In this guest posting, our intern from the US Angelina Colone reflects on what she’s learnt about regional branding during her time with us If you don't already have a brand - it's time to get one Currently, encouraging growth in regional travel is a hot topic around the world – especially as many iconic destinations face the risk of over-tourism. In Australia, it is high on the political agenda, but Visit Britain has launched a campaign to drive regional dispersal. At MyTravelResearch.com we have focused on this idea for a while (for … [Read more...]
The Evolution of Tourism Marketing: Artificial Intelligence in Tourism
The term ‘Artificial Intelligence’ is as amazing and technologically advanced as it sounds. We have been hearing it for years in movies and documentaries, but now artificial intelligence is present in the real world and is affecting our everyday lives and the evolution of tourism marketing. This extends through to tourism marketing and the travel and tourism industry in general. I tackled this topic recently on our successful Tourism Marketing Convention, together with my co-director Carolyn Childs and our clients. We discussed the development … [Read more...]
The science of why you need consistency in tourism branding
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 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. In this article, we will discuss the vital role that consistency plays in tourism branding. Google famously does this through its algorithms. … [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...]
Google Semantic Search for The Travel and Tourism Industry (Part 1)
The way we all work with Google both as a business and a user changed forever toward the end of 2013 with the introduction of Google Semantic Search. It is not an algorithm update, but an entire overhaul. It is important that we understand the significance of the change and the impact of this semantic search for tourism and the way we have known it up until now. … [Read more...]