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Tourism Marketing & Advertising

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Marketing and advertising strategies are often based on seasons and destinations.

Tourism marketing and advertising strategies are developed to primarily target leisure travelers. The Internet plays a significant role in overall efforts and has given birth to online companies like Expedia, Orbit and Priceline.

  1. Online Advertising

    • Companies utilize pay-per-click (PPC) advertising on search engines to generate website traffic. Websites are heavily marketed to provide travelers with “self-service” capabilities to make reservations and payments.

    Email Marketing

    • Email marketing is used to advertise tour packages and last-minute deals. Companies with loyalty programs use it to entice customers to use their services in order to gain awards and discounts.

    Print Advertising

    • Print advertising is used in tourism to market destinations, provide information and display appealing visuals. Companies devote a portion of their advertising budget to travel magazines and Sunday editions of newspapers with a dedicated travel section.

    Reviews

    • Getting a favorable review from travelers and publications like Zagat’s and Frommer’s is highly desired to increase business. Hotels and restaurants are primary benefactors and leverage favorable reviews and high ratings in marketing efforts.

    Convention and Tourism Boards

    • Convention and tourism boards use television, radio and online advertising to market travel to a city, state or country. They develop major marketing proposals to win bids to host major conventions and sports events like the Olympics because of the status and money to be gained.

    Seasonal Destination Advertising

    • The industry uses destination advertising as a seasonal marketing strategy. Spring and summer advertising campaigns promote island vacations and theme parks. In winter, advertising increases for U.S. ski destinations like Vail, Colorado and Lake Tahoe, California.

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  • Photo Credit vacation image by apeschi from Fotolia.com

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