11 steps to revive your tourism business

Tourism is one of the industries that have been hit hardest by the current crisis. While we are still looking for ways to reinstate or reinvent the economy, tourism needs a new direction most desperately. The prolonged closure of the borders left a lasting effect on the world population. Many believe that fewer people will choose to travel due to health risks. We believe that taking some time off is now needed more than ever, to give us new energy and dispel the negativity in our bodies and minds, caused by the crisis. Advertising does not create the need – rather, it causes it to awaken in every individual. Therefore, we are certain that successful advertising of tourism can restore people’s trust in travel and salvage the industry that is currently hanging by a thread.

In this post, we will touch upon some advice on how to successfully tackle marketing campaigns, what content is necessary and what your communication should be like, to attract new curious minds, hungry for travel.

It is important to note that, according to Google research, most tourists in today’s world are not attached to a certain brand (of accommodation, airline, tourist agency …). This opens doors to attracting potential travellers through interesting and entertaining content. You may be the one that their adventurous spirit is waiting for. In this article, you will find 11 creative ways to take your marketing to the next level.

1. Designing a marketing strategy for your destination

It might seem that this is not really an original marketing idea, but strategy must come first and all other marketing activities need to be based on it. Designing a strategy and a marketing plan is likely the most important online marketing activity. Creating a plan allows you to make a step-by-step outline and follow your strategy and monitor it throughout the process.

The key is the target audience of an influencer, not the number of his or her viewers.

2. Let influencers speak for you

Advertising a destination through influencers has recently been one of the most popular marketing tactics. Why? Because it works! Although many criticise this approach, saying that the flood of influencers is inefficient, it is important to bear in mind that the key is the target audience of an influencer, not the number of his or her viewers. Every successful influencer focuses on a specific type of content and through it creates his or her persona, followed by a certain target audience. In conclusion, it is important to find an influencer that loves tourism, travel and is adventurous at heart. Remember: influencers that promote everything are not the ones you want advertising your destination.

3. Create an amazing guidebook

Focus on your potential costumers’ needs. Nothing should be taken for granted. Your guidebook should showcase your destination’s best features in a fun, original and interactive way. It should be simple and easy to read. No matter how good your book is, very few people will read it in its entirety. Which is why your main focus should be ‘secrets only known to locals’. Create a book that you would enjoy reading yourself. A book that you would want to sell or would be willing to pay for, and then offer it for free. Do not neglect high-quality pictures and professional design.


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4. Build a platform for discussion

Before hitting the road, we tend to have many questions. Use your Facebook page as costumer support centre. Instead of dealing with complaints, you can easily and successfully inform potential travellers through FAQs.

5. Create a promo video for your destination

In the last few years, there has been a gradual shift towards video content online. Selling your services is not simple and video is the most efficient way to provide lots of information in a short amount of time. Benefit from all the possibilities the video offers and use it to present the whole destination. Do not limit your time or creativity. Answer potential questions and create need and desire in your viewers. Share advice, provide interesting facts and unravel secrets that only locals know.

6. Create a challenge that will spark interest in your destination

Challenges have become a very popular internet phenomenon. Create a fun challenge in connection to your market niche or your destination and use your existing or potential costumers to help spread the word on social media. Challenge Facebook users to come up with the best plan for your destination and reward the best with a free trip.

7. User-generated content

Challenges described above are an endless source of user-generated material. People like hearing about others’ real-life experience. Trust gained from a picture or a positive review will have a huge effect and let others know about your brand or destination. If you really like a user’s post, ask for their permission to share it on your social media profiles. As you know, the best advertisement for your destination is a satisfied traveller.

Just because your brand does not boast 5 ⭐, it doesn’t mean it has nothing good or unique to offer.

8. Show what makes your brand one of its kind on social media

Every company is special in some way that is shared by no other. Usually, this type of campaign serves to showcase your human side and built trust. Just because your brand does not boast 5 stars, it does not mean it has nothing good or unique to offer.

9. Define your target audience

It is key to understand who your audience is. If you don’t limit your approach to a specific audience, your effort will get lost among all the competition. Agencies are like influencers – the Jacks of all trades are masters of none. Millennials, families, couples, the elderly … who are you targeting? Do you know where to start?

10. Mobile devices

57% of millennials prefer texting over phone calls and they spend more time on their phones that all other devices combined. They also travel more often than any other generation. Market your services on mobile phone platforms and adapt your web design for phones. Even though most purchases are done on a computer, decisions are mostly made behind smartphone screens.

11. New products? Dare to take the risk!

Stress and create new experiences. Be bold and creative. People need fresh ideas now more than ever. It is the ideal time to look around you and recognise what exactly will spark curiosity in adventurous traveller, hungry for travel. A new destination may be just around the corner.

Many tourist agencies have plenty to offer, but don’t know how to successfully present information in an interesting and intriguing way, and they are struggling heavily with competing. In the wake of the current crisis, this can spiral into a hopeless situation, but there is no need for that. This advice offers you many creative starting points that can help you achieve your goals. Don’t forget: no marketing is the worst marketing. At BeGlobal, we maintain a high level of knowledge of tourism and cooperate with stakeholders in tourism. It would be our pleasure to chat with you and advise you on how to reach a wider audience in these difficult times and get the second wind in the sails of adventure, getaways, and carefree days.

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The New Facebook update: How will it look and work?

So far we have seen four major transformations. The newest update, which Facebook calls ‘FB5’ or (even more originally) ‘The New Facebook’ was likely the most drastic change. It was a complete shift of Facebook’s look and functionality. All of you now shaking your heads because you dislike change, do not fret. It has been years since Facebook was last upgraded, so we believe that the news of the new look is more than welcome, maybe even essential.

