Destination Marketing
To establish or maintain a successful tourism marketing strategy, the first step is to clearly define and outline the goals of the organization. These goals should include the objectives of the company as a whole as well as the specific goals of each individual division within the organization. Many companies have a common business goal, such as increasing sales, but very few have specific objectives that are in line with the overall business vision. In fact, many companies with a strong business vision are actually pursuing completely different goals when it comes to their overall tourism marketing strategies.
Once the company has defined its goals, the next step is to identify the objectives of each individual unit within the organization. For example, a travel blog is likely to have different objectives from those of a hotel, resort, or restaurant. The goal of the hotel blog may be to increase its guestship or it may be to increase the social media buzz about the hotel through guest reviews or social media. Likewise, a restaurant’s social media objective could be to increase its local exposure or it could be to attract a specific clientele.
A successful tourism marketing strategy is one that is able to reach all of the potential travelers that a particular destination can provide. A travel blog is most often associated with attracting tourists and guests. However, it also can bring in some local guests and customers. In addition, it can provide guests with information on local attractions, entertainment venues, restaurants and even museums. A restaurant with an on-site restaurant manager is also more likely to be a viable candidate for using a travel blog, since that manager has the ultimate authority over which content may be featured and which may not.
Objectives of Destination Marketing
A travel marketing strategy also must contain a comprehensive marketing plan that addresses the needs of both the local and national market. Many times, a marketing plan does not include a discussion of the needs of the potential travelers and tourists. This is because many marketing campaigns are based upon assumptions that are not necessarily accurate for every market. However, when a marketing plan includes a discussion of the needs of both the local and national market, it will allow the tourism agency to design a marketing plan that is specifically tailored to the objectives of each individual campaign.
The website and blog of a destination marketing agency are two prime ways to attract and hold the attention of a potential traveler or guest. While the website can educate and inform the reader, the blog offers more personal and even educational information to the traveler. For example, a travel blog can provide tips on how to budget for a trip, recommendations on local attractions and sites of interest, and even reviews of the best hotels and restaurants in a specific area. In addition, a blog allows a travel agency to provide information about a possible itinerary or suggested itinerary, as well as provide up-to-date and historical facts about the region and tourist areas of interest.
Destination marketing is a powerful tool for increasing the visibility and appeal of a business or organization. Tourism agencies can use destination marketing to expand their market share, increase customer loyalty, and generate new customers. A strong marketing strategy is critical to a successful tourism marketing program. Fortunately, today’s technology and marketing resources make it easier than ever to effectively implement a marketing plan that will help attract and hold the attention of today’s traveler.