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.