Travel & Tourism Marketing
According to the World Travel and Tourism Council, the travel industry is one of the world's largest, generating 9.2 percent of worldwide GDP. But it is also one of the most competitive, with an array of destinations and travel products competing for travel dollars, making marketing a prime success factor.
Other People Are Reading
-
Definition
-
The travel marketing process first determines probable buyers and then disseminates travel and tourism product information to them. A successful marketing campaign results in a sale of the tourism product.
Product Types
-
Tourism products include both air and ground transportation, cruise ships, hotels, restaurants, museums, amusements and shopping as well as the destination itself. Marketers of various products often partner with each other to promote the destination.
-
Strategies
-
Marketers often research competitive destinations, products and their customer base to better target prospective customers for their product. This allows strategic placement of advertising and infomercials in both print and Internet formats. Research also supports market segmentation strategies such as conventions, groups, tours and individuals.
Travel Industry Marketing
-
Travel trade organizations, chambers of commerce and government-associated tourist offices have greater resources and represent travel destinations at trade shows and in national publications. They also arrange travel agent familiarization tours highlighting several destination products providing the agent with a total experience, making the product easier to sell.
Promotions
-
Consumer programs that promote a destination such as "free breakfast" or a discounted attraction entry coupon spark interest and are easily incorporated on the Internet. Email campaigns to past and prospective customers continue to highlight the destination or product.
-
References
- Photo Credit office de tourisme image by dead_account from Fotolia.com
