I’ve just finished reading the discussions on a few Tourism Marketing groups on LinkedIn. The discussions are a fascinating insight into the mindset of the Travel and Tourism industry and the companies who service it. There are discussions about whether to do trade shows or road shows, the value of content, and the role of brochures vs. online. In other environments, I am constantly asked about the future of Visitor Information Centres (VICs) or what social media channels are best. … [Read more...]
Millennial Travellers More Diverse Than You Think
If you’re in regional and local tourism in Australia marketing to younger tourists – so-called Millennials – it may be time to challenge misconceptions. Millennial Travellers (also called Generation Y) were born 1980-1995 or so. Today they are in the 20-35 age range. … [Read more...]
Let’s Focus On Productivity Not Wages
Andrew Robb, the Minister for Trade (whose portfolio covers tourism) recently spoke at the TAA Conference on the future of the Tourism Industry. He touched on a number of topics but two evergreen perennials of tourism and hospitality events tended to dominate: staff costs and the need to encourage people to make a career in tourism. … [Read more...]
Are Accommodation Businesses Optimising VFR Travel?
When you are a tourism researcher, it is not so much that life reflects art but that life reflects research. As such, it has been fascinating to take visiting friends and relatives trip so soon after completing the research on VFR travel in Australia. … [Read more...]
How to Increase Yield and Customer Loyalty Once they Booked
Path to Purchase: Anticipating Part 2 Over the years I have looked at both the path to purchase and the total journey experience for a variety of clients across the tourism industry. But one of the most exciting moments actually dates back to some work I did for a regional area in NSW, Australia back in 2004. … [Read more...]
Applying The Lessons of Penalty Shoot-outs In Your Tourism Business
On my personal Twitter feed, I have noticed that those relating to the World Cup have really resonated – especially one on Costa Rica’s performance. As I started writing, Costa Rica are locked in a penalty shoot-out with the Netherlands to see who will go into the semi-finals. Plucky Chile faced a similar situation - going out to Brazil in the previous round. … [Read more...]
What The Tourism Industry Can Learn From World Cup Super Brands
At 4.30am on Saturday, all three household members here got up to watch defending World Cup holders Spain play the Netherlands (who they defeated in the final in 2010), ahead of seeing the Socceroos play Chile. We were among probably 200 million people around the world who did so. … [Read more...]
Australia Needs Better Tourism Service
I believe it is time for us to make some changes in Australia and adopt a new perspective on service in our tourism industry. Service is an often overlooked factor that, if done right, would drive change and gain the tourism industry recognition as a genuine force for social and economic good. In Australia, tourism already generates nearly twice as many jobs as mining according to Tourism Research Australia. And tourism has just been identified as one of Deloitte Access Economics 'Fantastic Five' – one of the sectors that will keep Australia … [Read more...]
ANZAC Day Reflections for Business and Tourism
Each year I revisit this post around Anzac Day (25th April). Every ANZAC day reflections / lesson is still valid. In 2023, these lessons are perhaps more valid than ever as we tackle a time of global uncertainty following the largest pandemic since the Spanish Influenza pandemic that followed World War One and another conflict involving trench warfare in Europe (Slava Ukraina!). I'd love your feedback - which tourism lessons resonate for you? Which should I add? Powerful experiences lead to deep reflection In September 2012, I … [Read more...]
Why Tourism Marketing IS Your Real Job
A few weeks back I wrote a short piece about why the changes to Google’s semantic search mean that digital tourism marketing is now enjoyable even if you don’t like marketing. In it, I mentioned the prevalence of the view in the tourism industry that somehow marketing is not our ‘real work’. Marketing is seen as a chore and as somehow less important than the business of delivering the experience. … [Read more...]
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