If you own a business in the field of tourism, whether it’s a travel agency, a hotel, an agro-tourism boarding house, or a winery, you have certainly had a lot to think about when it comes to creating an effective and lasting promotion strategy.
Successful Tourism Promotion Techniques
The tourism business is quite specific when it comes to promotion. Unlike the standard target audience, which for most businesses consists of potential beneficiaries of the company's services, in tourism, there is a lot of emphasis on people or institutions that can influence demand and purchasing decisions. Another important aspect to consider is the possibility of adapting the clientele to the proposed tourist products and packages. In light of the above, tourism promotion must be done in such a way as to inspire and gain the public's trust.
At the same time, the arguments necessary to convince the families of tourists will need to be as relevant and personalized as possible for the different user segments.
Maximum exposure to fairs and exhibitions, as well as attendance at special events: The more often you talk about yourself, the more you will create a name on the market. Sales are made by the active and involved, ready to come forward and openly present their strengths.
Organizing documentary visits for media and opinion makers from abroad and special events: These events are designed to test the tourist products offered for sale. A good idea in this regard is to collaborate with travel bloggers, who can bring a lot of visibility to your tourist offer.
Charitable activities, sponsorships, publications: Getting involved in local communities and supporting the cultural or business environment will help you stand out. Through PR activities and sales promotion, tourism promotion takes an active role, intervening in the process of creating the proposed tourism package and setting the price.
Define the marketing message and its audience: What is to be announced, and to which customer profile will it be addressed? How do you inform the consumer about the tourist product and develop a positive attitude towards the offer? It is very important to adapt the message on 3 levels: cognitive (by presenting useful and interesting information), affective (the audience should be stirred to desire), or behavioral (to determine action from the target client).
Choose the time or period of the campaign and the location (location, area, or country).
Select the channels through which information about campaigns and promotions will be transmitted.
Decide the budgets dedicated to each communication channel: online (SEO, Google Ads, Google Display) or offline (TV, Billboard, Flyers). Budgeting is based on 4 key elements: turnover (usually 10% of revenue is dedicated to marketing), available resources and liquidity that can be invested, the objectives that are pursued, and the marketing efforts of the competitors.
Forms of Promotion in Tourism: Offline vs. Online
Innovative tourism promotion policies mainly include online promotion for tourism businesses. However, the number of people who use the Internet for hours every day is constantly increasing. For this reason, each business unit needs to have its presentation site, where it provides tourists with all the necessary information.
Online Promotion Ideas
Use video tours and photo sets, as well as detailed texts to convince. Tourism products cannot be tested in advance, so tourism promotion must include plenty of descriptions, some creative writing to compose compelling and engaging texts, and accuracy in presenting the product offered.
Using distinct formats to promote the advertising message: Podcasts, blogs, and social media are media that allow complete freedom and creativity in expression. This can involve interviewing the staff of the travel company, subtly providing all the necessary information that should be the subject of the actual advertising messages; writing and publishing articles or reports by media reporters; participating in talk shows made by radio or television stations on tourism topics; and on the occasion of awarding prizes or distinctions to tourism companies for the quality of the services they offer.
SEO and Google Ads: The presence of your tourist offer in search engine results when a query refers to the tourist product has multiple advantages for visibility and lead generation for those interested in travel.
Partnerships with tourism providers: Collaborations, both online (banners or logo presence at partner organizations) and offline (such as attendance at roll-up events and flagships), are a good idea to increase the visibility of your tourist product.
Conclusion on Tourism Promotion
Let’s not forget that tourism serves several functions in the lives of people involved in various visits, such as cultural, educational, and aesthetic. Therefore, tourism promotion, being directly involved in the good and efficient organization of people's free time, contributes to better recovery and rest for individuals, but also to the culture of the masses. This makes tourism promotion both an interesting and challenging task for even the most experienced marketer.
In tourism, the quality of the service always comes with a boomerang effect. Precisely for this reason, providing high-quality assistance during the consumption of the product will serve as another promotion channel through online and offline recommendations and reviews.
Do you want your tourism business to be promoted well?
Turn to SEOLITTE professionals. We have over 8 years of experience in digital marketing! Call today for a free consultation at +373 69 809 235, or leave us a message at info{@}seolitte.com, and let’s increase the visibility of your business and convert as many prospects into satisfied customers today!