The motivation that leads a tourist to travel is determined by the emotional component. The goals can be diverse: adventure, relaxation, luxury, business, etc. Whatever we are talking about, travelling is an experience that has a profound impact on a person's inner growth and development. This reality should make us realise how important it is to generate an emotional connection in the tourism sector in order for companies to remain competitive, even more so in this context of constant change in which we find ourselves.

From BRAINTRUST we reveal 3 fundamental pillars to generate an emotional connection in the tourism sector:


1. Segmenting audiences


In order to generate an emotional connection, it is necessary to know the characteristics of the target audience to be addressed. Without detailed information, it will not be possible to establish an emotional connection and, therefore, the impact on the target will be ineffective. As with any marketing campaign, it is necessary to analyse the available data, profile them and determine which ones to work on.

In the tourism sector this procedure is easier than in other sectors, since, if a user has travelled before with a specific agency, data can be obtained that provide a truly complex vision: average budget per trip and duration of the trip, type of accommodation, transport used, potential times of the year, activities at the destination, etc. All this is an unbeatable starting point for planning actions of an emotional nature. From here, the procedure is to find niches of interest.

For example, if an agency observes that there is an increase in the number of tourists who travel for work, whose age ranges between 30 and 40 years old, have a high purchasing power and are looking to extend their stay by an average of 2 days in 4 or 5 star hotels, it will be convenient to approach them with packages that contribute to their personal enjoyment and make them feel better. It is a question of knowing the ideal trip that the client needs and commercialising it to measure, so that they obtain an unforgettable experience and achieve the longed-for loyalty.

In all this process of research and knowledge, a correct integration of social networks cannot be missing. In these channels, the community openly expresses what it has liked or disliked, leaving reviews that are pure gold for identifying value segments. Therefore, it is necessary to have an intelligent presence, generate active listening and integrate the results obtained into the strategy.


2. Generating experience-centred content


There is a maxim that we must remember: the most important thing is not the price or the trip itself, but the emotional connections that are established and the experiences lived during the holiday. The user wants to feel that they are looked after at all times, they need to know that nothing will go wrong and that they will always have quality alternatives and services available.

Instead of focusing communication on the physical attributes of the destination, it is necessary to link images of the destination to concrete feelings, such as safety and security, so that more weight is given to the intangible.

For example, last April, B the travel Brand launched the #VacacionesAlCaribe campaign, whose main focus was a video clip and special actions with influencers, who shared links to the full video and the company's website on their social profiles. In this way, the destination was promoted by appealing to the experiences and trust provided by the opinion leaders.


3. Cultivating useful communication


The hard sell has long since lost its meaning. Generating massive, intrusive content wastes time and possibly a lot of money. Oversaturation makes messages invisible, so the solution lies in a different approach: using entertaining, segmented presentations that engage the recipient.

Personalisation is the central axis when engaging in a dialogue that appeals to the emotional. We cannot forget that the goal is to obtain positive responses, and this is where all efforts should be made. For example, an agency that has seen its portfolio of Generation Z clients grow can send personalised emails, offering specific forms to find out about their ideal getaways. In this way, unique experiences can be designed, tailored to the user's personality.


For Ángel García Butragueño, Co-Director of BRAINTRUST Tourism Barometer: "Emotional marketing is not about identifying an individual's tastes and catering to them with a traditional sales pitch. Its core should be the traveller's happiness sold as a promise of personal satisfaction".


According to José Manuel Brell, Co-Director of the BRAINTRUST Tourism Barometer: "No more offers and promotional packages: this is not enough. There is a need for a personal connection and this is where the real strength of emotional marketing lies".


At BRAINTRUST we can help you create the strategy that best suits your needs. We have the best means to advise you in the configuration of value propositions that will increase your sales.


Do you want to get detailed information? Contact us and ask for our Tourism Barometer, the methodological support that determines the market's willingness to travel, as well as the trends that allow all travel industry suppliers to identify business opportunities and adjust their offer to consumer preferences.