What is ‘The New Facebook’?

At the F8 conference, Facebook’s managers pointed out that this update will focus on Facebook groups, which was indicated in their ad at this year’s Superbowl (https://www.youtube.com/watch?v=B0uYOOTz6kk) and events. These are two biggest reasons why people log into Facebook every day. The new update will somewhat shrink the News Feed. The desktop as well as smaller screens will shortly receive upgrades on navigation of the site as well as a more modern design, based on white or optionally black colours. The new look and functionality of the platform can be seen in this video: https://twitter.com/i/status/1123322299418124289

How to get the New Facebook?

All of you eager novelty enthusiasts will be disappointed to hear that there is currently no way to forcefully update Facebook. However, a small number of Facebook users have allegedly received the invitation to try out the new version. The ‘chosen ones’ have the option to see the new Facebook (before the rest of us mortals) and give feedback. They say that spring is a time of awakening, new plans, and new projects. It will also breathe new life into Facebook.

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Social media in figures

Slowly but surely, we are marching towards the end of 2019. The year that gave us Netflix’s The Great Hack. The year when Zuckerberg’s testimony reached its end. The year in which psychologists increasingly warn against the negative consequences of social media. And the year when the numbers are still rising to such an extent that statistically, more people own a phone than a toothbrush.

It is crucial to profit from these numbers and to successfully and more importantly, ethically use them to connect with the target audience.

We have developed a certain obligatory love of social media. At this point, social media aren’t merely media anymore, but a weapon for small and medium-sized companies. A marketing weapon, which can find a way to affect each and every modern interned vagabond. Social media are with us on every step, in bed, in school, at practice, at work …

They’re with us when we’re sad and need comforting, when we want to share our successes and as we create our hopes and dreams. Networks are part of our daily lives, our routine. Just like brushing our teeth every day, scrolling through Instagram and swiping stories of our virtual friends is also a habit.

Advertising through these media is a big and serious responsibility. It is crucial to profit from these numbers and to successfully and more importantly, ethically use them to connect with the target audience. That’s why we would like to provide some statistical data that may give you some insight in the true marketing potential of social media.

  1. An average user has 7,6 different social media accounts
  2. Users over 55 years are more than 50% more easily influenced by online advertisements than younger users
  3. Followers are not the only customers aware of a brand. 96% users that are interested in and talk about a product or a brand, are not following it on social media.
  4. Every day, more than 3 billion pictures are posted across social media platforms, proving that we are truly a generation of the visual.
  5. Every day, 95 million pictures are posted on Instagram every day
  6. An average person spends 5 and a half years on social media in their lifetime
  7. In 2018, Facebook lost approximately 2 million users under 25 years of age
  8. Videos on Facebook receive 8 billion views every day
  9. More than 60% of mothers follow their favourite brands or products
  10. Instagram stories are two times more watchable that snapchat stories
  11. More than 80% of users follow at least one business profile
  12. On Instagram, 500 million people are active daily (‘only’ 190 million on Snapchat)
  13. From April 2018 to April 2019, 202 million new Facebook accounts were created
  14. Over 60 billion messages are sent daily on Facebook Messenger and Whatsapp
  15. In 2018, 68 billion euros were spent on social media marketing
  16. Facebook is dying? On average, 6 new accounts are created every second
  17. An average Facebook user has 155 friends
  18. 2 billion likes are given on Instagram every day
  19. The most liked post on Instagram is a picture of an egg. It has 53.7 million likes!

Social media are changing day by day and so do we. There’s no doubt that the above figures will change as well. To be successful in marketing, it is not enough to be active on social media, but you also need to understand its users and its culture. Allow us to keep track of the statistics for you and use them to your advantage. The next record could be set by your product.

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FaceApp: Is the Russian app a threat to our privacy?

FaceApp dates back to 2017. After two years, the app is being reborn. You probably know a celebrity, acquaintances or friends that have used it in recent weeks. Maybe you’re using it yourself. But with all the fun and laughter the Face-Aging function brings, Twitter users raised concerns which spread all over the world in a few hours.

Because the app comes from Russia, a mild paranoia emerged about how the users’ information could be used or abused. Recently, we have witnessed an affair surrounding Facebook having to pay penalty of over 5 billion euros. Many people agree that this only served as a distraction for the public and that the private information of over 87 million users are worth a lot more, so the penalty should have been way heavier. The government even urges Facebook to sell Instagram and Whatsapp.

And now there’s an app which conquered the world and has over 150 million users. Users have willingly agreed to give the app (which allegedly uses highly advanced artificial intelligence) access to their personal information, notably pictures. At the same time, users are asked to renounce all rights to the pictures. In theory that means that a picture you used on the app, could one day end up in an advertisement and there’s nothing in it for you. What’s more, you’d have no leg to stand on if you complained, because you agreed to it before using the app.

But all this anti-propaganda that paints the app as evil, is a bit far-fetched. Facebook, Instagram and many other apps you keep on your smartphone have similar terms and conditions. Therefore, most of these apps access your personal information with your permission. This becomes a problem when the information is used unethically.

For now, we can only say that the main reason for the uproar is that the app comes from Russia, which has servers in the US as well as for example, in Singapore. Is the West scared of the ‘communist’ East? Is the negative propaganda being spread on purpose or is all of it true and Russia is interested in collecting our information? It’s a matter of opinion and a paradise for conspiracy theorists. But all the media fuss aside – there is no evidence of violating the rules of handling private information and the activities of the company are very transparent.

Author: Benjamin Hrkič, 19.7.2019

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