  • Engagement rate: How are people engaging with your content? Are they commenting, saving, and sharing, or merely scrolling past? If you have a million followers but only 1,000 interact with your marketing, that is not a great return on your effort.
  • Targeting/Retargeting: Are your ads reaching new audiences and are you using data to re-engage potential leads or customers who leave your website without converting? Retargeting ads are designed to help advertisers reach visitors who do not convert right away. These campaigns are effective because they allow advertisers to target engaged customers with a highly relevant ad. Retargeting delivers strong results for increased awareness, website traffic, and conversion rate.
  • Putting it all together: Let the picture of what you see tell you where you want to go, where you should be spending more, what ads you should optimize. For the effort that your business is putting into collecting and maintaining a database, you should be able to obtain an equal or greater amount of value from the insights it gathers. 

Employing data visualization is now a necessity. Download our new e-book and see why.

Attitudes to travel are a moving target. Whether traveling for business or leisure, going by air or train or car, the desire to travel is real. Telling your target audience how you will be providing value and keeping them safe is essential. Step #1, know your audience. Step #2, connect with them. Step #3, embrace a multi-channel strategy. To do this, it’s incumbent to keep up to date with the very latest travel marketing strategies and to partner with those that do it best.

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The Ultimate Guide to Creating a Travel & Tourism Marketing Strategy

Creating a marketing strategy for your travel and tourism company can help set you apart from the competition! If you need some guidance on how to begin and where to reach new customers, continue reading!

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The COVID-19 pandemic placed an extreme burden on the travel and tourism industry. Between government-mandated shelter-in-place orders and individuals’ reluctance to venture far from home, Forbes estimates that travel and hospitality businesses worldwide lost an estimated $935 billion in 2020. The OECD estimates that international travel revenue decreased 80% . Shoring up travel and tourism is going to take a multi-pronged approach of restoring travelers’ confidence, offering clear information to domestic and international travelers, and building more resilience into your business through diverse offerings and quality services. Another way your hospitality business can build back is through thoughtful marketing.

Preparing to meet the pent-up demand for travel and tourism means being ready with an updated travel and tourism marketing strategy. Why have one? Marketers with a documented marketing strategy are 313% more likely to achieve their business goals. Just as keeping a planner helps individuals stay organized, having a marketing plan maps out the inputs your travel business will need to achieve its goals and how to put them in motion to enjoy the success you dream about.  

A marketing plan can also help you remain competitive. It will assist you with identifying target markets and understanding their wants. Marketing plans help you set measurable goals for sales and finances, and map out how you’ll reach customers and prospects with information about your offerings. In short, a travel and tourism marketing plan shows how you’ll tell the world how awesome your properties and services are. 

In this guide, we offer a basic flow for developing a marketing plan as well as strategies and tactics to consider. With a little planning and creativity, you can market your travel business like a pro!

Step 1: Conduct Market Research Among Key Stakeholders

Before you can begin creating a marketing strategy, you need to understand the why behind your need for one. You also need to understand where your brand has been… where it currently is… and where you want to take it. To do this, you need to sit with key stakeholders and identify:

  • What is your unique value proposition - the thing that truly separates you from your competitors. 
  • Who are your top competitors?
  • If your brand were a person, what five words would you use to describe them?
  • What are the top challenges you face when it comes to growing your business? 
  • Who are the dream clients you aspire to work with?
  • Who are your advocates? 
  • What social media channels do your audiences hang out on? Are you on them?
  • What is your goal for a marketing strategy? To grow brand recognition, gain clients, establish thought leadership opportunities for your executive team? All of the above?

You could find answers to these questions through focus groups, phone or online surveys, one-on-one interviews, or a combination of all. It’s best to employ a mix of quantitative and qualitative research when setting a marketing strategy for travel. Quantitative travel research will give you the “what” of your strategy while qualitative travel research will tell you the “why.”

Step 2: Establish Your 4 ‘Ps’ of Marketing

Having a marketing strategy means having plans in place to deal with both expected and unexpected situations. A marketing strategy helps you position your product to the right audience, at the right time for the right price. You should build your marketing strategy around the “Four Ps” of marketing:

  • Product: The goods or services you offer.
  • Price: The amount of money you charge for your product.
  • Placement: Where or how your product is available for purchase.
  • Promotion: What you do to communicate your product’s features and benefits to your target audiences.

Many variables affect your business success in the travel and tourism industry: competition, climate, current events. But you can control the four Ps.

Once you have decided on the four Ps for your product, one very important part of a marketing strategy that every business should establish early on are goals and key performance indicators (KPIs). What do you hope to achieve through your offerings? Increased sales? Higher volume? More frequent repeat business? And how will you know you’re getting there? KPIs are any metric that indicates success for your business. Ten businesses could designate 10 different KPIs for measuring their success and they would all be correct. 

Spend some time creating meaningful goals and KPIs that will define success for your travel business before you start working on tactics.

Step 3: Know Your Customers

It’s imperative to be close to your data when developing a marketing strategy. In order to do this, you need a customer relationship management system (CRM). A CRM will help you accurately track your company’s interactions with a current or potential customer. Every phone call, email, and website page visit gives you incredible insights into who your customers are and what they are interested in. And with 80% of consumers more likely to purchase from brands that provided personalized experiences, you’re leaving big money on the table by not using a CRM. 

What’s more, CRMs allow you to track the entire customer journey. There are five main stages in a typical travel customer’s lifecycle:

  • Acquisition

At each stage, a CRM can help you serve the customer through:

  • Generating brand awareness
  • Acquiring leads
  • Converting leads into customers
  • Providing superior support
  • Driving upsells and referrals

Successfully navigating leads and customers through these stages results in more business and profits for you, and a more customized experience for your customer. 

You’ll want to integrate your CRM with your other business tools. Connecting your CRM to your ticketing system helps you track orders and deliver promptly. Integrating your CRM with your content marketing platform helps you see what content is resonating best with your customer base and what knowledge gaps you still need to fill to encourage leads to convert. Joining your CRM with your phone system makes it easy for your call center agents or sales representatives to offer better customer support by having quick access to a customer’s purchase history or a potential customer’s journey through your sales funnel.

Step 4: Break Down Your Strategy Into Execution Channels

Marketing covers a huge span of online and offline channels. And studies show that having a strategy that covers multiple channels greatly impacts the bottom line. The numbers don’t lie: 

  • Brands experience a 287% higher purchase rate when using three or more channels
  • Average SMS ROI of approximately 2755%
  • The average order is 13% more per order with an omnichannel approach vs. single channel
  • Customer retention rates are 90% higher for omnichannel vs. single channel

A website is a critical component to your business success. It’s the central hub where your guests find information regarding travel packages and services, booking and reservations, travel details, and more. It’s one of the main places where your prospects are going to convert. 

Your website is a reflection of your brand, and you want to convey a friendly, no-hassle experience to your travelers in the form of aesthetically pleasing imagery, captivating copy, easy-to-navigate site setup, branding, and phone numbers to direct your customers’ questions to the right place. 

Your website’s user experience (UX) must offer information that answers all sorts of questions your guests may have about your services: pricing, amenities, loyalty programs, housekeeping, shuttle service, meeting rooms, excursions, and more. Displaying those details on your website and keeping lines of communication open helps your guests have a better experience with your brand. To make your website stand out and attract customers, you’ll want to consider adding these features to enhance your ability to communicate all this information. 

Crystal-Clear Navigation

Travelers don’t have time to dig through the weeds of a complicated website. If they can’t find what they’re looking for in 15 seconds, about half of your visitors have no problem leaving your site and looking on a competitor’s page. 

You can make it easy on visitors just by creating easy-navigation menus to create siloed information around specific topics of interest. Some of these topics in your menus might include: destinations, limited-time offers or specials, book or reserve, flight status, help or contact us, travel information, COVID-19, etc.  

Top navigation is to help travel brands create a natural flow of progression and a good customer experience. If this is your first experience with building out a custom menu, a good rule of thumb to follow is to stick with a menu no more than two steps deep. If you need more, your setup isn’t offering an ideal customer experience.

Real, Professional Photos

People want to see real, professional images of your product or service. It conveys authenticity and adds value. Your prospects can sniff out a stock photo from a mile away - don’t do it. Give your website visitors a real taste of what they’ll get if they book their stay or travel with you. Invest in a professional photographer to take photos that show off your hospitality and the beauty of your destinations in the best light possible. Update them for the seasons as your business grows. It will be money well spent. 

Phone Numbers in Prominent Places

Phone calls are still one of the fastest ways to get specific information. And, it remains the most preferred method of communication . When talking with a live staffer, Newcastle Web Design notes that callers have a better user experience. They’re able to get urgent answers and can ask probing questions in real-time. And, posting a phone number on your website builds trust between you and your prospect. 

Easily accessible phone numbers for guests to contact you about sales and support information is essential to a good experience. This is where virtual numbers add value, providing reliability, exceptional call quality, and little to no cost towards the consumer. 

  • Toll Free Phone Numbers . Guests can dial into your call center from one country for free.
  • Vanity Phone Numbers . Similar to a toll free number, vanity virtual numbers can be dialed from one country but use numbers that are easy to remember or spell out a brand name.
  • UIFN . A UIFN (universal international freephone number) is a global toll free number that can be dialed from multiple countries. 
  • Local DID + Caller ID . Establish a local presence and engage more with customers with two-way voice services plus caller ID. 

People love chatbots on websites because much like phone calls, chatbots offer instantaneous answers to very specific questions, resolution support issues, updates to existing itineraries, reservations and bookings, etc. IBM estimates that chatbots can answer up to 80% of common questions. 

Chatbots are great tools to integrate with your global phone system. They can save your business time and money by automatically handling queries to questions that would otherwise fill up your call queues and overwhelm the staff. 

Similar to instant gratification phone calls and chatbots offer, an FAQ (Frequently Asked Questions) page is a perennial favorite among travelers because they house quick answers to, well, the most frequently asked questions. 

This common feature of websites saves visitors time by signaling where they can find digestible, short-form information on hot topics. FAQ sections also save your agents time by heeding off individual questions you hear all the time in the call queue - giving your staff more time for more taxing customer support and conversion activities. 

2. Content Marketing

Content marketing is strategically curating written articles, visuals, audio, and video to encourage conversions for your business. Essentially, it’s the process of providing your customers value in hopes that it will keep them informed and trusting of your brand so they will eventually buy, refer, and repeat. It means using a combination of the tactics below to promote your business across a variety of channels and touchpoints. Let’s look at the most common travel and tourism content marketing tactics. 

Search Engine Optimization

Search engine optimization (SEO) is the activities you can perform to ensure your targeted audience can find your website via search engines. This includes search engine marketing, improving your website’s content, using specially formatted text or coding to communicate directly with search engines, creating online business listings, and working with other websites to gain inbound links. 

SEO is important because search engines deliver a targeted audience to your site. People use search engines to find the information they need right then and there. The first page of search engine results gets 95% of all search engine traffic . Very few people click through to the second, third, or fourth pages. 

You want to optimize your travel and tourism website to be discoverable by search engines and ranked highly for the keywords of your choice. Unfortunately, there is no easy formula for getting your site on the first page of search results. Google, Bing, Yahoo! and other search engines constantly update and tweak their algorithms that respond to search queries and deliver search results. But there are a few things you can do to make your site more search engine- and user-friendly that will always count toward a better search engine ranking:

  • Make your site relevant with engaging, thoughtful content . Sites that contain original, organized content centered around a well-defined topic (like your organization and its activities) will always outperform sites that are not well-organized or thoughtfully written. Take some time to review the text on your site, and ask yourself: Is it understandable? Is it grammatically correct? Is it non-repetitive? If the answer to any of these questions is no, revise it. 
  • Use relevant images with alt text . Alt text is text that shows up in an image box when you hover your mouse over it or when the image does not load within your browser. This text tells search engines what the image is about, giving the engine a better idea of what your overall site is about.
  • Make your site useful and current enough that other sites want to link to you . Although search engines no longer consider the number of outbound links you host when deciding how to rank you, they still consider inbound links – links on other sites that lead to your site. The best way to build your popularity is slowly, by encouraging related/similar sites to link back to you and by earning linkbacks through hosting updated, relevant content.
  • Optimize your website for small screens .  79% of consumers used a mobile device in 2020 to make a purchase. Format your website to be more mobile responsive or risk discouraging visits. 
  • Localize your content . Make sure your NAP is consistent across all your organic channels. NAP stands for name, address, and phone number, and it’s essential to ensure that every major search engine can verify your company’s existence. 
  • 7-Day Italy Adventure > Book Now
  • Atlanta Hotels > Check Rates
  • Europe Cruise Fleets > Learn More
  • Flight Details > Shop Now
  • Travel Restrictions > Stay Updates 
  • Track your website’s progress. Google Analytics helps brands track and report a myriad of website performance metrics. Coupled with call tracking software , companies can measure the reach and ROI of where their inbound calls are sourced from (direct website traffic or organic results) within Google Analytics or their VoIP provider dashboard. 

Once you’ve figured out what you want your travel and tourism website to be known for, support your SEO goals with rich content on a company blog. Use your keyword research to develop and execute an ongoing series of blog articles - with written word, images, video, and audio content - that feature those top-level keywords travelers use to find information about their next travel purchase. 

Getting content for your travel & tourism blog is easier than you might think when you view every marketing deliverable as potential content. Are you sending a promotional email to your contact database? Turn the email into a blog post. Have you created some print collateral recently? Pick content from those pieces to create several blog articles (and some even snappier social media posts). Everything and anything can be talked about from the right angle. 

Testimonial & Reviews

Word of mouth remains one of the most effective marketing tactics. In addition to friends and family sharing recommendations, we now have sites like Yelp, Google Reviews, TripAdvisor, and Travel + Leisure where travelers can share detailed experiences and recommendations for travel. Even short-term rental sites like Airbnb and VRBO act as de facto review sites because of the public reviews guests leave for each property. 

Be proactive about being visible on review sites. Ask your customers or guests to leave an online review about your business. Their testimonials will carry more weight than most, if not all, of your marketing. Place outstanding reviews in a prominent place on your website and within social media posts. Thank the people who offer a positive review and respond to any negative reviews with gratitude for their feedback and promise to do better going forward.

Video Creation

As tools like smartphones and video editing apps become more accessible, the popularity of video as a marketing tool is skyrocketing. Why use a still photo or words to describe your destination when you can show a viewer exactly what your destination looks and sounds like? As of last year, 86% of businesses used video as one of their marketing tools. Furthermore, among marketers promoting their business with video, 93% say it’s an important part of their strategy. 

If you’re not using video, what are you waiting for? Nowadays, brand loyalists and casual customers alike don’t always expect a company’s videos to be polished and slick. People value authenticity in marketing. They don’t necessarily care that a video was filmed on a smartphone as long as they perceive the story the video tells to be genuine. 

Some ideas for video marketing content:

  • A tour of your property, cruise ship, leading travel destinations, etc.
  • A walk-through of your services
  • Interviews with internal advocates and customers

Remember to provide your viewers with a website domain and phone number at the end of your videos so they can reach out and engage with your brand. 

Social Media

Social media has become a ubiquitous part of travel planning because it’s so visual by nature - who can resist showing off photos of their latest dream vacation or swanky business trip? As part of your robust content marketing strategy, you’ll need to cultivate a social media presence on the platforms of your target audience’s choice. Items to consider:

  • Where is your customer base gathering? Don’t bother spending time posting to LinkedIn if people are not talking about services or products related to your business there. You’ll probably want to focus on social media channels that are more visual, such as Instagram, Snapchat, Facebook, and TikTok. 
  • What do your customers want to know more about? Post content that responds to their travel information needs that you identified during your stakeholder research. 
  • How often do your customers want to hear from you? You don’t have to post multiple times a day or even every day to have a successful, engaging tourism social media strategy. You simply need to post shareable and digestible content consistently.
  • What are your staff’s social content capabilities? Some platforms require specific types of content: videos for YouTube or TikTok, photos for Instagram. If you want to stand out on these platforms, not only will you need to know how to create videos or take compelling photos, but you’ll want to know the nuances of social media culture. TikTok has a very different vibe than Facebook, for example. Make sure someone on your staff understands how to culturally navigate platforms before you overextend your business or inadvertently commit a social media faux pas.

While we may sound like a broken record here, having consistent messaging is vital in content marketing. You want your brand presence to reflect that so your customers have a good experience engaging with your business. Make it a point to always ensure your brand description, website domain, name, address, and telephone numbers point back to the related location your customers are intending to visit. 

3. Email Marketing

Email is one of the most cost-effective and efficient ways to reach your potential customer base. Even with an estimated 306.4 billion emails sent per day , people still prefer receiving news and other messages via email. 58% of people check their email before reading news or social media, and 60% want to receive promotional information via email rather than through other channels. 

Email is a great way to market your travel and tourism business because it allows you to send personalized messages. You can segment your customer list to send more relevant promotions and information to customer subgroups while allowing customers to segment themselves by signing up for certain types of emails they’re interested in. You can let customers control how frequently they hear from you by using automated email campaigns that run at designated frequencies. 

To be really effective at email marketing, you’ll want to first build an email list. You should start with existing customers. Collect new contacts everywhere you have a potential customer touchpoint: 

  • Web-based subscription forms
  • Gated online content and coupons
  • Trade shows or expos
  • Webinar registrations

What kinds of emails should you send? That depends on the exact nature of your travel business. In general, you’ll want to set up the following types of emails, many of which you can create in advance and tell your email marketing platform to automatically send when your CRM tells your email platform that a recipient has reached a certain milestone or completed a certain conversion:

  • Welcome emails : when someone signs up to receive your emails.
  • Follow-up emails : sent a few days to one week after someone signs up. These offer extended information about a topic or more detailed information about your offerings.
  • Milestone emails : to recognize (sometimes with a discount) when someone has a birthday or reaches an anniversary of supporting your business. 
  • Newsletters : to keep subscribers apprised of what’s new with your business, how to maximize their travel, and how to discover offerings they haven’t yet considered.
  • Informational emails: including product explanations, trip updates, and responses to current events that affect your operations. 
  • Confirmation emails : sent when someone makes a purchase or completes a conversion.
  • Abandoned cart emails: sent when someone adds a trip to the online cart but then leaves your website without purchasing it. These emails should remind the recipient of the benefits of the service(s) they intended to purchase and offer customer service or tech support if needed.
  • Thank you emails : sent when someone makes a purchase or converts.

There’s a lot to email marketing. Make sure that your email templates always point back to a relevant landing page to your website or customer support contact. For example, if you’re sending an informational email regarding new 2022 trips to Asia, be sure to include a CTA that links to a landing page where those newly-added itineraries live.

4. Advertising

Paid search ads.

When people are searching for specific information, one of the first places they go is an online search engine. Make sure your brand is included in their search results by bidding on paid search ad spaces. Paid search ads appear next to organic search results. They look similar to organic search links but are sold in instantaneous mini-auctions among companies vying for potential customers searching for related information. You only pay for the ad if someone clicks on it.

Your business can appear within search results about your niche of the travel and tourism industry when you run ad campaigns on search engine platforms like Google , Yahoo ! or Bing . With the free training those platforms provide, it’s easy to set up an ad campaign that targets people searching for a set of keywords you determine. You can also target client lookalike audiences based on their past searches and general demographics. Be sure to establish a reasonable budget for paid search campaigns and spend some time refining a tightly-focused keyword list that describes the core of your travel/tourism business. With millions of people using search engines each day, you could easily blow through hundreds or thousands of dollars every day in paid search ad clicks. At the same time, you want to bid competitively so your ads actually appear high up in search results and have the chance for potential customers to see them.

