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.