Tourism marketing: Future of the tourism marketing

Summary

The future of travel and tourism marketing lies in personalization, with technology enabling tailored experiences for customers seeking safety and comfort. Brands like Delta use digital campaigns to instill trust, showcasing user-generated content for an authentic connection. As vaccination rates rise, the focus shifts to providing information on safety measures, leveraging influencers for trust-building, and harnessing user-generated content to address material shortages and create engaging marketing strategies.

Takeaways

• 🌐 Personalization in travel and tourism marketing is gaining momentum, driven by the growth of personalization technology.
• 🛡️ Marketers can leverage personalization to create a sense of safety and comfort for tourists, as seen with Delta's marketing strategies.
• 🎄 Oxford Street's Christmas tree lighting campaign is an example of how digital technology can reach a vast audience and engage them with user-generated content.
• 🧼 Even with vaccination progress, tourists demand information on safety and sanitization standards beyond just cost considerations.
• 🤔 Marketers must understand and address the changing feelings and concerns of their target audience regarding post-coronavirus travel.
• 📈 Brands should balance showcasing their offerings with demonstrating a commitment to customer safety to build trust.
• 🗣️ User-generated content (UGC) and employee-generated content (EGC) are more effective for engagement than brand-created content alone.
• 👥 Working with nano and micro influencers can be more impactful for trust-building in travel and tourism marketing than traditional celebrity endorsements.
• 🎉 Travelocity's 'iwonago' campaign exemplifies the power of nano and micro influencers in generating massive promotional reach.
• 📝 Brands are encouraged to collect and utilize user-generated content across marketing channels for a continuous stream of fresh material and customer feedback.
• 🛫 As travel resumes, the industry can fulfill long-delayed travel dreams by emphasizing safety, partnerships with influencers, and leveraging UGC.

Q & A

What is the future of travel and tourism marketing according to the script?

The future of travel and tourism marketing is personalization, which has been developing for about a year and is expected to grow with the advancement of personalization technology.

How can personalized marketing strategies make customers feel safe and comfortable?

Personalized marketing strategies, like those implemented by Delta, can make customers feel safe and comfortable by addressing their concerns and providing reassurance through targeted campaigns.

What is the significance of digital technology in travel and tourism marketing campaigns?

Digital technology is crucial in reaching a wider audience, as demonstrated by Oxford Street's Christmas tree lighting campaign that reached 93 million people online.

Why is user-generated content important in travel and tourism marketing?

User-generated content is important because it gets more interaction, website clicks, and sales compared to brand-created content, and it helps build trust with potential customers.

How can travel and tourism marketers address the concerns of tourists regarding coronavirus sanitization standards?

Marketers can address these concerns by providing more information about safety measures, emphasizing cleanliness, and incorporating customer safety into their marketing messages.

What is the role of influencer marketing in travel and tourism, especially with the rise of Nano and micro influencers?

Influencer marketing, particularly with Nano and micro influencers, is powerful because these influencers have stronger ties with their audiences and can drive more conversions due to their higher engagement rates.

Can you provide an example of a successful marketing campaign that utilized user-generated content?

Travelocity's 'iwonago' campaign is an example of a successful marketing campaign that utilized user-generated content, resulting in over 25,000 people promoting their business on social media platforms.

How can travel and tourism brands build trust with their customers during the pandemic?

Brands can build trust by focusing on safety messages, using user-generated and employee-generated content to show their dedication to customer safety, and by providing transparent information about their sanitization standards.

What are the three main strategies brands should consider when adapting to changes in travel and tourism marketing?

The three main strategies are: 1) Safety messages from customers and staff, 2) Working with well-known people, especially Nano and micro influencers, and 3) Utilizing user-generated content across all marketing channels.

Why is it important for travel and tourism marketers to understand how their target audience feels about traveling after the coronavirus pandemic?

Understanding the target audience's feelings is crucial to tailor marketing efforts that address their concerns and doubts, ensuring that the marketing messages resonate with potential customers.

How can travel and tourism businesses use the power of user-generated content to overcome content creation challenges?

Businesses can collect, organize, and use user-generated content to create a steady stream of new material for their marketing platforms, reducing the pressure on their marketing teams to produce content while providing authentic customer experiences.

Outlines

00:00

🔄 Personalization in Travel Marketing Amidst Pandemic

The first paragraph discusses the growing trend of personalization in travel and tourism marketing, accelerated by the pandemic. It highlights how marketers, such as Delta, are leveraging digital technology to create safe and comfortable experiences for customers. The example of Oxford Street using online campaigns to showcase their Christmas tree lighting to a vast audience is given. The paragraph emphasizes the importance of providing information on safety measures and sanitization standards in addition to cost, as consumers' concerns shift post-vaccination. It suggests that marketers need to understand and address the evolving feelings of their target audience towards travel, incorporating customer safety and peace of mind into their marketing strategies.