Programmatic Ads

Programmatic advertising is the use of technology and automation in the buying and selling of online media. Programmatic ad platforms track your site’s visitors as they surf the web, serving them ads in established display ad spaces relevant to what they’ve already viewed. These retargeted ads encourage the user to revisit past site pages and take action. 

So say you had visitors who viewed your website’s destination page but didn’t convert. Instead of relying on them to come back to that page, programmatic or retargeted ads pull through on their most visited third-party sites and social media platforms. This is a cost-effective way to advertise online and remind customers of your brand and the services you can provide. 

Metasearch Engines

These are price comparison websites that compare rates for major travel-related expenses like flights, hotels, rental cars, or cruises across several companies or brands. Several metasearch engines in the travel and tourism industry include Destinia, TripAdvisor, Trivago, Skyscanner, and Kayak. Travelers enjoy using metasearch engines because these sites save research time and money on their reservations. Consider purchasing display ads or digital retargeting ads on these sites to reinforce your brand when people search for related services or move on to other websites during their research. 

Direct Mail

Once the bane of homes everywhere, direct mail is enjoying a resurgence in popularity. Consumers are more accepting of direct mailers for products and services, with open rates landing at 90% and 39% of consumers purchasing from a new business that sent a direct mailer. 

When creating a direct mailer, consider the shareability aspect. RetailWire has found that households collaboratively discuss 88% of key purchases, including travel. And it’s proven to be effective at generating sales: a study by Go Inspire Group found that people who received a direct mail piece spent five times as much on the advertised product as another group who only received emails about the same product. Even better, a third group who received emails and direct mail spent more than six times as much as the email-only group.

If you want to make direct mail a part of your marketing strategy, the U.S. Small Business Administration recommends these steps :

  • Start with existing customers: Your customers remain loyal because they know the services you provide them. Two-thirds of people discard mail from companies they haven’t heard of. Don’t waste money on people who don’t care about you (yet).
  • Target your direct mail: Beyond your customers, send promotional direct mail pieces to people potentially interested in your product. The USPS offers resident demographics through their Every Door Direct Mail program . You could also rent targeted mailing lists through a variety of list companies.
  • Use thoughtful design: Mail pieces with interesting visuals, minimal, readable text, and a clear call-to-action perform the best.
  • Extend a worthy offer: Speaking of calls-to-action, tell the recipient what you want them to do and make them a deal so sweet they can’t resist taking advantage of it. You’re already investing a fair amount of money in a direct mail campaign. If you want it to result in conversions, your offer must be great.

5. Public Relations

Public relations (PR) is the strategic communication process that builds mutually beneficial relationships between organizations and their publics. It is about influencing, engaging, and building relationships with your key audiences across multiple platforms such as paid media (including advertising), earned media (media appearances), and owned media (like your website or social media pages). While PR has a reputation (and history) of being a bunch of spin, modern public relations is much more about telling your organization’s story in an honest way that responds to audience concerns so that your organization can succeed.

With that in mind, what stories about your travel or tourism company could you tell to respond to travelers’ concerns? What benefits of engaging with your company could you explain, and through which channels, to reach potential customers and get on their short list of travel-related companies to patronize?

To run a successful PR program, Aventur Marketing advises following a few key points:

Know Your Audience

Who are they? What are their demographics? What are their lifestyles like? What do they want from a travel or tourism company? Furthermore, where are they “hanging out” when it comes to the media? Do they watch television, or prefer to read newspapers and magazines? Do they frequent certain travel blogs? Do they congregate on Facebook, Twitter, or both? Meet your audiences where they are with your message.

Build Relationships With Key Travel Media Professionals

It’s not enough to distribute a press release about your new property or renovations and hope every publication you emailed will print it. Publishers receive hundreds of releases and media advisories weekly. They won’t pay attention to your press release unless it appeals directly to their readers, and they trust you to provide high-quality content.

Build relationships with travel writers and bloggers from a targeted list of travel and tourism publications you assemble that you know your audience consumes. Know what these writers enjoy writing about, and provide them with related, substantive content even if it doesn’t directly promote your business. They’ll come to trust you as a reliable source of information that makes their job easier. Then, when you do have an item to promote about your tourism company, they’ll be much more receptive to working with you to reach their audience.

Customize Your Pitches to Different Niches

You can’t pitch the same topic to every publication and expect them all to publish it. Customize your story pitch to the publication and medium. For example, your convention and visitors bureau’s (CVB) news about a new facility opening might easily win placement in your local newspaper because of the local business aspect. But to win placement in an out-of-state publication, you’ll have to explain why out-of-state visitors should stop at your shiny new facility.

Maybe it’s the free concierge services you offer for local attractions? Or maybe it’s the ticket discounts you can only get by visiting your new location? In addition, a travel-oriented Instagram account is going to want photos to accompany your written information. A travel sage YouTuber is going to want video B-roll, or the opportunity to visit and have your staff guide them around as they film for their YouTube channel. Customize the format in which you offer information to dramatically increase the chances different media will pick it up. 

Get to Know the Local DMOs & CVBs

Speaking of CVBs, make friends with these staff right away! Destination marketing organizations (DMOs) and CVBs are groups whose job is to promote a local area to tourists, business visitors, and people thinking of relocating there. They know all the best information and movers/shakers related to travel and tourism in the area. If they come to know your business as an interesting, can’t-miss part of the local experience, they could provide very valuable paid or earned marketing for you that is backed by their authority in the local travel arena. They could also help boost your business by sending journalists assigned to cover your area to talk with you about your business. These connections can result in greater web visibility through increased SEO and exposure.

Again, travel publications receive hundreds, if not thousands, of pitches weekly. You have a few seconds to grab their attention with your email or phone call, so get to the point of your news quickly. One or two paragraphs is usually the maximum needed before a journalist or writer will decide to reach out to you for more information.

If you’re unsure about how to craft a winning PR pitch or how to start building relationships with journalists, check out Destination British Columbia’s excellent guide to travel media relations strategies and tactics.

Preparing for the New Travel Market

COVID-19 changed everything about the way travel and tourism brands need to market themselves to remain competitive as economies open back up.  It's more important now than ever for CMOs of travel and tourism brands to reevaluate their marketing strategies to accommodate growing customer expectations. And a “wait and see” approach won’t help you make up for lost dollars as people begin to travel again. 

We hope that this guide will help you to evaluate your current strategy and make the necessary changes that will help your organization thrive now and in the future. 

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marketing strategy of travel and tourism

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The magazine of Glion Institute of Higher Education

  • Master tourism marketing: strategies for a thriving business

Master tourism marketing: strategies for a thriving business

In an age where the tourism industry is constantly evolving, staying ahead of the competition and effectively marketing your tourism business has never been more crucial. Whether you’re a seasoned professional or just starting out in the field, this comprehensive guide is your passport to success. We’ll look at innovative marketing strategies tailored specifically for the tourism and hospitality industry , equipping you with the knowledge and tools to thrive in this dynamic and competitive field.

Introduction to tourism marketing strategies

Tourism marketing is aimed at potential customers from all over the world. To stand out in a crowded market, innovative strategies are crucial. Here’s what comprises effective tourism marketing:

  • Understanding your audience : Tailor your approach to a range of demographics, connecting with them personally based on their preferences and interests.
  • Developing a unique brand identity: Create a distinctive visual and narrative identity that encapsulates your organization’s values and essence.
  • Creating engaging content: Go beyond static images, embracing blog posts, real-time social media updates, and vlogs to captivate prospects and entice them to visit.

Learn marketing with the best

Study with professionals at the top of their game who can share their expertise and provide the ideal start for a career that makes an impact in tourism.

marketing strategy of travel and tourism

Understanding your target audience

Effective tourism marketing begins with a deep understanding of your target audience. To attract and engage potential visitors, it’s vital to recognize their preferences and interests. Some are attracted to cultural heritage, while others seek vibrant nightlife or culinary experiences.

To understand a range of demographics, conduct thorough consumer research to identify patterns among prospective travelers, using data from customer surveys, travel agents, and online feedback. Build detailed personas to profile typical tourists who visit or may use your travel business. These personas become the foundation for shaping campaigns.

Key considerations:

  • Focus on what tourists find attractive, not what you think they find attractive
  • Rely on market research and verifiable data sources for insights
  • Knowing customers’ wants and needs is vital for effectively tailored campaigns
  • Stay adaptable to evolving visitor behavior and trends for sustainable growth

Understanding your audience and staying attuned to changing preferences are central to destination marketing, ensuring your efforts generate maximum impact.

Developing a unique brand identity

Tourism Body

Oscar Wong/Moment Getty Images

Developing a distinctive brand identity is vital. As you deepen your understanding of what marketing is in tourism, you will realize how important it is for your destination or attraction to have its own niche.

Uniqueness: make your destination stand out

Think about the irresistible attractions your destination offers. Perhaps it’s culturally rich heritage steeped in history or maybe it’s rainforest and its wildlife. When you’re embarking on promoting travel to your location, make sure these distinguishing features are highlighted by using them as hooks in your tourism marketing strategies. The idea is to conjure up an image so potent that travelers instantly recognize it.

Relevance: aligning factors that attract tourists

One area where many falter is not aligning their offerings with market demands. Even if you can offer Northern Lights viewing spots in Norway, this won’t resonate with tourists if it doesn’t address their specific needs and interests. This is where consumer research in tourism comes in handy.

Consistency: keeping the promise

Once you’ve developed your unique brand identity and aligned it with what attracts tourists, make sure all marketing touchpoints — digital or offline — feature consistent messaging. Of course, varying content types necessitate a tweak in style, but the core substance should remain stable across all platforms.

Leveraging local listings

Local listings, like Google My Business and Tripadvisor, are vital for tourism marketing. They provide essential information and reviews to travelers. To maximize their potential:

  • Claim your business listing on popular platforms
  • Ensure consistent data across all platforms
  • Encourage customer reviews and respond promptly
  • Continuously analyze visitor feedback for optimization

Utilizing these platforms builds legitimacy and trust, as online reviews can play a significant role in travelers’ decision-making.

Creating compelling content

Engaging content is a powerful strategy in tourism marketing. It resonates with emotions, tells captivating stories, and showcases your destination creatively. Here are three ways engaging content can enhance your strategies:

  • Storytelling: Share local legends and anecdotes to add depth to your destination’s persona, appealing to tourists’ emotions and curiosity.
  • Visual content: Use high-quality images and enticing descriptions to showcase your destination’s attractions, and stimulate the interest of potential tourists.
  • Interactive content: Offer virtual tours or quizzes to engage audiences at an experiential level, increasing their curiosity and perception of your destination.

Authenticity is essential in content creation, as it builds credibility in tourism marketing.

Engaging with social media platforms

In today’s digital world, social media is essential in tourism marketing. Different platforms cater to various demographics and interests, so you need to carefully tailor your social media posts to your target markets on each channel. Here are some key points to consider:

  • Tailored content: Create content suitable for each platform, such as stunning images on Instagram and engaging travel stories on X (Twitter).
  • Two-way interaction: Respond promptly to reviews and comments on social media, building loyalty among customers. You can also encourage user-generated content about your business, nearby tourist attractions, or about the customer service they experienced.
  • Influencer collaboration: Partner with social media influencers to promote your destination to their followers.
  • Hashtag movements and contests : Participate in trending hashtag movements and initiate contests or games related to destinations to boost visibility and generate positive publicity.

By understanding the unique features and demographics of each social media platform, you can meet travelers where they spend time and enhance your tourism marketing strategies.

Paid social media advertising

Paid social media advertisements are also important for any modern tourism company. They can be targeted to deliver messages to specific demographics. To make the most of social media advertising, here are a few key considerations:

  • Identify your key demographics – know who you want to reach.
  • Set clear objectives – understand what return on investment looks like.
  • Develop engaging ad creatives – images or videos that represent what is being marketed.
  • Monitor results frequently – adjust where necessary.

Sending email newsletters

Among the various tourism marketing strategies, email has emerged as an enduring tactic. Don’t underestimate the efficacy of a well-crafted email newsletter, as it stands at the intersection of providing information and subtle promotion.

Here’s a peek into how you can engage prospective travelers through strategic email newsletters.

  • Schedule regularly : Choose a frequency – weekly, bi-weekly, or monthly – that aligns with your offerings and can be consistent. This gives subscribers something to look forward to while keeping your brand on their minds.
  • Personalize communications : To make each subscriber feel acknowledged, use advanced CRM tools for personalization and tailored offerings based on previous interactions or noted preferences.
  • Showcase compelling stories : Emotionally charged narratives about real guest experiences can stir interest and spark the imagination.
  • Promote upcoming attractions : Give dormant clients reasons to reactivate by featuring must-see events or unbeatable seasonal deals.
  • Incorporate reviews and testimonials : Customer reviews paint a convincing picture of what awaits future tourists. Their first-hand accounts — featuring praise or constructive feedback — can often build trust more effectively than promotional text.

Displaying online banners

An effective strategy in mastering tourism marketing involves harnessing the power of online banners. Banner advertising, a form of digital outreach, helps create awareness about your destination and may catch a potential tourist’s eye.

Here’s how best to take advantage of this potent bit of marketing strategy in tourism:

  • Design with purpose : Creating compelling banner designs requires an understanding of what attracts tourists. Your banners must effectively communicate the unique appeal of the location you’re promoting. Does it offer historical and cultural significance? Is its natural scenery superb, or does it provide high-end luxury experiences?
  • Location, location, location : Destination tourism is all about presenting prospective visitors with an irresistible locale they’d love to explore. Online banners should be strategically displayed on websites that your target audience visits, such as travel blogs or holiday booking sites.
  • Clear call-to-action (CTA) : The most successful online banners have a clear CTA that prompts visitors to learn more or make bookings. This simple yet assertive instruction can enhance user engagement and increase bookings substantially.
  • Mobile-friendly designs : Given our world has become increasingly mobile-centric, ensuring your online banners are optimized for mobile viewing is non-negotiable. This will also help make sure your mobile websites or advertisements are seen in search engines.

Offline promotional activities

Online marketing is powerful, but don’t overlook offline strategies. Traditional tourism marketing methods remain effective for personal connections with your audience.

Explore event sponsorships and collaborations at local events to showcase your brand. Print materials like brochures and flyers provide valuable tourism information and visibility in target areas. Roadshows educate potential customers in various locations, stirring interest. Utilize television and radio ads for wide-reaching awareness.

Tailor these techniques to your unique business needs while maintaining consistency across online and offline platforms.

Contextual advertising and SEO

Contextual advertising leverages relevance to attract tourists effectively. By placing your ads within content that aligns with travelers’ interests, you capture their attention when their tourism curiosity is at its peak. This targeted approach can lead you to your ideal customer base.

Search engine optimization (SEO) helps people find you in a sea of competitors when they go searching for what you offer online. Honing your site’s SEO capabilities can increase the likelihood of appearing in search results, so potential tourists can move toward becoming actual visitors.

Using promotional videos

In the quest to implement effective tourism marketing strategies, don’t overlook promotional videos. This type of content can effectively portray what attracts tourists to a particular location, destination, or service.

The power of promoting travel through video

Visual storytelling is compelling and engaging by nature. It can transport viewers directly into your destination’s most appealing spots. When considering marketing attractions or marketing a destination, creating videos that convey what is unique about your tourist spot can significantly boost your campaign.

How videos enhance tourism marketing strategies

  • Showcase scenic views: Highlight the incredible views from the highest peak or show underwater adventures featuring vibrant marine life. Let viewers feel as if they’re already on an extraordinary journey.
  • Provide local insight: Film a local tour guide telling stories about a historic castle or local attraction that you won’t find easily in travel pamphlets.
  • Highlight experiences: Use this chance to display exhilarating possibilities like zip lining over lush forests, relaxing at a secluded beach, or sampling delicacies at markets

Try and ensure the video depictions will match expectations when tourists arrive.

Make your mark in luxury marketing for tourism

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marketing strategy of travel and tourism

Key considerations

Successful application of promotional videos as part of tourism marketing strategies hinges on factors such as:

  • Solid marketing plans
  • Quality production
  • Meaningful narratives that highlight customer experience
  • Resonating with your ideal customers
  • Optimization for viewing on different devices
  • Keeping up to date with tourism marketing trends

Mastering tourism marketing strategies is instrumental in developing a tourism marketing plan. They are also instrumental for sustaining the growth of a destination tourism business and ensuring success in a tourism or hospitality career .

Social media platforms offer many opportunities for promoting travel adventures and facets of the tourism business, from sharing compelling imagery to sharing delightful experiences, or even connecting personally with potential patrons. Get started on the journey to becoming a tourism marketing professional with a hospitality degree from Glion. Or read more about the tourism and hospitality industry in the new normal .

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Your Marketing Mix: the 7 Ps of Travel and Tourism Marketing

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As a busy tour operator, developing a marketing strategy for your tour or activity business can feel like a daunting task. You already have your hands full ensuring your business is running smoothly, you can’t afford to waste time or money on the wrong things. Fortunately, you don’t have to go in without a plan. A good way to build out your knowledge of the fundamentals of marketing is to understand the marketing mix and how to use the 7 Ps of marketing in the travel and tourism industry.

marketing strategy of travel and tourism

A marketing mix is the set of actions that a business uses to promote its brand in the market and influence customers to purchase their product. An effective marketing mix focuses its efforts in multiple areas to build a robust marketing plan. These areas were initially known as the 4 Ps of marketing (product, price, place, and promotion) and were first proposed by marketing professor Jerome McCarthy in 1960. Since then, marketing tactics have evolved and in an attempt to better address businesses in the service industry, the 4 Ps were expanded to 7 and now include people, process, and physical evidence.

Why Do They Matter?

Today, we’ll be exploring all 7 Ps of the marketing mix and how they can help you build an effective marketing strategy for your tour or activity business. While each element of the marketing mix is important on its own, collectively they provide a framework for creating a plan that is unique to your business and your target audience. Following the 7 Ps will help you better understand your brand so that you can develop a marketing strategy that works for you on all fronts. 

The 7 Ps of Travel and Tourism Marketing

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The first P of the marketing mix is product. That is, what is it that you’re selling to your customers? In most industries, the product is something that is tangible. The customer can walk into a store, purchase a product off the shelf, and take it home with them. However, in the tourism industry, the product provided is often an intangible service in the form of a tour, an experience, or even the destination itself. 

Tangible or intangible, to give your product the best chance of success, it’s important to ensure that there is a demand for what you’re selling. Make sure you have a thorough understanding of the service you’re offering, the needs you’re fulfilling for your customers, and why they aren’t able to get it anywhere else. What makes your tour or activity unique and better than that of your competitors?

Answering these questions will help you discover your unique selling proposition (USP) and determine your positioning in the market. Above all, ensure that the tour or activity you’re providing is the best that it can be.

Pricing

Next up is the price of your tour. What are your customers willing to pay for what you’re offering? Determining how to price your tour or activity package requires the careful consideration of factors such as competitor pricing, the budget of your target audience, and your own overhead and operational costs. Ultimately, you want to price your tour or activity competitively so that it is both attractive to your customers and profitable for your business.

Online Booking

The third P of the travel and tourism marketing mix is place, or the distribution method of your product. This is where and how you make your tour or activity available to your customers for purchase. As mentioned earlier, because the service you’re providing is intangible, the places where your customers can book your tour will primarily be online, whether it be through your booking website, social media platforms, or online travel agencies (OTAs) like Expedia and Booking.com.

