I have just completed a round road-trip if from Sydney to Melbourne back to Sydney over the Christmas Holiday period. It made me realise that many travel and tourism operators are still NOT mobile optimised. I also noticed this in the USA a few months ago. It drives me crazy. Imagine what it it is doing to your customers. Google will now penalise your website if it is not mobile friendly. So this means, if your competitor is mobile friendly and you are not, your competitor will be presented before you, no matter how fancy your site is on … [Read more...]
How Airbnb Translated Google Insight into Actions
At MyTravelResearch.com, we talk a lot about taking insight to action. It is much easier said than done and is a skill that takes years to acquire. It is one of those things that as a researcher and marketing strategist, you learn on the job. They don't teach you this stuff at university or college. We know that companies can spend thousands of dollars on market research. In fact, some governments spend millions on tourism research. Unfortunately in many instances we do not see the findings of the research being operationalised. This … [Read more...]
How to Surprise and Delight On Little Budget
I travelled all the way from Australia to Los Angeles this week for a little work and pleasure mixed together. It is always good to do both when you can. And as travel researchers, I can honestly say that there is never a time that Carolyn and I are not on the job - even when we are on holiday.As a travel industry professional, you would know that the job tends to extend to ongoing verbal commentary and analysis to those travelling with you. Service critiques and inspection of all manner of tourism product and service delivery along the way … [Read more...]
Cashed Up, Time Rich - The Travelling Senior
Did you know, that in our life time, we will never see another demographic that has as much disposable cash to spend and as much free time than our current seniors? Between us at MyTravelResearch.com, we have interviewed, researched and 'studied' thousands of seniors and their travelling habits. How they plan, their pain points, what excites them. They have big dreams and a bucket list to smash. Yet, I still see the travel industry not really taking them seriously. Still talking to cringe-worthy stereotypes that most seniors cannot really … [Read more...]
Learn the Benefits of Marketing Persona
As a tourism professional, you’re stretched for time, budgets are tight and you have competing stakeholder needs so marketing persona will be out of your ideas yet. You may not have the time to trawl through hours and hours of research to create and trends to create a best practice and innovative marketing plan. Here is the secret: All successful marketing strategies begin and end with the CUSTOMER. As busy tourism marketing professionals, it is easy to forget. Your customer is absolutely central to your marketing NOT your product or … [Read more...]
Connect With The Right Content At The Right Time.
As a tour operator, hotel or destination, there are many ways to connect to your customer on their path to purchase. Nearly all leisure travel begins with online search. Consequently, online content is more effective than traditional marketing such as brochures and advertising. At each step of the path to purchase the best way to connect with your customer is therefore through inspiring and engaging content – a combination of images, words, stories and video. Remember this, a traveller needs to minimise the risk associated with the decision … [Read more...]
3 Tourism Marketing Insights to Increase Visitation
Today we go retro. The tourism marketing landscape has changed. There is plenty of evidence to support this, but did you know that old school marketing is still going to give your money and time the best ROI? It is just 'same same but different' marketing.1. Email MarketingYes, as retro as it sounds, did you know that email is still, by far, the most effective marketing channel we have available to us today? This is despite the fact that every day we are constantly subject to the launch of a new shiny new transformative marketing … [Read more...]
Travel Marketers Losing Millions By Ignoring Data
Each year tourism departments in governments, companies and associations spend millions of tax payer dollars on market research and insights relating to the travel and tourism industry. Unfortunately, much of this effort is wasted. Why? Well there are several reasons.First, National Tourism Organisations (NTOs) often do not have the resource to take the market research process one step further and distribute the findings to regional tourism organisations and the local travel industry. Full reports and findings are often lengthy and in a … [Read more...]
Top 5 Mobile Travel Research & Marketing Trends
The search landscape is moving fast. In particular, mobile search and mobile usage by travellers - both business and leisure. We have seen great emerging trends this year and it presents great opportunity for those willing to truly connect with their potential customers on the path to purchase via mobile.Travellers have become very demanding of their content and information as Google tells us there are millions of searches for hotels and travel related experiences. Not only that, we have seen travellers and consumers in general take to their … [Read more...]
Pay Per Click for Travel and Tourism Marketing
Pay Per Click Advertising with Nigel Ayling - Expert InterviewIn a 40-minute audio interview with Bronwyn White of MyTravelResearch.com, Nigel Ayling Director of Solutions4.biz in New South Wales explains the opportunities available to small tourism companies who want to cut out the middle man, increase bookings and stop paying commissions of 12.5% and more to online travel agencies.If done well, pay per click (PPC) is an efficient, targeted, measurable and cost-effective type of marketing with no up-front costs. You only pay when someone who … [Read more...]
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