05:02

🤝 Strategies for Post-Pandemic Travel Marketing Success

The second paragraph outlines three main strategies for travel and tourism brands to adapt to changes in the market. The first strategy involves using safety messages and user-generated content (UGC) to build trust and interaction, as demonstrated by Delta's effective communication during the pandemic. The second strategy suggests working with nano and micro influencers who have stronger audience ties and can drive conversions. The paragraph mentions Travelocity's successful campaign leveraging nano and micro influencers. The third strategy focuses on utilizing UGC across all marketing channels, which not only increases engagement but also provides a continuous stream of fresh content and direct customer feedback. The paragraph concludes by noting the importance of these strategies in helping businesses showcase their offerings and safety measures to travelers as the industry recovers.

Keywords

💡Personalization

Personalization refers to the customization of services or products to meet individual preferences or needs. In the context of the video, it is about tailoring travel and tourism marketing strategies to make customers feel safe and comfortable, reflecting the growing trend of personalized experiences in the industry.

💡Marketing Strategies

Marketing strategies are the methods and tactics used by businesses to promote their products or services. The video discusses how companies like Delta are developing personalized marketing strategies to address tourists' concerns and enhance their travel experience.

💡Digital Technology

Digital technology encompasses the electronic devices, systems, and platforms used to create, store, and share information. The script highlights the use of digital technology in marketing campaigns, such as Oxford Street's online promotion of their Christmas tree lighting, to reach a wider audience.

💡User Generated Content (UGC)

User Generated Content is any form of content, such as videos, photos, or text, created by users rather than the brand itself. The video emphasizes the effectiveness of UGC in marketing, as it fosters a sense of community and trust among potential customers, as seen with Oxford Street's campaign.

💡Coronavirus Sanitization Standards

Coronavirus sanitization standards refer to the protocols and measures implemented to ensure cleanliness and safety in the context of the COVID-19 pandemic. The video script mentions that tourists are not only concerned about the cost of travel but also about the adherence to these standards for their peace of mind.

💡Influencer Marketing

Influencer marketing is a form of marketing where individuals with a following on social media platforms promote products or services. The video discusses the power of nano and micro influencers in travel and tourism marketing, as they often have stronger connections with their audiences and can drive conversions.

💡Nano and Micro Influencers

Nano and micro influencers are social media influencers with a smaller but highly engaged following, typically ranging from 1,000 to 100,000 followers. The script points out that these influencers can be more effective in marketing campaigns due to their authenticity and better audience engagement.

💡Safety Messages

Safety messages are communications that inform and reassure customers about the safety measures taken by a company. The video script suggests that brands should focus on conveying safety messages to customers and staff, which is crucial in the post-pandemic travel industry.

💡Employee Generated Content (EGC)

Employee Generated Content is content created by employees that reflects their experiences and perspectives within a company. The video mentions EGC as a strategy to show the company's dedication to safety, similar to UGC, but coming from the internal perspective.

💡Collaborative Setting

A collaborative setting refers to an environment where multiple parties work together towards a common goal. The script talks about moving towards a collaborative approach in marketing where customers are encouraged to share their experiences, contributing to the brand's content strategy.

💡Travel and Tourism Business

The travel and tourism business encompasses all the services and industries related to leisure and business travel. The video script discusses how this industry can help fulfill people's travel dreams by adapting to new safety standards and leveraging marketing strategies that include UGC and influencer partnerships.

Highlights

The future of travel and tourism marketing is focused on personalization, driven by the growth of personalization technology.

Marketers can develop personalized strategies to make customers feel safe and comfortable.

Oxford Street used digital technology to reach 93 million people with their annual Christmas tree lighting event.

User-generated content (UGC) can enhance the customer experience by showing real user experiences.

Travelers demand more information about safety and sanitation standards in addition to cost.

Marketers should address coronavirus safety and peace of mind in their campaigns.

Understanding how the coronavirus has changed travelers' feelings is crucial for effective marketing.

Brands need to balance showcasing their offerings with a commitment to customer safety.

Three main strategies for adapting to changes in travel and tourism marketing include safety messages, user-generated content, and influencer partnerships.

UGC and EGC (Employee Generated Content) are more effective for safety campaigns than brand-created content.

Influencer marketing, especially with Nano and Micro influencers, can build trust and drive conversions.

Smaller influencers often have better audience engagement and can be more effective in marketing.

UGC can provide a continuous stream of new content for brands to use in their marketing.