Your online booking website is one of the most important places your tours and activities can be found, so make sure it’s doing everything you need by booking a demo with Rezgo .

Physical locations like your tour or activity office as well as neighboring businesses that you’ve partnered with are also places where your customers might access your product.

The last of the original 4 Ps of marketing is promotion, or how your customers learn about your tour or activity. Tour promotion encompasses all the tactics that businesses typically use when they think about marketing. This includes both physical and digital advertisements, social media posts , press releases, events, special deals or limited-time offers, customer reviews, and partnerships with hotels or other local businesses at your destination. The possibilities are endless when it comes to tour promotion and are really only limited by your own creativity. 

People

The people who represent your business and the customer service they provide are especially important when it comes to the success of a tour or activity company. Unlike businesses where physical products can sometimes speak for themselves, the overall experience a customer receives on a tour is greatly influenced by the people they interact and engage with. This includes tour guides, customer service representatives, and even booking agents. To ensure a positive experience for your customers, it’s important that anyone who interacts with your customers on your business’ behalf (even indirectly) is highly professional and knowledgeable about your products and services.

the sixth of the 7 Ps of tourism marketing is the process. The process that a customer goes through from the moment they book your activity to when they finally complete the tour should be as pleasant, convenient, and seamless as possible. Customers should be able to access any information they need with ease including their itinerary, booking info, waivers, etc.

Just as important is how your business decides to deliver this information to your customers. Plan and design your process so that it is easily replicated for efficiency, reliability, and consistency. A good booking system can automate a lot of your process to make sure the customer experience is smooth and efficient from start to finish.

Physical Evidence

Lastly, we have physical evidence. Once again, because the experiences and services provided by a tour or activity company are usually intangible, it can be difficult for interested customers to try them out before committing to a purchase or booking.

There are, however, still ways for tour operators to use physical cues to help convert potential customers. Some of these include website design, physical tour office layout, employee uniforms, brochures, marketing material, and souvenirs or free swag. It’s also worth highlighting any tangible elements of your tour that customers can look forward to in your promotional material or tour descriptions . 

Measuring the Success of Your Travel and Tourism Marketing Mix

marketing strategy of travel and tourism

Using the 7 Ps of marketing to build out a strategy for your tour company is great, but how do you know if it’s working? Measuring the success of your tourism marketing mix can be accomplished in a few ways. The first is to calculate your return on investment (ROI) to determine whether the money you’ve spent on your marketing initiatives are actually bringing in enough sales for a profit.

Another way to check on the performance of your marketing strategy is by using analytics on engagement data. How many people actually saw or clicked on that ad, post, or email? How many of those clicks converted into a sale? 

marketing strategy of travel and tourism

Rezgo offers a powerful reporting system that allows tour operators to track the performance of their marketing campaigns and analyze the impact of each referrer or promo code. By studying this data you can adjust your marketing strategy so that you’re focusing your effort and allocating your money in the most effective places.

There’s a lot to consider when developing a marketing strategy for your tour or activity business, but now that we’ve broken down the 7 Ps of a tourism marketing mix, you know exactly which areas you should be focusing on.

Work on planning and building out each marketing element separately, but remember that they need to complement each other and work together harmoniously for the biggest impact. Adjusting your strategy in one area should affect the way you approach another. 

Rezgo helps tour and activity providers thrive by giving them the tools and guidance they need to work efficiently and expand their business.You’re passionate about providing amazing experiences. We’re passionate about building  flexible tools  to make your job easier and get you more bookings. Let’s work together to make your business thrive. Start using Rezgo today by signing up for free !

We can’t wait to see you launch your next marketing campaign. Good luck!

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Written By | Edward Nieh

Edward Nieh is a freelance writer and copy editor working across multiple mediums for clients from various industries. He has a degree in creative writing with a focus on screenwriting for feature films.

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Destination Marketing Strategies that Attract Attention

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Marketing is integral to any business strategy, but targeted advertising is essential in hospitality and tourism. Although repeat guests and loyal customers provide critical revenue streams for local economies, locations must continually expand their audience reach to remain competitive and capture the attention of new visitors. The right destination marketing strategies can generate more interest in travel to your region, driving valuable tourism dollars into the local economy and the businesses in it.

Discover the value of location-based marketing and how every town, regardless of landscape or population size, can profit from strategically promoting its destination. Whether you’re by the beach, in the city, or just off the highway in a small town, we’ll show you how locations everywhere can use destination marketing strategies to boost business.  

Destination marketing strategies that drive tourism dollars

What is a destination marketing strategy.

Destination marketing is a form of advertising designed to attract customers to a particular place. Instead of focusing on a distinct product or service, it centers around the unique atmosphere and experiences a specific location provides visitors.

From vacation hot spots to remote getaway locations, destination marketing strategies captivate consumers and promote travel to desirable places.

Who benefits from destination marketing?

Many businesses benefit from the revenue and tourist traffic destination marketing generates. Various hospitality and service-based companies use location-based advertising to attract the attention of potential travelers, including:

  • Destination management organizations and convention and visitors bureaus
  • Travel agencies
  • Transportation services (e.g., airlines, car companies, bus tours)
  • Entertainment and event venues (e.g., concert halls, wedding venues)
  • Attractions (e.g., amusement parks, museums, recreational facilities)
  • Service-based businesses (e.g., restaurants and retailers)
  • Lodging partners (e.g., hotels, resorts, convention centers)
  • Local and state governments (e.g., parks or historical sites)

Why do destination marketing strategies matter?

Destination marketing showcases what sets your destination apart from other enticing locations. It creates an immersive experience for consumers that enables them to imagine what it’s like to actually be in a particular place—to see the sights and smell the scents.

From corporate flyers and digital nomads to vacationers and off-the-grid adventure seekers, travelers turn to destination marketing to get an idea of what to expect from a particular location. Your marketing strategy helps lay the foundation of consumer expectations. For example, if your destination marketing focuses on luxurious tropical getaways, that’s what guests will expect.

The true power of destination tourism lies in its ability to impact every part of a local economy, attracting businesses, tourists, and other travelers to the region. By implementing various destination marketing strategies for distinct target audiences, you can measure which types of hotel guests or recreational groups are attracted to your market. The more you know about your ideal consumers, the better equipped you will be to advertise activities, amenities, and attractions that appeal to them.

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How is destination marketing different from other regional marketing?

Destination marketing organizations (DMOs) are responsible for promoting their destination to tourists, travel planners, corporations, and other consumers that drive valuable revenue to the local economy. DMOs and similar organizations, like Convention and Visitors Bureaus (CVBs), employ various marketing strategies to attract visitors. They may turn to social media to advertise the opening of a new park or engage in data-driven email marketing to get the word out about upcoming events. However, destination marketing is a specific advertising strategy that builds consumers’ desire to visit your location by advertising the attractions that set it apart.

Destination marketing lets consumers know what they can expect from a visit to your region. It captures the atmosphere, energy, and essence of your locale. Does your destination offer plentiful recreational opportunities or headlining entertainment? Is your destination a peaceful, remote location offering travelers an escape or a trendy tech hub in the middle of a bustling city?

Unlike other regional marketing campaigns , destination-focused advertising promotes the overall appeal of a location instead of a particular business or attraction. It pinpoints what makes your destination unique and why others should experience it.

Destinations that nailed their marketing campaigns

To better understand what destination marketing looks like in action, let’s review some of the most powerful location-based tourism campaigns from the last decade. These four destinations understood the power of destination marketing and used it to launch wildly successful campaigns.

1. Inspired by Iceland

In 2010, a volcanic eruption led to a downturn in Iceland’s tourism, with many travelers holding misconceptions about its safety. To reinstate the country’s place as a renowned tourist destination, the Icelandic government partnered with the City of Reykjavik, Promote Iceland, and other tourism companies to launch “Inspired by Iceland” in 2020.

In addition to strengthening Iceland’s image in the global tourism market, the Inspired by Iceland tourism initiative was part of a long-term destination marketing strategy designed to increase the production of Icelandic exports through government and industry cooperation. Many Icelandic industries have benefited from the campaign , including the creative, green energy, and seafood sectors.

2. Travel Oregon

Oregon, one of America's most scenic and awe-inspiring locations, is split into seven separate tourism regions . Each locale has a Regional Destination Tourism Management Organization (RMDO) that acts as the tourism liaison for that region. Working together, the RMDOs launched Travel Oregon to drive leisure and business travel to their area.

The Travel Oregon campaign put the state on the map as a premier travel destination. It appealed to customers by combining multiple marketing strategies, including captivating videos, sponsored posts, social media content, banner ads, and print ads. The engaging approach had something for everyone, with its fish-shaped robot tour guide and satirical content quickly garnering travelers’ attention. Travel Oregon maintains a formidable reputation for its memorable, humorous messaging.

3. Doors of Thrones

If you’re familiar with Game of Thrones, you might know that many scenes from the HBO hit show were filmed in Northern Ireland. In 2014, Northern Ireland’s destination marketing organization, Tourism Ireland , took advantage of the show's popularity and formed the first Thrones-based marketing partnership with HBO to launch Doors of Thrones.

The Doors of Thrones campaign centered around ten intricately carved doors. The wood for each door came from the Dark Hedges and was sculpted to represent a different episode from the show’s sixth season. They were placed at various locations (primarily pubs) nationwide and promoted on social media. Travelers flocked from around the world to see the intricately carved pieces and explore famous sites from the show.

Tourism Ireland used the show's incredible popularity to attract travelers and superfans. ITV News, MTV, Cosmopolitan, and other major media outlets raved about the creative pub crawl, further expanding the campaign’s already broad reach. Ultimately, the massively successful campaign reached 126 million people . It also drove tourism, traffic, and revenue to Northern Ireland and its businesses, generating £17 million ($22 million) in 2016 . Overall, the destination marketing strategy resulted in a record year-over-year tourism increase of 8%.

4. Explore Georgia

Explore Georgia was a fun and easily accessible destination marketing campaign launched in 2016 . The Instagram-based photo competition excited a variety of traveler types spanning all walks of life. Participants were encouraged to post photos of Fido, the #ExporeGeorgiaPup , adventuring through the state.

From domestic tourists to overseas travelers, Fido’s family-friendly appeal helped grow Georgia's presence in online tourism spaces by promoting the state as a pet-friendly travel destination. The inexpensive social campaign reached 1.1 million Facebook impressions and drove 14,000 Instagram users to the website of Parker Whidby, Explore Georgia’s destination marketing manager.  

Industry-leading destination marketing strategies

You know how destination management organizations promote their destination, but how do individual businesses do it? From video advertising to social media marketing, there are so many content options to choose from. Here are four innovative and industry-leading destination marketing strategies from hospitality brands.

Check out 2023's top destinations

1. Feel the Beat of the City | Four Seasons Hotels

In 2022, the Four Seasons Hotel New Orleans launched an engaging new campaign: Feel the Beat of the City. The marketing campaign consisted of advertisements celebrating New Orleans’ one-of-a-kind atmosphere. In vibrant video advertisements featuring big brass bands , The Four Seasons Hotel New Orleans appealed to consumers by capturing the spirit of The Big Easy.

The campaign invited consumers to experience the city’s culture, cuisine, and music in an exciting new way—and it worked. Due to the campaign's success, Four Seasons expanded the Feel the Beat campaign to promote multiple destinations worldwide , including Austin (TX) and Dubai.

2. 30 Stays, 300 Days | Marriott Bonvoy

30 Stays, 300 Stays was a spectacularly successful social media campaign from Marriott Hotels. The TikTok branded hashtag challenge promoted the Marriott brand all over social media while attracting travelers’ attention to ten of the chain’s most stunning hotels . Participants were instructed to create an engaging video explaining why they should be chosen to become one of three official 2022 TikTok Correspondents for Marriott.

To win, contestants had to follow Marriott Bonvoy’s TikTok account and post their video with the branded hashtag #30stays300days. Thanks to the viral challenge, the brand’s account exploded— growing from 6K followers to more than 70K. In addition to driving traffic to their TikTok account, the marketing campaign introduced a whole new audience to Marriott, particularly the magnificent destination stays included in the prize package.

3. Live Hologram Bar | KLM Royal Dutch Airlines

In 2019, KLM Royal Dutch Airlines shook up destination marketing when they invited travelers to meet, chat, and exchange local tips at the Hologram Bar while waiting for their flights. Pop-up hologram bars were installed at airports in the Netherlands, Norway, and Brazil. The immersive video destination marketing campaign connected tourists and travel enthusiasts in real-time, enabling patrons to project themselves into their destination airport. KLM’s one-of-a-kind, engaging, and informational experience provided consumers with an exciting new way to explore global destinations.

4. Where do you want to go? | Melia Hotels

Melia Hotels spearheaded the industry’s approach to digital display marketing. Featuring a wide range of interactive elements and unique designs, their engaging display ads drove online traffic to specific landing pages through powerful messaging, interactive buttons, and personalized content. By asking travelers, “Where do you want to go,” Melia Hotels International launched its sprawling brand with online destination marketing.

Destination marketing strategies and best practices

Drive travel and tourism to your destination by showing consumers what makes it better than the alternative. Increase awareness about your region and strengthen its reputation with these marketing strategies:

1. Define your destination’s unique selling point (USP). Determine what sets your location apart from everywhere else in the world. What can visitors experience there and only there? What attractions, resources, or hidden gems should tourists know about? Identify what makes your location wholly unique and make it the focus of destination marketing campaigns. Maximize your destination’s USP by partnering with tourism-based businesses in the area to gain more feedback.

2. Know your target audience. Think about what travelers want from a visit to your area, and create destination-focused campaigns highlighting how you’ll give it to them. Campaigns showcasing high-tech coworking spaces, authentic international restaurants, and the town’s nightlife could help attract business travelers, remote workers, or young tourists looking for an exciting weekend away.

3. Use geotargeting. Geotargeting is a powerful form of digital marketing that utilizes location data to target consumers with relevant marketing materials. This location-based advertising strategy uses consumer data points (e.g., IP addresses or GPS coordinates) to identify their location, making it easier for DMOs to ensure their marketing materials reach the right customers at the right time. Incorporate geotargeting into your destination marketing strategy to capture consumers' attention when they’re in the area. Identify what brought them to town to learn more about your destination’s feeder cities.

4. Create experiential marketing campaigns. Engage customers’ senses with interactive marketing they’ll remember. Instead of telling travelers what to expect from your destination, create advertising that allows them to experience it for themselves. Immersive forms of experiential marketing , like augmented or virtual reality, make it easier for customers to imagine what being your destination would actually feel like. Invite prospective guests to take a virtual walk around your best local park or view the cityscape via high-definition drone footage. Sell more than the location; sell destination experiences .

5. Use star power to supercharge marketing campaigns. Partner with influencers, notable industry experts, and other recognizable faces to get the word out about your location. In addition to reaching new audience members through cross-promotion, adding star power to destination marketing can help it appear more credible to customers. With 90% of social media users admitting they’ve been influenced to buy something because of social media marketing, influencer marketing might be just what your destination needs.

6. Keep up with tourism trends. Stay ahead of travel and tourism trends so you know about shifting consumer preferences. Incorporate current trends, like wellness-focused travel and virtual tourism , into campaigns to capture the attention of trendy travelers. Hop on social media trends, like viral challenges or hashtag campaigns, subscribe to travel blogs, and watch how competing destinations connect with consumers.

Use destination marketing to generate more interest in your region

Put your knowledge of destination marketing to good use to create more compelling advertising campaigns. If your local government doesn’t provide destination marketing services, look for similar resources nearby. Keep reading to learn more about CVB marketing and how it can help hotels.

Headshot of Cvent writer Kimberly Campbell

Kim Campbell

Kim is a full-time copy and content writer with many years of experience in the hospitality industry. She entered the hotel world in 2013 as a housekeeping team member and worked her way through various departments before being appointed to Director of Sales. Kim has championed numerous successful sales efforts, revenue strategies, and marketing campaigns — all of which landed her a spot on Hotel Management Magazine’s “Thirty Under 30” list.

Don’t be fooled though; she’s not all business! An avid forest forager, post-apocalyptic fiction fan, and free-sample-fiend, Kim prides herself on being well-rounded.

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How to Build a Tourism Marketing Strategy or Plan in 6 Easy Steps

When it comes to your tourism marketing strategy, it’s important to know exactly where you’re headed. Having a wishy-washy plan of action is where most destination marketing strategies fall a little short.

It’s important that you get very specific and granular about the goals you would like to achieve because this means you’ll be a whole lot closer to actually achieving them. But before we dive into marketing in tourism , let’s find out what destination marketing is in the first place.

What is a Tourism Marketing Plan?

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Having a marketing strategy in tourism means having a specific plan that aims at promoting touristic products or services such as tours, accommodation, or concierge services.

A well-executed tourist marketing plan or strategy is ultra important to the success of your business. After all, if you fail to let potential customers know the value that your business can add to their travels, they have no reason to use your business.

6 Step Marketing Strategy for Tourism

If you’re hoping to come up with a travel and tourism marketing plan that will actually generate leads, then follow these steps closely for the best results.

1.    Identify Your Target Audience

target-audience-research

If you are hoping to implement an effective marketing strategy, you need to know exactly who it is that your marketing needs to be geared towards. If you try to market to EVERYONE, very often, it turns out that you’re reaching NO ONE.

You’ll need to come up with a customer persona that represents your ideal audience or customer. While you’ll need to outline their general demographic, you also want to get a little more granular with their description as if they were a real person.

Having this detail will help you to market directly to your ideal audience as well as effectively manage your marketing budget. So you can spend more time focusing on developing customer loyalty.

When creating a buyer persona, include information such as the following:

  • Physical location

Creating a buyer persona is often overlooked, but without this step, your marketing strategy could be completely ineffective. You want your message to come through loud and clear to the people whose attention you are trying to grab. So make sure you know exactly who that is.

2.    Create Clear Goals

team-goals

Your marketing strategy should have very clear goals. This way, you’ll be able to measure whether your marketing is effective or whether you need to reassess your strategy to help reach your goals. Each goal that you come up with should be a SMART goal :

If you ensure that each of your marketing objectives is specific, measurable, achievable, relevant, and timely, then you know that you have a list of very strong goals.

3.    Analyze Your Competitors

competitor-analysis

The best way to get ahead in any industry is to learn from other companies’ mistakes so that you don’t have to go out and make them for yourself. The best way to do this is to analyze your competitors to understand their strengths and weaknesses. This allows you to excel where they excel and improve on their weaknesses.

Take at least three of your top competitors, and run them through this analysis to get a better understanding of their marketing strategy:

  • What makes them attractive to their customers?
  • What experiences do they offer, and at what price?
  • Who is their target audience?
  • What unique features and benefits do they offer?
  • What is their overall rating on review sites?
  • What do their guests/customers say about them?
  • What type of social media platforms do they use?
  • What kind of content are they posting?
  • What kind of distribution channels do they rely on?
  • Their domain authority score (that can be checked on Moz Keyword Explorer or Ahrefs )
  • What keywords do they rank for? (can also be checked on Moz or Ahrefs)

This type of analysis will give you a better idea of where to start and how you can improve on your competitor’s marketing strategies when creating your own.

4.    Choose Your Tourism Marketing Platforms

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Unless you are a big company that can outsource its marketing efforts, you’ll likely have to refine your marketing to a couple of key platforms. So how do you decide which platforms are worth the ROI?

The best place to start is by looking at which platforms the majority of your competitors are focusing their marketing efforts on. There’s probably a good reason that most of them spend a lot of time on the same platforms. While that’s a good place to start, it may also take a little trial and error until you find the platforms that are converting best for you.

