Written by: Mar Reguant
There’s no doubt that 2018 will be a year in which the tourism sector will continue to be treated with great care. And this is because both professionals and travellers expect a lot from it! The intention of travel not only increases between different markets, but new forms of travel and, consequently, new tourists appear continuously.
Tourist marketing was born from the need to promote a product that, before the 60's, didn’t exist. Until the tourist boom of that decade, people travelled only out of necessity, so the concept of 'tourism' changed completely from that moment on.
We can say that we are currently facing another boom where travelling for pleasure is pretty usual and is among the priorities of many users. Even business trips have already become mixed trips between work and pleasure (what we know as bleisure travel).
2018 is going to be a year where the creativity and the detailed segmentation of your target will get you very far. In short, you have endless possibilities to stand out. And how will we achieve 12 months of success? With all the tools offered by a tourist marketing now modernized, which is also changing day by day.
The concept of low season will no longer have the same meaning as we know it now. Increasingly, work is being done to deseasonalise the different destinations. Every day there are more hotels that extend their season or offer their rooms all year long.
Spain is one of the countries that this 2018 will notice more this deseasonalisation. According to PWC Spain, the Spanish hotel sector expects to exceed the overnight stays of this low season compared to 2017, in which 78.71 million overnight stays were recorded.
Travellers are demanding to visit destinations that, in high season, are sometimes impossible to experience properly due to their high occupancy or because prices are not affordable for all budgets.
Destination marketing, far from being the same as tourism marketing, tries to promote a city or country as a tourist destination. Although it's true that some travellers repeat their destination year after year (and even hotel and room). The reality is that, especially from the millennial travellers, the tendency to visit new destinations and live new experiences has grown. So, now the competition is infinite.
For this reason, it’s very important that hoteliers work, not only in promoting their products or services, but also the destination in which they are located. In this sense, we can talk about Inbound Marketing as the strategy to attract, get user’s attention and convert them into potential customers. Which target can be appealed to your destiny? What information will they look for in the Internet to find out about your city? Which activities will they enjoy? Offer this content through your website.
Although formerly the task of promoting the destination was basically a work of public entities, with the birth of the Internet and online content, anyone can (and should) promote a city and offer information of interest. Position yourself in these types of searches and become a reference hotel for the future visitors of your city.
The age, sex and nationality of your target audience are data that will become less and less important. Don’t get us wrong, it’s true that these are the first personal details that we had until now to segment the different audiences we wanted to attract to our business (young couple, family with teenage children, retired couple...). But the traveller is already above these obvious characteristics and easily recoverable.
In addition to having these data, especially we must know the traveller's concerns, to the point of being able to guess their intention to travel, their dreams and also even predict what their next step in their traveller's journey process will be.
The tourism marketing we know today can collect this type of information and, consequently, allow us to make detailed segmentations so that we can address each traveller as if he were our only client. How? Through a powerful CRM and content strategies focused on conversion.
The personalization of our communications is no longer an option, but a necessity. The users that offer us their contact data with which we can work a lead nurturing strategy expect a lot from us. Among the multitude of emails and offers that Internet users receive daily, ours must stand out.
How will we achieve it? Offering a very personalized offer so that our audience sees that it’s thought only for them.
Although Growth Hacking is a concept that some countries know more and have being using for some years now, in Spain it has begun to take importance in the last months of 2017 and it will be this year 2018 when it will be positioned as an essential digital marketing trend.
What is Growth Hacking? This concept pursues the objective of rapidly and measurably increasing the leads that enter a company by making a minimum investment. For example, we would talk about natural conversions through our website: newsletter registrations, downloads of ebooks worked in an Inbound Marketing strategy or even direct online sales from our booking engine.
So, are you ready for the tourist marketing of 2018?