One of the coaching calls for our Tourism Marketing Plan Blueprint™ addresses the topic of how to talk about your brand. On the call, our geek-in-chief Bronwyn talked about how consistency enables the search engines like Google recognise your brand. That builds Trust, Reputation and Authority (TRA) which come together in search to put you in front of customers at the right point to make their decision. Google famously does this through its algorithms. Machine learning increasingly enables it to tweak those algorithms to ensure that it gets … [Read more...]
Cashed Up, Time Rich – The Travelling Senior
Senior Tourism - Did you know, that in our life time, we will never see another demographic that has as much disposable cash to spend and as much free time than our current seniors? Between us at MyTravelResearch.com, we have interviewed, researched and 'studied' thousands of seniors and their travelling habits. How they plan, their pain points, what excites them. They have big dreams and a bucket list to smash. Yet, I still see the travel industry not really taking them seriously. Still talking to cringe-worthy stereotypes that … [Read more...]
Perception is reality in both diplomacy and tourism marketing
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) In my piece on tourism strategy and the lessons from World War I, I 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, there have been no shortages of … [Read more...]
Like plaiting fog? Defining cultural and heritage tourism
In our previous blog on this topic, 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 issues and come up with a working … [Read more...]
How Culture and Heritage Tourism Boosts More Than A Visitor Economy
Culture and heritage tourism plays a critical role in building the visitor economy and goes even beyond that. A recent survey showed that over 50% of respondents polled agreed that history and culture are strong influences on their choice of holiday destination. Culture and heritage tourism is a fast-growing and high-yielding sector Statistics also indicate that culture and heritage tourism continues to grow as rapidly, especially in OECD and APEC regions. We estimate the direct global value of culture and heritage tourism to be well over … [Read more...]
How to Engage with India’s Booming Tech-Savvy Travel Population
One of the great side benefits of participating in Australia Business Week in India earlier this month was the chance for some ‘ethnographic’ observation of this exciting source market. One of the most noticeable observations we have made has been around the Indian 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 China, in … [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 reach of our … [Read more...]
Opportunities for the Indian Outbound VFR Market
As we at MyTravelResearch.com prepare to leave for Australia Business Week in India, an Australian Government-led trade mission, we thought we would share with you our excitement about the massive potential the Indian inbound market has for Australian tourism.India is one of the fastest-growing markets for international travel, alongside China. Here are just a few of the (fairly mindboggling) predictions.According to Amadeus and Frost & Sullivan India’s middle class is forecast to grow from 5% of the population currently, to 50% by 2030 … … [Read more...]
Toilet Tourism: Make a Marketing Splash
At MyTravelResearch.com we often see a disconnection between what travellers want and what the travel industry delivers. Destinations obsess about their product or service in a way that customers don’t. They lose sight of the basics and what is important to customers. Perhaps the ultimate basic experience that unites all tourist experiences is the loo. Yes, toilets, bathrooms, lavatories, rest rooms, bogs, dunnies and loos are a constant source of traveller apprehension. Clean, reliable, functioning toilets are still hard to find. Forget … [Read more...]
The Human Face of the Visitor Economy
Of late years, the tourism industry has begun changed the way we talk about what we do. Increasingly, we are talking about the Visitor Economy rather than about tourism. This term hasn’t gone public yet – I still describe my work as tourism to people outside the industry. Out of context, the phrase can sound a little cold. It’s been helpful in getting policy makers to understand the value of tourism to both economies and to social capital. But these important impacts can lack a human face. That’s why we need both to use the phrasing and … [Read more...]
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