It’s important to remember that tourism is a highly visual niche, so whichever platform you are using to market your products or services, make sure it can support your high-quality content. These are some of the platforms that work well for tourism marketing :

  • Pinterest marketing
  • SEO (search engine marketing)
  • PPC (pay-per-click advertising)
  • Content marketing

As you can see, there are many directions you can go in when it comes to tourism marketing. So it’s best to refine the process early on and decide on a couple of main platforms rather than half-heartedly trying to use every single one.

5.    Ensure That You Are Selling a Unique Proposition

unique-selling-proposition

When creating your marketing content, you want to ensure that what you are selling has a clear message and one that sets you apart from your competitors. Here’s an example of what we are referring to:

  • M&M’s – “Melts in your mouth. Not in your hand.” – this slogan tells people exactly what sets M&M apart as a candy.
  • Domino’s – “Fresh, hot pizza delivered in 30 minutes or less, guaranteed.” – they are not claiming to have the best pizza; they are claiming to have pizza in your hand quickly.

So what does this look like for a tourism company? Well, that is entirely up to you, but here are some examples of how you could make your offer different from industry competitors:

  • Tour company: book your tours last minute, let us handle your entire trip or no person-to-person contact booking.
  • Accommodation: last-minute bookings, free cancellation policy, or return visitors get a night free.

There are many different directions you can go with your USP ( unique selling proposition ), and they don’t have to come at a cost to the company. Think about how you want to set your business apart from industry competitors and make sure that message comes across loud and clear in your marketing strategy.

6.    Create Tourism Marketing Content

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When creating a strategy for each of the platforms you have chosen, you need to make sure that each platform is working together as a cohesive team. For instance, you could run a competition on Instagram or Facebook that aims to collect emails for your email marketing campaign.

You should also ensure that the content being produced is not simply copied from one platform to another. The users of each platform are looking for something slightly different, so you will need to adapt your content to suit the audience of each platform.

Tips for Creating Marketing Content That Converts

Once you have chosen your marketing platforms, it’s important to understand that having a presence on those platforms is simply not enough. You need your copy to really speak to the right audience.

  • Speak to your customer persona – You need to speak directly to the audience that you want to sell to, and your customer persona is a great example of your target audience. The voice present in your copy needs to speak to the values and perceptions held by your target audience. After all, if you try to speak to EVERYONE, you end up speaking to NO ONE at all.
  • Use benefit-driven copy – when you are trying to entice your audience with an offer, focus on the benefits that you offer rather than just stating facts. If you are trying to sell a destination, focus on the benefits of visiting that location rather than just spewing out facts about the city or town.
  • Collect emails ASAP – Having an email list that contains the emails of people interested in visiting your location or staying at your accommodation is one of the most valuable things you have. You can collect emails by having CTAs in your marketing content, offering freebies in return for emails, etc. This is important because you can send emails to people on your list, providing them with valuable content that can eventually lead to a conversion .

Implement Your Tourism Marketing Strategies

team-brainstorming

Now that you know exactly how to come up with a tourism marketing strategy, it’s time to implement it and get those bookings or sales. The marketing of tourism can seem tricky at first, but if you follow the steps provided above, you’ll be well on your way to running a successful company in the tourism industry.

We have been working with industry leaders for over 5 years. So if you would like to leave your tourism marketing strategy in safe hands, let us handle your marketing content so you can focus on building your business.

Tyla Oliver

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Fact sheet: 2022 national travel and tourism strategy, office of public affairs.

The 2022 National Travel and Tourism Strategy was released on June 6, 2022, by U.S. Secretary of Commerce Gina M. Raimondo on behalf of the Tourism Policy Council (TPC). The new strategy focuses the full efforts of the federal government to promote the United States as a premier destination grounded in the breadth and diversity of our communities, and to foster a sector that drives economic growth, creates good jobs, and bolsters conservation and sustainability. Drawing on engagement and capabilities from across the federal government, the strategy aims to support broad-based economic growth in travel and tourism across the United States, its territories, and the District of Columbia.

Key points of the 2022 National Travel and Tourism Strategy

The federal government will work to implement the strategy under the leadership of the TPC and in partnership with the private sector, aiming toward an ambitious five-year goal of increasing American jobs by attracting and welcoming 90 million international visitors, who we estimate will spend $279 billion, annually by 2027.

The new National Travel and Tourism Strategy supports growth and competitiveness for an industry that, prior to the COVID-19 pandemic, generated $1.9 trillion in economic output and supported 9.5 million American jobs. Also, in 2019, nearly 80 million international travelers visited the United States and contributed nearly $240 billion to the U.S. economy, making the United States the global leader in revenue from international travel and tourism. As the top services export for the United States that year, travel and tourism generated a $53.4 billion trade surplus and supported 1 million jobs in the United States.

The strategy follows a four-point approach:

  • Promoting the United States as a Travel Destination Goal : Leverage existing programs and assets to promote the United States to international visitors and broaden marketing efforts to encourage visitation to underserved communities.
  • Facilitating Travel to and Within the United States Goal : Reduce barriers to trade in travel services and make it safer and more efficient for visitors to enter and travel within the United States.
  • Ensuring Diverse, Inclusive, and Accessible Tourism Experiences Goal : Extend the benefits of travel and tourism by supporting the development of diverse tourism products, focusing on under-served communities and populations. Address the financial and workplace needs of travel and tourism businesses, supporting destination communities as they grow their tourism economies. Deliver world-class experiences and customer service at federal lands and waters that showcase the nation’s assets while protecting them for future generations.
  • Fostering Resilient and Sustainable Travel and Tourism Goal : Reduce travel and tourism’s contributions to climate change and build a travel and tourism sector that is resilient to natural disasters, public health threats, and the impacts of climate change. Build a sustainable sector that integrates protecting natural resources, supporting the tourism economy, and ensuring equitable development.

Travel and Tourism Fast Facts

  • The travel and tourism industry supported 9.5 million American jobs through $1.9 trillion of economic activity in 2019. In fact, 1 in every 20 jobs in the United States was either directly or indirectly supported by travel and tourism. These jobs can be found in industries like lodging, food services, arts, entertainment, recreation, transportation, and education.
  • Travel and tourism was the top services export for the United States in 2019, generating a $53.4 billion trade surplus.
  • The travel and tourism industry was one of the U.S. business sectors hardest hit by the COVID-19 pandemic and subsequent health and travel restrictions, with travel exports decreasing nearly 65% from 2019 to 2020. 
  • The decline in travel and tourism contributed heavily to unemployment; leisure and hospitality lost 8.2 million jobs between February and April 2020 alone, accounting for 37% of the decline in overall nonfarm employment during that time. 
  • By 2021, the rollout of vaccines and lifting of international and domestic restrictions allowed travel and tourism to begin its recovery. International arrivals to the United States grew to 22.1 million in 2021, up from 19.2 million in 2020. Spending by international visitors also grew, reaching $81.0 billion, or 34 percent of 2019’s total.

More about the Tourism Policy Council and the 2022 National Travel and Tourism Strategy

Created by Congress and chaired by Secretary Raimondo, the Tourism Policy Council (TPC) is the interagency council charged with coordinating national policies and programs relating to travel and tourism. At the direction of Secretary Raimondo, the TPC created a new five-year strategy to focus U.S. government efforts in support of the travel and tourism sector which has been deeply and disproportionately affected by the COVID-19 pandemic.

Read the full strategy here

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  • Travel Tips

What Is Tourism Marketing?

Published: December 12, 2023

Modified: December 28, 2023

by Oneida Gruber

  • Plan Your Trip
  • Sustainability

what-is-tourism-marketing

Introduction

In today’s fast-paced and interconnected world, the tourism industry has become increasingly competitive. To stay ahead and attract travelers, destinations, tour operators, and hoteliers need to implement effective marketing strategies. This is where tourism marketing plays a vital role.

Tourism marketing encompasses a range of activities aimed at promoting and selling travel services, experiences, and destinations to potential customers. It involves understanding consumer behaviors, identifying target markets, creating compelling messages, and deploying various promotional tactics to reach and engage with the right audience.

With the rise of the internet and social media, the tourism industry has witnessed a significant shift in how marketing is conducted. Digital platforms have opened up new avenues for reaching and engaging with travelers, providing ample opportunities to showcase destinations, attractions, and services.

The primary goal of tourism marketing is to increase awareness, generate interest, and drive bookings or visits. It is about inspiring and influencing travelers to choose a particular destination, tour package, or accommodation option. By effectively marketing their offerings, tourism businesses can enhance their revenue, grow their customer base, and build long-term relationships with their target audience.

However, effective tourism marketing goes beyond simply promoting travel products. It involves creating a holistic and immersive experience for travelers, reflecting the unique qualities and appeal of a destination. This requires a deep understanding of the target market’s needs, preferences, and aspirations, as well as the ability to effectively communicate the value and benefits of the travel experience.

Moreover, tourism marketing is not limited to tourism boards or large travel companies. It is also essential for small and medium-sized businesses within the industry, such as local tour operators, boutique hotels, and restaurants. By implementing targeted marketing strategies, even smaller players can compete on a global scale and attract their ideal customers.

Definition of Tourism Marketing

Tourism marketing can be defined as the strategic planning and implementation of activities that aim to promote and sell travel-related products and services. It involves understanding consumer behavior, identifying target markets, creating compelling messages, and deploying various marketing tactics to reach and engage with potential travelers.

At its core, tourism marketing is about showcasing the unique experiences and attractions that a destination has to offer. It involves leveraging the distinctive cultural, natural, and historical aspects of a place to appeal to travelers’ interests and desires.

One of the key objectives of tourism marketing is to create awareness and generate interest in a particular destination or travel experience. This can be achieved through a variety of marketing channels, including digital platforms, traditional advertising, public relations, and partnerships with travel agents and tour operators.

In addition to promoting destinations, tourism marketing also encompasses the marketing of travel services such as accommodation, transportation, activities, and tours. It involves highlighting the unique features, amenities, and benefits of these services to differentiate them in a crowded marketplace.

Moreover, tourism marketing often involves segmenting the target market based on various factors such as demographics, psychographics, and travel preferences. This allows marketers to tailor their messages and marketing strategies to specific customer segments, increasing the chances of attracting the right travelers.

Effective tourism marketing requires staying updated with the latest trends and leveraging technological advancements. With the rise of the internet and social media, digital marketing has become a crucial aspect of tourism marketing. This includes activities such as search engine optimization (SEO), content marketing, social media advertising, influencer marketing, and online reputation management.

In summary, tourism marketing is the strategic promotion and selling of travel-related products and experiences. It involves understanding consumer behavior, creating compelling messages, and deploying various marketing tactics to reach and engage with potential travelers. By effectively marketing destinations and travel services, tourism businesses can attract more visitors and drive growth in the industry.

Importance of Tourism Marketing

Tourism marketing plays a crucial role in the success and growth of the tourism industry. Here are several reasons why tourism marketing is important:

  • Increasing Destination Awareness: Effective tourism marketing helps to create awareness about destinations. It showcases the unique attractions, cultural heritage, and natural beauty of a place, encouraging travelers to consider it as a potential travel destination.
  • Attracting More Visitors: Through targeted marketing strategies and promotional campaigns, tourism businesses can attract more visitors to their destinations, hotels, and tour packages. By effectively communicating the value and benefits of a travel experience, marketing efforts can inspire and influence travelers to choose a specific destination.
  • Boosting Local Economy: The tourism industry is a significant economic driver in many regions. By promoting tourism and attracting more visitors, tourism marketing helps to generate revenue for local businesses, create jobs, and stimulate economic growth.
  • Enhancing Competitiveness: In a highly competitive tourism industry, effective marketing can give destinations and businesses a competitive edge. By promoting unique selling points and differentiating offerings, tourism businesses can stand out from the competition and attract their ideal customers.
  • Cultivating Repeat Visitors: Marketing efforts, such as personalized email campaigns or loyalty programs, help to cultivate repeat visitors. By nurturing relationships with past visitors, tourism businesses can encourage them to come back and explore more of what the destination has to offer.
  • Driving Collaboration: Tourism marketing often involves collaboration among stakeholders within the industry. Destination marketing organizations, hotels, tour operators, and local businesses work together to promote the destination as a whole, leveraging each other’s strengths and resources for a more impactful marketing strategy.
  • Creating Positive Perception: Effective tourism marketing not only promotes destinations and travel services but also helps create a positive perception of a place. Through storytelling and compelling narratives, marketing efforts can shape and enhance the reputation of a destination, making it more appealing to potential travelers.

In a nutshell, tourism marketing is essential for raising destination awareness, attracting visitors, boosting the local economy, enhancing competitiveness, fostering repeat business, driving collaboration, and creating a positive perception of a destination. By investing in well-planned marketing strategies, tourism businesses can thrive in a highly competitive industry and contribute to the overall growth and development of the tourism sector.

Components of Tourism Marketing

Tourism marketing involves various components that work together to create effective promotional strategies. Here are the key components of tourism marketing:

  • Market Research: Market research is an essential component of tourism marketing. It involves gathering and analyzing data to understand consumer behavior, travel trends, market demand, and competitor strategies. This helps tourism businesses identify their target market, tailor their marketing messages, and make informed decisions.
  • Segmentation and Targeting: Segmenting the target market is crucial to deliver tailored marketing messages. Tourism marketers divide the market into specific segments based on demographics, psychographics, and travel preferences. This enables them to customize their marketing efforts and reach the right audience with the right message.
  • Positioning: Positioning refers to how a destination or travel service is perceived in the minds of consumers. Tourism marketers define a unique selling proposition (USP) and create a positioning strategy to differentiate their offerings from competitors. This involves highlighting the unique features, benefits, and experiences that set them apart from others.
  • Branding: Branding plays a crucial role in tourism marketing. It involves creating a distinct brand identity, including a logo, tagline, and visual elements, that represents the destination or travel service. A strong and consistent brand helps build trust, recognition, and loyalty among travelers.
  • Advertising and Promotion: Advertising and promotion are key components of tourism marketing. This includes traditional advertising such as television, radio, and print ads, as well as digital advertising through search engines, social media platforms, and display networks. Promotional tactics may also include public relations, partnerships with travel influencers, and participation in travel fairs and events.
  • Content Marketing: Content marketing involves creating and sharing valuable and informative content to attract and engage potential travelers. This can include blog posts, articles, videos, infographics, and social media posts that showcase the destination, provide travel tips, and inspire wanderlust. Content marketing helps build brand credibility, increase website traffic, and foster customer loyalty.
  • Online Presence and Website Optimization: A strong online presence is crucial in tourism marketing. It includes having a visually appealing and user-friendly website that provides relevant information, easy navigation, and online booking options. Website optimization, including search engine optimization (SEO) and user experience (UX) optimization, helps improve visibility in search engines and enhances the overall online presence.
  • Customer Relationship Management (CRM): Effective customer relationship management involves building and maintaining strong relationships with past, present, and potential customers. This can include personalized email marketing, loyalty programs, and customer feedback management. CRM helps nurture repeat business, encourage positive reviews, and strengthen customer loyalty.

By integrating these components into their marketing strategies, tourism businesses can create comprehensive and effective campaigns that resonate with their target audience and drive bookings and visits to their destinations and services.

Strategies and Tactics in Tourism Marketing

Tourism marketing involves a range of strategies and tactics to effectively promote destinations, travel services, and experiences. Here are some commonly used strategies and tactics in tourism marketing:

  • Targeted Advertising: Tourism marketers utilize targeted advertising to reach specific demographics and interests. This includes running targeted ads on social media platforms, search engines, and travel-related websites to reach potential travelers who are most likely to be interested in a specific destination or travel service.
  • Content Marketing: Content marketing involves creating and sharing informative and engaging content to attract and engage potential travelers. This can include blog posts, articles, videos, and social media posts that inspire and educate travelers about destinations, travel tips, and experiences. Effective content marketing builds brand credibility and connects with the target audience on a deeper level.
  • Social Media Marketing: Social media platforms such as Facebook, Instagram, and Twitter have become powerful tools in tourism marketing. By creating compelling visual content, engaging with followers, and running targeted ads, tourism businesses can reach a wide audience and generate brand awareness. Influencer partnerships and user-generated content also play a significant role in social media marketing.
  • Search Engine Optimization (SEO): A well-optimized website is crucial for tourism marketing. SEO involves optimizing website content, meta tags, and other on-page elements to improve search engine rankings. A higher ranking in search results increases visibility and organic traffic to the website, ultimately leading to more bookings and visits.
  • Online Reputation Management: Online reviews and ratings have a significant impact on travelers’ decision-making process. Tourism businesses need to actively manage their online reputation by encouraging positive reviews, responding to negative feedback, and addressing customer concerns promptly and professionally.
  • Partnerships and Collaborations: Collaborating with influencers, local businesses, and other tourism stakeholders can amplify marketing efforts. Partnerships can include influencer campaigns, joint advertising initiatives, and cross-promotion to reach a wider audience and provide added value to travelers.
  • Personalization and Customer Relationship Management (CRM): Personalization is a powerful tactic in tourism marketing. By collecting and analyzing customer data, tourism businesses can deliver personalized marketing messages, custom offers, and tailored experiences to individual travelers. CRM tools and strategies help manage customer relationships, nurture loyalty, and drive repeat business.
  • Event and Experience Marketing: Hosting or sponsoring events and creating unique experiences can be highly effective in tourism marketing. This can include cultural festivals, adventure challenges, or themed tours that attract attention and create a buzz around a destination or travel service.

It’s important for tourism marketers to employ a combination of these strategies and tactics, tailored to their target audience and marketing goals. By implementing a comprehensive and integrated approach, tourism businesses can effectively engage with travelers, drive bookings, and ultimately succeed in a competitive industry.

Digital Marketing in Tourism

Digital marketing has revolutionized the way tourism businesses promote their offerings and engage with travelers. With the proliferation of the internet and social media, digital marketing has become a crucial component of tourism marketing strategies. Here are some key aspects of digital marketing in the tourism industry:

  • Search Engine Optimization (SEO): SEO is essential for improving a tourism website’s visibility in search engine results. By optimizing website content, meta tags, and backlinks, tourism businesses can rank higher in search results and attract organic traffic.
  • Content Marketing: Content marketing is a powerful tool in the digital landscape. By creating high-quality and valuable content, such as blog posts, articles, and videos, tourism businesses can attract and engage potential travelers, build brand credibility, and drive organic traffic to their websites.
  • Social Media Marketing: Social media platforms provide tourism businesses with a direct way to connect and engage with travelers. Through strategic social media marketing, businesses can build a strong online presence, cultivate a loyal following, and showcase their destinations, services, and experiences.
  • Online Advertising: Online advertising, including search engine marketing (SEM) and social media advertising, allows tourism businesses to reach a targeted audience. By running well-crafted ads, businesses can increase brand visibility, drive traffic to their websites, and generate bookings or inquiries.
  • Influencer Marketing: Collaborating with travel influencers can be highly effective in digital marketing. By partnering with influencers who have a large and engaged following, tourism businesses can tap into their influence and reach, showcasing their offerings to a wider audience and gaining credibility through authentic recommendations.
  • Online Travel Agencies (OTAs): OTAs such as Expedia, Booking.com, and Airbnb have become prominent players in the digital marketing landscape. Tourism businesses can leverage these platforms by listing their offerings and optimizing their presence to reach travelers who use OTAs for travel bookings.
  • Email Marketing: Email marketing allows tourism businesses to nurture relationships with past and potential customers. By sending personalized and targeted emails, businesses can provide relevant offers, travel updates, and exclusive deals to encourage bookings and foster customer loyalty.
  • Website Optimization and User Experience (UX): A well-designed and user-friendly website is crucial for digital marketing success. Ensuring fast loading times, easy navigation, mobile responsiveness, and clear call-to-action buttons can significantly improve user experience and boost conversion rates.

