With super attractive destinations at all times of the year and a market full of offers, to know what is tourism marketing and how to reach omnichannel is the key to creating a winning strategy Can the tourism sector reach omnichannel? Take a passage to read this note and find out!
Without a doubt, the coronavirus pandemic (COVID-19) not only transformed our lifestyle, but also the relevance of tourism marketing .
With a 95% drop in travel in 2020, travel agencies must optimize their tourism marketing campaigns to survive a potential budget cut.
Places that were previously presented as ideal destinations, today are almost empty. With the industry almost in checkmate, it is necessary to resort to Efficient alternatives for companies and both omnichannel and marketing automation are some of them.
Here is everything you need to know!
Marketing automation adapted to the tourism market
Marketing automation offers process simplification and time savings. This tool is based on all those softwares that automate a marketing campaign, creating responses to certain actions by users through multiple communication channels.
The objective of this process is to consolidate the relationship with your audience , providing an optimized experience as soon as people enter your virtual ecosystem.
How to apply it to tourism marketing? Faced with the new normal that dominates the world, tourism companies receive daily a large number of complaints about travel packages sold, cancellations, accommodation or rescheduling.
A successful omnichannel tourism marketing campaign must
- Share service statuses
- Communicate empathically and consistently
- Give helpful advice
- Generate content to answer questions
Omnichannel in your tourism marketing
As we already know, promoting ticket sales is one of the main objectives of tourism marketing (worldwide, there was a 41% decrease during the week of December 21, 2020 compared to the same week during 2019). To achieve this, it is key build a solid database and carry out strategies according to the purchase stage each person is in– From searching to buying, through information you need before you travel, useful tips for your trip and content of interest so that you want to return in the future.
Omnichannel is impossible to achieve without proper positioning of your communication channels, Such as your social networks, your presence in search engines or the most popular platforms in the industry. Thus, you will also be able to check which content is most effective for your objectives and find out, in greater detail, what people in your audience want to know .
Use the networks to your advantage!
To better adapt to the crisis, it is essential to define which contact channels you will use to get closer to your audience. Either Through social networks, WhatsApp or email, you should always communicate without denying the current problem.
A warm and transparent message will make your customers trust you more and choose you over other companies. For example, the website Due to the coronavirus pandemic , almundo.com had to cancel its flights and invited each user to complete a form so that they would be contacted by the company in order to solve their reservations.
Good news in times of crisis? Of course!
As we mentioned before, be present and know the needs of your audience it is a key factor. For example, the company Aerolineas Argentinas used its networks to communicate good news: faced with the impossibility of continuing to sell commercial flights, it announced the progress to transfer the Sputnik V vaccine from Russia to Argentina.
A successful tourism marketing campaign builds customer loyalty also by increasing your reputation in such a competitive industry.
An exceptional situation requires differential help
The pandemic not only prevented people from being able to continue mobilizing, but also left a large number of people isolated and stranded in their tourist destinations. In this way, what at first was the joy of knowing a new place, became the uncertainty of how to return home.
In this way, the Tourism City agency , led by the now famous Carla, carried out a communication solving the main doubts and queries of those people who had bought them a ticket. That virtuality does not make us lose that magic touch of human closeness!
In times of pandemic, it has already been proven that it is important not to remain silent. Adapting your communication to current times is elementary and will keep you relevant despite a global crisis.
To achieve this, the LATAM Airlines company presented a new category of more flexible tickets with the possibility of change or cancellation at no cost. Thus, he achieved increase your sales at a lower cost and not slow down your operations during the pandemic.
Attractive and educational content
The development of content adapted to the current context can be of great help when it comes to positioning yourself and highlighting your brand. Either through interesting information such as ‘The 10 best activities …’ or ‘5 tips for traveling in times of pandemic ‘ you can increase your reputation.
The current tourist is no longer the same, only through content of value and consistent with the world situation will make people interested in you among so many other options available.
The COVID-19 coronavirus pandemic did not impact in the same way in all countries, however 96% of the world’s destinations put restrictions on tourism. In the face of the crisis, the important thing is to stay active and relevant. While other companies pause their tourism marketing strategies, boosting yours can always position yourself one step ahead of the rest.
FAQ: Tourism marketing: what is it and how to achieve a successful campaign?
✅ What is tourism marketing?
Tourism marketing is the promotion of places carried out by companies in the hotel sectors, entertainment venues, restaurants, transport companies to increase their sales.
What is hotel marketing for?
It is in charge of all those actions that focus on offering tourists an optimized service and a differential experience.
What are the main benefits of tourism marketing?
- Increase sales
- Reduce costs and time
- Establish a conversation with the audience
- Segment databases