Economic power is not where marketers think it is A few days ago, Mumbrella Asia published an article summarising a keynote by Ad Contrarian Bob Hoffman’. In it, Hoffman questioned why marketers are fixated on a youth demographic when women over 50 control 95% of household expenditure. The statistics on this generation should be a marketer’s dream. Not only is the Baby Boomer cohort large, it’s disproportionately wealthy. The US Boomer generation on its own constitutes the third largest economy in the world (if it were a country only US and … [Read more...]
7 principles to stick to in your tourism marketing
Standing on the 'stand on the shoulders of giants'. Over the years, I've been privileged to work with or learn from some of the great minds in tourism marketing. In particular I've learnt a great deal from my former business partner Bronwyn White over the years. She's introduced me to some great gurus including Neil Patel, thus making our business more resilient as I take on this element. Thanks to this I read this fabulous piece where he outlines his 34 principles of marketing. If you've read my blog on strategy earlier, you'll know I'm a … [Read more...]
'The Ladies' Excuse Me': one of #toilettourism's biggest challenges
Over the years of looking at the phenomenon that is #toilettourism, one of the questions that perennially arises is the issue of why queues for the womens' toilets are so much longer than mens'. Every time we do research on events, this topic comes up. So we were delighted to be asked by ABC Radio in Adelaide to talk about the subject. Clearly there are other people out there who are passionate about it as the piece was triggered by an article written by Lisel O’Dwyer, Senior Lecturer in the School of Social and Policy Studies at Flinders … [Read more...]
Paris Syndrome vs. Nashville Syndrome in tourism
Paris Syndrome: Sometimes we need to be careful what we wish for When I conducted a long-term brand tracking studies in both the airline industry and for destinations and destination marketing, I noticed that the Japanese consistently rated everything to do with France very positively. For many Japanese people France, and particularly Paris, form an ideal of a destination – representing civilisation, beauty and culture. But when Japanese people visit Paris, some suffer a severe disappointment. Real life Paris is grittier and … [Read more...]
The whys and how of regional branding
In this guest posting, our intern from the US Angelina Colone reflects on what she’s learnt about regional branding during her time with us If you don't already have a brand - it's time to get one Currently, encouraging growth in regional travel is a hot topic around the world – especially as many iconic destinations face the risk of over-tourism. In Australia, it is high on the political agenda, but Visit Britain has launched a campaign to drive regional dispersal. At MyTravelResearch.com we have focused on this idea for a while (for … [Read more...]
The MyTravelResearch.com 2018 International Toilet Tourism Award Winners Announced!
Six toilets popular with tourists around the world have officially been crowned and are ascending their thrones for 2018. Winners include a James Bond themed loo on a mountain top, a toilet that makes you feel you’re in a forest, and an airport where guide dogs can poop indoors in comfort. It's #toilettourism time again! We are very proud to announce the six toilets in tourism destinations around the world that have won coveted titles in the 2018 International Toilet Tourism Awards. We received submissions from tourism destinations … [Read more...]
The Toilet Tourism Awards - 2018 Entries Open
2018 International Toilet Tourism Awards Open For Entry We are now open to accept submissions from tourism destinations and businesses that want to wipe the floor with the competition. After many years analysing tourism trends, the awards at MyTravelresearch.com aim to show tourism destinations that clean, creative, quirky public toilets go a long way to boosting a destination’s image and generating tourism dollars. People stop to spend a penny and end up spending more. Listen to co-founder Carolyn Childs talk about the Toilet Tourism Awards … [Read more...]
Why Customer Experience Is (Rightly) Such a Hot Topic in Travel
Companies that anticipate and deliver what travellers want, when they want it, are more likely to command loyalty – and profits Why is customer experience such a hot topic and buzz phrase in the travel industry (and others)? Answer: because in the age of the experience economy the quality of customer interactions at each stage of the path to purchase builds customer loyalty and advocacy. Both are closely aligned to profits. The reality is, big data and technology have enabled brands to understand us better – often better than we … [Read more...]
Defending and building your destination’s budget.
Using the Aces Up your Sleeve In the first quarter of 2017, the New Zealand government announced that it was increasing Tourism New Zealand’s funding. But this was a rare event in funding for Destination Marketing Organisations (DMOs) – globally it seems that budgets for promoting and supporting tourism are under pressure. Differing political realities have meant that many US states are facing dramatic budget cuts. There is even talk that Brand USA may be scrapped whilst in the UK a long term focus on austerity has seen the Visit Britain’s … [Read more...]
The Evolution of Tourism Marketing: Artificial Intelligence
The term ‘Artificial Intelligence’ is as amazing and technologically advanced as it sounds. We have been hearing it for years in movies and documentaries, but now artificial intelligence is present in the real world and is affecting our everyday lives. This extends through to the tourism marketing and the travel and tourism industry in general. I tackled this topic recently on our successful Tourism Marketing Convention, together with my co-director Carolyn Childs and our clients. We discussed the development of artificial intelligence in the … [Read more...]
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