Implementing a comprehensive digital marketing strategy can give tourism businesses a competitive advantage in reaching and engaging with the modern traveler. By leveraging digital channels effectively, businesses can increase their online visibility, attract more visitors, and ultimately drive bookings and revenue.

Challenges and Trends in Tourism Marketing

The tourism industry is constantly evolving, and with it comes new challenges and emerging trends in tourism marketing. Here are some of the key challenges and trends that tourism businesses need to be aware of:

  • Rising Competition: The tourism industry is becoming more competitive with the rise of digital marketing and the ease of global travel. Tourism businesses need to find innovative ways to differentiate themselves and stand out from the competition.
  • Managing Online Reputation: With the increasing influence of online reviews and social media, tourism businesses need to actively manage their online reputation. Addressing customer concerns, responding to reviews, and providing excellent customer service are crucial for maintaining a positive online image.
  • Changing Consumer Behavior: Consumer behavior is continuously evolving, with travelers becoming more tech-savvy and seeking personalized and unique experiences. Tourism businesses need to adapt their marketing strategies to cater to the changing preferences and expectations of travelers.
  • Data Privacy and Security: With the collection and use of customer data for marketing purposes, data privacy and security have become significant concerns. Tourism businesses must comply with privacy regulations and ensure the security of customer information to maintain trust and protect sensitive data.
  • Sustainability and Responsible Tourism: The growing importance of sustainability and responsible tourism has led to a shift in consumer attitudes. Travelers are increasingly seeking environmentally friendly and socially responsible travel options. Tourism businesses need to incorporate sustainability practices and communicate their commitment to responsible tourism in their marketing efforts.
  • Technological Advancements: Emerging technologies such as virtual reality (VR), augmented reality (AR), and artificial intelligence (AI) are transforming the tourism industry. Tourism businesses need to stay updated with these advancements and explore ways to incorporate them into their marketing strategies to provide immersive and personalized experiences to travelers.
  • Shift towards Experiential Travel: Travelers are seeking more authentic and experiential travel experiences. This has led to a shift from traditional sightseeing to immersive and meaningful experiences. Tourism businesses can capitalize on this trend by designing unique experiences and crafting compelling storytelling in their marketing campaigns.
  • Influence of Social Media and Influencers: Social media platforms and travel influencers have a significant impact on consumers’ travel choices. Tourism businesses need to harness the power of social media and build relationships with influencers to effectively engage with their target audience and tap into their influence.

By acknowledging and adapting to these challenges and trends, tourism businesses can stay ahead of the curve and create effective marketing strategies that resonate with today’s travelers. Embracing technology, promoting sustainability, and delivering personalized and experiential travel offerings are key to success in the dynamic tourism industry.

Tourism marketing plays a vital role in the success and growth of the tourism industry. It encompasses various strategies and tactics aimed at promoting destinations, travel services, and experiences to potential travelers. In today’s digital age, digital marketing has become an integral part of tourism marketing, allowing businesses to reach and engage with travelers on a global scale.

Effective tourism marketing is essential for raising destination awareness, attracting visitors, boosting the local economy, enhancing competitiveness, fostering repeat business, driving collaboration, and creating a positive perception of a destination. By implementing well-planned marketing strategies, tourism businesses can thrive in a highly competitive industry and contribute to the overall growth and development of the tourism sector.

However, tourism marketing also faces various challenges, including rising competition, managing online reputation, changing consumer behavior, data privacy concerns, and the emergence of new technologies. It is crucial for tourism businesses to stay updated with the latest trends and adapt their marketing strategies to meet the evolving needs and expectations of travelers.

Looking ahead, sustainability, experiential travel, technological advancements, and the influence of social media and influencers will continue to shape the tourism industry. Tourism businesses that embrace these trends and incorporate them into their marketing strategies will be better positioned to attract and engage with modern travelers.

In conclusion, tourism marketing is a dynamic and ever-evolving field that requires creativity, adaptability, and a deep understanding of consumer behavior. By leveraging targeted strategies, embracing digital marketing channels, and staying ahead of industry trends, tourism businesses can effectively promote their offerings, attract visitors, and contribute to the growth and success of the tourism industry.

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Top 15 Tourism Marketing Strategies for 2024

Top 15 Tourism Marketing Strategies for 2024

As the travel industry undergoes rapid changes, it’s time to explore innovative strategies that will redefine your approach. From crafting personalized experiences to unlocking digital opportunities, join us on a journey to discover the keys to success in the dynamic world of tourism marketing.

In this article, we’ll unveil the top strategies that will not only keep you ahead of the curve but also elevate your business to new heights.

What is Tourism Marketing?

Tourism marketing involves promoting destinations, attractions, and travel services to potential customers. Effective tourism marketing doesn’t just showcase a place; it crafts an experience that beckons travelers and creates lasting memories. 

travel concept

What is a Tourism Marketing Strategy?

A tourism marketing strategy is a well-thought-out plan that outlines how a business in the travel sector will reach and engage its target audience. It encompasses a myriad of activities, from understanding your audience to embracing the latest technological advancements. In the following sections, we unravel the best tourism marketing strategies that will redefine your approach to attracting and retaining customers.

1. Understand Your Audience and Personalize Content

Before creating a thorough tourism marketing plan, dedicate time to understanding who you need to reach. Understanding your audience helps you shape strategies that match their likes, making sure your marketing not only gets noticed but also connects with potential customers.

Understanding your audience in the tourism industry involves thorough research and data analysis. Begin by creating detailed customer personas , considering factors such as demographics, interests, and travel preferences. Reach your audience on social media, conduct surveys, and analyze website analytics to refine your understanding of their evolving needs and preferences continuously.

Once you understand your audiences, you can craft unique and tailored experiences for them using the power of personalized marketing. This means curating marketing messages and offers that truly speak to people’s desires and attract your ideal customers.

2.  Create a Content Marketing Strategy

A strong content plan is crucial for reaching potential travelers and leaving a lasting impression. Customize your content to match what your audience likes and needs. Consider crafting engaging blog posts that delve into the heart of your destination, offering immersive storytelling that goes beyond the typical travelogue. 

Highlight local experiences, insider tips, and lesser-known gems, providing a glimpse into the authentic and captivating aspects of your locale. Additionally, practical guides, travel itineraries, and themed content, such as “Foodie Adventures” or “Off-the-Beaten-Path Escapes,” can serve as valuable resources, catering to diverse traveler interests.

3.  Optimize Your Website For Search Engines

Mastering SEO in the tourism industry requires attention to key aspects that enhance online visibility and drive organic traffic.

  • Keyword Research: Identify and target relevant keywords that align with travel trends and user search intent. Incorporate these keywords strategically into website content, meta tags, and headings.
  • Optimized Website: Ensure your website is mobile-friendly for a seamless user experience across devices. Prioritize fast loading times to enhance user satisfaction and improve search engine rankings.
  • Content Quality: Regularly update your website with fresh, high-quality content that reflects current trends and addresses user queries. Craft informative content that resonates with travelers.
  • User Experience: Enhance the overall user experience by optimizing website navigation and layout. Implement clear calls to action to guide visitors through the booking or exploration process.
  • Backlink Building: Cultivate reputable backlinks from authoritative sources in the travel industry. Focus on quality over quantity, aiming for links that enhance your website’s credibility.

In the end, keep up with SEO trends and algorithm updates to adapt your strategy accordingly. Use tools and analytics to check how well your website is doing and see if your SEO strategies are working.

A holistic approach to SEO will not only boost your website’s visibility but also contribute to a strong and sustainable online presence in the competitive landscape of tourism marketing.

4. Live Video Marketing

Live video marketing in tourism means using live videos to show off travel destinations and experiences as they happen. It’s like taking people on a virtual tour in real time . For example, hotels can give live looks at their rooms, or tour guides can show popular attractions as if viewers are there. 

It’s more engaging and authentic, letting people ask questions and get immediate responses. This way, viewers can get a better feel for a place and what it offers, making them more excited and confident about choosing it for their travels.

5. Create Effective Social Media Strategies

Crafting an effective social media strategy involves more than just posting regular updates; it requires creativity, engagement, and a deep understanding of your audience. Let’s go over some tips and examples to help you make the most of social media marketing in the tourism industry.

  • Platform Selection: First, you need to choose effective marketing channels. That means choosing the social platform where your target audience spends a lot of time. Instagram and Pinterest are visual platforms great for showcasing stunning destinations, while Twitter and Facebook can be used for sharing news updates and engaging with your audience.
  • Consistent Branding: Use cohesive visuals, including logos, color schemes, and fonts, to create a unified and recognizable brand identity.
  • Engaging Content Calendar: Develop a content calendar that includes a mix of content types. Share breathtaking photos, travel tips, and behind-the-scenes glimpses. Keep your audience engaged with a variety of content that reflects the diversity of your destination.
  • User-Generated Content (UGC):   Encourage your audience to talk about their experiences with your products or services. Reposting UGC not only showcases authentic interactions with your brand but also turns your customers into brand ambassadors.

Here are some examples of social media content you can use: 

  • Instagram Stories: Use Instagram Stories to provide real-time updates, share behind-the-scenes content, and conduct polls or Q&A sessions. For instance, take your audience on a virtual tour of your property, showcase local attractions, or share stories from satisfied customers.
  • Facebook Live Events : Host live events on Facebook, such as virtual tours, interviews with locals, or live Q&A sessions. This provides an interactive experience for your audience and allows them to participate in real time.
  • Interactive Contests: Run contests that encourage user participation. For example, ask followers to share their favorite travel memories, use a specific hashtag, and offer a prize for the best entry. This not only boosts engagement but also expands your brand reach.
  • Travel Tips and Guides: Create and share informative content, such as travel guides, packing tips, or destination highlights. Position yourself as a valuable resource for your audience, providing information that goes beyond self-promotion.
  • Visual Content on Pinterest: Utilize Pinterest to create visually appealing boards that showcase different aspects of your destination. Pin not only your content but also collaborate with influencers and pin user-generated content that aligns with your brand.

Try different types of content, see what your audience likes, and adjust your strategy to make the most impact on social media in the tourism industry. By diversifying your social media content and engaging with your audience authentically, you can turn your social media platforms into dynamic channels that not only attract potential travelers but also foster a community around your brand. 

6. Accept Online Bookings

In the fast-paced world of travel, convenience is king. Accepting online bookings is not just a modern trend; it’s a fundamental aspect of successful tourism marketing. Streamlining the booking process and providing potential visitors with a user-friendly experience can significantly impact their decision-making and ultimately boost your business. 

Why Accepting Online Bookings Matters

In a world where information is at our fingertips, modern customers seek instant gratification. Allowing them to book online provides immediate confirmation, meeting their desire for quick and efficient transactions.

Online bookings also break down geographical barriers. Potential visitors from around the world can explore your offerings and secure their reservations at any time, opening up your business to a global audience.

In the end, businesses that embrace online booking systems gain a competitive edge. Customers are more likely to choose a destination or service that offers the convenience of online reservations over those with a more complicated booking process.

Here’s how to implement online bookings: 

  • User-Friendly Website: Ensure your website is user-friendly, with a clear and intuitive layout. The booking process should be straightforward, with minimal steps required for customers to complete their reservations.
  • Mobile Optimization: A significant portion of travelers use mobile devices to research and book their trips. Optimize your website for mobile users, providing a seamless experience across various devices.
  • Secure Payment Options: Build consumer trust by offering secure online payment options. Clearly communicate the security measures in place to protect their sensitive information.
  • Real-Time Availability: Implement a system that reflects real-time availability. This prevents overbooking and provides accurate information to potential customers, reducing the likelihood of dissatisfaction.
  • Promotional Packages: Encourage online bookings by offering exclusive promotions or packages available only to those who book through your website. This not only incentivizes direct bookings but also adds value for your customers.

7. Email Marketing

Establishing and nurturing an email list is a foundational step, accomplished by strategically integrating sign-up forms on your website , during the booking process, and across various touchpoints. Offering incentives, such as exclusive discounts or travel guides, can entice visitors to subscribe, ensuring a growing pool of engaged potential customers.

Crafting an effective marketing list involves:

  • Segmentation: Divide your email list based on factors like travel preferences, location, or past interactions. This segmentation allows for personalized and targeted customer communication, enhancing the relevance of your messages.
  • Personalization: Leverage collected data to personalize your emails. Address recipients by their name and tailor content based on their interests or previous interactions with your brand, creating a more intimate and engaging connection.

Here are the types of emails you can use to  elevate your tourism marketing efforts:

  • Special Offers and Promotions: Share exclusive deals, limited-time discounts, or early access promotions to spark excitement and drive immediate bookings.
  • Travel Tips and Guides: Provide valuable information about destinations, travel tips, and insider guides. Position your brand as an authority, offering insights that enhance the overall travel experience.
  • Event Updates: Keep subscribers informed about upcoming events, festivals, or activities in your destination. This not only fosters anticipation but also positions your business as a source of comprehensive local knowledge.
  • Personalized Recommendations: Analyze customer preferences and behaviors to offer personalized travel recommendations, showcasing your commitment to meeting individual needs.
  • Post-Visit Follow-Ups: After a customer’s visit, send a follow-up email expressing gratitude, seeking feedback, and encouraging the sharing of their experience on review platforms. This not only strengthens customer relationships but also contributes to your online reputation.

In the bustling tourism industry, a well-crafted email campaign serves as a direct line to your audience, fostering engagement and loyalty. Tailor your emails to provide value, evoke excitement, and showcase the unique experiences your destination or service offers, ensuring that each communication contributes to a journey of anticipation and adventure for your subscribers.

8. Make the Most Out of Customer Reviews

In the realm of tourism, online reviews are vital for building trust . Utilize platforms like Yelp, TripAdvisor, and Google Local to establish a positive online presence. Actively encourage users to share their experiences and leave reviews, both positive and negative. Responding promptly to all reviews reinforces your commitment to customer satisfaction. 

Additionally, user-generated content not only enhances your website’s ranking but also plays a key role in transforming potential customers into excited travelers. Make leaving reviews a seamless and encouraged part of your customer experience, fostering a community of engaged and satisfied visitors.

9. Focus on Experience

Embracing the concept of experiential marketing can transform the way your audience perceives your brand. Experiential marketing, also known as engagement marketing, is a strategy that prioritizes creating memorable, immersive, and shareable experiences for consumers. 

Instead of merely promoting a product or service, this approach aims to engage the audience on a deeper level, leaving a lasting impression that extends far beyond a transaction.

Here are some ideas for executing experiential marketing in the tourism sector: 

  • Create Themed Events: Develop events or festivals that align with the unique aspects of your destination. For instance, if your location is known for its historical significance, organize a themed historical reenactment or festival to transport visitors to another era.
  • Collaborate with Local Artisans: Showcase the local culture and craftsmanship by collaborating with local artisans. This could involve art exhibitions, workshops, or performances that highlight the authenticity and uniqueness of your destination.
  • Interactive Tours: Move beyond conventional tours by introducing interactive experiences. Incorporate elements like treasure hunts, mystery tours, or interactive storytelling that actively involve participants, making their exploration of the destination not just informative but also entertaining.
  • Culinary Experiences: Food is a universal language, and culinary experiences can be a powerful way to engage visitors. Offer food tours, cooking classes, or unique dining experiences that showcase the local cuisine, providing a sensory journey for your guests.

Now, here’s an example to inspire you in this ambitious but worthy endeavor. Airbnb’s “Night At” campaign allowed guests to book superior experiences, such as spending a night at iconic locations like the Louvre or Dracula’s Castle. This gave guests a unique place to stay and immersed them in an unforgettable experience.

10. Engage Micro-Influencers

Influencer marketing remains a potent tool in tourism marketing. Work with influencers who align with your brand and target audience. These influencers can provide authentic insights, reviews, and captivating content that resonate with their followers. 

The key is to identify influencers whose values and interests align with your tourism offerings, ensuring a seamless integration that feels genuine to their audience. In particular, micro-influencers wield significant influence in niche markets. The genuine connections they have with their followers can amplify your reach and credibility within your niche.

11. Utilize Augmented Reality Technology

Augmented Reality (AR) technology presents a unique opportunity to engage and captivate your audience. Consider implementing virtual reality tours that allow potential visitors to explore your destination from the comfort of their homes. Provide interactive and immersive experiences that go beyond traditional brochures, giving travelers a taste of what awaits them.

12. Embrace the Power of Artificial Intelligence

As technology continues to evolve, Artificial Intelligence (AI) is becoming increasingly integral to effective marketing strategies. Incorporating live chatbots for customer service on your website can enhance customer experience, providing instant responses to queries and guiding potential visitors through the booking process. 

The convenience and efficiency of AI-driven solutions contribute to an enhanced customer experience, setting your tourism business apart in a competitive market.

13. Customer Safety and Communication

Clearly communicate your commitment to safety through all marketing channels, outlining the specific measures in place to ensure a secure and enjoyable experience. Regularly update your audience on any changes, reassuring them that their well-being is paramount. 

Transparency in communication about safety protocols not only fosters confidence but also establishes your brand as one that prioritizes the welfare of its customers. Consistently highlight this dedication at every interaction to leave a lasting positive impression on potential travelers.

14. Monitor Travel Trends

Keep a keen eye on evolving tourism marketing trends and consumer behaviors. The travel industry is dynamic, with preferences and interests changing rapidly . By staying informed and adapting your marketing strategies to align with current trends, you position your business as forward-thinking and in tune with the needs of modern travelers.

15. Set Goals, Monitor, and Optimize

Set clear business goals for your tourism marketing strategy, whether focusing on increasing online bookings, boosting social media engagement, or enhancing customer experiences. These goals serve as your guiding principles. To measure success, keep an eye on key performance indicators (KPIs) for real-time insights.

Regularly analyze data to identify trends and areas for improvement. Optimization is an ongoing process, ensuring your strategy remains flexible in the dynamic tourism industry. 

Use tools like Google Analytics for detailed insights into website performance, user behavior, and campaign effectiveness. Also, social media analytics platforms like Hootsuite or Buffer help you monitor engagement, audience demographics, and content effectiveness across various channels.

Marketing strategy in tourism

Navigating the Future of Tourism Marketing: Final Words

Use the strategies outlined in this guide as a compass for success. From the foundational principles of understanding your audience to embracing cutting-edge technologies like AR and AI, each strategy contributes to a comprehensive and effective digital marketing strategy.

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In tourism marketing, success comes from being adaptable and innovative. So, stay informed, use technology, and create meaningful experiences to position your tourism business for success in 2024 and beyond.

If you find yourself seeking expert guidance or assistance in elevating your tourism marketing efforts, don’t hesitate to reach out to Play Media. Our dedicated team is here to help you unlock the full potential of your brand in the dynamic world of travel and tourism.

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Book cover

The International Marketing of Travel and Tourism

A Strategic Approach

  • François Vellas (Professor of International Tourism Economics) 0 ,
  • Lionel Bécherel (Director) 1

Institute of International Development Studies, University of Toulouse, Toulouse, CEDEX, France

You can also search for this editor in PubMed   Google Scholar

International Tourism Consultancy, London, UK

  • Provides a strategic perspective to the marketing of travel and tourism (e.g strategic alliances, breakdown of commercial borders, advances in new technologies etc.) Thoroughly international throughout with numerous examples and illustrations Examines specific issues that are influencing tourism marketing today, including coverage of human resources strategies, service quality and the internet

2948 Accesses

37 Citations

  • Table of contents

About this book

Editors and affiliations, about the editors, bibliographic information.

