In this video we give you a 4 minute insight into one of the key findings of our VFR Research - the information void. VFR hosts and visitors rarely see marketing targeted at them and their pain points. We need to go back to basics - marketing 101 and learn how to talk to the VFR persona and start helping them with the information they need to have a great stay. … [Read more...]
How to Increase Yield and Customer Loyalty Once they Booked
Path to Purchase: Anticipating Part 2 Over the years I have looked at both the path to purchase and the total journey experience for a variety of clients across the tourism industry. But one of the most exciting moments actually dates back to some work I did for a regional area in NSW, Australia back in 2004. … [Read more...]
Applying The Lessons of Penalty Shoot-outs In Your Tourism Business
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 2021, these lessons are perhaps more valid than ever as we tackle the largest pandemic since the Spanish Influenza pandemic that followed World War One. I'd love your feedback - which tourism lessons resonate for you? Powerful experiences lead to deep reflection In September 2012, I visited the Gallipoli peninsula and the sites of the Gallipoli offensive. It was for me an incredibly moving experience. My grandfather … [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 means 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...]