In recent years, people's behavior regarding how they travel has changed completely. We have developed different expectations about what we want and need to experience when we travel. We are aware that, if each person is different, each person can experience their moment in a personal and special way, more adapted to themselves, more authentic, in short, more experiential and unique.
This new expectation, together with the advent of digitalization, has caused the traditional links between travelers, destinations, hotels, and transportation to evolve, shifting the leading role of travel agents, who are still very much needed, to a new generation of services and platforms such as Airbnb and Skyscanner.
The expectation of experiential personalization and the impact of technology has changed everything within the tourism sector, a reality that is no longer an emerging trend but the only way to win over today's archetypal traveler.
We have a new client, so we can't keep using the same strategies we used yesterday. Here are some ideas that will help us be part of the change. At BRAINTRUST, we are going to analyze 10 fundamental strategies to keep in mind:
1. Optimize online reputation and Google ranking
Google exerts enormous pressure on the tourism and travel market. Ninety-one percent of travelers use Google to search for accommodation, and 77% do so by searching for specific keywords related to accommodation and destination. On the other hand, it is increasing its presence in the sector by introducing reservations, flights, forecasts, and suggestions at the destination, positioning itself as a powerful player. This makes online reputation essential for the survival of any type of business, but when it comes to the tourism sector, its importance is doubled. Therefore, in terms of content, it is necessary to devote efforts to understanding all the factors necessary to achieve optimal positioning on Google, both organic and inorganic, by studying user behavior during their search. And in terms of the possible impacts of that content and its association with the company's image, it is necessary to have a crisis management manual that considers all the harmful possibilities that may arise. You cannot improvise when it comes to facing negative comments: here, everything is strategy and transparency.
2. Invest in social channels
Instagram and LinkedIn are the crown jewels in our sector. Brands receive greater engagement and interaction on Instagram than on any other social channel, so investing in this medium is both smart and necessary. Many tourists plan their vacations based on the visual impressions they receive on this platform, and they take comments and reviews from other users very seriously. As for LinkedIn, a large percentage of professionals in the sector are opting for this platform, which is why this professional social network is positioning itself as the best option for B2B marketing.
3. Influencer Marketing
The internet, and especially social media, has led to the emergence of a group of people who have become role models for a large number of users, in some cases with millions of subscribers and followers.Tourism influencershave become the best travel guides; by living their own experiences, they give their audience the opportunity to live them alongside them. It is important to note that this new content trend goes beyond traditional content because it brings a more personal value to its virtual community.
This value makes it an effective strategy for generating awareness, improving loyalty, and boosting sales, as it amplifies positive messages, generates direct conversations with our customers, and consequently increases traffic. However, like any marketing strategy, it must be led by professionals, with a detailed study of the target profiles and influencers who identify with our brand values, ensuring transparency and carefully preparing content so that it conveys the tourist experience to the audience as if they were experiencing it firsthand.
4. Inbound marketing through knowledge of the buyer persona
Nowadays, content is a source of inspiration for almost any customer decision, and even more so in the tourism sector. However, generating content for content's sake will be useless if it is not targeted, researched, and personalized towards our target audience or buyer persona profiles. This content will become increasingly personalized and directed towards specific micro-niches where quality and relevance are paramount. It is no longer enough to have sociodemographic and professional descriptions of a group of tourists; in a sector where we are driven by the excitement of discovering the world, the characteristics that interest us are people's social and aspirational characteristics. We are not interested in what they do for a living, but why they do it; we are not interested in where they want to go, but why they are excited about going there.
5. Facilitate initial contact
Today's travelers are more committed than ever to self-management, searching for flights, cruises, or hotels without relying on third parties. However, we still want a quick and agile point of contact for any questions or issues we may have. Therefore, tourism companies must always be available through all types of touchpoints throughout the customer journey: chat , call extensions, etc.
For example, if you invest in a CPC campaign on search engines, you can include call extensions; this allows smartphone users to seamlessly transition from an online search to a real-time conversation with an agent. According to Bing, ads with call extensions receive between 3% and 6% more clicks, which helps improve ROI. We also cannot forget the importance of instant messaging. Tourism marketing should not turn its back on tools such as Facebook Messenger, WhatsApp, or Snapchat if it aims to increase brand awareness, distribute content, advertise, generate leads, boost sales, or provide personalized customer service.
6. Focusing on the "experience economy"
New generations of consumers prefer to spend money on experiences rather than material luxuries. This has a positive impact on the tourism industry, as according to a study conducted by American Express, 85% of respondents view travel as a worthwhile investment. Companies in the sector must place these values at the center of their focus and not forget that it is no longer so important to ask "where will I sleep and how will I get there?" but rather "what will I do when I get there?"
7. Identifying the user's "pain"
Travelers constantly develop new needs for their trips. That's why we must remember to frequently check and investigate whether the solution or service we sell solves a user pain point or a company pain point. If it solves a company need, sooner or later it will no longer be attractive to travelers. However, if all actions are aligned with our customers' needs, together with the above marketing strategies, we will see a positive impact on both customer satisfaction and the bottom line.
8. Greater customization
When it comes to customer satisfaction, one size does not fit all. We can no longer manage tourists en masse because we no longer want to be tourists; we want to be unique travelers with our own experiences and adventures . Personalization has gone from being an added value to being one of the basics that every company must have in its strategy. Travelers are increasingly demanding in this area; they want to feel special, unique, and loved. They want to return from their trip with memories that reflect their initial expectations. To be successful, we must take advantage of the infinite possibilities offered by disciplines such as Big Data, new CRMs that allow us to work with social data, and even new tools that will enable us to understand travelers' emotions and respond to new demands.
9. Immersive use of video
The growth of video in marketing strategies has been unstoppable in recent years, especially in tourism. With the ability to integrate 360-degree recordings on Facebook and YouTube, many destinations and services can use this format to promote themselves successfully. The result is foolproof: greater transparency, interaction, and trust, which ultimately translates into sales. Audiovisual content is no longer an option; it is an indispensable pillar of any action plan.
10. Implement Virtual Reality
It is a step beyond immersive strategies and is the ideal complement to the video actions discussed above. With virtual reality, travelers get a recreation that brings them closer to the experience they want to have. This encourages customers to try unique experiences that they would not otherwise be able to have.
For Ángel García Butragueño, Co-Director of the BRAINTRUST Tourism Barometer, "Marketing strategies must be aligned with the trends and demands of the target audience, as this is how we will establish the best possible connection. We must focus them correctly and be specific in what, how, and where to achieve maximum impact."
According to José Manuel Brell, Co-Director of the BRAINTRUST Tourism Barometer, "the tourism industry must immediately shift from the concept of Product to the concept of Experience. Travelers have endless options, and only those that generate a positive experience, i.e., the WOW moment, will be able to attract, retain, and build customer loyalty. Companies that do not understand this change and implement it in their marketing strategies will disappear."
At BRAINTRUST, we can help you develop the marketing strategy you need. We offer the best methodologies in segmentation and archetype models, competitor monitoring, customer experience design models, big data, and user experience design.