  • Publish with us

This is a preview of subscription content, log in via an institution to check for access.

Table of contents (12 chapters)

Front matter, overview of international tourism marketing principles, the marketing concept and international tourism marketing.

  • Lionel Bécherel, François Vellas

Strategic Analysis and Strategy Formulation

  • Lionel BÉcherel, FranÇois Vellas

Issues and Trends in Contemporary Tourism Marketing

The impact of technology on tourism marketing, e-commerce and database marketing.

  • Philip Alford

‘Green’ Strategies in the Tourism and Hospitality Industries

  • Dimitrios Diamantis, Adele Ladkin

The Influence of Human Resources on Tourism Marketing

  • Edith Szivas

Managing the Service Encounter: Consistent High-Quality Delivery Through ‘Internal Marketing’

  • Gemma McGrath

Strategic Marketing in the Tourism Sectors

Strategic marketing of tourism destinations.

  • Richard Batchelor

Strategic Marketing in the Hospitality Sector

  • Tim Knowles

Strategic Marketing in the Air Transport Sector

  • FranÇois Vellas

Strategic Marketing in the Tour Operator Sector

  • Tim Knowles, Peter Grabowski

Strategic Marketing in the Travel Agency Sector

  • J. E. Bigné, L. Andreu

A Word of Conclusion

  • L. Bécherel, F. Vellas

Back Matter

  • Destination
  • international marketing
  • internet marketing
  • strategic marketing
  • tourism industry

François Vellas

Lionel Bécherel

Book Title : The International Marketing of Travel and Tourism

Book Subtitle : A Strategic Approach

Editors : François Vellas, Lionel Bécherel

DOI : https://doi.org/10.1007/978-1-349-27486-4

Publisher : Red Globe Press London

eBook Packages : Palgrave Business & Management Collection , Business and Management (R0)

Copyright Information : François Vellas and Lionel Bécherel 1999

Edition Number : 1

Number of Pages : XXI, 329

Additional Information : Previously published under the imprint Palgrave

Topics : Tourism Management

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Digital Marketing for Tourism Industry: 9 Essential Strategies for Travel Agency

marketing strategy of travel and tourism

In today’s digital age, the travel industry has moved away from traditional storefronts to flourish in the vast online world. For travel agencies to thrive, embracing modern digital marketing strategies that attract customers and build lasting loyalty is crucial.

Our comprehensive guide dives into effective digital marketing for travel industry. We unravel the secrets behind successful techniques, offering deep insights into each strategy. 

From personalized approaches to user-friendly tactics, our article is a valuable resource for travel businesses aiming to navigate and excel in this evolving landscape. 

Join us as we explore the intricacies of digital marketing, providing you with the tools to capture attention and foster lasting connections with your audience.

Table of Contents

Navigating the Digital Wave: Revolutionizing Tourism Marketing Strategies

In the dynamic realm of the travel industry, successfully navigating the digital wave is imperative for any travel agency aiming to thrive in today’s competitive landscape. The paradigm shift towards digital platforms has revolutionized tourism marketing strategies, demanding a strategic and innovative approach. A robust digital marketing strategy for travel agency is the compass that guides them through the intricacies of the online world.

1. Digital Marketing Expertise:

  • Engage the prowess of a dedicated digital marketing agency for travel.
  • Specialization in crafting compelling narratives tailored to the modern traveller.

2. Cutting-Edge Technologies:

  • Seamlessly integrate cutting-edge technologies for an innovative approach.
  • Elevate the online presence of travel agencies through tech-savvy strategies.

3. Online Visibility:

  • Ensure visibility across diverse digital channels.
  • Utilize platforms to amplify the reach and impact of travel agency content.

4. Strategic Digital Marketing Plans:

  • Develop a nuanced understanding of the target audience and digital landscape.
  • Formulate a proficient digital marketing strategy for travel agency.

5. Client Conversion:

  • Establish the digital marketing agency as the main part of content curation.
  • Captivate and convert potential clients through strategic and engaging content.

6. Multi-Channel Approach:

  • Leverage social media, optimizing search engines and captivating visual content.
  • Create an immersive experience to entice travellers, encouraging agency selection for their adventures.

Importance of Digital Marketing in the Tourism Industry

Importance of Digital Marketing in the Tourism Industry

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In the contemporary digital landscape, the significance of digital marketing for tourism plays an important role. Observing those around you, whether on public transport or in the general surroundings, highlights the presence of the digital realm. Adopting a robust digital marketing strategy for travel agency is more than just a trend; it’s a transformative approach that can redefine success in the Travel and Tourism industry.

Information Sharing Made Easy:

The advent of social media has revolutionized the way travel information reaches globally. With just a click, travel details reach others effortlessly, simplifying trip planning and empowering potential travellers to make informed decisions about their journeys.

Customer Engagement Boost:

Digital marketing facilitates unprecedented global connectivity with customers. Travel agencies can cultivate lasting relationships by understanding customers’ expectations before they avail services. Satisfied customers are likely to return and become advocates for the brand.

Sharing Personal Experiences:

Social media platforms provide a space for travellers to share their experiences rapidly. Managing online feedback becomes crucial for travel businesses, as positive reviews act as testimonials while constructive criticism offers insights to improve service quality.

Efficient Marketing Channels:

The evolution of marketing channels from traditional approaches to strategic use of search engines is evident. 

Investing in Search Engine Optimization ( SEO ) and Search Engine Marketing (SEM) techniques becomes imperative for increased online visibility and attracting new customers.

Social Media Communication:

Utilizing social media platforms enhances personalized and prompt interactions with customers. 

Travel agencies can showcase exclusive travel deals, offering potential customers a visual feast of enticing travel ideas and creating a more engaged audience.

Appeal to Experience-Hungry Consumers:

Technological advancements enable the sharing of real-time travel experiences, allowing potential travellers to immerse themselves in different cultures virtually. Vlogs and live-streaming inspire individuals to explore new destinations based on authentic experiences.

Personalized Travel Experiences:

Digital tools empower travel agencies to collect and analyze customer data, facilitating personalized travel experiences. 

Understanding customer preferences through data analysis enhances overall service quality and customer satisfaction.

Streamlined Bookings and Transactions:

Digital platforms enable users to instantly search, compare, read reviews, and reserve accommodations, streamlining the booking process for a seamless and efficient user experience.

Top 5 Challenges in Tourism Digital Marketing

In a world of competition, understanding the dynamic shifts in consumer behaviour, overcoming content saturation, managing online reputation, and embracing technological advances become paramount. Crafting a resilient digital marketing strategy for a travel agency is the key to addressing and conquering these challenges, ensuring a distinct and compelling presence in the ever-evolving world of travel promotions.

1. Intense Competition:

In the bustling world of tourism, standing out is crucial. Our digital marketing agency for travel specializes in crafting unique strategies, ensuring your brand rises above the competition, and attracting discerning travellers seeking distinctive experiences.

2. Dynamic Consumer Behavior:

  • Understanding modern travellers’ ever-evolving preferences is a challenge.
  • Our agency delves into consumer behaviour trends, tailoring strategies that resonate personally.
  • Anticipate and meet their evolving expectations seamlessly, ensuring your offerings align with their desires.

3. Content Overload:

The digital landscape is saturated, making it challenging to capture attention. Our digital marketing agency for travel employs compelling and concise content strategies, ensuring your message cuts through the noise and engages potential clients with precisely curated information and visuals.

4. Managing Online Reputation:

  • Maintaining a positive online presence is paramount.
  • Our expertise in digital marketing for tourism involves strategic reputation management.
  • Shape your narrative, fostering positive reviews and promptly addressing concerns to establish trust among potential clients.

5. Technological Advances:

Our digital marketing agency for travel navigates this terrain, integrating cutting-edge tools and platforms to enhance your online presence. Stay ahead in the tech-driven travel industry, captivating clients with innovation and efficiency.

9 Must-Have Digital Marketing Strategies for Travel Agencies

9 Must-Have Digital Marketing Strategies for Travel Agencies

In the world of digital marketing for travel industry, knowing your audience is the first step. Precision demographic identification involves understanding your potential travellers’ age, interests, and preferences. Our digital marketing strategy for travel agency focuses on this meticulous identification to create personalized and effective campaigns that resonate with specific demographics.

1. Understanding Your Target Audience

Market research becomes the compass guiding your strategies. Our digital marketing for tourism service delves into comprehensive market research to uncover general trends and specific traveller preferences for your business. This insight allows us to tailor campaigns that align with your target audience’s desires, enhancing engagement and conversion rates.

The creation of hyper-targeted buyer personas is the cornerstone of effective marketing. With our digital marketing agency for travel, we go beyond demographics. We craft detailed buyer personas, incorporating preferences, behaviours, and travel aspirations. This tailored approach ensures that every marketing effort speaks directly to the hearts of potential clients.

2. Building a Responsive and User-Friendly Website

In an era where mobile devices dominate, having a responsive website is non-negotiable. Our digital marketing strategy for travel agency emphasizes creating websites that seamlessly adapt to various devices. Whether on a laptop or a smartphone, your potential clients experience a consistent and user-friendly interface.

  • User experience (UX) serves as the silent ambassador of your brand.
  • In the travel industry, our digital marketing for tourism emphasizes industry-specific UX design.
  • Industry-specific UX design ensures an appealing website, providing an intuitive and enjoyable journey.
  • Enhancing overall interaction with your brand is a core focus.
  • The travel industry thrives on visuals and experiences.
  • Our strategy integrates immersive visuals and content tailored for travel enthusiasts.
  • Engaging storytelling and captivating visuals allow potential clients to envision their travel experiences.
  • It fosters a connection beyond the screen.

3. Search Engine Optimization (SEO) Strategies

Keywords are the keys to unlocking visibility. Our digital marketing agency for travel conducts laser-focused keyword research specific to the travel industry. This strategic approach ensures that your content aligns with what potential clients are searching for, enhancing your search engine rankings.

SEO isn’t a one-size-fits-all concept. Our approach involves tailoring both on-page and off-page SEO strategies to the nuances of the tourism sector. From optimizing website content to building authoritative backlinks, our digital marketing for travel agencies ensures a comprehensive SEO strategy.

4. Content Marketing for Travel Agencies

In the realm of travel, stories and itineraries are the currency. Our digital marketing strategy for travel agency strongly emphasises crafting compelling narratives. Whether sharing unique travel stories or designing enticing itineraries, our content marketing approach captivates and inspires.

  • Diversity is the key to capturing attention. 
  • Our strategy involves leveraging a multichannel approach, incorporating blogs, videos, and visuals. 

This diverse content strategy ensures that your message reaches potential clients through their preferred medium, maximizing engagement.

Authenticity resonates deeply in the travel industry. 

  • Our strategy includes amplifying authenticity through user-generated content. 
  • Encouraging clients to share their experiences not only creates a community but also serves as powerful testimonials, building trust among potential travellers.

5. Social Media Marketing

Not all social media platforms are created equal. Our strategy involves selecting industry-relevant platforms tailored to the travel sector. Whether it’s Instagram for visual storytelling or Facebook for community building, we ensure your presence where potential clients actively engage.

Social media is a sharing hub. Our strategy focuses on creating shareable content that resonates with travel enthusiasts. Additionally, we run targeted ads, ensuring that your content reaches a wide audience and the specific demographics interested in travel.

Community is at the heart of social media. Our approach includes community building and engagement strategies aligned with traveller interests. From hosting Q&A sessions to running polls, we create a space where potential clients actively participate and engage with your brand.

6. Email Marketing Campaigns

Our strategy starts with building highly targeted email lists. We understand that one size doesn’t fit all, and segmenting these lists ensures personalized campaigns that resonate with different traveller segments.

It harnesses automation for timely and relevant travel communications. From sending out personalized offers based on user behaviour to automated follow-ups, we ensure that your audience receives the right information at the right time.

7. Influencer Marketing in the Travel Industry

Influencers in the Travel Realm:

  • Influencers have an important influence on the travel industry.
  • Our strategy involves identifying and aligning with key travel influencers.
  • Collaborations span from travel bloggers to social media personalities.
  • Ensuring resonant collaborations that align with your target audience.

Authenticity through User-Generated Content:

  • User-generated content from influencers adds authenticity.
  • Measuring the impact of influencer campaigns is crucial.
  • The strategy involves rigorous analytics.
  • Tracking campaign impact, from engagement metrics to conversion rates.
  • Every collaboration contributes meaningfully to your digital marketing for travel industry.

8. Online Reputation Management

Online reputation is fragile yet crucial. Our strategy involves vigilant monitoring and strategic responses to customer reviews. We understand the power of positive testimonials and address negative feedback systematically, showcasing your commitment to customer satisfaction.

Positive experiences are your best marketing assets. Our strategy includes showcasing these positive testimonials and travel experiences. From creating a dedicated section on your website to featuring them in marketing materials, we highlight the real value your agency provides.

Negative feedback is an opportunity for improvement. Our strategy addresses negative feedback systematically. By responding promptly, acknowledging concerns, and implementing improvements, we turn challenges into opportunities, enhancing your agency’s overall reputation.

9. Analytics and Performance Measurement

Key performance indicators (KPIs) shape your journey. Our strategy involves defining KPIs aligned with your travel business objectives. Whether it’s conversion rates or engagement metrics, we ensure that every metric chosen contributes meaningfully to your overarching goals.

  • Specialized tools enhance precision:

Our strategy includes utilizing advanced analytics tools tailored for the travel industry. From tracking customer journeys to analyzing booking patterns, these tools provide insights beyond generic analytics, offering a deeper understanding of your audience.

  • Data drives decisions in the world of digital marketing for travel industry:

Our strategy revolves around making informed, data-driven decisions. Continuous optimization is the goal, ensuring that every aspect of your digital marketing efforts evolves based on real-time data, maximizing effectiveness.

ROI Minds: Elevate Your Travel Agency through Strategic Digital Mastery

elevant your travel agency through strategic digital mastery

Embark on a transformative journey with us as we elevate your travel agency through strategic digital mastery! At ROI Minds, we understand the heartbeat of the travel industry and specialize in crafting unparalleled digital marketing strategy for travel agency.

✈️ Digital Brilliance for Travel Excellence:

In a world where pixels meet passion, our digital marketing agency for travel industry stands out. We don’t just create campaigns; we craft captivating narratives that resonate with wanderlust souls. 🚀

🌐 Strategic Digital Mastery Unleashed:

Unlock the true potential of your travel agency with our strategic digital mastery. From laser-focused SEO strategies 🎯 to immersive content experiences 📸, we’ve got your back. Our team doesn’t just follow trends; we set them! 🌈

💡 Why Choose ROI Minds?

  • Tailored Solutions: We customize strategies to fit your unique identity.
  • ROI-Driven Approach: With our data-backed, ROI-centric strategies, watch your investments bloom into returns.
  • Innovative Campaigns: Be it social media magic or influencer alchemy, we bring innovation to every campaign.

Let’s embark on this adventure together – ROI Minds , where excellence meets exploration! 🚀🌍

As we conclude our exploration of digital marketing for tourism industry, envision a future where your agency isn’t just visible but captivating in the digital sphere. With a thoughtfully crafted digital marketing strategy for travel, you have the potential to resonate with diverse audiences, creating an immersive connection with potential clients. 

It’s not merely about adapting to trends; it’s about embracing a transformative force that turns every click into a journey and every interaction into a shared adventure. Let your agency’s digital presence be a compelling story that beckons travellers to embark on unforgettable experiences.

About Author

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Jaspreet Kaur

Jaspreet is a dedicated professional who loves to learn and improve her skills. She’s great at SEO, content strategy, creating content, and planning content marketing. Her positive attitude shines through in everything she does. Outside of work, she’s passionate about reading and writing poetry.

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Break the Ice Media

1. Research & Discovery

“Research is creating new knowledge.” – Neil Armstrong

Review research from your own organization (if it is available), local, regional and state tourism offices, and relevant industry associations. Here are links to research organizations we reference regularly:

  • Destination Analysts
  • Family Travel Association
  • Longwoods International
  • MMGY Global
  • NYS Tourism Economics Reports
  • U.S. Travel Association

When you approach research, collect everything you find into a folder and then as you comb through it, look for common themes or high-level findings that relate to the goals you are trying to achieve with your marketing plans. Approach this as a learning experience and see what floats to the top.

2. Situational Analysis

In order to plan for the future, you need to recognize where you are today. Take a step back from thinking about next year and focus on the insights you already know.

What are the key attributes of your brand? What types of visitors do you attract? Who is your competition? What is the brand experience of your destination? What trends are you seeing in the travel and tourism industry? Use your data and research as much you can as you explore the answers to these questions.

When summarizing your findings and writing your situational analysis, answer these questions: What is the one truth that can elevate my brand? What makes our brand relevant and differentiating?

Case Study: This campaign used the PESO model to develop a holistic approach to marketing, driving visitation, and hotel occupancy within a destination .

3. Setting Goals & Objectives

“Setting goals is the first step in turning the invisible into the visible.” – Tony Robbins

Start your travel and tourism marketing strategy plan by answering this question: What are the top 3-5 goals that you want to accomplish in the new year? Try using the SMART goal format – make your goals specific, measurable, attainable, relevant and time-based.

  • S : Increasing visitation from 400,000 to 450,000 annually is an example of a specific goal.
  • M : Goals should be measurable – increasing brand awareness is not measurable. Adding a qualifier such as increasing intent to visit of our target audience by 25% , can be measured before and after a campaign.
  • A : They should be attainable ; having a lofty stretch goal is good and motivating but in your one-year plan focus on what is practical and attainable. Be sure to consider the additional resources you have available to positively impact your goal.
  • R : Your goal needs to be relevant – make sure your goals relate to current industry trends and what is happening economically.
  • T : Finally, goals should be time-based – they need a timeline associated with them.

4. Target Audience & Strategy

It is important to know who your audience is when formulating your plans. You may have several audiences or target markets and understanding each one is a must for creating a successful tourism marketing plan. The more specific you are with understanding your audience, the easier it will be to craft your tactical plans and key messages to reach your target.

I explored this topic in-depth with Susan Baier on episode 96 of my podcast, Destination on the Left. In that episode, Susan talked about getting beyond the who, what and where of your audience and getting into the why. She sees the “why” as the most important piece of understanding your customer. It provides the insight needed to tailor communications to speak to them. Take time to think about the audiences you want to reach without thinking about their demographics. Think instead about what they are looking for and what they might find appealing about your brand and why.

Write down your target audiences and then ask yourself, are these targets too general? If you take away the demographics, how would you describe these audiences? Do any ideas come to mind on how you might reach each of them differently?

“The aim of marketing is to know and understand the customer so well, the product or service fits them and sells itself.” – Peter Drucker

We teamed up with Susan Baier and her team, Audience Audit, to research and statistically find out what makes collaborations successful and how important they will be in helping the recovery of tourism. Download a free copy of our Executive Summary to find out the results.

Key Messages

It is important to remember that one message does not fit all. For each audience think about what is most relevant to them. What messages will pique their interest or motivate them to interact with your brand? Does the targeted audience care about what you have to say? Will they be better off for having the knowledge that you are sharing? How will this knowledge help meet your marketing objectives?

In the simplest way, put yourself in the customer’s shoes. Think through how they might perceive your message. You want to make sure there is something in it for them.

