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. Email Marketing Yes, 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 taxpayer 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 … [Read more...]
Top 5 Mobile Marketing Trends in Travel Research
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 a 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 … [Read more...]
Pay Per Click for Travel and Tourism Marketing
Pay Per Click Advertising with Nigel Ayling - Expert Interview In 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) for the travel industry is an efficient, targeted, measurable, and cost-effective type of marketing with no up-front costs. You … [Read more...]
Building Digital Assets For Tourism Businesses And Destinations
The last year (2014) has been a rocky road for those in the industry who have put all their social media eggs in the Facebook basket. Many tourism businesses and destinations saw a dramatic drop in their organic Facebook reach last year. This impacted many. This meant that fans were not seeing posts. Then it became official that this was is a deliberate move as part of Facebook’s revenue-generating strategy by making businesses pay more for fans, exposure to fans, and the opportunity to engage with fans. As a result, less than 4% of fans … [Read more...]
Perception is Reality Marketing Both in Diplomacy and Tourism
Perceptive readers of this blog will notice that I tend to draw on a lot of history - and especially military history - analogies. (So as you can imagine I am loving doing all the work on our culture and heritage blogs right now – and watching with great interest all the coverage for the Anzac Day Centenary) My piece on tourism strategy about asking the right questions, and the lessons from World War II drew on Margaret Macmillan’s great book ‘The War that Ended Peace” to see the lessons for strategy in tourism businesses. As I noted then, … [Read more...]
Like plaiting fog? Defining cultural and heritage tourism
In our previous blog on the benefits of culture and heritage tourism, we noted the value of cultural tourism to the visitor economy. But just like tourism (the visitor economy anyone?), cultural tourism is an often confusing and complex industry that is quite difficult to describe. There is little agreement as to what constitutes cultural tourism. Moreover, because culture and heritage are inherently linked, it’s hard to separate “culture” and “heritage” in the mind of the consumer. So we thought it might be useful to summarise some of the … [Read more...]
How to Engage with Booming Tech-Savvy Indian Travellers
One of the great side benefits of participating in Australia Business Week in India earlier this month was the chance for some ‘ethnographic’ observations of this exciting source market. One of the most noticeable observations we have made has been around the Indian travellers market’s tech-savviness. A jointly-published report from the Internet and Mobile Association of India (IAMAI) and IMRB (Indian Market Research Bureau) International stated that India was expected to surpass the US as the second-largest internet user base globally, behind … [Read more...]
The Travel Path To Purchase – Dreaming
Parks Canada has just announced that it will be putting Wifi into Canada’s National Parks. This has provoked a flurry of debate. Surely the point of a National Park is to enjoy wilderness and undisturbed by emails or the need to connect? After all, we now recognise Nature-Deficit Disorder as a condition and JWT identifies Mindful Living as a key trend. SHARING SPURS DREAMING But I’m going to disagree - this is a fantastic initiative. Sharing has a strong role in driving conversion across the Path to Purchase. Over the years I’ve worked … [Read more...]
How Indian Tourism Can Be Increasingly Incredible
No longer a slumbering giant, Incredible India is thoughtfully attracting varied tourism markets with an increasingly sophisticated marketing strategy. But there’s always room for more ‘incredibleness’ What are the drivers of increasing tourism to India? I’m feeling guilty. Since returning from Australia Business Week in India in mid-January I've written a lot about how Australia can profit from the source market opportunity that India represents. But I didn’t join the trade mission for that reason. Our purpose was to extend the … [Read more...]
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