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...]
VFR Tourism from India: A Moveable Feast
India and Australia share many things including the same national day (26th January). As we had back from the holidays, discussions around the MyTravelResearch.com barbecue have focused on the many reasons why Australia should encourage more friends and family visits (VFR travel) from India In the travel industry, the Indian market keeps on giving due to its size: UNWTO forecasts 50 million outbound visits by 2020. And in our case, there’s the loyalty factor. Based on 2013 figures, 47% of arrivals to Australia are repeat visitors. In the … [Read more...]
Tips On How To Promote and Attract Indian Tourist
I'm a travel industry professional. I have just returned from the exciting and exhausting government trade mission - Australia Business Week in India. While in Mumbai and Delhi a few days ago I wrote about the huge potential that India's travelling middle class represents to Australia (and the rest of the world). Now that I'm back in Sydney and have had time to reflect on what transpired and turn it into practical advice about the insights of an Indian tourist. So for all destination marketers and tourism businesses out there, here are the … [Read more...]
Are You Asking the Right Questions in Your Tourism Business Strategy?
It’s likely no one needs reminding that 2014 was the centenary of the outbreak of World War I. This anniversary led to a flood of books on the subject with two that seemed to be consistent winners in the reviewers’ eyes: The War that Ended Peace by Margaret Macmillan and The Sleepwalkers by Christopher Clark. ‘The Sleepwalkers’ is next on my reading list, but I can certainly highly recommend ‘The War that Ended Peace’. One of the most fascinating elements of the book (plot spoiler) is the extent to which policymakers on all sides of Europe … [Read more...]
Your Tourism Marketing Resolutions
As a Tourism Marketer, it is time to resolve to adopt five marketing practices if you want to achieve digital breakthrough in 2015. While some of these things we have heard before, we still don't see a lot of 'action'. Mobile digital technology and apps have led to a crowd-sourced democratisation of the web where ordinary people become tourism industry suppliers. We've seen this in sites such as AirBnB, BeMyGuest, Uber, EatWith, and Bookalocal. In 2014 we saw a sharp rise of peer-to-peer dining and accommodation sites, also poshtels and … [Read more...]
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