Next, consider if your message is timely. Consider where your target customer is in the buying journey and what they need to know at that time. For a travel destination, if the buyer is in the dreaming phase, they are most interested in inspirational messages that appeal to their emotions . If they are in the planning phase, they need more specific information like where to stay, eat and things to do. You can craft the best message for the audience but if it is delivered at the wrong time, it will fall on deaf ears.  Thinking through the timing and hitting the timing right makes the difference between marketing success and failure.

Write down key messages for each of your target audiences. To help get you started, think about where they are in the buyer’s journey . Is there a problem you can help them solve? Are there questions you can help answer?

“Effective, stand-out content is both business-centric and customer-aware.” – Nick Westergaard, author, Brand Now

5. Tactical Plan

A tactical plan is your actionable marketing plan. These are the tasks; the detailed action plan that includes timing and details of all major steps.  Tactics could include collateral, digital marketing, social media , websites, public relations, and trade shows. They can also include conferences, email marketing, word of mouth, direct sales, and lead generation. These are all the things that you will do in order to accomplish your objectives. This section includes a tactical implementation strategy, timeline and budget.

Start your tactical plan as a bulleted list of tactics that will support each marketing objective and reach the identified target audience. Next identify the resources needed to execute each tactic (time and money). With your bulleted list, you can dive deeper into each tactic by expanding on how you will effectively execute on it. This could be a full-blown PR plan with its own set of objectives, strategies, tactics and timelines. It could be a social media calendar identifying key messages, posting times and channels, or it could be a content marketing plan detailing out how you will produce and distribute content across multiple channels. The important thing to focus on in this section is identifying the tactics that will get you to those goals and then following through with a detailed plan of how you will implement each tactic.

This section needs to include your marketing budget with a detailed budget for each tactic. Be realistic with the amount of tactics and your timeline. A solid travel and tourism marketing strategy plan is one that clearly identifies the objectives, strategies and tactics and includes the resources to get it done!

6. Measurement

After building your tactical plan, include how you will measure the effectiveness of the tactic. By pulling together key numbers monthly, our team and and clients have the ability to accurately inform stakeholders on current statistics, identify trends, provide a benchmark for success & growth as well as inform campaign adjustments and course-corrections as needed.

Examples of metrics that you might use include:

  • Impressions
  • Website traffic
  • Followers and follower growth rate
  • Email opens and click rates
  • Social media reactions, comments and shares
  • Media placements
  • Actions taken such as sales conversions, downloads and newsletter sign-ups.

7. Action Plan

Plan out the full year, month by month, detailing which tactics will take place when. Some tactics might be ongoing and happen every month such as social media or email marketing. Other tactics might occur only during certain times of year based on the seasonality of your brand or timing of a trade show. The more detail you can put into your timeline the more likely you will be to stay on track with your plan.

Remember this is a living and breathing document, it’s not written in stone and it can easily be changed and adapted as you move through the year. Just having the plan is a huge step in helping you to achieve your goals in the new year.

“Plans are nothing. Planning is everything.” – Dwight D. Eisenhower

Want more guidance on creating your own travel and tourism marketing strategy? Download our 7 Step Strategic Planning Guide in the sidebar, or access it from our resource library .

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Space travel is the next frontier in tourism, but is it a marketing opportunity?

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By Joanna Lewis | Head of content

The Drum Network article

This content is produced by The Drum Network, a paid-for membership club for CEOs and their agencies who want to share their expertise and grow their business.

February 28, 2024 | 8 min read

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Space tourism used to be the reserve of sci-fi. But, says Joanna Lewis of Relevance, a trip to space is increasingly a reality – if you can afford the price tag.

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More and more people are taking trips beyond the Earth's atmosphere, says Joanna Lewis / Freepik

Space travel is the new frontier for ultra-high-net-worth individuals (UHNWI), giving the world’s wealthiest travelers the chance to view life on Earth from a whole new perspective.

Commercial flights into space are becoming more routine, with the race for space travel being led by Virgin Galactic , SpaceX , Blue Origin, and Space Adventures. However, space tourism remains the reserve of the world’s richest individuals, with space travel companies focusing their marketing efforts on UHNWIs and billionaires.

According to research by UBS, the space tourism market is expected to reach a value of US$3bn (£2.4bn) by 2030. And it’s not surprising, given the global UHNW population in 2022 was 395,070, according to Wealth-X, with a combined wealth of $45,430bn. The total billionaire population stands at 3,194 individuals, with a collective wealth of $11,107bn.

Not only will space tourism add an exciting dimension to where UHNWIs vacation , but it will also provide a lucrative market for successful space tourism companies.

What are the different types of space travel ?

There are several different types of space travel, including orbital, suborbital, and lunar space tourism. Currently, space tourism is primarily focused on orbital and suborbital.

Suborbital space tourism is when the spacecraft reaches space but doesn’t break the gravitational border. Space tourism is currently dominated by suborbital spaceflights, with space travel companies Virgin Galactic and Blue Origin dominating this market. Suborbital flights typically reach altitudes of about 62 miles and give passengers just a few minutes in space and the chance to experience micro-gravity.

Orbital space tourism is when the spacecraft reaches orbit and passengers can spend up to a week orbiting Earth. SpaceX and Space Adventures are the only companies currently offering orbital space tourism.

Who are the key players in space tourism ?

The key players at the forefront of the race to bring space tourism to the masses are Virgin Galactic, Blue Origin, and SpaceX.

Virgin Galactic was established in 2004 by the British entrepreneur and billionaire Richard Branson. It launched its first commercial spaceflight in June 2023 for research purposes only and carried three passengers from the Italian Air Force and National Research Council.

The company took its first paying space travelers aboard Galactic O2 on August 10, 2023. The space tourism flight was launched from New Mexico and took three passengers – mother and daughter Keisha Schahaff and Anastasia Mayers, and Jon Goodwin, an 80-year-old former Olympian – to the edge of space and back, reaching an apex point of 55 miles above Earth and lasting a total of 72 minutes.

Virgin Galactic now offers a monthly cadence of spaceflights, asserting itself as a major player in space tourism. Each flight can accommodate three paying passengers, along with an accompanying astronaut.

Aerospace company Blue Origin was founded by American billionaire Jeff Bezos in 2000. Bezos traveled to space aboard Blue Origin’s New Shepard rocket in 2021, describing the experience as the “best day ever.” His journey into space lasted 10 minutes and 10 seconds and was Blue Origin’s first crewed flight. The flight also took aviation pioneer Wally Funk, and 18-year-old Oliver Daemen, the youngest space traveler.

SpaceX is owned by billionaire Elon Musk and was founded in 2002. In 2021, SpaceX’s Falcon 9 rocket, the first orbital class rocket capable of re-flight, successfully took four passengers into orbit – 363 miles above Earth. A year later, the company, in conjunction with Axiom Space, took four passengers to the International Space Station, where they spent more than a week. According to reports, the passengers paid US$55m each for the trip.

SpaceX is the only space tourism company to send private civilians into orbit and to the International Space Station. To date, the Falcon 9 rocket has undergone 299 launches, 257 landings, and 231 re-flights. SpaceX’s Starship is the world’s most powerful launch system and in the future should be able to carry up to 100 people on long-duration, interplanetary flights.

While space tourism has gained headlines over the past few years as the industry is poised to become more accessible, it has been around for several decades. Indeed, American businessman Dennis Tito was the first space tourist in 2001, visiting the International Space Station while joining two Russian cosmonauts on a supply mission. The trip cost him a reported US$20m.

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How much does a trip to outer space cost?

The cost of space tourism has dramatically decreased since Tito's trip. However, it can vary significantly depending on the type of flight – suborbital or orbital – and on the company.

A Virgin Galactic ticket, for example, costs $450,000; however, even those with the cash to splash will have to join an 800-long waiting list.

Blue Origin does not publicly publish its flight costs. However, according to a space tourist who booked a flight in 2021 aboard Blue Origin, he paid a reported US$28m, although later had to skip the flight due to a “scheduling conflict”.

While the cost of space travel is currently prohibitive except for the world’s wealthiest individuals, there’s no doubt that as technology advances and space tourism companies reach economies of scale, space travel will become more affordable to more people.

What’s next for space tourism ?

Beyond commercial flights becoming more regular and more affordable, space tourism companies are already setting their sights on extended stays in space. In 2018, Orion Span, a galactic experience company, launched plans for an extended stay in a luxury space hotel – the Aurora Station – on the moon. The experience will reportedly set travelers back $9.5m.

Content by The Drum Network member:

marketing strategy of travel and tourism

Relevance is a strategic and creative digital marketing agency specialising in profiling and targeting Ultra-High-Net-Worth-Individuals for the world's most exclusive brands and companies. Our agency has been marketing high-value goods, services, and experiences to this audience for over a decade, successfully driving the world's wealthiest individuals to take action. From niche collaborations to 360° support, we can provide a full-service solution or work on a project-by-project basis. Based in Monaco and the UK, our team of international and multilingual experts excel at building brand identities, delivering cutting-edge websites and creating innovative digital strategies with SEO, paid and social advertising, media buying, social media, influencer marketing, PR, content marketing, and CRM to help our clients grow their businesses. We work with a select portfolio of clients within the ultra-luxury sector, including real estate and hospitality, private travel (yachts, jets and supercars), wellbeing, gastronomy, fashion and apparel, jewellery and accessories, and finance.

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All the Tourism and Travel Statistics You Need to Know in 2024

Aurelio Maglione

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Global travel trends 2024, the economic impact of tourism, consumer behavior and preferences, digital transformation in tourism, marketing strategies, sustainability and ecotourism.

In 2024, the world of tourism has finally left behind the constraints of the Covid era and embraced a future where digital nomadism and sustainability are integral to the travel experience. As the industry evolves, it is imperative to understand the dynamics at play, from emerging destinations to technological advancements, not to mention the latest marketing best practices and shifts in consumer preferences.

To help you stay ahead of the competition in such a dynamic landscape, we’ve compiled the key trends, studies and statistics that every tour and activity provider should know in 2024. For those in the industry, this article serves as a compass to guide strategic decisions and inspire the creation of experiences that meet the desires of today’s traveler. Without further ado, let’s dive right in!

More than a third of tourists (36%) are looking to vacation near water because of global warming.

  • Most consumers will try to find a compromise between their desire for luxury and their financial limitations. For example, 47% of parents might take their children out of school to travel during off-peak hours, while 39% of pet owners might take their furry friends with them to save on pet-sitting fees. – Booking.com
  • In 2024, relaxing and unwinding will be the top travel motivation for people of all ages and genders. – Hilton
  • Compared to 2023, inbound overnight stays are expected to increase by 17.4% this year. – Statista
  • More than a third of tourists (36%) are looking to vacation near water because of global warming. – Booking.com

Travelers' desire to immerse themselves in local cultures is undeniable, as evidenced by a massive 125% increase in searches for unique accommodations such as ryokans, traditional Japanese inns

  • In 2024, 24% of business travelers plan to bring a friend or relative along on a business trip. – Hilton
  • Travelers’ desire to immerse themselves in local cultures is undeniable, as evidenced by a massive 125% increase in searches for unique accommodations such as ryokans, traditional Japanese inns, and Moroccan riads with their charming courtyards. – Expedia
  • Cultural experiences dominated travel bookings in 2023, with museums, monuments and galleries leading the way at 60%. City walking tours (55%) also saw a surge in popularity, reflecting the desire for deeper engagement with destinations. Meanwhile, leisure activities round out the podium in third place, booked by 49% of tourists. – GetYourGuide
  • The sports tourism sector is experiencing a surge in popularity, with sales of packages sold through travel agents expected to grow by 15% through 2024. This growth is due in part to major sporting events such as the Paris Olympics and UEFA EURO 2024 in Germany, which are expected to attract significant numbers of international travelers. – Euromonitor

By 2024, the travel experience industry (which includes tours, activities, attractions, and the entire "things to do" category) is expected to be worth $375 billion

  • Driven by demand for leisure activities, global spending on tourism is expected to reach $2 trillion, surpassing its previous peak. – Euromonitor
  • Due to the increased flexibility that remote and hybrid work arrangements offer people around the world, blended travel – the combination of business and leisure – is expected to reach $300 billion by 2024. – Euromonitor
  • By 2024, the travel experience industry (which includes tours, activities, attractions, and the entire “things to do” category) is expected to be worth $375 billion. – GetYourGuide
  • The tourism industry is on a strong recovery path. According to UNWTO, international tourism reached 88% of pre-pandemic levels in 2023, with 1.3 billion arrivals. A full recovery is expected by the end of 2024, driven by pent-up demand, improved air connectivity and a recovering Asian market. – UNWTO
  • That being said, the tourism industry’s post-pandemic comeback faces a significant obstacle: a critical shortage of workers. Many businesses will continue to struggle to meet the surge in demand due to a lack of qualified staff. – UNWTO

Millennials (those born between 1981 and 1996) are the generation that relies most on generative AI tools like Copilot, Gemini, and ChatGPT to plan their trips (14% of them).

  • 42% of Gen-Z (people born between 1997 and 2012) plan their vacations inspired by the short videos they see on platforms like TikTok and Instagram. – Deloitte
  • Millennials (those born between 1981 and 1996) are the generation that relies most on generative AI tools like Copilot, Gemini, and ChatGPT to plan their trips (14% of them). – Deloitte
  • Most people (55%) would rather travel without a plan, and two-thirds (69%) choose flexible schedules that allow them to make adjustments along the way. – Booking.com
  • 64% of international travelers say they intend to reduce discretionary spending in other areas in order to afford leisure travel. – Hilton
  • Millennials and Gen Z travel three times as much as boomers. – Rezdy

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  • TV shows have a greater impact on individuals’ travel planning decisions than podcasts, Instagram and TikTok. In fact, more than 50% of consumers have been motivated to explore or finalize travel arrangements to a destination featured in a movie or TV series. – Expedia
  • 40% of consumers said they would be willing to attend a concert as an excuse to explore a new destination, while 30% would be motivated to travel if they found cheaper ticket options elsewhere. – Expedia
  • A Vrbo study shows that one-third of consumers plan to increase their travel activities in 2024. As a result, people are inventing new and exciting occasions to commemorate with travel, including “puppymoons” and celebrations of first dates called “first-dateiversaries.” – Expedia
  • A significant portion of global consumers (38%) are taking a cautious approach to their spending habits, prioritizing essentials such as food, housing and basic necessities. – NIQ
  • Travel remains a top priority for many, with a significant portion of consumers (44%) planning to spend more on tours and activities in 2024 compared to the past. – GetYourGuide
  • 75% of consumers report that a single negative interaction with a business can significantly impact their day, highlighting the vital role of exceptional customer service. – Zendesk

40% of consumers said they would be willing to attend a concert as an excuse to explore a new destination, while 30% would be motivated to travel if they found cheaper ticket options elsewhere.

  • 80% of travelers prefer to plan their vacations entirely online, according to Hilton’s latest Trends Global Survey. – Hilton
  • By 2025, 2.77 billion consumers are expected to shop online, a customer base larger than the population of China itself. – Oberlo
  • Global e-commerce sales are set to reach unprecedented levels, with a forecast of $58.74 trillion by 2028. – Optinmonster
  • By 2025, mobile shopping will generate an astounding $728.28 billion, demonstrating the systematic shift from desktops to pocket-sized devices. – Optinmonster
  • Data reveals a gender gap in online shopping behavior, with women representing a larger segment (53.4%) of e-commerce users compared to men (46.6%). – AMZ Scout
  • Millennials are driving e-commerce: A staggering 91% prefer to buy online, compared to just 9% who shop exclusively in physical stores. – Onlinedasher

80% of travelers prefer to plan their vacations entirely online, according to Hilton's latest Trends Global Survey.

  • Nearly half of consumers (41%) use social media platforms to discover new products, highlighting their importance for brand awareness and engagement. – Mintel
  • A Tripadvisor survey found that 75% of respondents consider online reviews “extremely or very important” when planning their next trip. – TripAdvisor
  • Consumers crave in-depth information before making a purchase decision: 68% of them are significantly more likely to book after reading a long-form review compared to shorter summaries. – TripAdvisor
  • While Facebook will maintain its dominance as the most widely used social platform, video-centric apps like TikTok, Instagram, and YouTube will continue to see explosive growth in 2024. – Hubspot
  • Compared to other formats, short-form videos have the highest return on investment. – Hubspot

A Tripadvisor survey found that 75% of respondents consider online reviews "extremely or very important" when planning their next trip.

  • More than half of tourists (53%) are looking for accommodations that combine the latest sustainable practices with comfort. – Booking.com
  • A remarkable 19% of consumers worldwide actively identify as sustainability “evangelists,” demonstrating a strong commitment to environmentally responsible practices. – NIQ
  • The travel industry is experiencing a significant shift towards sustainability, with 90% of consumers actively seeking out eco-friendly options when planning their travel. – Expedia
  • Nearly 3 in 5 travelers have chosen greener transportation or accommodations for their vacations. – Expedia
  • The ecotourism industry has experienced impressive growth, reaching a global market size of $172.4 billion. – Statista

A remarkable 19% of consumers worldwide actively identify as sustainability "evangelists," demonstrating a strong commitment to environmentally responsible practices.

In 2024, the travel industry landscape is more dynamic and constantly evolving than ever before, shaped by a convergence of economic, technological and social drivers. Understanding these trends is critical for tour and activity providers to remain competitive and meet the evolving needs and preferences of today’s travelers.

Key takeaways

  • Embrace sustainability : Integrate green practices and highlight your commitment to responsible tourism.
  • Prioritize digital transformation: Offer seamless online booking experiences and harness the power of social media and online reviews.
  • Create unique and authentic experiences: Meet the growing demand for cultural immersion and personalized experiences.
  • Adapt to changing consumer behavior: Stay abreast of the latest trends in travel planning, consumer preferences, and technological advances.

By strategically aligning your offerings and marketing efforts with these key insights, you can position your tour and activity business for success in 2024 and beyond.

Ready to take your business to the next level?

Regiondo empowers tour and activity providers with a comprehensive suite of tools to manage bookings, sell tickets online and connect with major OTAs. Book a free demo today and discover how Regiondo can help you streamline your operations, attract new customers and achieve your business goals.

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Reasons we love Alberta’s new long-term tourism strategy

Date: Feb 21, 2024

Last week, the Government of Alberta announced a new long-term tourism strategy. This strategy will drive alignment across the sector and provide a road map to unlocking the full economic, social and cultural potential of our visitor economy.  

There is a lot to love about this strategy, from an ambitious new goal, to the extensive engagement that informed the approach, to the five key pillars that will guide us moving forward. Keep reading to learn five key things we love about this strategy.

An ambitious new target

The long-term tourism strategy outlines a plan to grow tourism revenues in the province to $25 billion by 2035. This ambitious new target is greater than previous commitments to grow tourism revenues in the province to $20 billion by 2030 and demonstrates Alberta’s commitment to tourism as a key driver of Alberta’s economy.

This new goal takes into account Alberta’s faster-than-expected recovery to pre-pandemic levels in 2022, which helped us achieve the goals of our Bootstrap Plan nearly two years ahead of schedule.

Tourism is Alberta’s #1 service export and plays a key role in our growing economy. More than doubling the size of tourism industry will establish tourism as an essential part of Alberta’s economic development agenda. 

marketing strategy of travel and tourism

Extensive engagement

Over the past four years, the Government of Alberta and Travel Alberta engaged with communities and businesses across Alberta to understand the needs of the industry.