Lowe's Hotel successfully utilized UGC to create content for various marketing channels.

As travel recovers, businesses can use safety messages, partnerships, and UGC to attract customers.

An increasing number of people are traveling as vaccination rates rise globally.

Transcripts

since that's obvious we won't say travel and  tourism marketing's future is personalization  

based on the growth of personalization  technology this kind of marketing has  

been on the way for about a year what we  haven't seen and couldn't have known was  

how this marketing would affect tourists  who aren't sure what to do or are scared  

with a personalized approach marketers like  those at Delta can come up with marketing  

strategies that make their customers feel  safe and comfortable the latest digital  

technology can be used in these campaigns  to get more people to look at their goods  

Oxford Street is a popular shopping area in London  by posting about their annual Christmas tree  

lighting online they were able to reach 93 million  people not only did they have amazing views but  

they could also show user generated content on  their website to bring people into the experience  

even though more people are getting vaccinated  that doesn't mean they don't want their flight  

seat and trade to be cleaned and their hotel room  to not meet coronavirus sanitization standards  

it means they need more information than just  how much a flight hotel or trip experience costs  

marketers will need to add coronavirus safety  and peace of mind to their efforts along with  

the benefits they highlight and if possible  online experiences for study on target audiences  

we need a new category how does coronavirus  make our Dream customer feel about traveling  

do they really feel that way how do they feel  about it don't they worry about it you can't  

use your 2021 ads to find out how your target  audience feels about traveling in a world after  

coronavirus it has to be done as people's feelings  about travel change it's important for every  

effort to remove their doubts and concerns like  Delta it's important to find a balance between  

your goods and your dedication to customer safety  pointing your name on it will be the cherry on top  

when it comes to adapting to changes in travel and  tourism marketing Brands need to start building  

the foundations of three main strategies number  one safety messages from customers and staff  

user generated content ugc and employee generated  content EGC get more interaction than brand  

created content statistically using the customer's  Voice works better when marketers create campaigns  

to show how much they care about safety as  they reopen plane hotel and tourist stores  

in particular to send warnings about safety  instead of telling customers how clean and  

sanitary everything is you should look for Content  that customers and workers are sharing that says  

the same thing we saw how well Delta did this  at the beginning of the pandemic we thought this  

kind of message would only last for a short time  but it's clear that it's important and necessary  

number two working with well-known people working  with people who have a lot of power is not a new  

idea we don't bring it up to act like we were the  first ones to figure out that celebrity marketing  

Works what we do need to remind you of is how  powerful Nano and micro influencer marketing can  

be as influencer marketing became more popular  brands started looking for the next big thing  

influencers with one hundred thousand followers  or more started making a lot of money from Brand  

deals even though their engagement was going  down and they were barely getting any sales  

when you want to work with trusted people for  your travel and tourism efforts you need to  

keep in mind that marketing is all about building  trust people don't trust famous and high profile  

influencers as much as they trust Nano and micro  influencers these smaller influencers tend to have  

better ties with their audiences as shown by their  engagement numbers and can get just as many or  

more conversions some of these small influencers  are professional or hopeful influencers While  

others have different goals but have a lot of  family friends and acquaintances with whom they  

can share their brand experiences Travelocity held  a contest around their hashtag iwonago that they  

called the most successful marketing campaign in  their history Travelocity was able to get over 25  

000 people to promote their business on Twitter  Instagram or Vine in order to win the grand prize  

by giving away a dream vacation each of these 25  000 people was a nano or micro influencer number  

three content made by users on all marketing  channels user-generated content not only gets more  

involvement website clicks and sales but people  also want Brands to tell them what kind of content  

to make we're moving toward a collaborative  setting where customers will continue to  

happily share their experiences flying staying at  a hotel or visiting a country brands are in the  

best situation to collect user-generated content  organize it and use it in their marketing channels  

Brands can get a steady stream of new material  and direct feedback from their customers through  

ugc leading Brands can find and collect user  generated content and automatically use it  

across their marketing platforms and on their  websites or digital walls ugc helps Lowe's Hotel  

deal with the problem of having too much material  marketers feel pressured to put out more content  

that Their audience likes but they also have  limits on time money and the size of their team  

Lowe's Hotel used the power of user-generated  content ugc to create thousands of interesting  

pieces of content that their marketing team can  use in mags ads and booking pages now that travel  

is getting better the travel and tourism business  can help people live out their long-delay travel  

dreams with safety messages Partnerships with  well-known people and user-generated content  

ugc from fans and customers businesses  can show why Travelers should choose them  

one and a half million people  are going through security and  

that number is likely to go up as more  people get vaccinated around the world