THE NEXUS
Travel Marketing : Before Covid And After Devastation
By Walter Chabala
In the Christian Calendar , BC is an abbreviation that stands for Before Christ : referring to a period before Jesus Christ was born and AD is an abbreviation that stands for Anno Domini : a Latin phrase meaning “ in the year of the Lord ”. AD is used when referring to a year after Jesus Christ was born .
Today , and in true marketing vibe , I ’ d like to Rebrand the two plus create a third standard . Will call BC ( Before Covid ), AD ( After Devastation ) and create an additional standard CE ( Current Era ). In this piece , we shall glance over marketing trends Before Covid , see what they look like After that Devastation and see how things continue to evolve in the Current Era . This , we shall do by focusing on the industry that is travel and tourism . But why you may ask ?
December is here and time for folks to tour , travel and shake off the year that was . It ’ s a rather timely conversation . Join me as we look at the marketing trends ( BC , AD & CE ), make sense of it all and appreciate the big cents this industry deals with .
In 2021 , travel and tourism contributed
5.4 billion U . S . dollars to Kenya ’ s Gross Domestic Product ( GDP ). This amount increased by nearly 35 percent compared to 2020BC . Ladies and gentlemen , I think it ’ s clear to see the appropriateness of trading our lenses on this sector this time of the year . It is a billion dollar industry . To the service providers in this sector , please grab your chair and let ’ s meet in the marketers ’ tent .
The world is in flux , so are professions too . Remember those days when you were compelled to watch TV ads during your favorite TV show ? There was no “ skip ads ” option . Back then , patience was a musthave virtue . Today however , the consumer is versatile , busy and bombarded with choices .
To keep up , technology keeps evolving so as to satisfy this discerning consumer . Technology continues to revolutionize marketing , which is considered the key to the success of most businesses . When digital marketing was first being shaped , many overlooked its importance and continued burying their heads in traditional marketing . But soon , everyone realized that online presence and reputation are indispensable .
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Technology continues to revolutionize marketing , which is considered the key to the success of most businesses . When digital marketing was first being shaped , many overlooked its importance and continued burying their heads in traditional marketing .
The year is now 2022 and today , it is your website , application or e-commerce store in front of the world representing your business and its values . The outbreak of the Covid pandemic too , caused significant disruption to tourism and entire tourism value chain : airlines , hotels , restaurants and other businesses have been and continue to be forced to adapt accordingly and keep up with the latest in tourism trends .
Considering that the 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 , or superior .
Marketing is essential for achieving this and many of the best tourism marketing tips focus on helping businesses to find a unique selling point and promote it . Of course , it is also crucial that marketers keep up with the latest trends , so that they can create a diverse marketing mix and use the best methods for getting their message out . I invite you to walk this journey with me and let ’ s go through a rundown of patterns that are important to the tourism industry , as well as developments that have arisen in reaction to the coronavirus pandemic .
Prioritizing Hygiene & Safety Messages
In response to the coronavirus , marketers have had to craft their messages with emphasis put on providers who have
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