Tourism marketing: Future of the tourism marketing
Summary
TLDRThe 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
- š Personalization in travel and tourism marketing is gaining momentum, driven by the growth of personalization technology.
- š”ļø Marketers can leverage personalization to create a sense of safety and comfort for tourists, as seen with Delta's marketing strategies.
- š 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.
- š§¼ Even with vaccination progress, tourists demand information on safety and sanitization standards beyond just cost considerations.
- š¤ Marketers must understand and address the changing feelings and concerns of their target audience regarding post-coronavirus travel.
- š Brands should balance showcasing their offerings with demonstrating a commitment to customer safety to build trust.
- š£ļø User-generated content (UGC) and employee-generated content (EGC) are more effective for engagement than brand-created content alone.
- š„ Working with nano and micro influencers can be more impactful for trust-building in travel and tourism marketing than traditional celebrity endorsements.
- š Travelocity's 'iwonago' campaign exemplifies the power of nano and micro influencers in generating massive promotional reach.
- š Brands are encouraged to collect and utilize user-generated content across marketing channels for a continuous stream of fresh material and customer feedback.
- š« 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
š 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.
š¤ 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.
Mindmap
Keywords
š”Personalization
š”Marketing Strategies
š”Digital Technology
š”User Generated Content (UGC)
š”Coronavirus Sanitization Standards
š”Influencer Marketing
š”Nano and Micro Influencers
š”Safety Messages
š”Employee Generated Content (EGC)
š”Collaborative Setting
š”Travel and Tourism Business
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 andĀ tourism marketing's future is personalizationĀ Ā
based on the growth of personalizationĀ technology this kind of marketing hasĀ Ā
been on the way for about a year what weĀ haven't seen and couldn't have known wasĀ Ā
how this marketing would affect touristsĀ who aren't sure what to do or are scaredĀ Ā
with a personalized approach marketers likeĀ those at Delta can come up with marketingĀ Ā
strategies that make their customers feelĀ safe and comfortable the latest digitalĀ Ā
technology can be used in these campaignsĀ to get more people to look at their goodsĀ Ā
Oxford Street is a popular shopping area in LondonĀ by posting about their annual Christmas treeĀ Ā
lighting online they were able to reach 93 millionĀ people not only did they have amazing views butĀ Ā
they could also show user generated content onĀ their website to bring people into the experienceĀ Ā
even though more people are getting vaccinatedĀ that doesn't mean they don't want their flightĀ Ā
seat and trade to be cleaned and their hotel roomĀ to not meet coronavirus sanitization standardsĀ Ā
it means they need more information than justĀ how much a flight hotel or trip experience costsĀ Ā
marketers will need to add coronavirus safetyĀ and peace of mind to their efforts along withĀ Ā
the benefits they highlight and if possibleĀ online experiences for study on target audiencesĀ Ā
we need a new category how does coronavirusĀ make our Dream customer feel about travelingĀ Ā
do they really feel that way how do they feelĀ about it don't they worry about it you can'tĀ Ā
use your 2021 ads to find out how your targetĀ audience feels about traveling in a world afterĀ Ā
coronavirus it has to be done as people's feelingsĀ about travel change it's important for everyĀ Ā
effort to remove their doubts and concerns likeĀ Delta it's important to find a balance betweenĀ Ā
your goods and your dedication to customer safetyĀ pointing your name on it will be the cherry on topĀ Ā
when it comes to adapting to changes in travel andĀ tourism marketing Brands need to start buildingĀ Ā
the foundations of three main strategies numberĀ one safety messages from customers and staffĀ Ā
user generated content ugc and employee generatedĀ content EGC get more interaction than brandĀ Ā
created content statistically using the customer'sĀ Voice works better when marketers create campaignsĀ Ā
to show how much they care about safety asĀ they reopen plane hotel and tourist storesĀ Ā
in particular to send warnings about safetyĀ instead of telling customers how clean andĀ Ā
sanitary everything is you should look for ContentĀ that customers and workers are sharing that saysĀ Ā
the same thing we saw how well Delta did thisĀ at the beginning of the pandemic we thought thisĀ Ā
kind of message would only last for a short timeĀ but it's clear that it's important and necessaryĀ Ā
number two working with well-known people workingĀ with people who have a lot of power is not a newĀ Ā
idea we don't bring it up to act like we were theĀ first ones to figure out that celebrity marketingĀ Ā
Works what we do need to remind you of is howĀ powerful Nano and micro influencer marketing canĀ Ā
be as influencer marketing became more popularĀ brands started looking for the next big thingĀ Ā
influencers with one hundred thousand followersĀ or more started making a lot of money from BrandĀ Ā
deals even though their engagement was goingĀ down and they were barely getting any salesĀ Ā
when you want to work with trusted people forĀ your travel and tourism efforts you need toĀ Ā
keep in mind that marketing is all about buildingĀ trust people don't trust famous and high profileĀ Ā
influencers as much as they trust Nano and microĀ influencers these smaller influencers tend to haveĀ Ā
better ties with their audiences as shown by theirĀ engagement numbers and can get just as many orĀ Ā
more conversions some of these small influencersĀ are professional or hopeful influencers WhileĀ Ā
others have different goals but have a lot ofĀ family friends and acquaintances with whom theyĀ Ā
can share their brand experiences Travelocity heldĀ a contest around their hashtag iwonago that theyĀ Ā
called the most successful marketing campaign inĀ their history Travelocity was able to get over 25Ā Ā
000 people to promote their business on TwitterĀ Instagram or Vine in order to win the grand prizeĀ Ā
by giving away a dream vacation each of these 25Ā 000 people was a nano or micro influencer numberĀ Ā
three content made by users on all marketingĀ channels user-generated content not only gets moreĀ Ā
involvement website clicks and sales but peopleĀ also want Brands to tell them what kind of contentĀ Ā
to make we're moving toward a collaborativeĀ setting where customers will continue toĀ Ā
happily share their experiences flying staying atĀ a hotel or visiting a country brands are in theĀ Ā
best situation to collect user-generated contentĀ organize it and use it in their marketing channelsĀ Ā
Brands can get a steady stream of new materialĀ and direct feedback from their customers throughĀ Ā
ugc leading Brands can find and collect userĀ generated content and automatically use itĀ Ā
across their marketing platforms and on theirĀ websites or digital walls ugc helps Lowe's HotelĀ Ā
deal with the problem of having too much materialĀ marketers feel pressured to put out more contentĀ Ā
that Their audience likes but they also haveĀ limits on time money and the size of their teamĀ Ā
Lowe's Hotel used the power of user-generatedĀ content ugc to create thousands of interestingĀ Ā
pieces of content that their marketing team canĀ use in mags ads and booking pages now that travelĀ Ā
is getting better the travel and tourism businessĀ can help people live out their long-delay travelĀ Ā
dreams with safety messages Partnerships withĀ well-known people and user-generated contentĀ Ā
ugc from fans and customers businessesĀ can show why Travelers should choose themĀ Ā
one and a half million peopleĀ are going through security andĀ Ā
that number is likely to go up as moreĀ people get vaccinated around the world
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