had to emphasize on how they have taken additional measures developed in consultation with global and local public health authorities ( including the WHO and CDC ).
All forms of marketing communications have been put out there highlighting how the cleaning and hygiene protocols are now even more rigorous . Customers need to be convinced that they are going to be safe , so marketers continue to emphasize these concepts of hygiene and safety on all marketing collateral .
Local Focus
At the height of Covid , the travel restrictions that were in place and the overall reluctance to travel internationally , sector players resorted to local customers as a safer target demographic .
The focus was heavily on emphasizing features of the business that were likely to appeal to local customers . For instance , rather than highlighting aspects like the weather and local attractions , which primarily appeal to international visitors , focus shifted to facilities , ability to host events of small crowds and supported virtually , or the luxury services available .
Artificial Intelligence ( Chatbots )
Artificial intelligence has positioned itself among the digital marketing trends of 2020 & beyond and this includes the tourism sector . Chatbots are software capable of holding conversations almost as if they were human . They are the most frequent and recognized bot models .
The aim of adapting this tech innovation is to automate communication ; that is , using chatbots to create close messages and provide useful information to customers , improving service and support and generally enhancing the entire customer experience .
Importantly too , chatbots are a gem when it comes to data analysis . Chatbots can perform real-time analysis and they are able to store and process a large amount of information ( for example , the conversations with prospects & customers ).
This will actually allow you to segment your database in detail ; hence it will help you to work more effectively e . g . on your email marketing campaigns , among other strategies .
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Considering tourism industry is extremely competitive , it behooves sector players to be intentional in order to maintain that competitive edge . Businesses operating within the industry need to continuously find ways to stand out from rivals , meticulously promote themselves as being the best option for tourists , and highlight some of the things that make them different .
Prioritize Personalization
Modern customers want to be treated as individuals , which is where personalization marketing comes in . The basic principle is to try to target people with more relevant marketing messages , which appeal to them on an individual level . This could mean , for instance , sending a personalized email , showing them a product they might like . To be effective , personalization marketing requires you to capture user data and make intelligent use of it , often through AI and automation . This data could be past bookings , web browsing habits , or activity on social media .
Content Marketing
Above all else , this is a worthy marketing strategy for this sector because it can not only be used to draw attention to the business ; it can also help to position you as a credible industry expert . Furthermore , an effective content marketing strategy can also use SEO techniques to boost overall visibility . So through , the relevant and specific platforms : those blog posts , web articles , infographics , e-books , videos etc are a vital arsenal to fight and win this digital marketing war . The key here is to produce high-quality , genuinely useful content . Think about the expertise you have to share , keep customers up-to-date , and share knowledge about attractions , activities and experiences .
User Generated Content
This is a very trusted form of marketing ; here we are talking any form of content , such as images , videos , text , and audio that has been posted by users on online platforms . Trusted and budget friendly too , this is guaranteed to impact positively on that balance sheet if well executed .
Think about it , perhaps having a digital photo booth in your resort / hotel ? This will encourage tourists to take photos at your location and the booth can automatically add your company name or a hashtag to the photos .
Digitally , you might also consider setting up a section on your website for users to upload their own videos , as you can encourage discussion on your company blog and on social media platforms .
All said and done , tourism industry is a highly competitive industry . To make it through this crowded space , it is important to stand out from competitors and promote the qualities that make your business unique . For optimum results , it ’ s critical you keep pressing refresh and updating your marketing knowledge in order to achieve your goals .
There continues to be a seismic shift in how companies and brands connect and communicate with their audiences . That shift is still underway , as a smart marketer you have to look beyond 2022 and continue to evolve your efforts .
Chabala Walter is your Sales , Marketing and Communication Plug . Plug in via his LinkedIn page Chabala Walter & let him Play Professional with your Brand , or drop a line on mail at : Chabalawalter @ gmail . com .