THE FUTURE TRAVELLERWILL TRAVEL LESS AND EXPECT MORE...
Your Product• What are you selling?• What choice do you offer?• What is your Unique Selling Point (USP)?• A real challenge for tour operators• How are you different to the rest?
I’m THE BEST!!!!! No YOU’RE NOT
I’m EVERYTHING!!!!! No YOU’RE NOT
All the world in one country
CROWDED AND NOISY
In a market controlled by search and social media it is too crowded and noisy tomake bland generic statements
STRONG UNIQUE MESSAGING
Travelling Types• Experiencers- Social, Sightseeing, the beaten path, Cultural tours,VFRs• Explorers- Adventurers, Specialist Active, Niche, off the beaten path• Entertainers- Resorts, package holidays, spas, no stress, not on the path• Engagers- Business Travellers,Voluntours, Researchers• Eventers- Conference, Sport, Festivals
Model Clients?• Are you selling to more than one ‘typical client’• Are you using a single marketing technique to sell to all types of clients?• Do you offer enough choice to attract a broad range of clients?• Can you describe your typical client- or the one you’d like to have?
Proﬁling• Where do they live?• Where do they work?• How do they have fun?• What media do they consume?• What are they likely to be searching for or talking about and how do they express it?
You need a Call to Action...
But what are we calling them to do?
Don’t just focus onentry... Focus on Exit
3 Means of Conversion
It’s All AboutCONNECTIONS
Match experiences to experiencersYour unique offerings to your clients
SOCIAL• Choose the social media channels that work best for you- not all of them• Plan and budget to make them a regular and professional part of your business• Choose who you will reach via which channels• Create and publish the right content for the right people
WEB• Ensure that your website is properly built to be integrated with your search and social presence• Optimize your search presence• Think of your site as a conversion point from social and search• Realtime and Bookable
ACTIVATE• Create a plan to optimize your online engagement online• Focus on content that is liked, commented on and shared• Encourage your engaged audience to become customers and/or ambassadors
RESEARCH• Monitor and Measure your levels of engagement• Build on what Works• Ditch what doesn’t• USE YOUR ANALYTICS AND INSIGHTS• Have tools in place to measure conversion
MANAGE• Have an emarketing strategy• Have a social media policy• Update, Update, Update• Budget your resources
Sample Strategy• We are the best value family holiday resort in our area and we will target families from Europe before their school vacation period by promoting a special family offer that includes free kids activities and spa package, which we will be promoting through a video testimonial from a family who recently stayed with us. This will be posted on our YouTube channel and embedded on afﬁliate websites and Facebook, combined with Facebook ads and some key word ads for family breaks in our region, all of which will drive trafﬁc to a special landing page we have created for bookings.