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...]
Are Tourism Websites Suffering at The Expense of Time Spent on Social Media?
If you are marketing your tourism business or destination on Facebook, you may have seen a drop in your organic reach in the past few months. And now, it is official. Facebook is acknowledging this is a deliberate move as part of its revenue generating strategy by making businesses pay more for fans, exposure to fans and the opportunity to engage with fans. … [Read more...]
How Travel Market Research Can Increase Revenue And Visitation
Incorporating market research in your marketing planning is absolutely crucial to success for both destinations and businesses. A travel market research provides a platform to move forward in your decision making allowing you to be armed with the knowledge of variants that will play a vital part in your future. … [Read more...]
Are You Mentally Available For Your Customers?
Last year a little corner shop business called the Lash Lounge opened up near my home in Sydney's Inner West. After my partner’s inevitable jokes about the name, we confirmed that it is in the business of eyelashes and eyebrows beautiful. … [Read more...]
Innovation vs. Regulation. Which Will Help The Travel Industry Succeed?
On the Australia Day public holiday, I was struggling to find somewhere where I could get 2 takeaway coffees within walking distance of my inner Sydney home. After two of my regulars, plus one other were all unsuccessful (shut) I gave in and drove into the nearest suburb (and thank you to The Counter in Petersham who not only does fabulous coffee but was open) – where the queue for coffee was huge. … [Read more...]
Digital Marketing For Those Who Don’t Do Digital Marketing
At MyTravelResearch.com we do a lot of stakeholder research – and a lot of industry workshops. One of the things we hear a lot from small tourism businesses is that they hate spending time on marketing (especially digital marketing) when they could be doing ‘real’ work and that customers prefer face-to-face contact rather than digital connection anyway. … [Read more...]
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