Feedback centered on five categories: building new and enhanced products, improving access, competitive marketing, creating a supportive operating environment, and investing in Indigenous Tourism.

The priorities outlined in the long-term tourism strategy align well with Travel Alberta’s Bootstrap Plan and provide a north star to guide our work as we move forward.

Five key pillars

Based on feedback and engagement from the tourism industry, this strategy outlines five key pillars that will guide the future of our sector:

  • Leadership and Alignment - Drive growth of the visitor economy through coordinated government action and an industry-leading, commercially focused Travel Alberta.
  • Competitive Product - Drive increased private capital for world-class, year-round nature-based tourism experiences, creating sustainable economic opportunities and increasing tourism revenues across the province.
  • People and Careers - Develop and implement policies that address short- and long-term labour challenges for employers, enabling communities to retain and attract residents.
  • Expansion of Access - Ensure visitors have safe, affordable and convenient access to and throughout Alberta, in all seasons.
  • Indigenous Tourism - Support Indigenous communities and entrepreneurs to deliver authentic experiences and share stories of their lands, cultures and peoples.

marketing strategy of travel and tourism

A focus on Indigenous tourism

The inclusion of Indigenous tourism as a pillar in this strategy signifies Alberta’s commitment to supporting and partnering with Indigenous Peoples.

Indigenous tourism is a tool for economic reconciliation and provides a platform for Indigenous communities to share their cultures with the world. And the Indigenous tourism industry is booming – one in three international travellers are looking for authentic Indigenous tourism experiences.

In alignment with this strategy, we are excited to continue our work with Indigenous Tourism Alberta, investing in Indigenous tourism operators across the province.

Driving industry alignment

Travel Alberta is well-positioned to bring together various groups to support destination development across the province. This includes convening public and private investment to support signature developments and all-season resorts that inspire year-round, overnight visitation from domestic and international travellers.

Through our continued investments across marketing, access and place, investment in and partnership with Indigenous communities and organizations, and an increased focus on economic development, Travel Alberta is well positioned to drive tourism growth across the province.

The time for action is now. The competition to attract tomorrow’s visitors, both domestic and international, intensifies by the day. This strategy outlines a bold, visionary approach to create new provincial mountain destinations, unleash tourism’s potential and accelerate responsible and sustainable growth of the industry. Government of Alberta long-term tourism strategy

Click here to read the tourism strategy on the Government of Alberta's website. 

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  • Deployments are most successful when humans and AI learn from each other—and when organizations commit to continuous improvement.
  • Leaders should encourage their teams to experiment early and often. An openminded approach to AI can lead to unexpected use cases.
  • While managing risks and implementing responsible AI principles are essential, organizations that engage fully with the technology can achieve wider societal benefits.

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/ article, ai’s surprises, innovations, and big wins.

By  Shervin Khodabandeh and  Sam Ransbotham

Key Takeaways

Shervin Khodabandeh , a BCG managing director and senior partner, and Sam Ransbotham , a professor of business analytics at Boston College and AI editor at MIT Sloan Management Review , are the cohosts of Me, Myself, and AI, a podcast that explores how experts in various fields are bringing innovation to life with AI.

Who would think the noise of a coffee machine could enhance automotive design?

That’s what happened at Porsche , where one AI developer built a sound recognition algorithm that could tell a cappuccino from an espresso—a technology that turned out to be perfect for fine-tuning car-door seals to prevent exterior noise.

At Delta Air Lines , a career-pathway program prepares flight attendants, baggage handlers, and other frontline workers for analytics roles within the company. Home Depot is using AI to help online customers choose the right items for their repair projects, while travel booking companies like Expedia and Airbnb are using AI to limit fraud and ensure the safety of travelers.

These are just a few of the stories we’ve covered on the Me, Myself, and AI podcast . Coproduced by BCG and MIT Sloan Management Review , the podcast—now wrapping up its eighth season—offers an episode-by-episode look at AI’s ongoing evolution. The experts we’ve interviewed, and the organizations they represent, aren’t just putting AI into services and workflows—they're redefining how companies create value with artificial intelligence.

Key Insights from AI Experts

Our guests have offered a wealth of guidance that can help leaders in any industry engage AI with confidence instead of uncertainty. Here are some of the common themes.

Learn from—and with—AI. Many guests have spoken about their deployment of powerful machine-learning solutions. But they’ve also emphasized the significant advantages created when humans and AI learn from each other, confirming similar findings from MIT Sloan Management Review and BCG. And learning itself can be an AI use case—as demonstrated by language training service Duolingo , which uses AI to create personalized curricula for customers. Elsewhere, LG Nova , a startup incubator at LG Electronics, is exploring the use of augmented reality in upskilling.

Commit to continuous improvement. Gina Chung, formerly a vice president of innovation at DHL and now vice president of corporate development at Locus Robotics, stressed that “ the first day for AI is the worst day .” In other words, improvements will snowball. Consider an algorithm during the initial pilot phase: as it ingests more and more data while learning from workers, it becomes so accurate that those same workers soon embrace it as a core element of their jobs.

Experiment early and often. A spirit of experimentation, and even play, should guide your company’s AI efforts. When your people try out pilots and test deployments, they’ll find plenty of value—even in places where they didn’t expect the technology to offer advantage.

Once in the sandbox, developers will build algorithms and solutions that could turn out to be useful—and in more ways than one. “[Systems] are showing tremendous capacity to adapt themselves to novel circumstances,” said Capital One’s Prem Natarajan . “We can start using them in our pet projects and our enterprise-wide initiatives.”

Keep an open mind about AI. The podcast has highlighted some eye-opening, ambitious use cases. NASA’s Perseverance rover captures images of the Mars landscape with onboard AI technologies. UC Berkeley researchers analyze imaging and electronic health records to determine why some individuals get cancer and some don’t. Meanwhile, researchers at Harvard Business School and Microsoft are using large language models to simulate focus groups and provide marketers with an enhanced view of customer preferences across broad populations.

The bold use of AI technology doesn’t stop there; guests have described deploying AI to personalize services, fight fraud, and protect endangered species. Other potential GenAI use cases could bolster operations, research, HR, marketing, and product development.

Like Porsche’s use of sound algorithms in car design, the link between AI and a task isn’t always obvious. But keeping an open mind about what’s possible with the technology can lead to unexpected results. Take Jumpcut , an entertainment-industry startup, which deploys AI technology to help film and television producers identify scripts with the potential to resonate with large audiences—and in the process gives fresh, diverse voices a better chance of breaking through in Hollywood.

Make the most of human-AI collaboration. A person working without AI isn’t as effective as they could be, and AI’s capabilities often fall short without human guidance. But an organization can flourish when the two elements are joined. Research by BCG and MIT Sloan Management Review found that when AI is in place, workers are happier and collaborate more effectively—a link the podcast frequently examines.

Aflac uses AI to handle routine insurance claims, freeing its staff to focus on serving customers with more complex claims. Intel , meanwhile, is exploring the very nature of human-AI collaboration, with a social sciences department that interviews the company’s technicians about their experiences using AI to learn how to make the technology more helpful.

While many leaders are starting to prioritize human-AI collaboration for greater efficiency, they must also make this union systematic and ongoing. Create multiple ways for people and AI to interact regularly—as LinkedIn does, flexing its “ collaboration muscle ” by frequently having different teams and functions work together to make the most of data and AI solutions.

Prepare your talent for AI. People drive the effort to reshape functions and create new business models with AI. Their technical abilities must fit the task, but recruiting the perfect candidate with the perfect skill set can’t be the sole objective of an AI talent management strategy. You don’t need an AI unicorn, as Colin Lenaghan of PepsiCo pointed out; instead, organizations should bring people with different skills together.

But engaging AI to the fullest takes more than technical skills. Curiosity and a collaborative mindset are just as important. When it comes to finding employees who work well with AI, Amit Shah , a board member at Blue Apron and formerly the president of 1-800-FLOWERS, told us that he emphasizes a learning quotient, a capacity to adapt to new conditions. Staff with this capacity are well-equipped to ask questions that go beyond functional competency and probe the ethical and strategic implications of the technology.

For leaders, developing the AI expert of the future means breaking away from traditional ways of thinking. Don’t box people in, because talent can come from anywhere—as our ensemble of podcast guests makes clear.

Address risk and trust with responsible AI. Deploying AI is not only about optimizing workflows. Users of AI face the risks of misuse, bias, abuse, and ethical challenges. The importance of implementing responsible AI principles and guidelines has been a constant theme of the podcast, and our guests are applying those principles to help their organizations manage a spectrum of potential threats.

Instagram uses machine learning and advanced analytics to assess the sentiment of user conversations, the tone of posts and interactions, and the content within images—countermeasures that help safeguard users from offensive content that other technologies might miss. Expedia focuses on preventing fraud and abuse of trust, which impacts the safety of all travelers; in one year alone, the company saved over $2 billion by identifying and blocking fraud attempts. Another travel company, Airbnb, regularly gathers disparate teams focused on data privacy, information security, antidiscrimination, and trust to discuss AI risks.

Use AI for good. You need to manage AI’s risk to boost revenue and find efficiency. But the obligations—and benefits—don’t end there. You can also achieve wider societal benefits when you engage the technology. For example, Instagram’s AI-fueled social media platforms give us troves of data on issues like teen literacy—data that we’ve never had access to before, let alone analyzed.

Guest Damini Satija of Amnesty International spoke of democratizing access to technology, envisioning an ideal future “where we’re able to give power to those who typically have not had a voice in what technologies are developed—and how [the technologies] are used to their benefit.”

“We really have to think globally about how AI is deployed on behalf of humans and what makes us human,” said Kay Firth-Butterfield , formerly head of AI at the World Economic Forum. “And where we want to be maybe in 15 or 20 years, when AI can do a lot of the things that we are doing currently.”

Over eight seasons, Me, Myself, and AI has covered the many ways that humans and AI are evolving together. But it always comes back to people. Diverse, energized, open-minded professionals who have made technology innovation their career are at the forefront of society’s use of AI. Leaders everywhere can follow their example and innovate with bold new AI implementations that elevate human potential.

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Managing Director & Senior Partner

Los Angeles

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Professor, Boston College; AI Editor, MIT Sloan Management Review

ABOUT BOSTON CONSULTING GROUP

Boston Consulting Group partners with leaders in business and society to tackle their most important challenges and capture their greatest opportunities. BCG was the pioneer in business strategy when it was founded in 1963. Today, we work closely with clients to embrace a transformational approach aimed at benefiting all stakeholders—empowering organizations to grow, build sustainable competitive advantage, and drive positive societal impact.

Our diverse, global teams bring deep industry and functional expertise and a range of perspectives that question the status quo and spark change. BCG delivers solutions through leading-edge management consulting, technology and design, and corporate and digital ventures. We work in a uniquely collaborative model across the firm and throughout all levels of the client organization, fueled by the goal of helping our clients thrive and enabling them to make the world a better place.

© Boston Consulting Group 2024. All rights reserved.

For information or permission to reprint, please contact BCG at [email protected] . To find the latest BCG content and register to receive e-alerts on this topic or others, please visit bcg.com . Follow Boston Consulting Group on Facebook and X (formerly Twitter) .

IMAGES

  1. How to Create a Travel & Tourism Marketing Strategy

    marketing strategy of travel and tourism

  2. Marketing in Tourism Strategies

    marketing strategy of travel and tourism

  3. 15 Destination Marketing Strategies to Attract More Visitors

    marketing strategy of travel and tourism

  4. Developing a tourism marketing plan in a changing world

    marketing strategy of travel and tourism

  5. Creating Your Travel and Tourism Marketing Strategy and Plan

    marketing strategy of travel and tourism

  6. Tourism Marketing Blueprint

    marketing strategy of travel and tourism

COMMENTS

  1. Tourism Marketing: A Guide to Effectively Market Your Tours and

    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.

  2. Tourism Marketing: 12 Strategies for Success With Examples

    What Is Tourism Marketing. Tourism marketing is simply any marketing strategy 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.

  3. The 8-Step Tourism Marketing Strategy (Free Template)

    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.

  4. Tourism Marketing Strategies for 2021 and Beyond • Regiondo

    The tourism landscape is ever-changing, and so are tourism marketing strategies. We have compiled a list of 14 essential tourism marketing strategies that tour and activity providers can use to fuel their business growth in 2021 and beyond. ... According to the World Travel and Tourism Council (WTTC), travel and tourism grew by 3.9 percent in ...

  5. 6 Strategies for Harnessing Travel and Tourism Marketing

    6 Travel and Tourism Marketing Strategies. Here are 6 travel and tourism marketing strategies that will help map out your next travel campaign. 1. Use geotargeting to reach nearby consumers. Geotargeting is the practice of delivering content to a consumer—via mobile or web—using the geographic location information of the recipient. For ...

  6. Travel Marketing 101: Everything You Need to Know

    Whether traveling for business or leisure, going by air or train or car, the desire to travel is real. Telling your target audience how you will be providing value and keeping them safe is essential. Step #1, know your audience. Step #2, connect with them. Step #3, embrace a multi-channel strategy.

  7. 8 travel marketing tips and strategies for 2023

    1. Develop a mobile strategy. With the accessibility and capability of travel apps such as Hotels.com and Airbnb, travel marketers must design and implement a specific strategy compatible with mobile devices. The mobile customer experience must match -if not exceed- the quality of the online travel marketing strategies. Source.

  8. How to Create a Travel & Tourism Marketing Strategy

    Step 3: Know Your Customers. It's imperative to be close to your data when developing a marketing strategy. In order to do this, you need a customer relationship management system (CRM). A CRM will help you accurately track your company's interactions with a current or potential customer.

  9. Master Tourism Marketing: Strategies for a Thriving Business

    Effective tourism marketing begins with a deep understanding of your target audience. To attract and engage potential visitors, it's vital to recognize their preferences and interests. Some are attracted to cultural heritage, while others seek vibrant nightlife or culinary experiences. To understand a range of demographics, conduct thorough ...

  10. What are The 7 Ps of Travel and Tourism Marketing

    the sixth of the 7 Ps of tourism marketing is the process. The process that a customer goes through from the moment they book your activity to when they finally complete the tour should be as pleasant, convenient, and seamless as possible. Customers should be able to access any information they need with ease including their itinerary, booking ...

  11. Marketing in Tourism Strategies

    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.

  12. Destination Marketing Strategies that Attract Attention

    Destination marketing strategies and best practices. Drive travel and tourism to your destination by showing consumers what makes it better than the alternative. Increase awareness about your region and strengthen its reputation with these marketing strategies: 1. Define your destination's unique selling point (USP).

  13. How to Build a Tourism Marketing Strategy or Plan in 6 Easy Steps

    So make sure you know exactly who that is. 2. Create Clear Goals. Your marketing strategy should have very clear goals. This way, you'll be able to measure whether your marketing is effective or whether you need to reassess your strategy to help reach your goals. Each goal that you come up with should be a SMART goal:

  14. FACT SHEET: 2022 National Travel and Tourism Strategy

    The federal government will work to implement the strategy under the leadership of the TPC and in partnership with the private sector, aiming toward an ambitious five-year goal of increasing American jobs by attracting and welcoming 90 million international visitors, who we estimate will spend $279 billion, annually by 2027.. The new National Travel and Tourism Strategy supports growth and ...

  15. 6 Travel Marketing Ideas to Attract Tourists in 2024

    6 marketing ideas for travel and tourism. Here are some travel marketing campaigns you can implement: Have a well-designed website. Create a robust content marketing strategy. Optimize your website for search. Harness the power of social media ads. Collaborate with influencers.

  16. Travel & Tourism Digital Marketing Strategies to Try in 2023

    7 Travel & Tourism Digital Marketing Strategies to Boost Online Revenue. At Inflow, we have helped many travel and tourism brands find long-term success through digital marketing. Typically, this is done through customized strategies reflecting each brand's strengths, limitations, and goals.

  17. What Is Tourism Marketing?

    In summary, tourism marketing is the strategic promotion and selling of travel-related products and experiences. It involves understanding consumer behavior, creating compelling messages, and deploying various marketing tactics to reach and engage with potential travelers.

  18. Top 15 Tourism Marketing Strategies for 2024

    A tourism marketing strategy is a well-thought-out plan that outlines how a business in the travel sector will reach and engage its target audience. It encompasses a myriad of activities, from understanding your audience to embracing the latest technological advancements.

  19. The International Marketing of Travel and Tourism

    Provides a strategic perspective to the marketing of travel and tourism (e.g strategic alliances, breakdown of commercial borders, advances in new technologies etc.) Thoroughly international throughout with numerous examples and illustrations Examines specific issues that are influencing tourism marketing today, including coverage of human resources strategies, service quality and the internet

  20. 9 Essential Digital Marketing for Tourism Industry Strategies

    Utilize platforms to amplify the reach and impact of travel agency content. 4. Strategic Digital Marketing Plans: Develop a nuanced understanding of the target audience and digital landscape. Formulate a proficient digital marketing strategy for travel agency. 5.

  21. 6 Mobile Marketing Strategies for Travel Businesses

    OTT (over-the-top) messaging apps like WhatsApp, Facebook Messenger, and WeChat have become hugely popular worldwide. For example, WhatsApp has over 2 billion active users worldwide. If you want to reach a global audience with your tourism and travel marketing efforts, then getting started with OTT messaging apps is the first step.

  22. Creating Your Travel and Tourism Marketing Strategy and Plan

    Planning is the most critical thing that we can do for our organizations if we want to continue to grow and be successful. Our process for travel and tourism marketing strategy planning has 7 steps: Research & Discovery, Situational Analysis, Goals & Objectives, Audience & Strategy, Tactical Plan, Measurement and Action Plan. 1.

  23. Marketing Strategies of Travel and Tourism Industry

    Marketing Strategies of Travel and Tourism Industry. Travel and Tourism is an assemblage of all the leisure, luxuries, comfort, travel products, and services provided by suppliers including ...

  24. Space travel is the next frontier in tourism, but is it a marketing

    According to research by UBS, the space tourism market is expected to reach a value of US$3bn (£2.4bn) by 2030. And it's not surprising, given the global UHNW population in 2022 was 395,070 ...

  25. All the Tourism and Travel Statistics You Need to Know in 2024

    In 2024, relaxing and unwinding will be the top travel motivation for people of all ages and genders. - Hilton. Compared to 2023, inbound overnight stays are expected to increase by 17.4% this year. - Statista. More than a third of tourists (36%) are looking to vacation near water because of global warming. - Booking.com.

  26. Reasons we love Alberta's new long-term tourism strategy

    An ambitious new target. The long-term tourism strategy outlines a plan to grow tourism revenues in the province to $25 billion by 2035. This ambitious new target is greater than previous commitments to grow tourism revenues in the province to $20 billion by 2030 and demonstrates Alberta's commitment to tourism as a key driver of Alberta's ...

  27. Investigation into the festival brand co-creation mechanism: extended

    ABSTRACT. Festival branding is of great significance to festival tourism marketing and competitive advantage. The research framework deepened the application of the Customer-Based Brand Equity (CBBE) model by integrating destination and product familiarity as well as two moderators of perceived value and community involvement, to elucidate the complex mechanism of festival brand co-creation.

  28. AI's Surprises, Innovations, and Big Wins

    Within Travel and Tourism Airline Industry; Capabilities. ... and a test-and-learn culture. BCG partners with marketing and sales organizations to make it happen. Visit Page. Within Marketing and Sales CMO Agenda; Digital Marketing; Digital Sales; ... BCG was the pioneer in business strategy when it was founded in 1963. Today, we work closely ...