The dawn of the digital age in marketing is supposed to herald a new dawn in engaging with our customers. I truly believe this to be the case. But in the last 24 hours I have had two examples that remind me that, in both digital and offline marketing, sometimes you do need to go back to basics. This is especially the case in the age of the ‘considered’ consumer who looks hard at how they spend their money. … [Read more...]
The Tourism Marketing Revolution: ZMOT
Last week, the Australian Bureau of Statistics (ABS) released some extraordinary figures:- In 2010-11, 79% of persons aged 15 years and over had accessed the internet in the previous 12 months- 68% of internet users had used the internet to purchase or order goods or services for private purposes,- Of the people who had made a purchase over the internet, 74% purchased Travel, accommodation, memberships or tickets of some kind. … [Read more...]
Regional Tourism Branding Case Study
“With the COVID-19 virus we have been talking about how important it is to make sure your branding is aligned. So we went back to this blog piece we wrote a few years ago. Not sure if your region needs a brand, here is the evidence” One of the most common discussions I hear in tourism (at the small business end) is around the role of branding. There often seems to be an assumption that virtue will be rewarded – if you are good enough you don’t need to boast about it. It vaguely reminds me of Juliet’s lament in Shakespeare’s play when she … [Read more...]
Are Exchange Rates The Real Villain in the Australian Tourism Industry?
Australia has gone from being a net exporter of tourism to a net importer. This has had a huge impact on Australia’s economy. A report in 2010 by Goldman Sachs concluded that one of the key reasons that Australia’s retail sector was in such dire straits was this change. Growth in visitor numbers slowed down and expenditure stabilised or fell back.When you listen to the tourism industry, the villain of the piece seems to be the Australian dollar. Until this week’s financial roller coaster, the Aussie was riding at historic highs against major … [Read more...]
Domestic Tourism Industry – Please Act Now
The number of Australians who are intending to travel overseas for a holiday over the next 12 month is at it's highest point for the last 5 years according to Roy Morgan Research. This is an increase of 10% for the same time last year (July 2010). Hot spots include: USA mainland, Hawaii, Canada, China, and Bali.Australians intention to travel domestically on their next holiday is down by 4% (58% to 54%) compared to July 2010. … [Read more...]
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